How to create a programmatic advertising campaign for beginners
Automation is more and more a part of our professional lives. You can successfully automate a variety of processes with widely available bot software download or AI-driven software.
We’ve seen automation used early on in the customer journey, automating onboarding using a customer onboarding process model, for example. And until the end of this journey with automated deliveries.
Many industry leaders agree on the benefits of automation. In this article on software test automation, NoSpoilers.ai CEO Michal Kowalkowski said, “If it’s a big, long-term project, automation can save time, frustration. and even money.
With programmatic ad campaigns, marketers can now successfully automate some of their most time-consuming tasks.
What is a programmatic advertising campaign?
A programmatic ad campaign uses programmatic technology to target and place ads automatically, using goals and presets defined by your business. Simply put, programmatic technology automates the negotiation and buying process between advertisers and publishers.
With programmatic technology, your business creates the ad campaign, goals, and other variables like maximum spend. Then you use a demand-side platform (we’ll get to that later) to automatically serve your needs, buy inventory, and place those ads with publishers on the supply side.
It’s an efficient process that can reduce negotiation and purchase time without impacting the customer experience. Before we get to the tech side, however, it’s important to note that a programmatic ad campaign should always start with good preparation.
Where do I start?
Start where you would start any other marketing campaign; by setting your goals. You may be looking to increase brand awareness or lower your acquisition costs per user. Either way, knowing your goal will help you determine how to run your campaign.
Once you know your goals, you can define which channels to target. In addition to creating effective metrics to measure the success of your campaign. The increase in sales is easy to measure with financial data. If you’re looking to drive better social media engagement, you need data on impressions and responses.
Use your data
You will need to use your first party data. Knowing your maximum budget is a must. You may also need information such as your current acquisition costs or your current website traffic. This will help you make decisions like your maximum bid price or which channels to target with your ads.
Knowing your customer is also important. Information about online search trends and the channels your customers prefer to engage in is critical. SEO data, like the key phrases highlighted by keyword gap analysis, can be used to help deliver a clear message. Third party data, such as information on advertising trends, may also be worth reviewing.
Keep your strategy agile
Don’t be afraid to make changes as you go. Initially, you will have many decisions to make regarding planning, pricing, who to target, etc. By using programming software, you will learn about successful ad targeting and online customer habits. Use this data and adjust your strategy on the go.
Remember that the programming algorithm works according to the goals you set for yourself. He’s looking for the most efficient way to do it, all the time. If reviews show that sites that have optimized their SEO anchor text are giving you more quality impressions, adjust your settings to target these providers more frequently.
Develop your format
Online and social media advertising comes in many forms. You will need to decide which formats are suitable for your campaign. Ideally, you will need enough creative material to cover multiple formats to allow for a more flexible strategy. The main online ad formats are:
- Banner Ads – The oldest and least interactive form of online advertising, but also the cheapest.
- Rich Media Ads – A more interactive and dynamic form of banner ads. More eye-catching than static banners, the data suggests that rich media generates an average of 2-3 times more clicks.
- Video and dynamic video – Video ads are ideal for more information-based campaigns. Currently very popular, video ads can generate up to five times banner traffic. They also tend to be the most expensive form of online advertising.
- In-app ads – Mobile users spend the majority of their screen time in apps. This means that if you are targeting a mobile campaign, in-app ads are much more effective than browser-based methods.
- Native Ads – A new form of online ad, designed to blend in with existing content on a site. Users see them as less intrusive than regular ads.
The formats best suited to your campaign will depend on the goals you set for yourself previously. The channels you target with your ads will also be a key factor. Programmatic advertising works as a continuous system. So, you’ll need to keep feeding new creative material and adapting as you change your campaign goals.
Choose the right technology
Now you have everything you need for your campaign. It’s time to choose the right technology. There are many platforms for programmatic advertising technology. Choosing the right Demand Side Platform (DSP) may depend on the needs of your specific campaign.
Many companies use a media agency with their own programming software. This has the advantage of a managed service; send your requirements to the agency and they do the technical work on the platform.
Large companies can opt for internal programmatic teams. It requires a lot more experience using a DSP. Some platforms specialize in targeting browser-based ads, or mobile campaigns, etc. There are a few common factors you should look for that can help narrow down your choices.
Make sure that the platform you choose supports all ad formats, or at least all formats that you are likely to use. It is not uncommon to find vendors who do not charge platform fees and offer efficient technical support. Look for them to minimize cost and confusion. Make sure your platform performs branded security and protection checks to make sure your media only appears in the right places.
You’ll also need a platform that gives real-time feedback and full access to your ad data. This will help you adjust your strategies as your campaigns progress. Other decisions, like target channels, are more dependent on your specific campaign. You may need to use multiple complementary platforms to fully achieve your goals.
Now you get it
So you now know the basics of setting up a programmatic advertising campaign. Remember that technology alone cannot make a good advertising campaign, however. You will still need creative advertising skills and engaging media. Advertising technology is just one tool to use for marketing. The information from your marketing center of excellence and market research will always remain relevant.