Dynamic advertising - what is it? Where is it used?

Dynamic advertisement Google is one of the most popular forms of online marketing today, especially for e-commerce sellers. It is found in browsers and in apps. How does this innovative type of promotion affect the user and how does it match their interests? Time to find out!

What is dynamic advertising?

Dynamic advertising is a form of promotional material that adapts to the user based on various factors - location, searches or demographics. All this results in highly personalised content appearing on the screen, increasing the chance that a potential customer will take an interest in it.

Dynamic text advertising is not precisely planned in advance, as it is partly created on the fly. The internet user's behaviour determines what appears on his or her device when browsing a search engine. Everything updates in real time as the person goes online.

Importantly, this form of promotion is not only search engine advertising, but also elsewhere on the internet. It is often found in social media or apps. For example, dynamic advertising on Facebook can be created based on a user's previous web searches.

Operation and examples of dynamic advertising

Dynamic advertising is used quite often because it allows the creation of personalised content that really reaches the audience. This works by constantly analysing data on the user's online behaviour and constantly adjusting the adverts to engage them.

If someone searches, for example, for clothes made of silk and enters the keyword 'silk clothes' into Google, his or her eyes will be presented with dynamic adverts from companies offering clothes made of this material. These will consist of text tailored to the internet user's search. When the user clicks on the link, the website will take him or her to the shop's website, as defined when the campaign was set up. This can be either the main menu or a specific sub-page of a category such as silk dresses.

The demonstration of dynamic advertising takes different forms: text in search results, banners tailored to previous searches on different websites, social media content tailored to the user's interests or in-app content.

How much does dynamic advertising cost?

The cost of advertising is influenced by many factors, including, for example, the advertiser. Different prices may apply on Google, for example, and others on Instagram. The price is also generated by the details of the campaign, including, for example, its duration and the extent of personalisation. Some portals offer assistance in shaping the appearance of the content.

On Facebook, it is possible to buy a campaign in which dynamic adverts will look different depending on who they are displayed to. Among other things, the framing or colour saturation changes to make the content even more relevant to the user's preferences.

Each company can also allocate any budget to a campaign. Some brands can afford to spend more, so that their adverts have a greater reach or appear for a longer period of time. Frugal entrepreneurs usually opt for either shorter or limited to one channel.

Advantages and disadvantages of dynamic advertising

Dynamic display advertising has both advantages and disadvantages. The pros of the solution definitely include the personalisation of content, which also translates into effectiveness. When a user sees a text tailored to his or her needs, he or she is more likely to follow a recommendation. Such content is much more likely to catch his attention.

Marketing materials in dynamic form change on the fly. As a result, they adapt precisely to the user's expectations, which is another factor that increases the effectiveness of the campaign. This saves time, as it is the systems that generate the subsequent texts and not the person subscribing to the service.

Enhanced dynamic search advertising is a way to increase conversions in an online shop. With campaign planning tools, you track results and check how actions are going. What are the disadvantages of this solution?

Sometimes a campaign can be quite expensive, especially if you choose a highly sophisticated package with constantly changing ad content. In addition, such measures do not suit all businesses and will not work well, for example, for companies whose product inventory is constantly changing.

How do you create dynamic advertising?

Before creating a dynamic ad, care must be taken with the design and content of your website to which the ad is to redirect. Just because a user clicks on your promotional content does not yet mean success. He or she must stay on the site and shop or order your service.

Take care of intuitive navigation, clarity, accurate product descriptions and adaptation to different devices. The website needs to work just as smoothly and well on a laptop and a smartphone. Next, go to the campaign configurator in Google Ads and enter the Campaigns tab.

There you will find a New Campaign button, which will redirect you to specify the objective of your activities. You'll need to select a minimum of one, unless you're interested in a promotion with no specific objectives. In the campaign type, click Search Network, then go ahead and select any details as shown on the screen.

Then set a budget for the activities and save all parameters. Publish the campaign and go to Settings. There, select the Dynamic search ads option and save. Done! Now your content will appear on users' screens.

InPost advertising - dynamically drive your business! Explore our possibilities

At InPost, we have extensive experience in advertising, so we know how to direct campaigns to reach new consumers. If you want to promote your product or service in an original way, take a look at our proposals.

• Wrapping of parcel machines - is a unique place for your advertisement, which can even take up the entire surface of the machine. We will take care of placing weatherproof materials on your chosen equipment so that passers-by and people using the lockers will see them.
• Display of advertising on the screens of Parcelcomat® machines - The use of monitors will ensure that you reach customers who pick up their parcels by scanning the QR code or entering the collection code in the machine, as well as those who send parcels.
• Product sampling in caches - give your items or samples to customers using our facilities. The courier will place them with the parcels in the caches, which will attract the attention of various consumer groups.
• Newsletter - We regularly send emails about our services and news to our wide base of subscribed customers. A headline advertising your brand may appear in one of these.
• PUSH notifications - Information about your company or product can also be communicated to users of the InPost Mobile app. Recipients will receive a notification in which we include your chosen content.
• Banners on the website - our website is visited by millions of users and your brand can be featured in banner ads.

If you are interested in creative and effective marketing, be sure to write to us via the contact form. Together we will take care of advertising your company!