How To Manage Your Ad Campaigns To Maximize AI Performance
David Stein
Our digital advertising management platform combines AI and data to improve the ROI of every campaign.
With so many digital advertising options, it takes a focused strategy to maximize results. Keep in mind that any digital strategy takes some time to start producing results. There are no instant wins here. AI will do its job better once you have more conversion data for it to analyze. That takes some time.
Your initial approach should be simple, taking advantage of platforms with the most traffic like Google, Facebook and Instagram. Your goal early on is to be gathering data that AI can use to improve your lead gen.
Implementing Your AI Strategy
As your campaigns run over time and you gather more data, you can begin to scale your efforts.
Use Smart Bidding
Take advantage of algorithm-based offerings like Smart Bidding, which has all but replaced manual bidding. Smart Bidding refers to bid strategies that use Google AI to optimize for conversions or conversion value in each and every auction—a feature known as “auction-time bidding."?
Smart Bidding can look at thousands of data points in real-time as it adjusts bids for every single auction you enter. It lets you tap into advanced machine learning so you can make more accurate predictions, more efficiently manage your campaigns, and improve overall performance. Enhanced reporting tools also allow you to gather deeper insights into your bidding performance and analyze results to determine what changes are necessary to boost results. Manual Bidding still makes sense when the data volume is too low for Smart Bidding to succeed.
Expand Your Audience
Now that you have more data, you will want to expand your audience. Targeting in digital advertising is becoming much more automated and highly specialized. For Google and Meta consider:
Optimize Your Landing Page
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You’ll also want to optimize your landing page so all of those new eyes looking at your site are seeing an effective message. Keep your design responsive – it must work on mobile! Draw prospects in with a clear headline. You also need to make sure you convey a sense of urgency to respond now and give a clear CTA.Make sure you test your ads to ensure all of the links are working properly.
Connect To Your CRM
It’s easier than ever to connect the platform you’re using to your CRM so you can instantly begin working your leads. Make sure you set this up and test it.
Teach AI What Works?And What Doesn’t
Just because you are using AI doesn’t mean you no longer have to look at your data. The more you analyze your data and help the ad platform you’re using understand which leads progressed through your pipeline and which ones were duds, the better AI will be able to help you moving forward. Working with your data on an ongoing basis is critical for improving results.
Test And Make Improvements
Test elements of your campaigns (different CTAs, different headlines, etc.) to see which delivers the best results. Please remember to only test one element at a time or you won’t know which one affected your results. ?
AI is the newest option in the digital marketing toolbox.?Take advantage of all the ways you can use AI to improve your lead gen. It’s worth exploring because it works, and the options available are only getting better.
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