Dynamic creative optimization is all about reaching the right people, with the right message, at the right time. Choosing the right channels, optimizing your audience and media buy are only a few components, but monitoring how ad creative is executed online is crucial for user experience. Making ad creative a priority will increase the potential greatly for two-way engagement between the user and advertiser.
Looking for ways to evaluate your success in DCO?… Here’s our top 3 ingredients for success in dynamic creative optimization.
It is very difficult to know if your creative is valuable to your audience without measuring and testing various forms of creative. Further, testing different creatives allows the advertiser to better understand what types of content their audience engages with most.
This can be done through A/B testing which allows advertisers to test different components of an ad such as imagery, headline, CTA and ad copy allowing for more insight into what is working.
Switching up the creative is also important to keep consumers engaged and keep the ad fresh. It’s called dynamic creative for a reason.
Lastly, advertisers must constantly ask, “Does my message/creative inspire my customers to resonate with my brand?”.
Understanding what metrics to focus on and compare benchmark results is important to implement the required creative changes. Not all metrics are relevant, so it’s crucial to determine which metrics provide the most insight.
For example, CTR (click-through-rate) can be a useful metric to determine how many people engage with an ad, but it is not the most accurate KPI as it does not account for accidental clicks. Finally, it is always important to ensure the KPI’s chosen are ones that align with the overall marketing objectives.
While evaluating a campaign you should expect to see changes in data since the beginning. Therefore, attention to detail in regards to what is working in a campaign will allow advertisers to make the necessary performance changes. Looking at performance gaps between ads that were previously run and current ads running will give insight into success over time.
Lastly, measuring and optimizing campaign performance enables an advertiser to understand the audience they are engaging with and what type of content motivates and excites them.
