Biddable Media

4 Steps To A Great Biddable Campaign

Paid media is one of the most effective tools that you have for traffic generation and conversion but for those who are new to it (or even halfway in), it can be tricky to get the right type of traction. We are well aware of how complex paid media can be so to help you get ahead of the game, here are some tips and tricks to make the most of your paid media.

The best way to approach biddable is to have a plan and a process before you launch any advertising campaign. The basic process you should follow includes:

       1. Goal setting: Set criteria to measure success—for you and your customers (the end-users)

Consider your business objectives from the goal-setting discussion and decide how much it’s worth to your business—i.e. Once you have this, work backwards to calculate a suitable budget and cost per lead

       2. Budget: Establish realistic expectations for media spend

Clearly define your paid advertising budget. Set your red lines of what will and won’t work and then outline these to key stakeholders - going over budget/off plan can kill biddable and wider marketing campaigns

       3. Channel selection: what ad formats make the most sense for your campaign?

With a goal and budget, you can come up with a solid plan. The next step in the process is channel and vendor selection. With the ever-changing online advertising environment, sometimes it’s hard just to know what’s out there and available to you. New opportunities, technologies or ad formats pop up all the time. Don’t be overwhelmed; start with the basics and map back to your goals to choose the channels and vendors within your budget.

       4. Vendors and publishing partners: consider where your audience consumes content

Budget permitting, we recommend your media mix includes a variety of channels and vendors.  Omni-channel ad strategies maximize the impact of your message by reaching your audience with multiple touch points throughout their day, reinforcing their relationship with your brand and preventing ad fatigue.

Going through this process is a good idea before launching any campaign. 

Failing Cheap To Find An Effective Build

Paid media is built around massive testing, massive iteration, testing fast and failing frequently. The key to ensuring this is a success is failing cheap to find a workable build. Anyone who says they can do it differently isn’t telling the truth.

The road to success then involves testing multiple variations around the copy, creative, targeting, and so on. With old TV campaigns, it took you a million quid to go test it. You had to shoot a TV campaign, run it, wait a couple of months to see if sales come in.

Now what paid have to do is say “You want that headline? Great. Put it in there. You want that image, put it in there.” It’s going to cost 2-3 quid to figure out if it works and that means you can get game-changing insights in minutes not months.

Affordability whilst testing is key to a successful campaign. Make sure to run a given ad campaign for a week before making any new optimisations. This is the minimum period it’ll take to gain enough useful data to influence your campaign. From this, you can then act on information to improve ad set performance.

Going through this process is the best practice for optimising campaigns. Want ways to improve your paid campaigns? Contact one of our experts.

All Channels Are Good You Just Need To Think Right.

If you have tried any paid media then you will know that not every paid media platform will be a great fit for a given campaign.  A large part of finding success with paid acquisition starts with a base understanding of your audience, where they like to hang out online, and the type of placements that result in conversions.

With so many available targeting options, and the many insights you can learn from with even a small ad spend, the platform and way your audience interact will have implications for paid media efforts that truly reach past the platform itself.

Let's say you want to reach doctors that work at a hospital because I think they’re going to be great for a Ph.D. program. Now targeting a hospital only doesn’t make any sense because half of the people, probably 90 percent of the people at the hospital, aren’t doctors and I would hope doctors aren’t on their phones all day.

How you need to think about it is “how do I layer my audience to hit doctors?”. With this in mind you need to look at other factors that will affect only doctors. A good start would be educational level. Using this thought process you can tailor your targeting to be far more specific and effective.

If you want more ideas on how to tailor your targeting then contact one of our experts