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Optimization techniques in Programmatic Advertising

Optimization is the process of improving a programmatic ad campaign’s performance in real-time based on data.


Step 1: Gather Insights

It all starts with gathering useful data on your campaigns. One of the programmatic optimization strategies is to split your campaign into different iterations and run them during different times of the day and different days of the week, with differing frequency caps. Keep a note of what times of the day you get the most engagement. In addition, track the creatives that fetch the maximum engagement.

It is important not to bundle the iterations of a campaign and calculate cumulative engagement rates. The goal here is to discard ineffective iterations.


Step 2: Adjust Your Bids

Once you have identified the creatives, days, and demographics that are garnering the maximum engagement, it is time to optimize your ad spend. This can be done in any or all of the following ways:

  • Bid higher for publishers that fetch you higher engagement. Alternatively, you can allocate more budget to such publishers.
  • Bid higher for the most engaging times of the day or the week. For instance, during Ramadan, Indonesians are most active on e-commerce sites between 3 a.m. and 6 a.m.
  • Bid higher for the best-performing keywords and/or demographics to optimize your campaign for the web.
  • Use retargeting and increase your bids for people who, you think, are closest to conversion.
  • In the case of mobile advertising, location can be a key factor to optimize.
  • Mix and match between the strategies above until the campaign ends. It is important that you don’t optimize too much, though. If you are spending too much time on the finer details, you are doing programmatic advertising wrong.


Step 3: Post-Campaign Analysis

Once the campaign has ended, it is time to analyze the results. Note the targets that you met, and try to come up with reasons for the success. The same goes for failures. You should also compare your engaged audience with the target audience to better understand the people who are more likely to buy from you.

To learn at your own pace you can also refer to our Doubleclick tutorial.