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 programmatic campaign.
When to start optimization? Each programmatic campaign should initially be dispersed as widely as possible by purchasing different media in many places. Then, wait for the first results. It sometimes happens that it takes even two weeks, depending on the volume.
Sometimes, however, only a few days will suffice for initial diagnosis. The best time to start optimization is the moment after a few days of starting the Programmatic Campaign. The first action that starts this process should be to disable non-converting sources.
That is the publishers of pages that do not work. We begin the optimization process most often after obtaining the first 30 conversions.
2. Data Analysis
Automation gives measurable benefits in the field of marketing analytics. It may seem that machines have already begun replacing people in complex marketing processes. However, it should not be forgotten that it is the man who plays a key role in this increasingly automated world.
Data from the campaign must be analyzed daily. Even when using predictive models and when automation is on. Good practices recommend that you turn off the automatic bidding system every two days.
Data and analysis are the basis of a good business. It allows decisions on further steps, the future of the campaign and new assumptions.
3. Performance Evaluation
Banner advertising – does it work? Correct measurement of the effectiveness of banner advertising is fundamental. Depending on the product, strategy, customers, it may turn out that the banner advertisement in the last-click attribution model does not bring the desired effect.
In the case of display campaign measurements as part of a larger whole, banners play a very important role as conversion assistants. If it the case of multi-channel analysis, we can discover the key role. However, it is important to determine their actual impact and effectiveness in a given communication with the client.
If it is many brands, we use an individual attribution model to assess the performance of display activities. Such a model is created by comparing many different models, so-called side-by-side attribution
Retargeting can do harm. It happens that marketers flood their clients with a huge number of messages. For example, a refrigerator saw on a website can follow you for many months – regardless of whether you have already bought it or not.
Most often this is evidence of a poorly structured retargeted campaign. This problem may be solved by the assumption of correct capping on the number of page views at a given time.
For some campaigns, we optimized for CPA, we accept capping 4 views per user in 72 hours. In a situation where the user does not click on the displayed ad, we stop displaying it.
This way, we do not irritate it with the message, nor do we lose the budget for showing ads to users who do not show measurable interest
5. Building Commitment
Programmatic campaign does not support commitment. The basic goals and tasks that are accomplished through the purchase of media in the programmatic campaign model are mostly focused on performance tasks.
That is, on bringing users who make an immediate conversion. If, however, the brand has tasks related to increasing the user’s involvement, and not only increase conversions, then one can simultaneously carry out an Engagement Optimization campaign.
A Programmatic Campaign whose goal is to optimize expenses by increasing user engagement, measured using the scoring method. Most often, increasing engagement also translates into a greater number of desired actions, such as registering for a newsletter or downloading an information leaflet.
Check out our website for Digital Marketing Services.