Understanding the Ins and Outs of Programmatic for PPC
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Transcript of Understanding the Ins and Outs of Programmatic for PPC
#thinkppc&HOSTED BY:
Understanding the Ins and Outs of
Programmatic for PPC
#thinkppc
Presenters• Pete Kim
– Founder and CEO of MightyHive
– @petekim
– @mightyhive
• Bryan Gaynor– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @BryanGaynor12
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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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.
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Our Clients
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Who is MightyHive?● We are a Programmatic Solutions Provider offering industry-leading
technology solutions alongside first class service, training & support● MightyHive is DoubleClick's largest & fastest growing Certified Marketing
Partner.● Support DoubleClick Bid Manager, DoubleClick Campaign Manager,
DoubleClick Search and Google
Product & DevReporting & Dashboarding
Programmatic Management ToolsAPI Development
Creative Development
Tech EcosystemProgrammatic Full Stack
Publisher & Data CustomizationSystems Integration
Training
ConsultingTechnicalStrategic
ArchitectingManagement
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Live Poll Question #1
How much experience do you have with Programmatic?
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Agenda
What Is Programmatic, Anyway?Why Programmatic?Service & Support Choices are As Important as TechSome Programmatic Options for PPC BuyersNext Steps
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What is Programmatic?
Programmatic is a methodology, rather than any specific technology.
Programmatic describes the shift in online advertising from managing many direct one-to-one relationships to centralizing your online campaign management using software.
TRANSPARENT
EFFICIENT
DYNAMICALLY
OPTIMIZED
DATA DRIVEN
REAL TIME
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Decisioning Inventory Creative Feedback
MARKETING PLAN
Data
Programmatic is not just a buying practice, it’s the foundation of the future
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Why Programmatic?
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If you’ve seen an ad recently, odds are it’s because of programmatic78% of US Display Spending will be programmatic by the end
of the year
2014 2015 20172016
Source: eMarketer, Sept 2016
2018
$11.59 B $17.5 B
$25.23 B
$31.87 B
$37.88 B
% of TOTAL DIGITAL DISPLAY SPENDINGPROGRAMMATIC DIGITAL DISPLAY SPENDING
% CHANGE
55%
73%82%145%
51%
26% 19%44%
78%
Source: eMarketer, Sept 2016
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Programmatic is ubiquitous, but challenges still exist
Complexity
Service Capacity
PROGRAMMATIC
“With programmatic, we’re at the point where adoption at among larger companies has been so high, the natural thing becomes to move it down to the smaller companies” Lauren FishereMarketer analyst“Programmatic advertising offers mid-market companies one of the best ways to level the playing field with their big budget rivals”The Five Steps to Programmatic Success: A Guide for the Mid-Market
Source: AdExchanger, “Programmatic for the masses?” October 2015, AdMedo, “The Five Steps to Programmatic Success: A Guide for the Mid-Market, 2014
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Programmatic evolved faster than service models could keep up
TECH
SERVICE
AD EXCHANGE
AD NETWORKS
AD SERVING
COOKIES SSP
DSPDMP
VIDEO
DYNAMIC CREATIVE VERIFICATION
MOBILE
ATTRIBUTION
AGENCY TRADING
DESK
INDEPENDENT TRADING
DESK
1995 20072005 2009
IN HOUSE STAFF
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Ad Networks In-HouseTrading
Desks
TECH: Black BoxSERVICE: FullPRICING: Flat CPM (arbitrage)
TECH: Licensed DSPSERVICE: SelfPRICING: Full Transparency
TECH: Black box and/or 3rd party SERVICE: FullPRICING: Variable often w/ undisclosed service feeSUPPORT TRANSPARE
NCY
Traditional service models trade support for transparency
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MightyHive “Programmatic-As-A-Service”Robust Service, Transparent Pricing, Ultimate Control
DoubleClick
Campaign Manager
Google Analytics
SUPPORT
SALES
DoubleClick Search
DoubleClick Bid
Manager
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Service Tiers & TrainingGet started on the right tier, get your team up to speed quickly, and move to the tier that makes the most sense long term.
PricingTechnology Fee: 15% of media spendSet-Up Fees: $3k for 1-25 logins on DBM
Service Fee:Self-Service: 7.5% of total spendSupport: 12% of total spendManaged: 15% of total spend (available for 3 mo commitments)
SelfYou're an expert! Platform-direct access to
DoubleClick with technical support, systems integration, and training as needed.
SupportHave a dedicated MightyHive Account Manager train your team and provide
strategic & technical support.
ManagedA dedicated MightyHive Account Manager sets up your campaigns, manages them, optimizes, tests, and provides reporting.
Working Together
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What does “Getting It Right” mean?
Assembly Deployment AnalysisOptimization
Risk Manageme
nt
Have you selected the right people, process and
tech?
Is the architecture
purpose driven & efficient?
Are you employing all
relevant features?
Are you fully exploiting all data yields?
What vulnerabilities exist in your
system?
CREATIVE
FEEDBACK
DATA
- 1st & 3rd Party Activation- Audience Center- Affinity Targeting- Look-a-like modeling
- Audience Analysis- Segmentation- Performance Testing- Data Transfer Files
DCLK STACK SALES
- Unified Customer View Architecture- Data Onboarding- DMP & Publisher Integrations - Data Transfer Integrations
DCLK STACK SERVICES
PROGRAMMATIC ADVISORY
- Prog. Guaranteed- Private Marketplace- Exchanges
- Media Efficiency Audits- Media Negotiation (PMP)- Media Consolidation- Viewability Management
- Pre-packaged Pub Deals- Managed Media Quality- Vendor Mgmt & Negotiation
- Analytics 360- Tag Manager- Attribution Reporting- Data Studio
- Analytics Installation- Tag Deployment- Attribution Modeling- DDA Deployment- Offline Sales Integration
- Incrementality Testing- Offline Sales Data- External Integrations- Sitewide Tag Deployment Consulting
- Creative Studio- Google Web Designer- Programmatic YouTube
- Rich Media Production- Dynamic Feed Building- Quality Assurance /Troubleshooting- GMC Integration
- External Integrations & Feed Building- Asset Sourcing (eCommerce, Autos etc.)
- Campaign Manager- Bid Manager- Search
INVENTORY
DECISIONING
SERVICES
- Trafficking Services- Media Buying Services- Light Perf. Optimization
- Incremental Vendor Testing- Centralized Planning- Malware/Fraud Detect
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Programmatic Options
for PPC
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PPC buyers’ 1st programmatic encounter is remarketing
but the real value is much greaterACTIVE EVALUATION
LOYALTY LOOP
POST-PURCHASE EXPERIENCE
Moment of PurchaseInitial
Consideration Set
Trigger
Information gathering, shopping
Ongoing exposure
REMARKETING
Source: McKinsey, 2009
#thinkppcSource: McKinsey, 2009
PPC Buyers have options to leverage programmatic
Google’s content network, places ads in most relevant places achieving
performance through targeting and attribution.
WHAT: Ad network w/in Google AdWords
INVENTORY: AdSense and DoubleClick Ad Exchange (AdX) partner sites, Google properties such as YouTube, Gmail, Maps,etc.
Enables advertisers, agencies and agency trading desks to buy and optimize display media across multiple ad exchanges and
extensive 3rd party data partners.WHAT: Standalone enterprise software with transparent cost-plus pricing.
INVENTORY: All ad exchanges including AdX, Right Media, AppNexus, OpenX, Rubicon, Pubmatic, etc.
A
B
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➔ 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
A
B
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.
Each solution has its own distinct values
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Appendix
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What is Programmatic● Technology-assisted automation of the buying, selling and optimization of online ads.
● Real Time Bidding (RTB) - Buying and selling of online ad space through live auctions. These auctions take place during the time in which a page loads.
● Private Marketplace (PMP) - Premium Sales Channel using RTB to facilitate direct buys
● Direct Guaranteed - Automated workflow and excecution for directly sold publisher inventory
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What it looks like….really
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What it looks like….basically
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What it looks like….basically
PUBLISHERSADVERTISERS
1ST PARTY DATA
3RD PARTY DATA
DEMAND SIDE
PLATFORM
EXCHANGE
EXCHANGE
EXCHANGE
EXCHANGE
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Key Players· DSPs, (Demand Side Platforms) are where your campaigns are created, managed and optimized. It is the programmatic equivalent to the Adwords UI. · DMPs (Data Management Platform) collects and analyze a vast amounts of user behavior and cookie data. Marketers can segment and create new audiences to target based on their specific strategy and goals of their campaigns. · SSPs (Supply Side Platform). When an ad space goes into a programmatic option, the role of the Supply Side Platform is to determine which ad is the right one to show to the user at that time. These auctions are concluded within milliseconds. · Publishers: Publishers are the site or app where ads are ultimately shown. Typically, publishers use SSPs and exchanges to auction off their unsold inventory automatically.
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Why Should I?● The consumer journey has changed
● Programmatic technology allows advertisers deliver a unique experience at each stage in the consumer journey.
● Display is expected to outspend search by the end of 2017 with 72% of these ads being bought programmatically.
● Advertisers (and Competitors) are becoming aware. Searches around programmatic have increased over the past 5 years
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Offers!
A. Waive the setup fee for MightyHive commitments of 2 months or more
B. I’d like a copy of “26 Signs You Need a New Agency”C. BothD. No Thanks!
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Live Q&A Time!
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Thank you for attending our webinar! #thinkppc
Contact us Directly:
» Hanapin Feedback: [email protected]
MightyHive Feedback: [email protected]