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What are the best ways to optimize programmatic DOOH SEM campaigns?

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Programmatic DOOH (digital out-of-home) advertising is a fast-growing and innovative way to reach your target audience with dynamic and engaging ads on screens in various locations. However, to make the most of this channel, you need to optimize your SEM (search engine marketing) campaigns to align your DOOH ads with your online presence and goals. Here are some of the best ways to optimize your programmatic DOOH SEM campaigns.

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1 Define your objectives

Before you launch your programmatic DOOH SEM campaigns, you need to have a clear idea of what you want to achieve with them. Do you want to increase brand awareness, drive traffic to your website, generate leads, or boost sales? Depending on your objectives, you will need to choose the right keywords, bidding strategies, ad formats, and metrics to measure your performance. For example, if you want to increase brand awareness, you might want to use broad match keywords, cost-per-thousand impressions (CPM) bidding, and video or interactive ad formats. If you want to drive traffic to your website, you might want to use exact match keywords, cost-per-click (CPC) bidding, and call-to-action (CTA) buttons.

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Carles Garcia Bach

Microsoft Azure. Power Platform. Power BI. Microsoft AI. Dise?o prototipos UX/UI. Dise?o web. SEM. SEO. G. Analytics. G.Ads. Webdesign. Remarketing. Actualización Websites
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When looking to maximise the impact of your marketing campaigns in the digital and outdoor environment, consider multi-channel data integration and micro-targeting as your compass to success. Here are a number of tips that could transform your approach: - drill down into audience profiles -synchronise between DOOH and mobile -embrace intelligent automation (implement machine learning tools to anticipate your audience's needs and behaviours) -constantly test and learn -measure impact holistically -capture attention at the right time -explore interactivity

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Ivan Getmanov

Head of Marketing with SEO Expertise | Scaling Established Companies & Products Internationally
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When launching programmatic Digital Out-of-Home (DOOH) Search Engine Marketing (SEM) campaigns, it's crucial to define clear objectives. Tailor your strategies accordingly, choosing appropriate keywords, bidding tactics, and ad formats based on specific goals. For brand awareness, broad match keywords, CPM bidding, and engaging ad formats like video or interactive content are effective. For driving website traffic, consider exact match keywords, CPC bidding, and ads with clear CTAs. Aligning campaign elements with your objectives ensures targeted and effective marketing efforts.

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2 Choose your locations and audiences

Another important aspect of optimizing your programmatic DOOH SEM campaigns is to select the best locations and audiences for your ads. You want to reach your potential customers when they are most likely to be interested in your offer and influenced by your message. You can use geo-targeting, geo-fencing, and geo-conquesting to show your ads to people who are near your store, in a specific area, or visiting a competitor's location. You can also use audience network, contextual targeting, and behavioral targeting to show your ads to people who match your ideal customer profile, are browsing relevant content, or have shown interest in your products or services.

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Carles Garcia Bach

Microsoft Azure. Power Platform. Power BI. Microsoft AI. Dise?o prototipos UX/UI. Dise?o web. SEM. SEO. G. Analytics. G.Ads. Webdesign. Remarketing. Actualización Websites
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Define geofences around strategic points of interest, not only around your shop, but also at events, transport stations and shopping districts, to trigger ads on mobile devices or DOOH screens when users enter these areas.

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3 Test and optimize your creatives

Your programmatic DOOH SEM campaigns need to stand out from the clutter and capture the attention of your audience. To do that, you need to test and optimize your creatives to make sure they are relevant, engaging, and effective. You can use A/B testing, multivariate testing, and dynamic creative optimization (DCO) to compare different versions of your ads and see which ones perform better. You can also use data feeds, weather triggers, and time triggers to customize your ads based on real-time conditions and events. For example, you can show different ads based on the temperature, the time of the day, or the news headlines.

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Ivan Getmanov

Head of Marketing with SEO Expertise | Scaling Established Companies & Products Internationally
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For your programmatic Digital Out of Home (DOOH) Search Engine Marketing (SEM) campaigns to be distinctive, focus on testing and optimizing creatives for relevance and engagement. Utilize techniques like A/B testing, multivariate testing, and dynamic creative optimization (DCO) to assess and refine your ad versions. Incorporating real-time data feeds, weather, and time triggers can also enhance ad customization. For example, adapt your ads based on varying temperatures, different times of the day, or current news headlines, making them more responsive and relevant to your audience's immediate context.

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4 Track and measure your results

Finally, you need to track and measure your results to see how your programmatic DOOH SEM campaigns are impacting your online performance and goals. You can use tracking pixels, QR codes, short URLs, and phone numbers to track the actions and conversions that your ads generate. You can also use attribution models, cross-device tracking, and offline conversion tracking to measure the impact of your ads across different channels and devices. For example, you can see how many people visited your website, downloaded your app, or bought your product after seeing your DOOH ad.

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Carles Garcia Bach

Microsoft Azure. Power Platform. Power BI. Microsoft AI. Dise?o prototipos UX/UI. Dise?o web. SEM. SEO. G. Analytics. G.Ads. Webdesign. Remarketing. Actualización Websites
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Transform each QR code into a chapter of a brand narrative. Each interaction with a QR code can offer an exclusive content, story or benefit, encouraging users to search and scan the next codes in different DOOH locations to complete the story.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best ways to optimize programmatic DOOH SEM campaigns?

1

2

3

4

5

1 Define your objectives

2 Choose your locations and audiences

3 Test and optimize your creatives

4 Track and measure your results

5 Here’s what else to consider

Search Engine Marketing (SEM)

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What are the best ways to optimize programmatic DOOH SEM campaigns?

1

2

3

4

5

1 Define your objectives

2 Choose your locations and audiences

3 Test and optimize your creatives

4 Track and measure your results

5 Here’s what else to consider

Search Engine Marketing (SEM)

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