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Understanding the Ins and Outs of Programmatic for PPC

In this presentation, Founder and CEO of MightyHive Pete Kim will join Hanapin Account Manager Bryan Gaynor to tell you all about the importance of implementing programmatic advertising into your PPC strategy. From day-to-day operations to explaining its importance to your CMO, we’ll give you expert insights on the world of programmatic.

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Understanding the Ins and Outs of Programmatic for PPC

  1. 1. #thinkppc &HOSTED BY: Understanding the Ins and Outs of Programmatic for PPC
  2. 2. #thinkppc Presenters • Pete Kim – Founder and CEO of MightyHive – @petekim – @mightyhive • Bryan Gaynor – Account Manager at Hanapin Marketing – PPC Hero Blogger – @BryanGaynor12
  3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  4. 4. #thinkppc Who is Hanapin? – Run the world’s most popular PPC blog and conference. – We manage and optimize global paid search, paid social, and display programs. – Within 12 months, brands can expect a 250% increase in their growth trajectory.
  5. 5. #thinkppc Our Clients
  6. 6. #thinkppc Who is MightyHive? ● We are a Programmatic Solutions Provider offering industry-leading technology solutions alongside first class service, training & support ● MightyHive is DoubleClick's largest & fastest growing Certified Marketing Partner. ● Support DoubleClick Bid Manager, DoubleClick Campaign Manager, DoubleClick Search and Google Product & Dev Reporting & Dashboarding Programmatic Management Tools API Development Creative Development Tech Ecosystem Programmatic Full Stack Publisher & Data Customization Systems Integration Training Consulting Technical Strategic Architecting Management
  7. 7. #thinkppc Live Poll Question #1 How much experience do you have with Programmatic? A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  8. 8. #thinkppc Agenda What Is Programmatic, Anyway? Why Programmatic? Service & Support Choices are As Important as Tech Some Programmatic Options for PPC Buyers Next Steps
  9. 9. #thinkppc What is Programmatic? Programmatic is a methodology, rather than any specific technology. Programmatic describes the shift in online advertising from managing many direct one-to-one relationships to centralizing your online campaign management using software. TRANSPARE NT EFFICIENT DYNAMICAL LY OPTIMIZED DATA DRIVEN REAL TIME
  10. 10. #thinkppc Decisioning Inventory Creative Feedback MARKETING PLAN Data Programmatic is not just a buying practice, it’s the foundation of the future
  11. 11. #thinkppc Why Programmatic?
  12. 12. #thinkppc If you’ve seen an ad recently, odds are it’s because of programmatic 78% of US Display Spending will be programmatic by the end of the year 2014 2015 20172016 Source: eMarketer, Sept 2016 2018 $11.59 B $17.5 B $25.23 B $31.87 B $37.88 B % of TOTAL DIGITAL DISPLAY SPENDING PROGRAMMATIC DIGITAL DISPLAY SPENDING % CHANGE 55% 73% 82% 145% 51% 26% 19% 44% 78% Source: eMarketer, Sept 2016
  13. 13. #thinkppc Programmatic is ubiquitous, but challenges still exist Complexity Service Capacity PROGRAMMATIC “With programmatic, we’re at the point where adoption at among larger companies has been so high, the natural thing becomes to move it down to the smaller companies” Lauren Fisher eMarketer analyst “Programmatic advertising offers mid-market companies one of the best ways to level the playing field with their big budget rivals” The Five Steps to Programmatic Success: A Guide for the Mid-Market Source: AdExchanger, “Programmatic for the masses?” October 2015, AdMedo, “The Five Steps to Programmatic Success: A Guide for the Mid-Market, 2014
  14. 14. #thinkppc Programmatic evolved faster than service models could keep up TECH SERVICE AD EXCHANGE AD NETWORKS AD SERVING COOKIES SSP DSP DMP VIDEO DYNAMIC CREATIVE VERIFICATION MOBILE ATTRIBUTION AGENCY TRADING DESK INDEPENDENT TRADING DESK 1995 20072005 2009 IN HOUSE STAFF
  15. 15. #thinkppc Ad Networks In-HouseTrading Desks TECH: Black Box SERVICE: Full PRICING: Flat CPM (arbitrage) TECH: Licensed DSP SERVICE: Self PRICING: Full Transparency TECH: Black box and/or 3rd party SERVICE: Full PRICING: Variable often w/ undisclosed service feeSUPPORT TRANSPARE NCY Traditional service models trade support for transparency
  16. 16. #thinkppc MightyHive “Programmatic-As-A-Service” Robust Service, Transparent Pricing, Ultimate Control DoubleClick Campaign Manager Google Analytics SUPPORT SALES DoubleClick Search DoubleClick Bid Manager
  17. 17. #thinkppc Service Tiers & Training Get started on the right tier, get your team up to speed quickly, and move to the tier that makes the most sense long term. Pricing Technology Fee: 15% of media spend Set-Up Fees: $3k for 1-25 logins on DBM Service Fee: Self-Service: 7.5% of total spend Support: 12% of total spend Managed: 15% of total spend (available for 3 mo commitments) Self You're an expert! Platform-direct access to DoubleClick with technical support, systems integration, and training as needed. Support Have a dedicated MightyHive Account Manager train your team and provide strategic & technical support. Managed A dedicated MightyHive Account Manager sets up your campaigns, manages them, optimizes, tests, and provides reporting. Working Together
  18. 18. #thinkppc What does “Getting It Right” mean? Assembly Deployme nt AnalysisOptimization Risk Management Have you selected the right people, process and tech? Is the architecture purpose driven & efficient? Are you employing all relevant features? Are you fully exploiting all data yields? What vulnerabilities exist in your system?
  19. 19. CREATIV E FEEDBAC K DATA - 1st & 3rd Party Activation - Audience Center - Affinity Targeting - Look-a-like modeling - Audience Analysis - Segmentation - Performance Testing - Data Transfer Files DCLK STACK SALES - Unified Customer View Architecture - Data Onboarding - DMP & Publisher Integrations - Data Transfer Integrations DCLK STACK SERVICES PROGRAMMATIC ADVISORY - Prog. Guaranteed - Private Marketplace - Exchanges - Media Efficiency Audits - Media Negotiation (PMP) - Media Consolidation - Viewability Management - Pre-packaged Pub Deals - Managed Media Quality - Vendor Mgmt & Negotiation - Analytics 360 - Tag Manager - Attribution Reporting - Data Studio - Analytics Installation - Tag Deployment - Attribution Modeling - DDA Deployment - Offline Sales Integration - Incrementality Testing - Offline Sales Data - External Integrations - Sitewide Tag Deployment Consulting - Creative Studio - Google Web Designer - Programmatic YouTube - Rich Media Production - Dynamic Feed Building - Quality Assurance /Troubleshooting - GMC Integration - External Integrations & Feed Building - Asset Sourcing (eCommerce, Autos etc.) - Campaign Manager - Bid Manager - Search INVENTO RY DECISIONI NG SERVICES - Trafficking Services - Media Buying Services - Light Perf. Optimization - Incremental Vendor Testing - Centralized Planning - Malware/Fraud Detect
  20. 20. #thinkppc Programmatic Options for PPC
  21. 21. #thinkppc PPC buyers’ 1st programmatic encounter is remarketing but the real value is much greater ACTIVE EVALUATION LOYALTY LOOP POST-PURCHASE EXPERIENCE Moment of Purchase Initial Consideration Set Trigger Information gathering, shopping Ongoing exposure Source: McKinsey, 2009
  22. 22. #thinkppcSource: McKinsey, 2009 PPC Buyers have options to leverage programmatic Google’s content network, places ads in most relevant places achieving performance through targeting and attribution. WHAT: Ad network w/in Google AdWords INVENTORY: AdSense and DoubleClick Ad Exchange (AdX) partner sites, Google properties such as YouTube, Gmail, Maps,etc. Enables advertisers, agencies and agency trading desks to buy and optimize display media across multiple ad exchanges and extensive 3rd party data partners. WHAT: Standalone enterprise software with transparent cost-plus pricing. INVENTORY: All ad exchanges including AdX, Right Media, AppNexus, OpenX, Rubicon, Pubmatic, etc. A B
  23. 23. #thinkppc ➔ Exclusive access to text inventory. ➔ AdWords integration allows for unique features like Remarketing Lists for Search Ads. ➔ Alternative bidding types: Cost-Per-Click, Cost-Per-Engagement A B Demand Side Platforms ➔ Greater inventory access (2X+) than GDN. ➔ Greater pool of audiences to enable engagement with more recent visitors. ➔ Integration with data providers to allow for 3rd party data and 1st party data (via DMP) targeting and attribution. Each solution has its own distinct values
  24. 24. #thinkppc Appendix
  25. 25. #thinkppc What is Programmatic ● Technology-assisted automation of the buying, selling and optimization of online ads. ● Real Time Bidding (RTB) - Buying and selling of online ad space through live auctions. These auctions take place during the time in which a page loads. ● Private Marketplace (PMP) - Premium Sales Channel using RTB to facilitate direct buys ● Direct Guaranteed - Automated workflow and excecution for directly sold publisher inventory
  26. 26. #thinkppc What it looks like….really
  27. 27. #thinkppc What it looks like….basically
  28. 28. #thinkppc What it looks like….basically PUBLISHERSADVERTISERS 1ST PARTY DATA 3RD PARTY DATA DEMAND SIDE PLATFORM EXCHANGE EXCHANGE EXCHANGE EXCHANGE
  29. 29. #thinkppc Key Players · DSPs, (Demand Side Platforms) are where your campaigns are created, managed and optimized. It is the programmatic equivalent to the Adwords UI. · DMPs (Data Management Platform) collects and analyze a vast amounts of user behavior and cookie data. Marketers can segment and create new audiences to target based on their specific strategy and goals of their campaigns. · SSPs (Supply Side Platform). When an ad space goes into a programmatic option, the role of the Supply Side Platform is to determine which ad is the right one to show to the user at that time. These auctions are concluded within milliseconds. · Publishers: Publishers are the site or app where ads are ultimately shown. Typically, publishers use SSPs and exchanges to auction off their unsold inventory automatically.
  30. 30. #thinkppc Why Should I? ● The consumer journey has changed ● Programmatic technology allows advertisers deliver a unique experience at each stage in the consumer journey. ● Display is expected to outspend search by the end of 2017 with 72% of these ads being bought programmatically. ● Advertisers (and Competitors) are becoming aware. Searches around programmatic have increased over the past 5 years
  31. 31. #thinkppc Offers! A. Waive the setup fee for MightyHive commitments of 2 months or more B. I’d like a copy of “26 Signs You Need a New Agency” C. Both D. No Thanks!
  32. 32. #thinkppc Live Q&A Time!
  33. 33. #thinkppc Thank you for attending our webinar! #thinkppc Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com MightyHive Feedback: sales@mightyhive.com

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