Once you understand your target audience, you will have a campaign objective in hand, which could be brand reinforcement, sales, among others. Based on this, you will be able to define how you will enter the auction.
For example, if your goal is brand exposure, it is not worth entering an auction paying for CPL or CPC (as the ideal is to impact the largest number of people possible and CPM would be ideal).
Planning this is of utmost importance, as it defines the effectiveness of your ad according to a fair and quality delivery of your ads, making the best possible use of your budget.
Another important factor is the basis on which you will use to journalist email list enter the auction. For example, if your goal is the final conversion of a niche e-commerce, it is not worth your performance campaign being for an open audience (as this would bring few results for a huge budget).
Tip: Also, be negative about “haters” of your brand. For example, those who are linked to politics, religion or a specific position on a certain subject. I myself am a die-hard Corinthians fan and have already received ads linked to Palmeiras and Santos (which makes no sense, right?).
Plan in practice
For some professionals this may be “simple”, but doing the simple thing in programmatic media already means that you are on the right path to a good campaign (and without this your budget may be wasted).
Basically you need to fulfill 4 points:
data-driven audience strategy;
channel strategy;
tactical planning with budget;
measure and optimize the above items throughout the campaign.
Point 1
I explained point one (and the most important) in more detail at the beginning of the text. It is worth highlighting the main data sources here:
1st party - own (database, lists, leads, website traffic…)
2nd party - partners (your partners' own data)
3rd party - purchased (DSP)
Ideally, you should use “predictive audience” techniques, that is, let machine learning analyze the history and find users through scores with a greater propensity to convert.
If you have partners who have data from the audience you intend to impact, it is worth working with data exchange. But be careful, this technique must follow all LGPD guidelines .
Point 2
When choosing channels, the maxim (where your audience is) obviously prevails. However, it is worth evaluating cost-benefit, in addition to the site's suitability and reputation. For example, have you ever thought about whether your brand is exposed on a site involved in a political scandal? Or on a publisher of fake news?