Late November 2015 I started running programmatic with Adgorithms based in Europe. I picked them because they had a good reputation, financially stable and I liked the people I had been talking with during the initial opening talks. Read my pieces on 5 Questions To Ask Your Next Programmatic Vendor, which was a post I came up with as I was vetting different vendors.
After spending 6 weeks and $15,000 dollars attemping to get a long term strategy up and running. I came away with some major lessons that will shape how I look at programmatic advertising and my experiences going forward with the medium. A big cavet is I wanted to keep programmatic in-house and not outsource to an agency like The Exchange Labs.
See what you’ll be working with from your vendor. I had to push Adgorithms to give me access to a dashboard and this should have been a bigger red flag, if they hadn’t said early on that not all ads would run through their technology stack. Like many vendors they run some ads through a third-party platform. Making sure the dashboard has the metric you’d want to see from CTR & CPC to CPA based on your pixel firing on your site. Also make sure you like how the dashboard looks and is easy for you to use.
With a community of more than 400M, Instagram is one of the world’s largest mobile ads platforms.
There are more than a few places to learn the basic of advertising on Instagram. If you’ve done advertising on Facebook, then you know the Facebook Power Editor all too well. The same interface is used for Instagram.
I wanted to mention a couple important features that make it different than advertising on Facebook but not at the sametime. Beyond it being a visual platform and mobile first before Facebook way.
I’m speaking at a Google Digital Breakfast in Vancouver 24th February 2016. The event is hosted by Titan PPC and fully sponsored by Google. You can check out the schedule for the event, which is actually taking place at night vs the morning. I’m going to talk about AdWords, Quality Score and why those are so important toward helping make more money in 2016…while using landing pages of course.
I’ve been documenting my attribution modelling journey….and as I often say; good is better than perfect. If you’re startup or a smaller brands looking to move beyond lack-touch attribution. Then this blog post series is for you.
Multi-Channel Attribution That Goes Beyond Last Click
The Journey To Multi-Channel Attribution
When Do You Use A Last Non-Direct Click Attribution Model?
3 Questions To Ask Yourself About Multi-Channel Attribution
A Startup Marketing Framework: Attribution Modelling
How To Analyze Your Startup Attribution Model
This series looks over the last 8 months and the work I’ve been focused on more and more as I struggle and research what’s the best path forward. Like any marketing, this is an orgaism and it’s change and grow over time. Some things will get added and other will get cut away and that’s ok.
The key point is you’re looking beyond last touch and growing your business in the right way.
In our last post we ended off with our attribution worksheet above filled out. Looks great doesn’t it? Now comes the hard work. Where do you spend more money? Where do you spend more time?
Some looking at the above sheet some might say spend more money and time on ebooks (campaigns 7 & 8) or spend even more on the conference (campaign 3), which are logical and Solid answers. I ask myself first, can we scale the conference campaigns and grow it into a power house. The super long tail of conferences is no joking matter. Conferences are the long game and you shouldn’t join if you’re not willing to invest.
I’d look to put my money and time into product launch (campaign 9). The reason is the costs are low to start, there is some early traction across last-touch, assisted conversions and even LNDC. If people do buy better versions of themselves then we can build a great long-term campaign around a feature that helps customers become better versions of themselves. Outside of saving them time and money of course.
Every brand and company will be different and you’ll have to play with your worksheet and test out theories. However, for most brands, if you focus on widening those who know about you through ebooks & conference(s) and get people to convert because of your features & you make them rock. You’re on solid ground.