In digital advertising execution, ad trafficking refers to the process of technically setting up an ad campaign, according to the Digital Advertising Glossary. As today’s digital landscape becomes more complicated, it is important to understand the steps required to set up a campaign correctly. There are three tips to keep in mind when trafficking your ads.
#1 Proper Sizing
There is a bit of a strategy involved with creative. There are more standard sizes and less common sizes. The more common sizes will have more inventory available, but will also usually require a higher bid than other sizes. Less common sizes will have less ad inventory available. When trafficking your ads, you should have a mix of both common and uncommon sizes. More common sizes include 300×250, 728×90, and 160×600. Whereas less common sizes include 180×150.
#2 Landing Pages + Click-Through URL’s
When it comes to turning traffic into conversions, landing pages can be the most important aspect of a digital advertising campaign. Remember, landing pages are independent pages dedicated to specific traffic or digital advertising campaign and are designed to drive conversions. Many different benefits come from having optimized and targeted landing pages in any campaign.
It is also important to have click-through URLs within your advertisements. Click-through URLs are the links used when a visitor clicks on a web ad and is directed to the advertiser’s website. The click rate measures the number of times an ad is clicked versus the number of times it’s viewed.
Landing pages and click-through URLs will help turn your traffic into conversions and allow you to monitor how well your ad is performing based on the number of clicks.
#3 Conversion Tracking
To get the most out of your programmatic campaigns, you must track your conversions and measure your results. It is important to set specific goals that can measure your campaign’s KPIs. One great way to do this is with conversion tracking. Conversion tracking enables you to set up specific goals for your campaign that can be logged as events, or milestones that can be easily measured. This is a crucial step in the ad trafficking process.
Ensure your ad campaigns are successful in today’s complex and confusing digital landscape by remembering to have the correct sized creative assets, create landing pages and leverage click-through URLs, and implement conversion tracking. These three tips will help you successfully traffic your ads.