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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