Automation in Meta and Google offers you opportunities as a marketer
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Automation in online marketing is providing less and less control. But you should not become complacent, because as a digital marketing agency it is almost a requirement that you are flexible and that you can always adapt. Among other things, the developments in social media and search engines are causing adjustments in the work for the online marketer. These media are increasingly focusing on broadening and automation. Does this now mean that the work of the online marketer is at stake? I personally do not think so and it actually offers new opportunities and also gives you the opportunity to think at a higher, strategic level.
In recent years, we have seen that the skills of an online marketer are being influenced in all sorts of ways. Google, Meta, ChatGPT and Adobe are just a few tools that have adjusted the work of an online marketer by means of automation. In this article, we will discuss two types of media that originally work completely differently from each other, but in recent years have shown a striking number of similarities and are undergoing the same development in terms of automation; Meta and Google.
Benefits with Advantage+
Meta announced the introduction of Advantage+ in advertising management in March 2022. This made it easy to set up an entire campaign (or parts of a campaign) automatically. Think of detailed targeting, lookalike audiences , app and shopping campaigns and the ads themselves. So you can automate and have Meta optimize virtually every part of your campaign.
Changes in campaigns
After a six-month test period, Meta had learned enough. Since November 2022, we have seen a clear change in our social media campaigns. Around that time, we saw that using very specific targeting in your audiences had a negative effect on the results of the campaigns. It seemed as if Meta wanted to indicate at that time that it preferred to be fed with other data than the audience specifications.
We saw this happen earlier in Google’s PMax campaigns. There too, this new campaign format no longer asked for target groups or keywords. After all, the objective has been determined and Google and Meta’s algorithms know better which people they need to reach to achieve this objective. It seemed as if we went back a few decades in time and that it was purely about having a strong positioning and advertisements with a clear message. We leave the rest to smarter algorithms .
Adjusting the campaign structure
When we thought about this, we adjusted our campaign structure and started working on the input for the ads. After that, we saw completely different results. What did this look like? We set up the campaign broadly and automated. This means that we told Meta what the objective was and left everything else open. Think of the target group, the Meta channels we wanted to use and we opened all the ad material optimizations.
What we did control and determine ourselves was the advertising material. We made it very clear in all parts of the advertisement what it was, who it was intended for and what we wanted list of portugal consumer email someone to do after seeing the advertisement. This was the data that we gave to Meta to ensure that the advertisements reach the right people.
online advertisements
Maximum performance with PMax
This new way of setting up your campaigns the five challenges of b2b marketing for 2021 looked suspiciously like Google’s Performance Max (PMax) campaigns. A year earlier (May 2021), you could request the BETA version of PMax. At the end of the third quarter of 2021, ‘Smart shopping’ and ‘Local’ were already alb directory replaced by PMax. Google’s promise was that this new campaign form maximizes the result (revenue or leads.