Programmatic Advertising is a major channel for e-commerce firms in the current advertising landscape. This is because it remains one of the most efficient ways to acquire digital ads.
You can achieve the ideal balance of shoppers seeing and being compelled by an ad with programmatic advertising without feeling overburdened. Advertisers no longer spend time going directly to publishers. Through programmatic advertising, they can target specific shopper segments at scale.
Solid measuring technologies like programmatic advertising and linked platforms may provide new levels of speed and the ability to react to fluctuations in audience perception. Brands can use the real-time feedback loop provided by such technology to improve each digital encounter and ad campaign performance through measurable ad metrics.
How is Programmatic Advertising Campaign Success Measured?
Now that you know a little about programmatic advertising, let’s dive into the relevant metrics for digital advertising.
In a programmatic campaign, the key performance indicators (KPIs) to monitor your programmatic advertising platform during digital campaigns that can help a marketing agency optimize their ad spend are listed below.
Impressions:
Brand awareness can be calculated by using impressions. They represent reach, or the total number of times your display ad was displayed on a third-party site. You’ll probably judge your campaign’s success depends on how many individuals you reach to raise brand recognition. Programmatic advertising is among those advertising techniques that give high impressions to your ads.
Keep in mind, however, that the number of impressions displayed does not necessarily imply that your ad was seen; it only shows that it was displayed or the ad exposure.
Clicks:
Programmatic Display CTR Benchmarks are a key metric for programmatic display advertising. It represents the number of individuals who clicked on an ad after seeing it. However, keep in mind that CTR varies greatly depending on the industry, ad format, and targeting parameters. Clicks provide insight into how successful your marketing message is being received by the demographic or audience you’re aiming for. They show the number of people that were interested enough in your ad to click on it and go to the product/service landing page. interested in what you have to offer.
If you’re running an engagement campaign with the goal of generating clicks, you could utilize a video or a mobile app to persuade consumers to click to learn more.
These clicks also help you in boosting your website in Google ranking which helps your brand to grow during programmatic advertising campaigns.
Conversion:
A conversion occurs when a visitor takes a certain action on a landing page. Conversions can be calculated using a marketing goal like free trial signups or actual product sales.
A form submission for a content asset such as a white paper or eBook is a conversion on a post-click landing page. Free consultations, product demos, new accounts, and services like this may also be included. These are the few strategies that will entice users who are already familiar with the brand to return to the site.
CTR (click-through rate):
The most effective way to boost your conversion rate is to ensure that your landing page is optimized, and your offer is strong enough. Visitors to your site or advertising channel will want to obtain what you’re selling if it’s valuable.
Bounce Rate:
The bounce rate is the percentage of people who visit your website, do nothing, and then leave. By calculating single-page sessions divided by all sessions, Google determines the percentage of all sessions on your site where users only visited one page and sent one request to the Google analytics server.
What Are KPIs in Programmatic Advertising?
The data that your firm tracks to measure the overall relative efficacy of its marketing and sales operations is known as KPIs or key performance indicators.
In other words, the KPI you should be tracking is determined by your aim. If your programmatic campaign’s purpose is to raise brand awareness, for example, your main KPI should be the impressions.
Why are KPIs Important?
KPIs can help you stay ahead of the competition by helping you make rapid decisions. They help you evaluate your programmatic initiatives across the complete marketing funnel. They can be focused on upper and mid-funnel prospecting or lower funnel channels like sponsored search or social media retargeting.
Let’s just say KPIs are the most crucial and the most effective tool in today’s fast-paced and competitive post-pandemic market as they allow you to make effective choices around your programmatic campaign performance and the ad spend overall.
What Are the Four Main Components of Programmatic Advertising?
Let’s look at the four major programmatic advertising features:
Demand side Platform (DSP):
In addition, the DSP can track and optimize marketing efforts in real-time by helping you optimize the ad spend while running ad campaigns.
Supply-side Platform (SSP)
A supply-side platform (SSP), is a programmatic monetization gateway for publishers, allowing them to sell ad spaces across their websites, mobile apps, and games through automated auctions and hyperlocal campaign targeting.
SSP, which connects to ad exchanges and demand-side platforms, allows advertisers to bid on ad inventory. Publishers can use SSP to analyze their fill rate, total yield, and customer demand. It offers a centralized platform for managing different ad networks and DSPs.
Data Management Platform (DMP)
A data management platform (DMP) is an operating platform that collects and organizes information about a target audience from many sources and channels.
Users’ behavior on websites and mobile apps, as well as data from other sources like location, demographics, and behavioral characteristics, are all examined by DMP. It also offers suggestions for target audiences, messaging, and primary communication channels.
Ad Exchange:
Real-Time Auctions
Advertisers bid on ad inventory from publishers in real-time auctions conducted by ad exchanges. Exchanges give greater transparency than ad networks and allow purchasers to analyze the price of sold impressions.
Ad Placements
Ad placements are usually valued on a cost-per-thousand-impressions (CPM) basis. But now comes the most asked question when talking about programmatic advertising metrics:
What Are the Most Important Advertising Metrics?
Here are some of the most important programmatic campaign metrics that need to be taken into consideration for the ad campaign to be a success overall.
Website Visits:
It’s simple to examine the traffic demographics, channel traffic, and more. All this information can help you increase traffic, assess website quality, and focus on and maximize your efforts for creating awareness.
Engagement Rate:
The percentage of times a piece of content was engaged with out of all the times it was seen is known as the engagement rate in online media.
The way to determine engagement or interactivity is by actions like clicking, commenting, expanding your brand, and sharing a piece of content or advertisement.
More engagement indicates that more people are paying attention to what you’re saying, and a greater engagement rate indicates that you’re hitting the right locations at the appropriate times.
Page Views:
Some ad networks require a certain number of monthly page views to join, it’s vital to keep track of your statistics.
Therefore, you’ll be able to figure out which pages are the most popular and tweak your ad placement to achieve the best results.
Let’s Get Started On Your Programmatic Advertising Campaigns!
Want a better result from your ad spend? Let the Gourmet Ads team walk you through all the options available to ensure that your Food, Supermarket, Beverage or Kitchen campaign has the best possible combination of Premium Guaranteed Inventory, First Party Data and Programmatic solution elements.
