Optimizing ad spend with Lytics audiences
- January 25, 2021
- By Dillon Paul
According to Hubspot, almost 7 in 10 marketers believe that paid online advertising is either very or extremely important to their marketing strategy. Digital advertising enables marketers to deliver key brand messages and appropriate offers to customers across the digital landscape. But like any paid channel, it’s critical to evaluate what’s working and optimize spend to deliver maximum impact efficiently.
Creating audiences in Lytics allows marketers to precisely target the right customers for any given message. As such, it’s critical that marketers can deploy ads effectively using their execution channels–in this case, ad networks.
As Product Manager of Integrations at Lytics, I heard from our customers that increased ad network support was critical to their marketing success.
Increasing Lytics’ ad network connections
Over the last half of 2020, we committed to building out our connections to the ad networks marketers are using. We nearly tripled the number of ad network tools available as execution channels for our clients and also increased the functionality of Lytics on ad networks that we already connected to. As a result, marketers can now use Lytics audiences across a wide variety of tools, including:
And we’re not done there–we’re currently also working on our connections to Google Display & Video 360, and we’re committed to connecting Lytics to all the tools marketers need to reach customers with ads.
Leveraging Lytics’ audiences within ad networks
With Lytics audiences, marketing teams already have the ability to select and target highly specific groups of customers for personalized experiences–and these connections expand personalization opportunities across the leading ad networks. Lytics’ AI-powered data science lets you create lookalike models based on ideal audiences, like high-value customers, and the predictive power of behavioral scoring.
Marketers may optimize ad content for these precisely defined customer segments, saving resources, for example, by not hitting satisfied customers with winback promotions.
With a customer data platform that connects to your ad network, like Lytics, you can surface insights from disparate platforms to make data-driven decisions on which ad campaigns to present to users. Additionally, aggregated ad impressions and clicks metrics can further influence automated decision-making along your customer journeys.
Orchestrating omni-channel marketing campaigns
Lytics decision engine can help marketers optimize channel decisions. For example, if ads on a given network, like Google Ad Network, are performing better than an email campaign with the same goal, Lytics can dynamically route users into the appropriate audience and serve them the ads that are helping achieve your goals — whether it be to place an order, join a loyalty program, or any other business objective.
Commitment to innovation
We’re committed to continuously improving Lytics to meet the needs of our customers and users, marketing professionals like you. Our investment in improving connections to ad networks continues, and we look forward to sharing our latest innovations in leveraging data science and AI to achieve greater control over your ad spend.
Visit our use case navigator and select ‘Ads’ to learn how Lytics can help you acquire new customers, optimize spend and reach your advertising goals.
Stay informed of our latest product updates by visiting our Product Updates page.
To explore all of our integrations further, visit lytics.com/integrations.