Case Study: Film Studio Client PPC
The client was struggling to optimize their Paid Search campaigns based on iTunes Downloads. By optimizing campaigns and using those learnings across multiple home entertainment titles, the conversion rate increased 400% (from 0.29% in Q1 to 1.45% in Q2).
Why Choose Vizion for Programmatic Advertising?
When you choose Vizion, you are giving your company the advantage of technical expertise, years of industry experience, and unmatched enthusiasm rolled into one full-service digital marketing company. Our number one priority is helping your business thrive and grow in today’s highly competitive and ever-evolving market, and we will do everything in our power to support you along this journey.
At Vizion, we are experts in our field and take great pride in what we do. We want to be more than just a vendor – we strive to be a valued partner and a fundamental part of your business team. We are truly passionate about helping you accomplish your goals, so we collaborate with you to deliver the most comprehensive digital marketing services. We want the best outcome for your business and are dedicated to investing in your success.
Our Approach to Programmatic Advertising
Vizion understands that every business is unique and has different needs, goals, and priorities. To truly take advantage of the benefits offered by programmatic advertising, you need a digital marketing company that offers a personalized strategy for your business.. We’ll work directly with you to develop a detailed, data-driven plan that is thoughtfully tailored to your company, your goals, and your audience.
With an expertly crafted programmatic advertising campaign, our team can deliver compelling, personalized content that is fully optimized for your target audience, allowing you to capture their interest and guide them along the conversion funnel. We utilize a suite of sophisticated programmatic tools to plan and implement your campaign and offer ongoing reporting to monitor the effectiveness of your ads at accomplishing your goals.
The Vizion process has been created by experts and tested across a wide range of industries to be effective for businesses of all kinds, but it is also flexible enough to accommodate your specific goals. Because we design a strategy specifically for your business, the steps below can vary, but you can feel confident that Vizion will be thorough and proactive when it comes to your digital marketing plan.
When you hire Vizion, we’ll begin our process by getting to know you through a discovery call. We’ll learn about the special details of your business that make you unique and use this insight to ensure your brand stands out from the competition. We use the discovery call to give recommendations about ad targets, get your feedback, and ultimately come to a final target for the programmatic media purchases. After we determine how your programmatic advertising system is going to work for you and clarify your goals for the project, we will assign specific roles to our team members and dole out responsibilities, then create a timeline that lets you know when to expect updates and deliverables.
With the information we acquired during the discovery call, our team will move on to the campaign setup stage of the programmatic advertising process. In the first part of this stage, our experts can identify and target against thousands of data points. There are several categories of targets, which include:
- Demographic Targeting – We begin developing our target strategy by reviewing the demographic features of your intended audience, including age, gender, profession, income, and other unique details that can impact how they view your ads.
- Behavioral Targeting – Behavioral targeting involves analyzing online user activities to group your target audience into distinct segments and target them with relevant ads. This can include data about their search engine queries, their browsing and shopping habits, the amount of time they spend on certain pages, and products they view or click on, among other factors.
- Geotargeting – Most online searchers interested in making a purchase will conduct a local search first to explore options near their current location. We are able to target users based on where they are located and tailor ads that are specific to their area.
- Content Targeting – Similar to every other form of digital marketing, programmatic advertising is much more effective when it directly appeals to the interests, motivations, and needs of the target audience. Content targeting allows for you to reach your customer as they are interacting with relevant content.
- Channel Targeting – Most programmatic ad campaigns take advantage of multiple media channels to reach the maximum audience. Programmatic ad campaigns allow you to run across multiple media channels and optimized based on where you see the best results.
Landing Page Review and Recommendations
The next step in the campaign setup stage consists of a review of your business’s landing pages so we can determine which pages are most relevant and interesting to your audience and, therefore, which are most likely to convert them when used in specific ad campaigns or groups. This review allows us to make recommendations to update your landing pages or build new landing pages to support your overall strategy.
Then, we create a programmatic advertising media plan that includes data about your target audience, estimated performance metrics (impressions, clicks, cost per lead, cost per click, etc.), and integration with your current CRM system for tracking and measuring conversions. We also incorporate any other needs you have or recommendations we’ve made for improved performance.
The final step in this stage comprises completing research in which we identify possible conversion events, “walk through” them individually and determine any tracking needs. We create a tracking plan that features all the pixels that will be placed on each ad and specific directions for implementation. When your business’s internal web development team verifies that implementation has been successful, we test conversion events for each media placement.
Our review process is ongoing and crucial to the success of your project. We’ll review our original goals and identify any adjustments we can make to improve the outcome. You will receive monthly reports that feature data about the past month and strategies for the upcoming month to ensure you are effectively reaching your desired KPIs. Aside from the reports we send, you will always have access to the raw data and analytics so you can make important business decisions to support future efforts.
During this stage, we will view the real-time results of our strategy to ensure your business is succeeding and driving effective results.We’ll be proactive in our approach and make optimizations that help you meet and exceed your defined targets.
What Is Programmatic Advertising?
Programmatic advertising is an efficient and versatile way of buying digital advertising in which a computer program goes through the process of buying an ad rather than a human. This allows for more targeted and successful ad placement without the drudgery and time commitment required by traditional advertising processes. With programmatic advertising, you can precisely tailor your advertising efforts to a specific audience using the online platforms that they prefer. You can develop ads on a variety of mediums, including mobile ads, video ads, and social media ads. In this way, you reach them on their own turf and are more likely to run a successful campaign while collecting a higher ROI on your advertising spend.
How Does Programmatic Display Advertising Work?
Programmatic ads collect information on users, such as what they search for, what they like, and when they purchase online. With this information, programmatic ads target the specific demographics that are most likely to engage with your product or service. The criteria for these targets can get ultra-specific, making them more successful than other ad methods. Rather than using your budget to do blanket advertising, you are spending less money to advertise to people who have already shown interest in similar products and will likely enjoy your offerings.