How to detect property changes in GAS and notify Slack
Posted: Wed Dec 11, 2024 5:14 am
Why do advertising managers need to know marketing frameworks?
At Ollie's, we have received many consultations regarding programmatic advertising for B2B businesses, including SaaS. Among these, the most common issue we receive in the early stages is,
Developing new media to increase the number of leads
Optimize your account to lower namibia phone number library your CPA and improve your creative (or process)
However, when we unraveled the issue,
"We are not getting the results we want because we are working on improving tactics without fully understanding the strategies in place."
There are many cases like this. Specifically,
For advertising managers, the goal of their work is to "improve operations"
Management and the ordering party do not have any doubts about the site.
Even if you have doubts, you unconsciously tolerate them.
This is the situation.
Programmatic advertising is ultimately a means to "business growth" and should be one of the tactics broken down from a business strategy.
So why does this disconnect between strategy and tactics occur?
One reason is that advertising managers have become too specialized (a problem of being too obsessed with tactics) .
Nowadays, there is a trend to simplify operations through machine learning (AI) such as Google Ads. However, accounts still have a wide range of reporting functions and adjustable parameters, and it is true that using these to the fullest can make a difference in results.
Therefore, managers who can make this difference are highly evaluated and tend to become specialists. As a result, ad managers spend all their time acquiring knowledge and skills about programmatic advertising.
For these "operational improvements," best practices are set for each platform, and once they are implemented, the improvement in results slows down. Also, if the KPIs used as "results" are not appropriate, it is easy to encounter situations where "operational improvements have been achieved, but KGI (sales and profits) do not increase as expected."
At Ollie's, we have received many consultations regarding programmatic advertising for B2B businesses, including SaaS. Among these, the most common issue we receive in the early stages is,
Developing new media to increase the number of leads
Optimize your account to lower namibia phone number library your CPA and improve your creative (or process)
However, when we unraveled the issue,
"We are not getting the results we want because we are working on improving tactics without fully understanding the strategies in place."
There are many cases like this. Specifically,
For advertising managers, the goal of their work is to "improve operations"
Management and the ordering party do not have any doubts about the site.
Even if you have doubts, you unconsciously tolerate them.
This is the situation.
Programmatic advertising is ultimately a means to "business growth" and should be one of the tactics broken down from a business strategy.
So why does this disconnect between strategy and tactics occur?
One reason is that advertising managers have become too specialized (a problem of being too obsessed with tactics) .
Nowadays, there is a trend to simplify operations through machine learning (AI) such as Google Ads. However, accounts still have a wide range of reporting functions and adjustable parameters, and it is true that using these to the fullest can make a difference in results.
Therefore, managers who can make this difference are highly evaluated and tend to become specialists. As a result, ad managers spend all their time acquiring knowledge and skills about programmatic advertising.
For these "operational improvements," best practices are set for each platform, and once they are implemented, the improvement in results slows down. Also, if the KPIs used as "results" are not appropriate, it is easy to encounter situations where "operational improvements have been achieved, but KGI (sales and profits) do not increase as expected."