The opportunities offered to us by the development of marketing, especially in the sphere of programmatic and RTB, however, are still not fully utilized. Despite the fact that the tools needed for this type of campaign have been available for years, knowledge and a multitude of articles on the subject – effective programmatic campaigns are still a rarity on our market. What should the company responsible for the campaign pay attention to? Below, we decided to share our thoughts with you and indicate our solutions to problems that appear on the path of an effective campaign.
When to start optimization? At the beginning, each campaign should be dispersed as widely as possible by purchasing various media in many places. Then it remains to wait for the first results. It happens that it lasts up to two weeks, depending on the volume. Sometimes, however, only a few days are needed for the initial diagnosis. The best time to start optimization is the moment after a few momentous days from the start of the campaign. The first action that starts this process should be to disable non-converting sources – that is, publishers of sites that have no effect. Ignition One starts the optimization process most often after achieving the first 30 conversions.
Automation gives measurable benefits in the field of marketing analytics . It may seem that machines have already begun to replace people in complex marketing processes; However, one should not forget that it is man who plays a key role in this increasingly automated world. Campaign data must be analyzed daily, even when predictive models are used and automation is on. Good practices recommend turning off the bidding machine every two days. Data and analysis are the foundations of good business, allow you to make decisions regarding further steps, the future of the campaign and new assumptions.
Evaluation of effectiveness
Banner advertising – does it work?The correct measurement of the banner ad’s effectiveness is fundamental. Depending on the product, strategy, customers, segment, it may turn out that banner advertising in the last-click attribution model does not bring the expected effect. Meanwhile, when measuring display campaigns as part of a larger whole, it may turn out that banners play a very important role as tools assisting in conversion. In the case of multi-channel analysis, for example in the even distribution model, banners can reveal a key role – but it is important to correctly determine their real impact and effectiveness in a given communication string with the customer. For many brands, we use an individual attribution model to evaluate the performance of display activities. Such a model is created by comparing many different models, the so-called side-by-side attribution
Retargeting can hurt . It happens that marketers flood their customers with a huge number of messages. Now the fridge you are watching can follow us for many months – regardless of whether you have already purchased it or not. Most often this is evidence of a poorly constructed retargeting campaign, which does not include the so-called brand safety. This problem can be solved by assuming the correct capping on the number of page views at a given time. In some CPA optimized campaigns, IgnitionOne accepts 4 pageviews per user per 72 hours. If the user does not click on the displayed ad, we stop displaying it. In this way, we do not irritate it with the message, and we do not lose the budget for displaying ads to users who do not show measurable interest
Programmatic does not support commitment . The basic goals and tasks that are accomplished through the purchase of media in the programmatic model are most often focused on performance tasks, i.e. bringing in users who perform immediate conversion. However, if the brand has tasks related to increasing user engagement, and not only
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