Blog - Fluency

Our blog explores the challenges and opportunities that exist while growing and scaling a digital advertising business.

In 2020, 90% of the Digital Advertising workload will be done by Robots

Nearly everyone has automated 10% of the management of their digital advertising portfolio. Before you go patting yourself on the back, pay attention to what has happened in the past 2 years. The tides have dramatically changed and there is now a race to automate 90% of digital advertising. If you think it isn’t possible, you need to question that thought. The winners are currently adopting this shift and the losers will be left behind unable to compete on price or performance.

Solid Fundamentals Prepare You For Bid Management

If your advertising is simply not performing like it should, the reason is probably not what you think. Most digital marketing agencies will turn to bid management as the first thing to fix, when in reality, it should be the finishing touch. So where do you look to run a large volume, customized, and repeatable ad program with accuracy and efficiency?

The key to success in advertising performance lies in mastering content management. To get a better understanding of where content management intersects with bid management, first we need to explore Google’s mission "To organize the world's information and make it universally accessible and useful." Google has always been focused on delivering the most relevant results to the searcher, a practice that is built into their monetization model through a process called Quality Score. As defined by Google, “Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.” Translation: Google rewards agencies who focus on delivering the most relevant content to their searchers.

Cut & Paste is not a strategy

Business is booming. You’re experiencing double digit growth month over month, so you’re hiring 2-3 Strategists a month to keep pace. Chest bump. Your HR team is hard at work scouring LinkedIn and combing through resumes to find the most talented and strategic digital marketers to add to your team. The candidates have heard of your company (and its explosive growth) and can’t wait to get to work to push your client’s strategy to the next level …

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