Discovering the world of programmatic ads is exciting! The possibilities of expanding your reach and increasing conversions can bring new life to your marketing goals. Before getting started, I want to share three key essentials to keep in mind when developing your programmatic ad strategies.
A Shift in Thinking
Traditional marketing always begins with brand awareness. These campaigns are often deployed through social media ads, search engine result ads, eblasts or even direct mail. With new leads, conversion efforts are deployed through nurturing email sequences and retargeting ad campaigns.
Today, this approach still has value for developing new leads. However, with retargeting limitations, coupled with declining email open rates, conversions have dwindled. Advertisers are left without options, leading them to double down on their original approach in hopes that the simple math of more leads will eventually lead to more conversions. All the while, warm leads, the highest leverage point for conversions, have been abandoned.
With programmatic advertising, there is a shift in thinking. Instead of focusing the majority of your efforts on developing new leads, programmatic ads allow you to give just as much attention (if not more!) to nurturing your website visitors.
Dig into the Data
With attention on nurturing leads, you will quickly realize the number one asset of programmatic ads is the website pixel. With a comprehensive tracking strategy implemented, you begin to see the story of your website, specifically where visitors browse and what they are truly interested in.
Although this data is also available in your analytics, with programmatic ads you can utilize these pixels to build audiences specific to website activity.
What does this mean for the advertiser? Not only is it important to shift your thinking to retargeting, but you must also listen to and understand the website pixel data and the story it tells. Your most successful advertising campaigns will come from measuring the pixel data and acting on what it tells you.
Take the Time
In order to effectively nurture leads through retargeting campaigns, there are two time frames to be aware of.
Populating of Pixel Data
First, it’s critical to get your pixel strategy developed and your website pixelated as soon as possible. With pixels installed, you can begin testing to make sure they are installed correctly, then watch the data to see what your next step will be. The populating of pixel data takes time. Depending on your website traffic, this could take a few days to a full month.
With data in hand, you can now create audiences and begin working on your campaign strategy. Keep in mind that nurturing leads to conversion will take time and impressions. Referencing the timelines in the sidebar, the conclusion can be drawn that the most effective campaigns run a minimum of 90 days, serving a frequency of 50+ impressions.
The beauty of programmatic ads is the automation it brings to your marketing efforts. You no longer need to navigate seasonal or year-round sales cycles. Because programmatic ads only bid on spots that target the audience who has been pixeled, you can effectively set up your campaigns to run all year long with the confidence the budget will spend according to your website pixel data.
With a shift in thinking towards retargeting, coupled with digging into the data your website pixels presents, and by taking the time to allow your nurturing campaigns to run, you will be ahead of the curve in approaching and deploying programmatic ads.
Days to Conversions
The industry standard for the number of days a campaign runs to maximum conversions reached.
Impressions to Conversions
The industry standard for the number of impressions served to conversions.
About the Author
As founder and developer of Well Planned Advertiser, Rebecca has built businesses within niche markets for over thirty years. With a desire to create solutions, always with an eye on the future, Rebecca enjoys teaching and training others, bringing clarity and simplicity to complex issues.
A lifelong autodidact with a passion for technology, advanced pattern recognition, and creative design, Rebecca strives to understand people and markets through studying theories and models. Her current favorite are Meyers Briggs cognitive function theory, generational theory, and the Grave model, also known as Spiral Dynamics.
Whether you are a small business owner, advertising manager, or marketing team director, our DSP experts can help! We offer guidance from pixel strategies and installation to creating HTML5 ads and implementing a comprehensive annual marketing strategy.