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Diving Deeper into Programmatic: Succeeding Beyond the PPC Landscape

Programmatic technology allows advertisers to take everything they know about their customers and potential customers and deliver a unique experience at each stage of the consumer journey.



Marketing managers are eager to take advantage of these opportunities, but many struggle to adapt and fully leverage the channel’s unique capabilities. CPM-based buying models and highly-flexible targeting complicate the transition away from PPC-only advertising, leaving many advertisers unsure of where to start.



In this webinar, Hanapin’s John Williams and MightyHive’s Ellen Perfect discuss programmatic’s expanding role within a mature digital strategy and walk through the ways advertisers can change their approach to the channel.

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Diving Deeper into Programmatic: Succeeding Beyond the PPC Landscape

  1. 1. MightyHive + Hanapin - Oct. 24 Title TBD
  2. 2. PRESENTERS Ellen Perfect ● Senior Account Manager at MightyHive ● @MightyHive John Williams ● Senior Account Manager at Hanapin Marketing ● @PPCHero
  3. 3. We make our clients 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. 4. MIGHTYHIVE HELPS MARKETERS TAKE CONTROL 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. 5. Include the hashtag #thinkppc in your Twitter tweets, or use the webinar question box to send us questions. JOIN THE CONVERSATION
  6. 6. What is your estimated monthly advertising budget? A. $1 - $5000 B. $5,001 - $10,000 C. $10,001 - $50,000 D. $50,001+
  7. 7. TODAY YOU WILL LEARN Diving Deeper into Programmatic Reasons advertisers pursue CPM buying Programmatic Strategy Essentials Sample Campaign Set-Up
  8. 8. Many advertisers view CPM buying as a risk they can’t afford. OVERSPENDEFFICIENCY wasting understand results ATTRIBUTION
  9. 9. PROGRAMMATIC: A CHANNEL ADVERTISERS CAN’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. 10. ESSENTIALS OF PROGRAMMATIC STRATEGY MAXIMIZING REACH 20x more impressions SETTING KPIS OPTIMIZATION
  11. 11. MAXIMIZING REACH WITH PROGRAMMATIC
  12. 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. 13. PRE-SEARCH USERS PROGRAMMATIC BUILDS TOP-OF-FUNNEL AWARENESS BEFORE SEARCHES EVER HAPPEN demographic, contextual, or interest-based tactics have not performed a search yet RETENTION AWARENESS CONSIDERATION PURCHASE
  14. 14. Lookalike modeling finds users who are similar to your most valuable converters
  15. 15. ENHANCE YOUR AUDIENCE DATA WITH ADDITIONAL TARGETING FEATURES ACCESS large-scale purchase intender audiences APPLY contextual and keyword strategies TARGET affinity- and interest-based audiences
  16. 16. ANALYZE AUDIENCES TO FIND NEW TACTICS Select Visualize View
  17. 17. SETTING KPIs
  18. 18. Common success metrics in programmatic campaigns VIEWABILITY exposure? REACH influence CPA action?
  19. 19. USE MULTIPLE PIXELS TO 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/
  20. 20. OPTIMIZATION
  21. 21. WHY ADVERTISERS OPTIMIZE Pay the right price for each user Drive spend toward top performers Keep budgets and pacing on track
  22. 22. CAMPAIGN STRUCTURE AND PLATFORM ALGORITHMS REMOVE THE MANUAL LABOR FROM OPTIMIZING LINE ITEMS ALGORITHMSUSERS hanapin@mightyhive.com
  23. 23. BIDDING ALGORITHMS MAKE OPTIMIZING SPEND SIMPLE MINIMIZE: FIXED BID: MEET OR BEAT: hanapin@mightyhive.com
  24. 24. Use more granular reports to identify deeper efficiencies CREATIVE INVENTORY TIME OF DAY DEMOGRAPHICS ENVIRONMENT
  25. 25. GETTING STARTED...
  26. 26. Before stepping into the programmatic platform: TRACK THE USER JOURNEY SELECT TACTICS TO TESTIDENTIFY THE KEY KPIs
  27. 27. Setting up your programmatic campaign LINE ITEMSINSERTION ORDERS ● ● ● ● ●
  28. 28. EXCLUSIONS: TARGETING BEST PRACTICES...
  29. 29. BRAND SAFETY: TARGETING BEST PRACTICES...
  30. 30. CAMPAIGN MAINTENANCE... MONITORING: OPTIMIZING:
  31. 31. For our webinar attendees today: 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.
  32. 32. Questions?

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