Maximizing your ad spend across digital ecosystems means keeping abreast of all the latest ad formats, to exploit sleight advantages and explore new opportunities.
We see many merchants make the mistakes of ignoring certain channels altogether, or biasing their spend too heavily towards either “traditional” and safe formats or experimental ones.
We help merchants maximize their full portfolio of online advertising investments. Our strong relationships and expertise with all the major platforms; our long history; and our massive scale of product categories, merchants, and spend give us unique and early insights on how to best leverage the full range of channels and formats. In a vastly competitive marketplace for consumer interest, our combination of data, statistical processes and scale ensure we deliver to our merchants traffic with the highest ROI.
Here are some of the latest formats we’re using, and what we think merchants should know about them.
Google is the most robust search ecosystem, and digital ecosystem period, for most advertisers. Their evolving ad formats tend to be rigorously tested with clear ROI.
Top placement gets far more clicks than a right-rail ad, and Google knows and now exposes exactly what advertisers must bid to secure that spot. The key is to understand, from an ROI standpoint, if it makes sense to bid up to that amount. To do this effectively, automation and predictive technology are essential.
Parameter-based ads have been available on Google for years, but few advertisers take advantage of them. Copy can be approved once, with parameters such as pricing and stock availability updated dynamically in real-time. When fed with the right parameters, copies can be more impactful leading to increased click-through-rates and revenue.
This new ad format, now in Beta, allows merchants to show multiple images per product, which increases ad quality and CTR.
Wize Commerce has been working with the Google platform for over a decade, which puts us in a unique position to get the most value from these new ad formats. For example, we have a very rich data set to pull from for parameter-based ads, including social signals, purchase intent, and prices… and analytics on exactly how these signals drive click-through and conversion.
We can also precisely and successfully target SEM ads at product pages, and not just search result pages, which dramatically helps with conversion.
Facebook has been rapidly expanding its available ad formats for desktop and mobile.
Facebook is a younger platform than Google, so its formats tend to be inherently more experimental. Google advertising is all about the keyword, but targeting on Facebook is trickier, since Facebook user behavior gives fewer clues around purchase intent.
When used expertly, Facebook newsfeed ads for desktop and mobile can drive significant traffic and revenue. As is the case for Facebook right-rail ads, the correct mapping of ads to interest-based segments of users is extremely important.
Twitter ads are the newest of all. Some Twitter ad formats allow targeting at a keyword level, making them somewhat more analogous to SEM ads. In particular, ads can be targeted to users who use the Twitter search feature. More recently, Twitter has rolled out new ad formats that allow targeting based on what users have tweeted. Wize Commerce is one of the first providers with access to this API, which will be launching later in June.
Contact us to learn more about how we can help your business optimize traffic and growth for your digital business.
Maximizing your ad spend across digital ecosystems means keeping abreast of all the latest ad formats, to exploit sleight advantages and explore new opportunities. We see many merchants make the mistakes of ignoring certain channels altogether, or biasing their spend too heavily towards either “traditional” and safe formats or experimental ones. We help merchants maximize…