Paid Media
How to automate and activate first-party data in paid media?
Consumers expect relevance and personalisation at all touchpoints, including digital ads. With Agillic, you can automate the synchronisation of first-party data with third-party data and activate it within paid media channels – this way you can optimise your ad spend as you identify the audience that is most susceptible to your message and leave out those that aren’t.
- Automated data synchronisation
- Increase the ROAS
- Fast and measurable results
Personalisation in paid media advertising
With Agillic’s native integrations to the Google, Facebook and Adform ecosystems, you can take all the benefits of relevant and personalised marketing into paid media and significantly enhance and optimise the effect and your ROAS.
Combine Agillic data with your Facebook audiences and synchronise the data, reducing manual work and ensure data quality. Target each contact based on where they are in the customer journey and maximise the impact and ROAS.
- Add or remove contacts in the Facebook Custom Audiences to make sure you’re always showing relevant Facebook Ads
- Mirror audiences and let Facebook find twins of your customer base
- Data matching for all relevant identifiers, such as email, phone, gender and birthday.
Google Ads
Reach customers across Search, Shopping, Gmail, YouTube, and Display. Audiences, based on Agillic data, can be included, bid adjusted, or excluded for a more efficient ad spend.
- Manage your Ads through Agillic’s automation step and target your audience based on almost any behaviour.
- Data matching for all relevant identifiers such as email, phone, zip code and country.
- Add customers to Google Match Customer lists automatically
Adform
A unique, automated matching table combines first-party data with Adform’s vast pool of profile IDs. This combination enables you to build exceptionally granular customer audiences that can be targeted with highly personalised ads yielding high ROAS
- Automated matching of customers visiting your website and opening emails from you with Adform’s profile ID pool
- Add or remove matched people to or from audiences for a more cost-effective ad-spend
- Anonymised customer IDs ensure GDPR compliance
Story House Egmont reduces the cost of winning subscribers back by 73%
In a win-back activity on Facebook which targeted customers who had discontinued their magazine subscription, Story House Egmont was able to improve the match rate, i.e. find the former subscribers, by up to 20%. They synchronised their first-party data, such as email address, phone number, birthday, with Facebook data. This way, Story House Egmont obtained an optimised target group and could publish more relevant ads, which increased the conversion rate. As a result, Story House Egmont reduced the cost per order (CPO) on select titles by 73% in their win-back activity.
Paid Media
Check out some of the use cases and benefits
Acquisition
- Exclude customers who have recently made a purchase. There is no need to show acquisition messages for existing customers or subscribers.
- Build high-performing audiences by activating first-party data with data from the advertising platform, such as Facebook.
Reactivate
- Promote offers on paid media to consumers who have stopped opening their email.
- Identify customers representing a high value and focus on them.
- Exclude customers from reactivation offers as soon as they have engaged on other channels.
Channel synergy
- To increase the conversion rate, you can warm-up your customers with ads and then address them by, for example, email.
- Customers who have not engaged with an email or text message can be targeted with ads.
Look-alike and twins
- Upload 1st party data to Adform, Google or your prefered marketing platforms for twinning
- Target acquisition ads to internet users with browsing patterns similar to your existing customers.
- Display lead ads to look-alikes of your current newsletter recipient base.
- Identify the “most valuable customers” and invest in ads targeting look-alikes.
Blog post
Activate data from owned media in paid media channels
Consumers expect relevance and personalisation at all touchpoints, whether in emails, apps, websites or digital ads. Brands understand this and the potential competitive differentiator it holds. But due to organisational structures as well as technological siloes hindering benefits of data synergies, brands are genuinely challenged when it comes to relevance and personalisation when advertising in paid media.
Interested to learn more about
how to optimise your ad spend?
If you are interested to learn more about the benefits of automated synchronisation of your first-party and third-party data and activation through the Agillic Platform into the Facebook, Google, and Adform ecosystems, let’s get in touch. We are happy to present use-cases on acquisition, granulated personalisation, win-back and more.
