For people who are in the digital marketing field, advertising to the masses has always been a difficult job to do. This is because before, digital marketers would make advertisements and just broadcast them to a whole majority of people, most who were not even interested in what was being advertised. In came creative optimization.
The digital age comes with digitalized techniques to handle many different day-to-day situations, marketing, and advertising is no different. Creative optimization is a digital technology that was developed for online advertising. It was created as an algorithm that can be used by marketers to convey the messages they have on ads to a specific audience interested in that specific product being advertised.
What Is It?
Creative Optimization form of marketing differs from other techniques like A/B testing in many different ways. Unlike A/B testing, Creative optimization is based on the assumption that there is more to marketing than just winning and losing an audience.
It configures and adjusts the algorithm to fit different audiences. In creative optimization based marketing, the same advertisement can be tweaked and shown to different age groups as well as genders and races, thus working with its audience and thus showing an increase in results.
How Does It Work?
Creative optimization works with given templates and edits and posts different details on a single template, creating different ads. These ads can be created in adobe photoshop. When being used by the algorithm, the details on the ad can change depending on the data feed, which the algorithm has access to. It uses this to determine the audience and thus tweak the ad to be audience-specific and make the person seeing the advertisement more interested. This maximizes results in the process.
The algorithm even goes further in some cases by determining the IP address of the user. This can be used in places like hardware stores or cosmetic shops which have many branches in different locations and the creative optimization algorithm determines which branch is closest to you, this is then shown on the ad. This type of strategic marketing is very efficient.
With real-time bidding introduced on different ad exchanges and the creation of data marketplaces, marketers are able to figure out easily what kind of audience the specific person is and what kind of products and details to show to the specific audience. This is all because of the algorithm that is creative optimization.
For marketers who have been in the business for a long time and are used to traditional marketing schemes, creative optimization is revolutionary. Many believed it to be a scam as the numbers were off the charts. Also, the studies showed a consistent increase in the C.T.R (Click-Through Rate) results to be well over the 100% mark and the decrease in costs to be between 60-70%. These R.O.I (Return On Investment) numbers were unheard of, that’s why most companies now use the creative optimization algorithm to advertise their products.
Can It Be Automated?
With creative optimization becoming the number one world-leading tool in digital marketing, many people have asked questions. People are calling for programmers to automate the algorithm so that they should reduce the human input when it comes to digital marketing. Many digital marketers discuss that this thought process is wrong as the algorithm still needs the human perspective to be used to efficiency. Thus, automating the algorithm is not a good idea, although it is possible.
Automating creative optimization is also possible in many ways as the algorithm can be able to collect data from the users’ cache, which is called real-time data. It can then use this to edit different advertisements depending on what the user searches. This is useful for travel ads as they can see which destinations the user has been searching. Also, as discussed earlier, figuring out the user’s IP to be able to determine the location of the user and thus changing the ad to be more specific to the user.
Creative optimization has overtaken traditional marketing. This tool has come at a perfect time when the technological age is advancing and more households are using computers. And since the number of Internet users has multiplied tremendously, we can only conclude the future is bright for this digital marketing strategy.
This way of marketing makes advertising online very easy and audience-oriented, so all the marketer has to do is create a single template that can be changed as many times as possible to relate to each and every different user.
Using creative optimization also increases profits for the advertiser. The future of online marketing is made easier by the creative optimization algorithm.