What is Ads Personalization
Ads personalization is the process of predicting the best ad for individual users through key data points like customer preferences, location, behavior, and demographics. This process seeks to determine the kind of ads users respond to the most and, thus, increase engagement and conversion rate.
Ad targeting is an oft-used form of ads personalization that records user behavior by tracking the pages, products, or events they engage with. This information will enable advertisers to tailor ads based on users' interests.
Classifications of ads personalization
Ads personalization can be classified based on how precise the personalization gets. There are 6 levels into which ads personalization can be classified. They are as follows:
Level 0: Users' needs or wants and geographic location (broad categories like country or state).
Level 1: Users' needs or wants paired with a specific location (narrowed down to a city).
Level 2: Users' needs or wants along with a micro-geographic location (the zip code of the users' area) and one demographic detail (income, age group, etc).
Level 3: Users' needs or wants with micro-geographic location, demographic details, and individual interests (skills, products, etc).
Level 4: Users' needs or wants paired with micro-geographic location, advanced demographic details (preferred vehicle brands, books, etc), and users' buying intent
Level 5: Users' needs or wants along with micro-geographic location, advanced demographic details, buying intent, and historical search and buying patterns.
Importance of Ads Personalization
Ads personalization is important to many brands since it enables precision-based targeting of customers. Personalized ads have higher Click-Through Rates (CTRs) and conversion rates since the ad creatives or messaging is tailored to individual preferences.
As the engagement rate of personalized ads increases, brands can achieve a lower cost per acquisition and gain high Return On Ad Spend (ROAS).
How to get started with Ads Personalization
Certain prerequisites to get started on ads personalization campaigns are as follows:
- Publishers must know the users, the pages and products they view on the publishers' site, and basic demographic information like age, gender, and geography.
- Publishers must next decide what elements they wish to personalize within their ads. Publishers must show the product users land on but do not buy.
- Publishers must measure KPIs like sales, conversions, or additional visits to their website.
- Next, publishers must develop their campaigns by collaborating with designers and creating tailored ad formats.
- Finally, these ads must be served on optimal ad slots to ensure good viewability.
Ads personalization settings
Users can enable ad settings through Google ads personalization. This feature helps users control the way they see ads with ease. These features are as follows:
- Customization of information: Users can take control of the information Google uses to display ads to them. Users can disable any data that they do not want to be used when Google personalizes ads for them.
- Limitation on sensitive topics: If users wish to take a break from seeking ads on sensitive topics like gambling or substances, they can limit the display of such ads by changing the settings on Google ads.
- Block unwanted ads: Users can completely disable ads on various Google sites, including YouTube and other sites affiliated with Google using Google ads personalization.
- Select preferred topics and brands: Users can increase the number of relevant ads they see by informing Google about the topics and brands they prefer not to see.