By Vitya Vijayan, Global Head of Search and Social at M&C Saatchi Performance
Over recent years, one of the most significant uses of AI in performance marketing has been the development of automated performance campaign tools. The major players, Google, Meta, and TikTok, all have versions combining advanced machine learning and automation to optimize ad performance without relying on manual intervention.
For example:
- Google App Campaigns for Install or Engagement enable advertisers to promote apps across the Google portfolio, e.g., Google Search, Google Play, YouTube, and Google Display Network via either App Install Campaigns or App Engagement Campaigns.
- Meta Advantage + app campaigns launched in 2022 and utilized AI to optimize app install campaigns by modeling combinations of creatives. Placements and audiences at scale across the Meta portfolio, e.g., Instagram, Facebook, Messenger, and Meta Audience Network.
- TikTok Smart Performance Campaigns automate the development of multiple creatives and optimize for the best audiences, placement, and budget.
The tools share commonalities. Each offers automated creative generation, dynamic bidding and budget allocation, audience targeting, and real-time optimization, all with minimal manual intervention.
The tools also work similarly in many ways. Essentially, advertisers input multiple creatives depending on their strategy. The tools within the different platforms will then optimize towards the pre-advised objective across the available inventory.
This approach has benefits, such as reducing the time required to produce multiple creative variants and allowing campaigns to scale to larger audiences.
The development of automation, however, does limit the targeting and optimization levers available for advertisers, which can be limiting in some instances.
With this in mind, we reviewed the levers available across the three platforms. The table below shows the various levers available within the platforms for app marketers to utilize according to their campaign needs.
As the table outlines, there are some differences between the platforms, such as age and city targeting. However, the review also highlights the need for app marketers to know what levers are available in each system when planning campaigns to ensure they can optimize where needed.
Vitya Vijayan, Global Head of Search and Social at M&C Saatchi Performance
“Understanding the optimization levers within automated performance campaigns is crucial for advertisers as it empowers them to make informed choices, ensuring alignment with their campaign objectives while navigating the evolving digital landscape. Each platform has distinct capabilities, and by reviewing these levers, advertisers can strategically allocate resources and make more effective decisions around creative, targeting, and budget management. It’s about leveraging the available tools with precision to enhance campaign performance rather than allowing automation to be the only driver.”
In summary
The rapid development of AI is undoubtedly enhancing marketing practices in many ways. A few years ago, generating multiple creatives would have taken significant time and resources. However, the power becomes apparent by combining tech developments with the experience of real people. This approach ensures the technology is fully understood and features are utilized to enhance campaign strategies.
Contact us for more information about how we work with clients to ensure campaign success or to speak to Vitya about Search & Social campaign optimization.
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