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This guide and accompanying checklist are designed to help you determine if Programmatic advertising is the right fit for your business. They work in tandem, providing a comprehensive assessment to guide your decision-making process.
First of all, I recommend you reading this guide in order to have an deep understanding of all of the pillars and their impact
And then, you can go through the checklist - LINK
*As a bonus, you also have a guide for the checklist here (click)
If you still have questions and want to discuss your situation in detail - you can book a 1x1 consultation with me (click)
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I am not an expert in email marketing, SEO, paid search, or content marketing. I am an expert in Programmatic and AdTech.
However, my experience has always been connected with:
a. other paid channels
b. marketing strategy,
because Programmatic is a litmus testâif your operations and marketing are doing well, programmatic will fuel its growth, driving thousands of new customers, increasing brand loyalty and familiarity, outperforming competitors, and taking your business/product to the next level. But if marketing and operations are not there (i.e., no processes and marketing strategy), it will be just a waste of money.
My intense agency career has me constantly thinking about this question: Do some brands really need programmatic?
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I started my career at a local Eastern European DSP as a programmatic sales/account manager. I was cold-calling and emailing marketers and business owners, trying to sell them programmatic. Keep in mind that digital marketing wasn't common for SMBs in Eastern Europe at the time. The vast majority of the companies I contacted were SMBs without in-house marketers; the business owner made all the decisions. Usually, they had Google Ads managed by someone, but often no social media presence. Every time I got the answer, "We have a freelancer who manages our paid search campaigns, thank you," I wondered: Did they really need programmatic? Their websites were often terrible, they had no social media accounts, and no events. These were mostly small construction or similar companies. I was trying to sell them programmatic, even though I was pretty sure they didn't need itâwhich probably made me a bad sales manager. But it turns out I could be a good hands-on specialist, which I discovered after leaving that company because their sales strategy didn't resonate with me.
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So, ever since my first day in the industry, I've had this question: Do they really need programmatic?
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I want to create an ultimate guide for marketers and business owners so they can understand whether they should give programmatic a try or not. In this material, Iâve gathered all of my knowledge from the past 7+ yearsâincluding hundreds of millions of dollars in budget spend (meeting and exceeding client goals, but also failing to hit them), and the countless audits and account structures Iâve reviewed. The main reason for this guide is that many businesses, even those that aren't small, are not ready for onboarding programmatic (and, sometimes, even paid media) because they lack the fundamentals. Programmatic will not work for them. And after trying it, they will develop a bias that âProgrammatic doesnât workâ or âProgrammatic doesnât performâ because they didnât see conversions from a Programmatic DSP in Google Analytics. Actually, very often, these businesses lack marketing and measurement strategies, which limits their opportunity to properly place this channel within their funnel and employ the correct measurement techniques.
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If you had a negative experience with Programmatic, this guide is for you. Iâll provide answers as to why it didnât perform and what you can do next.
If you want to 'test' Programmaticâfirst of all, congratulations. If you are reading this, you are going to make a truly informed decision, and, in some cases, you may decide to postpone testing programmatic until you are ready.
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