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Chapter 4: Get Your Campaign Going

Everything you need to know about programmatic advertising, but were afraid to ask.

Programmatic Campaign

Now that you understand some of the ins and outs of how programmatic advertising works and how the pillars of our campaigns work, we can move forward to building our campaigns and what the most common questions are when their campaigns are running.

What makes us special?

When working with our Smart Display team you get a full-service campaign and a team of programmatic experts who want to see your campaign reach its best potential. You get a campaign manager who is responsible for setting your campaign up with you, walking you through the process of how everything functions and monthly meetings and reports that set you up for success. Your campaign manager will be there help you brainstorm strategies to meet your goals and offer transparency on our framework. 


Through the use of Smart Display, you can influence prospects in your current pipeline and get your message out to those who are not yet familiar with you.


When working with a supplier and campaign managers it’s smart to do your research on what they are able to offer you and your company. At MediaEdge we aim to offer you the full package because it is in our best interests to see your campaign do well.


Programmatic Management
  • Reporting and analytics

  • Dedicated campaign manager

  • Custom campaign creation

  • Guaranteed impression delivery

  • Complimentary creatives

  • Manual and auto-optimizations

A few examples of what is customizable in our campaigns - much to control and input in your digital marketing campaigns so it’s crucial to ask the right questions when you’re setting up your programmatic campaigns.


Impression Allocation: allocated impressions in a default manner for most campaigns unless instructed otherwise. Usually they allocate the most amount of impressions to SRT/KW, the second highest amount to CAT, and the lowest amount to SITE. If a client had many users tracked for their Site Retargeting layer, maybe they'll have way more impressions allocated to that layer. But we usually leave it at default allocation for at least the first few months to see what layer is doing the best and talk to the client about moving the impressions around then.


Keyword delivery: we can change the time frame within someone will be retargeted after they search for one of the client’s keywords. This time frame is set at a default rate of 30 days, but it also depends on what the client’s product/message is and what the user’s buying cycle is. For example, if the client is advertising a pizza walk-in special, and a user searches “pizza specials in Toronto”, we know they are looking to purchase in the next hour for sure, so we should change the time frame of targeting to 30 minutes so that users are targeted instantly for that campaign. But for most of our campaigns, because they are B2B clients, their buying cycle could be anywhere from one month to a year or even longer.

How should you decide how target your campaign?

Programmatic Targeting
  • Identify your goals and objectives

  • Address to a specific audience

  • Target those who are interested

  • Tailor your message


Ask yourself the questions that will help you understand the goals of your campaign and help you create artwork with the most effective messaging:


Is your campaign there for awareness? To create attention and buzz? To promote offers and solutions? Encourage brand consideration?

Is your campaign for there acquisition? To sell something? To capture emails? To acquire audience information?

Is your campaign there to create a relationship with the brand? To produce a positive experience for the customer?

Creative best practices

Programmatic Creative

Sometimes clients ask us if we have a recipe for success for our artwork. There are so many dependants I’m having a successful campaign, and artwork is an influential part of causing it to succeed or fail.


Here are some:


  • Have a powerful message with benefits and incentives. Make the copy relevant and compelling. Prompt the consumer to take action.

  • Include keywords

  • What’s in it for me?

  • Keep it simple

  • Clear and actionable CTA ideally with a button

  • Show off the Brand, make them remember the Brand

  • Keeping the messaging of online and offline ads maintains consistency and increases brand recognition across all marketing channels

  • Keep things fresh by adjusting the messaging or updating the visuals

  • Deliver what you’ve promised on the landing page and easy to use to take that action

  • Try to use the same visual style on landing page

  • Engaging, evocative creative

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