Are you advertising on Facebook and Google networks? This will definitely help you

The Croatian AI startup airt and the technology company SeekandHit have presented a joint Capt’n.ai solution for optimizing digital advertising campaigns on platforms Google and Facebook. They have joined forces to simplify this process and elevate it to a higher level. SeekandHit is responsible for the development of the application and its integration with advertising platforms, while airt is working on creating AI engine that enables budget prediction and redistribution. Capt’n.ai allows for campaign optimization across networks on a daily basis as it automates the process of daily entry into campaigns, analyzing their results, and optimizing budgets.

Advertising on Facebook and Google networks, to be effective, consumes significant amount of time. For advertising goals to be successful, regular and continuous optimization of campaigns and their budgets is necessary. This involves daily analysis of results, adjusting parameters, and reallocating part of the budget to networks that are more effective in achieving those goals. And of course, all of this requires quick and timely reactions, which poses a significant challenge for those managing a large number of campaigns.

The current principle of setting up a campaign is that the initial budget allocation by channels is made based on some previous experience, and then optimization is done or, better said, should be done, through regular and manual parameter adjustments. —

Mario Frančešević, osnivač i vlasnik splitske tehnološke tvrtke SeekandHit, objašnjava kako će oglašivači imati manje podataka o tzv. korisničkom putovanju, što će svakako otežati oglašavanje po učinku. Najviše će zbog toga patiti mali oglašivači

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For example, a campaign may have 20 percent of the budget allocated to search ads on Google, 40 percent to display ads on the Google network and 40 percent to the Facebook network. Once the budget is divided among individual channels, each of those channels allows for an (increasing) level of automation to best and most efficiently spend the allocated budget within its environment. On platforms such as Google and Facebook, advertisers can determine the total budget that needs to be invested over a specific time period and specify what it is intended for – website visits or purchasing the advertised product – whereby the system finds the optimal strategy to maximize the desired outcome.

However, none of these networks provide a mechanism for automatic optimization of budget allocation between competing channels for clear business reasons. In other words, such budget optimization across different platforms is ultimately done manually, which not only takes a lot of time but is also subject to human errors.

Capt’n.ai is a solution that enables campaign optimization across networks on a daily basis, as it automates the process of daily entry into campaigns, analyzing their results, and optimizing budgets. To minimize disruption to the existing workflow, campaigns are set up as usual, and then Capt’n.ai connects to them. The system pulls the previous campaign results from all channels daily, makes predictions for the future, and adjusts parameters and budget allocation to achieve the best results.

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On one hand, past experience shows that using the solution achieves an improvement in results of up to 25 percent compared to manual campaign optimization. On the other hand, time savings are nearly one hundred percent as automation stops the time spent on manual parameter adjustments.

Another segment where time is saved is reporting, especially in marketing agencies. Namely, in addition to managing campaigns, agencies prepare regular reports on their effectiveness for their clients, either on a monthly basis or upon completion of each individual campaign. Given that reports are made for each client, for each brand, and for each campaign (since the same brand can, for example, simultaneously have both awareness and sales campaigns), an exceptionally large number of working hours is spent on ‘pulling’ data from the system and preparing reports. The Capt’n.ai solution, in addition to optimizing campaigns, also allows for automation (part of) reporting, which also enables significant time savings, especially in larger marketing agencies.

Capt’n.ai is the result of collaboration between the AI startup airt and the technology company SeekandHit, specialized in digital advertising and custom solution development in marketing tech, data, and analytics industries. Aware of all the demands and requirements of managing digital campaigns, they decided to join forces to simplify this process and elevate it to a higher level: SeekandHit is responsible for the development of the application and its integration with advertising platforms, while airt is working on creating the AI engine that enables budget prediction and redistribution.

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