As outlined above, advertising management platform provides a unified platform that centralizes and streamlines the various processes of execution, planning, monitoring, optimising and reporting on advertising campaigns. Implemented properly, an advertising management platform would solve the data clutter and daze with its primary core feature: its ability to unify and connect all data coming from advertising campaigns in terms of key performance indicators and campaign reporting. Through this unification and integration, ad managers can now see at a glance, which of the ad units are performing well, which are not performing well, and which parts of their advertising management costs are being wasted. With this, ad managers can now take immediate actions to make improvements to the units that are not performing as well and use that information to make changes to the units that are performing very well.

To illustrate how this works, let us take an imaginary example of an advertising management platform for a healthcare company. We shall assume here that the healthcare company has many departments working on advertising campaigns such as its social media strategy, its pay-per-click strategy, its website and content marketing strategy, and its PPC campaigns. Now each of these departments focuses on its own facet of the campaign architecture. And because departments are responsible for different aspects of the campaigns, sometimes they are not able to communicate with each other.

Let us take PPC as an example since this is one of the most important facets of an advertising management platform. Marketers from each department log into the CRM (customer relationship management) platform and gather the data they need to analyze and recommend the right keywords for the different campaigns. In order for marketers to know which keywords are performing well, they will need to know which keywords are not performing well. By pulling the data from each department's CRM, marketers will be able to determine what departments need to focus more on, and which departments should focus on less. In the long run, this translates to better optimization for pay per click campaigns.

But perhaps it would be easier to understand if we use artificial intelligence as our analogy. Artificial intelligence is the ability for computers to analyze large amounts of data, identify patterns, make inferences, and make decisions. These decisions, however, are made based on facts. Since human beings are not computers, they cannot make the same inferences nor can they do the same analysis. Marketers therefore must rely on other forms of research.

This is where the advertising CRM comes into play. With the help of this platform, the advertising agencies and marketers are able to pull together all of the research they need in order to optimize their campaigns. This is made possible because of the capabilities of the digital advertising management platform, which includes things like data mining, crowdsourcing, and operational leveraging.

What vendors need to do is leverage their platforms in order to save time for themselves and increase profitability. They also want to ensure that their clients are happy with the results of their campaigns, so they will work hard to make sure that their vendors have great experiences with their platforms. Vendors are looking for agencies that will work with them closely, and vendors will likely look to their marketers to help them with this process as well. They want to know what marketers know and understand about their own industry. By working closely with the vendors, a marketer will be able to help them improve on theirs and make their platforms even better.

Digital advertising CRM platforms are only as good as the people using them. The larger advertising agencies have realized this and have taken the time to figure out how to integrate them with campaigns more effectively. A smaller agency might have to take a different approach to campaigns, but if it wants to see results it will need to take the time to work with the platforms to optimize them. Since most of the smaller agencies do not have the budget to test everything, they might need to rely on the advice and experience of the larger advertising agencies in order to get the best results from their platforms. This might mean hiring an outside firm to help them test their advertising CRM software.

The success stories of digital commerce agencies comes from campaigns that are tested and refined, not from the platforms being used. If an advertising campaign is not focused and efficient, then it will not generate many sales and will waste resources that could be going towards other parts of a campaign. Advertisers know this, and they have taken notice of the performance of agencies that are using more cutting-edge platforms for their campaigns. There are many ways in which the best advertising management tools can help a business manage its online advertising campaigns more effectively, and these include things like integration and implementation of platforms. Agencies need to keep in mind that even if they hire an outside firm to help them implement CRM software, if they do not test and refine their campaigns, they are likely wasting money and hurting their business in the process,

Author's Bio: 

Integrating Advertising Management Platforms With AdWords and Ecommerce Platforms