Strategy

Two Ways of Using the Conditional Publisher

Sanne Kruis

The Marketing Manager of The Next Ad.

Avg 17, 2017

Sometimes you might find it difficult to sell the right products, to the right people, with the right campaign at the right time. This is where our Conditional Publisher comes in. In this blog, we present you two solutions based on open feeds that can help you optimising your campaigns in the retail and e-commerce industry.

Do you want to have the most relevant campaigns on Facebook? Did you know that you can start and pause your campaigns, depending on different conditions? You’ve probably already heard about our Conditional Publishing feature but you might not know what you can actually do with it.

Imagine you are busy in the retail or e-commerce industry, selling products online via your website, offline via your stores or both online and offline. Sometimes you might find it difficult to sell the right products, to the right people, with the right campaign at the right time. This is where our Conditional Publisher comes in. In this blog, we present you two solutions based on open feeds that can help you optimising your campaigns in the retail and e-commerce industry:

1. Weather feed
2. National holidays

1 Weather feed

Sun cream vs. umbrella

Imagine you are a retailer selling products such as sun creams and umbrellas. The weather forecast for this week is sunshine and 30 degrees celsius. You are thinking ‘Yay, it’s time to promote my sun cream products and activate my summer campaign’. But what if turns out to just rain all day, every day? Surely, you don’t want to waste your money on ads promoting sun cream when no one will need it. Quite on the contrary, you want to be relevant right? With our Conditional Publisher you can prevent this issue by automatically pausing the campaign for your sun creams when it starts to rain and turning on your campaigns for your umbrellas. This way you make sure that your campaigns stay relevant.

Glasses vs. sun-glasses

Let’s assume you have an online and offline store selling glasses. Benjamin has recently visited your store in Amsterdam, to try out different designs of glasses. At your store he connects with your online app to check out prices and offers. In the end, he doesn’t end up buying glasses and goes home. In the evening, he goes on his laptop to check out Facebook and sees your Dynamic ads for different designs of glasses. He is convinced and finally orders a pair of glasses via your online store. As Benjamin is very happy with what he bought, you can use this momentum and data to retarget Benjamin (and Lookalike audiences) to upsell when the time is right. During the summer period, you can retarget Benjamin and boost your campaign for sunglasses and during the winter period you can activate your campaign for ski glasses. This is a win-win situation, both for you and for Benjamin.

Summer sport clothes vs. winter sport clothes

Are you a sport retailer, selling active wear for sporty people? You most probably have several different types of active wear, one focusing on summer and one on winter. Your summer range consists of sport bras and short pants, whereas your winter gear ranges from long leggings to waterproof jackets. To make sure your campaigns remain relevant, you can run your summer sport clothes campaign just before spring is starting, and pause it just before winter. You can use the Conditional Publisher to automatically activate and pause your campaigns.

2 National Holidays

When social media advertising is part of your job, it can be hard to disconnect and actually enjoy your holidays. It’s the nature of your job that requires you to always be online and constantly optimise your ads. Thankfully, The Next Ad and its Conditional Publisher can help you take a break during National Holidays such as Easter and Christmas by running your ads automatically. All you got to do is create your campaigns, set the rules and we will do the rest whilst you’re enjoying your holidays.

Or, from a different perspective, let’s say you run a campaign this year for Christmas Day and New Year’s Eve. On these days, you offer a special discount to your customers and wish them a Happy Christmas and a Happy New Year. Instead of you having to manually create, run and manage the campaign, you can use the Conditional Publisher to activate and deactivate the campaign and therefore schedule it ahead.

Do you feel like you finally understand the different ways of using our Conditional Publisher? Share your experiences with the Conditional Publisher in the retail and e-commerce industry. This way we can improve and adapt our feature and help you have the best experience with our platform.