How to optimize your Meta campaign ROI with personalization

PlaybooksBy Mariana Bonanomi, Camila Shiratsubaki and Yasmin Gonçalves

If you run campaigns for Instagram or Facebook, you're already used to the idea of segmenting users based on a criterion. Have you ever thought about expanding your strategy to your own website?

By using personalized content based on the ads’ audience, you can deliver consistent, targeted messaging that reflects the offers users first saw, improving engagement and conversions without creating multiple landing pages.

This article is a how-to guide to help you personalize your website based on marketing campaigns. Follow this step-by-step playbook to implement this strategy effectively.

Increase ROI and reduce CAC with personalization

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How to match website content to Meta campaigns’ messaging

Creating an experience is as easy as defining which users you want to impact, what part of your website you want to change, and the personalized content you want to show them.

Start by heading to Experiences, click New, and choose a name for your experience. Now, we'll show you how to:

  • Segment users based on specific campaign attributes
  • Select the slot you want to personalize
  • And define which content you’ll display to users coming from a specific campaign.

Audience

With Croct, you can use the UTM parameters in your marketing campaigns (medium, source, campaign name, or term) to identify where the user is coming from. It is also possible to add two or more campaigns to the same audience using or, and, starts with, ends with, or matches.

Click on New audience and enter a CQL expression that matches the target audience, like this:

Click on New audience and enter a CQL expression that matches the target audience. You can use our campaign variable to segment your traffic. Here are some examples of segmentation criteria:

  • campaign's source is "instagram"
  • campaign's name matches "promo"
  • campaign's content matches "promo" and campaign's source is "instagram"
Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a form for defining audience name, ID, and criteria.
How to create an audience

Slot and content

Slots are any personalizable elements of your application.

Three wireframes highliting hero section, carousel section, and testimonials slots you can personalize.
Hero section, carousel section, and testimonials slot examples

Some popular choices are the hero section, carousel section, and testimonials. Still, you can also personalize any page section to include targeted information.

Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A drop down menu displays options of slots you can personalize.
How to select a slot

Select the slot you want to personalize, and finally, click on Content to specify elements such as images, copies, and button colors you want your audience to view. Be creative, and don’t forget to match the offer you’ve shown users on your ads.

Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a content form for images, copies, and colours of the personalized content
How to define personalized content

Extra options

Besides creating an audience, choosing the slot, and defining the content, you can also prioritize this experience over others, choose a different time zone, and schedule its start to whenever you prefer.

Screenshot of Croct's admin with buttons with options of scheduling, prioritizing, and choosing a time zone for a personalized experience.
You can schedule, prioritize, and choose a time zone for experiences

Next, publish your experience or go to the preview to see the magic happen!

What's next?

Personalizing your website based on marketing campaigns helps maintain consistent messaging, capture user attention, and increase conversions.

Use campaign tracking to tailor content and explore other personalization strategies, such as targeting organic search visitors or visitors coming from paid search campaigns. Start using these techniques with our platform to increase your conversion, reduce your CAC, and optimize your marketing results.

Need more inspiration? Browse other playbooks and check some personalization ideas for e-commerce or SaaS.

Happy personalization!

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