Transcript:Uncertain about crafting a programmatic advertising strategy? Fear not, as this video provides essential guidance.Before delving into specifics, let’s briefly define what programmatic advertising entails.Programmatic advertising represents a digital marketing approach that employs various online tools to facilitate the buying and selling of ad space between advertisers and content publishers.While it may seem akin to traditional PPC advertising on search engines or social media, there are distinct differences. Programmatic advertising offers a significant advantage in terms of available ad inventory.Similar to regular PPC ads, programmatic campaigns allow for bidding on ad space and targeting a specific audience. However, the abundance of ad inventory accessible through programmatic strategies is a notable benefit.Programmatic tools, unlike single ad networks like Google’s Display Network, connect to multiple web locations, providing numerous avenues to engage with your target audience online.Let’s briefly outline the programmatic advertising process and the tools involved.The Programmatic Advertising ProcessAdvertisers seeking ad placements across various websites, such as blogs, news sources, or video streaming platforms, utilize a demand-side platform (DSP) to facilitate this process.Publishers, including news outlets, bloggers, or video streaming platforms, employ a supply-side platform (SSP) to offer available ad space or inventory for sale.An ad exchange connects buyers with publishers’ inventory, utilizing real-time bidding to determine which ads are displayed to internet users.Advertisers have the flexibility to choose specific websites for their ads, particularly when using private marketplaces. Alternatively, they can select preferred ad exchanges or marketplaces within their DSP, with the programmatic tool handling the details.Now, let’s proceed to creating your programmatic marketing strategy.1. Define Your Budget and ObjectivesWhen planning a campaign, it’s crucial to establish clear goals and metrics, which will guide the entire strategy.Understanding your budget is equally important, as it determines the amount you can bid to reach your target audience.With these elements in place, you can begin formulating your strategy.2. Select a Programmatic PlatformA key component of your strategy is a platform for purchasing ad space and launching campaigns. As an advertiser, you’ll require a demand-side platform (DSP) to execute your strategy effectively.Options abound, including Choozle, MediaMath, Adobe Advertising Cloud, and Xandr. Alternatively, partnering with an agency like WebFX can manage your ads for you, leveraging our AdTechFX service for enhanced performance.Each platform may offer unique features and varying costs, so thorough research and consultation with each tool’s team are recommended before making a final decision.3. Identify Your Target AudienceYour target audience, along with your goals, will shape your programmatic advertising strategy. Understanding the individuals your campaign will reach is crucial.Avoid grouping everyone into a single target audience and employing the same ad. Segment your audience based on similar characteristics to tailor your approach effectively.For instance, if you manufacture kitchen equipment for both personal and commercial use, your strategies will differ significantly based on the audience’s needs.Consider segmenting your audience based on factors like location, business history, or industry.Choose either first-party or third-party data sources to reach your audience.First-party data consists of customer interactions with your business, such as previous or current customer lists, email subscribers, lead form completions, or website visitors’ IP addresses.This data is invaluable, as it comes from individuals who have already shown interest in your business, making them more receptive to your ads.Third-party data originates from external sources, such as programmatic advertising platforms’ databases or data management platforms (DMP). With the shift towards user privacy, third-party data access may become limited, so relying heavily on it is not advisable.4. Choose an Ad FormatProgrammatic campaigns can take various forms. Ensure your chosen platform supports the format you select.
Display ad campaigns can be launched on websites across the web.
Connected TV (CTV) ads can be created to play as commercials on your favorite video streaming services.
Audio-only formats can be designed to play during your audience’s music streaming sessions.
These are just a few examples of the available ad formats. Once you’ve determined the format, it’s time to plan your creative.5. Develop Your Ad CreativeWhether creating video content or eye-catching graphics, always keep your audience and goals in mind.Consider the language that will resonate best with your audience and the messaging that will help you achieve your objectives.For example, a kitchen equipment manufacturer may run two display campaigns aimed at maintaining brand awareness among their audience.The campaign targeting previous customers may use language like “We miss you” to encourage repeat purchases, while the campaign targeting new customers may focus on product benefits or general brand exposure.Both campaigns are tailored to their respective audiences’ needs. Ensure your messaging aligns with your audience and objectives, regardless of the format.6. Monitor Your Ad PerformanceOnce your programmatic advertising strategy is finalized and campaigns launched, monitor their performance closely.Should you notice campaigns falling short of their goals, delve into analytics to identify issues. Adjust your bidding, targeting, or ad creative as needed.Embrace learning from mistakes and adapt accordingly. Avoid repeating the same errors.This concludes the final step in creating an effective programmatic advertising strategy. For further insights into programmatic SEO and digital marketing, subscribe to our channel and email newsletter, Revenue Weekly.Stay tuned for digital marketing expertise from our team of experts.Thank you for joining us. Best of luck with your campaigns!
