Topics
- automation
- campaign optimization
- media buying strategy
Video summary
Automation is crucial for running businesses at scale, especially when dealing with millions of clicks per day. The speaker believes in a holy trinity of automation process including classic stop-and-go campaigns, budget optimization, and bulk campaign and ad creation. Simple if-else constructions can be useful in campaign optimization, and applying strategy of media buying to sub-accounts can help with scaling up campaigns. Proper agencies working with tremendous amounts of traffic rely heavily on internal media buying teams and external affiliates. Rules and metrics such as KPI and conversion rate are important for optimizing marketing campaigns.
Dig Deeper
Importance of Automation in Marketing
When it comes to running a successful marketing campaign, automation is the key. Manual methods might work for small-scale campaigns, but once you start dealing with millions and millions of clicks per day, automation becomes not just important, but absolutely essential.
The Holy Trinity of Automation Process
There are three fundamental areas where automation is crucial - stop and go campaigns, budget optimization, and bulk campaign and ad creation. Automating stop and go campaigns can save a lot of time and resources. Budget optimization ensures that your ad spend is allocated wisely, whereas bulk campaign and ad creation can help streamline the process and make it more efficient.
The Role of AI in Optimization
While classic stop and go campaigns do not use AI, automation can still be implemented on a simple if-else construction. AI can come in handy when optimizing campaigns on platforms like Google and Facebook. Even a simple rule like "if conversion rate is less than 1%, then do something with your campaign" can go a long way in improving the performance of a campaign.
Scaling Up Campaigns
While automation is a good start, when it comes to scaling up campaigns, it can get a bit more complicated. For instance, if you're running weight-loss offers, you will have a lot of creatives, texts, and pre-landings to optimize. In such cases, it is helpful to create a strategy of media buying for each sub-account and extrapolate this strategy to dozens and dozens of campaigns.
Impact on Affiliate Marketing
The impact of automation on affiliate marketing has been tremendous. Proper agencies are working with internal media buying teams, external affiliates, and various rules for each advertiser. With affiliate marketing becoming more competitive than ever, automation can help streamline the process and make it more efficient.
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