Your ad channels are hiding important data and it'll only get worse.
The reality for B2C eCommerce brands is harsh. Between the loss of attribution tracking from iOS 14.5 and the ongoing trend with GA4 of Google pulling more data behind the curtain, it's impossible to be confident in your ad spend.
This is why most ad agencies will employ a "carpet bomb" strategy - spend the same amount in each ad channel and see what works best.
There's a smarter way. What if you could utilize a strategy that scales your efforts, adds visibility to who sees you ads, when, and where AND ties spend to actual revenue?
Don't spend more to make more, spend more efficiently.
Real-time Demand Side Platform (DSP) Bidding provides visibility into detail lists of where your ad shows and what happens when it displayed.
Now you can ensure that your ads are being shown in proper context to the right people at the right times in all of your ad channels.
How DSPs Work
DSPs are powerful marketing automation tools that allow you to target high quality traffic at scale across almost any part of the web at once.
Because of this, DSP flips the usual marketing funnel on its head. It takes out a lot of guess work for marketers as you can be confident the right people are seeing your ads.
Once you upload your creative media into a DSP, set a campaign budget, and set targeting parameters, the platform scours the web to find your audience and show them your ads.
Track your audience with User ID 2.0 across:
✓ The Google Ad Network
✓ Digital Out-of-home
✓ Connected TV
✓ Pre/post/mid-roll & Popup Video Ads
✓ Digital Audio
✓ Retail Media
Ready to build a Success Plan that's accountable to Business Growth?
Talk to a Finch DSP Expert.
What you get with a Finch partnership.
✓ Clean marketing data you can trust.
✓ Our 5x5 KPI Methodology.
✓ Proprietary platform to manage it all.
We'll reconfigure you're ad channels to enable MER optimization.
By combining prospecting and retargeting campaigns into monthly analysis windows, we can test how long it takes your typical customer to convert between first impression and checkout. This is your Conversion Window. We can then define how many impressions it takes within that Conversion Window to get a conversion on average. Now we can be reduce waste in your spend by limiting impressions to optimal levels.
1. Optimize Paid Search
The paid search channel (Google Ads, Microsoft Ads, etc.) is where we address your intent market. We need make sure this is healthy.
Key Metric: Brand Impression Share
2. Fix Attribution Problems
Attribution is broken across ad channels. Today's shoppers have complex conversion journeys. We'll implement a hybrid attribution model that accounts for this so we can accurately measure what is working.
Key Metrics: View-through, first click, last click conversions.
3. Funnel Diagnostics
Now that we are addressing the intent market and can accurately measure it, we can review your conversion funnel for opportunities and set a plan to address them.
Key Metric: Conversion Rate
4. Grow Audience with Paid Social
Paid social media advertising is the best channel to find new audiences who may not currently be in-market.
✓ Facebook & Instagram Ads
✓ Pinterest Ads
✓ TikTok & Snap
5. DSP Retargeting & Retention
The stage is now set to get the most out of a Demand Side Platform. We'll add robust retargeting and retention at scale all while reducing waste in the system.
Key Metric: Marketing Efficiency Ratio