Nowadays most brands have some form of digital marketing strategy and so it is crucial that advertisers have a good relationship with the agency, network or publisher running their campaigns. With so many ads run on so many sites, it’s more important than ever that your ads are fully optimised so they achieve your objective and are seen by the right audience.

1. Make sure all of your campaigns are optimised

All your campaigns count, so ensure they have the best chance possible of achieving their goals. While many advertisers assume all campaigns are optimised, the truth is this often only applies to only a small proportion because of a lack of resources and tools. Make sure your campaigns are always optimised and ask for proof of this.

2. Technology not gut feel

Online advertising is becoming increasingly complex and new technologies are helping drive efficiencies, speed up processes and make life easier. Check your media partners are utilising technology to help deliver swift, relevant, frequent and intelligent optimisation. Today, Excel spreadsheets and gut feel are no longer sufficient to deliver a true optimisation strategy and could lead to ineffective decisions being made.

3. Campaign goals should be defined by what is important to you

Online advertising is dominated by response metrics. If CTR (Click-Through Rate) or CPA (Cost per Action) etc. work for you, that’s great. However, if more brand-orientated metrics are the relevant measures of success for you – viewability, interaction and engagement – then these are the metrics you should use; don’t let an agency or publisher tell you otherwise. A good publisher or agency should help you optimise around what is relevant.

4. Learn what is delivering success for you

‘Transparency’ is increasingly used when it comes to describing what online advertising technology can deliver. Challenge your partners to share what optimisation actions they have implemented and the impact these have had to ensure it delivers to your goal. At the very least it will give you peace of mind that your campaign is being optimised. At the same time, it can also provide valuable insights into campaign improvement areas. This can help in planning your future campaigns.

 

By Roger Williams, Chief Marketing Officer, Maxifier.

 

PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.

comments powered by Disqus