Advertising Management: A Comprehensive Guide

Advertising management is an indispensable part of any modern business

What Is Advertising Management?

Advertising management is the process to plan, oversee, and control various advertising activities meant to influence the target audiences’ buying decisions. Simply put, the role of advertising management is to develop and place the ads in the most relevant places that will bring the best results. The scope of advertising management includes analyzing the current advertising strategy and target audience, evaluating its effectiveness, and updating it toward existing goals. It also involves setting the budget, crafting relevant messaging, hiring relevant specialists, and managing their work. Implementing strategic advertising management practices into your business plan is meant to introduce certain products or services to your relevant audience, develop a better image, level-up brand awareness, and boost overall sales. Some people try to handle these processes themselves while others hire professional digital agencies.

Why do you need to advertise?

Do you need to break into a new market? Do you want your services to have a wider reach? Or is there a seasonal offer you’d like to present? Answers to these questions will give you an understanding of what you want to achieve and what the strategy (messaging, timing, execution) will be to do so. Go back to those three main objectives to determine your area of focus.

What is Ad Management?

In the shortest words, it is telling about and selling the product. Our dedicated ad management team carefully researches and studies the data collected and plans the sort of advertisements to be put up, their placement, to whom they will be targeted, and a call-to-action inciting the potential customers to buy the product.
Advertising management or ad management is a complex process of deploying a set of tools and software to sell a good or service. The process begins with employing marketing research and different media campaigns that help sell the product.
In the absence of effective ad management, the advertising campaign goes down the drain eliciting no substantial response or desired action from the audience.
For example, your company organises art exhibitions, and you put up an ad without careful research about who your target audience is or whom you should display the ad to, people from various backgrounds will come across the ad, and it will be a waste for them.

IMPORTANT POINT

Types of Digital Advertising Management

Although there are many types of advertising management—from print to broadcast media—digital advertising has gained significant traction with B2B marketers. In fact, the U.S. digital ad market is expected to exceed $300 billion by 2025. Digital advertising management involves placing ads on online channels to promote your brand, product, or service. There is a big variety of digital formats you can use for your business, including emails, social media, blogs, search engines, and forums—and all of which can host your ads. Let’s look at the main types of digital advertising management to determine the best format for your business:

Social media advertising

Social media advertising presents its ads on various social media platforms (Instagram, Facebook, YouTube, etc.) and is popular due to the number of users and easy implementation into the marketing strategy. Social media ads can be targeted, sponsored, and organic (influencers and word of mouth).

Search engine advertising

Search engine ads appear during web searches and have two common forms: search engine optimization (SEO) and pay-per-click (PPC) ads. SEO and link building activities are responsible for promoting your content in search engines (blogs and web pages) based on certain keywords. PPC allows businesses to pay and appear on top of suggested results. Since most of the readers end up on the first page of Google, this strategy is worth pursuing.

Interactive advertising

Interactive advertising includes video ads and online ads that require viewers to perform a certain action. Although interactive ads take more time to produce, they also show good response levels and appear among current lead generation trends. This type of advertising has unlimited creativity options and has an opportunity to engage the prospect emotionally.

Email advertising

Although email advertising has been pushed to the limits of SPAM in the past, it is still one of the most popular and effective ways to reach an audience. The key here is to include the people you have communicated with your company before or opted-in on your website. It’s affordable and can be used to promote specific offers or introduce new services.

Programmatic display advertising

Programmatic ads deliver a promotional message across various communication channels. They can be presented as banners, landing pages, or pop-up ads and can appear anywhere on the Internet. Digital ads have a high-speed delivery and offer further segmentation of your lead lists. They can be altered, personalized, and changed as your campaign progresses, always striving for maximum effectiveness. But most importantly, they can combine all of the previously mentioned advertising types into one thorough ad campaign. CIENCE offers a GO Digital solution that analyzes your ideal customer profile (ICP) and differentiates micro audiences from it to create a highly targeted ad campaign. Ads like those can appear to the prospects in your lead list prior to the first contact with a sales development representative (SDR), warming up the cold outreach and raising overall brand awareness.