Have you ever wondered how certain websites and online stores manage to cater to your preferences so well? Isn’t the high cost the main point of the high performance? Fortunately, no, because the new generation of custom adtech development should be of the highest quality and as organic as possible.
The key to success is also personalization, i.e. personalization of the content of business resources and advertising technologies, i.e. adaptation of communication and promotion to the unique needs of each user. Let’s explore our custom adtech development guide right now.
Personalization plays a key role in online marketing and SEO, influencing the positioning of a website. In this article, we will analyze practically effective personalization techniques that will bring real results. Whether you are new to the industry, an experienced marketer, or a custom ad tech developer, this guide will help you master the art of content personalization.
What is the simultaneous personalization of advertising and content?
Personalization of content and advertising strategy is a complex process in which marketers, developers, business founders, etc. seek to adapt the information on a website to the individual needs and preferences of each user. Personalization can be applied to different elements of a page, ad layout, etc., such as texts, images, product offers, and even the structure and layout of a page. All of this is designed to create a unique and personalized experience for each visitor.
This level of personalization is based on the analysis of user data such as demographics, browsing history, website behavior, and even external data such as geographic location. This information is then used to tailor website content to meet the expectations and needs of a particular user.
For example, an online store can customize the products displayed based on a user’s previous purchases, showing products that are most likely to interest them. An information site can tailor news and articles based on the user’s interests, and a service site can offer personalized recommendations based on the user’s previous interactions with the site.
How does content personalization work? Discover the secrets of algorithms
There is no effective personalization of ad tech development solutions without data about your audience. To effectively reach users and increase their engagement, you need to know what they expect and need, who they are, and what their preferences are.
- Most commonly, cookies are used to obtain information that tracks a user’s behavior on a website, collecting information about their browsing habits, purchase history, geographic location, preferences, and interests.
- The collected data is then analyzed to extract useful information and patterns. The analysis can include user segmentation based on various criteria, such as demographics, site behavior, historical purchase data, and more.
- The last step is to adapt adtech development solutions to the individual needs and preferences of each user. This can include displaying customized products, White Label SSP or DSP solutions, as well as those made by Teqblaze, and more Ad Exchange solutions, personalizing marketing messages, changing page layouts, setting up special offers, etc. All of this is aimed at increasing user satisfaction, improving engagement, and ultimately increasing conversions.
Audience data used in the personalization process includes:
- demographic information such as age, gender, location, education, income, and marital status;
- contextual data – additional information about recipients, such as their interaction on social networks, devices, or the browser they use;
- behavioral data – it relates to how users interact with your website, such as products displayed, time spent on the website, products added to the cart, etc.
Having this data will allow you to better personalize your custom adtech development solutions. For example, if you know that a user added a certain product to their cart during their last visit, you can remind them of that product in a special section when they return to your site or re-enable the app.
Retargeting as a way to personalize advertising
One of the most powerful ways to personalize content is retargeting, which is already a staple of today’s custom adtech solutions. It allows you to reach users who have previously interacted with your website in some way, such as viewing a page or adding a product to the cart. The main use of retargeting is to provide users with ads for products or services they have previously viewed on your website. For example, if a user visited a product page on your store but didn’t make a purchase, you can use Facebook retargeting or Google Ads remarketing to show them ads for that product on social media and on another website.
However, retargeting can be used in a much more advanced way. For example, you can show users ads for products similar to the ones they’ve already purchased or offer them special promotions based on their purchase history. You can also use retargeting to encourage users to return to your site and complete actions, such as an abandoned cart. For this, remarketing for abandoned carts implemented through email marketing will work well. To encourage your customer to make a purchase, send them an abandoned cart reminder email along with a discount code for their purchase.
Measure your personalization success
The Teqblaze team emphasizes the key role of segmentation in ad tech development.
Let’s look at what metrics you can measure if you want to check if personalization of content, page layout, or recommendations is working:
- average session duration,
- frequency of visits (the ratio of new users to returning users in GA4)
- scrolling depth, engagement metrics
- clicks on the website, updates
- number of downloads or requests
Adtech developers should get used to the important routine of conducting regular A/B tests in a specific audience segment, which will help you check how individual page elements (e.g., buttons, their location, colors, etc.) affect the effectiveness of the content.
Also, the process of segmenting your audience by various criteria — you can divide users into groups, for example, by demographics (age, gender, education, marital status, etc.), behavioral factors (products purchased, websites visited), geographic segments (location, language). ) or the stage of the buying journey the user is in. You can create these segments in the CRM system where you collect customer data.
Conclusion
Subject matter and ad tech development strategy personalization plays a key role in online marketing and IT offers on today’s market, helping to improve website positioning and providing a unique experience for each visitor, so learning and applying effective ad personalization methods is an integral part of successful advertising and technology development.
