When it comes to measuring the success of your latest programmatic advertising campaign, having too much data could become overwhelming, so intimately knowing the data allows you to optimize your results on any future programmatic advertising campaigns. But how exactly do you do that? 

In the world of digital marketing, defining your KPIs (Key Performance Indicators) is the most effective way to measure the results of any campaign, improve your ROI, and conversions. 

In this article, we wanted to show you some tips on how to define your KPIs to optimize your campaign. 

1. Set your KPIs efficiently

If you’re shooting for Saturn but only actually prepared and planned for the Moon, you’re going to miss every campaign you launch. Goals are important, they help determine your ad campaign settings, so lay them out wisely.

Some of the most common goals that can be achieved through using programmatic advertising are: 

  • Reach new audiences.
  • Grow brand awareness.
  • Retain and re-engage existing customers.
  • Boost your ROI.
  • Increase ad visibility.
  • Target your audiences with greater efficiency.

So when you’re mapping out your next ad campaign, set a realistic goal. This will allow you to define the KPIs working for you, and gather actual useful data for your analytics.

2. Who is your media partner

Now that you’ve mapped out the ad campaign, it’s time to figure out which demand-side platform (DSP) to use. Selecting the appropriate partner will give you control and visibility of the media buying process.  Depending on your goals and business priority, make sure to work with a partner that understands your business.

3. What are your campaign parameters? 

Now that you have the goals and media partner selected, what are the parameters for your new campaign? This is where you thoroughly outline the KPIs so that you can then align them to an ad buying strategy.  Define for start and end dates, target audiences, pricing and goals. Taking the time to know these intimate details will allow you to properly plan your campaign’s execution. 

4. Trust the data

No ad campaign works without quality data. Whether you’re basing it on first, second, or third party data make sure you trust where it’s coming from. When enriching your own data with other sources, have an expert team normalize the fields to take maximum advantage.

5. Define your target audience

Your target audience is the final key for your planning.  Don’t stop just defining demographics, digital advertising has many more levers to pull and knowing those levers make the difference between reaching your customers or becoming part of the clutter.

These are just a few ways to properly plan your programmatic KPIs for your next campaign. Taking these steps while ensuring the data you collect from the campaign is accurate, valuable, and trusted is the basis to constantly develop more effective strategies in the future.  

If you are ready to put together full-stack advertising programs, EKN has the process, people and technology to make it happen.  Let’s Talk!

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