Best Practices for Optimizing Your Programmatic Campaigns

Not too long ago, it seemed like display ads might be a thing of the past. Click-through rates had bottomed out, and other digital channels were delivering much stronger ROI. But thanks to a range of new targeting and tracking methods, programmatic ads have reversed this trend. Once again, image-based ads play a critical role in online marketing.

But with all of these new tools, the game has changed. While they appear simple enough to the average user, programmatic ads are powered by a number of moving parts and a dizzying array of data points. That makes running an effective programmatic campaign a complex proposition. To get the most out of your brand’s programmatic efforts, you’ll need to follow a range of best practices.

How to Optimize the Programmatic Strategy for Your Brand

Compelling Hooks

Most people are conditioned to scroll past any ad that doesn’t immediately catch their attention. So it’s important that your ads stand out from the pack. Not only that but once you have users’ attention, you’ll need to reward them with compelling content. Eye-catching visuals, crisp copy, and clear value propositions are the backbone of successful programmatic campaigns.

Consistent Brand Visuals

Programmatic ads depend on visual media, so it’s important that your visuals deliver a powerful message. These visuals also need to be consistent across your brand. If users are already familiar with your brand, your ads should be instantly recognizable. If users are discovering your brand for the first time, your visual style should set the tone for your brand identity.

Hyperlocal Targeting

Multi-location brands can thrive with programmatic ads by applying hyper-local targeting on a location level. Google and Facebook both provide tools that allow you to serve ads to users in specific areas, neighborhoods, and even street addresses. What’s more, you can customize the content of your ads to reflect the user’s location. Learn more about Hyperlocal Parogrammatic.

Behavioral Targeting

Another important targeting method for programmatic ads is behavioral targeting. This involves serving ads to users based on their search histories, browsing habits, and online purchase behaviors. It also allows you to serve ads next to specific types of content, ensuring that your ads are seen within the right context. By serving ads to users based on location and behavior, you can precisely target your ideal audience.

Remarketing & Similar Audiences

Perhaps the most effective type of behavioral targeting is via remarketing lists. With remarketing ads, your content is shown to users who have previously visited your website or interacted with your brand. These ads have some of the highest click-through and conversion rates of any programmatic ads. Remarketing lists can also be used to generate lookalike audiences, which mimic the interests and behaviors of your existing audience.

New & Underutilized Platforms

Most of the popular platforms used for programmatic ads have become saturated over time. While these platforms still offer strong ROI, it’s getting harder to cut through the competition. Our suggestion? Try seeking out newer, underutilized platforms. One great example is OTT-CTV advertising, which displays programmatic ads on services and devices used for streaming TV.

Landing Pages

Ads are only one part of an effective programmatic campaign. Even with through-the-roof click-through rates, you need an effective landing page to translate those clicks into conversions. You also need to ensure that your ads and landing pages create a seamless customer journey. If users end up on a landing page that doesn’t fit the feel of your original ad, they’ll jump ship in a hurry.

Tracking & Testing

Programmatic ads boast two important advantages over display ads of the past. As we’ve discussed above, they offer much richer and more precise options for targeting. They also give you exceptionally detailed analytics. To make the most of your programmatic campaigns, you’ll want to take full advantage of this data. Track how your campaigns perform, pinpoint what works, get rid of what doesn’t, and continually refine your brand’s strategy. 

Brand Control

Your image is one of your most important assets as a brand — if not the most important. But keeping that image consistent can prove difficult for multi-location brands. In these cases, brands need to maintain a degree of control over the image and messaging in programmatic campaigns. Some brands do this by funneling all ads through a corporate marketing program. Others give locations control, but provide detailed requirements or recommendations for ad content.

Our suggestion? Allow franchisees to manage their own local campaigns, but have them partner with a single digital marketing vendor. That way, locations can exert control over the scale and targeting of their campaigns, but the messaging and overall brand strategy will remain consistent.

3 Things Every Marketer Should Know About Hyperlocal Programmatic

If you operate a multi-location brand, programmatic advertising makes it much easier and cost-effective to operate hyperlocal campaigns. Advances in programmatic technology have given rise to the adoption of this form of advertising by multi-location marketers, but some are still in the dark about how to build the right strategy for their brand.

Looking for tips on how to run hyperlocal programmatic campaigns for your multi-location business? Here are three important tips that will help you target users accurately and improve conversion rates.

1. Know Your Target Audience

Any successful programmatic campaign depends on in-depth knowledge of your target audience. You need rock-solid data about who your customers are, what kinds of ads they respond to, and the touchpoints at which they’re most receptive to targeted ads.

There are a number of ways to build and/or acquire this data. Analytics from your website can give you significant data about consumer demographics, behavior, and preferences. Tracking technologies are another great way to build out detailed information about your customer base. Both of these methods will give you the ability to segment your audience into various micro-audiences — an important part of programmatic advertising.

The most effective programmatic campaigns are typically built on a mixture of first-hand data and data from third-party sources. Unfortunately, the quality of third-party programmatic data can be inconsistent at best. So, when purchasing third-party data, it’s often a good idea to lean on a digital marketing agency with deep experience in this field.

2. Leverage Hyperlocal Targeting & Customization

Hyperlocal programmatic marketing delivers extraordinary value to multi-location brands. The reason for this is simple: programmatic marketing succeeds through personalization, and a person’s location is a critical factor in his or her purchasing decisions.

Imagine you’re searching for restaurants that deliver to your workplace. As you browse online reviews, you see a pair of ads for two chains of Thai restaurants. One ad tells you the address of the nearest location, shows you reviews for that location, and includes how long it will take them to deliver to your address. Meanwhile, the other ad contains generic copy for the brand, with no information about their nearest restaurant.

Which ad are you more likely to click?

Countless case studies have shown that users are much more likely to click on the localized ad instead of the generic one. This underscores the importance of not only targeting customers on a hyperlocal level, but also of customizing your ads to reflect location data.

3. Personalize, Personalize, Personalize

While hyperlocal targeting is incredibly effective, brands sometimes make the mistake of focusing too heavily on geographic targeting. No matter how precisely you target customers on a geographic level, your ads will fall flat if users are not targeted along other vectors.

Personalization is the key to successful programmatic campaigns. The more accurately an ad reflects a specific user’s needs, the more relevant that ad will be to the user and the more likely that the user will click it. While a user’s location is one of their most important data points for certain types of purchases, there are a number of other data points that will be relevant to their purchasing decision.

Multi-location brands must be careful not to lose sight of this when they develop hyperlocal programmatic campaigns. While geo-targeting is a crucial element for multi-location programmatic campaigns, a successful campaign will use multiple targeting methods, drawing on several different types of user data.

Learn more about Qiigo’s Programmatic solution by clicking here.

Using Direct Mail to Power your Digital Marketing

Until recently, marketers loved direct mail. It offered low costs and strong returns, and it combined precise targeting with a broad overall footprint. That all started to change with digital technologies. USPS mail volumes are down almost 30% since 2006, and direct mail budgets have been in decline for several years.

Despite this, direct mail tactics and data remain useful to digital marketers. That’s particularly true if you implement addressable geo-fencing on programmatic ad campaigns. With addressable geo-fencing, brands can serve ads to users based on their street address — just like direct mail.

This opens up a world of possibilities for brands with robust CRM databases built via offline marketing. All of that offline location data can now be harnessed for programmatic campaigns.

Plus, you have the option of coordinating these campaigns with offline marketing efforts. You can even run campaigns where programmatic ads and direct mail materials work in tandem.

Addressable Geo-Fencing: What It Is & How It Works

If you run programmatic ad campaigns, you should already be familiar with geo-fencing. This method allows you to target devices within a specific geographic area. Typically, this is a city, a neighborhood, or a single targeted area. You define the area, and ads get shown on devices with GPS coordinates that match the target area.

Addressable geo-fencing takes this concept and makes it even more hyper-specific. It works by geo-fencing individual properties. Instead of targeting a single geo-fenced area, it targets a series of street addresses by geo-fencing the property of each address. Marketers upload a list of addresses, and ads get served to users and devices associated with that address.

There are several advantages to addressable geo-fencing. But the biggest, by far, is the opportunity to harness existing CRM data. Now, marketers can use street address data for digital campaigns. This way, they can start transitioning offline data to digital campaigns. Or they can develop coordinated digital/direct mail campaigns.

Using Addressable Geo-Fencing for Programmatic Ads

There are a number of ways that marketers can use addressable geo-fencing for programmatic ad campaigns.

One way is to simply replicate direct mail tactics for programmatic ads. If you have a list of addresses that you’d normally use for direct mail content, you can start serving programmatic ads to these households.

If you want to target prospects and leads more granularly, you have a few options. You could narrow down your list of addresses using your existing CRM data (e.g., targeting past customers who bought a specific product or service). You could add additional parameters to your programmatic campaign (e.g., targeting users in a specific age group). Or you could do both!

Things get really interesting when you look at coordinated campaigns that include both programmatic and direct mail content. Let’s say you run a furniture store that puts out a quarterly catalog. Here’s a quick, 3-part example of a coordinated direct mail/programmatic campaign:

  1. The week before you send out your catalog, you run a programmatic campaign targeted at customers on your mailing list. This ad announces your upcoming catalog and gives a sneak peek of key products or deals.
  2. Your catalog is sent out to your mailing list. Thanks to your initial ad, customers are expecting the catalog and eager to learn more about this quarter’s selection of products. In it, you include an attractive limited-time deal on a sofa.
  3. A few days after your catalog arrives in customers’ mail, you run a programmatic campaign for this deal. The ads highlight the sofa, the savings, and the limited-time offer, with a call-to-action that gets customers to your store.

This is just one example of how addressable geo-fencing can be uses to bolster direct mail campaigns. More importantly, it shows how valuable offline data can be harnessed for online marketing.

Learn more about:

Programmatic

Geo-Fencing

Why Local Marketers Can’t Ignore Programmatic

Display ads are one of the oldest digital marketing formats. But recently, they’ve fallen out of vogue with local marketers. Instead, these marketers are choosing to focus on other channels and formats, like local SEO, paid search ads, and social media.

In doing so, they’re ignoring the advancements and advantages of modern programmatic advertising.

The programmatic ads of today represent a big leap forward over display ads of the past. Programmatic ads offer extraordinarily precise targeting and tracking capabilities. They’re available in a range of dynamic and interactive formats, encouraging clicks and conversions. And through programmatic ads, you can reach consumers on the websites and apps they love to use.

Most importantly, programmatic ads have a proven track record of boosting awareness and sales. Studies have found that programmatic ads can boost:

  • Branded search queries by up to 25%
  • Conversion rates by up to 30%
  • Word-of-mouth recommendations by up to 10%
  • Event registrations by up to 25%

And thanks to their targeting capabilities, programmatic ads are a gift to local marketers in particular.

The Importance of Programmatic for Local Marketers

For local marketers, precise targeting can make or break a campaign. To connect with the right consumers, you need to carefully target your audience based on who they are and where they live/work. At the same time, you’re typically working with smaller budgets, which means that every single dollar needs to count.

In the past, display ads offered limited capabilities when it came to user targeting. Essentially, the only control marketers had over targeting was which website the ad ran on.

With programmatic ads, you can target users with the level of precision that local marketing demands. Thanks to the reach and targeting methods of the Google Display Network and the Facebook Audience Network, you can target your ads based on individual users’ characteristics, behaviors, and location.

This way, you aren’t limited to local websites for targeting local consumers. Instead, you can serve ads to local consumers wherever online they happen to be.

5 Advantages of Local Programmatic Ads

1. Awareness & Trust

Programmatic ads are highly effective at building awareness and trust with local consumers. Compared to paid search, local SEO, and social media, you’re less dependent on user actions. You don’t need to wait for users to find you. Instead, you can serve ads directly to your audience. What’s more, you’ll be doing so on the websites and apps they trust most.

2. Precision Targeting

The core strength of programmatic lies in its targeting abilities. Local marketers can target programmatic ads via a user’s location, either via a set geographic radius or by targeting specific ZIP codes. But that’s just the tip of the iceberg. You also have the option of targeting users based on their demographics, interests, search behaviors, and their history of online interactions with your business.

3. Dynamic Ad Content

On top of serving your ads to a highly targeted set of users, programmatic allows you to tailor your ads according to users’ features and behaviors. If a user has recently searched for a product you offer, you can serve them an ad with an image of this product. If they’re within a short distance of your location, you can serve them an ad with directions to your business.

4. Detailed Analytics

Like other digital marketing formats, programmatic ads are extraordinarily rich in terms of data and analytics. The same level of precision used to serve ads can be harnessed to measure their performance, with the ability to micro-segment data for specific campaigns, specific ads, and specific audience groups. Programmatic ads are also ideal for A/B testing, allowing you to quickly optimize your campaigns for higher click-through and conversion rates.

5. Cost-Effectiveness

One more reason why local marketers should use programmatic ads? Their cost-effectiveness. While programmatic campaigns cost more than traditional display ads, they remain much less expensive than other types of digital marketing campaigns. They also deliver more immediate and tangible results, allowing you to measure the ROI of your ad spend more easily and more quickly.

Preparing Your Programmatic Strategy for 2019

preparing programmatic strategy for 2019In 2018, programmatic advertising has come to dominate the digital marketing field. Programmatic ads — which target consumers through a range of signals, including demographic information, internet usage behavior, and their geographic location — are so effective and so popular that other, traditional forms of online advertising risk extinction.

 

Yet, as popular as programmatic marketing is right now, it will be even more popular in the coming year. That will only make the programmatic market even more competitive than it already is. So, as you plan your brand’s digital marketing game plan for 2019, here are four tips to help you develop an effective (and cost-effective) programmatic strategy.

 

Keys to Programmatic Marketing for National Brands

 

Consider Every Consumer Touchpoint. Programmatic ads have reshaped the average consumer’s decision journey. Brands can target consumers more accurately at every stage of this journey, including instances where their decision-making journey is disrupted or delayed.

 

As programmatic ads have become more advanced, with ever-more accurate methods of targeting, it’s become more and more important that brands consider every touchpoint in the purchasing journey.

 

Display ads can build brand awareness with users who share similar traits and interests as your customer base. Social media posts can target users who’ve visited your website (or your competitors’). And if a customer abandons their journey just before purchase, you can give them a nudge with a retargeted ad.

 

Leverage Mobile Opportunities. Mobile devices now make up nearly 2/3 of all internet traffic. What’s more, mobile ads also outperform desktop ads, posting strong click-through rates, conversion rates, and on-the-dollar ROI.

 

While a handful of industries still perform better on desktop, mobile is where the money’s at for most brands in 2019. Needless to say, most brands should focus on mobile first-and-foremost when developing their programmatic strategy for the upcoming year.

 

But before you go all-out on mobile, a word of caution: Desktop still plays a crucial role in many purchasing journeys. In many cases, users will first become aware of and interested in a brand via mobile, but they will make their final purchase through a desktop device. In these cases, your programmatic strategy should move with users from one platform to the next.

 

Take Advantage of Local Targeting. For brick-and-mortar businesses, geo-targeting is one of the most effective tools in the programmatic marketing toolbox. Geo-targeting makes it easy to show ads to users within a specific geographic area, targeting users in a specific town or city, within a geo-fenced area, or within a certain radius of a particular location.

 

Location targeting has proven particularly popular with franchise brands, offering an easy and effective way to market individual franchise locations. Brands can operate programmatic local campaigns on a franchisee-to-franchisee basis. Alternatively, they can program and segment a national campaign to direct users to their nearest location.

 

When targeting users based on their location, remember to tailor your method of targeting to your business. If you operate a franchise network of coffee shops, you’ll want to target specific, smaller-footprint locations. A maid services franchise network, on the other hand, will likely target a much broader overall area, but may focus its spending on specific neighborhoods.

 

Track, Segment, and Measure Results. Accurate data is the foundation of any successful digital campaign. Nowhere is this truer than the field of programmatic marketing. Small tweaks to targeting can make a massive difference in the performance of programmatic campaigns, and it’s only through accurate data that these tweaks can be made.

 

The sheer volume of data on programmatic campaigns can make it difficult to track, segment, and measure this data. This can be particularly troublesome for franchise brands with multiple locations. The more locations involved with your campaign, the more data you have to manage, and the harder it is to sort important signals from insignificant noise.

 

One of the best ways to avoid this problem is to hire a digital marketing agency that specializes in programmatic marketing for larger, national brands. These agencies have the experience, expertise, and infrastructure you need when running programmatic campaigns across multiple franchise locations. This allows them to not only assess data more accurately, but also to run these campaigns more cost-effectively.

 

Learn more about the benefits of integrating Programmatic into your marketing strategy here.

 

What is a Geo-Fence?

Geo-Fencing is the perfect tool for small and large businesses looking to connect customers who are in a specific geographical area. It uses WiFi, RFID, or cellular data, to set up a virtual boundary around a location, triggering a message to the consumer. 

 

Generally, we think of fences as something used keep people in or out a specific area. Geo-Fencing works the same way but in a virtual manner. Businesses can set up a virtual boundary around their location or a competitor’s location.

 

As you cross that boundary, a message or ad will be triggered to your device if you have downloaded their mobile app. Location settings must be turned on for Geo-Fencing to work, but it has been highly successful for businesses looking to target consumers in an specific area.

 

How Qiigo Uses Geo-Fencing

 

At Qiigo, we understand the importance of Geo-Fencing and how useful it can be to businesses. With Geo-Fencing and its precise targeting, you can see increases consumer engagement, boost brand loyalty, improve promotional response rates, and more.

 

Geo-Fencing can be used to target consumers in a wide variety of ways and across nearly all industries. Some examples include targeting consumers who are:

 

  • Traveling (at airports, car rental lots, or hotels)
  • Attending trade shows or conventions
  • Shopping at drug or grocery stores
  • Shopping at retail establishments or big box stores
  • Visiting health clubs
  • Interested in DIY projects
  • Homeowners

 

Businesses who take advantage of Geo-Fencing can expect to see benefits that are wide ranging. Geo-Fencing allows for pinpoint accuracy so you can control your spend. It allows you to set recency requirements for targeting. For example, you can target trade show attendees for the next 30 days. It boosts mobile performance and reach and allows you to target consumers who are driving through your area, but who don’t actually live there.

 

Geo-Fencing offers some really unique opportunities to improve marketing results and build brand awareness. If you’re not using this latest trend, now is the time to learn more and get started.

 

 

The Programmatic Buzzword Dictionary

Programmatic advertising can keep your products and services top of mind as potential, current, and past customers browse the web by strategically placing creative display ads around the web. But along with exciting new options that can supercharge your marketing efforts comes a new onslaught of advertising terms.

 

Get up to speed quick with our top 15 words for programmatic:

 

 

Ad Inventory
The amount of ad space a publisher has available to sell to an advertiser.

 

Cookie
A piece of data that is sent from a website and stored in a user’s browser. Cookies track browsing behavior and are used by advertisers to gather information that can be used for segmenting audiences and targeting future ads.

 

First Party Data
First party data is created when a website owner places a cookie on their website so the owner can recognize return visitors on their site. First party data can also include social, subscription, and CRM data.

 

Third Party Data
Third party data also involves placing a cookie on a website to gather information about website visitors, but instead of being placed by the website owner, it’s placed by a third party, such as an ad server or data provider. Third party data is used to segment audiences and target advertisements.

 

CPC
CPC stands for “Cost Per Click”, the average cost of user click-through. It’s calculated by dividing the total cost of clicks by the total number of clicks.

 

CPM
CPM stands for “Cost Per Thousand”, the price of 1,000 ad impressions on a webpage.

 

CTR
CTR stands for “Click-Through Rate”, the percentage of click throughs per ad impression.

 

Reinforcement Marketing
Reinforcement marketing shows your advertisements frequently to someone that has already shown interest in your business to keep you “top of mind”, reminding them of your business and unique benefits to increase the chance that they return and complete a purchase. Reinforcement marketing can also attract repeat business and reassure current customers that they have made the right choice.

 

Site Retargeting
Site retargeting provides a digital reminder to customers that visited your site without making a purchase, reminding them of your business and to come back and make a purchase.

 

Search Retargeting
Search retargeting collects data on what web users are searching for, and shows your ad to those who are performing searches relevant to your services or products.  

 

Contextual Targeting
Contextual targeting is used to target people who are reading about topics relevant to your products or services.

 

Geo-Fencing
Geo-Fencing is a method used to target customers in a specific location, such as street and highway boundaries, sporting events, conventions, or competitor locations.

 

Event Targeting
Event targeting creates a virtual geo-fence around an event location during a scheduled timeframe. When a user enters this virtual location during the scheduled timeframe, they become part of an audience that can be targeted following the event. Ads can be served to this audience for up to 30 days after the event.

 

Native Ads
These ads are created to match the form, function, and feel of a publisher’s content and design, providing users with a cohesive browsing and ad experience for an improved user experience.

 

Programmatic Creative
Gives the advertiser the ability to generate multiple creative and copy variations. These ads are run programmatically to optimize towards the most effective combination. 
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Learn more about Programmatic for Local Marketing here.

 

 

5 Ways Programmatic Advertising Can Drive Business for Multi-Location Brands

Programmatic Advertising

Programmatic is the process of buying data and display to show highly targeted ads to the right audience, at the right time, during the right digital touchpoints. By using a number of multi-tactic strategies, audience and creative insights are continually refined to better target ideal prospects and customers. As a result, Programmatic ads influence a brand’s perception of value, reinforces local awareness, and bridges the gap between other traditional and online marketing strategies.

Using creative display ads, Programmatic helps brands place ads on websites to reach customers that:

  • Share the same interests as current customers
  • Are searching for your competitors
  • Are searching for your services or products
  • Have visited your website, but haven’t made a purchase
  • People within a specific location

 

Retargeting bolsters your online marketing campaigns by keeping you top of mind with customers. In fact, 70% of site visitors who are retargeted are more likely to take action. Retargeting with Programmatic allows us to show your ads to a customer that has already shown interest in your service or product. 

 

Interested in supercharging your marketing efforts? Here are 5 ways Qiigo’s Programmatic Advertising can drive business for your multi-location brand:

 

 

Search RetargetingSearch Retargeting
Search Retargeting targets people searching for you, or that performed searches relevant to your products or services. This is done by collecting data on what users searched for, or what they are reading on websites when they match the keywords related to your services.

 

 

 

 

 

Site Retargeting

Site Retargeting
Want to win back the customer that visited your website but didn’t convert into a sale? Site retargeting acts as a digital reminder to customers that visited your website, but left without making a purchase. We show them your ads as they browse the internet, reminding them of your brand and to come back when they are ready to make a purchase.  

 

 

RetargetingContextual Targeting
Brands can target people viewing content relevant to your product or services with contextual targeting. As users browse the internet and consume content, we collect data about the content they are consuming. Using that data, we can show your ads to consumers who are reading about topics related to your services and/or products. For instance, someone searching for interior painting tips could be targeted with ads from a professional painting company.

 

Competitor Targeting
Want to reach people searching for your competitors? Competitor targeting does exactly that, by focusing on people searching the internet for your competitors and targeting ads to that potential customer base. With competitor targeting, you target people interested in your type of product or service that may not be familiar with your brand, thereby increasing brand awareness.

 

Geo-Fencing
With geo-fencing, we can create a virtual fence around a specific location and target people within that area, even after they have left that location. For example, we could create a geo-fence around a football stadium during a game, and target people leaving the game with ads for a local restaurant. A geo-fence can be active for any time period desired, and ads can be shown for up to 30 days after the geofence expires.

 

Qiigo’s Programmatic Advertising can influence a brand’s perception of value, bridges the gap between other traditional and online marketing strategies, and reinforces local awareness.