Targeting a nation-wide jewelry product involves tweaking ads for each location and target segment within each location. For this specific campaign, the ads were configured based on a live feed of gold rates that are prevailing in the real market. This also required high customization of creatives as the language, images, and messaging had to be tweaked for more impressions and conversions within a city.
Some of our recommendations were as follows:
The jewelry brand’s objective was to display fair prices to the customers, competing with the existing market gold rate. The solution that was delivered included a combination of services to achieve this objective.
Customized ad creatives
Ad serving to tap into the ad network.
Dynamic creative optimization based on geo targeting
Data extraction from live API feed
The process in delivering this solution includes:
We used a Live API that feeds market gold rate, and used it to display city-appropriate ads to the consumers. Using this data, we were able to showcase comparative prices that educate the customers. Data collection was done in a very seamless manner, with zero margin of error.
We implemented a customized business logic to support the jewelry brand’s objective and integrated it with adtech. We also launched API based banners that would change as per fluctuations in the market gold rate, city-specific market gold rates.
There were two levels of customization.They needed both code and creative customization to suit and meet different locations. The API was not designed for the ad campaign. Custom code was added to the creative itself to filter this data and keep it laser focused when it came to targeting per city / location. Further, the creatives were personalized to align with all the business logic output.
This involved preparing creative versions for every city and state. We deployed Geo-targetted ads using Sizmek DCO capability.