ADVERTISING CAMPAIGN MANAGEMENT WITH TECHNOLOGICAL TOOLS

Abstract

This article aims to analyze the management of advertising campaigns through the use of technological tools, highlighting the strategic importance of digital marketing in the contemporary context. The research is based on a bibliographic review, addressing concepts of marketing management, campaign planning, the use of digital technologies, and the evolution of online advertisements. It is evident that the effectiveness of campaigns is linked to the integrated use of platforms such as Google Ads, Meta Ads, automation tools, and data analysis, which enable greater targeting accuracy, content personalization, and results measurement. The use of these technologies allows companies to optimize investments and strengthen customer relationships in highly competitive environments. The results indicate that, by aligning marketing strategies with digital tools, it is possible to maximize campaign impact, consolidate brands, and generate sustainable competitive advantages.