Almost a year ago now, The Wired Agency introduced Programmatic Advertising into its mix of digital marketing services. When we first adapted this advanced way of advertising, we had high expectations based on the hype we had heard surrounding ‘machine learning in advertising’.
To recap, let’s quickly go back to the basics and define what Programmatic Advertising is in relation to search advertising. The platform we use is DoubleClick Search, and is owned by Google. It’s a search advertising management platform that uses artificial intelligence / machine learning to maximise campaign performance.
Here are our top 3 reasons why Programmatic Advertising for search ads is now critical to campaign success. If your agency isn’t currently offering this, ask them about it (or get us to do it for you 😉).
1. Return On Ad Spend (ROAS) Gets An Extreme Workout
With the use of automated bidding, DoubleClick Search uses some of the most intelligent algorithms to help automatically adjust bids based on a number of different objectives, for example, who is most likely going to convert. By using customisable “bid strategies”, DoubleClick Search can change bids across tens of thousands of keywords, not just once a day, but up to four times a day. This type of optimisation would be impossible for a human to do, and is limited in AdWords anyway to once a day. As a result, our ROAS stats are better than ever.
Our best performing campaign at the moment has a ROAS of 100.37!
2. Lower CPC’s Body Fat
The longer we run our DoubleClick campaigns, the lower our CPCs get. We are still waiting for the day our CPCs start to plateau. Thanks to automated bidding, and setting bid strategies to minimise cost, our CPCs have never been lower. Put simply, as a result of lower CPCs, our clients get so much more out of their search campaigns… more clicks, more conversions, more leads = campaign and client happiness!
3. Spend More Energy On Strategy And Testing
With a large portion of the optimisation now automated, our team has more time to spend on making better decisions. Instead of spending time on keyword optimisation, we can focus on developing sophisticated bid strategies, expanding campaigns, and implementing A/B testing.
Programmatic Search Advertising allows specialists to save time, analyse more, implement new features and best practices, and gives them the ability to be more strategic, ultimately increasing return on ad spend for search advertising campaigns.
Words by Angela Hampton, Founder & Managing Director