Raising advertising efficiency and visibility
CORT started working with Adobe Advertising Cloud to optimise paid search. Adobe Sensei, Adobe’s artificial intelligence and machine learning technology, powers advanced algorithms used to optimise and forecast ad spend recommendations in Advertising Cloud Search. For example, Performance Optimisation, powered by Adobe Sensei, analyses and enhances ad performance against campaign goals such as developing sales leads or prompting audiences to request a quote. The feature ultimately calculates the best distribution of advertising spend across keywords, ads, devices, users and other variables.
By using the artificial intelligence to optimise search bidding, CORT can maximise returns on its search advertising budget. Over time, the forecast simulations and spend recommendations become even more accurate, making it easier to plan campaigns. Model accuracy reports give CORT confidence that the forecast models are delivering as expected.
Adobe Analytics, part of Adobe Analytics Cloud, delivers the essential data and insights that power Adobe Advertising Cloud Search. Data about search, ads and performance flows back into Advertising Cloud in real time to continuously refine the search strategy. With real-time insights into how customers are responding to different campaigns, marketers can quickly adjust campaigns to better capture audiences.
Analytics combines these insights with CORT’s first-party data to segment audiences and identify high-value customers. Working with this audience information, CORT can target specific groups of potential customers, such as college students and personalise ad copy to better connect with customers.
After experiencing success with Search, CORT added Adobe Advertising Cloud DSP to manage audio, display, native, social and video advertisements in-house. Marketers can bid on advertisement inventory across online banners, digital video, digital audio, social media sites and other digital platforms. Because these campaigns are managed under one platform, marketers can easily plan and optimise omnichannel advertising campaigns that target and retarget key CORT audiences.
“Working with Advertising Cloud DSP was a big deal for us because we were able to bring advertising in-house rather than working with a third-party vendor,” says Taylor. “We eliminated a lot of agency fees for a huge cost-savings.”
CORT relies on Advertising Cloud for several reasons. The robust Adobe solutions use powerful capabilities to analyse advertising strategies across multiple channels and help the marketing team find the best avenues to invest in for great returns.
Bringing advertising in-house with Advertising Cloud also helps CORT achieve much greater visibility into budget, performance and customer engagement. The marketing team has full access to information about audiences and how advertisements perform. Instead of relying on third-party agencies, the company can dig deep into the data and gain clarity and insights critical for making intelligent advertising decisions.
“We have a small marketing team, so the automation and customer intelligence in Adobe solutions is essential for us to scale across channels in order to reach more customers,” says Oliver. “Adobe Advertising Cloud offers powerful capabilities that help us to get the information we need to shift our dollars and adjust our strategies to reach audiences with high-performing ads.”