Programmatic… the act of planning and buying media without talking to a human being…is still misunderstood by the advertising world. Many people mix up programmatic with real-time bidding, which is in fact a subset of programmatic. There are three main areas of programmatic you’ll come across:
Real-Time Bidding is buying advertising (display/banner ads) in real time. Most advertising platforms (Quantcast, AreaOne & Adgorithms) will go into an auction and bid to compete & win inventory to serve your customers with an advertisement. If you win the auction, your ad is served which hopefully means your customers will convert and buy something on your site. The auction process is very similar to Google AdWords.
Programmatic Direct is not done in real time but advertising is often bought months in advance. You could make it programmatic by showing advertisers what’s available in your inventory, cost and what creative they need to upload to launch a campaign. The advertiser picks what they want, uploads creative and charges their credit card for the purchase. I could also see TV, digital out of home and digital screens in malls or bars as a direct buy. These would all be done in advance too.
Programmatic Premium could be done in real-time. However, it usually seems to related to a private advertising exchange connecting a premium publisher(s) and a premium advertiser(s) to make a sale happen. You’d be working at a FMCG brand to get access to this advertising exchange is my impression.
Now if you work in-house like I do and you don’t plan to hire an outside agency to run your programmatic. Than you need to do some research on all the different platforms and ask the right questions. Most platforms offer the following:
I’ve to admit I’m not a coder and I don’t plan to become one. I know HTML but that’s pretty basic and doesn’t qualify as coding skills as much as it did a decade ago when I was in college. However, after a year of many failed attempts and re-reading all I could on AdWords scripts, I finally got three to run successfully yesterday.
AdWords scripts are little pieces of software that you add to your AdWords account (or My Client Centre MCC) and help automatic tedious tasks for you that you want to take off your plate and free up your time. Most run behind the scenes and you’d never know they are there. Think of them as little Christmas helper elves. You should watch the video on the AdWords scripts homepage to get started. You can check out the solution gallery but I wanted to focus on the two scripts that I feel any AdWords advertisers can run: Link Checker and Keywords Performance Report.
This isn’t a new feature, though it seems Google AdWords is starting to promote some of its lesser known features they think advertisers can use to make managing multiple AdWords accounts easier. Just a few weeks ago they reannounced Data Drive Attribution at Google I/Q and now I got a note for Cross-Account Conversions (set-up) in my account.
The idea behind AdWords Cross Account Conversions is that you’ll have one conversion tag for tracking your conversions across all your AdWords accounts instead of having a unique tag for each AdWords account you manage, which is great as I’ve 15 accounts broken down by country and one tag is better than 15.
You need to create your conversion tag(s) as you’d normally do (in your MCC) and then upload it to your site. Once you pass your look back window (default 30 days) for your old tags, you can remove the old tags and just keep the new one up. The reason you don’t want to remove the old conversion tags right away after putting the new ones up is you might miss out on conversions from people who came to your site in the last few weeks.
As a side note, you should look into getting Google Tag Manager setup, if you’re not currently using it.
I gave a talk at Conversion Road Trip NYC 1st June, 2015. I talked about unlocking unmet demand in your AdWords account and making sure you capture all the customers you could for each market.
Lets say you want to quit your job tomorrow and start a business renting designer jeans to the middle class based on a monthly subscription fee… or maybe a one off cost for the weekend.
You setup your AdWord account and have the perfect ad copy, keywords and account settings. You put in your budget for each campaign and just before you launch you add in your location targeting.
What I see clients do from Toronto to London and back to Vancouver is put everything major English speaking country under each campaign. The challenge is you’ve countries fighting for budget and no one country can truly max out their budget and capture all the leads or customers for that market.
Oz & NZ start spending their budget and then the UK and by the time you start spending money in USA, you’ve spent almost half your campaign budget, which doesn’t leave a lot of room for USA.