Unstructured Data in Display: Cut Through the Fog to Provide Insight


In my last last article, I talked about the importance of unstructured data for optimal performance in display advertising. This time, I’d like to bring that conversation full circle and explore another aspect of what unstructured data provides in spades: insight.

While performance is typically the primary way of measuring advertising efforts, insight about your specific buyer is undeniably the best way to kick-start that performance.

So, while advertisers find themselves in a foggy haze of excess information, clear and accurate insight becomes invaluable. Here’s a look at how unstructured data can be an influential vehicle by which true understanding can be gleaned, and then used as the fuel for important decisions.

Search Retargeting

When it comes to search retargeting, unstructured data supplies  insight that is otherwise unattainable. By ingesting detailed information on which keywords have worked — and haven’t worked — the path to optimization becomes clear. While advertisers relying on segments are left to optimize with blunt instruments, those using unstructured data can do so in a more precise and effective way.

The granular insights that unstructured data provide help to:

  • Improve current search retargeting and search campaigns
  • Effectively build future campaigns
  • Allocate spend more wisely

The keyword level performance data is essentially a road map, giving clear directions on how to quickly and effectively optimize campaigns to their goals. If a company that sells smartphones uses unstructured data, its advertising manager can view important information such as which model or smartphone brand used in search is most likely to convert to a sale.

In an actual example, 3,486 leads were produced by searches on one particular smartphone brand. In the same period of time, only 46 leads came from searches tied to a different brand.

The advertiser was able to redirect its costs to the high-performing keywords, and gain significantly more conversions as a result. This also allows marketing departments to tailor their creative efforts more closely to what performs best.

Likeliness of Conversion

Site Retargeting

With site retargeting, the insight unstructured data provides is of a different variety. It’s a window into how visitors to various pages or products on a site are responding to a campaign or creative.

This allows an advertiser to determine how much to bid for impressions based on which individual pages the user has visited, and to optimize creative around the same. This type of insight helps to determine product placements on sites and site navigation paths.

Furthermore, similar to what it brings into search retargeting, insights from unstructured data can drive creative decisions since it provides a more comprehensive view of the buyer.

For instance, a particular company might find that visitors who landed on a webpage with an image of a particular wallet collection converted far more than visitors who simply were directed to the home page. The advertisers within this company could then decide to design new landing pages that included the wallet collection, driving more subsequent conversions.

Read the full article on Search Engine Land