Evaluating programmatic vs paid social campaigns? — Brian Kroll // AdTaxi

Quotes

• “It has a lot to do with what somebody is offering. Some brands do exceptionally well with social depending on who you are trying to reach.” -Brian “I don’t believe in putting all of your eggs in one basket. We all have to be, to an extent, ruthless with our budget. It is money that if we don’t use to acquire customers couldbe used to somewhere else.” -Brian “One way that I think is really interesting is to run re-marketing campaigns to start with.” -Brian “The way to test the various social channels is not just to throw a budget at them and see if you can find a signal. Take the data that you have, start at the bottom of your funnel and see if you can get a conversion. See if you can reach and look at what those conversion rates are and work your way up the funnel.” -Ben “It depends on how you look at your attribution as well, too. When you think about how a direct conversion and micro-conversions play into the funnel, you have your nurturing channels and your conversion channels and straight-up brand awareness. All of these platforms do the thing and it just dependson how you use it.” -Brian “While people only think in direct response, they don’t value necessarily the actual display clicks because a lot of people measure things in Google Analytics and they may say that there’s a lot of clicks and it just comes through and didn’t really do anything for me.” -Brian“Now when you think about how people shop even for retail, if you’re on the checkout page and you see, ‘have a promo code enter here’ what’s the first thing you’re going to do? Probably search for more promo codes just to see if you can use any for this advertiser.” -Brian “All of these things impacted but looking at from an attrition standpoint, how does programmatic, how does display nurture the funnel, create the opportunities and improve close rates, I think it’s an incredibly power medium in any business. It just depends on how you make sure you have the strategy for it.” -Brian “It seems like the idea here is that display is a great awareness builder and that’s why when we think about evaluating the performance of the campaign into what is the view through metrics look like.” -Ben “If you’re looking to build impulse if you have a product that is very visual by nature, if you’re looking for someone to discover that they need the product, the social media channels are great.” -Ben “Where programmatic advertising comes in is building that awareness and staying in front of people all of the time, so when they get to the point of making a decision they are ready to choose your brand. Essentially moving your non-branded search to branded or direct.” -Ben“Display works on the bottom of the funnel too. From a re-marketing perspective standpoint, remarketing is a concept and works well. The best advice I can give there is to change up your messaging.” -Brian “Everything is going to have a different cost. Even within the platforms, you are going to see different costs. It goes back to price vs. performance. What did I pay for this and what did I get. That’s the key.” -Brian “You shouldn’t be looking at what the cost is for the media, what you should be looking at is what is the value of the conversion is.” -Ben