Programmatic advertising – how to make your work more effective?

In the light of today's landscape it's more than important for us to be more productive, especially while speaking about job. Those who once tried “run “ their campaign by “programmatic buying” know what I’m speaking about - this is a brilliant system/way to increase productivity. Let me show you some arguments in favor of validity of my theory:

1. Possibility to reach a wider number of consumers than when creating a campaign in just one defined advertising system

2. Measuring RTB campaigns results becomes faster and more efficient.

3. We are able to reach an adequate users at the right time on the basis of “hard” data

4. Thanks to automation we can easily increase the cost- effectiveness of the purchase and the effects of running campaign

5. Minimizing disparities in marketing budget of large and small players - anyone can buy a retail/book space without investing huge resources

6. Estimation of the true value of network traffic provide by specific vendors

When you start working with programmatic advertising the main question is:

How to make your campaigns to be more effective and how make them bring better quality traffic?

It is known that satisfied/pleased customer/client guarantees more campaigns and thus bigger budgets and new goals to achieve. If you find yourself in a similar situation let me tell you how to run your campaign to make it generate the quality traffic and the final effect which you expect.

1. PRODUCT TYPE

Strategy of your campaign is really an important thing. It should be set by the category or type of a product you are going to advertise. Practically, it means that you need to make a different placement for each groups of products. Totally different set up of groups/budgets/emission should be made for automotive, cosmetics, real estate, clothing, etc.

You should definitely not make the same settings for a different types of products, because as it is known, each product focuses in about one another various recipients/users. Even within the same campaign, or if the brand wants to include several number of their products

in one campaign, for example a vacuum cleaner and washing machine same time. It would be perfect, if they will not be assigned to the same ad group and if they won't be targeted in the same way/ equally.

What is also important, you need to focus on a behavior of your intended audience of customers. Basically it means that you need to predict how they can act and what they need while surfing the internet. It is really helpful to have a look on some polls and surveys based on “online behavior”. Totally different traffic/ action is generated by those who are orientated in furniture, another will generate people looking for an investment, or by those who are just simply surfing through the network. Your goal is to draw their attention on a product we are advertising, and try to put them in our target group. However our overriding destination is to hit the user, who is truly interested in our product, because thanks to this he will do for us a “valuable conversion”.

In that case it’s really important to try to find yourself in a simple user “shoes”. When you are advertising for ex. water, you have to predict a peak-viewing - in which hours people are looking for these kind of stuff. As an example for fresh drinking water a perfect emission time will be definitely after breakfast, lunch and dinner time which is mean 9-11 am; 2-4 pm, 7-9 pm or morning during the weekend. On the base of this you can simply analyze, that you can expect good conversion rate and low bounce rate, because people are thirsty at that time and they will subconsciously click at your banners and so they will get interested in your commercial, and that’s what are we working for!

2. BANNER ADVERTISING

Sometimes it happens, that we get low quality graphics from the client… don’t hesitate to ask your him to give you the better ones, trust your experience! Explain that not only good emission plan and optimization is necessary to reach a good number of high quality clicks - user needs to be interested in a commercial. Try to use not only static but also HTML5 and video formats for your ads. They will make your campaign more attractive, but what is important you have to do not forget to decide carefully about mobile, because it still does not bring the highest quality traffic, despite the fact, that it grows extremely fast.

3.BUDGET

Low CPC / CPM budget, sometimes create limits on our creativity and imagination. Your clients are expecting that in spite of cheap CPC your campaign will bring higher CTR and the time of www pages usage will be satisfyingly extended, which we all know is more than impossible. You need to explain your client that high quality traffic costs but it’s worth not to save money on it and for sure your client will notice that in the desired effects of the campaign. So under any circumstances do not be afraid to firmly explain your customer the dependence of costs and

measurable effects. Sometimes we can face the situation that the budget of our client is somehow limited, so we need to find a way to solve it. As a suggestion you can propose him to reduce the number of clicks that he wanted in a place of making the CPC higher? This way can provoke higher and wider emission on a good quality domains.

4. A CAMPAIGN DURATION

This is a really necessary aspect namely I mean the plan of the duration of your campaign. You need to make it very carefully. First of all, you need to find out how many clicks your advertise need to generate everyday. Define with your client on which statistic base you want to work (your own or those which are commonly known such as Google Analytic). Do you count UU or maybe SUC? Those things are really important when we speak about optimization. After these preliminary preparations you will know how to start to plan your emission. When your campaign longs about a month or even longer – you can base ur emission on hours and week days. You can be almost sure that your traffic will follow your expected way, of course if you did a research before about web users behavior (as I was mentioning before).

What if we will run 7-10 days lasting campaign?

It is good to be in a possession of well prepared domain list, which are generating good CTR. More or less you can be sure that the traffic caused by users of that websites will be truly effective. Remember if you emit yours ads on RON (run on network) you have to be really accurate in choosing black list domains and you have to keep on doing it systemically.

5. TRACKING CODES

In every kind of campaign you cannot forget about tracking codes, because thanks to them you will notice things such as bounce rate and so on. This is a thing which sometimes seems to us very difficult, cause of the client reluctance of sharing these kind of information. But again an important thing is to not be afraid to ask your client about it, try to explain all benefits in the best way you are able to.

Familiarizing with the arguments which I presented above, now you are more than able to run your campaign in a more effective and pleasant way.

Adam Nankiewicz

RTB Specialist

MrTarget