Post on 19-Mar-2017
&
We Know Programmatic:
Ask Us Anything
HOSTED BY:
Presenters• Bryan Gaynor
– Account Manager at Hanapin Marketing– PPC Hero Blogger
– @BryanGaynor12
• Emma Franks– Account Manager at Hanapin Marketing– PPC Hero News
– @akaEmmaLouise
Who is Hanapin?– Run the world’s most popular PPC
blog and conference.– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a 250% increase in their growth trajectory.
#thinkppc
Our Clients
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
Live Poll Question #1
How long have you been working with Programmatic?#thinkppcA. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
What do we mean by “Programmatic”?
● Real-time, Automated Auctions
● Both Buyers and Sellers Competing for Impressions
● Audience & Persona Focused
(Being in the Right Place at the Right Time)
Why we love it...
❏ Reach
❏ Transparency
❏ Control
Data-Driven & Automated
Why it’s confusing…
Each solution has its own distinct values
➔ Exclusive access to text inventory.➔ AdWords integration allows for unique features like
Remarketing Lists for Search Ads.➔ Alternative bidding types: Cost-Per-Click, Cost-Per-
Engagement
Demand Side Platforms
➔ Greater inventory access (2X+) than GDN.➔ Greater pool of audiences to enable engagement with
more recent visitors.➔ Integration with data providers to allow for 3rd party data
and 1st party data (via DMP) targeting and attribution.
How does it fit with my other PPC strategies?
Search
❖ Fill the Funnel: use insights from search ads and analytics to create personas - then speak directly to those individuals
❖ Reengage: target previous visitors to remind them why they should return
Social
➔ Greet Your Audience: introduce users to your brand before asking them to engage. Meet them where they are, rather than waiting for them to come to you
➔ Build Loyalty and Trust: show your brand’s values and personality with consistency across various media
How does it fit with my other PPC strategies?
Display
★ Amplify Your Success: find the best rates and positions for placements you already know generate quality clicks
★ Increase Transparency: gain increased control over where your ads are showing and to whom
How does it fit with my other PPC strategies?
Things To Look Out For
Exchange Reports:
Pull campaign reports, segmented by exchange and see what exchanges your ads are serving on.
Device:
Campaign Performance by Device. Is there opportunity to break out to specific devices? Do certain device models perform better?
Site List Reports:
You are paying for impression, make sure it is valuable.
Issues in the Industry
Ad Fraud: Fake impressions and traffic that can impact overall reporting
Brand Safety: Make sure that the ads are showing where they are supposed to be and that the content is within brand guidlines
Cost: High Minimums, Pay CPM vs CPC.
Q&A Time!
“What is your optimization process like? How do you add value with it being so automated?”
Q&A Time!
Q&A Time!
“How do I explain programmatic to a client without it sounding like AdWords Display Advertising?”
Q&A Time!
“How can agencies with no programmatic experience and clients with more moderate
budgets leverage programmatic?”
Q&A Time!
“Which DSP service should I choose? What is your recommendation?”
Offers!
A. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)
B. No Thanks!
Q&A Time!
“How do you manage a programmatic strategy when you are not doing it in house?”
Q&A Time!
“How do you measure transparency in programmatic? There are so many layers of DSP and smaller vendors adding their commissions.
How do you trust their reporting and verify the CPC which the exchange is charging you?”
Thank you for attending our webinar! #thinkppc
• Contact Us Directly: marketing@hanapinmarketing.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero conf