This session will explore the impact of automation on paid media with examples of successful campaigns. Using practical examples, you will learn how to take advantage of audience segmentation techniques and how to deliver advertising at the right moment. You will get a better understanding of the wealth of data available to you, and how you can use this data to improve your ad delivery.

1. Harnessing Automation
To Power Your Online Advertising
Owen Gill | Hallam

2. About Me

3. Automation in Marketing

6. “By 2022, 80% of the advertising processes will
be automated” – Phil Gaughran

7. Automation in Paid Media

8. Purchasing ad inventory in real-time and showing tailored messaging to
your target audience.
Programmatic Marketing

10. 28%of all ad spend in 2017/18
Programmatic to account for

11. Audience
Timing
Placement
Quality Data

12. Misleading Data
Dating Website
Male Local
Foodie Facial hair
Client request

15. Understanding Data

16. Case Study: Automated Advertising

17. Client: Fashion Retailer
eCommerce business retailing designer label clothing
Objective: Maintain revenue, but improve on a 500% ROAS (5:1)
Looking to improve efficiency in a very competitive market

18. Case: Tested Networks
Google Shopping (PLA)Google Search (text)

19. Trial: Bidding Options
Option 1: Using Google’s Automated Bidding
We used Google-generated data to influence our advert bidding in order to meet our
objective. Google possesses huge volumes of data on our target audience.
Option 2: Combining Google’s Automated Bidding with Custom Built Scripts
Initial bids set by our custom bidding scripts – ran hourly, before allowing Google’s own
automated bidding to run over the top.
This gives licence for real-time bid changes as well as using our own data.

20. Results
Google Shopping Network ROAS Difference vs 500% Target
Option 1 547% (5.47:1) 9.4%
Option 2 646% (6.46:1) 29.2%
Google Search Network ROAS ROAS Dif. vs 500% Target
Option 1 584% (5.84:1) 16.8%
Option 2 622% (6.22:1) 24.4%

21. Other Automation Process
Advertising quality assurance
Mass communication
Reporting
Advertising account management
Data management

23. Pausing for Thought
2. 28% of ad spend was programmatic in 2017/18
1. Automation - it’s not exclusive to large organisations
4. Smaller advertisers are adopting automated media buying
3. Quality of data is crucial
5. Use your own data alongside third party data

25. Owen Gill | Head of Paid Media
@owengill55
hallam.co/OwenGill
Hallam.co.uk
0115 948 0123