Working at AdRoll has many perks. From Monday night dinners and monthly wine tastings, to team outings and the obligatory ping-pong tables—the list is pretty long. But one of my favorite perks as a member of AdRoll’s marketing team, and as a certified digital marketing nerd, is being the first one to test AdRoll’s new and ground-breaking tech. So when one of AdRoll’s product managers, Albert Chen, swung by my desk to discuss testing dynamic ads for B2B, I was ecstatic.

But first, let’s clarify what dynamic ads are. 

The term “dynamic ads” refers to the ability to change the composition of a digital ad based on the attributes of the profile or cookie the ad is being served to.

For example, a segment of people who viewed pages related to Dr. Marten’s boots may be served dynamic ads that show images of multiple different boot styles within the ad itself.

Dynamic Ads are nothing new at AdRoll—our retail and B2C customers have been using the dynamic ad format for years and have seen that these highly-relevant ads drive great performance. And, traditionally, dynamic ads had been utilized best by retail advertisers. But Albert and his team saw how they could be expanded. Together, they put their brainpower towards adapting the solution to work for B2B campaigns.

The result? A dynamic-ads feature that fit seamlessly into AdRoll’s own retargeting and online ABM strategies.

How it works:

Dynamic ads for B2B utilize AdRoll’s CRM connections, such as the AdRoll-Marketo Connector. Our Marketo connector specifically allows AdRoll ABM customers to not only target Marketo segments, but also target ads based on a Marketo contact’s attributes—like job title, engagement score, and vertical. We’re also excited about our AdRoll-Salesforce Connector, which will be available in August.

From here, marketers can utilize AdRoll’s dynamic ad capabilities to insert any attribute of your target customers into ad itself. In other words, you can now serve hyper-personalized ads that have customized copy, CTAs, imagery, etc. based on your user’s Marketo attributes and your customer personas.

Our Test:

Like any good digital marketer, we wanted to test the feature before rolling it out across our entire strategy. Here’s the test we set up:

We tested the dynamic ads for B2B customers within one of our Marketo lifecycle segments and then further targeted within that segment to only contacts in North America, which looked like “Region = NAMER.”

We then chose to personalize the ads themselves using the attribute “Target Account” as a differentiator.

For ads on our target account list, we would serve ads that had the contact’s company name dynamically inserted into the copy. Each of these ads would feature a CTA button that read “Let’s Chat.” The ad would click through to a landing page that enables visitors to request a demo with one of our sales reps.

For contacts not on the target account list, we would still attempt to insert the company name (if no company name was provided we would just use “You” instead). However, the CTA button would read “Sign up Today” and click-through to AdRoll’s account signup page.

Both sets of ads allowed us to better personalize the ad content based on the contact’s attributes. As a control, we targeted the same segment with the ads we had been running previously.

We set a test budget for the test segment at just over $1k and pushed it live.

How it turned out:

1.2 million impressions later, and we had our initial test results on dynamic ads for B2B campaigns.

Surprisingly, the ads were less engaging when analyzed using our standard metrics. For example, the CTR compared to the control group was actually lower by 60%. Cue the nerves.

However, when we looked further down the funnel, the test really shocked us. The dynamic test ads had a CPA that was nearly 42% lower than the control. We wanted to confirm the results, so we let the test run for a bit longer. When we hit 1.6M impressions and the results still held, we decided to call it in favor of our dynamic ads.

CPA metrics aside, the AdRoll-Marketo Connector enabled us to present our sales team with a report that listed out exactly which accounts had been served impressions using the new tech. This info is key when aligning your ABM strategy with sales.

We’ve always known the power of hyper-personalization, but these results shocked us. It’s impossible to ignore the results of the data, and as such, we’ve committed to running dynamic ads for B2B across our full AdRoll strategy.

Click here if you’d like to learn more about Dynamic Ads for B2B, or AdRoll ABM.