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4 Dynamic Creative Optimization Best

Practices for Direct Response Campaigns

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In an abstract sense, creative display ads are simply more effective than text-based links or banners. Pound for pound, creatives might indeed trump static display and text-based ads, but as a piece of advertising, creatives suffer from an inherent handicap: a single version can’t reach the breadth of its target market effectively. A single creative display ad skewed to appeal to men, for instance, will inevitably alienate women to some degree. Here’s where dynamic creative optimization (DCO) steps in to save the day.

Intro

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DCO is to creatives what SEO is to webpages:

Optimize the performance of creatives to more efficiently fulfill a particular goal.

Improving Direct Response through Dynamic Creative Optimization

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DCO is as complicated as it is effective, but you can

only reap its benefits if you know how to do it

properly!

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Target and retarget

Target marketing generally occurs in two levels: the conceptual side that uses market data and research to categorically segment the target market into consumer personas, and the technical side (especially when it comes to creatives online) that deals with tracking, website visitor behavior, and browser cookie settings. The key here is to craft effective buyer personas which will then guide your creative design. Leverage behavioral and demographic segmentation as well as product retargeting to further offer the right goods to the right people.

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Monitor and test

Monitor the performance of your creatives early and keep testing how far your ads can drive your campaign. If creatives can meet set goals consistently, raise the bar slightly higher and use the same creatives to see if those same ads can accomplish something better. Continually raise the bar until the same creatives no longer work, and then do some A/B testing to find which creatives can.

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Follow and tag

If you follow the purchase journey of a single user, you can effectively see how far the user goes before conversion or abandon, and which creatives helped the journey go one step further. With DCO, different creatives work for different people as well as different points of the sales funnel. The closer to conversion, for instance, the more hard-selling the pitch becomes in the creatives. Use conversion tags on your creatives to more effectively follow how well they are driving the purchase journey.

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Be selective and consistent

There are two pertinent questions you need to ask yourself regarding your creatives’ design: “am I using the right elements?” And: “am I staying consistent with my marketing message – from ad to landing page to brand?” Be rightfully selective when applying creative, interactive elements to your ads; too much will backfire, while too few won’t be as effective.

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Apply these DCO best practices in your direct response campaigns, and you’ll be surprised how much more effective your creatives can be not just in the abstract, but also in practice.

Conclusion

Results

Do you make smart and effective ads?

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