Tips for creating a successful programmatic advertising campaign Share via

The usage of automated technologies to buy advertising space for the brand’s campaign is called programmatic advertising. This advertising method utilizes the algorithms and data insights to serve ads to the right users at the right time across the appropriate platform. The benefits of programmatic advertising far outweigh traditional or manual digital advertising as it saves marketers much time and is highly efficient and fast. In addition, the process also provides advertisers with excellent control and transparency about their advertising spending and how well they are performing. In other words, it will be correct to say that programmatic advertising has revolutionized the way advertisers buy advertising space on digital platforms. This blog will discuss valuable tips and tricks for marketers to successfully design their programmatic advertising campaigns.

Set Goals

Before starting their programmatic advertising journey, the most crucial aspect for any brand is clearly understanding and defining the goals and objectives it wants to achieve from the campaign. For example, the purpose should be clear whether the campaign aims to increase brand awareness, improve sales of the company’s products and services, generate better leads, or improve ROI. Once brands know what targets must be accomplished, they can look for the appropriate targeting techniques and resources required to get the best results.

Track Results

It is crucial to begin tracking and measuring the results of the campaigns accurately to understand the efficacy of the activity. Brands should track the results coming from all the channels which have been used for their programmatic advertising campaign to understand which one is performing the best and needs to be invested in more. At the same time, measuring the results will effectively make it easier for brands to reduce their focus on low-performing channels or drive them to try new strategies to scale the performance. In addition, effective tracking will aid brands in understanding the source of traffic, which creatives are performing best, and whether most conversions are coming from the brand’s website or mobile applications. Finally, the information will allow marketers to tweak strategies like ad placements, frequency, creative designs, and target audience to achieve optimum results.

Understand Your Audience

Brands should clearly define their target audiences if they want their programmatic advertising to succeed. They should segment their audience, map their customers’ journey, and then target them accordingly with the programmatic campaign. Audience segmentation based on the customers’ age, gender, location, behavior, and interests will allow brands to design the specific messages that will resonate with the target user creating a favorable impact. Furthermore, mapping the customer journey will help the brands serve the programmatic ads at the right place and time. Once you have built some level of trust with the customer and they are familiar with your products and services, brands should look to close the deal. This ensures a better conversion rate and can only be achieved if you monitor the customers’ journey. Moreover, based on the accumulated consumer information, brands can effectively and efficiently decide on the frequency of programmatic ads and other targeting strategies.

Manage Ad Frequency

Do you follow the more, the merrier approach? As a brand marketer, do you think the more times the shopper is exposed to your advertisements, the more likely they will remember and shop from you? If yes, you cannot be more wrong. Multiple pieces of research conducted by top digital marketing firms found that shoppers do not like seeing the same ads repeatedly, and a generous frequency of servings tends to put them off. Marketers should go by the general studies that suggest people do not like watching retargeting ads more than five times. Once that threshold is reached, you risk annoying your potential customers. Hence, marketers should put a frequency or impression cap to stop targeting the consumers exposed to your campaigns a pre-specified number of times. It will ensure that your potential target audience will get a break from incessant retargeting, and you as a brand will save money by limiting your retargeting spending.

Create Engaging Ads

What makes programmatic ads such an exciting technology that they can attract the attention of the customers? Foremost, its reliance on visual channels allows advertisers to create visually attractive, compelling, and eye-catching creatives that encourage the consumer to take the desired action. While creating engaging ads is essential, it should also be noted that each channel will have custom-made creatives to drive the point home. The advertising format that is considered to achieve the goals is also a crucial decision the advertisers must make. Brands could choose if they want to use Banner Ads, Rich Media, Video Ads, or Native Ads for their campaigns, depending on the goals and the budgets they have at their disposal.

As brands and marketers take a more data-driven approach to their campaigns, the relevance of programmatic advertising has grown multifold, and organizations of varied sizes are queuing up to reap its benefits. AdFalcon, the programmatic media-buying platform from ArabyAds, built for performance at hyperlocal levels, helps brands reach their potential audience in the MENA region with precision. Furthermore, the platform’s integration with Oracle’s contextual targeting platform makes AdFalcon the platform of choice for top brands in the region.