The world of advertising is rapidly transforming, and with it, the consumer journey has become increasingly complex. With numerous touchpoints for marketers to reach their audience, the amount of data generated has become overwhelming. This is where automation comes into play as a valuable tool to help navigate and make sense of the vast amount of information.
Google’s Performance Max is a prime example of the power of automation in advertising. It allows advertisers to manage their campaigns across the Google ecosystem, resulting in more effective campaigns that meet their KPIs. This is a solution that every marketer should be considering as it continues to evolve and offer more features.
The Role of Agencies in an Automated World
As the advertising industry transforms, marketers must adapt to the changes. Despite the advancements in technology, human input combined with automation still outperforms automation working alone. Agencies bring a range of specialist skills to the table that can enhance the performance of campaigns, beyond what off-the-shelf solutions can achieve.
So, how can advertisers win in an automated world?
As automation becomes more prevalent, it will be increasingly challenging for advertisers to differentiate themselves from the competition. Here are five key actions advertisers can take to stay ahead of the curve:
Accurate Diagnosis and Strategy
Automation may handle the execution of campaigns, but marketers still play a crucial role in diagnosing the market and developing a comprehensive strategy. Focus on understanding your customers, their needs, and where they spend their time. Let automation handle the heavy lifting, but make sure your strategy addresses your customers’ needs.
Studies have consistently shown that creative is a critical aspect of any advertising campaign, and it drives over 50% of its success. Prioritize creative testing strategies, and partner with an agency that has creative capabilities to ensure that this remains a key aspect of your campaigns.
The algorithms used in your ad platform of choice will make better decisions based on the data they are fed. Invest time and effort into your data strategy and set-up to ensure that the right business data is fed into your campaigns, leading to better outcomes.
With so many media accounts looking similar, user experience outside of the ad interactions will play an increasingly significant role in campaign success. A robust experimentation roadmap can help improve the user journey, providing a feedback loop between your customers’ needs and your marketing efforts.
Measurement and Evaluation
Measurement is a critical function in digital media, serving as a feedback loop for what’s working and what’s not. Advertisers should build a comprehensive measurement strategy, incorporating geo-testing, uplift studies, and econometrics to gain a true understanding of the impact of their media campaigns.
In conclusion, automation is here to stay and will continue to shape the advertising industry. Advertisers must prioritize their data strategy, creative capabilities, and testing targeting options to improve their performance. A holistic measurement approach will help advertisers understand the impact of their media campaigns and make informed decisions.