Can you spot the difference between these pizza ads?
Did you see it?
They all talk about the same product, but in completely different ways.
- Ad #1 speaks to people who value convenience.
- Ad #2 speaks to people who value exploration
- Ad #3 speaks to people who care about diet
- Ad #4 speaks to people who value safety or popularity
- Ad #5 speaks to people who care about value or affordability
So, which ad do you run?
Well, you could just run ‘em all if you have the budget to spare, or you could have the data science team run a few A/B tests to figure out which is the “best one” for “most people,” but you’ll never find one that appeals to everybody.
That just isn’t possible.
(For example, look at the gluten free ad — This would probably result in a high conversion rate, but only for a very small portion of the overall population.)
Increased privacy regulations are making targeting much more difficult
To make things even harder, on May 1st, Google is phasing out similar audiences/segments from their ad targeting, and really this is just adding to the already ongoing attack on targeting:
(Forbes already noted that, with ITP and Apple’s privacy changes on the iPhone, the average mobile advertiser’s ROI has dropped by almost 40%. …and I don’t think we’ve hit the bottom yet. 📉)
You have to use your first party data more intelligently
To have any chance at building an effective lookalike audience for your ads, you need to build the most accurate ‘seed audience’ as possible.
And there’s no better way to build this audience than from your own first-party audience data.
How Aampe helps customers build insanely accurate seed audiences
Aampe uses push notifications as the “tip of the spear” to quickly and accurately understand which of your offerings each of your users are interested in and what it is about them that they value.
Why push notifications?
Well, there are a bunch of reasons —
First, push notification response rates are much higher than surveys, and because push notifications are so brief, they typically have a singular focus.
Also, most typical surveys collect what people say, whereas push notifications show what people care about by what they actually do (which is much more accurate for determining future results).
From a purely logistical standpoint, push notifications have an amazing 90% deliverability rate and a 50% higher open rate and 7x higher CTR than email. They also get sent right to your user’s home screen (...instead of just getting buried in their inbox.)
Simply put, there’s no faster or more accurate way to understand what you’re user is interested in than using instrumented push notifications.
The process:
First, when you write push notifications in Aampe, you label the major components of all of your messages with the things your customers care about:
…and then we learn what your users care about based on the elements in the messages that they respond to:
Now you can query your audience data to find the users who are most interested in the offering, value propositions, and even the tone of the ad you’re about to launch:
You can even see the percentage of your population that’s interested in each value proposition:
...and we surface these UIDs from your existing audience to you so you can build an audience that's most active and likely to interact with your specific ad.
So, no, you can’t be everything to everybody.
But with Aampe, you can be exactly what each customer wants.
So, how are you preparing for the upcoming changes to ad targeting? 🎯
Find your best audience, from your real audience, with Aampe.
Image credit stokking on Freepik.
