10
Sep
2020

How Advertisers Can Reduce Waste During Economic Downturn

09/10/2020

In light of recent and ongoing events, we at Simpli.fi recognize that our clients and partners are working with tighter budgets than usual—we are all having to find ways to do more with less. Our uniquely powerful audience targeting and attribution solutions offer many ways to drive higher return on ad spend and reduce waste. Let’s take a look at five of them.
 
Optimization at the Data-Element Level
 
A huge part of driving return on ad spend is optimization. Luckily, Simpli.fi has this covered. We help advertisers drive performance and gain insights into all of their programmatic campaigns. We report at the individual data element-level (e.g. location, contextual content, keywords searched, browsing behavior, and more), giving advertisers unprecedented insights into every campaign impression at every spend level. This means advertisers can see what’s working and what’s not during the lifecycle of the campaign and adjust accordingly, resulting in better performance, less waste, and a higher ROI—giving them the flexibility and agility to drive a higher return on ad spend when it matters most.
 
Keyword-Level Audience Targeting
 
There is a big difference between search retargeting based on audience segments and keyword-level search retargeting (which is what Simpli.fi uses). In audience segment search retargeting, a single audience segment is created from all users who have searched on a list of terms within a specified period of time. This segment of users is then targeted with the same bid, and reported on as a single group. There is no visibility as to which keywords are driving the most traffic, which are performing best, etc.

In contrast, keyword-level search retargeting bids, reports, and optimizes at the keyword-level. Meaning, advertisers get to see precisely the number of impressions, clicks, and conversions attributed to each keyword that they specified.

Also, just like search, advertisers are able to change bids individually at the keyword level, raising bids on keywords that perform the best and lowering them on poorly performing keywords.

These benefits translate to increased transparency, better ROI through superior performance, and the ability to see which keywords are performing and adjust accordingly during the campaign.
 
Localized Campaign Agility
 
Unfortunately, the COVID-19 pandemic is still very much in the picture. This means advertisers are still having to adjust and compensate for regional and national differences in COVID-19 responses and protocols. With Simpli.fi, advertisers are able to respond at a rapid pace to the inevitable shifts and changes in reopening strategies and approaches, taking advantage of the following key factors: customized creative for different locations; accounting for many localized flight dates; starts, stops, and pauses based on location; spend and pace based on location; and localized measurement KPIs. The end result is maximized performance and minimum wasted impressions. For advertisers, this means increased cost savings and a significantly better ROI for their campaigns.
 
Addressable Programmatic
 
With Simpli.fi’s Addressable Programmatic capabilities, advertisers are able to serve ads to the houses that matter and avoid wasted impressions on the ones that don’t. Our Addressable Geo-Fencing solution uses GPS and plat line data to draw geo-fences around a specific physical address allowing marketers to serve mobile, video, and/or OTT/CTV ads to users within the targeted household or business.

This unrivaled level of precision significantly reduces wasted impressions by ensuring that only the desired households get targeted.

This allows advertisers to reach the right audience for a campaign e.g. people who have expressed an interest, taken an action, or appear in a first-party database like CRM software. Meaning, less waste and more savings.
 
Addressable Audience Curation
 
Whether you have access to your own first-party data or have no data, Simpli.fi is here to help with our Addressable Audience Curation (AAC) tool. AAC lets advertisers easily curate addressable audiences in real-time based on location and demographic data. Location data can be filtered by postal code, city/metro, congressional districts, and more. Advertisers can then build and activate a custom household-level audience in real-time using more than 500 offline data variables (including demographic, economic, and political variables) for inclusion or exclusion via full Boolean capabilities.

For example, a national restaurant chain could use our AAC tool to curate a granular audience of targetable households based on variables like: age of residents in the household; number of children; number of adults; discretionary spend; and those who live within postal codes near their various restaurant locations. This lets national advertises effectively target only the households that fit their needs and not waste impressions on those that are not interested in their product or service.

To get started driving higher performance on your ad spend and reducing waste with Simpli.fi, reach out to us at hi@simpli.fi.