How to optimize your Meta campaign ROI with personalization

April 11, 2024PlaybooksBy Mariana Bonanomi, Camila Shiratsubaki and Yasmin Gonçalves

Brands are constantly innovating to engage their audience in today’s ever-growing digital landscape. From influencer collaborations to social media ad campaigns, businesses explore diverse strategies to convey their message.

Yet, the end-user often feels lost and can’t find what they’re looking for amidst so much online noise.

Creating consistent, resonant communication across all channels is the only way to navigate this and stand out among the competition. Customers need to feel they can trust your brand and understand which problems you can help them solve. That is why you should always cut through the clutter to create a seamless experience for them.

How to match website content to Meta campaigns’ messaging

Users often click ads and go to your landing page, but don’t convert right away. Later, they head to your website and struggle to find the same offer they that impacted them through the social media promotion.

By tracking their interactions with your campaigns, you can create different versions of your site that dynamically display the exact same content from other touch-points. Each version is adapted to the marketing campaign that the user visualized earlier.

Follow the step-by-step in the next sections to learn how to do it using Croct’s personalization engine.

How to create a personalized experience

You can create a personalized experience in a few easy steps.

First, access your Workspace, then click Experiences and New.

Now, we'll show you how to segment users based on specific campaign attributes to create a new audience, select the slot where you want to deliver this communication, and the content you’ll display to users coming from a specific campaign.

Audience

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 term matches "promo"
• campaign's term matches "promo" and campaign's source is "instagram"

Slot and content

Slots are any personalizable elements of your application.

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

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.

Extra options

After creating an audience of users who viewed your ads, and defining both the slot you want to personalize and the content you want those users to view, everything is almost up and running!

You can also prioritize this experience over others, choose a different time zone, and schedule its start to whenever you prefer.

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

Wrapping up

Creating personalized communication on your website is a great strategy to grab the user’s attention, generating more engagement, and increasing conversions.

You can track marketing campaigns to ensure messaging consistency. Additionally, you can personalize your website based on organic searches or draw inspiration from some of our e-commerce personalization examples.

Here are some extra reads to help you tailor your messaging:

• Website personalization: a complete guide
• The search for conversions through sales funnel optimization

Sign up for a free account today and explore our platform to enhance your content delivery and improve your brand authority. Happy personalization!