Gone are the days of randomly flashing banners with monkeys and pots of gold. These days we can target users with relevant display ads based on their interests, browsing history, and demographic.
At Alchemist we don’t just create display campaigns and let them run. We test and optimize, constantly weighing up the impact of display ads on other marketing channels. Oh, and we'll actually tell you the true cost of your display buys before fees — no more black boxes and triple-digit markups. On top of that, you will always own your first-party data (as you should), rather than being held to ransom by a network agency. You can read more about our approach to programmatic in this article about transparency.
With the technology to bid on multiple ad exchanges, we can advertise to almost anyone in the world with a browser, from the Dalai Lama to the Tooth Fairy (yes, she is real and has an internet connection). Sounds great, but usually we don’t want to appeal to every internet user. Instead, we use cutting-edge technology along with first- and third-party data to target potential customers based on their interests, browsing history, and demographic.
The bid management tools and platforms we call upon differ depending on the size of our clients’ campaigns, but either way we follow our Brainbox Methodology, focused on testing until we can test no more. Which is never. Here’s a summary of what we do:
Part of any successful display campaign is a good understanding of what results to expect and which key performance indicators (KPIs) to use as benchmarks for success. Our Brainlabbers have run campaigns for local businesses and multinationals — we know what success (and failure) looks like and we’re always testing, optimizing, and learning to get the best results for our clients.
The size of the display campaign is pivotal in selecting the networks and platforms that provide the best results. For a test, the Google Display Network (GDN) has sufficient reach and inventory to kick-start a successful campaign. To step things up we use the DoubleClick suite of tools for real-time bidding and trafficking. And if that’s not enough then we’ll build you a custom real-time bidder.
Once we know which networks and technology to use, it’s time to get creative. Designing ads isn’t really our strong point so we’ll either use your current creative team or put you in touch with one of our partners. The bit that we can do incredibly well is figure out where to put those ads and then analyze their performance for a given location, audience, demographic, or website. Then we’ll optimize your campaigns and figure it all out again.
Retargeting is the quickest way to engage with people who have already expressed an interest in your product. After reading this you will be targeted by our annoying flash ads.
We’ve set up everything from simple reminder campaigns to complex programs of information in ads that we change over time and based on the level of interaction we get from our ads. When we get this running on Facebook too, we’ll make sure your potential customers can never forget you.
Analytics and reporting are two distinct disciplines in our world. Reporting is that daily/weekly/monthly spew of data that most agencies spend hours putting together on a Monday morning. At Brainlabs we automate all reporting — it’s sometimes hard work to start with but it frees up our time to focus on more valuable tasks like analysing the data. All our reports are totally custom-built and designed to give you the metrics that matter most, which are different for every business. We can even create different reports for different stakeholders — the CEO will often want to see something different to a PPC specialist.