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Owen Gill - Harnessing automation to power your online advertising - Nottingham Digital Summit


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This session will explore the impact of automation on paid media with examples of successful campaigns. Using practical examples, you will learn how to take advantage of audience segmentation techniques and how to deliver advertising at the right moment. You will get a better understanding of the wealth of data available to you, and how you can use this data to improve your ad delivery.

Published in: Marketing
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Owen Gill - Harnessing automation to power your online advertising - Nottingham Digital Summit

  1. 1. Harnessing Automation To Power Your Online Advertising Owen Gill | Hallam
  2. 2. About Me
  3. 3. Automation in Marketing
  4. 4. “By 2022, 80% of the advertising processes will be automated” – Phil Gaughran
  5. 5. Automation in Paid Media
  6. 6. Purchasing ad inventory in real-time and showing tailored messaging to your target audience. Programmatic Marketing
  7. 7. 28%of all ad spend in 2017/18 Programmatic to account for
  8. 8. Audience Timing Placement Quality Data
  9. 9. Misleading Data Dating Website Male Local Foodie Facial hair Client request
  10. 10. Understanding Data
  11. 11. Case Study: Automated Advertising
  12. 12. Client: Fashion Retailer eCommerce business retailing designer label clothing Objective: Maintain revenue, but improve on a 500% ROAS (5:1) Looking to improve efficiency in a very competitive market
  13. 13. Case: Tested Networks Google Shopping (PLA)Google Search (text)
  14. 14. Trial: Bidding Options Option 1: Using Google’s Automated Bidding We used Google-generated data to influence our advert bidding in order to meet our objective. Google possesses huge volumes of data on our target audience. Option 2: Combining Google’s Automated Bidding with Custom Built Scripts Initial bids set by our custom bidding scripts – ran hourly, before allowing Google’s own automated bidding to run over the top. This gives licence for real-time bid changes as well as using our own data.
  15. 15. Results Google Shopping Network ROAS Difference vs 500% Target Option 1 547% (5.47:1) 9.4% Option 2 646% (6.46:1) 29.2% Google Search Network ROAS ROAS Dif. vs 500% Target Option 1 584% (5.84:1) 16.8% Option 2 622% (6.22:1) 24.4%
  16. 16. Other Automation Process Advertising quality assurance Mass communication Reporting Advertising account management Data management
  17. 17. Pausing for Thought 2. 28% of ad spend was programmatic in 2017/18 1. Automation - it’s not exclusive to large organisations 4. Smaller advertisers are adopting automated media buying 3. Quality of data is crucial 5. Use your own data alongside third party data
  18. 18. Owen Gill | Head of Paid Media @owengill55 0115 948 0123