Digital advertising has evolved considerably over the past decade. From digital ads and ad networks to ad exchanges and DSPs, a new digital marketing trend has emerged, known as programmatic advertising.
Programmatic started as an experimental technology but has transformed drastically into a multi-channel, automated and data-driven ecosystem that offers strategic value and numerous opportunities to both publishers and marketers. According to eMarketer, a vast majority of US digital display ads (86.3%) will be traded programmatically by 2020. Given this trend, there’s no doubt that this nascent technology is the future of digital marketing.
However, experts noted that despite programmatic advertisings’ widespread adoption, many marketers fail to maximize its benefits fully. Aside from the vast menu of options available, which causes much confusion; users have a limited understanding of how programmatic works and how to use it. As a result, many marketers are unable to unlock their full potentials.
To help optimize your programmatic advertising campaigns and guarantee success, we’ve listed several tips below.
Start with a goal
Before you put any money on programmatic, set an objective for your programmatic advertising campaign. Some marketing objectives include soliciting direct response, branding, driving users to a certain location, data gathering, and traffic conversion.
By identifying your goal, you can choose the best programmatic strategies to employ. For instance, if your objective is branding, you can focus on media inventory with high viewability scores. If you’re into a direct response, you need to include retargeting. The benefit of automated buying and selling is that there are different tactics you can utilize based on your goal.
Identify your target audience
Once you’ve set your objectives, it’s easier to narrow down and identify your target audience. A vital step in any successful programmatic campaign is to develop relevant and accurate targeting that will enable you to display your ads to ideal customers. When building a target audience, different elements can guide you such as user demographics, interests, lookalike audiences, and various data sources.
Programmatic platforms enable you to refine your target based on these determinants. The more filters you apply, the more limited and smaller your audience will be. It is vital that you get the right balance between audience relevance and reach for a more effective campaign.
Track and analyze continuously
It’s not enough that you set your target, deploy your campaign, and wait for a successful outcome. Programmatic doesn’t work that way. Even if it’s completely automated, you still need to track and monitor metrics to achieve your intended goals constantly. The true value of programmatic is that it enables you to recalibrate and optimize your campaign midway. So, if specific tactics don’t work, you can reduce or stop them completely and change course.
Create powerful creatives
More than ever, marketers require well-designed, creative, and insightful content for their display advertising campaigns. Creatives play a vital role in automated digital advertising. It can have a major influence on how the audience will react to your display ads. They can either grab your audience’s attention or turn them away.
Make sure your creatives align with your goal and your brand. Many marketers create amazing visual designs that are utterly unrelated to their personality and goals. As a result, the campaign confuses its audience and fails to get its desired objectives. It is likewise important to use a variety of ads, as the audience gets used to contents so easily.
Convey the right message
Equally important to your creatives, messaging is a significant part of an effective programmatic campaign. Make sure your message focus on your target audience. Use a language that they understand and in a manner that appeals to them. It is also important to test your messaging before deploying it fully.
Use appropriate call-to-action (CTA)
Ensure a successful campaign through programmatic by customizing your CTA, making sure that it aligns with your specific objective. The CTA links your ad and landing page, so it has to be relevant, attractive and compelling if you want your audience to take action. There are different approaches you can take. For example, if it’s a branding campaign, a slightly softer tone might be effective. If it’s sales-driven, you’ll benefit from a more direct and commanding CTA.
Follow these tips and reap the benefits of programmatic advertising.
