Scaling Paid Media Content Creation: Adobe GenStudio for Performance Marketing

Digital marketing teams working on paid media campaigns have a lot of plates in the air — multiple campaigns for different personas and channels, all of which need to stay true to the brand voice. Creating personalized content at scale for these campaigns can be a labor-intensive, time-consuming process, even when in-house teams have agency support. As a result, many teams spend more time on production than optimization, which can impede content performance and ROI.

Adobe GenStudio for Performance Marketing gives these teams a solution for producing on-brand, personalized content at scale, tracking real-time analytics, and focusing on optimization to deliver more value. Let’s take a look at how GenStudio for Performance Marketing leverages AI to help teams deliver more and better paid content, faster.

Key Takeaways

• In-house marketing teams can use Adobe GenStudio for Performance Marketing to quickly create on-brand digital content at scale for paid channels, retain control over execution, and reduce or eliminate the need to outsource ad content creation.

• GenStudio for Performance Marketing can function as a standalone product or integrate with other Adobe products, such as Workfront for content approvals, Adobe Firefly for image creation, and Customer Journey Analytics for tracking. It can also integrate with third-party systems like DAMs, workflow approval systems, metrics dashboards, translation services, CRMs and more. Those integration capabilities free teams to focus on content optimization for better ROI.

• Setting up and tuning GenStudio for Performance Marketing before the winter holiday sales season or another peak season can unlock scale and reach advantages that competitors may not be able to match.

What Makes GenStudio for Performance Marketing So Useful?

Adobe built GenStudio for Performance Marketing to address the most pressing needs content teams have related to ad content, including:

Real-time personalization at scale

Your team customizes GenStudio for Performance Marketing by training its AI to understand your brand and how it speaks to different customers. Using your product data, brand guidelines, customer personas, and campaign information, GenStudio for Performance Marketing can generate on-brand campaign content for multiple personas simultaneously to save time.

Faster campaign ideation and content

AI draws on content you provide for inspiration — such as approved images, campaign names, key phrases, and persona profiles — to generate multiple ideas, new images, ad copy, and up to four ad variations at a time for different audiences that align with your brand and messaging guidelines. The team can then refine these messages and send them for approvals, all within the GenStudio for Performance Marketing application.

This allows for much faster execution than the traditional process of sending a campaign brief and brand guidelines to an agency partner and then hammering out campaign details over a few weeks or months before sending the ads to each individual in the approval chain for their OK.

Real-time execution and analytics

Once the content created by GenStudio for Performance Marketing is approved in its workflow, you can execute and publish that content directly to platforms including Meta, LinkedIn, and Google Ads. Right now, you can see the results of each ad’s performance on Meta channels as the real-time data comes in, to help your team optimize ad campaigns more effectively. Adobe says real-time analytics for Google and Microsoft ads are coming soon.

Localization for multiple languages

Adobe has a translation feature in beta right now for GenStudio for Performance Marketing that will allow you to adapt the ads you’re creating in English for use in up to 11 other languages across your other markets. That has the potential to extend scalability across regions without the time and expense of manual translation. Adobe says that tagging optimized content for localization will also make it easier to “kickstart new creative” for different regions.

Agility for trend-adjacent and seasonal campaigns

Together, all of these capabilities support agile marketing to capitalize on trends and make seasonal shifts in messaging, especially on social media. For example, as we approach the busy ad season at the end of the year, retailers especially can benefit from having GenStudio for Performance Marketing set up and tuned to reach more customers faster with more personalized messages and offers.

Cost-effective Paid Content Performance Improvements

GenStudio for Performance Marketing allows digital marketing teams to do more with less in several ways.

• Generating on-brand, personalized content at scale in house saves time and money on outside agency support.

• Using brand and persona data to kickstart ad ideation for faster and more effective campaign launches.

• Integration with the rest of the Adobe martech stack saves managers and people in other departments like legal time on approvals, because they can all be done and tracked in the Adobe ecosystem.

• Integration also streamlines content production at scale so team members can fully focus on ad optimization in real time, to realize more value from content creation and ad spend.

• Performance data supports the creation of more effective content faster over time, as the team and GenStudio for Performance Marketing’s AI learn what types of paid content perform best for specific personas and in specific channels.

Implementing Adobe GenStudio for Performance Marketing

Because GenStudio for Performance Marketing is so flexible, it can work as a standalone element, part of a non-Adobe martech stack, or part of an Adobe stack. In any case, the technical aspect of integration is comparatively straightforward. What’s often more challenging is the AI training required to generate brand-compliant content that speaks to your personas. Working with an experienced partner can accelerate your time-to-value by:

• Presenting, categorizing, fine-tuning, and filling any gaps in your brand guidelines for the AI model.

• Setting up your personas for the AI to ingest and learn how to speak to each persona correctly, within your brand voice guidelines.

• Training the AI on your products and the features that are most relevant to your different personas.

• Creating your first campaign with GenStudio for Performance Marketing.

• Connecting your channels to the app so your team can monitor analytics.

• Training your team to get the most value from the solution.

• Providing ongoing support, if needed, to augment your digital marketing team.

As an award-winning Platinum-Level Adobe Solution Partner, Rightpoint offers more than a decade of Adobe experience and the expertise you need to make the most of your investment in Adobe solutions. We’re also one of six Adobe partners with Rapid Deployment Solutions focused on GenStudio for Performance Marketing. Our focus on Content Supply Chain optimization and our commitment to providing customized solutions can help your digital marketing team take your Adobe GenStudio for Performance Marketing project from vision to value.

Ready to get started or want to learn more about how we can help you implement Adobe solutions for content creation at scale? Contact us today.