In this guide we will break down campaign goals into three buckets—awareness, acquisition, and driving traffic—and offer some specific digital marketing strategies you might want to try to achieve each goal.
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Pixels make the digital advertising world go round. And yet, they are sometimes almost an afterthought of modern marketers. First, you make the marketing plan, build your audience, design your creative, and get the campaign launched. Having the right pixels placed can be almost forgotten. But when you are relying on lookalike targeting and prospecting to find more potential customers for your brand, having a solid amount of visitors already tagged is important. So why wait? It’s time to get pixeling!
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Demand side platforms, or DSPs, are an important part of programmatic advertising. This technology allows advertisers and agencies to buy ads across multiple ad exchanges in multiple sources through one interface. However, each DSP has its own strengths, inventory sources, and characteristics. How do you know which DSP is right for your campaign?
It’s no secret that we live in a world where every consumer is constantly connected to multiple devices. In fact, 28% of Americans say that they are now online “almost constantly”. With an increase in consumers’ multi-device activity, this gives agencies and marketers more devices to target, but also means reaching consumers isn’t as easy finding them on their desktop or mobile phone.
Native advertising is an effective way for your brand to capture attention and build relevance. By definition, native advertising refers to content in an online publication that resembles the publication’s editorial content, but is paid for by an advertiser. The goal is ultimately to promote the advertiser’s product, without blatantly showing a banner ad advertising that product or service. The key to success is to fit your content seamlessly in the environment it appears in, without disrupting the user experience, but instead adding value to it.
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To target ad buys based on channel or demographic information alone is to bake a cake with only half the ingredients and no instructions. Sure, something will result from the effort, but it won’t be anything to write home — or in this case, tell the client or the CMO — about.
Retargeting is a great way way to keep the conversation going with your customers after they leave your site. People that come from paid search but do not convert on their first visit may have a lot of value as prospective customers in the future. So it is important to keep your company top of mind so they are more likely to return to your site when they are ready to convert. Retargeting is key to success here.
When programmatic display advertising is partnered up with paid search, eCPAs can be significantly reduced. For example, one of our clients was committed to SEM and used it as their primary performance channel prior to working with AUDIENCEX. When they signed up with AUDIENCEX, our managed service team implemented some simple tactics that specifically targeted search activity, and the result was a 40% reduction to their eCPA.
Congratulations! Your holiday campaign was a smashing success! You kept your CPA in check while driving higher conversion volume than you were hoping for. So, now what?
