What advertising systems can and cannot automate
Posted: Thu Mar 27, 2025 10:00 am
Smart bidding strategies and automated targeting only work effectively if the algorithms have enough conversion data to learn from. That means they need reach.
By analyzing conversions, algorithms identify similar traits of users who are prone to making them.
Reach will give algorithms a choice and will allow them to identify people among the entire audience who are more likely than others to perform a target action. The larger the sample, the easier it is for algorithms to work: they better understand the difference between those who convert and those who do not.
It's good if this is data on macro conversions nurse database (for example, an application). But there are narrow niches where there is not enough data on macro conversions, because there are few potential clients in these niches who could make these conversions. Therefore, to accumulate statistics, advertisers have to switch optimization to micro conversions.
Microconversions are, for example, viewing certain content or clicking on links on a website. Microconversions themselves are not the purpose of launching advertising, but they act as an indicator of user interest. And most importantly, they occur more often than macroconversions.
Thus, advertising systems can automatically manage rates and select targeting. But do not forget that for effective work, algorithms must be trained on a sufficient sample of data. And monitoring the training and providing the algorithms with a sufficient amount of data is exactly the job of an online advertising specialist.
By analyzing conversions, algorithms identify similar traits of users who are prone to making them.
Reach will give algorithms a choice and will allow them to identify people among the entire audience who are more likely than others to perform a target action. The larger the sample, the easier it is for algorithms to work: they better understand the difference between those who convert and those who do not.
It's good if this is data on macro conversions nurse database (for example, an application). But there are narrow niches where there is not enough data on macro conversions, because there are few potential clients in these niches who could make these conversions. Therefore, to accumulate statistics, advertisers have to switch optimization to micro conversions.
Microconversions are, for example, viewing certain content or clicking on links on a website. Microconversions themselves are not the purpose of launching advertising, but they act as an indicator of user interest. And most importantly, they occur more often than macroconversions.
Thus, advertising systems can automatically manage rates and select targeting. But do not forget that for effective work, algorithms must be trained on a sufficient sample of data. And monitoring the training and providing the algorithms with a sufficient amount of data is exactly the job of an online advertising specialist.