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Get to grips with Data Feeds for digital display campaigns

Feed ads open up the potential to create hundreds of ad variants automatically in minutes.

By connecting your digital display advertising to your ever-changing inventory, you’ll have ads that update in real time and reflect any changes to pricing, product or offers. Your audience will always be served with up-to-date ads that are relevant to their needs. And with increased relevance comes higher click-throughs and conversions.

Through these intelligent creative display ads, your digital advertising strategy will be productive, cost-effective and high performing. By getting to grips with data feeds, you can revolutionise how you advertise online.

What is a data feed

A feed ad works by pulling information from an external source that feeds in data, plugging specific details into elements of the ad design. It takes dynamic content from your inventory source and feeds into your display ads.

You can build your ads from wherever your data sits. This could be the cloud, excel spreadsheets, Google docs, your hard drive, or pulled directly from your website.

Importantly, our feed technology is agnostic, meaning there’s no need to reformat your data into a specific template.

Best practice: to get the most out of the automation available through feed ads, it’s crucial to ensure your feed is a live hosted feed. This means that the data can be pulled directly from it and will change automatically in line with any updates to your inventory. Your audience will therefore only ever see the information that is correct and always up-to-date.

How much of the inventory needs to be uploaded?

The key to feed ads is that you should only do the work once. There is no need for you to split your inventory into different feeds for each campaign.

Key to this process is the ability to upload your entire feed to the Platform and filter it within the platform for different campaigns. A gambling company dealing with continually changing odds, for example, should upload their entire feed once and filter on a campaign level in line with specific sports and markets. Their users will see ads that are relevant to their betting needs and importantly, have up-to-date odds.

Best practice: to engage with key audiences, filter your feed on a campaign and audience level. Do the work once, engage with the right audience in the best possible way, and enjoy the business benefits.

What information is shown in the ad?

This will depend on your ad design and the information in the data feed, but can include products, images, pricing, deals and offers.

Best practice: when setting up your data feed, provide an image and a click-through URL for each product to increase the relevancy and ensure the best possible engagement and performance for your ads.

How often should ads change?

Through the Fluid Ads platform you have the ability to define how often your ad creative changes, whether on demand, hourly or daily for example.

Best practice: tap into the mindset of your audience and key demographics and define when your ads change in line with their specific needs.

If you want to boost the efficiency of your digital display and enhance your online marketing strategy through feed ads contact us today to learn more.

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