Alcance compradores com alta intenção no momento certo, através de anúncios colaborativos

Sempre falamos aqui sobre a importância de manter a comunicação com os clientes e em investir em formas criativas e eficientes para vender produtos durante períodos de mudanças. Os anúncios colaborativos são uma boa opção para isso, especialmente para marcas que não têm um e-commerce montado.

Com eles, uma marca de bens de consumo, por exemplo, pode trabalhar em parceria com uma varejista para divulgar seus produtos. Juntas, as duas podem promover anúncios apenas com itens da marca, que levam o cliente para o site ou app da loja. Uma boa opção são clientes que operam em atacado e passam a dividir seus investimentos em anúncios para atacado e varejo, distribuindo seus leads para seus representantes.

Como funcionam os anúncios colaborativos?

Os anúncios colaborativos permitem que marcas que vendem produtos no varejo e e-commerce, rodem suas próprias campanhas de venda direta, alcançando compradores com alta intenção no momento certo, impulsionando as vendas de seus produtos online. Os anúncios são veiculados em parceria com um varejista e levam os clientes para o site ou aplicativo dele.

Com os anúncios colaborativos, apenas com o compartilhamento de um segmento de catálogo do varejista com os produtos da marca, é possível segmentar sua audiência para alcançar pessoas com maior probabilidade de comprar seus produtos, otimizar suas campanhas para gerar resultados e mensurar o impacto de suas campanhas em vendas.

Atualmente, é possível rodar anúncios colaborativos com dois objetivos de campanha: venda de catálogo e conversão. Eles são objetivos complementares e possuem diferentes vantagens.

Com o objetivo de venda de catálogo, é possível veicular anúncios para pessoas com intenção de comprar seus produtos e mostrar automaticamente o que ele tem de mais relevante por pessoa, com base no segmento de catálogo, sem precisar configurar os anúncios individualmente. Além disso, com o parceiro mantendo o catálogo de produtos atualizados, os anúncios colaborativos só vão exibir produtos em estoque e com os preços certos.

Já o objetivo de conversão, permite que as marcas personalizem mais a segmentação e usem criativos diferentes, não necessariamente, baseados no segmento de catálogo. Com esse objetivo, é possível enviar tráfego para um determinado endereço dentro do site ou aplicativo do varejista, sem necessariamente ser a página de um produto – e ainda assim mensurar os resultados.

Conteúdo preparado com ❤️ pelo time da HRI DIGITAL, inspirado em artigo – Facebook for Business.

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Alcance compradores com alta intenção no momento certo, através de anúncios colaborativos