In this article we will show you 7 efficient marketing automation tricks for your online advertising. Meanwhile, there are various providers on the market with very effective approaches on how marketing automation can efficiently improve digital campaigns and efficiency of online ads.
But what exactly is Marketing Automation?
The goal and purpose of marketing automation is to reach target groups, users and customers fully automatically on all marketing channels.
1. Keyword research automation
Especially with a very large pool of keywords, one can quickly lose the overview or set wrong priorities. Automation would be helpful and desirable here.
In addition to the main set of most important keywords, which every marketer should have in mind anyway, it can be useful to operate marketing automation for other relevant keywords, which replace the laborious and time-consuming manual matching.
Since these can quickly run into the hundreds or even thousands of keywords, keyword research automation makes sense here.
2. Ad generation
The times of time-consuming and cost-intensive banner and campaign creation are increasingly becoming a thing of the past.
Modern solutions from promo.com or NEXD, but also from established companies such as Adobe, offer marketers the possibility to create a template very quickly and easily with images, text and/or video and to scale this almost automatically to all required formats with the push of a button.
Especially for campaigns with many banners or campaign stories, the use of ad generation is now almost indispensable.
3. Automated Cross-channel budget allocation
Which ads are performing particularly well? Where are the highest conversion rates? Which banners generate the most leads? Key questions that are enormously important for every marketer.
Machine learning brings a big help for Marketers by introducing a practical solution of “Cross-channel budget allocation.” This solution is becoming more and more popular due to the many benefits it offers. Not only it saves time, but also marketers can stop wasting their budgets on inefficient campaigns and increase their overall marketing performance.
Nexoya offers its clients this solution; you can read more about it here.
4. Automatized Behavioral Tracking
Behavioral tracking provides insights into the most important KPIs. Important here are the following goals:
- Increasing relevant content
- Increasing engagement
- Higher click-through rates
- Lower CPC
- And a higher ROI
Behavioral tracking is used to analyze exactly which user acts where, when and how with the specific campaign content and from this, AI is used to draw conclusions about the aforementioned KPI’s and then optimize them accordingly.
5. Well planned and long-term roll out
Marketing automations are often very complex processes. Setting up and creating all content and touchpoints requires a lot of time and logic. But even the best setup cannot predict maximum success 100% of the time.
Try & error is also part of marketing automation. However, since it is not uncommon for large budgets to flow into these campaigns, it is worth not wasting all the fuel right at the beginning but trying it out and slowly readjusting it.
Seeing which content, campaigns, banners, etc. performs well and which does not provide information and the opportunity to optimize at an early stage.
6. Chatbots have proven their worth
This technology has been improving in recent years drastically. It is no doubt that this automation not only increases customer satisfaction but also provides various other benefits such as:
- Increase customer engagement
- Grow brand trustworthiness
- Collect valuable data about your target audience
- Increase potential leads
But chatbots have proven to offer even more. They can speed up the conversion process on-site. Let’s assume a user has placed a product in a basket but did not finish the purchase process within 20 minutes. With the help of chatbots, you can offer assistance and additional information for the user to proceed with the purchase.
7. Bid automation
Bid automation is not new in the market, but it is essential to understand different bidding automation strategies to make intelligent and thoughtful decisions.
The following bidding automation goals are most common:
- Maximize clicks
- Maximize conversions
- Target CPA (Target Cost-per-acquisition)
- Target ROAS (Target Return-on-ad-spend)
Automated bidding strategy is a great way to save precious working time and avoid human error. Nevertheless, it is important to remember that bid automation is based on machine learning and needs a proper amount of historical data in order to work seamlessly; therefore, marketers will not be able to see positive results immediately, and it takes its own time.