This topic is a bit scary, but Google in particular, and Facebook to a certain extent, are insisting a lot on “letting their machines do your work.” They have machine learning engines so powerful that we are entering a new paradigm.
We have gone from the dream of ultra-digital segmentation to the mantra of “give us your money, set broad segmentation and our machines will take care of optimizing and bringing you the best traffic” and you are left with fewer and fewer alternatives. Google, for example, has already announced that it would eliminate expandable (manual) ads to be albania business email database replaced by adaptive (automatic) ones. So, in relation to the previous point, the more data you have, the more options you will have to maintain a certain manual margin in the segmentations.
10.Bet on alternative channels
The reality is that Google and Facebook are channels that we could consider saturated because everyone is investing there. Which makes it increasingly expensive and less profitable to do so. The opportunity lies in investing in alternative, less saturated channels. Without a doubt, a good alternative is Tiktok and Twitch, but also others such as Pinterest, Spotify, or the opportunity to segment through programmatic buying on connected television, even on niche websites. You always have to try to get away from where the masses are.