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Everything Marketers Need to Know About Using Conversational Display Ads

Conversation with customers
Learn the use cases, benefits, entry points, and KPIs of conversational display ads for driving marketing performance.

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Want to reach most of the internet in real-time to deliver a personalized experience that drives revenue across every stage of your marketing funnel? This is possible thanks to conversational display ads with platforms like Google DV360. You can reach up to 90% of internet users through Google extensive display networks on desktop and mobile devices.

Conversational display ads integrated with marketing chatbots made with Spectrm’s conversational marketing platform help brands offer personalized experiences at scale. Drive full funnel results and create memorable engagements that customers come back for. Stand out from the competition and deliver experiences consumers are craving.

How can you get started with conversation display ads? These are use cases, benefits, and key performance indicators to measure success.

Use cases for conversational display ads

These are practical ways brands can use conversational ads to grow and reach more customers.

Guide customers through customized product discovery and recommendations

No customer is the same. They all have unique wants, needs, and desires. These are often unmet. Businesses give generic responses and recommendations that leave them wanting more. They don’t engage them immediately in their moment of highest interest with the right information.

Conversational display ads are capable of delivering real-time suggestions that are tailored to each person’s preferences. This leaves them delighted. Coming back to shop again. Telling their friends and family. 93% of businesses report an increase in revenue by using advanced personalization.

The amount of businesses that generate ROI from personalization

Conversational display ads enable you to get more value from display than ever before. This can accelerate time to purchase, improve brand lift metrics, and engage customers in a personalized way on the websites and apps where they spend all their time.

Conversions for conversational display ads running on Google DV360 are tracked via Floodlight tags. This is a piece of code that is placed on a website to track what users are doing after they visit from a display ad. Marketers can track two options: Counter or Sales. Counter activity measures the number of conversions associated with specific events like visiting a  page, buying a product, etc. Sales activity tracks the number of sales or items purchased. 

Conversational display ads should always use both view-through and last-click attribution models to accurately measure their full impact on marketing performance.

Watch Spectrm’s on-demand webinar to learn how to drive results across the full funnel with conversational display ads.

Improve branding while educating customers

Conversational display ads aren’t just for driving a conversion immediately. They are an excellent opportunity to build trust, authority, and credibility. Share content and news that relates to the customer’s interests. Educate them about your brand, products, and why they should purchase from you. 

80% of consumers are more likely to purchase after a personalized brand experience.  Create a consistent brand experience no matter where people engage you from.

The amount of customers that are more likely to purchase after a personalized experience

Entry points for conversational display ads

Entry points are the locations where customers discover and engage with your conversational display ad. They are where you bring customers into your conversational funnel using display ads connected to AI-powered chatbots.  

Conversational display ads have two main entry points. The first is through publisher websites on both desktop and mobile web. Users can click an ad they see on desktop or mobile websites to start a seamless conversation right within the display unit. This allows marketers to grab the attention of their target audience where they are active in a contextually relevant way and immediately engage them with a chat experience.

Conversational display ads also integrate with mobile apps via full-screen interstitial ads. Users can click a native advertisement to jump into a personalized and fun conversation with your brand. This traffic can be directed to product pages, content, FAQs, and other assets directly from the in-app chat.

How brands can benefit from conversational display ads

These are a few of the many benefits your brand will experience by using conversational display ads built with Spectrm.

Customize the customer journey at scale

Connect with customers where they already are from discovery to consideration and action. Accelerate conversions by guiding people through every step of the shopping experience. Improve marketing return on investment by delivering personalized recommendations when customers need them the most. 

Chatbots built with Spectrm’s conversational marketing platform help you sell more and scale growth by talking with customers. Not at them. You can provide them with offers that are most relevant to their preferences. Tailor suggestions based on the customer’s budget and who they are shopping for. 

Want more insight into how customer preferences are being used to drive action across ecommerce marketing funnels? Download Spectrm’s industry report on the power of personalization and innovation in e-commerce.

Accelerate the buyer journey by engaging each customer one-on-one

Every customer’s preferences are widely unique. Some are shopping for themselves. Some are shopping for others. They have different budgets and interests. They have e different buying triggers and purchase concerns. Conversational display ads create valuable connections and increase how fast people go from finding your brand to converting.

Conversational marketing chatbots help create memorable experiences that speak directly to the needs and wants of individuals. This is an element of shopping that consumers are craving. They want something fun, memorable, and engaging. Not one-to-many advertisements that irritate them and cause banner fatigue.

Reach 90% of the internet and increase customer acquisition

Marketing chatbots built with Spectrm integrate with conversational display ads via Google DV360. These channels empower your brand to leverage Google’s extensive display network and reach 90% of internet users. Connect with them on channels they visit frequently like desktop and mobile web. Engage them in an interactive and fun way that promotes action.

Use conversational display ads to improve omnichannel marketing and branding. Create a seamless and familiar experience no matter where consumers engage with you. One they will remember and tell their friends about.

Conversational display ads key performance metrics

How do you know if your conversational display ads are performing well and generating a return on investment? These are some of the most important key performance indicators (KPIs) for conversational display ads. For a more extensive list of KPIs for measuring marketing chatbot ROI, read our full article on marketing chatbot KPIs.

User utterances

Messages sent by typing or tapping an element on a screen are called user utterances. Exit actions like clicking to a landing page are not considered as an utterance. They are capped at 50 per session. Measuring user utterances gives you insight into the number of actions people are taking during conversation and whether they are engaged or not.

Engaged conversations

Impressions that generate at least one user utterance are measured as engaged conversations. 

Engaged conversations = Number of impressions / Users with at least one user utterances

For example, if your conversational display ads create 1,000,000 impressions and 2,500 users with at least one user utterance, that’s 400 engaged conversations. Measuring this allows you to test creatives, conversation templates, and sales copy for the most engaging experience.

Cost per engaged conversation (CPEC)

The cost per conversation you start that generates at least one user utterance is measured as cost per engaged conversation (CPEC). Measuring this metric helps your brand reduce costs to acquire more customers with less ad spend.

Cost per engaged conversation = Total cost / Engaged conversations x 100

For example, if you spend $5,000 on conversational display ads and it generates 10,000 engaged conversations, that’s a $50 CPEC.

In-conversation click outs

Users clicking to your landing page from a conversational display ad is measured as in-conversation click outs. 

In-conversation clicks outs = Total conversations / landing page click outs

For example, if a conversational display ad creates 2,500 conversations with customers and 250 clicks to a landing page, that’s a 10% in-conversation click out rate.

User interactions

User interactions are the measurement of how many utterances and in-conversation click outs were generated from a conversational ad campaign. Average user interactions are then calculated by dividing user interaction by engaged conversations. 

User interactions = User utterances + in-conversation click outs / Engaged conversations

It’s important to measure this to determine if engaged conversations are not driving click outs for example. You can then test different creatives and sales copy to improve performance.

Average engaged conversation time

How long customers spend engaging with your business can help discover new ways to prompt action, responses, and shorten the buyer journey. The time people spend in a conversation is measured in seconds.

Average engaged conversation time = Total conversation time / Engaged conversations

For example, if a conversational ad campaign generated a total of 600 minutes of conversations from 2,000 conversations, that’s an average engaged conversation time of 30 seconds.

Relative lift in awareness, consideration, and purchase intent

Conversational display ads built with Spectrm can also be measured with brand lift metrics. The first is awareness which measures how many prospects are exposed to and aware that your business exists. Secondly, the number of people that would consider purchasing from you can be increased with conversational chatbots is me. The probability a consumer will buy your product can be measured as purchase intent with conversational display ads.

On top of all of these metrics provided at the ad and campaign level, conversational display ads also enable you to capture declared data and rich customer insights on how customers engage with your brand in a messaging channel. This data is reported in Spectrm’s conversational marketing platform and helps to optimize your chatbot and learn more about your customers.

Wrapping up conversational display ads for marketers

Conversational display ads are an effective way to deliver personalized experiences at scale. Connect with customers in a meaningful and memorable way. Improve branding while educating consumers about why they should purchase your products. With platforms like Google DV360, marketers can reach up to 90% of internet users through Google extensive display networks using marketing chatbots in display ads.

Marketers can leverage entry points like websites and mobile apps to reach customers where they already are. Provide a seamless omnichannel experience no matter when or how people engage your brand. Customize each customer’s journey with personalized product and content recommendations. Accelerate the shopping experience and how fast people move from discovery to action.

Some of the most important metrics to measure when using conversational display ad campaign include:

  1. User utterances
  2. Engaged conversations
  3. Cost per engaged conversation
  4. In-conversation click outs
  5. User interactions
  6. Average engaged conversation
  7. Relative lifts in awareness, consideration, and purchase intent

Want to learn how your business can scale its growth and personalization with conversational ads? Get in touch with one of Spectrm’s conversational marketing experts now.

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