Programmatic Advertising this Christmas

If you didn’t get the memo, programmatic advertising is the instant targeting of prospective leads through display adverts, driven by extensive data-led insight.

There’s a difference between good traffic and high quality traffic, and programmatic advertising is specifically designed to target the best possible traffic. And with the seasonal swell in traffic at the festive time of year, you want to be targeting traffic that is most likely to convert.

In this blog, I’ll walk through how programmatic advertising works and explain the 5 steps you can take to add new, quality traffic to your current customer base this Christmas.

5 Steps to Attracting New Customers

Step 1. Understand your customers

Before you start your programmatic campaign, it’s important to learn who your customers are and how they behave online. Many companies make the mistake of thinking they know their customers in a vague, round-about way, but at this stage of the programmatic process, you need to let the 1st party data speak for itself.

Working with a programmatic solutions provider like Ve, together we can analyse hundreds of different data points from all the users who have visited your site. This data can then be compiled into a detailed behavioural profile of your existing customers, which we can use to create a personalised plan to move forward with your Christmas campaign.

Step 2. Build behavioural templates

Once we have analysed your 1st party data in detail, the next stage is to construct behavioural templates by mapping this information against 2nd party and 3rd party data in search of matching behavioural trends. We can then match this data set against our experience data, organised by sector and sub-sector, and assign each one its own in-depth behavioural template.

Each behavioural template is designed to target a group of prospective users that follow similar consumer trends. Consumer behaviour changes and evolves all the time, so the templates adapt to match customer habits and seasonal variations.

Step 3. Create modelling audiences

The next stage is to develop these behavioural templates into modelling audiences. We take all the data at our disposal and create a lookalike audience and suggest in-market audiences based on your converted customers.

A lookalike audience:

A large audience that is created from users who have not yet visited your site but have a lot in common with your converted audience.

An in-market audience:

This consists of consumers who are presently active in the market and show interest and intent to purchase a product/service.

Effectively, we look at a wide range of data to analyse your current customer base and their traits, and then, through 2nd party, 3rd party and experience data, create new audiences that have a high probability of being interesting in what you offer.

Step 4. You’ve targeted, now retarget

We’ve looked at the process of targeting new users, but it’s not just a case of attracting this traffic to your site; you want them to convert. It’s a sad fact of eCommerce that users will abandon – especially around Christmas time when consumers will want to weigh up their options. But you can re-engage many of these valuable abandoning prospects by keeping your brand front of mind and providing customers with an easy route back to their basket.

Dynamic display ads are the perfect way to do this. With this retargeting strategy, you can customise the content of each advert to contain the exact products the customer abandoned when they left your site. The user can then easily re-engage with their customer journey and get back on the path to purchase.

Step 5. Evolve, adapt and optimise

The best way to get the most from your programmatic strategy is to continuously adapt, at every step of the process. With new visitors engaging with your site all the time and exhibiting different behavioural traits, you need to adapt your behavioural templates for them to be at their most effective.

Campaigns can be adjusted both algorithmically and manually, and dedicated traders can use their experience to optimise over time, ensuring the best possible results.

And there we have it, the 5 steps to finding new customers this Christmas, and ultimately boosting your conversion rate. For more information on programmatic advertising and the world of display, download our handy eBook below:

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Posted by Ellie Hubble

Ellie is a Content Manager and spends her time reading, writing and getting excited about all things UX, digital and technology.