Your Ultimate Guide to Perfecting the Art of Ad Operations

Creative without strategy is called ‘Art’, Creative with strategy is called ‘Advertising’

— Jeff I Richards

From the quote mentioned above, you might have got a fair overview of the strong significance of advertising.

robot with gear mechanism

Today, we are living in the era of 21st century wherein there is over-reliance on digital technology to transform the traditional face of advertising. The modern media experiences have given ad operations agency unparalleled options to serve both e-commerce and the publisher’s website.

The revenue from ad campaigns does not become due overnight. The success of a campaign depends on factors like the economic weather, currents events, the time of the year, and many more.

Today, consumers are smarter than you think. They already know which websites are good to browse and will provide a seamless experience. The consumers might not show any interest in your advertisements if your ad campaign strategy is not convincing enough.

Wondering what ad operation strategy is a best-fit for your business? In order to understand let us take a quick glance at the elements of ad operations.

Aspects that Increase the Importance of Ad Operations

Ad Trafficking

Ad Trafficking

The technical minds behind establishing the ad campaigns conduct the process of ad trafficking. The process involves finding placement for creative ads and defining the campaign dates. Moreover, it also monitors whether the ad campaigns are delivered on the right platform.

Ad Scheduling

Will the advertisement create an impact on the audience? It depends on the timing of your ads. Some campaigns are seasonal, which can attract the audience only for a certain time. For example, the Christmas holiday campaign, summer special offers, etc.

While there are other ad campaigns that can make an impact for the entire year. For example, mobile phone offers, ad campaigns for an electronic device, and a few more.

Ad Optimisation

The simple process of optimisation includes polishing the website as per the SEO standard. Advertisements also require Google’s approval, like eCommerce and publisher websites. For better optimisation, make sure that the ads on the website are placed at a justified location.

If you implement the above 3 elements correctly, the end result would be a successful design of your ad operations. Read our next section to understand the formula of an effective ad operations strategy.

Automation of Client Request

A client’s request generates when the users inquire for particular information on the search engine. Such client requests are generated numerous time in the entire day. Ad campaigns can be designed only on the basis of the client’s request. So it is important to properly optimise them.

To acquire and keep all the information safe, you will need an automated programme. The same programme shall also ensure that all the requests are answered on time. Later, all these pieces of information will become useful in defining orders of the ticket.

Error-Free Ticketing

Ticketing the request is a process that helps traffickers to identify and prioritize the order of campaign. A less-effective campaign is always better than a misleading one. So, ensure there is no confusion about the client’s need and objective of your campaign.

You can also make a list of all the client request and prioritise as per your organisation goals. For example;

  • On the basis of complexity;
  • On the basis of the Client’s expectations;
  • On the basis of the turnaround time, i.e.; time to create an impact.

In the end, the sole purpose of understanding the client request should be fulfilled.

Check the Inventory of Products

You need to coordinate your ad campaigns with products available on your website. Let’s say that you received a request for a particular product which is no longer available at your store. Will you prepare an ad tag for such a product? It will probably waste your organisation’s time and money.

Your customers will not like to be directed to an empty page. So double check your inventory before answering any requests.

Reanalysis of Ad Campaigns

Before the ad campaign moves onto the trafficking, assure that every bit of information is covered. Organisation can create and assign a separate team to check the quality of ads. This saves all the valuable hours that could have been wasted at a later stage.

Trafficking of Ads

ad trafficking

The role of a technical mind begins from here. The ad trafficking team ensures that every ad campaign is delivered at the right platform, right time, and to the right client.

In an organisation, the clients are in huge numbers. So how can we separate the requests of each client? The answer is simple, create a digital document for each client and record the steps taken to satisfy their request.

Each document shall tell the story of your relationship with the clients. So, if the document is visited even after years, the organisation will not lose its client-specific knowledge.

The Final Check

At this stage, the ad campaigns must be ready to go live on the websites. But wait, first you will have to take a quality test. The final check to determine the viability of campaigns. After complete satisfaction, the items are processed further.

Once the final check has been done you can successfully go live with the ad campaign.

For your ad operations to be highly-significant, take a peek on some after-launch activities.

Be Patient with the Results

The ad campaign cannot bring traffic to your website in a day or not. Give some time for the result to prosper. Optimising the campaign can be tempting. But honestly, it is quite early to implement the practice.

Every website takes its own time to get the desired action. You will never know if the site was fruitful or not if you blacklist the page before it ripens to give any result.

Testing One Method at a Time

Science has proved that running various experiments at a time can affect the output in a negative manner. The same theory applies to ad campaigns. It is not advisable to test the performance data of 10 days at a time. The server will advise a big list of optimisation techniques which may not be adapted by your clients.

If actions, like blacklisting, moving a budget, retargeting, raising bids, are implemented together it can increase the pressure on your ad campaigns. On the contrary, you see the list of pros and cons of each method when testing is done one at a time. The result? Optimisation techniques get defined in a better way.

Addressing to Reports and Errors

To be honest, you are wasting your time, pulling reports of the ad campaigns. There’s always a better and quicker way to address the complications. Here’s what you can do. Establish an automated system to extract reports from the ad server.

Once you have the spreadsheet ready, the errors can be immediately fixed. The best part is, no report will be left unattended.

The Importance of Ad Ops Team

A well-planned strategy requires to be executed with the same excellence. After all, ad operations are one of the biggest forms of revenue generations. No one, but ad operation experts should be assigned to carry out such a process.

The operations team make their presence worth by guiding the website publishers with the ad campaigns. Companies are understanding the worth of ad trafficking. They also believe that outsourcing the task is rather a good idea. Naturally, it saves the organisation’s time that can be utilised in growing other areas of the business.

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About Author

Andrew J Lockwood

Andrew J Lockwood is the Managing Director of Top Media. He has also held the place of Ex-founder & MD of the Ad operations company, ANZ Ad Networks. With a notable experience in the advertising field, he beholds a niche in Business as well as General Management. He is also making a notable contribution to the Australian Startup Community.

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