When a company first launches an online advertising campaign is just the beginning.

Once a business has several different advertising campaigns behind it, it’s time to start experimenting with different, and more advanced strategies to generate a lot more success.

Automated Bidding

Companies that aren’t confident in setting their ad bets and optimizing their campaigns should start utilizing automated PPC bidding.

The best-known advertising platform that has automated bidding is Google, however, there are plenty of other platforms such as Facebook and Microsoft that provide companies with some sort of smart or automated bidding options as well.

For Google, specifically, there are two types of automated bidding that companies can choose from. There is the standard automated bidding service, as well as the smart bidding service, and both types have different benefits.

Companies can use automated bidding to increase visibility of website visits and improve or meet their target ROAS. Aside from not having to worry about setting the right ad bets, companies can also focus on different elements of their advertising campaigns with the help of automated bidding.

Tools

Aside from creating an advertising budget, companies should also be investing in different advertising and marketing tools for different channels that are going to improve their online advertising campaigns and generate more return on investment.

One of the best tools for this task is Ubersuggest, which can help companies improve their advertising campaigns by accessing high-quality keyword data.

With this tool, companies can research relevant and high-value keywords that they can use in their advertising campaigns and improve their targeting.

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Personalized Ads

Personalization needs to be an essential element of every advertising and marketing strategy from companies.

This is mainly because over half of all customers have stated that they’re a lot more likely to make future purchases from a business if they have a personalized experience.

One of the best ways to create personalized ads is on Facebook. Facebook provides companies with dynamic formats and creative ad solutions so that companies can create more personalized experiences for every user that comes across the company’s ads.

The platform automatically changes the specific elements of the ads that are going to be more suited to the interests or tastes of its users, including the description, format, media, and even the ad destination.

According to research from Facebook, these types of dynamic ad formats and creative solutions can help companies increase their views, purchases, as well as sales.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.