Challenges of a Programmatic Campaign
The possibilities offered by the development of marketing, especially in the sphere of programmatic and RTB, are still not fully used. Despite the fact that the tools needed for this type of campaign have been available for years, knowledge and a multitude of articles on this subject – effective programmatic campaigns are still a rarity on our market. What should the company responsible for the campaign pay attention to? Below, we decided to share our thoughts with you and indicate our solutions to problems that arise in the way of an effective campaign.
When to start optimization? In the beginning, each campaign should be distributed as widely as possible through the purchase of various media in many places. Then it remains to wait for the first results. It happens that it takes up to two weeks, depending on the volume. Sometimes, however, it takes only a few days for an initial diagnosis. The best time to start optimizing is after a few accelerating days from starting the campaign. The first action to start this process should be to turn off non-converting sources – that is, publishers of pages that are ineffective. IgnitionOne starts the optimization process most often after the first 30 conversions.
2. Data analysis.
Automation brings tangible benefits in the area of analytics in marketing. It may seem that machines have already begun to replace people in complex marketing processes; however, it should not be forgotten that it is humans who play a key role in this increasingly automated world. Campaign data must be analyzed daily, even when using predictive models and with the automation turned on. Best practices recommend that you turn off your bidder every two days. Data and analysis are the foundations of good business, they allow you to make decisions about the next steps, the future of the campaign, and new assumptions. Google Analytics will help with data analysis
3. Assessment of effectiveness
Banner advertising – does it work? Properly measuring the effectiveness of banner advertising is fundamental. Depending on the product, strategy, customers, segment, it may turn out that the banner ad in the last-click attribution model does not bring the expected effect. Meanwhile, in the case of measuring display campaigns as an element of a larger whole, it may turn out that banners play a very important role as tools assisting in conversion. In the case of multi-channel analysis, for example in the even distribution model, banners can discover a key role – however, it is important to correctly determine their actual impact and effectiveness in a given communication chain with the client. In the case of many brands, we use an individual attribution model to evaluate the efficiency of display activities. Such a model is created by comparing many different models, so-called side-by-side attribution.
Retargeting can be harmful. It happens that marketers flood their clients with a huge number of messages. Now the refrigerator you are watching can follow us for many months – regardless of whether we have already purchased it or not. Most often it is evidence of a poorly constructed retargeted campaign, which did not take into account the so-called brand safety. This problem may be solved by assuming the correct capping for the number of page views in a given time. In some CPA-optimized campaigns, IgnitionOne accepts a capping of 4 page views per user in 72 hours. In a situation where the user does not click on the displayed ad, we stop showing it to him. In this way, we do not irritate him with the message, and we do not waste the budget for displaying ads to users who do not show a measurable interest.
5. Building commitment.
Programmatic does not support commitment. The basic goals and tasks that are implemented through the purchase of media in the programmatic model, most often focus on performance tasks, i.e. on bringing users who make the immediate conversion. However, if the brand has tasks related to increasing user involvement, and not only increasing conversion, then you can also conduct an Engagement Optimization campaign, i.e. a campaign whose goal to optimize expenses will be the increase in user engagement, measured using the scoring methodology. Most often, increased involvement also translates into a greater number of desired actions, such as registering for a newsletter or downloading an information leaflet.