Bidding, Data Modeling & Improved Engagement In 2022
The last two years brought a lot of change. The worldwide pandemic sent many to work from home and many social activities ceased. Increased online privacy blocked advertisers from using third party cookies to deliver their ads. It can be challenging to find the right advertising strategy in light of these changes. In 2022, we expect paid online ad bidding to be perfected to accommodate this different world, for data modeling to be used to inform companies’ strategies, and a focus placed on improving engagement.
Ad Bidding
While bidding differs slightly across platforms, the basic concept is the same. You create an ad to run on a platform. You then tell that platform how much you are willing to spend for your ad to be shown. Depending on the platform, you can choose what you want to pay for. This means you could choose to pay the platform when someone views your ad, clicks on your ad, or even by conversion. The platform may have even more options. You choose to pay for what is most important to your strategy.
Google and Facebook are two examples of platforms that use bidding. Facebook ads will be shown to users as they scroll their news feed. Google ads are designed to appear at the top of search results when someone searches something on the platform. Expect better ad performance as these platforms adjust to accommodate a cookieless world.
Data Modeling
As with every change in the world, coming out on top as an advertiser will require testing and adjusting. You need to experiment, gather and analyze data. This is where data modeling comes into play.
Data modeling is a crucial part of marketing online today. It is the practice of taking your collected data and building it into a visual representation that tells a story. This story tells you how your ads are operating, who is looking or not looking at them, which ads do better and so on. The purpose of data modeling is to inform your future decisions about advertising.
In 2022, data modeling will be essential to developing your successful marketing strategy for the new season. It will communicate how you are operating in this new world and how you need to adjust your advertising for the future. Data is always an important asset when strategizing.
Improved Engagement
In the same vein, brands will focus on using their collected data to improve their online engagement. Because you can no longer depend on third party cookies to deliver your ads, companies will need to build more meaningful relationships with customers and collect first party cookies.
The longer you keep a user engaged with your brand, the better. On one hand, you can collect more first party data on them. But more importantly, the longer they are engaged the more likely they are to buy. Therefore, companies should focus on making all online presences more engaging.
While ad bidding, data modeling and online engagement are not new to the marketing world, they will be essential focuses for every business in 2022. When big changes happen in the world, it takes a moment to collectively assess the situation, adjust, test, and adjust again. Thus, in 2022, it is imperative as a business to focus on improving your online engagement and using the collected data to inform your decisions about bidding on ads and your marketing strategy as a whole.
