What Is AdOps and How Can It Impact the Profitability of Your Campaigns?

Marketing—and especially advertising—seeks to continually optimize its campaigns so that for every amount a client invests, it’s clear exactly what return that investment has generated and, most importantly, what needs to be changed and enhanced to ensure that return continues to grow every day. To achieve this, companies seeking such optimization rely on a specific role: the AdOps specialist. In this post, I’ll explain who they are, what they do, and what benefits they bring to your company and your campaigns. Shall we dive in? Of course we will.

We all agree that the Internet has fundamentally changed the way we advertise. What I mean is that, up until then, campaigns were launched across various media outlets, and we would wait to see the results in the form of sales at different retail locations. With the advent of the Internet came real-time measurement of various campaigns, and with it, a way to optimization that gradually spread to other advertising channels, including offline ones.

New advertising platforms emerged, such as affiliate marketing, search engine marketing (SEM), or social ads. All of them share one common feature. You could design several campaigns, with different ads for each campaign, and monitor how they performed, then adjust based on results—that is, the less effective campaigns were replaced with others similar to the best-performing ones, and so on until the campaigns ended. Broadly speaking, this was called optimization.

Today, optimization is essential and critical for any campaign, and to carry it out, it is necessary to have new profiles who specialize in this field. Professionals who understand advertising strategy, but who also have an analytical mindset that allows them to make decisions What works, what doesn’t, and what to do to achieve continuous improvement. This is the AdOps rolerole.

An AdOps professional is deeply involved in the pre-launch and execution of an advertising campaign, both before and after the campaign goes live.. In other words, these individuals support the setup, testing, workflow, delivery, and optimization of multichannel ad campaigns across all digital ad media and formats (video, native, mobile, desktop search, email, CTV, etc.). To do this, they work closely with other platforms: ad servers, DSPs, and SSPs, etc.

 

What are the objectives of AdOps?

 

Among the main functions or objectives within the performance department of any specialized agency are:

• In traffic campaigns. In this regard, the so-called “trafficker” is responsible for adjusting advertising campaigns in line with the brand’s digital strategy, making the necessary optimizations, and ensuring that ads are properly configured so they run smoothly. AdOps helps clients create pixels to track how the audience interacts with different ad creatives, resolving any issues that arise.
• In the planning stages. Programmatic advertising is one of the most important forms of online advertising today (we recommend reading our post on Programmatic Advertising in a Cookie-Less World). In this regard, AdOps—thanks to its understanding of the main daily fluctuations in CPM based on the day of the week, the season, and other factors—is able to help better target and segment ads based on those variables, thereby significantly optimizing advertising.
• In improving campaigns. These profiles have a significant impact on campaign optimization aimed at reducing costs, as they allow for better tailoring of creative content to the placement that is most likely to yield the best results based on that creative content.
• In revenue generation. This role is responsible for performance management and revenue generation, allocating advertising budgets to the various existing spaces and placements in order to increase profits.
• When creating reports. Using both in-house and third-party ad servers, AdOps teams gather data from launched campaigns, generating and reviewing reports on a daily, weekly, and monthly basis. Among the key metrics they analyze are: CTR, attribution, impressions, etc.

In short, we could say that an AdOps helps when it comes to set up a campaign for a client and helps achieve the and doing so while keeping it costs as little as possible. In addition, he works closely with the performance team, keeping them fully informed of any changes in the campaign’s workflow.

Let’s take a look now at what their typical workflow is like.

 

What does an AdOps specialist or advertising operations manager do?

 

This is a fairly well-organized project that follows several phases:

PHASE 1: Defining Objectives and the Measurement Plan.

They must have a very clear understanding of the campaign’s objectives and how to collect that information; it is crucial that this not be mere reporting but rather actionable data for continuous optimization. One of their main roles here is to move away from typical goals like “increasing conversions” or “improving brand awareness.” An AdOps professional must propose SMART goals that are well-thought-out and effective.

PHASE 2: Determine the right medium.

Depending on the target audience we’re addressing, AdOps must use the data at its disposal to determine which channels are best suited for communicating with that audience. For example, to reach Gen Z and raise awareness, the appropriate channels would be video, social media (primarily YouTube or Twitch), or esports.

PHASE 3: Craft the message.

This role must ensure that the message communicated across the various channels during a campaign is consistent and appropriate for the target audience, and that it aligns with the previously defined objective.

PHASE 4: Evaluate and adjust the campaign/ad as needed.

Define specific metrics and KPIs to continuously measure ads and campaigns, evaluating and adjusting them as needed. This will allow you to optimize the investment and results of the campaigns under your responsibility.

 

What are the main benefits that AdOps can provide?

 

If you’ve read this far, it’s very likely that you have a pretty good idea of the benefits an expert in this field can offer. However, let’s take a look at each of the benefits of outsourcing to an agency that specializes in this area on its digital advertising team. They are as follows:

• Profitability. Campaigns and advertising spend are much more effective and, therefore, more profitable, yielding a much higher ROI in campaigns managed by an AdOps team.
• Technical support. Generally speaking, an agency’s AdOps professionals are skilled and have many years of experience using the latest technology to help companies achieve success. Working for years with a variety of clients gives them much greater expertise in this area.
• Easier ways to track orders. The client’s brand would benefit immensely, as it can take advantage of modern features and applications to seamlessly track campaign KPIs and design marketing strategies accordingly.
• You’re forgetting about overhead costs. This is one of the main advantages of any outsourcing arrangement.
• Lower operating costs. The overall operational burden that any company must bear is significantly reduced when it outsources its advertising operations.

 

At MioGroup , we have a team of AdOps as part of our digital advertising solutions—whether in programmatic advertising, social ads, SEM, and more—aiming for optimization every euro our clients invest and delivering results that have a direct impact on the bottom line of our client brands. Do you want to get more out of your campaigns?