La programmatic purchase is an automated advertising impression purchase system that allows you to take advantage of the power of the algorithms of the DSP platforms (Demand Side Platform) to access global inventories simultaneously and in real time that include many advertising options per second that adjust to what each advertiser is looking for.
The interesting thing about programmatic buying is that it is an automated process that allows you to buy spaces in all AdExchanges, media and web pages from the same control panel, looking for a purchase model for specific audiences, users, and not looking for non-audiences inventory. In addition, this improves when behavioral and retargeting strategies are applied.
Recommendations for generating additional sales with programmatic buying
Zanox launched a few years ago Zanox RTB, an innovative line of business that enables a way of buying media in real time with which advertisers can reach the right audience with the right message and at the right time. To understand the operation of the RTB (Real Time Bidding) bidding model and to know the advantages of the programmatic business model, Zanox offers ten recommendations to generate additional sales with programmatic buying
Define objectives and be clear if it is a Branding or Performance action:
It is very important to apply the appropriate KPIs for each objective. The number of sales generated and the cost per sale are important indicators, but if applied without reference to the objective of the campaign, they are not the best way to measure progress. In addition, we must be clear about what action we are going to take to achieve a great brand image or a significant number of conversions.
Know the environment and analyze user behavior
Before launching a campaign, different environments must be checked for optimization and the customer's result on tablets, mobile phones and eCommerce. You also have to study the analytics of your client to get a better performance.
Protect the brand
It is advisable to choose a partner that guarantees a quality inventory. The brand is the identity card of a company. If a banner does not appear in an appropriate context, it can be detrimental to your image. You need to ensure that the proper tools are used to ensure the quality of the pages displayed by your creatives. You also have to control the frequency of advertising impacts and have the appropriate technology to ensure the correct visibility of the ad by the potential user.
Filter out unwanted content
We must move away from night hours and automatic systems and properly manage the inventory, impacting users at the best times related to the objective. For this it is important to have a good analytical knowledge of your client. It is recommended to block automatic users and optimize CPM.
Use proper formats and worry about CTR
You have to start the campaign with different creative formats. The so-called “impact” formats (300 × 250, 180 × 600…) can increase the visibility of the campaign and increase the attention of users. You also have to analyze the first results to finally have those that are working best and worry about having creative assets that are having a good CTR to boost them.
Analyze the information before making any changes to the campaign
It is vital to be very clear about the changes that are going to be made and why. Keep in mind that any change takes time to be able to analyze its performance. It is advisable not to make sudden changes, since every campaign needs a balance to be able to carry out a good analysis.
Invest in testing
It is advisable to reserve a part of the budget to test and test different formats of creatives, different offers, new segmentations to find the best way to contact customers and invite them to buy. Sometimes investing in stocks you didn't previously trust can give you great joy when it comes to analyzing performance.
### Invest in video
It is important to avoid broadcasting TV commercials on the Internet. You have to treat online audiences differently from TV audiences. For them, it is advisable to generate special videos for this medium, distributing short, nice or funny videos that help you to generate a good brand image.
Provide customer value beyond retargeting
You have to add value to the customer by getting totally new users and carry out adequate retargeting management without over-impacting the user. A balance of 70% retargeting and 30% prospecting is recommended initially.
Betting hard on the middle
RTB is an important reality growing exponentially. It must be borne in mind that to bet by this means an adequate investment is required, and an important human value that constantly manages your campaign seeking to maximize the investment.