Choosing the right advertising network is an important step inrunning successful display advertising campaigns. This article is willshow you 5 of the best ways through which you as a business-mindedperson can choose an advertising network that perfectly suits yourorganisation’s goals. By following the step below in a holistic manneryou will know what you want from an advertising network, make betterdecisions and ultimately run better display advertising campaigns.
One of the main benefits of programmatic advertising is itsautomation. While you can still buy ads for a preset price, the vastmajority of programmatic ad prices are determined on the spot, sold atauction for the value of the ad spot right at that moment. This meansthat at the time you buy the ad, you’re paying what it’s worth. Not only that, but automation means that instead of having to manage your adspots, an automatic system manages them for you, freeing you up to dowhat you really want.
So if decisions like where the ad displays and what yourminute-to-minute marketing decision-making should look like, does itreally matter what ad network you use? Aren’t all automated advertisingsystems the same? Well, not really.
1. Who is Your Target Audience?
It is essential to choose an advertising network that has the reachyou require. However, if your audience is located in a specificgeographical region then choose an advertising network that specializesin that region.
When defining your target audience build different buyer personas to identify the different types of people you want to reach with yourdisplay ads. There are two main types of population within displayadvertising namely; the general population and the niche or specificpopulation.
All that each of these means is that you can either reachsome specific people with a particular ad network or you can also choose to go with an ad network that allows you to reach anybody with yourdisplay advertising. When you know the target range of a particularnetwork, you can then compare it with the people that you want to reachin order to choose the one that helps you fulfill your desires.
2. Fill Rate is Important
If you simply take out ad spots unthinkingly, your ads may display to people who don’t care about your product. Instead, do a little research using Analytics and find out where most of your customers or potentialaudience hail from. Then choose a mobile ad network that has a good fill rate, or ad delivery percentage, in that area. This maximizes thechances that your ads will be successfully displayed to the people whocare about them.
3. Weigh-up the Positives and Negatives
This is the next step to take when choosing a display ad network.Since there are a lot of display ad networks available, it is veryimportant that you look at what each of these display adverting networks offer you before commit to one. Opting for a particular ad networkmeans that you have entered into a partnership with them and in terms of business dealings, it is always vital that you know your partner verywell.
4. Ad Type Affects User Experience
Spammy popups that interrupt the intended purpose tends to put theconsumer off. Instead, consider mobile ad networks that offer nativeadvertising, which embeds the ad inside the user experience. Thinksponsored posts on Facebook: It’s an ad without feeling like an ad, andtherefore has a much better chance of retaining the user.
5. Pricing Structure
When choosing an advertising network you should be familiar with the pricing structure of that particular network. You should not only take into consideration the pricing model, but the differences in pricing between differentnetworks. The cost of running a campaign via a network will dependgreatly on the network itself. Expect to pay more for networks that have access to premium spaces on premium websites, however, you might alsoprofit more from using such networks.
6. Re-targeting Ability is Key
This means keeping track of browsing that hasn’t yet resulted inconversion (i.e. a search for “plane flights to Majorca” without anactual ticket bought), and serving that ad back to the customer acrossdevices. If you aren’t a major player with a login ID, you may lose your ability to re-target when consumers switch devices, so instead you’llhave to ride the coattails of a big name.
Google, for instance, offers AdMob, so if you choose that as your adnetwork you’ll have access to their re-targeting capabilities. If youchoose not to take that route, the second-best bet is to find a mobilead network that parses ad data points to try and determine patternsabout what advertisements are likeliest to appeal to particularcustomers.
7. User Experience
This deals with the operating of your display advertising account that you have on a particular ad networking site and your user experience. There are ad networks that help you with all that you need in relationto optimizing your account for you and there are also those that leaveeverything in your hands. Therefore, it is up to you to decide whetheryou feel you need to work with a network that offers a high level orsupport or not. However, bear in mind that such service comes at a cost.
8. Network Features
This is one major thing that you should also take note of beforechoosing an ad network as each of the various ad networks offerdifferent features. Ad networks like Google AdWords, Bing Ads, FacebookAds and many others have their own unique tools that they offer to aparticular user and it depends on you the individual to pick that onethat helps you to achieve your targets.
These are the steps that you can follow in choosing an ad network topartner with in your line of business. Equipping yourself with thisvital piece of information will help you to make an informed decisionwith regards to picking a display advertising network that gives you all that you need to make your business a success.
9. Go Mobile
Mobile ad networks offer you – the ad buyer – various options when it comes to basic use. Perhaps you dig running massive ad campaigns withmultiple prongs, in which case you’ll want a mobile ad network thatsupports a lot of functionality. If instead you wanted one basic ad that worked seamlessly no matter what, you might opt for a simple SDK(software development kit). While your mobile ad network options arealmost endless, your choice will largely depend on your goals and howyou like to interact with technology.
Final Thoughts: Research is Key
The key to choosing the right advertising network is to do yourresearch. You should research your own business needs as well as theadvertising networks themselves and keep the following things in mind:
- Define your target audience and identify they networks that will reach them;
- List the positives and negatives of each network to find the one the fits your needs;
- Get familiar with advertising network price structure to find one that will enable you to reach your business goals;
- Try out different networks, if possible, or research the user experience of different networks;