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Advertisers now prefer investing money in paid ads rather than traditional media. You get to reach a wider range of audiences for a much cheaper price with the ability to see analytics of the performance of your ad campaign. All these benefits make running paid ads across various social media a very obvious choice.
However, a common problem that marketers face while running ad campaigns across different platforms is finding the right audience to target at the best price. You can very quickly lose money if you didn’t set up your promotional campaign the right way.
That’s where programming advertising comes into play giving marketers the option to optimize their budget to market to the right audience.
Programmatic advertising can be simply defined as the combination of Artificial Intelligence and Real-Time Bidding to get a better result from advertising. With programmatic advertising, you can specify your target market based on various attributes which the AI would use to find you the best ads space to run your promotions.
With the help of real-time bidding, the best bidders get the ad space and all this complex process happens automatically because of AI technology.
The two most important elements of programmatic advertising are demand-side platform and supply-side platform. A DSP allows advertisers to select their target audience and run a search across various platforms to check the availability of ad space. An SSP is where publishers come to list their digital ad space and the network tries to find the highest bidder to run their ads.
The goal of running any form of paid campaign is to get the maximum ROI while increasing the brand awareness of your company. If you strategically program your advertising the chances of success become much higher.
The number of internet users is increasing every day. Not everyone is your target audience and it would be a waste of the advertising budget if your ads are displayed without any targeting. You would want to target individuals who are more likely to engage with your ads and eventually buy your product or service. Programmatic Advertising currently is the best way to reach your target audience giving you a plethora of attribute selection choices.
You get real-time data with programmatic advertising which makes it easier for you to take action instantly. You would be able to see on which website your ads are launched and how they are doing. You can choose to optimize the ad or take off the ad from that website based on the data.
Previously marketers had to rely on agencies to make proper use of their advertising budget. Now, because of programmatic advertising, they get details about where their ads are placed, the cost of placing ads, and other metrics. This data helps marketers plan their budgets better and improve their results.
It is easier to allocate a budget when you have more data on how your ads performed on several platforms. Advertisers can analyze, compare and eventually find out which platforms work best for them and allocate their budget accordingly to get better results.
AI makes the whole process of programmatic advertising very effortless. Because of real-time bidding and AI, the publishers also get the best cost while the advertisers get the best platform to promote their offers. All this happens in a fraction of a second on auto-pilot making it a very convenient marketing strategy.
Now, if you are convinced that programmatic advertising is the way to optimize your marketing campaign then let's break down the steps involved.
Like any other marketing campaign, when you are doing programming advertising the first thing to do is to know what you want to achieve. You may want to increase brand awareness, make more sales, get engagement from the target audience, and many more. Having clear goals helps lay down the foundation of a strong marketing plan.
You should have a clear picture of who your ideal audience is. You should have a clear idea of what kind of people you want to show your ads to. You should also know what action you want them to take. If you can figure that out, you can then find out the best platforms and media to reach them.
Okay, now that you know whom you want to target and what you want to achieve, you can plan out your budget. According to your budget, you can decide which platforms you should target to get the best results. It is important to keep in mind that your plans might change based on real-time data and you should be prepared to improvise your marketing campaign in the middle.
Choosing your DSP is a very critical part of the whole programmatic advertising procedure. You need to make sure if your DSP is charging you fairly and if they are capable of providing you all the tools you need to market efficiently. It is very important to make sure that they have 24/7 customer support available in case you need immediate assistance.
Although programmatic advertising is mostly automated, the human element plays a key role in the success of the campaign. Make sure that you have a detailed KPI metric established and a capable team to take the right decision after analyzing the data.
Make sure that you are running your ads on all devices like desktop, mobile, tablet, apps, and even TV. Cross-device targeting is one of the key features that makes programmatic advertising so profitable. Use retargeting across various devices to get more sales through your ad campaigns.
Even though the chances of getting cheated by programmatic advertising are lower than running other kinds of campaigns, one still can’t be too safe. Keep an eye out to look for inconsistency and take action as soon as you feel something is wrong.
Programmatic advertising provides marketers with more options to choose from. They can show their ads in a different format to create more user engagement.
The display is now not limited to boring banners. With time, advertisers are now using animated gifs, infographics, and even banner videos which have proven to drive more traffic.
Video is now the most preferred form of running an advertisement and users are engaging across different channels with video ads.
It is a very new format of advertising but it’s quickly picking up the heat. With people becoming more reliant on voice search, this form of advertisement can do wonders for your marketing campaign.
Even though it is not easy to set up a programming campaign, based on data it is proven that they give you the best result. It is still new to most marketers and you should take advantage while you are still ahead of the curve.
Whether you’re in research or in the early stages of starting a programmatic campaign and you want a better ROI from your investment, we want to help. Get a free consultation and change your story with Bidtimize or learn more about our programmatic advertising services to see how Bidtimize can help you capture all the chances of success.