Buying programmatic traffic enables the opportunity to get very targeted, and to tap into scale of traffic. But when it comes to optimizing to quality, that can be a bit harder. Programmatic buys yield thousands of different combinations of creative, placements and publishers. To sort through these you need to get access to post-click metrics, to see what is driving value for you.
Metrics you should think about:
- Attention, how long people are engaging for each click.
- Average Scroll, how are customers consuming the page and content.
- Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc.
- Conversion rate, rate at which people take the desired action.
- Bounce rate, are people staying, but use a bounce rate that captures if people leave even without clicking a link. Like Nudge does.
Then, comparing each of these metrics by your different programmatic sources, lets you get super smart. Oh, TripleLift drove traffic that had lower engagement than Bidtellect, maybe we need to go and improve TripleLift. Or shift more spend.
Good measurement acts as insurance for programmatic, as you can also identify click drop off, and negotiate discounts or rebates if the quality isn’t where you think it should be.