By Grace Kaye
Programmatic is not just for conversions; it’s also a valuable part of your branding strategy.
Historically, brand awareness strategies have been above-the-line advertising activities: TV, radio, print. These have a wide reach and so are great for upper-funnel marketing strategies.
Thanks to its highly effective targeting possibilities, programmatic advertising has fallen into the below-the-line category — it’s seen as a conversion driver.
Within digital advertising, the branding focus tends to be on PPC, SEO and social media. But to take advantage of the opportunities for branding and optimization that programmatic display offers, it’s essential to adapt strategies from direct display to use in programmatic.
Brand awareness strategies tend to be associated with above-the-line advertising because they have the widest reach possible to share brand messaging.
However, programmatic’s forte is actually very effective for branding — a focused targeting strategy is more budget-friendly for small and medium-sized businesses and is highly effective at reaching audiences with the potential for engagement and conversions down the line.
Get real-time learnings that can be implemented immediately
Traditional above-the-line advertising offered little potential for usable insights, especially in the short time span that programmatic offers.
However, any marketing activity, whether concentrating on brand awareness or conversions, can benefit from real-time audience insights that immediately feed into optimizations and the development of future strategies. In fact, I’d encourage you to go wider than you normally would with programmatic targeting, as prospecting audiences without relying on legacy information can allow you to gain insights and inform your future targeting approach.
Here are five key ways to take your branding campaign and prospecting to the next level:
1. Agree on the right KPIs for your brand.
The first step is to agree on the right KPIs to zero in on so that you can focus on driving them in a quantitative way. There’s a tendency for branding to be associated with vague performance metrics, but a methodical approach is key.
Reach is obviously important, but the principal metrics to track from the beginning are CTR, viewability and site visits. Google’s Brand Lift Surveys are very useful for measuring uplift, but manually measuring the right metrics is sufficient (and a lot cheaper) to understand how you’re doing at driving up engagement and reaching the right people.
2. Focus on a top-down and bottom-up audience approach.
Everyone knows programmatic is great for targeting audiences and driving conversions as a result. For branding, however, you need a more proactive method. I recommend starting out with a top-down approach: considering the client, the audiences they could target and which competitor sites people go to, narrowing your targeting down to the most engaged audiences.
Then, shift to a bottom-up approach, picking the most engaged audiences to build segments around and allocating a dedicated budget to them. Using this approach, an insurance client saw CTRs more than 300 percent above the industry average and a 60 percent reduction in CPA.
3. Use new targeting techniques.
This is an obvious one, but it’s worth repeating. Making use of fast-evolving ad tech should be at the top of everyone’s priorities. Experimenting with …read more
Read more here:: Marketingland-advertising