You’re a marketing professional and you’ve been hearing all of the buzz in the press about Programmatic Media Buying and are ready to seriously investigate it as a potential part of your marketing plan. But where do you start? Below are FOUR SIMPLE STEPS to start with the implementation and execution of programmatic media buying.
STEP 1: Why do you want to do it?
The first big question to answer is “why”. Before you begin you need to understand YOUR reason for using programmatic media buying. You need to understand the reasons behind getting into programmatic as it will not only help set the direction for any future campaigns, but will help guide you in your decision making. Here are some questions to ask: Are you doing it because everyone else is doing it? Or are you doing it for increased targeting capabilities? Or are you doing it for the CPM efficiencies?
STEP 2: What is your budget?
Your next step is determining what portion of your digital marketing budget will be committed to programmatic media buying. You need to be able to commit a good portion of your digital marketing budget. This is essential to allow the machines and algorithms enough room to “learn” in order for you to realize the upside of programmatic media buying.
What does success look like?
Is it conversions? Is it leads? Is it video completions? Coming back to the first question, we need to be able to answer the “why” here as it’ll give us the proper course to set for the campaign and the metrics to ultimately judge success as the campaign learns, grows, and optimizes. Without knowing what success looks like one is merely doing without knowing what they are doing.
STEP 3: How will you measure success?
Just like all digital marketing campaigns it’s important to determine HOW will your determine success. Questions to ask about measuring success: Is it conversions? Is it impressions? Is it leads? Is it video completions? Coming back to the first question, once you have determined “why” you will be able to set the metrics to ultimately judge success as the campaign.
STEP 4: Jump in and Evaluate
There is no better way to get started with Programmatic Media Buying than just jumping in. Many businesses have started with modest budgets and evaluate how it is driving business and new potential customers online.