In today's fast-paced digital advertising landscape, continuous optimization is crucial for driving performance at scale. Managing an enterprise ad portfolio presents significant challenges, like balancing growth and headcount. Achieving local relevance within a complex media landscape is equally challenging, as enterprises strive to make their campaigns more granular on regional and local levels.
The key to overcoming these challenges and streamlining processes lies in centralizing your workflows with the help of automation. By centralizing critical workflows, across all major channels, you can accelerate account launches, streamline workflow management, optimize across channels, and address issues at scale.
Though these steps may appear daunting at scale—especially across thousands of ad accounts—-automation provides a systematic approach, ensuring every action taken is meaningful and impactful, ultimately driving better business outcomes.
In this article, we’ll dive into:
- An overview of enterprise ad campaign automation
- Best practices for getting started and maximizing your efforts
- A use case demonstrating success with enterprise ad campaign automation
What is enterprise ad campaign automation?
Enterprise ad campaign automation leverages technology and software to streamline the creation and management of advertising campaigns across multiple channels, including social media, search engines, and display networks. This approach helps organizations save time, cut costs, and enhance the efficiency and impact of their advertising efforts.
Here’s a few key items to keep in mind when getting started:
- Define your advertising goals: Before creating any advertising campaign, it is essential to define your goals and objectives, such as increasing brand awareness, driving more website traffic, generating leads, or increasing sales.
- Identify your target audience: Once you have defined your goals, you need to identify your target audience to ensure that your ads reach the right people. You can use customer data and analytics to create buyer personas and target your audience based on demographics, interests, behaviors, and other factors.
- Choose your advertising channels: Depending on your goals and target audience, you need to choose the right advertising channels that will best reach your audience, such as Google Ads, Amazon Ads, Facebook Ads or LinkedIn Ads.
- Create ad campaigns: After selecting the advertising channels, you can use ad campaign automation software to create and launch your campaigns quickly and efficiently. You can create ad copy, graphics, and videos, and test different variations to optimize your ad performance.
How to maximize your efforts
While the previously mentioned items can help you get started with enterprise ad automation, there’s ways you can further streamline your advertising efforts and improve your ROI. Below are some key steps to help you get the most out of ad campaign automation:
- Identify time-consuming tasks: Whether it's budget pacing, account and ad campaign building, or bulk managing accounts, all of these efforts can eat up precious bandwidth. By pinpointing these time-consuming tasks, you can begin to develop strategies to streamline operations. This might include adopting automation tools, refining workflows, or reallocating resources to ensure your team is working as efficiently as possible. The goal is to reduce manual workloads, allowing your team to focus on higher-value activities that drive growth and innovation.
- Streamline complex account structures: If you’re an enterprise that operates across multiple markets, or you have diverse product lines, managing a complex account structure is essential. This involves creating multiple campaigns and ad groups that are categorized by different criteria such as geography, product type, or customer segment.
- Monitor and optimize your campaigns: Ad campaign automation software can also help you monitor your campaigns in real-time and track your ad performance metrics, such as impressions, clicks, conversions, and return on ad spend (ROAS). Based on these metrics, you can optimize your campaigns by adjusting your targeting, bidding, and creative elements.
- Set up a portfolio-wide management structure: A portfolio-wide management structure allows enterprises to oversee and optimize multiple accounts from a single centralized system. This holistic approach ensures that resources are allocated efficiently across all campaigns, and performance metrics are standardized for easier analysis.
- Measure your results: Finally, you can use ad campaign automation software to generate reports and analyze your campaign results to see how well you achieved your advertising goals and identify areas for improvement.
By harnessing these technologies, and the best practices outlined above, organizations can also ensure their advertising efforts are both scalable and adaptable to ever-changing market dynamics. A few of the benefits, include:
- Centralized management of multiple advertising campaigns across various channels, such as social media, search engines, and display networks.
- Consistent messaging and branding across your most critical campaigns.
- Access to advanced analytics and reporting features, enabling advertisers to track performance metrics comprehensively and make data-driven decisions in real-time.
- Accurate ad spend and audience targeting.
- The ability to build thousands of compliant ads across your portfolio.
A use case for effortless enterprise ad campaign automation
With the time saved through automation, your organization can focus on strategic initiatives that drive growth and innovation. By employing automation, your organization unlocks higher productivity, improved accuracy, and increased efficiency, ultimately leading to a competitive edge and greater overall success.
Curious what that looks like in the real world? Let’s take a use case of automating Amazon Ads, for example. The rise of Amazon Ads creates an incredible opportunity to reach targeted, high-intent audiences, even without an Amazon “storefront.” However, like any new ad channel, it presents operational challenges that escalate when managed alongside other channels. With automation technology, such as Fluency Blueprints, advertising teams can effortlessly launch, manage, and scale Amazon Sponsored Display campaigns as part of their overall multi-channel strategy.
Key features include: easy data ingestion from various formats, customized campaign execution across accounts, creative customization using custom data, efficient model generation from Blueprints, and seamless campaign management within the same Blueprint. To experience Fluency's power in streamlining advertising and targeting precision, check out the overview video below:
Looking to take advantage of enterprise ad campaign automation? Fluency can help
Are you ready to unlock the benefits of enterprise ad campaign automation? Want to learn more about leveraging automation in your digital advertising strategy? Get in touch with the team at Fluency today.
