ABCs: The Building Blocks for Programmatic Campaigns | Choozle
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With the accessibility of programmatic media buying tools, marketers can take to leverage this “new” technology to create powerful digital advertising campaigns. In reality it is easy as ABC: Audience, Budget & Creative. Watch the full webinar here: http://blog.choozle.com/wp-admin/post.php?post=1726&action=edit
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ABCs: The Building Blocks for Programmatic Campaigns | Choozle
- 1. ABCs: The Building Blocks for Programmatic Campaigns March 29, 2016
- 2. • Audiences • Budget • Creative Agenda
- 3. Use your Insights to influence target audiences.
- 4. Build your custom audience.
- 5. How to Pick a Budget? • How much are you investing in digital content? • 70% of small B2B websites do not contain a call-to- action • Effective call to action: 20- 95% conversion • Campaign geographic reach • Narrow vs. broad targeting?
- 6. Upload assets (creative, custom geo)
- 7. • Data targeting • Contextual Targeting • IP Targeting • Geo-location Targeting • Retargeting BONUS Selecting Targeting Types
- 8. BONUS Use dashboard to assess quickly
- 10. BONUS Clone for easy setup
- 12. QUESTIONS?
- 13. the SIMPLE digital marketing platform Learn more at choozle.com
Editor's Notes
- In 2009, programmatic advertising--the automated buying and selling of digital advertising inventory--changed the face of online advertising by allowing companies to more efficiently and effectively place ads across multiple devices. With programmatic ad spend expected to reach $20 billion by the end of 2016, it has grown to become an essential part of every successful digital marketing strategy. Going into the new year, consumers are increasingly turning to desktops and mobile devices to communicate, make purchases, social network, and more, the pressure is on for marketers to leverage programmatic advertising to grab their attention, secure buyers, and deliver business value. But how do you integrate programmatic media buying into your digital marketing strategy this year? In this call we will discuss Incorporating programmatic, both the value and sale of incorporating programmatic into your overall marketing strategy or campaign proposals Programmatic Budgets, how to determine what budgets should be allocated to programmatic within your digital marketing campaigns Quick Start to Building Campaigns, a quick review of the steps you will need to take to quickly launch a campaign here in 2016 Scaling Campaigns, how to quickly assess and scale your programmatic campaign efforts.
- http://smallbiztrends.com/2013/08/b2b-small-business-websites-lack-call-to-action.html So now that we have an understanding of where Choozle fits into your strategy, we have the all-important decision of how much budget to allocate to this portion of the process. No company and no strategy are the same, and this is certainly an important decision to have internally with your team or your client prior to getting your first campaign setup, but here are a few recommendations to consider: Is your website optimized for mobile? – If not, you may want to limit your reach and targeting to desktop only. How much are you investing in the content on your digital platform? The last thing you want is for your customer to click-through an advertisement, or see an advertisement and then search for your company and be dropped to a page that has no content, no call to action, and does not get them any closer to converting as a customer. How far is the geographic reach of your campaign? Every company and every campaign are different, but think about how far (and in turn, how many people you are trying to reach)? For regional campaigns (DMAs or single-states) consider starting with a minimum of a $1k campaign. For regional or national campaigns, consider a $3k-5k budget to have enough budget to give your campaign traction. Also consider how granular you are trying to target. If you have a higher price point item (think cars or mortgages), you may want to consider investing more because you will want to have a high level of targeting to reach specific individuals. The use of this extra data will come at a cost, as well as making your CPMs more costly. If you are looking to run this kind of campaign, consider investing more budget to account for the extra cost of this level of granularity.
- Check the key metrics like daily spend to insure the campaign is spending and utilizing budget. Check the daily metrics to see if you are utilizing the full allocated budget daily. Check the CPM and see where the price is organically falling for this targeted audience. How does this compare to your base bids or max bids? Do you need to raise your bids to be more competitive? Check the CTR to see a metric which reflects the engagement performance of your creative’s call to action and the targeted audience. Check the CPA to see that your customers are engaging on the landing page of your creative and reaching your conversion point. This dashboard can be your go-to-resource to understand what optimizations you can make to improve your campaign’s performance.
- If something doesn’t make sense, reach out to our Support Team through our Support Center. Screen captures and details (including account name, campaign name and the steps you are attempting to take) are immensely helpful in our team being able to effectively and efficiently assist you.