PROGRAMMATIC ADVERTISING BUYING – BEST TIPS 2019

Find below our top best tips for programmatic advertising buying. Curated by MAU. Senior Digital Marketing and Media Specialist at eDigital.

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PROGRAMMATIC ADVERTISING BUYING – BEST TIPS 2019

Below are our top best tips for programmatic advertising buying:

1. Not only see programmatic advertising as a cheap way to buy inventory.
2. Are stories on each ad targeting specific audiences?
3. Analyse your customer path to purchase and stop gaps you might have not included on your programmatic buying planning.
4. Use dynamic creative depending on user location, weather data, date, time and devise, other websites visited.
5. Organise your audiences by clusters and track conversions for each cluster. Then apply your insights for extra paid media.
6. Run test campaigns before running massive multi-million dollar campaigns. You can test for two weeks or use 10% of your budget for testing.
7. When testing creatives ensure they have at least 10.000 impressions before changing them.
8. Test and run different ad exchanges for your programmatic advertising buying. Let them run with at least 500.000 impressions.
9. Early performance data is one of the clearest signals you can use to optimise campaign performance.
10. Take insights from Google Adwords, your website analytics and your social media top popular content.
11. Keep your ad creative fresh. If ad performance dips, reinvigorate your campaigns by rotating in new ad creative.
12. Recalibrate your programmatic campaigns in real time. You can always re-allocate budgets to higher performing ads or replace creative for low performing ones.
13. Never underestimate basic targeting: geo targeting, budget pacing, frequency capping, device targeting, contextual targeting, operating systems, browser targeting.
14. Evaluate day parting: put more budget on higher performing days and higher performing time of the day. But do not start optimising too quickly as you might want to ensure you have enough days to take a good sample. Let say 10 mondays will give you an interesting idea whether mondays is  a good day for your campaigns or not.
15. You might want to exclude Safari browser on IOS devices as third party cookies cannot be activated so it makes it harder to track conversions.
16. You might want to re-target users who completed watching your video ads or successfully fill in your enquiry forms.
17. You might want to target custom audience segments: users who have visited similar websites relevant to your service/ product but have not yet had a chance to engage with your website.
18. Establish your top kpi’s. CPC, CPA, CRT, Viewability, etc.
19. If not sure, always you can pay a programmatic advertising buying consultant to design an Optimisation Framework for you.
20. Keep track on all your tweaks and optimisation activities on an excel sheet or Google Sheet for cross team collaboration between different teams: agencies, client, etc.

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PROGRAMMATIC ADVERTISING BUYING – BEST TIPS