You can buy ads nearly everywhere on the Web these days, and be able to evolve your ad-purchase program is a key element in driving your business forward. However, it is one thing to say that you can run a programming program successfully – and quite another to actually do it
The basic formula for the implementation of a programmatic campaign reports, the analysis and action. In this post we’ll examine how to measure this formula against the components of success :. Scale, using the data to find opportunities, and decision making
Five Tips for Successful Execution of a Programmatic campaign
Natalie O’Brien – the eHealth, a company operating at the intersection of e-commerce and health – shows us some feasible techniques that can help you and your company to launch a successful programmatic campaign. Here are five key points in its meeting at Adobe Summit 2016.
1. Programmatic is not a black box.
It is not only about scaling your purchasing power, but also understand site visitors you attract by ads and what to do with them once that they have to your site the first time. Adobe Media Optimizer (AMO) and Adobe Audience Manager (AAM) assistance in making sense of the middle part. We know that when people visit your site, if they convert, and when they leave. Now with AMO and AAM, so guests leave, then come back later to convert, we can begin to understand what happens during the time they are away. It’s not just about using tools across your purchase; it is a consistent campaign that can also resize the way you digest and execute on the data. You must get out of the box to do all these things well. This helps you to achieve success with the universe of people you can really refocus.
2. Organizational Buy-in makes all the difference.
There are two key aspects that are most useful when diving in the programmatic marketing. First, you must have an analysis team – not one that just has a presence at the table, but rather, a team that really leads the conversation. Second, PR team, content team, and the product team must be together at the table so that everyone at all levels of the organization and is represented on the same page.
3. Personal information is the holy grail of data.
In eHealth, an advance can begin to fill out an application, get halfway through it and learn some important information from the application form itself that they can start using . You know that the lead visited the site there are seven days, which is valuable information. There is no a single day, but it is also not there 14 days. Knowing when users last visit to your site gives you a sense of whether you can meet them again, and if so, how this is to generate conversions.
You also have historical precedents search users and search terms are good indicators of their intentions. You stitched together their devices, so you know users have visited your site from their mobile devices and later from their desktops. All these data points are there, and they crop up that person on an ad exchange. If you are unable to distill this information or capture, there is a good chance you’re wasting money on a dimension. If the marketer is unable to see a difference in performance at a more granular level, he or she is likely to waste money by pushing irrelevant ads to specific audiences.
4. Automation is necessary to Analytics scale.
The automation is essential for large-scale analysis. Techniques such as self-targeting combine targeting dimensions mentioned above. You can explore what categories worked, and it comes automatically with a list of categories that you should target, giving you the confidence to push ad spending in those subsections of the overall campaign. Updated constantly as new data and data points are received, it is something that can not be done manually to scale.
5. Use data to make business decisions.
With the level of fine-detail available to marketers for using ad purchase programs to meet the public and people, there is a distinct need to deploy all of the information in business decisions. Unless you use the data you collect and analysis to drive your decision making on advertising expenditure, information, then it is wasted. These data can lead to business decisions from the top down if you have the above mentioned organizational buy-in.
Take One Step at a Time
Put these five takeaways in action can help you start assembling your own programmatic campaign. It takes a lot of components to a successful program – the tools to scale purchasing and analysis, management buy-in, etc. – But, taken one step at a time, every organization can successfully try his hand in the display programming engine [