Assess your Programmatic Marketing Results

by | Aug 8, 2022 | Digital Marketing Agency

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Programmatic advertising is a phenomenal way to build affordable, targeted awareness. The biggest mistake we see made is to use down funnel metrics to assess the value of programmatic advertising.

I’ll use the analogy of football. A coach may determine that when they run the Fullback dive, they score a touchdown 50% of the time. Yet they only ran it 10 times last year. But coaches don’t naturally assume they should run it more often. This is because this play is generally used after a long drive that utilized a wide variety of plays put the team in a relatively easy position to score.

This is how brands should think about the customer journey. Yes, people convert more via SEM and they should invest in SEM. But they don’t think enough about ways to get more people to that point. This approach leads to developing new ways to measure a programmatic campaign.

1. Look at intermediate metrics. Look at website visitors, form fills, new users on the website. How many new meetings are you booking? Look at these metrics more for trends because there are always going to be many factors to ultimately drive engagement, and some will be out of your control.

2. Track your marketing spend and the key metrics by channel, by month and maintain a spreadsheet. Then compare this to business trends. As you’re making changes to your marketing mix, you will have some data to see correlation between changes in your mix and business impact. But again, give these ideas time and look for trends.

3. Track key advertising metrics. Impressions, CPM, unique reach, the accuracy of ad targeting, the quality of the creative, completion rate, etc. If nothing else, make sure your campaign is reaching the right people as efficiently as possible with an effective message.

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