Converting with Campaigns
Demand Side Platform (DSP) Basic Course
Converting with Campaigns
Lesson: Overview
Brand Awareness
The goal of this campaign type is to reach the target audience with as many impressions as possible for the campaign budget, regardless of the number of clicks achieved.
This campaign type is best suited to use with an audience that includes your target audience and excludes your site visitors.
Sales & Conversions
The goal of this campaign type is to drive the most conversions possible for the campaign budget, regardless of the number of impressions or clicks achieved.
This campaign type is best suited for use with audiences that includes product or service interest pixels and exclude your conversion pixel.
Nurturing Leads
The goal of this campaign type is to drive the most traffic and clicks possible for the campaign budget, regardless of the number of impressions served.
This campaign type is best suited to use with an audience that includes your site visitors but excludes your conversion pixel.
Audio Listens & Video Views
The goal of this campaign type is to drive the most audio listens and video views possible for the campaign budget, regardless of the number of clicks achieved.
Because audio and video ads are seen and heard, campaigns are similar to Brand Awareness and Nurturing Leads, with an audience that includes target audience and site visitors and exclude conversion pixel.
Note About Audio & Video Campaigns
Because audio and video campaigns have a higher CPM, these campaigns are created and tracked separately from display ad campaigns.
Campaign Best Practices
When you begin using programmatic ads, it’s important to understand that this platform is very different than social media or search ads. Like other platforms, you can immediately begin a campaign, targeting a specific audience. However, the real power of Well Planned Advertiser DSP platform is understanding the story your pixel data tells and allowing it to frame your marketing goals. Below are best practices for starting programmatic campaigns.
Expanding Your Reach
When one of your marketing goals is to expand your reach to new audiences, you can instantly begin a brand awareness campaign. You can create an audience using demographics or utilize Well Planned Advertiser’s built-in audiences, which are often the most affordable CPM.
Pixel Data
It’s important to note that it takes time for your website traffic pixels to begin populating. Depending on your traffic volume, it could take anywhere from a few days to a month to have a pixel audience number large enough to target. Once populated, you will begin to see what products, services, leads, or pages are of most interest to visitors. Using this data effectively will gain you the highest level of conversions. With the pixel data information in hand, you can begin creating the audiences and developing the creatives for your nurturing and conversion campaigns.
