Every programmatic campaign is different. That’s because each campaign can have a different KPI and business goal. Regardless, there are some best practices that I find work for any programmatic campaign.
This post aims to address the phase from planning the campaign up to going live on a DSP. Optimization and reporting will get their own posts.
1.Set a goal, represented by a KPI if possible
Every marketing campaign should have a goal. That goal could be lead generation, branding, sales, traffic to a site, app installs…
If you do not have concrete goals and KPIs, you will not be able to tell if your campaign is performing. You will need both goals AND KPIs. A number of clicks alone is not enough – what do you need those clicks for? Similarely, improving brand awareness alone is not enough – How are you measuring brand awareness? Continue reading How to set up an efficient programmatic campaign