Louis Guerrero, Sr. Product Marketing Manager, Social @ Skai
As we’ve heard from the 2020 cliches, this is the year for better vision. While that might sound cheesy, it’s actually exactly what social marketers need as we enter the new decade.
Over the last ten years, social advertising has grown to be one of the most important channels in advertising. While the last decade was still about learning the ins and outs and figuring out best practices, marketers are banking on the upcoming innovation wave of artificial intelligence and machine learning to optimize their ad investments.
The key area where AI & ML will most be able to help marketers? Mining big data to surface insights that drive better data-driven decision making to improve advertising performance.
Intelligent tools make social marketers smarter
As the leading enterprise marketing platform, Skai’s product team is highly focused on building innovative, new features that will generate actionable intelligence for marketers to reach new heights with their advertising performance.
Creative Sentiment: Learn from social user feedback
Skai Social’s creative sentiment tags proactively notify you when an ad has positive or negative sentiment by analyzing the reactions and comments the ad has received.
There are five possible tags for each ad—“Positive,” “Strong Positive,” ”Negative,” “Strong Negative” or “Mixed.” Hovering over the tag opens a pop up with a synopsis of the sentiment (e.g. “Hooray! Your ad seems to have a positive sentiment.”) and the sum of the positive and negative post reactions and comments.
How these insights make social marketers smarter:
- They can create better ads based on the creative sentiment of previous ads
- Automate actions based on reaction—boost positive ads and turn off negative ones
Ad Fatigue: Head off problems before they start
Advertising that has been in-market too long can begin to lose its effectiveness as the target audience simply stops engaging with it because they’ve seen it too many times. Skai Social’s ad fatigue tag notifies marketers when it detects potential fatigue occurring with creative.
As social advertising grows in importance, accounts get bigger and it becomes impossible for practitioners to manually track the health of hundreds or thousands of ads. The ad fatigue tag is a great example of how technology can act as a 24/7, 365 watchdog to alert marketers to take action before performance drops.
How these insights make social marketers smarter:
- Alerts practitioners to potential ad fatigue issues before they become a problem
- Offers one-click action to pause or swap out fatiguing ads
Popular Products: Social campaigns get smarter through Amazon insights
Powered by artificial intelligence, Smart Tags for Popular Products will automatically alert you when one of the products featured in your Dynamic Product Ads is trending on Amazon. This allows you to immediately boost this ad by increasing its bid or ad set budget.
You can also set up an automated action to increase the bid for any ad with the Popular Product tag. This will help ensure you capitalize on these opportunities as quickly as possible in near real-time.
How these insights make social marketers smarter:
- Leverage signals in one channel to increase performance on the other
- Optimize your social ads to drive sales on Amazon
Facebook to Amazon Conversions data: Optimize to the final sale
Facebook Advertisers often drive their audiences to Amazon to purchase their products. The challenge for social advertisers is the limited visibility into what happened after the user clicks on their ad and goes to the online marketplace.
Skai bridges the gap between publishers by enabling Facebook advertisers to measure and optimize towards purchases made with Amazon conversion data. This gives advertisers intelligent data that they can use to maximize the performance of Facebook campaigns that drive users to Amazon.
How these insights make social marketers smarter:
- Optimize ads not on clicks or other upper-funnel activity but to the actual sale that your social advertising drives outside of the social environment
Marketers: Too Much Data, Not Enough Insights
For some time now, marketers have been set on being more data-driven. But, that’s easier said than done. The biggest challenge of Big Data is not gathering it, it’s synthesizing it into actionable insights that can truly impact the bottom line.
As more intelligent features reach advertising platforms, marketers will be able to arm themselves with new and powerful insights that can help them stay competitive and deliver value to their brands.
