Questions to Ask Yourself Before Investing in Advertising Automation Software

by Sandra Rand 4 years ago

One of the things that sets OrionCKB apart from other ad partners is our approach to the technology we use.

We’re tech agnostic, which means we’ll use whatever software is needed to get the job done. No home-grown solution that we require you to commit to; no exclusivity agreement with anyone in the market today.

When it comes to managing your ad spend, having deep expert knowledge on many platforms ensures that the tech behind your campaigns isn’t limiting your success or your ability to scale.

Results can be different from platform to platform, and we regularly test an apples-to-apples-to-apples comparison across the platforms we use.

With one mobile app client, we got a 40% lower CPI by moving them from one software to another. I wish I could tell you why or how we did it. Same targeting, same creative, same bidding, same campaign – just better results.

There are so many benefits to working with ad automation software once you’ve outgrown native platforms, so it’s no mystery that more and more companies are trying to determine if bringing that kind of solution in-house is the right move for them to help grow their campaigns.

In many cases, the answer is yes. But in every case where the answer is yes, investing in such a solution should only take place after serious consideration of needs and options.

If you’re considering investing in this option, ask yourself these questions to make sure it’s the best way to go.

What Are Our Advertising Goals?

This fundamental question underlies so many advertising technology decisions that you may be tempted to gloss over it.

But putting thought into it, mapping out your strategy, and planning your monthly ad spending will play a role in determining which advertising automation technology is going to be right for your organization.

How big or modest is your budget? Is your primary goal to increase app downloads, drive more sales, or get more signups for your SaaS product?

Bear in mind that some platforms are designed with large ad programs in mind, while others are built for smaller ad campaigns. Furthermore, some are better at optimizing for downstream events and conversions, while others are better at optimizing for brand building.

Your goals and their strengths should align.

Is Our Marketing Staff Prepared for the Learning Curve?

Advertising automation is complex — there’s no getting around that. Software does its best to be user-friendly, but expecting your marketing team to start using and optimizing within an advertising automation solution straight out of the box is unrealistic.

To get the most from your investment, your team will need to be trained and will need to practice using the software in order to take advantage of all its features.

Whoever is in charge of approving the purchase should figure in the cost of training and support, and your marketing team itself should understand that making the most of the new advertising automation software will require climbing a learning curve, participating in regular training, understanding new terminology, and familiarizing themselves with a different interface than what they’ve used thus far.

Does This Software Support or Replace Our Existing Processes?

Ask yourself, “What are our workflows like, and why are they like that?”

Assuming you have smart workflows and processes, the last thing you need is advertising automation software that forces you to shoehorn your processes into their structure.

Additionally, ask yourself if you want to keep legacy systems you’re using now, and if you want your advertising automation solution to integrate with marketing automation.

Your advertising automation tools should work with your process, not against it.

What Are the Strong Points of This Software?

There’s no one-size-fits-all solution to advertising automation needs, but make sure your must-have features are translated into strengths of the vendors you’re considering.

And while the advertising channels they support will be one of your biggest selection factors, the space moves fast – you want to work with a partner that is innovative and can respond to API changes quickly. Additionally, as more channels are developed, how quickly they bring access to new channels to market should be an important consideration too.

What sort of service and support do they offer as well? If you run into bugs, what’s the typical turnaround on investigations and answers to your questions?

Additionally, you should talk to their current clients; ask them what they love and hate about their solution. Hearing first-hand about the experience of others in your industry and with similar budgets can move you closer to making the best choice for your needs.

There’s every reason to believe that advertising automation will become more powerful and productive this year, so it’s no mystery why so many companies of all sizes are interested in exploring the potential behind these solutions.

Need some help figuring out which software is best for your needs? Get in touch, we’d be happy to weigh in.

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