Introduction to Ad Intelligence
There is a continuous proliferation of advertising channels to market to customers. Google Shopping, Amazon, Walmart, and Target are popular advertising channels that are each pushing to win advertising dollars. Others like Facebook, LinkedIn, eBay, Best Buy, Home Depot, Houzz and others are also going after same dollars. This is challenging for online retailers to stay on top of and maximize value.
Ad campaigns help increase brand awareness. Running an ad campaign is usually an automatic process. Ad performance data is collected, and optimized ad campaigns are created based on performance data generated by the respective ad platform. However, the reporting metrics shared by the ad platforms alone are not sufficient for an advertiser to optimize ads.
What is Ad Intelligence?
Ad intelligence tool provides detailed insights into advertising of any online business on a near real-time. In other words, it’s a platform that provides unprecedented visibility on how and where your competitors spend ad money. It offers multi-dimensional data that you can utilize to gain visibility on your ad campaign performance across various regions, time zones, and devices.
The advertising intelligence solution tracks your strategic keywords and helps you answer questions as listed below. It is very difficult to answer these questions from data provided by ad hosting platforms alone.
- Major competitors in your competitive landscape
- Competitors’ advertising activity
- Competitors’ products, prices, and reviews and ratings
- The ins and outs of competitors across regions, times, and devices
- Your ad rank position and its changes over time
Specifically, you can get the following three views to boost your ad campaign performance –
1. Regional Competitive Dynamics
You gain in-depth knowledge about your ad’s competitive landscape, your major competitors at a national, regional, and metro level, and your keywords appearance by region. You can leverage this data to improve your ad campaign performance by making sure what’s happening on the search engine result page (SERP) matches your ad strategy goals and developing location-based ad campaigns to maximize your return on ad spend (ROAS).
For example, the graph below shows the regional level coverage of top advertisers by keyword impressions. This analysis was done for wine and liquor keywords to boost the ad impact with regional ad intelligence.
In the graph, Total Wine has very low visibility in the Ohio region. The data shows the fluctuating ad impressions by region, and the areas where they can improve. Regional ad intelligence will let you know where you have low visibility so you can devise a new plan to increase your impressions in that region.
2. Hourly Competition
The platform is scheduled to run every four hours. This provides you near-real-time data about your ad rank position and identifies the most competitive time of day for you to advertise and vice-versa. You can leverage the real-time insights to gain a high return on investment by reconsidering the allocation of ad spend on the least competitive hours.
Here’s another representation to showcase liquor and wine ads by advertiser and hour.
The analysis shows breakdown by advertiser by ad time and region. Total Wine & More has ads almost evenly spread between the three hours in all the regions except Ohio, where they have no ads during these times. This could be an area of opportunity for them to run ads during the least competitive of these times in Ohio. Instacart looks to be focusing all its ads during one time in the Virginia region (7 AM) and Ohio region (3 PM). So, a company like Instacart could possibly improve its ad visibility by focusing their ad spend during the 11 AM timeframe in Virginia rather than 7 AM.
3. Cross-Device Visibility
Today, customers use a variety of platforms — mobile, desktop, tablets, smart devices, wearables and much more — to shop, browse, and explore the internet. You need to consider where you can reach your customers and how you can do it across various platforms. Targeting customers on mobile phones is different than targeting customers on desktops, and consumers will be on different devices at different times of the day. Advertising intelligence helps you with cross-device targeting. It is crucial and should be a part of every advertising strategy. Also, it helps you to deliver consumer-specific ads through different channels or apps.
To better understand, you can see the graph below that represents the cross-device ads by region and hour.
From the above analysis, we can see that Ohio is the most competitive region at 3 pm ET, with 58% of advertisers visible on desktops. Likewise, the Ohio region at 7 am ET is the most competitive for mobile ads, with 47% of advertisers. Therefore, the Ohio region looks to be the most competitive overall, with more than 38% of the advertisers visible at all three times across devices.
You can utilize the aforementioned views coming from the ad intelligence platform to gain visibility your ad reporting platforms may not provide. Now, the next question is what can you do with this new insight coming from Ad Intelligence data?
There are 3 use cases:
1. Ad Content Analysis
Ad intelligence tracks your top-ranked ad content so you can understand factors affecting ad impression and position. You can track product title, image, price, review and rating, special promotions, tags and labels, local inventory ads (LIA) like ‘Curbside pickup’ as visible in various regions. From this, you can track following 4 factors to optimize your ad content to improve your Ad Quality Score.
a. Product Title
The title plays an important role in an ad’s impression by keyword. An enriched title can help you increase the click-through rate (CTR). Optimizing and analyzing product title for better ad performance is a must for maximizing ad impact.
b. Product Image
Optimizing your product images per the standard of your advertising channels will help you increase your product visibility, which improves conversion. For instance, Google Shopping requires at least 100 x 100 pixels for non-apparel images and at least 250 x 250 pixels for apparel images with no image larger than 64 megapixels and files larger than 16MB. Always make sure to double-check the size and quality of your product images to boost your rank.
c. Product Price
Monitoring your product’s price compared to similar items will give you visibility of your price competitiveness. Similarly, you can track price anomalies and make product and price changes to optimize your ad campaign performance. This should be done on a regular basis.
d. Ad Extension
Extensions play an important role in the positioning of ads. They are easy to implement with no additional cost to boost CTRs. So, it’s important to proactively analyze impactful ad extensions by industry and keywords, rather than reactively analyzing and experimenting on winning combinations.
2. Keyword Identification
To gain ad visibility in the very competitive ad marketplace, it is imperative that you consistently analyze keywords. To optimize your ad campaign performance, you must analyze data to identify negative and opportunity keywords, which have less competition but good search volume.
Ad intelligence gives you this unique data to identify keywords with better impressions, CTRs, and average cost of sales (ACOS).
3. Minimum Advertised Price (MAP) Violation Monitoring
Ad intelligence collects the price offered by sellers across multiple channels. You can track the MAP-enforced product’s price and detect if MAP violation has occurred. When a violation occurs, you have evidence to report.
Ad Intelligence provides in-depth visibility and analysis of your ad’s competitive landscape, which helps you optimize your ads and boost campaign performance.
Let Ad Intelligence maximize your ad impact. Use the strategic insight provided by an Ad Intelligence platform data to take decisive action and gain a competitive edge over competitors. Boost your advertising campaign performance and increases ROAS.