Learn about targeting combinations that are used to enhance most of the traditional targeting methods used with PPC.
- [Instructor] Now we're going to look at advanced targeting with programmatic. Now traditionally, conversion metrics helped us to assign benchmarks for different channels and niches. For example, search always provided a higher conversion rate than display and social. Whereas niches like B and B services and insurance always provided a higher conversion rate compared to education and travel.
Consequently, the CPC earned by publishers and by search engines were very high for certain content and search phrases but low for others. Programmatic sought to change all of this by combining valuable customer data that is more likely to lead to a conversion. For example, if you advertised an expensive item to anyone reading about it on a display network, you may have found a conversion rate of 0.3% on display.
But if a new programmatic layer enables you to only trigger the display of the ad to people of a certain income group with recent purchase behavior within a high income neighborhood, then it's possible to see a two percent conversion rate on display. I would argue that if you understand the combination of targeting criteria based on conversion and market data that best works for your product or your service, then you're well on your way to benefiting from programmatic.
The variety of data points that we rely on in programmatic are the key enablers of advanced targeting. The challenge is that when you're new to a particular niche and you're testing out different options, that you can easily be tempted to apply higher bid adjustments that could lead to a spike in your advertising costs without a guaranteed result. And this is why industry knowledge, measurement, and frequent campaign review is essential.
This is why you always need to study the work and the data left by previous campaign managers before firing away to any new campaigns. Some of the targeting methods will be enabled by first-party data. Which we own and is about our own users. For example, by tracking them through a cookie or matching their email addresses to a Facebook campaign. But, many other targeting methods now rely on third-party data, which we do not own.
For example, when you target Linkedin or Facebook users based on profile information. Or when you target affinity audiences based on what other websites reported about their shopping habits and interests. As we explore targeting options, many with which you may already be familiar with, remember that with programmatic it is the ability to combine various targeting methods that will enable you to target the right user with an appropriate ad.
At the best time or in real time.
Here marketing expert Adriaan Brits shows members the fundamentals of programmatic advertising. Learn how to examine audience insights and pick a real-time advertising platform that can help you understand when and where to place ads. Discover how to target advertising for video, mobile, and apps, and work with LinkedIn, Facebook, and the Google Display Network. Plus, find out how to create campaigns, use advanced targeting to reach B2B decision makers, and act on valuable audience insights.
- How programmatic advertising is used
- Real-time advertising strategies
- Programmatic advertising on mobile
- Choosing the right media type
- Choosing auction or direct buying
- Choosing a targeting method
- B2B marketing and programmatic ads
- Using analytics and artificial intelligence
- Auditing programmatic campaigns