With the increasing competition in the digital space, marketing optimization has become a number one priority for many brands as they see less and less from their previously effective marketing investment
After pausing some of their digital campaigns in 2020, brands are now turning various campaigns back on. But a vast majority of them are more cautious about what they turn back on and what they pay for. Most brands are now asking more questions, doing audits, and challenging assumptions. Since the pandemic has already resulted in many changes, now would be the best time to make some adjustments.
There are various optimizations that brands can immediately make to reduce waste and improve business outcomes from their digital advertising campaigns.
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Detailed Placement Reports
First and foremost, brands need to obtain detailed reports about where their ads have been running and insist on getting them before continuing to spend.
Placement Reports provide detailed, site-level performance metrics for ads, which can help optimize campaigns for conversions, CTR, and so on. Detailed placement reports can help brands optimize campaign performance.
Brands must also ask for a detailed list of domains and apps that have carried the ads to see if there are any that are eating up their ad budgets.
Auditing Campaigns with Analytics
In addition to getting detailed reports about where the ads ran, businesses should also know if their ad were shown to a human or a bot. When enterprises buy a lot of low-cost ads, it is highly likely that their ads are being shown to bots. This is because long-tail sites don’t have large human audiences as they generally have niche content, and they buy most of their traffic from botnets.
Also, just because fraud detection vendors fail to detect these as bots, it doesn’t signify that they are humans. Moreover, fraudulent sites can also cheat in other ways like ad stacking, pixel stuffing, and pop-unders.
Digital Marketing Optimizations
Minimize targeting – Businesses often pay for too many targeting parameters, thinking that hyper-targeting will result in more relevant ads. The issue here is that the data used for targeting can be inaccurate, so even if they pay more for more targeting, the results may actually be worse. Businesses should think of targeting as – reduction of ads shown to the wrong people. It will prevent them from paying for too many parameters and help them save money.
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Buy fewer ad impressions – Businesses should try reducing the volume of ads they buy since they are mostly wasted, either because they are shown to bots, or they are shown on fraudulent and fake sites and apps.
Pay higher CPMs – Businesses should buy smaller quantities of ads and invest them in higher CPMs. This means they will buy more ads from legitimate publishers. Even if they pay higher CPMs, they will still spend less because they are buying fewer impressions. Paying for higher CPMs means the ads will more be likely be shown on legitimate, mainstream publishers, and this further reduces the risk of exposure to bots and ad fraud.
Monitor campaigns with analytics – All businesses pay for fraud detection to help detect their way out of trouble when buying on ad exchanges. But with analytics, companies can go one step ahead and monitor the campaigns and analyze if the fraud detection systems in place are working or not. If they still see strange apps and sites eating up their ad budgets, they can add those to block lists and further clean their own campaigns.
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