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It’s no exaggeration to say that the ultimate goal of performance marketing and advertising is to generate sales. When it comes to advertising online, advertisers and publishers need to keep in mind the different ways consumers see their ads and how this impacts conversions. Consumers may find product information as part of targeted searches. They may also discover products by chance through ads that appear embedded in context. This is called “serendipity”. The good news: No matter how users find your ad on your site, there are ways to increase their chances of ultimately converting.
Consider the following scenario. Consumers need new mattresses. They search for “mattress” online, visit a mattress recommendation site, and purchase a mattress from that site’s link. In this scenario, there is a clear line between search and purchase intent.
Here’s another scenario. As a consumer scrolls through her social media feed, she notices articles about sleep. They click on the article and start reading about sleep habits. Ads pop up for new mattresses promising the best sleep ever. They click on an ad and end up buying a mattress. There was no direct intent to buy the mattress when I started reading the article, but the indirect intent, timing and placement of the ad made the sale.
How can I optimize my content for search?
Searches are usually initiated by consumers themselves, with specific goals in mind. To improve your conversion rate in search scenarios, you need to increase the likelihood that your product information will be displayed. One way he does this is through Search Engine Optimization (SEO), which adjusts your site’s content and keywords to improve its rank in organic search. Here, as the name suggests, advertisers pay publishers a commission each time their ad is clicked.
Monetizing Serendipity
Serendipity is defined as making a desirable discovery by chance or luck. Either way, finding the right ad at the right time may seem like a coincidence to consumers, but publishers are actually very adept at placing ads contextually. There may be
One way publishers can maximize accidental ad placements and increase conversion rates is through advanced technology that can analyze and recognize common consumer intent based on context and serve relevant ads. That’s it. The more relevant the ad topics seen by your page visitors, the more likely they are to take action, which leads to higher conversion rates. Using such technology (such as CodeFuel’s IDP: Intent Discovery Platform) is a win-win. Publishers enjoy new revenue and consumers enjoy a compelling discovery experience in the context of content they’re already reading.
Serendipity increases customer satisfaction
Consumers place a high value on seeing ads that are personalized and directly relevant to their specific needs. In fact, serving targeted and personalized advertising has been a trend over the past decade. However, research suggests that consumers may be concerned about personalized advertising. According to a 2009 study, “Contrary to what many marketers claim, most adult Americans (66%) believe that marketers tailor advertising to their interests. A recent study found that consumers value personalized ads, but often sacrifice privacy in exchange for an experience that’s not as good as generic ads. As one columnist wrote, “Tailored deals and advertisements make people very aware that they are being actively marketed, and as a result, they become uncontrollable and instinctive. I think it can make people feel uncomfortable with the situation.”
Serendipity may be the answer to bridging the gap between the value of personalized ads and the discomfort consumers feel about how advertisers obtain information to drive those ads. Mm. Contextual advertising makes consumers feel like they stumbled upon an accidental discovery, but in reality, the ads are strategically placed by the publisher.
Researchers at Rutgers University in New Jersey recently investigated when serendipity leads to positive product experiences for consumers. Specifically, we investigated to what extent such “happy coincidences” were more satisfying for consumers than planned positive experiences. They came to many conclusions:
A particularly wide range of products can increase potential customer interest, but they are less likely to actually complete a purchase. This may seem counterintuitive, but too many choices can have negative consequences.
The more random the recommendations, the higher the satisfaction. In fact, research found that whether or not the suggestions were actually made at random is irrelevant as long as they appear to be random to the recipient. The movie recommendations felt more random and therefore more satisfying than the same ‘randomly’ recommendations from a list of 10 movies. The fact is that pre-measured data and algorithms can greatly improve the customer experience.
Serendipity can have a positive impact on product success, but the results must be positive. When consumers find a suggestion inappropriate or react negatively, they lose the sense of “happy coincidence.”
Conclusion
No matter where or how consumers stumble upon an ad, whether it’s search results or contextual serendipity, there are ways for publishers to increase conversion rates and maximize revenue. Through strategic use of SEO best practices and advanced technology, publishers can monetize their sites.
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