Automated online advertising is a bane or a boon to most people. But there are benefits, as well.
Have you ever visited a few sites and then those companies’ ads follow you everywhere? Online advertising, the newest form of an ancient method of getting others to buy one’s products or services, can be done either manually or automatically. At the same time, it is one of the areas of advertising about which the general populace knows the least in terms of how to manage it well.
How it Works
Automated advertising may be the “next generation of customer relations management,” according to a post made nine months ago to Frank Addante’s Founder Blog. It is essentially a system whereby a set of automated business rules is implemented to use personalized advertisements to target a company’s most valuable customers.
Google AdWords is an excellent example of an automated online advertising platform that works specifically for businesses. Basically, what it does is to place an advertising copy above, below or next to a list of Google results for a specific query. AdWords also has a simplified form known as AdWords Express, which automates the advertisement set-up process.
Let us say, for instance, there is a modestly-sized restaurant in some town whose customers come mostly from the local community. The proprietor can set his radius and the money that he offers in accordance with this fact. AdWords Express can use a system of keywords to determine what a given surfer is seeking and send the leads to the restaurant.
How it Can Help You
Automated online advertising, like any form of automation, will simplify your work by doing the bulk of it for you. Online advertising has become a “moving target,” which means that you really have to know the “ins and outs” of the system in order to be able to manage it.
The fact that it is automated means that you, as a marketer, will have a greatly reduced data management load on you. The amount of data that you can get will increase the customer profile dramatically while at the same time reducing the length of customer response time.
An automated online advertising unit will provide you with access to aid in marketing kept up to date by professionals. You get functions such as auto-responder email messages, training products combined with the latest Internet marketing support to teach you how to set up content campaigns and other advertising projects, integration with smartphone gadgets and social media, call supervisors, and more.
Automation in advertising increases efficiency by ensuring that advertisements go exclusively to those who are likely to actually make purchases
It should be acknowledged that some companies still do try to steer clear of automated Internet advertising. They justify their choice largely by the many risks that it poses, such as that of the brand’s reputation causing it to be removed from the nice list due to failure to effectively calibrate the platform. There are, however, four ways to keep your brand on the nice list:
Defend yourself adequately against undesirable placements.
Avoid poor re-targeting.
Know when a red flag is up.
Take the context into account.
There are also those who fear that automation will replace human workers. This fear is really born out of a failure to understand just how much automation creates, rather than destroys, jobs. By performing tasks which are too monotonous for human beings, they increase the amount of time that can be devoted to those tasks that really call for human judgment.
This, in turn, will enable you to concentrate your energies on seeking out and hiring people who have the qualities and the “know-how” that are required to do such work. Besides, automated online advertising will result in increased revenue from the consumer since, as mentioned above, only those who are most likely to buy are targeted.
Where to Find Out More
There are many information sites devoted to automated online advertising. Among the best of them is Ezines R Us, which offers a program called Autopilot Advertising, whereby clients can use in-flight services to advertise their businesses.
There’s a lot out there if you look; now you have enough information to ask the right questions.