Ad operations, or ad ops, is the engine that powers the delivery and management of digital advertising. Ad ops ensures the smooth running of digital ad campaigns, making sure that ads not only reach their intended audiences but also have the maximum impact when they do. This operational efficiency translates into increased revenues for your clients and your agency.
EXPERIENCE VS ENTRY LEVEL
An experienced ad ops team can perform several roles such as ad campaign managers, ad schedulers, or ad traffickers. They can handle the finer details of an ad campaign from start to finish, such as setting up, managing, and optimizing online ad campaigns, ensuring seamless transactions between advertisers and publishers, monitoring ad performance based on key metrics such as click-through rates and conversions, adjusting campaigns, maintaining CPMs and optimizing fill rates, troubleshooting any technical issues, and using data to enhance the effectiveness of your digital ads¹²³.
An entry level ad ops team may lack the skills, knowledge, and experience to perform these tasks efficiently and effectively. They may not be able to cope with the complexity and dynamism of the digital advertising market, which involves various platforms, formats, channels, and partners. They may also not be able to leverage the best ad operations tools for publishers, such as ad servers, ad networks, ad exchanges, demand-side platforms, supply-side platforms, and data management platforms.
Therefore, having an experienced ad ops team can give you a competitive edge in the digital advertising industry, as they can help you deliver high-quality, high-performance, and high-revenue ad campaigns for your clients. An experienced ad ops team can also help you save time, money, and resources, as they can automate and streamline many of the ad operations processes, reducing errors and inefficiencies.
LOCALLY-BASED VS OVERSEAS
Communication: A local ad ops team can communicate with you and your clients more effectively and efficiently, as they share the same language, time zone, and culture. This can reduce misunderstandings, delays, and errors in the ad operations process. A local ad ops team can also provide you with more personalized and responsive service, as they can easily reach out to you and address your concerns or requests.
Quality: A local ad ops team can ensure the quality and performance of your campaigns, as they have more knowledge and experience in the Canadian digital advertising market. They can understand the preferences, behaviors, and needs of your target audience, and tailor your ad campaigns accordingly. They can also leverage the best ad operations tools and practices for the Canadian market, such as ad servers, ad networks, ad exchanges, demand-side platforms, supply-side platforms, and data management platforms.
Compliance: A local ad ops team can help you comply with the legal and ethical standards of the Canadian digital advertising industry, such as privacy laws, data protection regulations, and consumer rights. They can also help you avoid any potential risks or penalties associated with outsourcing your ad operations overseas, such as data breaches, fraud, or tax issues.
Cost-effectiveness: A local ad ops team can offer you more cost-effective and transparent pricing for your ad operations, as they can eliminate the hidden fees, currency fluctuations, and overhead costs that may come with outsourcing it overseas. They can also help you optimize your ad operations budget and maximize your return on investment, as they can provide you with more accurate and timely data and insights on your ad campaign performance.
OUTSOURCING VS IN-HOUSE
OUTSOURCING
• Provide you with more flexibility and scalability, as they can adjust their workload according to your changing needs and demands
• Avoid the expenses of hiring, training, and retaining full-time employees, as well as providing them with benefits, equipment, and infrastructure.
• Allows you to focus more on your core business goals, such as developing strategies, creating content, and building relationships with your clients.
IN-HOUSE
• More limited and fixed in their capacity and capabilities.
• Require more investment and maintenance in terms of human and material resources.
• Require more supervision and coordination from you and your staff.
ADOPS & ROAS
ROAS, or return on ad spend, is affected by the performance of your ad ops team in several ways. Your ad ops team is responsible for setting up, managing, and optimizing your digital ad campaigns across various platforms, formats, channels, and partners. Their performance can impact the following factors that influence your ROAS:
This is the percentage of users who take a desired action after seeing or clicking on your ads, such as making a purchase, signing up for a newsletter, or downloading an app. A higher conversion rate means more revenue generated from the same amount of ad spend, resulting in a higher ROAS. Your ad ops team can improve your conversion rate by creating relevant, engaging, and persuasive ads that match your target audience’s needs and preferences. They can also use data and analytics to test and refine your ad copy, design, landing pages, and call-to-action buttons.
This is the average amount of money spent by a user who converts after seeing or clicking on your ads. A higher average order value means more revenue generated per conversion, resulting in a higher ROAS. Your ad ops team can increase your average order value by implementing strategies such as upselling, cross-selling, bundling, or offering discounts, free shipping, or loyalty rewards. They can also use data and analytics to segment your audience and personalize your offers based on their behavior, interests, and preferences.
This is the total amount of money you spend on placing your ads on various platforms, such as Google Ads, Facebook Ads, or programmatic DSPs. Increasing or decreasing your ad spend can impact your ROAS, as more ad spend can generate more revenue but can also result in higher costs. Your ad ops team can optimize your ad spend by using tools and techniques such as budgeting, bidding, targeting, and scheduling. They can also use data and analytics to monitor your ad performance and adjust your campaigns accordingly.
This is the level of rivalry and demand for a particular product or service in the digital advertising market. More competition can result in higher costs and lower revenue, as you may have to bid higher to win ad placements and face more challenges to stand out and attract customers. Your ad ops team can help you overcome the competition by conducting market research and competitor analysis, and developing unique selling propositions and value propositions for your products or services. They can also use data and analytics to identify and target niche markets and untapped opportunities.
ARE DSP AUTO-OPTIMIZATIONS ENOUGH?
DSPs, or demand-side platforms, are software platforms that allow advertisers to buy ad inventory from various sources, such as ad exchanges, ad networks, or publishers, through real-time bidding. DSPs can automate and streamline the ad buying process, as well as provide data and analytics to help advertisers target and optimize their campaigns.
However, DSPs are not enough to optimize your campaigns, as they have some limitations and challenges. Here are some of them:
Complexity: DSPs can be complex and confusing to use, as they involve multiple settings, options, and features that require technical knowledge and expertise. Advertisers may not be able to fully utilize the capabilities and benefits of DSPs without proper guidance and support.
Quality: DSPs can expose advertisers to low-quality or fraudulent ad inventory, as they may not have adequate quality control or verification mechanisms. Advertisers may end up paying for ads that are not seen, clicked, or converted by real users, or that violate their brand safety or viewability standards.
Cost: DSPs can be costly to use, as they may charge fees for various services, such as data, technology, or support. Advertisers may also face higher competition and bidding prices for ad inventory, as they may have to compete with other advertisers using the same or similar DSPs.
This is where a human ad ops team can help you improve your campaign performance in DSPs. A human ad ops team can provide you with the following benefits:
Expertise: A human ad ops team can offer you the skills, knowledge, and experience to use DSPs effectively and efficiently. They can help you set up, manage, and optimize your campaigns, as well as troubleshoot any issues or problems that may arise. They can also advise you on the best strategies, tactics, and practices to achieve your goals and objectives.
Quality: A human ad ops team can ensure the quality and performance of your campaigns, as they can monitor and verify the ad inventory, the ad delivery, and the ad results. They can help you avoid or minimize low-quality or fraudulent ads, as well as ensure your ads comply with your brand safety and viewability standards.
Cost-effectiveness: A human ad ops team can help you save on costs and maximize your return on investment, as they can optimize your ad spend and your ad revenue. They can help you find and bid on the best and most relevant ad inventory, as well as adjust your campaigns based on data and analytics. They can also help you negotiate better deals and terms with DSPs and other partners.
You have a great product or service that deserves to reach and engage your target audience online. But you also know that digital advertising is not easy. It requires a lot of time, money, and expertise to create, manage, and optimize effective and profitable ad campaigns across various platforms and channels. That’s why you need a reliable and professional partner who can handle all your ad operations needs for you. That’s why you need us!
We are a Canadian-based ad ops team with years of experience and expertise in the digital advertising industry. We offer you a full range of ad ops services, from setting up, managing, and optimizing your online ad campaigns, to ensuring the quality, performance, and compliance of your ads, to providing you with data and insights to improve your ad strategy and results. We work with the best ad operations tools and practices, such as ad servers, ad networks, ad exchanges, demand-side platforms, supply-side platforms, and data management platforms. We also work with you closely and communicate with you effectively, as we share the same language, time zone, and culture.
So, what are you waiting for? Contact us today and let us take care of your ad ops for you. We guarantee you will be satisfied with our service and results. We are not just your ad ops team, we are your ad ops partner!
For inquiries please fill out the form below or contact us directly at hello@coastaldigitalgroup.com