Companies lose potential revenue daily by failing to optimize their website content. Showing the right content — such as a search result, promotion, or offer — to the right person at the right time increases engagement and sales.
The issue here is that standard content management systems (whether a third-party or homegrown CMS) struggle to incorporate user intent, first-party data, and other targeting.
The solution? Optimizing content via an ad server, which specializes in maximizing relevance and click-through-rates.
Often, people think of ad servers as tools for placing ads bought by an external advertiser alone. They are also used, however, for optimizing any type of web or app traffic. To promote new paid services, in-house/internal ads, upsells, and so on (which convert users to customers and increase sales), companies are increasingly turning to ad serving tech rather than relying on their CMS.
In this article, we define internal promotions and discuss how to optimize and serve them via an ad server.
Companies frequently advertise their latest services, paid plans, events, and more within their website to increase paid users and drive sales. These (and more) all fall under the umbrella of “internal promotions," a broad term with multiple applications:
Companies usually serve internal promotions via a CMS (content management system) or inflexible third-party tools. However, CMS platforms can be difficult to manage, personalize, and scale, thus limiting revenue potential.
The main difference between a CMS and an ad server is that a CMS isn’t suited for personalizing the content each user sees (outside of search-based results). As such, they usually show the same content to every user, which isn’t ideal for internal promotions.
Additionally, marketers struggle with the manual management of a CMS, as it’s difficult to automate the starting/stopping/swapping of content. Often, something as basic as pausing a banner involves asking the engineering team to make the change — a waste of time for both teams.
On the other hand, ad servers allow for automated reporting, targeting, optimization, and management of ads. They provide features that personalize what content each user sees, leading to more engagement and revenue.
Such features include layering in first-party data; targeting around location, context, and search terms; revenue optimizations that favor promotions that perform well; and reporting for deeper analysis.
In looking back at our three use cases, then, switching to an ad server has the following benefits:
Do you see opportunities for optimizing and personalizing the content on your site? If so, using an ad server to display these internal promotions could help drive new revenue for you.
It’s important, though, that you use a server-side, API-based ad server, as this is the only way to launch this program without having to change the user experience. As the leader in ad APIs, we’re happy to set up a free consultation to see how we could help.
Sarah is an experienced writer with a software background, allowing her to translate between ad tech experts and lay readers. As Kevel's content writer, she writes for the blog and social media.