Struggling with your digital ads? Consider a campaign management platform
A campaign management platform allows you to manage multiple digital advertising campaigns on multiple channels while analyzing and optimizing performance
Modern marketing is more complex than ever before, so much so that even professionals in large firms with plenty of money at their disposal and an army of marketers to throw at every problem can get overwhelmed.
That’s where a campaign management platform comes in. Whether you’re a one-marketer show or leading a team of dozens, a campaign management platform allows you to manage multiple campaigns on multiple channels, optimize those campaigns, and activate audience segments, all from one platform.
Essentially, it’s a digital ad management platform. Many of these platforms allow you to manage your digital ads and campaigns while orchestrating and optimizing your advertising on search, digital, and social channels. This allows you to engage audiences as they move across devices and publishers (no matter the audience’s size). Many solutions out there can do so much of what you need (while providing critical data on performance) that you will be fine picking one that handles your most important functions.
What campaign management platform does for you
A good campaign management platform can do just about anything a digital advertiser can imagine. However, one of the big benefits of a lot of campaign management platforms is audience discovery. This might mean literally discovering a new audience and showing you where new or lookalike audiences might be hiding (while helping you target them), but it might also mean discovering more about your existing audiences.
Campaign planning is another important feature of most campaign management platforms. Being able to plan the entirety of a digital advertising campaign across a variety of channels is useful, but even more useful is being able to track that campaign and pull out valuable data, which leads us to campaign analysis.
Because most campaign management platforms manage all aspects of a campaign within the platform, from beginning to end, they will analyze campaign success or failure and then give you the most important insights.
Finally, those insights can be used to activate your audiences to levels you wouldn’t be able to reach on a single channel or through a single campaign. campaign management platforms help you get closer to the goal of true omnichannel marketing, allowing you to provide all those touches necessary to prevent audience degradation and consistently hit them with the right message.
Why you need a campaign management platform
The big draw to investing in a campaign management platform is having an end-to-end solution at your fingertips. There’s nothing quite like knowing, from start to finish, that your campaign is going to be executed and tracked properly while integrating smoothly with existing campaigns.
Another awesome benefit is the ability to activate audiences across multiple platforms. Modern audiences are more distracted than ever and live in a sea of advertising and marketing noise. If you don’t have the ability to keep them activated on whatever channel(s) they find themselves on most, your campaigns are going to fall flat.
One problem that marketers seem to run into over and over is the inability to seamlessly orchestrate multiple campaigns into a cohesive whole. It’s so often the case that different parts of the marketing department seem to be working as though the others don’t exist. A good campaign management platform allows you to more intelligently orchestrate all the moving parts of all your campaigns, ensuring higher efficiency and more activated audiences.
Finally, all the data in the world does you no good if you’re not consistently measuring and optimizing. One of the biggest benefits of a campaign management platform is the ability to measure success across various channels and then to optimize. No longer do you have to wonder if your ads are working together as planned—with a campaign management platform, you can see how everything functions together and then make adjustments as necessary to hit your KPIs.
Campaign management platforms to consider
While there are a ton of campaign management platforms out there, here are a few worth considering:
Though AdRoll is targeted toward direct-to-consumer, small and medium-sized businesses, and ecommerce brands, it has a wide variety of uses for anyone running an ecommerce store, giving you the same capabilities as the big brands.
What we like most about AdRoll is how it quickly and easily gives you shopper insights based on proven data that you can use to support the entire customer journey.
It also provides for:
- Audience discovery through affinity and demographics
- The discovery of lookalike audiences
- Targeting and retargeting
- Cross-channel engagement
- Advanced measurement and attribution
We like Kenshoo because of the sheer breadth of what they have available, and though it focuses on search and social advertising for eCommerce businesses and app sellers, Kenshoo can be an excellent tool for small businesses and midsize enterprises alike.
Here are a few of its features:
- Audience management and automation of social campaigns across social platforms for branding or conversion goals
- Search advertising from a single platform, including Google, Microsoft Advertising, Yahoo, and Pinterest
- Management of campaigns, audiences, and creatives
- Feedback on campaign performance and suggestions on optimization through machine learning and AI
Marin is similar to Kenshoo and AdRoll in a lot of ways, using machine learning to enhance the effectiveness of your campaigns. Similar to Kenshoo, they have a wide variety of solutions to meet every need, but they mostly focus on large brands and eCommerce.
Here are just a few of their features:
- Cross-channel reporting for digital advertisers
- Bid, budget, and campaign optimization for search advertising campaigns
- Deep cross-channel advertising insights into search and social campaigns through a unified dashboard
- The ability to reach high-performing audience segments across channels
- The ability to leverage key search signals to drive cross-channel growth
- The ability to use first- and third-party data
- Holistic campaign and product feed optimization for search, social, and amazon ads
Another great solution, what we like about Amobee is the sheer power of the offering, though be warned—this is really geared toward larger brands and agencies. Amobee is able to connect offline sales with online data, something that marketers could only dream of a few years ago.
Here are a few of its more important features:
- End-to-end campaign and portfolio management across TV, digital, and social
- Audience insights
- Campaign planning and orchestration
- Audience activation across screens (including TV)
- Real-time optimization of performance metrics, budgets, inventory, and pricing
- Analytics focused on eliminating media inefficiencies and bridging offline sales with online data
Find the solution that’s right for your needs
Depending on the scale of your digital advertising and whether you handle it in-house (or are thinking about bringing your digital advertising in-house in the near future), you might need a full-fledged solution that covers every base and then some, or you might want to start small and test the waters to see what kind of benefits the solution can really offer. Talk to some sales representatives, tell them your needs, and see what they recommend.