Adobe works with Allsop to implement campaigns, set bids, launch promotions and strategise digital marketing initiatives. “We provide what we call a full-service engagement,” says Adobe account manager Ryan Trowbridge. “Sally briefs us on promotions, and we build and run them along with account hygiene.”
Allsop sees the benefits of Adobe as twofold. One is the strong relationship she’s built with Trowbridge and the account management team at Adobe. The value of such communication and collaboration can’t be overstated. At the same time, she finds Adobe technology extremely helpful and better than the competition for her needs. “It produces the best return on investment, which is what everybody's looking for,” says Allsop. “You don’t want to generate the most sales if they're not profitable sales. It’s about being in the right position for the person who’s most likely to then purchase, with the least amount of spend.”
One resource in particular that Adobe uses to help Allsop is Adobe Advertising Cloud Search. It helps to optimise search activity for keywords across all search engines. This includes portfolio bidding, layer audience bidding, geo bidding and device bidding. “We can simultaneously work across multiple search engines to best optimise and report on performance,” says Trowbridge.
Adobe Advertising Cloud Search is powered by Adobe Sensei, Adobe’s framework for artificial intelligence and machine learning. Adobe Sensei powers performance optimisation, forecasting and spend recommendations, and it makes complex bid and budget allocation decisions using dimensional data like audience, device and location. “It's becoming an even greater part of our bidding solution, adding in greater granularity on dimensions and various ways of splitting portfolios and optimising spend across them,” says Trowbridge.