Using Programmatic Advertising Correctly - Our Guide

Programmatic advertising has an inherent advantage of being a cost-effective solution to promoting your business over the Internet. However, just because it won’t necessarily cost you much doesn’t mean that you can afford to pay little attention to it. You have to put enough care and effort into this aspect of your business to be certain that you’re not putting it to waste.

To help you do that, we’ve provided a guide, along with a few tips, to better guarantee that your programmatic ad campaign is a successful one.

Step 1: Outline your goals

Programmatic is one of the most flexible advertising methods. Therefore, clearly outlining what you want to achieve with it is important as this will directly result in whether you get positive results or not.

Some common goals that programmatic display can achieve include penetrating new markets, retargeting past customers, and increasing brand awareness. Determine what your goals are so that you have a clear path to follow.

Step 2: Pick your platform

There are lots of programmatic platforms available. Not all of them are created equal, some are better than others. Depending on your goal, some platforms will be specialized in what you want to achieve, and others will be generalist that allow you to execute any advertising to generate traffic to your site or increase sales. Some of these could be retargeting specific, Digital Out of Home specific, video or mobile specific.

Step 3: Build your campaigns

This is the basis of success. Ensuring that your knowledge of Programmatic Display is enough to build the campaigns that suit your objectives will decide how successful you are. Programmatic display can be complicated and getting it wrong could mean your campaigns don’t function as you want.

Step 4: Pick and craft your creatives

The creative assets you use are the window you present your customers to entice them to buy your product or service. There are two considerations to make here. Do you need to you use video to explain a complex product or service? Or can you use animated or static images to show off your brand to drive online sales? Once you’ve chosen what you need, making it is the next step followed by uploading it into your chosen platform.

Step 5: Implement, monitor, and optimize

Finally, start tackling your goals by executing ad campaigns that are aligned with them. You want to cast a wide net in the beginning and then gradually narrow your focus as you find which tactics are reaping the greatest benefits.

The good thing about programmatic advertising is that the technology will always optimize towards what worked and what could work, allowing you to focus your attention on actually implementing new or improved tactics for it work on for you. Keep monitoring the instant results that the system provides you and adjust your campaigns accordingly.

Conclusion

As you can see, while programmatic advertising makes use of automated software for many of its tasks, you still need to be very much involved in the process to ensure that it works effectively. We advise you to work closely with the agency you partner with to better guarantee that this is the case for your business.

We’re a programmatic agency in London and New York, and we specialize in digital advertising that drives sales for small- and medium-sized businesses. Get in touch with us today and we’ll be happy to do the same for you.