Thinking about digital marketing strategies to make the most of what technology has to offer is running the risk of being left out of the race for a relevant place in the market . In other words, the best advertising spaces today are paid for and are permeated by technological platforms.
Programmatic media refers to the automation of media purchasing processes and the optimization of these spaces to achieve excellent results. This means that there is no interaction or intervention from people, but rather a negotiation to purchase a public profile that meets the company's interests to display the ads.
A control panel is made available after purchase, allowing honduras phone number resource the advertiser to control the process, where they can upload images, place bids in the Google ad auction as an automatic and efficient completion of the tool itself.
Despite the great advances in Artificial Intelligence and the use of automation to define most negotiations between advertisers and so-called publishers , it is clear that without human participation, campaign definitions will be lost amidst inanimate mechanisms.
Therefore, programmatic media brings advantages and optimization to the business considering some highly relevant results factors for the company that wants expressive results.
efficiency;
greater accuracy;
cost reduction ;
possibility of monitoring;
retargeting , the possibility of showing targeted ads to users who already know the brand.
Key metrics for analysis
We can say that metrics are like a thermometer and a compass at the same time, that is, they measure something and indicate a better direction for what was found. Some necessary metrics must be applied continuously, as is the case with paid media.
We mentioned at the beginning of this guide how much data benefits the work of management and the teams involved. When collected, filtered appropriately and transformed into information, it provides rich material to help make decisions about changes or improvements, for example.
See the most important metrics for analyzing and verifying the results of using paid media.
Cost per click (CPC)
What is the average amount paid for each click? This is a metric that is used to evaluate the best channels and keywords. With it, you can know which ones are providing the best results , as well as those that need to be improved.
The calculation is simple, just divide the value of each campaign or ad by the number of clicks generated.
Click-through rate (CTR)
The click-through rate analyzes the calls, targeting, and keywords used. It also identifies the percentage of clicks that the ad received compared to the number of times it was displayed.
It is also possible to evaluate the percentage of the rate, considering the display time, which makes it possible to optimize an ad targeted at a specific audience.