No one likes wasting money, especially not when our brand has trusted us marketers with money that we could have put to better use. And while it might be unlikely to think that you can eliminate all campaign waste, there are ways to prevent it.
If you are buying ad space programmatically, there is a good chance you are purchasing from several ad networks. The primary value of programmatic buying is after all that you can target your audience across websites and platforms. However, this can result in your ads appearing double or even triple on certain sites. According to Integral Ad Science, a whopping “20 percent of impressions purchased through multiple ad networks” were duplicated. In other words a complete waste of your resources.
To avoid this you should limit the number of partners and exchanges you work with, and consider investing in ad verification software.
Look for transparency
Campaign waste comes in all forms. Poor research, or bad campaign management, you can blame on yourself, but you also have vendors who fraudulently try to sell you more than what they can offer. Partners who refuse to be transparent about their work should make you skeptical. Don’t settle for a monthly campaigns performance report, demand real-time access.
This will make it possible for your team to make changes, tests, and optimizations to your ads while they are live. As a result, you can limit the damage and the waste of an underperforming campaign before it’s too late.
Segment your target group
There was a time when marketers could push out generic ads on the wide web and still get decent ROI, but that time is long gone. Showing your ads to people outside your target group, or even showing a generic message to your target group, is nothing but wasteful.
Segment your audience and personalize your ads to fit their interests and their stage of the buyer’s journey. In the words of Susan Ward: Aiming your marketing efforts at specific groups of consumers makes the promotion, pricing, and distribution of your products and/or services easier and more cost-effective.”
Use dynamic content
So how exactly can you deliver your relevant ads at all times? By using dynamic content. It is the same concept that we often use for retargeting. The content of your ads changes based on criteria like:
- Consumer behavior
The ad changes based on how many times a person has visited your website or purchases they’ve made in the past.
- Time of day or time of week.
Different versions appear throughout the day and week to correspond with the mood of the consumer.
In addition, you can make changes in real-time across channels. Which means you can have your ads reflect the weather, available stock, or even social happenings.
Use a creative management platform
Creative management platforms (CMP) are still new on the marketing scene. This is the system that lets you change your ads across campaigns, channels, DSPs and ad servers in real time. It can also help you schedule your campaigns, crop your images and videos to fit specific ad sizes, and have content from an external data source streamed into your creatives in real time.
It’s the ultimate tool to combat campaign waste because it gives you complete control over your campaigns regardless of how many channels, exchanges and DSPs you're using, even when they go live.
Now, you should be all set to limit your team’s campaign waste. Curious to know more about dynamic content? Download the guide we wrote for free: