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What is Marketing automatization

Chapter 7
Impacts of Online Advertising on Business Performance
Marketing automation is represented by the introduction of software tools that automate some of the key processes of customer data collection, evaluation, acquisition, and customer retention. Among these automated activities, we may undoubtedly include e-mail marketing, web analytics, the evaluation of potential leads, online forms, consumer research, tracking of ongoing marketing campaigns, and many others.
Published in Chapter:
Reaching Your Customers Using Facebook and Google Dynamic Ads
Tereza Semerádová (Technical University of Liberec, Czech Republic) and Petr Weinlich (Technical University of Liberec, Czech Republic)
Copyright: © 2020 |Pages: 23
DOI: 10.4018/978-1-7998-1618-8.ch007
Abstract
Dynamic Product Ads (DPAs) and Dynamic Search Ads (DSAs) represent a type of online advertising primarily used for remarketing purposes. However, more and more advertisers can use DPA for acquisition campaigns as well. Dynamic ads are an integral part of the marketing strategies of all large e-shops and companies that have a product or service catalog. Dynamic advertising reduces the time and effort put into the creation of online advertisements and provides the highest level of personalized targeting possible. With a product catalog and a properly set pixel or tracking code, it is possible to create individually customized ads within seconds. This chapter tests the effectiveness of DPAs and DSAs within the context of the two greatest advertising platforms, Facebook and Google ads, and compares their performance against the manually optimized ad sets.
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