This presentation looks at the benefits of programmatic advertising and how these targeted campaigns can provide tangible improvements to search performance across multiple markets. It also shares a couple of case studies of successful campaigns.

1. HOW TO USE PROGRAMMATIC
TO SUPPORT GLOBAL SEARCH
GEMMA HOUGHTON // WEBCERTAIN //
@GEMHOUGHTON

2. Supporting global brands
with digital marketing
since 1997
What we do:
• Multilingual SEO
• Performance translation
• Internationaladvertising
• Global social media
Key sectors we work in:
• B2B technology
• B2B manufacturing
• Tourism and hospitality
• Student recruitment

3. | 3
Training platform includes:
• How-to guides
• Videos
• Reports
• Presentations
• Full recordings of International Search Summit talks
Training and international
search support

4. |
Agenda
• What is programmatic and how does it work?
• Benefits of programmatic
• When and why to use it
• Case studies

5. |
Programmatic advertising is an automated marketing method
based on real-time bidding on advertising inventory, targeting
specific customers,in a specific context.
Source: https://frank.ai/what-is-programmatic-advertising/

6. |
Jen | Gym Instructor
Lululemon Athletica is fantastic.
Fred Leger Age 30
T-Mobile 4
Samsung Note 5
Sue Child
Chris Manchester
Elisa Sanchez
Age 40
Jerry | Stock Broker
AT&T
IPhone 8s
@AdobeMktgClo
ud
Albert
3,343,
4,453
THE NEW ERA OF
DIGITAL EXPERIENCES
*Source: Adobe Advertising Cloud

7. | 7
How Programmatic Advertising works
*Source: AdClick – Programmatic Advertising Ecosystem

8. 86% of digital
display spend in
US is programmatic
8

9. In UK it’s 90%

10. France is 86%

11. Germany comes in
around 70%

12. Programmatic spend in
China will double from
2017 in 2019

13. You get the idea…….. It’s big!

14. So what are the benefits of
programmatic?

15. Target people, not
placements, platforms
or devices

16. Reach audiences at scale

17. Drive efficiency

18. | 18||
Audiences vs
keywords

19. 19
The robots are coming…….

20. |
But we still need people!
20
• Strategy
• Audience targeting
• Creative
• Monitoring performance
• Analysis and reporting

21. |
Creatives
21
• Really important
• Consider cultural relevance
• Beware of language differences
• Experiment with formats

22. 22
When to use programmatic

23. Brand Awareness

24. Influence
consideration

25. Retargeting

26. Student and Franchise
recruitment
Case Study

27. |
The challenge
• Increase brand awareness in markets
where the brand is not well-known.
• Expand the number of franchisees in
Greece and Poland.
• Recruit new students in Germany,
Greece and Poland
27|
Industry
Education
Countries
Germany, Greece
and Poland
Project type
Programmatic &
search
advertising

28. | 28
The execution
Persona research to identify the right
audience

29. | 29
The execution
Persona research to identify the right
audience Banner creation/localisationto ensure
relevant and appropriate for each market

30. | 30
The execution
Persona research to identify the right
audience
‘Fill evenly’ pacing strategy over the
duration of the campaign to assess
performance and maximise budget
Banner creation/localisationto ensure
relevant and appropriate for each market

31. | 31
The execution
Persona research to identify the right
audience
‘Fill evenly’ pacing strategy over the
duration of the campaign to assess
performance and maximise budget
Banner creation/localisationto ensure
relevant and appropriate for each market
Frequency capping to ensure maximum
reach and audience engagement

32. | 32
The execution
Persona research to identify the right
audience
‘Fill evenly’ pacing strategy over the
duration of the campaign to assess
performance and maximise budget
Ongoing campaign optimisation to boost
click-throughrates and only bidding on
placements that achieved strong CTRs
Banner creation/localisationto ensure
relevant and appropriate for each market
Frequency capping to ensure maximum
reach and audience engagement

33. | 33
The results
127% 246%
Increase in brand searches Increase in conversions

34. B2B e-commerce
Case Study

35. |
The challenge
Company with high market share but low
brand awareness
Objectives
• Increase brand awareness
• Improve conversionrate
35|
Industry
Retail –
B2B e-commerce
Countries
UK, France,
Germany and
Spain
Project type
Programmatic &
search
advertising

36. | 36
The execution
Used 3rd
- party data partners to identify
relevant target audience

37. | 37
The execution
Used 3rd
- party data partners to identify
relevant target audience Localised creatives and campaign assets to
maximise performance and ad relevance in
target markets.

38. | 38
The execution
Used 3rd
- party data partners to identify
relevant target audience
Tested HTML5 animated banners
alongside static banners to boost
engagement
Localised creatives and campaign assets to
maximise performance and ad relevance in
target markets.

39. | 39
The execution
Used 3rd
- party data partners to identify
relevant target audience
Tested HTML5 animated banners
alongside static banners to boost
engagement
Localised creatives and campaign assets to
maximise performance and ad relevance in
target markets.

40. | 40
The execution
Used 3rd
- party data partners to identify
relevant target audience
Tested HTML5 animated banners
alongside static banners to boost
engagement
Localised creatives and campaign assets to
maximise performance and ad relevance in
target markets.
On-going optimisationand refinement of
bid strategy

41. | 41
The results
50%
Increase in brand searches
34%
Increase in conversions

42. | 42
Takeaways
• Programmatic is on the rise globally
• It is effective for generating brand awareness and brand trust
• Creatives are really important
• Used as part of a wider digital strategy it can contribute positively to growth
• Try, test and see what works for you

43. Thank you
gemma.houghton@webcertain.com
www.webcertain.com
in/gemmabirch
@gemhoughton