ps to a successful programmatic campaign

Digital marketers can buy advertising space using automated technology, machine learning and a Demand-Side Platform (DSP).

Most marketers are familiar with the concept of automating their marketing.

The process of buying advertising inventory on a wide range of platforms is simplified by programmatic advertising. Advertisers can also have more control over budgets, creative assets and placements.

Automating the media-buying process is not without its drawbacks. It’s very easy to let the computer take control, and forget about what’s right for your agency.

It can be difficult to determine the best approach for each client when there are so many options available in terms of targeting, creativity, and optimization.

Here are five tips for a successful programmatic campaign.

1. Understand your goal

Your programmatic strategy must have a clear goal.

Focusing on the objectives of your client will guide you in almost all aspects of your programmatic activities.

Are you looking for:

• How can you drive traffic to your site?
• How to increase conversions?
• How can you increase brand awareness of your product?

It is possible that they will want to do them all (our experience has shown us this to be the case).

These objectives will allow you to allocate your budget more effectively and have a greater impact on the areas that matter most.

If your goal is brand awareness, then you may want to choose a CPM model that prioritizes impressions or a CPE model (cost per engagement), where you only pay for an impression when a user clicks on the link and stays for at least 15 seconds.

A lower funnel goal will likely involve the implementation of a CPC strategy. It is important to align your campaign goals with your objectives from the beginning.

2. Plan your approach

Like most digital channels, programmatic advertising is designed to reach people at the right moment.

As with other digital advertising channels programmatic works best when it is given a clear direction on the audience to target.

Programmatic advertising is a powerful tool for forecasting, and can provide valuable insights on campaign performance.

This can be used to test a campaign before it goes live, or to see how it would perform in the future if an activity were launched.

By defining parameters such as:

• Budget.
• Audience.
• Goal.
• Geography.
• More.

It is a valuable tool, because it allows you to identify the levers that will improve your performance.

3. Multi-channel marketing

Today’s online environment offers consumers more ways to interact with brands.

Adopting a strategy to reach these users across all platforms, channels, and devices is a wise move.

The Google Display Network is not a good alternative to programmatic advertising. You can reach potential customers through the following channels.

• Display
• Video
• Native
• 
  Connected TV
  
• Audio
• 
  In-game
  

Multiple channels will help you to capture the attention and message of those consumers who are active across different platforms.

4. The right people to target

A successful programmatic campaign relies on targeting the right audiences.

Programmatic targeting offers familiar options for marketers who are familiar with social media and paid search campaigns, some of which offer even greater control.

Page Context AI (PCAI), advertising

Ads are placed in the correct context using the keywords you provide.

PCAI, for example, will search sites that have content related to surfboards or surfboarding.

You can also measure the reach of the system.

You can either keep it relevant and only appear on sites that are related to your keyword, or you can broaden your targeting by using the keyword as a starting place.

Lookalike audiences

You can create Lookalike Audiences to find users who share similar online behaviors. This can be extended to include users who have purchased products from your website.

By targeting audiences that are similar to your current customers, you can ensure that your campaigns reach the right people.

Deals

There are many programmatic DSPs that offer specials.

Deals are customized packages that target specific inventory, based on the device and audience targeting used by advertisers in the past.

Want to run an advertising campaign for cannabis in the USA via ConnectedTV? Check.

Spotify audio campaigns for French pet products? You can get a deal on that.

Deals are a great option for targeting because they’re highly specific, have forecasts built in and can be targeted.

5. Optimize your business with data

Reviewing and optimizing the performance of your programmatic campaign after it has been launched is essential to a successful campaign.

Once your campaign has been launched, it is ideal to optimize the campaign throughout its entire duration.

Two main methods exist to optimize your programmatic campaign:

In opposition to objectives

Take a look at your campaign KPIs to see how you’re performing.

Your average CPC is it higher than what you initially chose when you set up your campaign?

This could be due to certain devices or audiences. Consider pausing the videos.

Are you wasting your budget by targeting tablet users?

You can set a negative adjustment for bids, telling the system, say, to bid 75% less when users are using tablets.

To achieve your campaign goals, it is important to identify which devices or audiences are outliers when compared with your KPIs.

Placement analysis

It’s only natural that certain placements perform better than others. Programmatic advertising covers 95% of all web traffic.

Use your placement reports as a guide to determine the quality of sites where your ads are displayed and the most effective supply sources.

Adjust your bids to make sure that a particular niche placement is a good fit for your campaign. It should have a high CTR and conversion rates.

Consider lowering the bids of certain suppliers or eliminating them entirely if they tend to consume your budget, but convert at a low rate.

By default, your campaigns will improve with time. You can still speed this process up by reviewing the campaign data.

These tips will help you maximize your programmatic advertising.

Programmatic is much more than can be covered in one article.

Sticking to these five tips can give your campaign a good chance of success.

The post Five tips for a programmatic advertising campaign first appeared on Search Engine Land.