Who Benefits the Most from Digital Advertising Automation?

Who Benefits the Most from Digital Advertising Automation?

Investing in the post-click experience is the most effective way to maximize digital advertising automation and increase conversions. But how should you do it? With Post-Click Automation software and your team? Or are you better suited for a tech-enabled service like Postclick?

Every business is different. If your team could benefit from experienced conversion personnel to scale the post-click experience, consider the following.

The primary use cases for digital advertising automation

Brands and agencies most applicable to using a managed service for advertising conversion are those needing automation to deliver relevant experiences at scale. Personalized landing pages, to be exact. Here are the use cases and industries:

1. You use digital advertising as a primary acquisition channel 

Businesses will spend nearly $125 billion more on digital advertising than they did in 2017. That number is expected to grow another $70 billion by 2022. At that point, digital ads will make up nearly 54% of all media spend worldwide:

digital advertising automation global spending

Among online users in the U.S. purchasing via digital ads, almost 50% are direct-to-consumer buyers

US DTC digital buyers growth

These are the best candidates for Postclick. Those who have leveraged direct response channels and want to scale advertising personalization beyond the pre-click stage. And the more personalized a page is to an audience, the more relevant it is, and the more likely it is to result in a conversion. 

Nearly 90% of U.S. marketers have seen measurable improvements due to personalization, with more than half reporting a lift greater than 10%. Postclick combines its industry-first solution and human expertise with A/B testing, heat maps, machine learning, and artificial intelligence into continuous experimentation that drives more substantial results. Our solution determines the best user experience design, narrative, and response for every audience delivering the most relevant post-click experiences to ad campaigns across industries.

2. Your digital advertising spend is significant

For smaller businesses, scaling from 0-100 post-click experiences, for example, is possible with PCA and a well-trained team. They can create, analyze, and optimize groups of landing pages all from one platform. For larger businesses, a higher ad spend means more campaigns, ads, and experiences. Eventually, this becomes more than any single team can handle

When you’re scaling from 100 to 1,000+ pages, it’s a different story. 

Where technology alone can help businesses personalize around 100 pages, it can’t help when those pages move toward the hundreds and thousands. For this, you need technology, manpower, industry knowledge, and platform expertise. With Postclick, you get all four, from a team dedicated solely to conversion.

3. Your team’s resources are not sufficient

This goes hand-in-hand with point two above. It’s not feasible to hire hundreds of designers, copywriters, etc. to meet the demand for 1:1 ad-to-page personalization. Scalability requires automated technology and post-click experience expertise to apply the necessary personalization. When you have both the tech and the conversion expertise on your side, higher conversion rates are possible.

What industries benefit most from advertising automation & Postclick?

Direct-to-consumer brands 

Direct-to-consumer brands have to manufacture their product, and by cutting out traditional middlemen, they’re responsible for selling it too. This has its challenges. 

Foregoing traditional retail channels means giving up valuable exposure. Customers will not stumble upon a DTC product in the aisles of a major retailer, or find it on popular ecommerce websites either. 

And that’s why DTC brands, like Dollar Shave Club and Warby Parker, invest heavily in digital advertising. Using channels like search and social with multiple products and segments for each ad, they’re precisely the type who need assistance scaling post-click experiences.

As further evidence, eMarketer projects the DTC industry will expand more than 24% during the coronavirus pandemic. During this time, sales will reach nearly $18 billion in the U.S.:

US DTC ecommerce sales growth

Ecommerce and retail

Perhaps no other industry could benefit more from personalized post-click experiences than ecommerce. Yet, it’s the industry least likely to use them. And that’s because it’s the hardest to manage. 

With so many products, customer segments, and ads, scaling ecommerce post-click experiences is a full-time job for an entire team. But instead of creating a team to manage these experiences, ecommerce brands often forgo meaningful personalization. Yet they do so at their own peril. 

By directing visitors to generic landing pages, product category pages, or their website homepage, they’re leaving revenue on the table. That is very troubling considering global ecommerce sales are expected to grow to $6.5 trillion by 2023

retail sales ecommerce growth

DTC ecommerce may be our conversion team’s primary focus. However, we currently service over 500+ brands in fintech, education, media, SaaS, and travel for a variety of use cases.

Get a complimentary analysis 

We would like to offer you a complimentary analysis of your ad campaigns including competitive insights against your top 5 competitors and the top sites in your industry. Our team will share insights on how we can increase your conversion rates, in addition to a comprehensive competitive analysis.

We will review your campaigns to analyze your post-click health, compare your site against industry and competitive benchmarks, and identify the most effective opportunities to increase your ROAS. Request your analysis here.

Ted Vrountas
by Ted Vrountas

Ted Vrountas is a content writer at Postclick who dislikes most marketing content. As a human among marketers, his goal is to write words people actually want to read.

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