THE IMPORTANCE OF CAMPAIGN OPTIMIZATION
You might be asking: “Why do I need to optimize my campaign? Wouldn’t it be better if I just automate everything to save time and effort?” The answer is, campaign optimization only uses a tiny bit more of your time and money budget, but it will bring you various benefits short-term and long-term.
Without campaign optimization, you could be wasting a tremendous amount of time and money on targeting irrelevant audiences, placing ads at wrong places or posting at the wrong times. And the worst thing is, you might not even realize that at all. But by optimizing your marketing campaign, you can direct your strategy to the correct target audience without having to waste time with uninterested parties. And a well-optimized campaign results in great advances in your brand’s social listening efforts, as you will be able to pinpoint exactly where your audience is and where your marketing activities are.
Campaign optimisation is the process a marketer takes to attempt to increase performance in different digital channels. This method of performance marketing includes examples of Google Ads, Facebook Ads, Amazon Ads, etc. By following a digital marketing strategy framework, your team can quickly increase performance and drive more revenue through paid digital channels.
There are two main ways to optimize a marketing campaign. First and foremost is automatic optimization. Machine learning is a holistic technique used in internet marketing to identify the best people to target or best places to use for display advertising. Campaign budget optimization, also known as CBO, starts with a central budget and then divides the budget automatically between segments of the target audience for optimal performance. And finally, placement optimization, a major part of social media optimization, automatically places the ad at the most cost-efficient but also the effective location for the customers.
On the other hand, manual optimisation uses insights from marketers to make changes to the campaigns. It is worth noting that even though machine learning is used, most of the time manual optimisation is added in for greater insights and ideas. Manual optimisation is mostly carried out through two processes. The first process, creative optimisation, involves reviewing the creatives performance, product stock level and turning ON/OFF to show only the highest performing or relevant ad. Due to the fact that this qualitative data is still out of the machine’s processing capabilities, it is necessary for humans to be involved. The second one, optimisation event, refers to a delivery system that uses machine learning to improve each ad’s performance and minimise your cost based on the chosen event.
To conclude, for all the reasons above, campaign optimisation is a step that all marketers and executives should take to elevate their marketing campaign and effectively use their time, work and money budget. D4E Media hopes that this article will guide and empower all marketers to develop better, more efficient marketing campaigns and remember, we are always at your service if you need help with building an awesome marketing campaign for your brand!
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