Creating a social media campaign can take anywhere between 2 hours and 45 days. If the campaign includes optimizing sponsored content, then the time needed is definitely on the upper end of this range.
There is a good reason why artificial intelligence (AI) is one of today’s hottest topics for advertising campaign optimization. It provides a sizable overhaul to the conventional models for individual management of advertising channels. It consolidates multiple advertising optimization solutions using high-level maths and statistics. Simply put, it’s an effective machine learning models for replacing hours of manual and cognitive labor on a marketer’s behalf.
Challenges in Advertising Optimization
Let’s say you’ve decided to run a Facebook ad campaign. The creative part of the job is done. Now you need some hard, cold facts to see if your campaign performs with success. Facing countless questions about what’s the best course to take in order to optimize your campaign, you study a number of advertising optimization strategies, taking time to explore each and every success hack.
You’ve optimized Facebook ads and shares. Dedicating budget to test several ad options, now you wait for some time to pass until all options get a decent number of impressions so that you have enough data to evaluate their performance. Some ads outperform others only because you’ve chosen a good time of the day. What were those exactly?
The next step is to optimize the ad schedule for managing ad frequency, which will eventually result is less frustration for your customers. It seems like you are finally getting somewhere.
But, hold on – what about picking the right campaign objective or varying your ad design to see what’s the ideally performing option?
Taking one step at a time to test all variations, more time goes by and the ad schedule you’ve set a few days ago doesn’t produce the same results as it used to do. Even if you’ve used a Facebook ads optimization tool, you somehow managed to cover only a portion of the optimization possibilities. Furthermore, while you were optimizing Facebook ads, you’ve neglected other advertising channels.
And – did you take account of your own time? That’s one resource a digital marketer mustn’t forget to optimize.
After doing all this, you probably face another important question: why doesn’t advertising optimization get less complicated?
Often, digital advertising optimization creates more questions than answers. When things move so fast like they do with new technologies for optimization in advertising, keeping up with the times is not easy.
How AI Marketing is an Optimization Time Saver
What’s the problem with conventional singular advertising models?
Many businesses using conventional models measure campaign success by looking at the numbers for each channel independently. If you are measuring what drives sales via individual channels, you miss out on a very important marketing success hack – ad interaction. This is not only a metric of how much your customers engage with an ad, but also about how ads interact with each other.
A customer sees a Facebook ad, performs a web search and clicks the “buy” button on your website. This scenario by itself is not that of a novelty, especially if you already use a marketing automation tool and have some experience in how various content interacts. With AI automation there is more.
Artificial intelligence uses sophisticated data analytics to gather insights about which is the most active sales channel. For instance, if reaching out to your Youtube audience with a paid ad cost you only 5 percent of the marketing budget while getting you 30 percent of the profit, its ROI is more effective than a display ad that accounted for 10 percent of the budget and drove only 16 percent of the sales. AI online advertising optimization algorithms are capable of predictive analytics that can help you gauge your budget without spending time on complex maths.
AI is capable of understanding, analyzing and diagnosing the multiple variables that factor in an advertising campaign, your time included. Many conventional methods for measuring campaign success that requires manually setting rules for a number of sales channels (and yes – even the businesses’ most dreaded must – the spreadsheet) are falling behind what artificial intelligence can do.
Frank.ai has managed to save time for one dealership of Harley Davidson and also achieved good results in the process. Keeping in mind that data driven approach with different channels requires a lot of effort and time to optimize, it is evident after few months of campaign runtime that the Oakland Harley Davidson has benefitted from the tool.
Sophisticated Data Generation
Companies have new ways of leveraging large volumes of data coming from a number of advertising channels. Cloud-based services, data storage, and the IoT are new sources that bring external variables into the system, allowing marketers to further optimize marketing budgets.
“Companies can often maintain their existing budgets yet achieve improvements of 10% to 30% (sometimes more) in marketing performance.” – (Harvard Business Review).
The above number is only a small part of what advanced analytics models can do for an advertising campaign. Moving forward, future intelligent tools with Analytics 4.0 capabilities can generate data from a complex social environment.
Business Insider reports that AI has moved beyond data analysis toward data generation, including the possibilities for generating data from computer vision and audio, which will enable automation of media content. The most valuable tool digital marketers can pick up from AI is advertising optimization with succinct segmentation, tracking, and keyword tagging. The same report includes a staggering statistic about how marketing executives feel about AI advertising adoption – out of the total number of respondents, 34 percent felt they knew very little for AI marketing.
According to Gartner, through 2020, companies that use cognitive ergonomics and system design in AI projects will be four times more successful than others. In the same time frame, 20 percent of the companies will assign workers that monitor and guide neural networks. Digital advertising optimization with AI software empowers companies in calibrating customer value by processing granular data across multiple advertising channels. It’s high noon to let intelligent machines do the math and cut thousands of pennies from your marketing budget.