What Marketers Do Better than Machines

Automation is a scary idea for many industries, because it seems to signal that many jobs will vanish. Especially in marketing, a business of largely analytical tasks for a high payout. Experienced marketers rely on automated reports, culling data that is automatically tracked. But automation can’t do everything, and it’s not a single solution to every problem your campaign faces. Anyone who uses Google AdWords knows that you can typically outperform the ad optimizer if you know even a little bit about display advertising. As your skills grow, you’ll find automation can’t keep up with you. There are some things that humans do better.

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How to Target Specific Segments of a Market

When you purchase traffic from a buy-side platform, you have to segment your audience in order to get the maximum benefit. These platforms buy traffic from all over the Web, offering several categories to work with. If you don’t segment that traffic you will spend profusely for visits that don’t actually help your conversion rate.

Targeting is one of the best benefits a buy-side platform offers to you, and you can bring out a campaign’s true earning potential. However, getting to that point requires a diligent study of your audience. Read on for tips to accumulate meaningful data you can use to segment your target market.

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Effective Tactics for Inbound Marketing

Display advertising has become crucial to business, and is one of the fastest growing channels in Internet marketing. It’s one of the most effective methods to increase leads from inbound marketing efforts, offering marketers a plethora of tools to track and test their offers. Having an understand of how inbound marketing works, including the most beneficial methods to use it, will help you find new channels to advertise and draw in more leads.


Optimization can refer to either your website or your display advertising. It’s the practice of improving your website’s ability to engage the user, and includes many elements. For instance, optimization is used in search marketing to highlight certain key terms. In CPM advertising, it is used to improve the chances for a conversion to occur. Usually, you would optimize content above the fold (the halfway point of a Web page). You might also consider optimizing the headline, which is typically the first thing a user sees.

Optimization can also refer to the speed with which elements load on a website. This is crucial to banner advertising as you will be charged when the tracking pixel fires, regardless of whether the user sees your content. Faster page load times decrease the chances of poorly reported click data.


The content of a website is what influences the user and the ad. Content reflects user intent, but it also determines what ads are relevant. Sites are usually organized by a particular theme, which is broad and over reaching like “tech” or “politics.” From there, the site usually has a specialty, like mobile tech or liberal news.

When you buy traffic from a buy-side platform, and you designate demographic targeting, the platform may use the content of the Web page (along with some backend statistical data) to determine whether your ad and the audience would be a good fit. Of course, bidding also plays a role, but it becomes easier to bid on a particular demographic once you understand more about what its audience is doing.

Final Thoughts

Understanding more about how the elements of marketing work together will impact your bottom line. Once you know the kind of content your audience reads, and how to optimize your ads to reach them, you will see an increase in conversions.