How to setup a Programmatic Advertising Campaign — Helene Parker // French/West/Vaughan

Quotes

• Testing the Programmatic Advertising Channel (03:02) The first thing that needs to be done before even talking about the strategy is asking questions such as - What is your ultimate goal?; What is your marketing objective?; etc. This is going to help us decide how long the campaign should be, how much we should spend, where and who we should target, etc. Another thing we pay attention to is data - we always ask how much data our client has and we try our best to utilize it. For example, you can track if testing a specific job title is performing well or not. Another positive thing is the fact that you're able to track every single attribution within using a DSP. Using a DSP will allow you to have that attribution and that analysis. The Required Investment (11:11) I can’t give you a specific number as this depends on many variables. In the case of a MarTech podcast, I would recommend working with an agency that will be able to better assume the initial costs. They can negotiate with the data partner. The initial cost would be that CPM fee. And some data providers have an additional CPA fee. Typically you would be looking at $5 CPM at the end of the day but there are some ways to make it more cost efficient. In the case of a MarTech podcast, you would probably be looking at $1.50 to $3 CPM in addition to your winning bid. My professional recommendation is to never go above $4 data feed as that is quite expensive. You can work well with a data partner that's charging you $1.50 to $2.50 for your audience segments. It all depends on your industry and the niche you are trying to target. If you want to do this via social media platforms such as Facebook, I recommend uploading your CRM data and reapplying it on Facebook. Last Bits of Advice (21:23) Make sure you select your partners carefully. Reevaluate your why, pay attention to how much time and investment will be necessary. Ask specific questions such as ‘Do you have access to data providers’ and ‘How transparent will the report be?’. You should also be allowed to see the data in real time.