Three use cases for programmatic advertising optimization with Ambine
What is Ambine and how can it help you?
Ambine is a SaaS tool for optimizing programmatic advertising that currently integrates to Adform’s demand-side platform. While Ambine is suitable for many different advertising setups, this article outlines three use cases to improve performance and improve workflows.
Your campaign plans are approved, programmatic advertising setup has been created, and everything is ready to launch. As the first days go by, you notice that the results are not as expected. Diving deeper into campaign analytics, you are perplexed by the number of optimization options, fine-tuning, and decisions that could be made to improve your performance. What to do? I bet you have faced this familiar situation with programmatic advertising many times.
Ambine is a tool for marketers employing programmatic (display) advertising. By automating the optimization of programmatic advertising budgets, Ambine significantly boosts results, simplifies workflows, and saves working time. Featuring an intuitive interface, at-glance performance reports, and autonomous budget reallocation, make sure that using Ambine only decreases your workload.
At its core, Ambine uses a proprietary algorithm to reallocate budget between advertising strategies for optimal results. In this blog, we outline three use cases for Ambine.
One of the most prominent advantages of programmatic advertising is using various audience datasets to better target activities. Custom 1st party DMP audiences, 3rd party data, geo-targeting, and behavioral audiences provide considerable advantages in creating highly engaging campaigns and delivering better results. A typical way to set up audience strategies is to separate campaign line items between different audience data. Let’s take a look at an example for a generic B2B advertiser prospecting campaign:
- Line item 1: Generic decision-maker audience
- Line item 2: Decision makers, retail
- Line item 3: Decision makers, financial sector
- Line item 4: Business media audience
- Line item 5: 1st party DMP audience, identified buyers
Each line item corresponds to different audiences and has its characteristics in terms of available impressions, performance, and budget spend. The question is, how much emphasis should be given to each line item to maximize campaign results?
With Ambine, an optimization group comprising these audience strategies or line items will dynamically reallocate the budget between the five line items to increase performance and ensure all assigned media budget will be spent efficiently. It is up to the advertiser to select a suitable performance metric, for example, site traffic or conversions.
In many cases, especially with eCommerce, a single campaign is used for advertising multiple products or product categories simultaneously. The media budget for each product can be decided in advance, but it may be more efficient to determine the entire business’s performance goals instead. It is then up to the marketing team to determine the best split of media budget between different products.
Affected by multiple variables, including customer demand, product offers, competitor actions, creatives, and more, the budget split between products is difficult to solve. Setting up the campaign with line items corresponding to different products allows Ambine to optimize the budget split between different products to maximize overall performance. Also, the optimization results provide valuable insight into the performance profiles of each product.
Take a look at the following example of a retargeting campaign for an eCommerce apparel advertiser:
- Line item 1: Generic website retargeting
- Line item 2: Generic shopping basket retargeting
- Line item 3: Product category A – Men’s clothing
- Line item 4: Product category B – Women’s clothing
- Line item 5: Product category C – Accessories
- Line item 6: Product brand 1
- Line item 7: Product brand 2
- Line item 8: Product brand 3
Ambine will dynamically reallocate the budget between the line items to find the optimal split between different product categories, brands, and generic retargeting. The optimum is a moving target, always affected by several factors. By calculating new budget allocations every day, Ambine’s algorithm will stay on top of the situation and continuously provide the best performance for every penny spent.
Starting out blank – a testing scenario
Programmatic advertising offers a ton of different approaches to advertising strategies. Sometimes it isn’t easy to obtain enough data to decide the best method for a new campaign setup. Ambine provides a new way to start testing different strategies by determining the optimal combination of many options. In the following example for a B2B prospecting campaign, the advertiser has included different strategies into a single Ambine optimization group to find out which works the best for their new campaign:
- Line item 1: Domain whitelist 1 – business media
- Line item 2: Domain whitelist 2 – expert blog sites
- Line item 3: Geo split 1 – capital area – generic domains
- Line item 4: Geo split 2 – other large cities – generic domains
- Line item 5: 3rd party audience data – decision-makers
- Line item 6: 3rd party audience data – target industry
Ambine will make sure that the campaign budget is directed to the most powerful strategies. Simultaneously, the advertiser will determine which strategies work the best for the campaign and can use the data to enhance the setup further.