In digital marketing, a marketer’s work is never done. With the many options available that can bring the ideal customer closer, campaign management is also about constant optimization. Optimizing a campaign can involve a lot more than simple A/B testing on a creative. With programmatic ad buying, you can tweak and test more than your creative, and each parameter will net a different audience and a different result.
Here’s a quick rundown of the different targeting parameters that are usually available for optimizing. (All of these are available on our platform but this may differ with different platforms.)
- Banner Size — Depending on the screen real estate, you may choose to vary the size of your banner. Knowing the device and operating system can influence your decision about banner size.
- Category — Depending on the segmentation of your target market, you might choose to show ads only to certain personas or categories. Your message would be different for parents compared to young hipster professionals, for example, even if they both could use your product.
- Device — Ads might be different depending on the device. For example, you might want an interstitial ad on a tablet because of the larger screen real estate but prefer banners on cellphones. Or maybe your product only works on Apple devices. There are many reasons that the device type could make a difference to your campaign response.
- ISP —If your campaign targets customers of a particular ISP, you can restrict delivery of your message to its customers so it doesn’t miss the mark
- Location — If you sell a product or service regionally, you don’t gain anything by serving ads outside the region. Even if you sell globally, you might also want to localize the ads with the name or location of the nearest dealer or shopping site.
- Operating System — The operating system matters if you want to target Windows, iOS and Android devices differently. Perhaps you have different outlets for your products on the different operating systems, or maybe your product doesn’t run on one of the platforms. Or you might be clued in enough to gauge that your target persona usually carries Apple devices.
- Selected Apps — Some apps have a natural affinity with your product, and you may want to “white hat” these. Others may not mesh well with your brand or target audience, and you may want to ensure your ads never appear on these sites. You can easily manage by “black hatting” these sites, ensuring you never pay for impressions you don’t want.
- Specific Exchange — Some exchanges specialize by type of traffic, region or type of apps, and you might find over time that these work better for you than others. Maximize your results by defining which exchanges work best for you.
- Static, Rich Media and Interstitial Ads — Depending on the impression you want to make—as well as your budget—you may choose to include rich media such as sound and video in your ads. You may specify an interstitial ad—one that comes between the user and the site for a limited time—when users are on tablets and Wi-Fi, but not for phones when on carrier, for example.
- Time of Day —An coupon for a large coffee works better in the morning than it does mid-afternoon, and it makes no sense to try to drive traffic to your store when it’s closed. Specifying or limiting the times when your ad appears can save you money and increase overall campaign effectiveness.
- Wi-Fi or Carrier—You might not want to deliver your ad if mobile users are on carrier because of response time or data usage considerations.
Some might say that campaign optimization is an art, while others might view it purely as a science. Whether you choose to look at the numbers or if you’re willing to take a few chances, knowing what parameters are available can go a long way in helping you in your decisions.
All the best!