Intent-Based Ads vs. Regular Ads

by Roee Ganot April 27, 2016
April 27, 2016

The right advertising can help you reach your target audience and reach your business goals. You can take your business to the next level and establish long-term success.

But there are so many different options for how you can advertise, including different formats, styles and locations.

How do you choose the right one to meet your goals? No pressure, right?

Intent-based advertising can help you cut through all that decision making by delivering the right content to the right customers. Here’s what you need to know about the match between intent-based ads vs. regular ads:

Unique and Specific Content

Traditional ads are created with a general demographic in mind. They are displayed to every customer exactly the same.

Intent-based ads are created with a specific customer in mind and are shown only to customers who have shown an interest in that content.

The most common intent-based ad is the retargeted ad. If a person looks at a product on your site but doesn’t buy, a retargeted ad will show that same person that same product when they are visiting another site. They could be on Facebook a few days later and see an ad for that same product.

Other intent-based ads show customers products or services that they are likely to want based on their past behavior, such as looking at certain websites or liking certain pages on social media.

The ads are specific and unique to the customer.

Format Changes

Different users respond to different types of content. Some prefer to read while others like visual information such as photos and videos.

In order to reach more of your customers, you need ads that work well in all types of formats.

Intent-based ads are automatically displayed in the format that works best for the specific customer while the format of traditional ads is determined long before they are ever displayed. For example, if you want to run a video ad, you set up the campaign and let it run. With an intent-based ad campaign, you have multiple formats ready to go so that the right one can be displayed for the specific customer.

Location Dependence

Traditional ads are usually placed on any site that as a high user base and that shares some crossover with the target demographic.

Intent-based ads are only shown on those sites where the user is most likely to visit. Cookies are used to track customers to see where they go, and ads are shown on those sites.

Just like the content these ads display, their location is specific to each customer.

Cross-Platform Display

Marketers have more opportunities to reach their audience than ever before, including on a variety of devices such as laptops, tablets, and smartphones.

Content displays differently on each of these devices, which can significantly impact the performance of your ads.

Traditional ads can be responsive for different devices, but intent-based ads are created not just with the layout of these devices in mind but also how customers interact with these devices.

Intent-based ads are also displayed on the different devices using information about what devices the customer uses most.

Conversion Rates

For all the reasons mentioned above, intent-based ads produce much higher conversion rates than traditional ads.

Intent-based ads have been reported to generate more than 50 percent more sales and conversions than traditional ads.

Imagine what that could mean for your sales goals this year. And the next. And so on and so on.

It’s no wonder that so many more companies are using intent-based ads.

Intent-based ads offer a significant return on your investment. You will not only enjoy more sales, but you will enjoy far more sales in comparison to the money you spend on the ads. That means that you can get more results with less cash.

Spend the same amount you have spent on traditional ads and you’ll have far more sales. That means that you can spend a little less to still come out on top, and you’ll have some money left over to funnel back into other aspects of your business.

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