When you can promise new clients a 250% increase in PPC campaign growth in a year, you must have a pretty good idea of what you’re doing. Bryan Gaynor, a Digital Marketing Account Manager at Hanapin Marketing, does. He knows a lot about PPC and digital marketing in general, but we invited him onto The PPC Show to talk about one of the newest forms of advertising – programmatic. You can listen to the whole episode for more details on the following topics:
1. “Reach the right person at the right time with the right message.” There are many definitions of programmatic advertising, but Bryan’s simple explanation mentions piecing all available data together to create messaging that’s personal to the viewer. Other definitions include the automated aspect of programmatic, where algorithms are used to purchase ad space.
2. “There are 80-90 other sources of inventory outside Google Display Network.” Though many marketers rely solely on GDN, programmatic offers access to up to 90 other sources of inventory. Taking alternative routes not only helps diversify your strategy, it could also lower your bids and increase conversion rates.
3. “If you want to sell anything, you have to specialize in it.” While Bryan doesn’t see a need to form a new team around programmatic, he does encourage managers to start testing now to gain an understanding that’s well-developed enough to properly recommend programmatic to clients. The principles are similar to how you’d set up a search or social campaign, so getting started is self-serve, but there are nuances managers will need to become familiar with. DoubleClick, The Trade Desk, and Centro are great starter platforms.
4. “You can get results with just $500 per month.” Bryan warns smaller budgets will yield fewer data points, which makes interpreting results a bit more challenging, but the minimal price to experiment with programmatic is very reasonable.
5. “Testing programmatic starts with what you’ve already tried.” You don’t have to start at the beginning to test out programmatic. Start with where you currently are, and use more in-depth reporting to further dissect placement and audience, so you can fine-tune messaging.
6. “The level of reporting with programmatic gets very deep.” Programmatic’s deep and detailed reporting helps surface information that might not show up in the reports you’re pulling now. Bryan’s worked with clients that were able to drill all the way down to adjust creative for viewers seeing ads on older phones.
7. “If it’s too good to be true, it probably is.” Though much of programmatic is automatic, it’s still important to keep a close eye on reporting, especially exchange or network reports. Taking a look at data related to impressions, traffic, and conversions will help flag and filter instances where performance might be incorrectly affected by non-human interactions (bots). Reviewing reports on a weekly basis will ensure you’re not spending money on wasted inventory.
Want all of Bryan’s tips? Listen to the whole episode below:
Bryan will be speaking at Hero Conf April 18th to 20th in Los Angeles (with AdStage CEO, Sahil Jain), where he’ll hold a session on programmatic for PPC managers. You can follow him on Twitter to stay up to date. For even more PPC wisdom, check out Hanapin’s library of resources.