🔍 Find the best placement to maximize ad impact
Once you’ve identified which products to promote, it’s essential to place them in the most suitable and relevant spots to maximize exposure impact. Think of this as the fist audience refinement process.
Below are the most common data-driven strategies that you can choose from, based always in accordance with the retailer's retail media toolkit capabilities.
Ad Placement Strategy | Description | How to find the best placement position based on data |
Category Pages with Low Assortment Share | Target high-traffic categories where your assortment is underrepresented. | Go to Browsing Experience > Direct Navigation. Filter by category to find pages with low Share of Assortment but high traffic. |
Popular Search Keywords with Low Share | Focus on high-traffic search terms where your products have limited visibility. | Go to Browsing Experience > Search Results. Filter by product or category to identify high-traffic keywords with low Share of Assortment. |
Long-Tail Strategy | Target niche search terms or categories with lower competition. | Go to Browsing Experience > Search Results. Focus on low or medium popularity keywords or categories where your Share of Assortment is low. |
Cross-Relevant Categories | Advertise in categories related to your products, reaching shoppers browsing similar product types. | Go to Customer Intelligence > Category Affinity. Identify cross-shopped categories and confirm their traffic levels in Direct Navigation. |
Related Products on PDPs | Place ads on product detail pages (PDPs) of complementary items. | Go to Customer Intelligence > Cross-Sell Opportunities. Identify complementary products and check their PDP traffic in Sale Pulse pageview data. |
Competitor Products on PDPs | Target product detail pages of competing brands to showcase your product as a better alternative. | Go to Sales Pulse to identify top competitors in the category. Analyze their PDP traffic in Sale Pulse pageview data. |
Seasonally Relevant Search Terms or Pages | Focus on keywords and pages tied to seasonal trends. | Use Browsing Experience > Search Results. Analyze trendlines over time and focus on seasonal peaks in traffic for relevant categories. |
"Frequently Bought Together" Sections | Highlight products in complementary pairings shown in these sections to encourage larger purchases. | Go to Customer Intelligence > Cross-Sell Opportunities. Identify frequently bought-together products and bundle opportunities. |
High-Traffic, Low-Competition Pages | Advertise on high-traffic pages with minimal ad competition to maximize ROI. | Go to Browsing Experience > Direct Navigation and Search Results. Identify pages with high traffic and low ad saturation. |