Introduction to Smart Rules

Updated 

4 months ago

About 70% of consumers yearn for a more personalized ad experience. The key to delivering a personalized ad experience is:

Perfect message + Perfect audience + Perfect timing

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Picking the right time to advertise is not easy. It can vary by industry, brand, seasonality, and audience. Here are some examples of how advertising varies from time to time:

  • An ad for a soft drink gets higher conversions on a hot day.

  • Ads with relevant and trending hashtags receive higher engagement.

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Determining the best time of day to advertise requires data both from advertising analytics and external signals to help brands increase their awareness of the market and respond. The key to determining the best time is to:

  1. Be Aware - Pay attention to current talking points and trends, tune into major events, and stay up to date with things your audience is likely to be paying attention to.

  2. Respond Instantly - What’s popular this week might not be popular next week. The problem with popularity is that it can often be fleeting, which is why an instant response is needed.

The Solution: Smart Rules

Smart Rules are Rules that can be set up in the Ads Manager to apply to Paid Initiatives, Ad Sets or Ad Variants which can take certain actions, such as pausing, activating or apply Custom Fields to ads, based on specified weather or listening conditions. Leverage Smart Rules to solve the above challenges:

Be Aware
Respond Instantly

Access real-time weather updates across the globe from Aeris Weather feed.

Configure rules to automate ad optimizations based on weather conditions.

Access Sprinklr Insights listening data across social channels, TV, radio, print, and more.

Configure rules to automate ad optimizations based on sentiment/mentions around your brand or a topic.

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Smart Rule Use Cases

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  • Increase the budget of your ads using smart rules if there is a conversation about a character (i.e. the volume of mentions/positive sentiment increases for the main character) of a TV Show you are promoting.

  • Pause the ad using Smart Rule if there is an increase in the negative sentiment around the character/TV Show.

  • Your company offers three marquee vacations to the following destinations: Maldives, Maui, and Bali. In order to promote these destinations, you manually monitor listening volume and sentiment to determine the best time to activate ads.

  • Using Listening-Based Triggers, you can pre-define Paid Initiatives across channels for the three destinations and apply triggers to activate Paid Initiatives when market trends are in favor.

  • If you want to promote a sustainability Paid Initiative, you can create titles around Climate Change, Waste Management, Recycling, Plastic, Upcycle and swap your ads based on the most trending topic.

  • Use sentiment conditions to tag your ads, then use those tags to help analyse which types of creatives or products generate particularly positive or negative sentiment to inform future planning

Based on the different weather conditions, configure smart rules to promote your business.

  • For example, if you want to promote your household appliances company, you can set smart rules, particularly for heaters during Winter and air conditioners during Summer.

  • Food & Beverage brands may do additional awareness ads for ice cream or cold drinks during unseasonably warm weather

  • Travel & Hospitality brands may do additional conversion ads for sunny destinations during particularly miserable conditions

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