As the ad networks get better at data-based targeting, great ad creative has become more important than ever. Coupling precise targeting with extremely relevant creative can be a strong strategy for great performance.
However, the production of many variations of a specific creative hypothesis can be very time-consuming.
We’ve built a templating engine that helps us generate hundreds of small variations from an ad creative template. It can turn any element into a variable for its color, image, or text to generate many iterations of the ad creative to be used for catalog ads, or different micro-segments of an audience.
This tool helps us more quickly build out variants to test and allows our creative team to focus more on coming up with new hypotheses to test - ultimately helping us maintain strong performance for our partners.
Ad networks have become great at optimizing campaigns using down-funnel data. However, to get the most value out of their systems – you need to have a short feedback loop. This is especially hard for B2B or Consumer SAAS or high-price point consumer businesses since they don’t know the value of their user until many weeks or months after the user clicks on an ad.
Using a combination of first-party and third-party data, we’ve built a machine learning-based scoring system that helps us send more granular data back to ad networks.
These scores are based on multiple signals that indicate the likelihood of a visitor being a high value lead without having to wait weeks or months to find out. Attributes like their company size, what items they’ve added to a cart, or how much time they’ve spent on the page.
Using lead scoring refines the ad networks’ targeting capabilities, and ultimately increases the quality of the leads, subscribers, or purchasers we acquire.
Ensuring that you’re attributing conversions to the appropriate channel is one of the most common issues for companies at any stage.
As a performance agency, we care deeply about knowing how well we’re spending the budget we’re trusted with.
We realized that we’re constantly helping our clients build the same tool over and over again.
We help our clients build attribution infrastructure using our own software (Attribution.js), or their existing data lakes by connecting ad-spend data with product data.
This enables us to track attribution data as part of an action the user takes on your web or mobile property (like signing up or filling out a form) so you can attribute each action to a channel or campaign the way you want - whether it’s first-click, last-click, or other complex attribution models.