Programmatic is now responsible for more than 42 percent of advertising spending in India and is expected to rise to 45 percent in 2023. Companies are coming to realize that it offers a far superior approach to conventional direct media. Take advantage of this trend with the following tips:
1. Use Audience Data
Running a programmatic advertising campaign without audience data is like driving blind. You have no idea whether you are making the right choices. For instance, advertising your IT firm on local billboards might seem like a good idea, but how do you know if you are actually reaching the people likely to buy your services? Can you really tell if your advertisements are in the right place?
Programmatic ads are different. Because they gather so much data, you can better understand your niche and create adverts that appear in the right place at the right time using the right language.
2. Segment Your Audience
Break up your target audience into chunks by characteristic and then advertise to them individually. Use both demographics – things like their age, gender, income, and location – as well as their psychographics – attitudes, beliefs, opinions, social status, hobbies, interests, and general everyday activities.
3. Use CRM Data Integration
To understand your audience better, you can also integrate data from your CRM. This approach provides you with in-depth information on the types of people who actually buy from you, negating the need to guess or rely solely on market research.
4. Use Mobile Programmatic Advertising
Don’t forget that consumers now prefer mobile devices to desktops. Therefore, get confident with using mobile programmatic advertising. Remember, we live in a mobile-first era.
5. Use Rich Media In Campaigns
While banner ads can be effective in some situations, you will likely have more impact with rich media, such as video, audio, or illustrations. Using these approaches can provide you with a competitive advantage in today’s highly competitive digital advertising space.
6. Give The Algorithms Time To Do Their Job
It can take a while for algorithms to optimize your advertising campaigns for your target audience. It doesn’t happen overnight. Be patient and give the software time to learn who you serve.
7. Design A Variety Of Creative Advertising Content
Start your campaign by designing at least five different ad styles, varying the wording, images, and media. Then test to see which is the most successful and run with it. If you find a format that works well, vary it slightly, and A/B test it to see if you can improve it further.
8. Define Your Campaign KPIs Before Launch
Avoid rushing into programmatic ad deployment before clearly defining what it is that you want to achieve and how you will measure it. For instance, if you want to get people to download your new ebook, measure success as the conversion rate – the percentage of people who actually complete the download after exposure to one of your ads.
9. Discover The Best Channels
Find out which advertising platforms provide you with the best bang for your buck. Measure your ROI on Facebook, Google Search, Twitter, Bing, LinkedIn, Pinterest, and Amazon. Experiment with alternative PPC platforms, (not just Google Ads), including AdRoll, Bidvertiser, Yahoo Gemini, and RevContent.
10. Ensure Brand Reputation
Lastly, avoid displaying your brand alongside violent, extremist, or degrading content. Only use approved websites to maintain your reputation. Want to launch a new programmatic campaign? If so, get in touch with Mplan, a media planning and programmatic advertising company in India.
Mplan provides unmatched programmatic precision and strategic solutions that empower your business to make smarter decisions. We offer media planning services, analysis, and research, creative consulting with access to artists, production houses, and studios, and budgeting guidance. If you have a campaign underway, we can even offer a media audit, scrutinizing whether brands got what they paid for and whether placements were appropriate for the target audience.
