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Programmatic Advertising 101: Setting Campaign Goals and KPIs

Programmatic strategy can vary depending on the goal and key performance indicator (KPI). Before planning a programmatic campaign, it’s critical to set goal(s) and KPI(s). Once you have at least one goal and one KPI, you’ll be better positioned to plan the campaign and determine its success once it’s live. 

Determining KPIs for Your Programmatic Advertising Campaign

To determine the best KPI for your programmatic campaign, you should first consider your business objectives and how those objectives tie into the campaign goals. For example, if your business objective is to increase lead form submissions on the company’s website, then your campaign goal KPI should directly result in driving more lead form submissions. 

Once the overall campaign goal is set, you can determine how you will measure it using a KPI.

Types of KPIs to Consider

When setting up a campaign, determine what results you want from your campaign and work backwards. Once you have the goal and KPI established, you can choose what campaign targeting tactic will work best to achieve this. Ultimately, you will want your campaigns to produce full-funnel results, starting with awareness, moving to product consideration, and ultimately resulting in conversions. 

Awareness KPI

One way to measure a brand awareness campaign is with clicks. An ad click helps determine overall interest because a click indicates the traffic generated from the target audience to visit the landing page. The more relevant users who have clicked on your campaign’s ad, the more awareness there is to learn more about the company’s services or products.

Ultimately, clicks deliver traffic and build consideration. The higher click rate you have, the more users you have visiting your site. Tracking CPC (cost-per-click, or the total cost divided by total clicks) helps you determine how much you are paying overall for each click. 

Consideration KPI

For consideration campaigns, one way to determine success is to measure on-site interactions or leads. You may not have a sales conversion on-site, but you need to push the customer further along in the decision process. In this case, you should pixel and track on-site interactions such as lead form submissions, button clicks, and page visits. Similar to a sales KPI, you can track consideration success through a cost per action (CPA) KPI. 

Sales KPI

Many advertisers choose to track their campaigns based on conversions. A conversion occurs when a user completes a specific sales action on your site. An action can be anything from a newsletter signup to making a purchase. You can track how much you have spent on a conversion by using a CPA (cost per acquisition) tracking model. 

Strategic Approaches for Different Programmatic KPIs

The following guidelines provide some quick and easy tips for how to build campaigns based on goals and KPIs:

  • If you’re running an awareness campaign aimed at gaining clicks, you could try an audience or contextual campaign for desktop, or a hyperlocal campaign for mobile.
  • If you’re running an engagement or consideration campaign aimed at building site interaction or site visits, you could try a video or mobile app campaign to get users to click to learn more and engage on the site.
  • If you’re looking for sales, conversions, or customer acquisitions, you want to focus on retargeting campaigns, as this tactic will bring users who are familiar with the brand back to the site. 

Basis integrates programmatic, search, social, and site direct media management via one easy-to-use interface. Interested in learning more? Connect with us!