+733% Conversions: Unveiling the Power of Programmatic Advertising

Welcome to our journey through the world of programmatic advertising. We’re excited to share how a carefully thought-out optimisation strategy enhanced our conversion rates to levels we never thought possible.

This success story is more than just numbers – it’s a real testament to the impact of making decisions based on real data. You’ll see how our journey transformed not only our programmatic campaigns but also how it impacted the efficiency of our entire paid media strategy.

Our Objective

Our goal was clear: elevate conversion rates while maintaining cost-effectiveness. 

Recognising the integral role of an integrated paid media strategy, our client understood that success lay in seamlessly blending programmatic efforts with other paid media channels. 

This strategic synergy ensured that programmatic conversions not only contributed to their specific sources but also complemented search and social campaigns. 

The ultimate goal was to create a visual impact on users, stimulating purchase intent across various touchpoints in the customer journey.

Our Approach

Embarking on this journey, we adopted a targeted optimization approach, focusing on several critical aspects.

Firstly, we concentrated on consolidating insertion orders to empower the platform to autonomously allocate the budget. 

This involved leveraging programmatic technology that utilises algorithms to distribute the allocated budget across various targets based on real-time data and performance metrics. 

For example, within our campaign, there was a broad target driving substantial traffic but struggling to convert effectively. 

Initially, we included this target in the same insertion order as our retargeting efforts and the majority of the budget was allocated to the underperforming broad target rather than the more strategic retargeting audience. 

To address this, we decided to pause the underperforming broad target and established a distinct insertion order exclusively for retargeting, alongside other high-converting targets. 

This adjustment not only enabled a more substantial budget allocation to the retargeting audience but also improved the overall consolidation of our campaign targets.

Second, we refined our strategy by proactively pausing underperforming targets and exploring alternative ones. 

Our process of identifying underperforming targets involved a meticulous analysis of campaign data, where we closely examined key performance indicators (KPIs) such as conversion rates. 

Once shortcomings were identified, we introduced new targets aligned with audience behaviour and seasonal trends tailored to our client’s requirements. 

For instance, we strategically incorporated competitor targets into our plan after observing that our competitors were raising prices, whereas our client was not. This approach ensured a comprehensive and adaptable strategy.

The iterative process of assessing, adjusting, and optimising targets based on real-time data is a common practice in programmatic advertising, ensuring campaigns remain agile and responsive to changing market dynamics.

Our Results

The conversion results speak for themselves, showcasing the transformative impact of our optimisation strategy.

When comparing the periods from June to August with September to November:

• CONVERSIONS witnessed a remarkable increase of 733%.
• CPA experienced a substantial decrease of 88%.
• CLICKS showed a decrease of 51%.
• TOTAL ASSISTED CONVERSIONS saw a notable increase of 68%.

It’s worth noting that the success of our programmatic campaigns also had a cascading effect on our search conversions. The integrated approach, combining programmatic and search efforts, created a synergistic effect, further amplifying our overall digital advertising performance.

What we’ve learned is that integrating programmatic with search and social efforts can genuinely amplify the effectiveness of our digital advertising performance. It’s like giving your product a super boost, especially if it has a really strong value.

In certain situations where strategic conditions come together, incorporating programmatic advertising becomes a powerful tool capable of significantly improving results. We encourage clients to delve into the possibilities offered by programmatic channels to fully realize the transformative impact it can have on their outcomes.