Improve your programmatic campaign ROI with regular audits
According to IAB data, 85% of advertisers were already using programmatic advertising in 2021. This means that almost all digital ads were placed on websites automatically, rather than through direct negotiations with publishers. If you have been using programmatic advertising for a while and have yet to perform an audit, we can perform an in-depth analysis of your programmatic campaigns and the setup of your DSPs.
The role of programmatic advertising in digital marketing
Programmatic advertising is a type of automated advertising that uses demand side platforms (DSPs) to purchase, place, and optimize digital ads. Instead of negotiating directly with publishers, programmatic advertising places automated bids based on the audience you want to target. Programmatic ad buying allows companies to target specific audiences with laser precision and scale their campaigns quickly.
It is made possible by real-time bidding, i.e. H. When a visitor clicks through to a website, the DSP serves them digital ads that are likely to appeal to them.
Benefits of programmatic advertising in digital marketing
The benefits of programmatic advertising include:
Increased reach and engagement
Programmatic ad buying allows you to reach your audience more efficiently by targeting very specific audience segments with messages tailored to their wants, needs, preferences, and pain points. This level of personalization will reach a more receptive and engaged audience who will likely be willing to purchase your product or service. This leads to increased engagement with your campaign through impressions, clicks and conversions.
More control and flexibility
Programmatic ad buying gives you more control over your campaign settings and allows you to adjust your targeting on the fly. This flexibility can help you improve your results over time.
Improved ROI
By using programmatic ad buying, you can improve the ROI of your campaigns by optimizing them for specific outcomes such as clicks, conversions or engagement.
Google DV360 is an example of a programmatic advertising platform that helps advertisers manage their advertising campaigns. It allows you to track performance, set goals and optimize your digital campaigns accordingly. Additionally, Google Display and Video 360 provides visibility into ad targeting, ad serving, and other data to help you make more informed decisions about your ad spend.
The Trade Desk is another technology company that offers a self-service digital advertising purchasing platform. This DSP connects you to the inventory of all major ad exchanges. With TTD you can access premium inventory, target specific audiences, and measure the performance of your campaigns in real time. It also offers a wide range of reports and analytics to help you optimize your campaigns.
We can provide valuable insights that optimize your campaigns and improve their ROI.
Our programmatic audit process
Most companies understand the importance of regularly reviewing their campaigns to ensure they are performing optimally. However, many do not know how to effectively conduct a programmatic campaign audit as it requires a deep understanding of DSPs and related metrics.
Programmatic advertising audits can help you optimize your campaigns by providing valuable insights into where your ad spend is going, which platforms are delivering the best results, and which networks are the most efficient. By conducting an audit, you can ensure that your campaigns are running smoothly and your advertising dollars are being spent wisely. We’ll walk you through the key steps we take when conducting a programmatic campaign audit.
1. The campaign variable
There are 18 variables that must be set to run a programmatic campaign. We will analyze each of them to find the best configuration:
- Ad exchanges
- Publishers/Websites
- Devices
- Operating systems (OS)
- Browser
- Languages
- Format (size)
- Bid amount
- Weekday
- Time of day
- Frequency
- Keywords
- Demographic characteristics
- Audience
- Visibility
- Connection speed
- Budget grading
- ISP/Network Operator
2. Delivery path optimization
We will analyze each exchange and publisher to determine their ROI for your campaigns and conversion rates, visibility and CPM. These optimizations can help you save money by allocating your budget more effectively.
3. Performance
Auctions can also take place on the open market or on private marketplaces (PMP). The type of auction you encounter can have a big impact on the budget and performance of your campaign. With our knowledge of best practices and which auction types produce the best results for different businesses, we can recommend the most effective bidding strategy for your campaigns.
4. Visibility
Viewability is a metric used to measure whether or not an ad had the opportunity to be seen by a user. It is expressed as a percentage of viewable ad impressions. Visibility can be used to identify potential areas for improvement in advertising campaigns, such as: B. optimizing placement or targeting different target groups. Tools like Google Active View, IAS, MOAT or DoubleVerify can determine how long your ad is visible on a screen and compare the results to industry standards.
5. Ad formats
There are three main types of programmatic ad formats: display, video, and native. When we conduct a programmatic audit, it is important that we analyze which specific ad format best suits your goals. We analyze your top-performing ad formats based on your awareness or performance goals to ensure each is sized correctly to achieve the best results.
6. Revision of the account structure
To keep up with best practices, it’s important to regularly review and update your account structure. A well-organized account not only improves your efficiency and accuracy when placing media buys, but can also help you track your campaigns more effectively and optimize them toward specific goals. When revamping your programmatic account, we’ll look at:
- Use meaningful names for all line items, insertions, and campaigns. This makes it easier to identify what each element is linked to and avoids confusion later.
- Use negative keywords and placements to exclude irrelevant traffic and improve your overall targeting.
- Proper setup and integration of conversion tracking pixels to accurately measure the performance of your campaigns and optimize accordingly.
- We check all details of your campaigns for accuracy.
- These instructions include important information such as ad durations, creative sizes, targeting and audiences, and the platform/site on which the ads will appear.
- We ensure that the settings of each strategy element have been configured correctly and that the expected creative matches the settings. The settings we examined include targeting, frequency caps, labels, competitor exclusion, and delivery settings.
Why choose Indaru as your programmatic testing specialist?
As an independent media consultancy, we are not affiliated with any agency, publisher, exchange or technology provider, so any recommendations and insights we offer you are based solely on our collective knowledge of the programmatic industry.
Our team has worked on programmatic campaigns for brands large and small around the world, building extensive knowledge and a deep understanding of branding and performance campaigns. This allows us to provide valuable insights that optimize your campaigns and improve their ROI.