Spot an opportunity – or challenge – related to your digital strategy and the solution will often involve the research, purchase and implementation of new technology designed to tackle it head on. This is as much the case with programmatic advertising effectiveness as any other channel.
While tech undeniably has a huge role to play in the ability to successfully run any advertising or marketing campaign and strategy, it’s not enough to just buy and implement various pieces of tech in the hope of improving online performance and solving key challenges. Tech by itself is merely the foundation, particularly when it comes to programmatic advertising success. It’s what you do with it that counts.
First and foremost, you need the right tech, tech which is unified across the customer journey regardless of whether it comes from one supplier or multiple. Disparate tech, where two or more pieces of tech are unable to connect and communicate with each other, can cause more harm than good, with 68% of all paid traffic bouncing when landing on a website. If you simply implement new technology without considering how it integrates with the rest of the solutions you are currently running, you’re automatically setting yourself up for less than optimum performance.
If brands want to create and deliver seamless online customer journeys, starting at the very beginning with forms of paid and programmatic advertising, they must choose advertising tech that connects with the rest of the journey, particularly with onsite marketing tech. In doing so it has a greater probability of leading to both increased engagement and conversions.
But if tech on its own isn’t enough, what else should you be focusing on? More often than not, programmatic advertising success comes as a direct result of decisions at a campaign level. No matter how good the solutions you implement are, if the campaigns you deliver across your various channels aren’t powerful enough, then the tech powering them can only do so much.
The way in which campaigns are devised will vary greatly dependent on the type of campaign; prospecting and branding campaigns are very different in nature to retargeting campaigns. Prospecting and branding campaigns focus on attracting new customers and introducing your brand, with ad recall (whether an audience remembers the ad content post-view) being a key consideration. While retargeting campaigns are for customers further down the funnel who have already visited your website and potentially shown an interest in your products.
To get maximum value from your advertising tech, and to achieve the greatest efficiency of spend with the highest possible number of attributed sales, there are certain things you should be focusing on when devising connected advertising and onsite campaigns.
3 tips for hitting the campaign sweet spot:
1. Be sequential
You must make sure the content your surface onsite is clearly related to the advertising campaign that drove a visitor there – think of the whole interaction as a conversation. Deliver relevant messages on your homepage, in real-time, so that you can capture the attention of not only visitors that came from an ad click, but also those who simply viewed and visited your site at a later date. At the same time, be careful to ensure the onsite content can standalone – we don’t often fully register or remember the ads we see, shown by a current recall rate for branding ads of only 6%, so ensuring it makes sense in isolation is also important, along with building better onsite experiences that stimulate a connection between the ad and the onsite message.
2. Don't be repetitive
Simply repeating the content of the ad onsite won’t add anything new, and therefore won’t have any added value for the customer. Balance the need to be sequential with giving the customer something new to engage with. If you present the exact same content onsite, you are missing an opportunity to engage them further. Keep the creative consistent and related across both advertising and onsite so that visitors can connect the message to the ad, even if only subconsciously. Identify ways in which you can rework the campaign copy to highlight new information, such as additional USPs or benefits, whilst maintaining the creative and essence of the ad campaign.
3. Make retargeting count
When we look specifically at retargeting campaigns, it’s important to infer as much information as possible and leverage it. One way to do this is by understanding that if they have seen a retargeting ad, they are a returning visitor and have previously shown an interest in either your brand or products. In knowing this, you can recognise that and make them feel welcome when they return to your website as a result of an ad click or view. If you are resurfacing the product from the ad onsite, make sure to give visitors context so they understand why they are seeing those recommendations, which in this case is because they viewed them previously.With these tips, you can start to think about building advertising to onsite campaigns that make the best use of your tech. However, remember that every campaign and audience is different, so what may work in one scenario may not have the same effect later on. Give every campaign the same individual attention to ensure you’re developing the most innovative and inspiring content and creatives, then continuously refine and optimise for maximum success.
Our industry-first solution connects digital advertising to the onsite experience so that you can target visitors with the most relevant and engaging campaigns in real-time after every ad, whether they clicked or viewed. Get in touch today and speak to one of our experts about how to improve your digital advertising effectiveness this quarter.