The promise of Programmatic is that we as marketers, can simply upload our campaigns, then ‘set and forget’ the algorithm to go get us better results.
No more worrying about bids, budgets, conversion rates and CPAs.
Is the Programmatic dream really here?
Throughout this year, we’ve been trialling different Programmatic solutions for both Adwords and Facebook advertising and here’s some of our findings that will prepare you for your first three months of Programmatic…
In the first part of this article, we’ll start off with the good news …
You’ve seen all the Adpocalypse stories and are concerned that your programmatic ads are costing you millions in fraudulent clicks at best or associating your brand with hate-filled, bigoted corners of the web at worst.
Yet at the same time, you still have to build your brand online and unlike P&G, you can’t simply pull your digital ad spend.
Here are some things you (or your agency) can do to buy yourself or your stakeholders some peace of mind:
The biggest news hitting online advertising circles in the last few days (though notably absent from the Adwords blog itself) is that Google is removing something that has been present in Adwords since day 1 – right hand side ads.
Right hand side ads (traditionally ad positions 4 through to 8 on the Search Results page) were traditionally the bastion of advertisers who had tight Cost per Conversion/Acquisition limits – here on the right hand side, advertisers could bid low and know that even though they may not get click volume, they could get profit from these cheaper clicks.
Why would Google remove the ability for advertisers to execute this perfectly valid strategy?
The ability for online advertisers to optimise their advertising is not new. Almost 100 years ago, Claude Hopkins, the father of Direct Marketing, outlined all the principles of ad optimisation – still relevant today – in his classic book, Scientific Advertising.
The gift of Pay Per Click advertising is that online marketers no longer need to wait weeks to count returned snail mail coupons – we can now optimise in real time.
In fact, the pendulum has actually swung the other way …