In the fast-paced world of customer service, every second counts. Customers expect quick, efficient, and personalized support, while businesses strive to optimize their operations and keep agents productive. This is where Salesforce Service Voice comes in, a game-changer designed to seamlessly integrate voice capabilities directly into the agent’s workspace, leading to significant enhancements in both agent productivity and customer satisfaction.

The Challenge: Balancing Speed with Quality

Traditionally, handling customer calls has often meant agents juggling multiple screens, systems, and applications. This fragmented workflow can lead to delays, errors, and a frustrating experience for both the agent and the customer. Agents spend valuable time searching for information, while customers wait on hold or have to repeat their issues. This inefficiency directly impacts resolution times and, consequently, customer happiness.

How Salesforce Service Voice Transforms the Service Experience

Salesforce Service Voice tackles these challenges head-on by bringing the power of the contact center directly into the Salesforce Service Cloud console. This integration offers several key benefits:

• Unified Agent Workspace: Agents no longer need to switch between different applications. Voice calls are seamlessly routed and managed within the Service Cloud console, where all customer data, case history, and relevant information are readily available. This single pane of glass reduces clicks and context switching, allowing agents to focus on the conversation.
• Real-time Customer Insights: As a call comes in, Service Voice intelligently pulls up the customer’s complete profile, including past interactions, purchase history, and even sentiment analysis from previous calls. This instant access to crucial information empowers agents to provide personalized and informed support from the very first “hello.”
• Automated Call Logging and Wrap-up: After a call, Service Voice can automatically transcribe the conversation and even summarize key points, creating a detailed call log. This drastically reduces the time agents spend on post-call administrative tasks, freeing them up for more customer interactions.
• AI-Powered Assistance: Leveraging Salesforce’s Einstein AI, Service Voice can offer real-time suggestions and knowledge articles to agents during a call. This intelligent guidance ensures agents have the right answers at their fingertips, leading to faster resolutions and fewer escalations.
• Enhanced Coaching and Quality Assurance: Call recordings and transcriptions provide valuable data for supervisors to coach agents effectively and ensure consistent service quality.

The Impact: Happier Agents, Happier Customers

The benefits of Salesforce Service Voice are tangible and far-reaching:

• Increased Agent Productivity: By streamlining workflows, automating tasks, and providing instant access to information, agents can handle more calls, resolve issues faster, and reduce their average handling time. This leads to a more efficient contact center operation.
• Boosted Customer Satisfaction: Customers receive faster, more personalized, and accurate support. They feel heard and understood, leading to higher satisfaction, increased loyalty, and a stronger brand reputation.
• Reduced Agent Burnout: A less fragmented and more efficient workflow reduces stress and frustration for agents, contributing to a more positive work environment and lower attrition rates.

More resource, more advantages

Salesforce Service Voice is more than just a telephony integration; it’s a strategic tool that redefines how B2C companies deliver customer service. By uniting voice capabilities with comprehensive customer data and AI-powered insights, it empowers agents to be more productive and effective, ultimately leading to exceptional customer experiences and a significant competitive advantage.

Have you ever wondered what we need to get the most out of CM360’s capabilities? In this post, we are going to tell you, step by step, why the CM360 optimization journey is long but exciting and what benefits you will get when you know the tool well.

Introduction

In a constantly evolving advertising environment, the question is simple: How to leverage CM360 to achieve more effective digital campaigns? This post will serve as a guide to understand where we are, what we have left to cover, and why it is key to your digital marketing strategy.

What is CM360?

Campaign Manager 360 (CM360) is Google’s platform designed to plan, manage, and measure digital campaigns globally.

Who uses it?

Agencies, advertisers, and marketers who seek to centralize their reporting and obtain unified data.

Why is it relevant now?

The evolution of the cookieless environment and new attribution models force us to rethink what to do and when to maintain advertising effectiveness.

How do we achieve it?

By analyzing what technical and strategic improvements to implement in CM360 to gain time, agility, and precision in decision-making.

Key fact: According to recent studies, companies that master CM360 increase their campaign ROI by 15% to 20%. Ready to discover where to start?

What’s happening today with CM360?
Currently, CM360 is the standard for managing large-scale digital campaigns. However, there is still much room to take advantage of it, especially when we talk about:

• Integration with other tools in the Google stack (such as GA4, DV360, Google Ads, The Trade Desk, Netflix, or Adobe Gen Studio).

• Improvements in advanced reporting to better understand the path to conversion.

• Management of floodlights and audiences that respond to new data-driven models.

The key is knowing where to focus.

What do we have left to cover?

Optimization of the initial setup

Dedicating time to a well-defined structure saves headaches later.
→ Did you know that a clear taxonomy in CM360 reduces errors by 30%?

Reporting automation

A well-configured dashboard saves your team hours and gives you real-time insights.
→ Includes reports like Path to Conversion, Time Lag, or Conversion Funnels.

Implementation of cookieless strategies

With the disappearance of cookies, measurement and activation must adapt. This is where CM360 along with GA4 offers you precise data.

(This is just a visual reference of the type of dashboard you can implement)

Why is it important to keep improving in CM360?

If you want your campaigns to be more effective and your strategy to be more agile, continuing to evolve in CM360 is essential. Every small change directly impacts your ROI and, above all, gives you greater control and transparency over your advertising investment.

Think of CM360 as a treasure map: if you know how to read it well, it leads you directly to the data that will help you grow.

Conclusion: Move forward with a steady pace

In short, there is still much to cover in the world of CM360, but every step you take is an opportunity to optimize results, better understand your audience, and make your advertising investment smarter.

Do you want us to help you get the most out of the tool? Share this post with your team or leave us a comment with your questions! As someone wise said: “It’s not just the destination, it’s the journey.” 🚀

Every day, thousands of brands appear on our screens. Some stay for a second ⏱️. Others stick in our minds 🤔. Very few become part of the conversation 💬.

The difference is not just how much they invest, but how they collaborate with creators within an ecosystem that is cultural, mobile, emotional, and fragmented.

Influencer marketing, when integrated with vision, can be a strategic lever at all phases of the funnel: from generating awareness in the top-funnel with content that travels naturally, to activating consideration in the mid-funnel through credible profiles ✨, or driving performance through paid media formats and well-defined attribution models 📈.

For it to work, it’s not enough to be everywhere. It’s about knowing how to collaborate with the right profiles, respecting their codes, their community, and their value at each stage of the consumer journey.

Each platform presents a distinct set of opportunities. We don’t intend to cover everything, but rather to offer a strategic vision of how to activate with purpose and direction 🧭.

TikTok: Shared Culture and Amplified Visibility 🎶

TikTok moves fast and operates primarily at the top-funnel, generating discovery and interest through cultural participation.

But for content to connect, it must feel authentic ✅. Here, working with creators implies co-creating ideas that adapt to their language and community, rather than simply transferring a prefabricated message 🗣️.

Furthermore, the use of paid media on TikTok is key to scaling content that works. Promoting organic creator pieces allows for maintaining the influencer’s voice, while amplifying its impact with advanced segmentation and performance objectives.

Brands that understand this don’t just create viral hits. They turn visibility into conversation and brand recall 🧠.

Instagram: Building Affinity with Measurable Impact 📸

Instagram remains a central platform for developing brand consideration and fostering a constant connection with the audience. Reels, Stories, and carousel collaborations allow for a continuous, visual, and emotional narrative.

Organic content is only part of the game. Today, many brands are finding in Creator Ads an effective way to amplify collaborations with creators: content created by influencers, promoted from their profile but with media control from the advertiser. This approach combines the best of two worlds: the credibility of the creator and the targeting and optimization capabilities of paid media 🎯.

On Instagram, influencer marketing can generate both branding and performance, when planned as part of a complete system 🌐.

YouTube: Deep Influence that Informs and Converts💡

YouTube is the ideal platform for working the mid-funnel and the lower-funnel, thanks to its capacity to generate trust and deepen the message 🧐.

Here, creators have space to explain, show, compare, and validate. And that generates a type of connection that goes beyond superficial recommendations.

Additionally, YouTube offers paid media formats that allow for activating creator content as part of performance campaigns 📈.

From personalized video sequences to retargeting based on visualisations, the collaboration doesn’t end when it’s published: it’s amplified when integrated with strategy.

Well-planned, content with creators on YouTube can be both an inspiration tool and a decision-making tool, depending on the format and the moment in the funnel.

Twitch: Creating Moments that Build Loyalty 🎮

Twitch offers a different dimension of audience connection: based on shared time and an active community.

It is a loyalty channel, where brands can connect with highly engaged audiences, in participatory and authentic environments.

Here, the creator is not just a broadcaster: they are an host 🎙️. Brands that understand this collaborate from within, designing activations where the presence feels organic and meaningful.

And although Twitch is essentially organic, its effect can extend by using clips and summaries in cross-channel paid media campaigns, or amplifying key moments in networks like YouTube Shorts or Instagram Reels.

What’s important is not just the live stream. It’s how it converts into useful content beyond the broadcast💡.

X (formerly Twitter): Positioning and Amplifying Narrative 🗣️

X continues to be a relevant space for brands that want to participate in the public discourse and reinforce their positioning.

Here, the value of creators lies in their ability to influence key topics, with a recognized voice and an attentive audience 👀.

Organic content can have great contextual impact, but it can also be activated as part of paid strategies, amplifying threads, collaborations, or messages aligned with cultural moments or specific junctures.

In many cases, influencer marketing on X is boosted when it aligns with causes, values, or relevant positions, especially if the goal is to participate in cultural or social conversations 🌍.

Ready to take the next step in your influencer marketing strategy?🚀

Each platform brings something distinct. Each creator has their way of influencing. But all collaborations must answer the same question:

What does this bring to my brand and business strategy? 🤔💡

At Making Science, we have been helping brands evolve in this terrain for years. We design influencer marketing strategies that integrate content, media, and measurement within the digital ecosystem, always with a business focus.

If your brand is ready to move from content to impact, and from punctual impulse to sustained strategy, let’s talk!📧

There’s a question that marketing teams are asking more and more often—and it’s not “Should we do influencer marketing?” It’s: How can we integrate it better? 🤔

Because it’s no longer about one-off campaigns or scattered creative collaborations throughout the year. Influencer marketing has earned its place—not as an add-on, but as a strategic growth channel that drives results on multiple fronts: attention, affinity, conversion, community, content, and insights. 📈

The difference now isn’t whether you’re doing it. It’s where you place it within your brand and business architecture. 🧠

And that requires a shift in perspective, from viewing influencers as occasional activations to understanding their cross-functional role within the brand ecosystem.

We’ve identified four key principles that are making a difference in the strategies that actually work. They’re not magic formulas, but they do define how leading brands are integrating this channel with clarity and vision. 🚀

When Content Connects, Business Grows

Leading brands don’t see creator content as a tactical boost or a nice-to-have inspirational touch. They integrate it as a core part of their communication, distribution, and audience relationship systems. Because they’ve grasped something essential: content with credibility moves people more than any brand promise can.

When a brand expresses itself through people with cultural authority, it’s not just seen. It’s felt. And what is felt is remembered. Shared. Bought. Defended.

We’re not talking about a trend or a new performance channel. We’re talking about a sharper, more genuine way to connect with people—where attention is no longer bought, but earned. And it’s earned with content that delivers value, reflects values, triggers emotion, and builds conversation. 💬

According to the 2025 Social Media Study by IAB Spain, 48% of users say they check social media before making a purchase, and 44% state that their final decision was influenced by the content they saw there. This percentage rises to 66% among Generation Z. This shows that when content truly connects with the audience, it directly impacts buying behavior. 📱🛍️

A Living Network of Influence—Not Just a Collection of Collaborations

The strongest strategies aren’t measured by the number of posts or the variety of profiles in a spreadsheet. They’re measured by the consistency of the relationship between brand, creator, and audience. 🔁

The value isn’t only in the content that gets published, but in what that content builds over time: narrative, reputation, positioning.

That’s why more brands are thinking in terms of networks of affinity, not “influencer lists.”

They’re not chasing follower counts—they’re seeking alignment. They build long-term relationships with people who share their vision, codes, and style. And that allows them to amplify their message naturally, broadly, and meaningfully across channels. 

The difference between an influencer campaign and an influence strategy is simple: One makes an impact. The other makes an impact and sustains it.

According to CreatorIQ’s 2024 Benchmark Report, brands that foster long-term partnerships with creators see up to 38% higher engagement rates compared to one-off collaborations.

Influencer Marketing Is Not Just Communication—It’s Brand Intelligence

One of the greatest strengths of creator content is that it doesn’t just create impact. It reflects, informs and measures. Every piece of content, every reaction, every comment… is a live source of cultural data. 📡

It tells us how your audience speaks. What moves them. What they share. What they question. What they reject.

That’s why a well-integrated strategy not only drives media or sales KPIs—it also enhances positioning, the funnel, and business insights. The channel works best when it’s not operating in isolation, but when it’s connected to everything else. It’s not just another puzzle piece. It’s the thread that can tie many pieces together—and give them meaning. 

Integration Isn’t Doing More—It’s Making Everything Work Together

Here’s one of the most common mistakes: confusing integration with accumulation. You don’t need more formats, more platforms, more scattered actions. You need your pieces to speak to each other. Influencer marketing should drive business, not just visibility. And your brand should show up where things are happening—not as a spectator, but as a part of the culture. 💡

The value doesn’t lie in “trying new things.” It lies in consolidating learnings, scaling what works, and sharpening what resonates. It’s not about making noise—it’s about having relevant presence. 📍

It’s not about putting your logo in more places, but about placing it in the right contexts, with the right people, in a consistent and coherent way. 

We see this every day. And if you’re reading this, you probably already know that it’s no longer about simply being present… it’s about doing it right.

Because in the end, the difference between just another campaign and a channel that reshapes your brand’s trajectory lies in how you choose to integrate it from now on.

Are you ready to make the leap and take your brand to the next level? 🚀

Landing Page Optimization: The Secret to Boosting Your Paid Media ROI

Are you pouring budget into perfectly set-up paid campaigns… and still not seeing the return you expected? You’re not alone. But here’s the twist: maybe your campaign isn’t the problem—your landing page might be.

In this post, we’ll explore how Landing Page Optimization (LPO) can radically improve your Paid Media performance, help you make the most of your investment, and give you the tools to convince your clients and teams to prioritize it.

Whether you’re part of a Paid Acquisition team, a Making Science account manager, or a client trying to scale smarter, this guide is your shortcut to unlocking greater results—without touching your campaign setup.

Why CRO Is Your Paid Media’s Best Friend

Let’s be clear: Conversion Rate Optimization (CRO) isn’t just a nice-to-have. It’s the missing piece in many Paid Media strategies.

You’re likely optimizing your audiences, bidding strategies, creatives, and platforms… but what happens after someone clicks your ad?

If your landing page fails to convert, even the best campaign won’t deliver. That’s where Landing Page Optimization steps in.

Did you know?
Brands that actively run CRO tests can see up to 30% increase in conversions—without increasing ad spend.

What Is Landing Page Optimization?

Simply put, Landing Page Optimization is the process of improving the elements on your landing pages to encourage more users to take action—buy, sign up, request a demo… you name it.

It involves:

• Aligning messaging with your ad copy
• Improving page speed and UX
• A/B testing layouts and CTAs
• Removing friction and distractions

When done right, LPO doesn’t just improve conversions—it maximizes your ROAS (Return On Ad Spend) and makes every click count.

When Should You Prioritize LPO?

Let’s say your:

• CTR is strong ✅
• Campaign setup is solid ✅
• CPC is competitive ✅
• But ROAS is down ❌

That’s your cue.

If you’ve optimized your campaigns and you’re still not hitting targets, it’s time to look at your landing pages.

We often see Paid Media teams focus heavily on traffic—but forget that the true goal is conversion.

How to Sell LPO to Clients and Internal Teams

Here’s how you can pitch Landing Page Optimization with confidence:

1. Speak in ROI:
   Explain how LPO gets more value from the same budget.
2. Share quick wins:
   Clients love tangible results. Show A/B test examples with before/after metrics.
3. Highlight the opportunity cost:
   A weak landing page wastes media spend. It’s like sending traffic into a leaky funnel.
4. Align with business goals:
   Talk about revenue, leads, and growth—not just clicks or impressions.

💡 Pro tip: Ask the client, “What if we could increase your conversions by 15% without increasing your media budget?” That’s the LPO effect.

Real Impact, Real Fast

Unlike some long-term strategies, Landing Page Optimization can bring fast, measurable improvements.

Run a test. Get the data. Optimize. Repeat.

💥 Example: One Making Science client saw a 27% lift in lead volume after 3 weeks of LPO testing—with no increase in ad spend.

Conclusion: Don’t Let a Perfect Campaign Fall Flat

Landing Page Optimization is often the unsung hero of Paid Media success. When campaign setups are already tight, this is where real growth happens.

So next time your ROAS drops despite strong performance metrics, don’t panic. Think landing pages. Think CRO. Think opportunity.

Want to keep your media spend from going down the drain?
Start optimizing where it truly counts—after the click.

👉 Got a landing page in mind? Let’s test it. Let’s improve it. Let’s boost your Paid Media performance—together.

Still sending traffic to the same old page?
You might be paying for visits, not conversions. Let’s change that.

💬 Have questions or success stories? Drop them in the comments—we’d love to hear from you.

📊In today’s fast-paced B2C world, simply having customer data isn’t enough. Businesses are swimming in information – from website visits and past purchases to social media interactions and customer service queries.

💡The real challenge is making sense of it all and using it to genuinely increase sales.

💡This is where Salesforce Data Cloud steps in, offering a powerful way to transform raw data into actionable insights and drive significant growth.

❓What’s the Big Deal with Data in B2C?

Think about it: every customer interaction leaves a digital footprint. For B2C companies, understanding these footprints is key. If you know what your customers like, how they behave, and what their preferences are, you can offer them exactly what they need, at the right time, and through the right channel.

🎯This personalized approach isn’t just a nice-to-have anymore; it’s a sales imperative.

🚀How Salesforce Data Cloud Makes Data Work for You

Salesforce Data Cloud isn’t just another database; it’s a sophisticated platform designed to unify all your customer data in one place. Imagine having a single, comprehensive view of every customer, no matter where their information originated. This “single source of truth” allows you to:

• Understand Your Customers Deeper: By bringing together data from marketing, sales, service, and e-commerce, Data Cloud creates rich, 360-degree customer profiles. You can see their entire journey, from their first interaction to their latest purchase, and beyond.
• Segment Your Audience Smarter: Gone are the days of broad marketing campaigns. With unified data, you can create highly specific customer segments based on detailed behaviors, demographics, and preferences. This means sending the right message to the right person.
• Personalize Experiences at Scale: Once you understand your segments, Data Cloud enables you to personalize every touchpoint. From tailored product recommendations on your website to customized email offers and relevant ad placements, personalization makes customers feel understood and valued.
• Drive Proactive Engagements: With real-time data insights, you can anticipate customer needs and engage them proactively. For example, if a customer browses a specific product category repeatedly, you can send them a timely offer or information about those items, increasing the likelihood of a sale.

💰From Data to Dollars: The Sales Impact

The direct link between Salesforce Data Cloud and increased B2C sales is clear. When you understand your customers intimately and engage with them personally, several things happen:

• Higher Conversion Rates: Relevant offers and personalized experiences lead to more purchases.
• Increased Average Order Value: When customers find exactly what they’re looking for, or discover related products they genuinely need, they tend to spend more.
• Improved Customer Loyalty: Personalized interactions build trust and make customers feel valued, encouraging repeat business and long-term relationships.
• Optimized Marketing Spend: By targeting the right customers with the right message, your marketing efforts become more efficient and yield a better return on investment.

✅The Bottom Line

Salesforce Data Cloud empowers B2C businesses to move beyond scattered data and embrace a truly data-driven approach to sales growth. By unifying customer information, enabling smarter segmentation, and facilitating highly personalized experiences, it allows companies to connect with their customers on a deeper level, ultimately leading to significant increases in revenue and customer loyalty.

🤝Making Science has extensive experience in implementing and optimizing these types of Salesforce solutions, helping businesses unlock the full potential of their customer data to achieve their sales goals.

Today’s media landscape is a maze. Multiple online and offline channels, fragmented audiences, multiplying touchpoints… In this complex environment, the pressure on marketing teams to demonstrate Return on Investment (ROI) and justify every dollar spent is more intense than ever. It’s no longer enough to “be present”; it’s crucial to understand what works, how it works, and, above all, where to invest the next dollar to achieve maximum impact. This is where precise measurement and intelligent budget optimization become fundamental.

Why do we need to measure accurately?

Without proper measurement, media investment decisions are based on intuition, partial data, or vanity metrics that don’t reflect the real impact on the business. The challenges are clear:

• Fragmentation: Consumers interact with brands through numerous channels and devices. How do you understand the complete journey and the role of each touchpoint?
• Data silos: Information is often scattered across different platforms and partners, making a unified view of performance difficult.
• Real impact vs. correlation: Did that campaign really generate sales, or did it simply coincide with a market trend? It’s vital to distinguish causality.
• Short-term and long-term vision: Some actions generate immediate results, while others build brand over the long term. How do you balance both needs?

The key question: Where do I allocate my budget?

Measuring is the first step, but the real challenge is translating that measurement into concrete actions, especially in budget allocation. The fundamental question every marketing manager must answer is: “Given my budget, how should I distribute it across different channels and campaigns to maximize my objectives (sales, leads, brand awareness, etc.)?”
This is where the need for a Media Budget Allocator comes into play.

Current solutions and their limitations

Currently, companies try to solve this puzzle in different ways, each with its limitations:

• Partner reports (agencies, publishers):
  • What they provide: Detailed reports on performance within their specific platforms or channels (e.g., social media campaign results, search ad clicks, GRPs on TV).
  • Limitations: Siloed view. Each partner optimizes for their own channel, without offering a global and neutral perspective on how different media interact. They may have inherent biases towards their own solutions. They make it difficult to compare “apples to apples” between very different channels (e.g., TV vs. TikTok).
• Other technologies (web analytics tools, isolated attribution platforms, MMM, BI): 
  • What they provide: Data on user behavior on the website, long-term insights, attribution models (often focused only on digital or last-click), dashboards with key metrics.
  • Limitations: They may lack a holistic view that robustly integrates offline and online. Digital attribution models alone don’t capture the impact of mass media or external factors (economy, seasonality, competition). MMM models focus on the long term, making short-term decision-making difficult. BI tools show the past but often lack the predictive or integrated optimization capabilities to guide future budget allocation automatically. They require complex integrations and expertise to extract actionable insights for planning.

The comprehensive solution: OptiPhi

This is where an advanced platform like OptiPhi makes a difference. It’s not just another measurement tool but a true strategic optimizer of media investment:

What does OptiPhi provide? EVERYTHING Necessary:

• Holistic and unified vision: OptiPhi integrates data from all relevant sources: online, offline, sales, external factors (competition, seasonality, macroeconomics). It breaks down silos.
• Robust measurement (MMM + Attribution): It combines the best of both worlds. It uses Marketing Mix Modeling (MMM) to understand the strategic impact of all channels (including offline and external factors) in the long term, and enriches it with a cookieless attribution model for tactical digital detail at the platform and strategy level on a daily basis. All within a Unified Measurement Framework.
• Risk-free testing: Conduct experiments to validate the introduction of new platforms or strategies into your models without risk, favoring model calibration and continuous improvement.
• Deep understanding of ROI: It measures the real impact of each marketing activity on business KPIs, separating the incremental contribution from background noise.
• Predictive capability: It doesn’t just look at the past. OptiPhi uses advanced models to simulate future scenarios, facilitating decision-making and investment justification. You can ask: “What would happen if I increase my TV investment by 10% and reduce search by 5%?”
• Budget optimization: This is key. Based on your objectives and constraints, OptiPhi recommends the optimal allocation of the budget across channels and campaigns to maximize return. It tells you exactly where to put each dollar.
• Speed and agility: It provides insights and recommendations month by month, allowing for faster adaptation to market conditions.
• Neutrality: As an independent technology platform, it offers an objective view without bias towards any specific channel or partner. Furthermore, the platform can be implemented in the client’s environment, maintaining the privacy of their data.

Conclusion: From intuition to intelligent optimization

In today’s competitive environment, managing the media budget based on partial data or intuition is too high a risk. The need for accurate measurement and, above all, for a tool that translates those insights into optimal budget allocation is critical.
Traditional solutions offer value but often in a fragmented or incomplete way. A true budget optimizer like OptiPhi provides the holistic vision, predictive capability, and optimization recommendations necessary to navigate the complexity of the media landscape and ensure that every dollar invested works as efficiently as possible to achieve your business objectives.
Are you ready to stop guessing and start optimizing your media investment strategically?
Discover more about OptiPhi here

In the era of automated advertising and artificial intelligence, we have more tools than ever to unlock the full potential of our campaigns. A prime example is Meta’s Advantage+ Shopping Campaigns, where AI plays a fundamental role in optimizing results. These campaigns analyze millions of signals to identify users most likely to engage, purchase, or click on an ad, maximizing performance through data-driven insights.

With automation handling campaigns and audience targeting, creativity becomes the primary focus for optimization. Studies show that creativity is a major driver of campaign performance on platforms like Meta, where brands have only milliseconds to capture users’ attention in an increasingly competitive environment. Additionally, the high volume of ad impressions can lead to creative fatigue, significantly impacting campaign results.

This new digital paradigm highlights the importance of audience automation, but above all, positions creativity as a key lever for advertisers. Recognizing this shift, Making Science launched ad-machina for Social, extending its automated creative generation capabilities from Search and Performance Max to Meta. ad-machina leverages AI to enhance Meta campaign management, helping brands maximize their advertising investments.

What can ad-machina offer you?

ad-machina is designed to help advertisers maximize the value of their Meta campaigns through automation and the use of AI. Through the API, the tool allows campaigns to be created, managed and published in record time, giving advertisers a competitive advantage by significantly reducing execution times while ensuring continuous optimization.

What sets ad-machina apart is its ability to connect to the customer’s first-party data. This opens up a range of possibilities to automate campaigns directly aligned with business objectives, using customized rules such as:

• Automation based on sales data: The advertiser can set up rules so that sale ads automatically include the best-selling or high in-stock products. This not only saves time, but also ensures that ads are always aligned with business needs.
• Adaptation to seasonality and local behavior: for global brands, ad-machina can adjust creatives based on seasonality and local preferences. This is especially relevant for industries like fashion, where demand greatly varies depending on location, seasonality and the weather. By connecting weather data, advertisers can show different product categories for each geographic location. 
• Margin optimization: by connecting product margin data, ad-machina can prioritize the promotion of categories, brands or products that offer higher margins, helping to maximize the value of each euro invested in Meta.

The most disruptive aspect of ad-machina is its ability to apply AI to analyze and improve creative. Meta uses creative as a crucial signal in its Advantage+ campaigns, and ad-machina leverages this intelligence to help advertisers discover which elements within their creative drive better campaign performance.

For example, ad-machina can analyze factors such as:

• Whether the people in the images are smiling.
• Whether natural light is used in the photos.
• The visual style of creativity.

These details, often overlooked because they are difficult to analyze, can make all the difference in a campaign’s performance. Once the technology identifies key success factors, it allows AI-enabled creative to be adapted to incorporate these improvements. This ability to generate new creative quickly solves one of the biggest challenges facing Meta advertisers: creative fatigue.

In a dynamic environment like Meta, where ads quickly reach their fatigue point, the ability to refresh creatives frequently is essential to maintain performance. ad-machina simplifies this process, reducing dependence on creative teams to perform constant refreshes, helping Meta’s algorithms find the right audience through signals like CTR (Click-Through Rate). In automated campaigns like Advantage+, where the audience is no longer selected by the advertiser, CTR becomes a crucial signal to guide the algorithms towards users with the highest purchase intent.

This all happens in real time and without human intervention, allowing advertisers to focus on strategy while the tool takes care of the entire execution. 

Making Science: Leader in AI for Creativity

With ad-machina, Making Science positions itself at the forefront of AI-powered creativity. This tool not only enables advertisers to optimize their campaigns on Meta, but also transforms the way they manage their advertising spend, aligning creative with business needs and using AI to maximize performance.

In an era where automation is redefining digital advertising, creativity is the key to success.  ad-machina empowers brands to thrive in this new era, ensuring campaigns remain fresh, engaging, and highly effective.

TikTok has revolutionized the way we consume content, so it’s no surprise that the platform is now taking the next step in digital marketing. With the launch of keyword advertising in the US, entirely new opportunities are opening up for brands to reach their target audience more directly and effectively.

TikTok has become a go-to search engine, and according to TikTok over half of its users are actively searching, and more than 20% search for something within 30 seconds of opening the app. This feature lets brands connect with users at the exact moment they’re searching, tailoring ads to their specific needs. 

What is Keyword Advertising on TikTok?

Keyword advertising on TikTok works similarly to traditional search engine advertising. When a user searches for a specific word or phrase on TikTok, your ad can appear at the top of the search results. This gives you a unique opportunity to reach users actively searching for products or services you offer.

By targeting specific keywords, you can reach a highly relevant audience that’s already interested in what you’re selling. Your ads will appear directly where users are searching, increasing their visibility and making them more likely to be clicked. With detailed performance metrics, you can easily track the success of your campaigns and make data-driven adjustments to your bids and messaging to reach different audiences and keywords.

Preparing for the Future

While keyword advertising is currently only available in the US, it’s important to start preparing now. Here are some tips:

• Identify Relevant Keywords: What words and phrases do your target audience use to find products or services like yours?
• Optimize Your Product Catalog: Ensure your product information is accurate, complete, and easy to find.
• Create Engaging Content: Develop video content that is both informative, SEO-based, and entertaining to attract new customers.
• Stay Updated: Keep up with the latest news and trends in TikTok marketing.

Full-Funnel Marketing on TikTok

To maximize your investment in TikTok, you should use a full-funnel strategy. This means combining different types of ads and content to reach users at all stages of the customer journey.

• Awareness: Use broad audiences and engaging content to create awareness of your brand.
• Consideration: Target specific audiences and use more informative content to show how your products or services solve customers’ problems.
• Conversion: Use clear calls to action and create a seamless purchase process to drive conversions.
• Loyalty: Build long-term relationships with your customers by creating loyalty programs and engaging them in conversations.

Additionally, tracking needs to be in place to leverage your marketing efforts based on your data. Include server-side tracking for the most precise full-funnel marketing.

At Making Science Company, we have in-depth knowledge of TikTok and can help you with everything from developing a tailored TikTok strategy, create engaging content (either from scratch or based on content you already have), optimizing your campaigns for maximum ROI to stay up-to-date with the latest trends. 

Contact us for more information on how you can seize the Q4 Opportunity on TikTok.

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Google has long been at the forefront of technological innovation, consistently striving to meet the evolving needs of its users. This commitment is evident in their ongoing efforts to enhance the Google Marketing Platform, particularly Search Ads 360 (SA360).

In today’s fast-paced digital landscape, consumers demand immediate and relevant results that align with their search queries. SA360 is designed to equip businesses with the tools they need to deliver personalized and timely advertisements that resonate with their target audience.

By incorporating innovative features and improving platform usability, SA360 empowers marketers to streamline their workflows and achieve better results. With enhanced search engine and campaign support, marketers can accomplish more tasks from a single location, boosting efficiency and driving success.

What do we like about SA360?

1. SA360 offers a centralized platform for managing search campaigns across multiple search engines, empowering marketers to streamline their workflows and enhance campaign performance. With its advanced automation capabilities, you can automate tasks such as bidding, budget allocation, and structural modifications, saving time and effort.
2. The platform is designed for flexibility, supporting multi-advertiser workflows and offering customizable reporting options. This allows you to manage and analyze account activity across various levels, tailoring reports to your needs.
3. SA360 also provides enhanced support for search engines, paid advertising platforms, and third-party partners. This means you can benefit from new features and capabilities specific to each platform, such as Google Ads’ support for Local, Discovery, and Performance Max campaigns.
4. The user interface of SA360 is designed for intuitive navigation, making it easy to manage your campaigns and access key metrics. With a familiar look and feel, SA360 integrates views from Google Ads and Microsoft Advertising, providing a seamless user experience.

By leveraging SA360’s comprehensive features, you can achieve greater efficiency, improve campaign performance, and unlock the full potential of your search marketing efforts.

Google is always introducing new features to make their products better and more user-friendly. To stay ahead of the game and learn about the newest features being released by Google, subscribe to our GMP newsletter by clicking the button below!

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