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Diving Deeper into Programmatic: Succeeding Beyond the PPC Landscape
The document outlines a webinar presented by MightyHive and Hanapin Marketing, focusing on programmatic advertising strategies and optimization techniques. Key topics include the growth of programmatic buying, best practices for audience targeting, and the importance of setting key performance indicators (KPIs). Attendees can engage through question submissions and indicate interest in further consultations.
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Diving Deeper into Programmatic: Succeeding Beyond the PPC Landscape
- 1. MightyHive + Hanapin- Oct. 24 Title TBD
- 2. PRESENTERS Ellen Perfect ● SeniorAccount Manager at MightyHive ● @MightyHive John Williams ● Senior Account Manager at Hanapin Marketing ● @PPCHero
- 3. We make ourclients the heroes of their organization. We’re a digital marketing agency with deep expertise in a narrow-range of high-growth digital marketing solutions including paid search, paid social, programmatic and conversion rate optimization. We help complex businesses that have multiple brands, products, locations and/or services grow and expand their business. Hanapin also produces:
- 4. MIGHTYHIVE HELPS MARKETERS TAKECONTROL OF THEIR DIGITAL FUTURES MightyHive is a new breed of media consultancy for global brands & agencies seeking transformative marketing results. One of the largest and fastest-growing programmatic buyers in the world, we offer a unique combination of tools, training, and guidance designed to empower your organization to quickly gain expertise and improve results.
- 5. Include the hashtag#thinkppc in your Twitter tweets, or use the webinar question box to send us questions. JOIN THE CONVERSATION
- 6. What is your estimatedmonthly advertising budget? A. $1 - $5000 B. $5,001 - $10,000 C. $10,001 - $50,000 D. $50,001+
- 7. TODAY YOU WILL LEARN DivingDeeper into Programmatic Reasons advertisers pursue CPM buying Programmatic Strategy Essentials Sample Campaign Set-Up
- 8. Many advertisers viewCPM buying as a risk they can’t afford. OVERSPENDEFFICIENCY wasting understand results ATTRIBUTION
- 9. PROGRAMMATIC: A CHANNEL ADVERTISERSCAN’T AFFORD TO IGNORE Reach a 20x larger audience. 100 billion display impressions. Find new customers. top performing channel for reaching new customers Keep up with your competitors. grew 24% in 2019. Extend across channels. cross-channel marketing capabilities were a top benefit of the channel. 100 billion impressions per day +24% programmatic growth in 2019 21% cite programmatic as top-performing 40% cite cross-channel benefits
- 10. ESSENTIALS OF PROGRAMMATICSTRATEGY MAXIMIZING REACH 20x more impressions SETTING KPIS OPTIMIZATION
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- 12. IN PPC ADVERTISING,YOU’RE LIMITED TO CUSTOMERS WHO HAVE PERFORMED A SEARCH RETENTION AWARENESS CONSIDERATION PURCHASE PPC only reaches some of these customers PPC can’t reach any of these customers PPC works best here
- 13. PRE-SEARCH USERS PROGRAMMATIC BUILDS TOP-OF-FUNNELAWARENESS BEFORE SEARCHES EVER HAPPEN demographic, contextual, or interest-based tactics have not performed a search yet RETENTION AWARENESS CONSIDERATION PURCHASE
- 14. Lookalike modeling finds users whoare similar to your most valuable converters
- 15. ENHANCE YOUR AUDIENCEDATA WITH ADDITIONAL TARGETING FEATURES ACCESS large-scale purchase intender audiences APPLY contextual and keyword strategies TARGET affinity- and interest-based audiences
- 16. ANALYZE AUDIENCES TOFIND NEW TACTICS Select Visualize View
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- 19. USE MULTIPLE PIXELSTO TRACK INTERACTIONS WITH YOUR BRAND AND SEGMENT AUDIENCES BY VALUE RETENTION AWARENESS CONSIDERATION PURCHASE PRE-SEARCH USERS RETENTION AWARENESS CONSIDERATION PURCHASE Learn more about how Safari ITP and other changes are affecting tracking. DOWNLOAD: mightyhive.com/digital-privacy-report/
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- 21. WHY ADVERTISERS OPTIMIZE Paythe right price for each user Drive spend toward top performers Keep budgets and pacing on track
- 22. CAMPAIGN STRUCTURE ANDPLATFORM ALGORITHMS REMOVE THE MANUAL LABOR FROM OPTIMIZING LINE ITEMS ALGORITHMSUSERS hanapin@mightyhive.com
- 23. BIDDING ALGORITHMS MAKEOPTIMIZING SPEND SIMPLE MINIMIZE: FIXED BID: MEET OR BEAT: hanapin@mightyhive.com
- 24. Use more granular reports to identify deeper efficiencies CREATIVE INVENTORY TIMEOF DAY DEMOGRAPHICS ENVIRONMENT
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- 26. Before stepping intothe programmatic platform: TRACK THE USER JOURNEY SELECT TACTICS TO TESTIDENTIFY THE KEY KPIs
- 27. Setting up yourprogrammatic campaign LINE ITEMSINSERTION ORDERS ● ● ● ● ●
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- 31. For our webinar attendeestoday: A. I’d like a DV360 consultation from MightyHive. B. I’d like more information on Hero Conf from Hanapin. C. All of the above. D. No, thanks.
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