Building a plan for a programmatic campaign is often the most difficult part of the advertising process. Small to medium sized business owners tend to know their customers the best, which helps to get the process started. However, when it comes to creating the targeting structure for a display campaign, things can get a little tricky.
First, you want to make sure your ads are being targeted to a relevant audience. Programmatic has grown so much in the last few years that there are huge amounts of data that have been collected about anyone and everyone who has ever been on the internet. Using that data makes programmatic possible. This includes, but is not limited to, online behaviors, customer profiles, demographics, interests, actions taken on advertisers’ sites, and even past purchase activity.
Say you’re working with an advertiser who owns a travel agency and they tell you we only have customers who have a household income of $75K+ and are usually married, but with no children. They tell you, this is the only group we want to target to. Before you say, “Yes, we can absolutely do that,” take a step back and think about the goal and objective of a marketing campaign. If your marketer already services those clients, we should be targeting them, but also casting the targeting net wider. Our job as their marketing consultant is to expand their business and their customers. We can’t do this by only serving to a niche target. We should be recommending expanding and testing a larger net. Offer more possibilities…families who like to travel, cruise enthusiasts, interested in resort travel, luxury living, etc. This allows you to fulfill your client’s need and allow for the opportunity to put the marketing plan on steroids.
Secondly, you want to make sure your ads are being served efficiently. A few days after the campaign begins, your campaign manager should be examining and finding high performing ad groups in the reporting. Rule of thumb for any data target “under performing” would show after two thousand impressions have been served to it. So, after that 2k imps have served, if the CTR of that data target is not at a 0.07% or above, it should be removed from the campaign, unless it’s attributing low clicks, but high conversions, which sometimes can be the case. This optimization helps to make sure your campaign isn’t burning through impressions and budget to underperforming targets. This is our job as your Campaign Manager, and we make the optimization and performance of the data targets our number one priority on a daily basis. With more opportunities on the ad groups and a wider net of targets, we have better tactics to optimize against.
Together, laser focus targets along with relevant targets lead to significant results for any campaign and advertiser. Now, throw in some ads that showcase your business, have a landing page that aligns with the ads and you have yourself a killer campaign which can yield results for any advertiser. Take the time to make sure all of these elements are dialed in. This will allow room to optimize and better understand high performing ad groups which in turn yields ROI for your advertiser.
Written by: Ben Bouslog, Campaign Manager