Sokrati Ad Factory, as the name suggests, is an ad generation tool that helps you build and deploy rich online ads for multiple advertising channels. The tool uses the advertiser’s product feed information to generate various ad components like ad headline, ad copy, image and destination URL and then puts them all together to form the final ad.
So why do we need a tool to do all this? Let us consider an e-commerce site that wants to market a brand of shoes at a discount. The ad for this offer can be shown in different ways:
With different images (shoes in different colors / different styles)
With different offers or ad copies (“Upto 50% off” / XYZ Brand shoes starting at $29)
With links to different landing pages ( Linked to specific product / Linked to page with different products)
With different ad sizes (Especially relevant while advertising on display networks)
So a single shoe product can have anywhere between 2 to 20 different ad variations.
Now consider a situation where an advertiser has around a 100 SKUs to market on a daily basis. Each of these SKUs would require from 2 to 20 ads of their own to reach relevant audiences across ad channels. So that’s anywhere between 200 to 2000 ads that need to be created before the campaigns are launched.
Obviously, manually creating these ads is a slow and inefficient process, something the fast-paced world of digital marketing cannot afford. So we’ve devised the Sokrati Ad Factory that can deliver 1000s of rich ads for different channels by just using your site’s product feed.
Product feed and auto-tagging
The raw material for the Sokrati Ad Factory comes from the advertiser’s feed, which is a list of various ad components -the products that are to be advertised, ad images to be used, destination URLs and discount / special offers.
The product feed is then uploaded to the Sokrati Ad Factory tool for auto-tagging. Auto-tagging is used to group feed-fields into relatable pre-built categories. For example, the image showing high -heel shoes will probably be tagged under the category “tag:heel” and also tagged in the sub-category “tag:shoes”. Similarly other ad components like the images and URLs are also tagged automatically into relevant categories.
Why tag these fields? Read on.
Ad Production Mechanism
The tagging system is the heart of the Sokrati Ad Factory. The tags enable advertisers to choose those ad component variables that are required for building the ads. So if the advertiser wants to build ads for the product – high heel shoes, all he has to do is select the tag: high-heels under each ad component and the ad factory lists down all the ad component variables available under this tag.
Once the tagged variables are listed, the ad factory starts generating all possible combinations of ads under the tag:high-heels. It does not matter how many variables are present, the ad factory can generate 1000s of ad combinations automatically. These ad combinations can then be reviewed by the advertiser before uploading them to the campaigns. For display campaigns on networks like Google or Appnexus, the ads can also be fitted into the ad template size of the advertiser’s choice.
(For requesting a demo of Sokrati’s Ad Factory, click here)
Which ads are the best?
Obviously, each and every ad generated by the factory would be generating varying CTRs for the advertiser. This variation may be dependent on the messaging present in the ad, the ad-size or even the ad image. How does the advertiser identify those ad variables that perform better than their peers? Is there a cost-effective way of testing the worth of each of these individual ad component variables?
To learn how we solve this problem, read our post on Sokrati Creative Analytics.