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AnteriadDecember 13, 20214 min read

5 Major Questions You Should Ask When Measuring Programmatic Ad Campaigns

How interested are you in gaining specific insights into how your target audience reacts to your ads? How important is it for your company to understand what your target audience wants and/or needs? To gain answers to these questions and more, it’s vital to ask the right questions. From here, the feedback you receive will likely help when measuring the effectiveness of programmatic ad campaigns. 

Furthermore, technologies like programmatic advertising and integrated platforms enable a  real-time feedback loop, which allows brands to optimize each set of digital interactions. Programmatic advertising or programmatic ad buying is the algorithm-based process to buy and sell digital ad space, thus allowing brands to be efficient with their time and resources. Before  launching programmatic ad campaigns though, the first step is to strategically decide on your metrics, which can be done by addressing the right areas. 

Top 5 Questions to Ask When  Measuring Programmatic Ad Campaigns 

Nowadays, measuring the effectiveness of programmatic ad campaigns is vital, and it shouldn’t be forgotten or avoided. Below is an informative list of critical questions to ask when it comes time to  measure  programmatic ad campaigns. 

1. Are You Measuring the Number of Clicks?

As simple as it may sound, it’s important to track the number of clicks each ad gets. The greater number of clicks your ad receives, the more interested users are about your product and/or service. As a result, at this point, casual viewers can be turned into prospective leads and buyers.

Additionally, it’s worth noting that all clicks are not intentional and not all clicks lead to a conversion. When impression metrics are combined with clicks, brands can calculate actionable percentages to make better campaign budget decisions and improve their return on investment (ROI). In programmatic display ad campaigns, the click-through rate (CTR) can be measured by determining the percentage of users who saw and clicked on a specific ad.

2. What’s the Rate of Conversion?

The next question that should be asked is regarding the rate of conversions. It’s crucial to regularly focus on the conversion rate in order to not only understand the overall user engagement, but also determine which ads have a maximum potential in driving individuals to take action. A brand’s conversion rate will largely depend on what the users are doing after they click on programmatic ad campaigns.

This can be in the form of downloading a white paper, signing up for a free demo, or reading a particular blog article. A conversion is often referred to as the likelihood of users buying or showing a high possibility of buying soon. To calculate the cost per conversion, divide the total campaign cost by the total conversion within a specific period, and then document the results.

3. Is the Bounce Rate High? 

Another question worth asking is in regards to the bounce rate, which allows brands to dig deeper into their audience’s behavior once they land on their  website. If a user clicks on an ad and then immediately leaves the page, it’s considered a “bounce”. A high bounce rate indicates that there might be issues with a website rather than just a campaign. If a specific website  takes a long time to load, it’s likely that users will leave the page, resulting in a high bounce rate.

Put simply, if your target audience doesn’t  find what they’re looking for or if the content of programmatic ad campaigns doesn’t interest them, you will likely notice a high bounce rate on your site. In scenarios like these, it’s best to research more about a specific target audience, and then add specific keywords and creative messaging that’ll align with what your users are searching  for.

4. How Long Do Users Stay on a Website? 

On a similar note, asking yourself how long users stay on your website can help you understand how engaging your website content is for your targeted audience segments. If website visitors  don’t stay for long, it’s important to check whether you are targeting the right set of audiences and if you are delivering and sharing relevant information on your website.

Overall, it should be a top priority to consistently review your website content and ensure that it meets the demands of your target audience. Keep in mind that you can calculate the average website session duration by dividing the total duration in seconds of all the sessions within a specific period of time by the total number of sessions within that same timeframe.

5. Are You Reaching the Right Audience?

Last, but not least, targeting the right audience is crucial because it will not only save you time and resources, but it’ll also ensure that advertisements are only displayed to those who show an interest in your company’s products or services. Also, intent data signals can help you determine  who your users are and where you can find them. Once you know which people to target, you can then personalize specific campaigns and make them relevant to particular users.

Furthermore, remember that the audience reach measures the size of your unique audience. By maximizing the audience's outreach, you can determine how well your ads are performing. With the right target audience, you can improve clicks, conversion rates, and bounce rates. 

All in all, it’s essential to ask as many important questions as possible regarding programmatic ad campaigns and measuring their performance. By determining the metrics for measuring the effectiveness of programmatic ad campaigns, you can ensure you are reaching the right audience and using your marketing budget effectively. Get started by first focusing on creating actionable insights from the numerical data you receive from your campaign calculations, and keep this article’s top five questions front and center in your mind!