Adobe Advertising

Consumers are constantly interacting with multiple touch points across mobile devices, tablets, desktop, connected TV, connected gadgets and across channels due to which efficient utilization of data is of paramount importance in today's digital ecosystem for marketers and businesses. Over a period, consumers’ expectations regarding personalized content has risen which resonates with their interests and behavior instead of viewing generic ads which are not relevant.At the same time, marketers are persistently looking to reach the right set of users with accurate content by using the right technology at the right time by using automated tools from various businesses. This has given businesses an opportunity to create more personalized effective tools which can cater to their needs and deliver accurate results for final consumers. But there is an enormous data of customers from multiple touch points and sources, which is why it has become even more important for businesses to utilize thi

According to Forbes, 94% of senior-marketing executives believe that delivering personalized ads is extremely important to reach and connect with customers today. A “one size fits all” creative strategy does not make the cut anymore as users today are exposed to more ads than ever and it is becoming difficult by the day to break through the ad clutter. With increased focus on ad relevance and personalization, more marketers are turning towards Dynamic Creative Optimization.Before understanding the benefits and how it works, lets first understand what exactly is Dynamic Creative Optimization(DCO)?DCO is an ad technology that combines several dynamic ad elements in real time to create personalized ads based on the audience being targeted. An ad template with elements - images, products, titles, descriptions, CTAs etc. is used to create thousands of ad copies optimized and personalized to drive higher engagement from audience segment viewing the ad.In simpler terms think of DCO like the b

Do we ever wonder how clicks are recorded? Well, today I would like to talk about the standard click measurement methodology as proposed by Interactive Advertising Bureau & Media Rating Council. Here, I would consider click as one of the media buying currencies and focus this study as when the click happens, an actual revenue transaction takes place. Different click counting organizations such as search engine providers, publishers, networks, SSPs, & DSPs employ various enhancement technologies to existing click methodology, (to gain a competitive edge) for competitive differentiation. These amendments are valid as long as they are meeting the minimum acceptable conditions. Fundamentally, there are four stages of click lifecycle after an ad impression happens. Note that, Fraudulent clicks may occur from non-human agents, automated plugin, robots & spiders etc. Advertisement Organizations must ensure that fraudulent clicks should be excluded from valid click stream so that c

How often do you see the commercials played at the event getting bigger than that event itself? Well if not bigger, Super Bowl commercials have an astounding following along with the game itself. Today, an array of advertisers queue-up for this event and spend big bucks to reach customers.Kellogg School Super Bowl Advertising Review 2018 was a phenomenal show. Much of what Advertising Review has achieved as a platform is because of its sheer focus on raising the game of advertisements. It involves its viewers to vote for their favorite Super Bowl Ads. It won’t be an overstatement to say that many viewers have started following the event just to view the commercials that are played. And, the fan following of this event cuts across all ages and genders.We have known that some networks such as Dish TV created solutions for customers wherein they could see the recording of the Super Bowl event, skipping the actual match and to just watch the commercials. Yes, you read it right! Skipping th

Advertising is always that branch of marketing which exactly fits on a funnel based approach and have various stages involved from awareness to conversions. AIDA or Awareness, Interest, Desire and Action is one of those funnels based methods which is very widely followed and involves the steps or stages which happens since the time a prospective customer first becomes aware of a product or service and ends till it converts, below we have detailed out each one of them. AwarenessFrom a wider perspective, this is where it all starts sitting at the top most place of the advertising funnel, Awareness is key to any marketing objective or marketing plan. You need to gather a lot of attention for your offer, product or service by using different kind of images, videos, canvas or native ads in order to make a lasting impression on the user and make them recall your product or service for a while in order to completely push them further in to the advertising funnel and take decisions later. Some

How to check if a portfolio is ready to be optimized?To understand this, you should understand some basic requirements of launching a portfolio.Why do we need to collect data before launch?The Ad Cloud technology predicts performance and set bids of keywords based on their historical performance. The more the data the Ad Cloud technology has, the more accurate the forecasts will be. Hence it is important to allow the Ad Cloud technology to collect data before launch.What is model coverage?The model coverage will provide statistics on how much click and revenue data has been collected on the bid units in the portfolio. With accurate models, the system will be able to make better predictions on how to bid the keywords for optimal performance. Once you know the quality of the models for your Portfolio (the click and revenue coverage), you will be able to determine which Portfolio Parameters should be modified to influence & improve the models. Select Portfolio Settings and check the m

The Future of Advertising - Taking context from the 4th Industrial RevolutionAIArtificial Intelligence, today, provides us a wide variety of opportunities to engage with and cater to a large set of audience with multiple behaviors online and predicting when and where the user will make his next big action or purchase. New types of algorithms are helping marketers plan in advance creative advertising techniques such as the portfolio optimization technology of Adobe Advertising Cloud.We live in a world governed by algorithms and customers also do have enhanced expectations from them. With the rise of voice assistants in last 2-3 years, a large amount of data is already processed by modern AI algorithms and they already know "a lot" about you which may again be available in coming days for advertisers to use and target.AI has the ability to give insights into:What would be the customers buying patterns in the near future?Where the customers interest lies?Which channel customers prefer to

To attract customers that are searching for special offers and sales relevant to our business we have used sales and promotions in our ad copy or expanded text ads to highlight any promotion for years. But creating and managing multiple promotions need a lot of extra work – we had to duplicate different text ads for different promotions, which were often only running for a few short days.Promotion Extension could make our life easy! It’s free to add, just need to pay for clicks from people viewing our ad. And the charge of a click on this extension would be equals the cost of a click on the headline of that same ad. For any special offers & sales relevant to our business such as Back-to-school sales and Black Friday Promo ext. is the best way. Highlighting our sales/offers for people that are searching for the best deals our business offers would value addition to our text ads.What Are AdWords Promotion Extensions and how it performs? Google displays Promotion extensions under the

Before talking about the errors we find in a bulk sheet, let’s first understand the meaning of the term itself. “A bulk sheet is a spreadsheet that contains data for creating or editing campaigns, ad groups, keywords, and other items. For each type of item, you need to create or edit, its bulk sheet must contain a specific group of columns, and the columns must be labeled with specific, pre-defined names.”After the meaning, next important concept to understand is the Bulksheet Upload Process. It is a continuous process with primarily four steps. Step 1: Create a New or Download an Existing Bulksheet.Step 2: Make Changes (Additions/Edits)Step 3: Upload bulksheet in preview format (w/o posting)Step 3 is usually called as Upload validation; here all uploaded errors will come up in the bulk sheet view. We can refer these to verify against all the requirements specific to Ad Cloud and/or Search Engine.Step 4: If no upload errors, post bulksheet into SEStep 4 is basically a Post validation

Online shopping this #holidayseason is going to be BIGGER than ever before. The projections suggest the revenue in US alone will surpass $100B. The double-digit growth continues for yet another year.A closer look lends some interesting insights. Close to a quarter of annual retail eCommerce sales are driven in holiday season. That’s a whopping share of annual sales, isn’t it?Most Critical Time of The Year for a Marketer to Optimize Advertising SpendAs a marketer when you are running campaigns across channels for holiday season, there is little margin for error. You want to optimize your digital advertising spend so that you drive maximum sales during this thin window. You don’t want to leave any stone unturned to achieve your sales targets when the stakes are high. Automation coupled with smart cross channel campaign management, dynamic content delivery and smart reporting is up on your mind all the time. And, last but not the least, providing great customer experience through your adv

With continuous industry updates and technological advancement there is a need to redesign everything be it a strategy, a policy, or a website. Website is the online representation of any business and so it cannot be left unattended either. Old designed website doesn’t appeal much to people as well as have outdated functionalities, which most users don’t like. Beside this, there are updates that need to be published on website and various other functionalities can be integrated so that it becomes more user-friendly. But redesigning a website, either to give it a fresh look or to change the backend CMS, is a challenging as well as a daunting task especially when its SEO is going on from a long time. Website redesign can freak out any SEO expert as there are many complexities involved in it and, if SEO considerations are not followed in the website revamp process, whole of the SEO efforts which were put in the past will take a setback. The ranking in the SERP and website traffic will be

Ideology of the optimization technologyAdobe Advertising Cloud Search lets you manage paid campaigns in an algorithmic manner helping you drive greater performance. It is easy to bid on keywords but it gets complex when the scale is large. In addition, what really matters in driving performance out of paid search campaigns isEfficient budget allocationBidding is attuned to changing marketplace conditionsMapping of campaign objectives to overall business goalsAlthough, above is not an exhaustive list of events that influence campaign’s success however, these are some critical to success factors that make a huge difference to overall performance.Adobe Advertising Cloud Search provides many levers to accentuate the returns and drive greater ROI. One excellent feature that helps you is -  MULTIPLE, inside Portfolio settings.The “Multiple”We have generally observed that some advertisers interpret the ability of Ad Cloud to influence portfolio budgets, functions at campaign–level – which is

If there has ever been a pressing time to up the ante on mobile advertising, clearly it is now! With internet penetration growing, smartphones becoming accessible and consumers beginning to transact more and more on mobile, advertising on mobile has gained strategic importance among Top Marketers. Numbers tell the story. 70% of the total search ad spending is beginning to take the mobile route. And, it is only set to aggressively grow from here. [emarketer numbers below suggest strong growth]While this may appear a bit surprising, it is not hard to understand why we see such a trend. The rationale is straight forward, close to 70% of the population in US is using smartphones and hence 70% of the search ad spend is on mobile.World over, we are beginning to see more and more touch points on mobile in the consumer journey. No wonder, hence, marketers are spending big on mobile advertising. And, there is enough data to prove that good section of population is using smartphones.However, som

Hey Community Folks!This space is created exclusively for users who write blogs or articles around Adobe Advertising Cloud/Adobe Media Optimizer/Tubemogul and related technologies. You can feel free to post your genuine content around topics like Search/Display/Social Marketing, programmatic ad buying etc. If we like what you have written, we may well include it in our official Knowledge Base Articles and give you the due credit! If you have any questions before posting you can send me a private message. Hope to see some great content here!

Hi,This thread is a collection of commonly asked questions on different features and capabilities of Adobe Media Optimizer. It should be helpful to the users who want to explore this product.

For the benefit of the community and users I am putting together a list of Best Practices in using various features of Adobe Media Optimizer. Below is a list which will be updated with time:1. Best Practices for Portfolios: Portfolio Structure Strategies2. Best Practices for Portfolios: Campaign Structure Strategies3. Best Practices for Reports4. Best Practices for Portfolios: Portfolio Budget and Configuration Strategies5. Best Practices for Search Campaigns: Follow Campaign Structure Strategies6. Best Practices for Search Campaigns: Write Effective Text Ad Copy for Search Networks7. Best Practices for Social Campaigns: Follow Campaign Structure Strategies8. Best Practices for Social Campaigns: Create Effective Social Network Ads9. Best Practices for Search Campaigns: Create Effective Ads for Content Networks10. Best Practices: Optimize the Website Landing Pages11. Best Practices for Portfolios: Minimize Bid Unit Constraints12. Best Practices for Social Campaigns: Follow Campaign Stru