From emails to chatbots to scheduling, automation has transformed the way we work—and it’s only getting bigger: 86% of employees surveyed think automation will help them improve their efficiency, productivity, and growth. And one area that’s grown by leaps and bounds recently is creative automation.
Creative automation can be a lifesaver for small and/or stretched marketing teams (which is probably every marketing team ever) because it does the heavy lifting for you when it comes to some of the most time-consuming parts of creating, launching, and managing ads.
In this article, we’ll take a closer look at how marketers can take advantage of creative automation to save time.
What is creative automation?
In a nutshell, creative automation uses technology to automate the creation and/or optimization of your ad campaigns. This can include anything from simple A/B testing to more complex machine learning algorithms that will automatically generate new ad variations based on past performance.
There are a number of different platforms that offer creative automation, each with its own unique features and capabilities. Some of the more popular ones include Creatopy, BannerFlow, and Celtra.
How does creative automation work?
Creative automation apps create multiple versions of a base template automatically. Dynamic elements like text and audio are customized on top. Teams then link these components to a field in a data repository spreadsheet. When something in the spreadsheet changes, the dynamic elements respond. This makes it possible to launch an entire ad campaign with just a few clicks—and without ever having to leave your creative tools.
Why use creative automation?
Saving time is a major benefit of creative automation, but it's not the only one. Here are a few more reasons to consider using it in your marketing campaigns.
Improved quality: By running multiple versions of an ad simultaneously and letting the data determine which performs best, you can be confident that you’re always putting your best foot forward.
Increased efficiency: Automating the ad creation process frees up your team to focus on other tasks, like strategy and analysis. It also makes it easy to align your marketing campaigns, collect data, and learn what’s working (and what isn’t) faster.
Better organization: With all your creative assets stored in one central location, it’s easy to keep track of everything and ensure that everyone is working with the most current and effective versions.
Reduced production costs: By using automation to create ads, you have shorter production cycles, which saves time and therefore keeps costs low (not to mention reducing your dependency on agencies).
Better brand consistency: Automated ads can be templated to match your brand guidelines, ensuring that every ad that goes out meets your standards.
More scalable: As your business grows, you can quickly and easily scale your ad campaigns to reach more people without having to increase your team’s headcount.
Easier marketing localization: If you’re running campaigns in multiple countries, creative automation can help you customize your ads for each market while still maintaining brand consistency.
Easier A/B testing: A/B testing is famously time-consuming. With creative automation, you can test multiple versions of an ad—from banner ads to Facebook ads—to concurrently and quickly gather insights to inform your next round of tests.
5 Ways to get started with creative automation
If you’re convinced that creative automation is right for your business but you’re not sure where to begin, here are a few tips to help you get started.
1. Define your goals
What do you want to achieve? Do you want to save time on ad creation? Improve campaign performance? Collect data? All three? Be sure to establish some clear goals before you start shopping for a solution.
2. Do your research
Not all platforms are created equal. Spend some time researching your options to find the one that best meets your needs.
3. Consider your team’s needs
What does your team need from a creative automation platform? Make sure to take their input into account before making a final decision. Things like a user-friendly interface and good tech support are a must.
4. Compare features
Once you’ve narrowed down your options, it’s time to start comparing features. Which platform offers the features you need at a price that fits your budget? Create a shortlist.
5. Test it out
Don’t forget to test out the platform before committing to it. Most providers offer free trials so you can explore the features and see if it’s a good fit for your needs.
Discover MarinOne, the all-in-one advertising platform
Once you've determined the right tool for automating your creative assets, you can then save time with a tool for automating the distribution of those assets. Paid media management puts all your ads in one centralized campaign manager, from TikTok to Facebook to Google Ads…so you can see what creatives perform well on multiple platforms and what creatives will need to go back to the drawing board.
MarinOne is the most versatile PPC management tool on the market. It makes it easy to plan, buy, optimize, and report on all your campaigns. Plus, with our automation insights feature, you can easily uncover opportunities for reducing spend, make the most of high-performing areas, and analyze data across your channels to improve your campaigns with ease.
Request a demo today to see how we can help you streamline your ad creation process and improve your campaign performance.
We are thrilled to share that Marin Software has been recognized as a Strong Performer in The Forrester WaveTM: B2B Advertising Solutions Q3 2022 report, conducted by Forrester Research Inc. For many years Marin has aimed to provide you with the best advertising management solutions possible; and it is great to hear that our work stands out amongst the industry.
The report evaluated 14 B2B Advertising Solutions providers based on 28 criteria across their current offerings, strategies, and market presence. Marin Software received the top score in the B2B performance criterion reporting and also received the highest possible score in the execution roadmap and market approach criteria. We are proud of this recognition in these two areas. We have many other product improvements planned for the next year as well, so we hope to excel and shine in the other areas of evaluation in the coming months as well. Our primary goal is to listen to our users, stay at the forefront of paid media technology, and respond with the best possible tools accordingly.
According to the report, “Marin Software’s execution roadmap and market approach are superior and include the innovative use of audience data to enable a variety of B2B advertising use cases from e-commerce to ABM… Ad-level, performance-level, and ROI-level reporting are also superior.”
Our Chief Executive Officer, Chris Lien, said the following in regard to the report: “We are proud to be named as a Strong Performer in The Forrester WaveTM B2B Advertising Solutions report. We are committed to delivering B2B advertisers with the best solutions for analyzing, automating, and optimizing their marketing campaigns and we are thrilled to be recognized in the report.”
Marin has been helping advertisers advance their digital advertising campaigns for over 15 years and has managed over $40 billion in advertising spend for some of the world’s top brands. We look forward to continuing our innovation process, and if there are any other areas where our software can improve, the feedback of our clients is invaluable for us to keep moving forward and create the time-saving features digital marketers need.
Whether you are an existing client, or new to us and looking to potentially utilize MarinOne as your advertising automation tool, know that our team of experts are some of the most knowledgeable marketers you can find, and ready to help you strategize the best possible digital campaigns.
We also offer self-serve functionality to our MarinOne platform where you can get a unified view of your omnichannel marketing. Our industry leading optimization tools have flexible reporting to help advertisers maximize the impact and reach of their digital marketing investment across paid search, social, and ecommerce channels. Learn more about our offering in the ads management space–we're standing by ready to give you a complimentary analysis and consultation on your current campaign setup.
You can access The Forrester WaveTM: B2B Advertising Solutions, Q3 2022 here.
Marketing technology is advancing its pace, with innovative new platforms and approaches being released faster than ever. In an uncertain economy and inflation skyrocketing, many companies are rethinking their marketing budgets and trying to determine the best ways to be profitable. The pace of change in innovation and technology can make it difficult to determine what those digital marketing budgets ought to be. Find out how automation technology can help you optimize your digital marketing campaigns and determine the best budget allocation to ensure maximum ROI.
Several obstacles stand in the way of effective marketing budget allocation, both internal and external. These include:
Unpredictable consumer behavior
Economic uncertainty due to the COVID-19 pandemic (and the tightening of budgets as a result)
The age-old issue of fragmented marketing teams
Fortunately, many of the advances in marketing technology can help make budgets stretch that little bit further. For example, automation makes time-consuming processes such as A/B testing much more efficient – and effective.
As marketing can cover a wide range of areas (search, social, ecommerce, display, apps, CTV, video, website, etc.), budget allocation is also a great candidate for automation. If done properly, it can turn a complex process into something automatic, adaptive, and optimized – freeing up time for your team to think about the bigger picture.
How to automate budgeting
“Brands need to understand what is working across publishers and embrace budget fluidity to quickly shift their spend to the elements of their programs getting the best response.”
There are many platform-centric budgeting automation tools, such as Facebook’s CBO (campaign budget optimization), Amazon’s campaign bidding strategy, and Google’s tools and settings. While these allow you to flex your budget around averages for the day or month, they don’t integrate with each other, leaving you with a fragmented approach to your cross-channel budget.
A third-party automation tool can give you a birds-eye view over a range of platforms and incorporate external elements such as day-of-week or -month, month-of-year, or various promotional occasions such as holidays. You can also carry out highly detailed analysis that would otherwise cost you a lot of time.
Marin Software’s Autopilot does exactly that. It allows you to:
Find the right level of investment for your bid strategies
Forecast trade-offs between spend, volume, and efficiency
Automatically pace and maximize performance within your budget
Autopilot does this using a range of approaches that fall into the following categories:
Forecast expected conversions, revenue, and profit for your account or specific elements of your account. Autopilot can allocate spend across bid strategies according to your budget or efficiency target (CPA or RoAS).
Pace Track your spend over the month,quarter, or custom tracking period and adjust as needed to keep you on target.
Bid Apply predictive algorithms using MarinOne Bidding, which automatically incorporates over 75 signals to ensure responsiveness and accuracy across audiences, devices, location, and more. Add custom bid modifiers to adjust to external market signals that are relevant to your business.
When allocating budgets automatically, there are certain factors that you need to account for in the planning stages. It’s important to set goals that span the full range of your sales funnel and all audience segments. A typical campaign budget has to consider the following factors to ensure effective resource allocation: marketing funnel, campaign goals, campaign length, and budget focus.
The first consideration involves deciding if the campaign will take a full-funnel approach to engage customers throughout their brand interaction journey from awareness to retention. The next factor that affects budget allocation is the desired outcome of the campaign. This factor will help marketing teams decide the appropriate channels to use, geographies to target, and functions to perform.
Depending on the approach that marketers take, time can also have a significant impact on budgets. Smaller campaigns that run for short periods of time have a much smaller budget compared to campaigns that engage the customer throughout their lifetime. The final consideration for marketing teams is the focus of the campaign. This refers to the extent to which the budget determines spending. Marketing teams that have an efficiency focus might choose to spend more to achieve certain outcomes compared to a team that is constrained financially.
While the above considerations can provide an effective blueprint for the early stages of planning and budgeting for an online marketing campaign, it is important for marketing teams to develop and retain an in-depth understanding of how campaign performance is affected by financial decisions.
AI-powered software can help marketers effectively collect and analyze performance data to determine the point in the budget that offers teams the highest return on investment and adjust marketing budgets accordingly. Automated budget allocation also allows marketing teams to react quickly to changes in customer preferences, online behavior, or changing market conditions.
Candace Boren, Product Marketing Director at Marin Software, believes that a bid strategy is the best option for companies that wish to make the most of their marketing budgets. She shares that “capped bidding doesn’t perform as well near the level you have capped it at vs. uncapped automated bidding at the same level, highlighting why a bid strategy is better for managing budget spend than simply trying to ensure your daily spend adds up to your monthly budget perfectly.”
With a bid strategy in place and MarinOne’s pacing module adding the guardrails to keep you on track over the period, you shouldn’t have to worry about putting budget caps on your campaigns.
How to decide where to add incremental budget increases
With CPMs at all-time highs on Google and Facebook, marketers will have to get creative to stay within budget while making the most impact. That could mean testing new channels, testing new creative, timing and setting bids differently, and much more.
There are two major approaches that marketers can take to analyze campaign performance from a budget perspective and decide the point at which budget increments can be the most impactful; analysis by conversion rate and analysis by incremental lift.
The automation of these processes can have a direct and immediate impact on marketing campaign performance and can even help companies save money by optimizing resource allocation at all times. Japanese automotive brand Nissan found that collecting and analyzing data from keyword’s vertical, impression share rules, and more. The entire process is automated and allows Nissan to identify the point at which a customer is most likely to make a purchase and can ramp up engagement to increase conversion rates. This approach has allowed Nissan to increase lower-funnel conversions by 34% while reducing cost per lead by 8%, revealing exactly how a data-driven approach to digital marketing can help businesses fully optimize their customer outreach for the best results.
With so many variables at play in determining and managing digital budgets, it’s critical that marketers have the tools they need to stay on track while driving maximum performance.
When we set out to develop Marin Autopilot, our goal was to simplify life for digital marketers in such a complex advertising landscape. Simply give us your destination and we’ll make sure you get there.
If you are using Smart Bidding, not to worry. Autopilot works seamlessly with publisher bidding, keeping you on pace by adjusting the target for your Smart Bidding strategies, with the added benefit of transparency and control that you won’t get from publisher tools.
Today's consumers are always connected and always on the go. Marketing is omnipresent and users are incredibly sensitive now to inauthentic marketing tactics. Companies wanting to make a lasting impression need to shift their focus to catering to increasingly savvy digital marketing audiences. Continually innovating and coming up with the most creative marketing ideas possible is the only way to attract and engage customers in a competitive marketplace. All of this is easier said than done. In this article, we have listed 5 of the best creative marketing ideas that you can implement in 2022.
Design Content Specifically for Smaller Social Platforms like TikTok, Pinterest, and Snapchat
There is a trend in the industry of designing content for smaller social platforms, such as TikTok, Snapchat, or Pinterest. Designers and marketers alike need to pay attention to the layout and functionality of these smaller platforms and design their content with them in mind. This way we can provide an optimal, user-friendly experience for a broad range of users. Users that could ultimately end up converting on the company website.
TikTok has taken social media by storm in 2021. It is now the most popular live-video app among 13 to 18-year-olds, which is a demographic few other platforms have had success reaching over recent years. Assets for tiktok design should be vertical videos that are short, snappy, and successfully hook the user within the first 5 seconds.
Pinterest and Snapchat also continue to be large driving forces in the social media platform metaverse. Pinterest design needs to contain lots of pictures for viewers to see what's being talked about in a very literal way with any given topic. As an example, you could write a piece titled "10 DIY projects with supplies from Walmart" and include pictures of all the supplies you used to make the project.
Similar to Instagram, Snapchat design is most powerful when driven heavily by influencer campaigns or user-generated content. Marketing on Snapchat is tricky because it’s different from other forms of social media, but with over 11 billion daily active users the effort to create dynamic content will be well worth it. MarinOne’s paid social optimization tool can help you make the most of all social content optimization, especially when combined with a thoughtful paid advertising plan.
Invest in Short Form Video, Long Form Rarely Works (Except on Youtube)
We all know that video is a powerful medium that can be used to convey a message in an entertaining way, but what is rapidly changing in the video marketing space is the length of time that users will give video content the opportunity to be entertaining. A company may choose to use video marketing for a product or service release, educational assets, or even as a search engine optimization technique. A solid short-form video marketing strategy is something that should be included in every marketer’s optimization toolkit and should be considered as one of the top digital marketing strategies for 2022 and beyond.
In terms of video length, as marketers, we must “prove” that the content is indeed engaging within the first few seconds. And even more than that we must embrace short-formSnapchatTikTokhow-to editing from beginning to end--be prepared to make video content 15, 30, or 60 seconds in most cases. 2-3 minutes is acceptable in some cases, such as an explanatory video describing how a complex SaaS tool works, but be prepared to make every moment of those 3 minutes informative and visually interesting.
The only exception to this rule in the digital marketing space seems to be Youtube. With over 1.5 billion users and more than 400 hours of video uploaded every minute, YouTube has become one of the most popular and influential channels for marketers. Here is a quick guide when determining the ideal youtube video length for your content:
Short-form videos: Like other platforms, these videos are typically under 2 minutes in length, have higher watch rates, and have a low production value.
Mid-form videos: These are around 2 to 5 minutes long. They have a moderate production value but average watch rates. The majority of content on YouTube falls into this category--common topics include “how to” guides, quick tips, and tutorials.
Long-form videos: These are usually over 5 minutes in length and often promote a product or other content. Videos of extended lengths can be complex training, highly entertaining content, or lists featuring many different topics such as “The World’s Best 20 Cheapest Travel Destinations for 2022.”
Make Social Listening a Central Component to Content Planning
Social listening is the process of monitoring social media networks to find topics, trends, and insights. It's a great way for brands to find out what people are talking about them, what they are interested in, what their responses are to the brand's posts, and more. To stay relevant, content creators need to increase their social listening skills.
Social listening tools provide a central place for data related to conversations on social media networks. The key is to listen in on conversations, gather data, analyze it, and use insights gleaned from social listening to generate relevant content. While social listening used to be only available as an expensive service offered by consulting firms or expensive software systems, now many tools allow you to do this on your own. A few popular software systems in this space include Sprout Social, and Brandwatch.
Push the Envelope in Graphic Design, Especially for Paid Advertising
Graphic design is an important element in paid advertising - a well-designed ad draws the attention of the audience to what you are trying to sell, increases clicks, and incites action from the user. While the main objective of graphic design for any medium is to convey a message or an idea through images, symbols, words, and colors, advertising graphic design takes communication through these same visuals even further. It’s common to go through many stages to create an advertisement that is highly likely to convert and become part of an evergreen performance marketing campaign.
To still be effective in the competitive world of digital marketing today, graphic designers face a colossal task. They not only need to create strong visuals for websites but also graphics for a myriad of other assets like social media posts, email campaigns, and blog cards...all while maintaining a congruent user experience from channel to channel. The first stage for a designer to achieve the best possible ad is basic research like gathering textual information about the product, its history, and its target audience. A/B testing is the best practice for comparing ad creatives, and MarinOne’s display ad testing solution makes it easier than ever before. With the use of this tool’s sophisticated AI, potential ad campaign examples can be produced in mere minutes.
Complete the Customer Lifecycle with Marketing Automation
Marketing is no longer a one-time, short-term investment. Companies need to maintain a constant stream of marketing efforts to nurture their customers and maximize the lifetime value of their business.
The customer lifecycle is the process of interacting with a customer to satisfy their needs. It starts when a potential customer's need is just an idea and ends when they become loyal customers for your company. Connect by MarinOne has powerful data visualization and integration to get the full picture of your loyal customers’ lifecycle.
Marketing automation helps you in every step of the customer lifecycle by automating processes and providing insights about your customers’ preferences. More and more businesses are executing campaigns at scale using pre-configured workflows without requiring excessive manual input from employees. Some benefits to using marketing automation software effectively include increased efficiency in lead generation, higher sales conversions due to improved data accuracy, improved customer satisfaction by providing personalized interactions, and greater sales opportunities from targeted marketing campaigns.
What is consistent amongst all of these creative new marketing ideas is the need for authenticity within the content itself. Unique marketing strategies that include fascinating statistics, great storytelling, and beautiful design are paramount to stand out amongst all the noise. Thanks to MarinOne’s comprehensive suite of paid advertising optimization tools, staying at the forefront of innovation is now quicker, easier, and simpler.
Google Sheets has changed the way people collaborate today. This web-based spreadsheet tool serves as a free alternative to Microsoft Excel, the digital marketer’s mainstay. Sheets allows you to create and edit your data within an online spreadsheet. Your spreadsheets in the cloud, meaning your data can easily stay up to date because information is automatically saved as it’s typed. Multiple team members can collaborate in real-time from their phone, tablet or computer (online and offline) and create a single source of truth for your data so that you can analyse and interrogate your data for your reporting needs.
How can Google Sheets help my productivity?
Use Comments - there may be instances where you’ll question your data, formula or just want clarification on something within a Google Sheet. Instead of having to connect directly with the originator you can quickly and easily leave a comment through the applications built-in commenting feature.
Extending Google Sheets with Add-ons - You can extend Sheets with add-ons that build customised workflow improvements, establish connectivity to third-party systems such as Salesforce or Google Analytics, and integrate your Sheets data with other Google Workspace applications, like Google Slides or Google Forms.
Stay informed of changes to a Google Sheet - Create Notification Rules to send you an email when a change has been made to a Google Sheet. You’ll find it under this menu: Tools > Notification rules.
Create hyperlinks - It might sound simple but due to the nature of Google Sheets being online, hyperlinks are extremely useful to connect to other Google sheets / Docs / Slides within your shared Google Drive.
Connect to live data - Using the IMPORTHTML function, you can import your data from MarinOne by creating Web Query reports and scheduling the data to refresh on a recurring basis, saving precious hours of the day by not having to manually create reports. IMPORTHTML can also be used in numerous other ways, an example of which could be importing live weather data or exchange rates.
If you’re wanting to maximize Google Sheets’ potential and enhance your productivity, then you must get acquainted with Google Sheets. It's definitely a learning curve, especially if you’re used to using Excel, but once you start using Google Sheets to its potential you’ll quickly see it’s worth your time and effort.
Ok, so what about automation?
What type of things can I automate?
Marin has been able to help some of the largest brands in the world automate the management of their marketing campaigns directly from Google Sheets as well as build dynamic reporting dashboards in Google Sheets using multiple Publishers (i.e. Google, Facebook, Bing, ASA etc) and 1st / 3rd Party revenue and conversion data captured by Marin. Below are some of the Google Apps Scripts and solutions we have created to help support our customers’ day-to-day workflows. With these shortcuts, you can easily aggregate data in new ways. This is particularly effective when partnered with the MarinOne tool, as there is quite a bit of data that can be directly imported into, exported from, or copy/pasted bi-directionally between Google Sheets and MarinOne.
Templatize daily workflows to increase efficiency
As a marketer, it can be very time-consuming to add objects (such as keywords or creatives) to multiple different publishers at the same time in a collaborative manner. Think of Google sheets as all of your offline publisher editors rolled into one with a direct connection to our platform, negating the need for using multiple siloed tools such as Google Ads editor, Bing editor etc. Using a Marin - Google Apps Script, you can create or edit hundreds -- or even thousands -- of campaigns, groups, keywords, or ads with just a single click of a button directly in Google Sheets for multiple different publishers at the same time.
When a search query pairs with multiple keyword match types, and there are various ads supporting these keywords, the flow of regular traffic for the original search term will markedly diminish as your control over the matched keyword behaviour becomes severely hampered. Using a combination of data imported into Google Sheets directly from MarinOne and a Google Apps Script we have created to analyse the data, we can quickly surface those keywords that are cannibalizing your search paid media traffic.
Create foreign language ads using your native language
If you are planning to expand your marketing activity to additional markets or regions across the globe and do not have the support internally with creating foriegn language adcopy, fear not, we have a Google Apps Script that will take your current AdCopy and create new Ads in the language of your choice.
Why should you automate tasks in Google Sheets?
There’s the obvious reason that using Google Apps Scripts can save you a serious amount of time, allowing you and your colleagues to focus on higher value activities such as optimising your marketing campaigns. But there’s plenty of other less obvious reasons like:
Avoid mistakes by minimizing manual effort and letting AI-powered tasks automatically fire
Quickly summarize and aggregate your data
Universally apply styles and formatting
Create completely new spreadsheets or tabs
Use any Google Sheets function, feature, menu or toolbar
Translate foreign language text en masse (but always be sure to have a native speaker review the translation for accuracy)
Manipulate your spreadsheet to your liking with a single command
Once you've recorded a macro or created your Google Apps Script, you can link it to a keyboard shortcut in the form Ctrl+Alt+Shift+Number or even create a button directly within the spreadsheet to execute the task.
How can Marin help?
These are just a few of the solutions we have created, there are many other ways to save time and increase efficiency using the MarinOne tool in conjunction with other easily accessible tools. if you are an existing customer of Marin and are interested in the above or have other mundane tasks that you would like us to support in automating within Google Sheets then reach out to your account manager today.
If you're new to Marin, contact our sales team to get an analysis of how our platform can fit your needs.
If 2022 passes as quickly as the past two years have, it’ll be gone in the blink of an eye. Advertisers are paying close attention as Google is under pressure from regulators to meet its 2023 goal for deprecating tracking cookies.
After drawing criticism from privacy advocates, Google recently walked back FLoC (Federated Learning of Cohorts), a form of interest-based tracking that identifies users based on their shared interests, or “cohorts”. The concern from critics around FLoC was that it could make it easier for advertisers to identify users with “browser fingerprinting”, which shares information about user devices, browsers, and potentially demographic information.
Topics API is the latest proposal from Google for replacing third-party tracking cookies. Per Google, under Topics the browser identifies a user’s top interests for that week (things like “Fitness”, “Travel & Transportation”, etc) then shares them with participating sites and advertising partners. Topics are kept for three weeks on user’s devices and removed after that time. Google makes it clear that user’s Topics information will not be stored on external servers, including Google’s servers.
A bonus for user privacy advocates: in Chrome, Google is giving users the ability to view the topics associated with them, remove topics if they wish, and even the ability to disable Topics altogether.
While most would agree that this is a good move by Google for user privacy, where does this leave advertisers?
The general consensus is (justified) concern from advertisers, especially those who confronted Facebook’s deprecation in targeting capabilities post iOS14.5 adoption. Broader targeting inevitably means more challenges in reaching the intended users, so growing pains should be expected.
In particular, marketers have raised concerns about Topic availability as a hurdle to targeting accuracy. The Topics API Github page lists only 350 “topics” so far, which some feel might not contain enough nuance to accurately target customers. Google maintains that this list is in an early stage of development, so this issue may be addressed in the coming months.
As compared with FLoC, Topics gives users more control and flexibility over how they receive targeted advertising. Both FLoC and Topics represent a step down in precision targeting, so advertisers will need to adapt.
Despite the uncertain future for Topics API and Cookie deprecation, there are steps advertisers can take to prepare:
Prioritize First Party Data - Advertisers should maintain focus on collecting first party data which can be used to target customers directly or create lookalike audiences. Prioritizing strategies for developing brand-customer relationships can help with this.
Leverage Cross Channel Audiences - Marin Software also offers proprietary audience targeting options such as Social Intent for Search, which seamlessly integrates social audiences to power search campaigns. Options like this that leverage existing intent will be valuable to adaptation.
Keep Clients Up to Date - Nobody likes unhappy surprises, especially not advertising clients. Start communicating and developing a plan of action now and stay flexible as Google releases more information around Topics API in the coming months.
Test Marin Software for More Performance Power - MarinOne’s bidding algorithm consistently outperforms publisher bidding AND gives advertisers greater visibility into bidding. Advertisers will appreciate the transparency we offer as so many publishers reduce available optimization levers.
Digital display ad spending is on the rise, steadily increasing each year, with some estimates for programmatic digital display spend in the US over $115 billion by the end of 2022.
So why is display advertising growing so quickly? The answer is, in part, due to increased device usage (mobile, tablet, and laptop) in the last two years as consumers stayed home during the pandemic.
But, display advertising via Demand Side Platforms also provides some distinct advantages for marketers. A look at Yahoo! DSP, one of the premier providers of programmatic display advertising, gives some clear insights into the benefits of display advertising for brands (and consumers too).
First party data
Yahoo has a user base of over 800 million globally through their owned and operated properties, so brands can leverage these relationships to understand and reach their audiences. In addition, they draw on 200 billion daily data signals providing insights for data-driven decisions. That being said, Yahoo puts privacy and consumer choice first, creating a trusted environment for their users.
Mobile Ads: With the increase in mobile usage, Yahoo mobile ads are a must, and they are designed for vertical executions and to accommodate swiping, scrolling and screen rotation.
Video Ads: Yahoo delivers 2.7B monthly video views, making it easy for marketers to bring their brand story to life with interactive and shoppable formats.
Advanced TV: Yahoo’s unified DSP means brands have access to cross-screen TV placement providing incremental reach across linear and digital TV.
Audio Ads: Yahoo partners with the top music streaming platforms, and brands can also integrate into Yahoo owned and operated podcasts from TechCrunch, Yahoo Sports and more.
Other formats: Rounding out Yahoo’s omni-channel portfolio, Yahoo! DSP also provides access to solutions including digital out-of-home, brand integrations, and even immersive formats, like interactive video and AR-enabled ads, to make your ads innovate and your message resonate.
Exclusive and comprehensive inventory
Yahoo! DSP gives advertisers the advantage of exclusive omnichannel inventory from Yahoo Media properties like: Yahoo! Finance, Yahoo! News, Yahoo! Sports, engadget, and TechCrunch.
Yahoo also has an extensive network of premium 3rd party connections delivering a wide range of touch points and consumer interests.
By reaching customers in the right environments, brands can unleash their advertising potential and build quality connections at scale.
MarinOne + Yahoo! DSP
Now that you know all the reasons Yahoo! DSP is such an effective marketing channel, let’s look at how MarinOne’s Yahoo! DSP integration can supercharge your Yahoo campaigns.
Cross-channel reporting puts paid media metrics from search, social, display, and e-commerce all in one place. Combined with powerful dashboards for easy data visualization, you’ll have everything you need for effective account management in one place.
MarinOne for Yahoo also seamlessly integrates with your first party data like CRM and analytics tools as well as BI Tools such as Tableau and Google Data Studio so you have information when and where you need it.
Automated alerts can be set to notify marketers of performance changes saving you loads of time by not having to manually monitor your accounts.
MarinOne for Yahoo! DSP streamlines your workflows letting you adjust campaign status across multiple accounts and campaigns in just a few clicks.
The same goes for budgets: adjust your daily budgets across accounts and campaigns to easily manage your spend across your digital programs.
If your marketing team is understaffed, they may not be up to fulfilling all of your business goals. While a small team could theoretically handle the bulk of your tasks manually, this can lead to mistakes, missed opportunities, and eventually burnout—not good for morale, your reputation, or your customers.
Marketers need to evolve with technology that allows them to keep up with the fast-changing digital marketing landscape—and the customers driving those changes.
It makes sense to benefit from automation tools that handle your campaign management and other marketing activities—this makes your job easier and means you get to provide a better service to your customers.
To help you make the most of the tech out there, here are 9 ways automation can help out a short-staffed team while achieving your marketing objectives:
1. Automate workflows
Automating your marketing teams’ workflow saves time and money, allowing you to focus on the things that really matter. It’s not enough to just post for your company—competitors are vying for attention in any given area. Your accounts need content, promotions, advertising...in short, they need someone behind them constantly replying to queries and providing value across all channels. Automating this means the software can handle everything so you can focus on other business areas.
MarinOne lets you automatically adjust campaign bids using unique factors that impact your campaign performance, such as seasonality, ratings, new product launches, coverage in the media, and social media buzz so your ads are always optimized to perform well without you having to intervene.
MarinOne also automatically reviews search queries and adds keywords and negatives that meet user-specified criteria. We can track conversions associated with raw queries to provide better insight into whether keywords make sense to be added (or removed) based on their post-click success.
Keyword expansion increases your reach and improves your campaign efficiency automatically.
2. Increase the frequency of messages on social media channels
Increasing the frequency of messages on social channels helps to build rapport with your customers. They'll see a larger presence of your business on their social feeds and will assume you're very active—which means more trust.
Scheduling social media posts in advance used to be time-consuming. But now, automation tools can do many of the repetitive tasks for you, so it’s easier than ever to post relevant content on your social pages without needing someone there posting in real time.
Automation allows you to create a posting schedule for your social media accounts and then let the application take care of everything for you! You’ll get the best engagement when the post goes live on the platform (and there won’t be any embarrassing mistakes). The same goes for your ads: you can use automation tools, like MarinOne’s paid social ads management feature, to track, manage, and optimize your ads with the click of a button.
Take it a step further with Message Booster, which analyzes the performance and content of organic posts and automatically transforms the best ones into ads. Automating this content promotion and campaign creation can save you hours of manual work. By targeting specific audiences with Message Booster, you can reach people who are likely to purchase from you based on location, interests, and demographics that you define. And because your organic post has proven to be effective in engaging these types of customers, you can avoid using your ad spend on paid ads that may or may not interest your audience.
3. Work faster with bulk edits
With bulk uploads and inline edits, you'll have greater control over your day-to-day workflow. In MarinOne, you can use CSV or batch uploads to make thousands of changes at once. The campaigns, groups, keywords, or ads will appear on your account as soon as you complete all of the steps and push to the publisher within a few hours.
Unified bulk uploads allow you to work across accounts and publishers with a single action. Meanwhile, inline editing allows you to make adjustments or corrections without returning to Excel. This means less time hopping between documents and a lower chance of discrepancies and mistakes.
4. Build campaigns from your product feed
Building campaigns from your product feed provides an easy way to integrate product information into campaigns for many different ad platforms at once. Everything is kept in one place, and updating product information is easy so you don't have to worry about campaign updates channel by channel.
MarinOne builds keywords and creatives from a product feed and campaign template. Get complete coverage of your product with no manual work. You can also mechanize pausing and resuming based on inventory levels.
5. Stay informed of changes to your account
Marketing teams are busy, and sometimes things slip through the cracks. To avoid negative ramifications caused by human error, set up preprogrammed notifications about changes to your account such as status updates, new campaigns and ad groups, and the addition of shared library items. Staying clued in to what is being done by other team members as well as natural changes happening in your advertising campaigns will help you to stay responsive, resulting in timelier analysis and action.
6. Get automated recommendations on performance opportunities
MarinOne Insights highlights recommendations for improved performance across your accounts. You can think of this as a continuous audit that evaluates the effectiveness of your organization’s digital marketing activity. In fact, Insights is updated every 24 hours and uses historical data to uncover opportunities to reduce wasteful spending and capitalize on volume in high-performing areas.
Insights also provides performance impact estimates for incremental spend, conversion, and revenue and examples to show you exactly what you stand to gain when implementing recommendations. So no need to worry if you don’t have staff to analyze your accounts every day!
7. Integrate your data
Integrating your data into your ad management platform means you always have information at your fingertips without looking for it. Pull in data from your web analytics, mobile tracking, and CRM, and let the software take the strain.
Another benefit of integrating your software: you can more easily extract insights and create reports that incorporate all your data, not just some. This means you get better insight into your business, customers, and competitors and can use those insights to optimize your campaigns for the best performance.
With MarinOne, advertisers can also export data to Excel, Google Sheets, data warehouses and BI tools so you have information when and where you need it. .
8. Automated spend pacing
Keeping track of your spend is a must—don't let it fall to the wayside just because you're short-staffed. Pacing charts track your spending over the month, quarter, or another period you specify and automatically adjust your bidding targets to keep you on track. MarinOne helps you plan your targets with advanced forecasting, and then you can sit back while MarinOne manages your bids to keep you on budget through the period.
9. Consider managed services
If you are extremely tapped for resources and have the budget, you might consider partnering with an AdTech team that can manage and optimize your campaigns for you. This means that when you're busy or away, their team can run campaigns and optimize them for you, taking the strain off the rest of your staff. When they have questions, they can ping you with an email or DM so you can quickly provide the data needed to make informed decisions.
PPC advertising is already used by 45% of businesses to promote their products and services, and 62% of marketers plan to increase their PPC budgets. With figures like this, it’s clear that advertisers need to set themselves apart from competitors to drive more qualified leads and visitors.
Using the right PPC campaign management tool is a good place to start and can make a world of difference in how you manage your campaigns. In short, they can make your campaigns more effective and less time-consuming. But with such a vast array of tools on the market, choosing the best one can be a complex process—especially if you aren’t sure what to look out for or what features you need. We've put together a quick guide on what to keep in mind as you start exploring your options.
Choosing a PPC campaign management tool
So, what do you need in a PPC campaign management tool? Here are seven things to look for.
Meets your short-term and long-term business needs
Look for a tool that can help your business achieve its goals and enhance performance. The ideal solution should help you find new opportunities to improve your PPC campaigns and produce lasting results. When you begin your search, clearly outline your business needs. Once you’ve identified your goals, you can turn them into measurable objectives. Doing so will help you easily narrow down your options and find the solution that suits your business best.
Saves you time
The right PPC optimization tool will afford you more time to monitor and manage campaigns instead of getting bogged down with small, tedious tasks. Some tools are designed to create bulk campaigns or PPC ads using a keyword research tool or receive automated recommendations on bid adjustments. Using a PPC campaign management tool will also enable you to reduce in-house resources you’re currently devoting to digital marketing. Not only will it cut your expenditures, but you’ll have more free time to focus on other core areas of marketing that matter the most.
Has several different features
You want a tool to do more than just run audits or produce results on a dashboard. Pick a tool that has robust functionality and can help with:
Analyzing your performance
Monthly progress reports
Providing recommendations for improvement
Keeping you on budget
The price of a PPC campaign management tool may ultimately impact which solution you choose. However, using one allows you to determine an effective budget for your ads by channel and increase the ROI of all your campaigns, making it a worthwhile investment. By automating your campaigns and working at scale, the right tool can also help save costs on additional resources in your organization. So be sure to choose wisely and consider more than just the cost of the tool itself.
Helps you through the entire PPC journey
A PPC journey begins with an agency offering potential clients a proposal, which is typically done through a PPC audit that illustrates past success stories in the form of case studies, and a bit of sales know-how. After a client is on board, an ROI calculator and monthly reports will be needed. A solid PPC campaign management tool will be able to easily generate performance reports that can be converted into PDF format so everyone has access and can track your team’s success through the journey.
PPC campaign management tool features
When you purchase a PPC campaign management tool, you’ll want to be sure it includes all of these basics, and hopefully some additional unique extras too. Creating a criteria checklist of which attributes you need can help you spot which tool meets all of your requirements.
Standard tool features
Intuitive keyword search
PPC channels to target
AI-led customer rules
Split A/B testing
Cross-platform management capabilities
Why MarinOne is the right optimization tool for you
With the digital market constantly evolving, it’s crucial to keep up with the most current technology, especially when it can help improve your bottom line. The right PPC campaign management tool will deliver measurable results and minimize costs to drive your business forward. Additionally, it can help you stand out from your competitors and stay ahead of the game.
The success of your PPC campaigns depends on them being fully effective and efficient. If you’re looking to boost your sales and streamline your PPC campaign management, the right tool can make it easy. By taking a strategic approach to selecting the ideal PPC campaign management tool that’s best for you, you’ll achieve maximum results that will grow your business.
Now that you’ve read about how to choose the best PPC campaign management tool, take a look at why MarinOne is the best option on the market for both B2B and retail-focused marketers. Just a few of the time-saving features our tool offers include:
AI-powered Keyword Bid Changes
Unique Audience Segmentation and Testing
We offer free audits on your performance marketing campaigns and our team of expert consultants is ready to help you today.
Advertisers know how important optimization is, whether it’s major changes or several small changes throughout the week. With Marin Insights, making these regular optimizations is easy. Our Insights are designed to save you time and to catch important details that may have been missed.
Many advertisers are used to looking through multiple publishers and making adjustments within each of them. With the recommendation engine in Marin, you can easily make adjustments to multiple publishers at once. Whether that is downloading the Insight and re-uploading with the desired changes or using the one-click implementation that will seamlessly adjust each publisher included in the Insight. Leveraging data from multiple publishers can be useful for advertisers as well.
How Various Marin Insights Work
In Marin's “Duplicate Keywords” Insight, the MarinOne tool will look through your account and find keywords with the same text, publisher, match type, location target, and audience. Instead of looking through the account to find these, they will automatically be searched for every day and show up in the Insights section. We have now made the process of this Insight and several others easier by adding a one-click implementation. Saving more time with the click of a button, rather than manually updating these.
In the “Keyword Expansion” Insight, artificial intelligence technology looks at top-performing keywords across publishers and recommends adding them to other publishers. If Microsoft has great performance with a specific keyword, our Insight AI will pick up on that and suggest it be added to Google as well.
About the Insights Algorithm
We have years of digital experience that we’ve applied to perfect these algorithms. Every day automated machine learning will search your publishers, seeking out new opportunities for performance improvement. Using the Insights tab can save advertisers time, effort, and money. There are also separate sections of the Insights page that divide the Insights by category. Insights are a key initiative, and we are continuously working on creating new Insights and finding the best way to implement them.
Our one-click implementation Insights have been created for ease of execution, you click the button and we’ll do the rest. The one-click implementation Insights currently include;
Amazon Keyword Expansion - Add high performing search terms as exact keywords to gain bid control and improve performance.
Amazon Keyword Match Type Expansion - Add missing phrase and exact match keyword variations for high performing broad and phrase match keywords.
Apple Keyword Expansion - Add high performing search terms as exact keywords to gain bid control and improve performance.
Apple Keyword Match Type Expansion - Add missing exact match keyword variations for high performing broad match keywords.
Keyword Expansion - Add high performing search terms as exact keywords to gain bid control and improve performance.
Keyword Match Type Expansion - Add missing phrase and exact match keyword variations for high performing broad and phrase match keywords.
Negative Keyword Expansion - Add negative keywords for non-converting search terms to reduce wasteful spending.
Amazon Negative Keyword Expansion - Add negative keywords for non-converting search terms to reduce wasteful spending.
Budget Capped Campaigns - Increase budgets on high performing campaigns to improve overall efficiency. If spend needs to be maintained, reduce bid targets.
Ad Optimization - Pause or replace underperforming ads to drive more traffic to top performing ads.
Duplicate Keywords - Pause or delete duplicate keywords, keeping the keyword with the higher quality score or spend, to improve performance and make more informed bid decisions.
Landing Page Errors - Pause keywords directing traffic to broken landing pages until the issue is resolved.
Landing Page Errors (enhanced) - Resolve landing page errors or replace with functioning URLs.
Keyword Bid Overrides - Remove keyword bid overrides to allow Marin Bidding to optimize towards the bid strategy goal.
Bid Caps - Remove or raise bid strategy caps to allow Marin Bidding to operate more efficiently.
Bid Floors - Remove bid strategy floors to allow Marin Bidding to operate more efficiently.
Bid Changes Preview - Review bid changes recommended by Marin Bidding and set Bid Strategies to Traffic.
Bidding Reactivity - Prevent drastic daily bid changes by setting ‘Limit Bid Change under %’ to 25%.
The MarinOne Difference
There are many other Insights that we have within the platform as well. Some will eventually have one-click implementation, while others require more analysis. Advertisers have the ability to download any Insight on the page for a more thorough review if desired. We have set up our tool to include complete transparency on how we define an Insight which allows you to understand why specific recommendations have been made; and you will be able to implement Insights to several publishers from one page. By utilizing this tool, you will have more effectively optimized accounts and more time to focus on the real building blocks of your business.