Automation works with your CRM, engagement platform, social ad campaigns and metrics to set rules around your ad budget. It can assist with publishing, allowing you to run your ads on multiple platforms in multiple formats. Based on all the information it collects, your automation engine can suggest and implement ad changes.
The simple idea behind advertising automation is not to replace the human element of buying ads; instead, automation allows your brand to use data to strategically determine how you want the system to purchase ads. By combining your media-buying teams with technology that allows you to automate decision-making without having to sit by a computer, you can efficiently purchase ads, spending more money on those that are working while scaling back on those that are not, all without having to check your metrics at 2 a.m. on a Saturday night.
Additionally, combining social ads with your CRM system provides an extra layer of sophistication to your strategy. To best explain it, here’s an example from Peter Goodman, VP at Salesforce Marketing Cloud:
“If you take a mobile phone company, you have people that are in the CRM system that know exactly which accounts are up for renewal in a certain period of time. They know exactly which handsets people are using, which data terrace they’re on, how close they get to the data bundle every month, and whether it’s worth up-selling them. What they can actually create then is a tailored message via their email addresses or their telephone numbers to those individuals. What it will allow you to do is place people in buckets and target them with a message. All the people that use over their data bundle every month, ultimately what you should be looking to do from a cell phone company standpoint is actually sell them a bigger plan, or an unlimited data plan. It’s actually a benefit to them, as the individual, because they’re not going to spend as much money each month, and it’s actually a benefit to the cell phone companies because it’s in their business interest.
So if you think about the power of that, when you’ve got 10 million people in the U.S. on AT&T and they’re actually overrunning their data bundle each month, that’s a huge opportunity to market. But you can only find that information out if you’ve got the CRM system understanding about the customers and individual and then find clever ways to group those people together to then use the advertising channels that custom audiences give.”
That saves time and money.
It also frees your hands to create more content and focus on planning for your next campaign.
You can focus on engagement with your customers and drive conversions.
Here are some things to consider when it comes to automation:
- How much control to give to an automation system versus media-buying control
- How much money to devote to a budget for automated ad-purchasing
- The engagement threshold level for purchasing social ads automatically
- Who receives alerts when an automation level is triggered
- The type of ads that can be purchased automatically, versus manual purchasing
Goodman also talks about automation in regards to a budget solely devoted to automatically purchasing ads:
“Look at the term always-on. I think this is what it becomes. The real key is to mine data to understand when content should be amplified and when it shouldn’t. And I think there’s more money to know when it shouldn’t as much as to know when it should. Agencies and clients and CMOs will actually assign and start to build an “always-on” budget, and the budget will be used for fluid deployment of content.”
The following was an excerpt, originally printed in our ebook, Everything You Need to Know About Social Media Ads. To read on about social ads, click the button below.