Improve the ROI of your programmatic campaigns with these five simple tips!

We often need to remind our clients that optimal results with programmatic campaigns are only obtained thanks to continuous optimization. For this, you need all data at your disposal anytime, anywhere and your organisation needs to be agile enough to react quick and flexible when this is required.

All data at your disposal anytime, anywhere

If you have secured this, here are five simple tips to improve your ROI:

1. Don’t just look at the lowest bid price

Many marketers see programmatic trading only as a way to buy cheap display inventory. This is a wrong take at things; often the cheaper inventory is lacking quality. By using real-time targeting, data usage and creation you know the whole truth and know that sometimes you need pay a higher CPM to get the results you want.

2. No ‘set-it-and-forget-it mentality’

Programmatic marketing makes it possible to easily test creative concepts, strategies and concepts before the campaign goes live. If you can discover what works best in advance, you are already miles ahead. Block testing time in your planning. Also once you’re live, monitor the performance of your creatives on different media carefully and adjust when necessary. It is essential to react quick and be flexible when this is required.

3. Make use of AdWords specialists in your company

AdWords is at the origin of many algorithms, techniques and features used by DoubleClick Bid Manager and other DSPs. Tactical and strategic assistance from AdWords specialists in your programmatic strategy has many advantages. They know what works for ads in specific channels and know the importance of ROI.

4. A bespoke creation for each target

Thanks to programmatic trading, we can buy media to reach the right audience at the right time. Too many advertisers have a very specific media plan, with a strict distinction of audiences they want to reach. But when it comes down to programmatic strategy, they go back to generalizations. This is a very poor choice. By not matching the exact media creation with the bought inventory, you miss out on the chance to speak to your desired audience in a personal and effective way. While doing so, remind yourself to replace your creatives regularly! A creative has a limited lifespan. Initially repetition helps for greater recognition. Often this effect has worked out after 30 days, a good period to keep in mind for a creative swap.

5. The personal touch

Programmatic marketing does not mean that personal contact is not important anymore. Media representatives who know their platform, website and/or portfolio through and through still inspire and influence how budgets are spent. Precise details about the display network and the exact possibilities for segmentation can add a tremendous value to a media plan.

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