automated campaigns vs. selected campaigns
As a Zalando advertising agency, we are familiar with both automated campaigns and "selected" campaign strategies. Both types of campaigns can be used to pursue different advertising goals on Zalando.
Automated campaigns ensure continuous presence, while selected campaigns are targeted at specific items. Depending on the goal, both types of campaigns can be useful. The biggest advantage of selected campaigns is that by selecting the products for the campaigns ourselves, we can specifically influence the performance and profitability of your campaigns.
In e-commerce, and especially with Zalando campaigns, the following applies: even if you often achieve satisfactory results with automated campaigns, there is one crucial disadvantage that you should not ignore.
Automated Campaigns – Automation has its limits
Automated campaigns are based on fully automated processes that take care of planning, implementation, and monitoring without much manual effort. This has the obvious advantage of saving you time and ensuring you have a continuous presence. But this is also where the catch lies:
- Automated control as a black box:
You may already be achieving satisfactory results with automatic campaign control. But these results are based on algorithms whose functioning often remains opaque. This means that you have no targeted control over important KPIs and profitability. - Limited scalability and flexibility:
Although automated campaigns run continuously, they quickly reach their limits when it comes to achieving your specific marketing goals or responding flexibly to market changes. The possibilities for targeted performance improvement are very limited here. - Dependence on predefined parameters:
If you really want to achieve outstanding results, it is not enough to rely solely on Zalando's predefined settings. A data-based, individual product selection allows you to specifically influence the profitability of your campaigns and achieve better results in the long term.
Selected Campaigns – The best choice for KPI optimization
Unlike automated campaigns, selected campaigns allow you to precisely and independently select the products you want to advertise. This gives you:
- Full control over KPIs:
You actively determine which products are in focus. This allows you to work specifically on improving conversion rates and profitability. - Targeted scaling and flexibility:
With a customized campaign strategy, you can respond flexibly to market trends and seasonal factors—and stand out from the competition. - Tailored strategies:
Data-driven selection ensures that every campaign is optimally tailored to your specific goals and target groups.
Maximum range and effectiveness
The key to success lies in combining both approaches with your individual goals.
Automated Campaigns can provide a solid foundation with continuous presence and minimal manual effort. Selected campaigns, on the other hand, allow you to optimize performance in a targeted and data-driven manner and significantly improve your KPIs. This enables you to strike the perfect balance between efficiency and individual control of your Zalando campaigns—ensuring that your advertising measures always deliver the greatest possible success.
So if you really want to take your Zalando campaigns to the next level and not just rely on random algorithms, we as a Zalando agency can help you leave the black box of automated control behind and make data-driven decisions.
In combination with our other Zalando Advertising services, managing selected campaigns is an essential part of improving your profitability on the marketplace.