Hi there,

Announcement Of The Week:

The Reach and Frequency™ is a course our team and I created to teach soft and technical skill needed to be a successful programmatic ninja. The content is focused on Programmatic Activation, from fundamentals such as the programmatic ecosystem and media buying definition, to the tools needed to launch and run a programmatic media campaign(s), including optimization best practices and DSP(s) overview.

You can purchase each module or the full course depending on your education and self-development goal.

(share with a friend or co-worker and offer them 20% off any product with code newsletter20).

 

Actionable Insight: Reporting Hack

I’m often doing workshops focused on optimization and have added this reporting hack lesson, by popular demands.

When doing reporting, here are 3 easy questions to answer to help you cover your important insights to help any readers digest the data.

Simply said, the client mostly cares about:

• What happened: Talk about a particular data point based on objective and KPI(s)
• So what: Why did this happened, any optimization or seasonal/industry influenced?
• Now What: Now that we know what happened and why, what will we do about it? And lay out next steps.

Ok Hélène, but sometimes we need inspiration to find something to talk about before answering these questions.

Here are 4-5 things you want to consider looking at when compiling a weekly, or monthly report:

 

1. Weekly Changes:

Include any WoW (Week Over Week) improvements meaning any calculated variances between the previous and current week/month/quarter/year/or all the above, you are reporting on.

Look for improvements or changes in CTR, CPA, CPM, or focusing on that primary KPI

Bookmark this site for easy calculation! (Because it is about working smart not hard)

 

Example:

If our KPI is CPA and our goal is $75 CPA

Week 1: $125 and Week 2: $105

Although our benchmark is $75, this week’s average CPA is $105 ($125 Last Week).

The 16% CPA decrease WoW is likely due to an optimization completed removing sites with no conversions and an average CPA above benchmark.

Example sites that were excluding are:

– www.thisisasample.com

– www.youareamazing.com to name a few.

Another Example:

If our KPI is Revenue and our goal is $1.8MM quarterly

Total quarterly Revenue is $1.03M putting us 58% to our total revenue goal of $1.8M and 54% of the quarter has passed. Ongoing optimizations implemented has helped the overarching Revenue to increase WoW.

 

2. Cause and Effect

Review recent changes completed in the last week, month, or even day!

Did we implement a new optimization, adjusted or removed targeting levers?

Did we shift budget to a performing tactic or audience or did we reduce budget from underperforming ones?

If your data is changing around the same time or right after any changes were made, it should reflect in your analysis!

 

3. The New-New

This is where you test new audience segments or tactics. Don’t be afraid to recommend the new -new!

 

Example:

When looking at your site list, see if you can pinpoint categories where most conversions are recorded.

i.e., let’s say 25% conversions are generated by wtkr.com, washingtonpost.com, cnn.com… These are all news related sites.

Suggesting to target a contextual adgroup focusing on news related keywords can also be worth testing.

 

3.5. The New-New: Part II

Here are recommendations to add into a monthly or quarterly, thanks to our friends at Basis Technology:

Example: Native Retargeting

Example: Segment Retargeting pools based on visitation; heavy up on users who have visited the site within 10 days (or 5, 3, 1, or less than 12 hours)

Example: Re-engage with users who have not visited the site in over 30 days

Example: Create an audience based on users who watched a video up to 50% completion

Which prospecting tactic sees the highest CTR therefore filling the user funnel?

 

 

4. The High’s and Low’s

Which tactic is performing best? or worst?

Which audience has the highest or lowest conversion rate?

which creative message has the highest or lowest CTR?

Which CTV/OTT deal has the highest offline conversion?

Point out the outstanding highs and lows in your data!

Highlighting what worked and did not worked is important!

Take note of any seasonality or industry trends (i.e., Are CPMs higher during the holiday, therefore impression count lower?

 

This can also lead to new recommendations:

The best performing audience was the soccer moms with teens in their households with an average CPA of $xx (depending on your main KPI).

We recommend testing a new creative message targeting moms with teens and retargeting xx…..

According to Google Analytics, users on the master in business page have the lowest views, we recommend testing a specific message with a lookalike of the master page.

 

For more information on this, feel free to check out Module 7 of the Course where we dive even deeper into optimization levers and how to develop efficiency. At the end of the module, you will be able to answer:

1.) What is a strategy and what to look for to create one, including creating a media plan

2.) What is optimization and why is it important?

3.) How to optimize including best practices

Also consider watching this training videos on YouTube:

Optimization Masterclass on Programmatic Targeting Levers Preview

Programmatic Activation – How To Optimize Data Segment

 

 

 

Cheers to leveling up!

Hélène
Your Programmatic Coach

_______________________________________________________________________________________________________________________________

About Helene Parker Consulting LLC, we offer programmatic media activation training and workshops. Here are some example of training topics you could offer your team!

Our mission is to help 1,000 individuals with little to no experience in marketing to become programmatic media traders and planner with The Reach and Frequency™ course (share with a friend or co-worker and offer them 20% off any product with code newsletter20).

Hiring the ideal programmatic ninja can become daunting these days and this is why we offer talent acquisition services helping amazing programmatic ninjas to find their perfect career opportunity.

If you are a candidate or a hiring manager, feel free to give me a call 757-613-9984 or email me at info@heleneparker.com

We are always looking for a referral or simply happy to chat the latest and greatest so don’t hesitate to book a call 😬

_______________________________________________________________________________________________________________________________

Hi there,

Announcement Of The Week:

The Reach and Frequency™ is a course our team and I created to teach soft and technical skills needed to be a successful programmatic ninja. The content is focused on Programmatic Activation, from fundamentals such as the programmatic ecosystem and media buying to the tools needed to launch and run a programmatic media campaign(s).  This also includes how to create a media plan and a programmatic strategy to optimization and reporting best practices.

You can purchase each module or the full course depending on your education and self-development goal. 

(share with a friend or co-worker and offer them 20% off any product with code newsletter20).

Noteworthy News of the Week:

Antoinette Siu wrote this article Media Buying Briefing: Flex workforce, fringe benefits are key to navigating the talent crisis on Digiday

Here are my takeaways:

Agencies are rethinking their staffing models from the ground up, and are prioritizing benefits and training programs.  ✅

According to a survey, 85% of agencies believe there is a shortage of media talent in the market. Many agencies are turning to third-party services, like WorkReduce, which takes care of recruiting, hiring, and onboarding talent.

Hiring has gotten more competitive, and expectations surrounding salaries and fringe benefits, as well as training resources and flexible locations, have contributed to the talent shortage within agencies. Some employers may have offered higher salaries in the past, but those offers are cooling off.

The current workforce wants better working conditions, extended holidays and breaks, and access to relevant training and learning resources. This is why GroupM and Kepler Group established their own learning and development programs aimed at helping employees pursue advanced careers and keep their skills fresh.

Fetter said employers should invest in learning and development for their workers, especially the younger ones. 🌟

Actionable Insight:

Most of the clients I service are in-market for a programmatic ninja with senior experience, and as the article mentioned, it is competitive.  

We recently conducted a training day with the HIFI Agency where programmatic fundamentals were covered with the whole team and optimization and strategy with the programmatic ninja:

“You’re a wonderful teacher and I learned so much! I’m already more confident in making changes to the account, adding the right data segments, and reviewing sites lists/suppliers. I’m excited to put all of this to work and give great insights to my clients.”

  – Kelly Cockrill,  HIFI Agency

Here are my recommendations:

• Consider investing in training: 

• • 74% of surveyed employees feel they aren’t reaching their full potential at work due to a lack of development opportunities, according to Lorman.  Take the time to offer a path for growth for each employee by identifying their strengths and encouraging the development of new skills.

• Shameless plug 🦄 I offer 90 mins workshops or 6 hours of training boot camp where we can focus on any of the following: 
  • Hiring, Onboarding, and Retaining Programmatic Talent
  • Programmatic Advertising Fundamentals
  • Programmatic Ecosystem and Media Buying 
  • Understanding Targeting Capabilities
  • Programmatic Activation: How To Launch campaigns successfully
  • Internal Workflow: What should we standardize and automate
  • Optimization Best Practices: What, Why, and How
  • Including how to optimize in 15 mins or less
  • Strategy & Planning, including how to create a media plan and more
  • Reporting Best Practices: How to tell a story through Data
  • Go ahead and book the call to discuss how I can complement your team with some customized training. 

• I am an educator and a talent scout, which means I can not only assist with training new hires but I can find them for you.  

           Book a call to discuss talent acquisition next week! 

• Consider staff augmentation:
  This means you are outsourcing the most immediate tasks to support your client. There are many benefits, including efficiently contracting an expert with the experience you need until you can hire internally.  Most offer white-label services and can fit right into your internal workflow. You can call my friends below:
  • digital X media
  • WorkReduce
  • We Are Rosie
  • SMB Consulting 

Cheers to leveling up!

Hélène
Your Programmatic Coach

_______________________________________________________________________________________________________________________________

About Helene Parker Consulting LLC, we offer programmatic media activation training and workshops. Here are some example of training topics you could offer your team!

Hiring the ideal programmatic ninja can become daunting these days and this is why we offer talent acquisition services helping amazing programmatic ninjas to find their perfect career opportunity.

If you are a candidate or a hiring manager, feel free to give me a call 757-613-9984 or email me at info@heleneparker.com

Our mission is to help 1,000 individuals with little to no experience in marketing to become programmatic media traders and planner with The Reach and Frequency™ course (share with a friend or co-worker and offer them 20% off any product with code newsletter20).

We are always looking for a referral or simply happy to chat the latest and greatest so don’t hesitate to book a call 😬

_______________________________________________________________________________________________________________________________

?utm_source=linkedin&utm_medium=newsletter&utm_campaign=heleneparker&utm_content=programmaticmediacoaching

?utm_source=linkedin&utm_medium=post&utm_campaign=heleneparker

Hi there,

Announcement Of The week:

The Reach and Frequency™ is a course our team and I created to teach soft and technical skill needed to be a successful programmatic ninja. The content is focused on Programmatic Activation, from fundamentals such as the programmatic ecosystem and media buying definition, to the tools needed to launch and run a programmatic media campaign(s).

You can purchase each module or the full course depending on your education and self-development goal. (share with a friend or co-worker and offer them 20% off any product with code newsletter20).

Reach and Frequency Course | New Pricing Announcement! Module specific pricing – Watch Video

🦄 Programmatic Unicorns Looking for a new opportunity 🦄

1. RJ is Director of AdOps with over 10 years in Ad operations on the agency side and team management – Looking for an opportunity to work for a brand or AdTech (remote!) She is the charismatic shepherd your team is in need of!
2. LA is a Media Account Director with over 14 years of experience in business marketing, contract development and management. She has a contagious grit that will inspire any team she is part of.
3. Two students of The Reach and Frequency™ course are nearing their apprenticeship and are currently running campaigns on the Trade Desk for my consulting client. One is U.S. based, and the other Toronto, CAN. They are perfect for any agency, brand, or vendor looking for junior traders.

🌟 Email me at info@heleneparker.com to find more details 🌟

Noteworthy News of the Week:

Seb Joseph and Ronan Shield write this article Even digital will feel the pinch as media buyers cut forecasts amid a rising tide of anxiety on Digiday

Here are my takeaways:

• The Institute for Practitioners in Advertising‘s latest quarterly Bellwether Report indicates that recession fears are rising fast among marketers.

• Around a quarter of companies raised their total marketing expenditure during the second quarter, while 13.4% registered budget cuts. Leading media advertising saw budgets stall, ending a year-long growth, while online and video ad spending growth continued, albeit far less than previous quarters.
• Senior marketers are preparing for a recession by reducing spending on offline channels and looking to reduce fees. Both Alphabet and Meta are reportedly starting to pump the brakes.

Actionable Insight:

Media budgets were expected to fluctuate between Q1 and Q2 2022, especially compared to 2021. After a “brief” hold in spend during the pandemic, we are simply coming down the hump.

In some cases, I’ve had conversations with brands and agencies where they’ve shared media spending increased for Q4 2022 and Q1 2023 (because competitors were decreasing).

Programmatic Ninjas, here’s one thing you may want to consider doing now, whether your clients/campaigns are decreasing budgets.

 

Active Planning:

• We usually go through planning phases once or twice, depending on the time of year. Let’s go ahead and practice “active planning,”: which means measuring and tracking beyond our typical KPIs.
• Let’s look at things beyond the platform and through the eye of our clients.
• CPMs, CPAs, and Viewability rates are essential, but so is answering how much new business or how many products were sold for the budget spent? And even take it one step (or three further) to the customer LTV (Customer Lifetime Value)

You might be thinking, “OMG, it is so painful to get through planning, and you want us to do it continuously???”

Valid question. Here’s how you can flip the coin!

My recommendation to actively plan means as you optimize for performance, take the time to analyze beyond your tactic and look at other strategies.

Here’s another recommendation(s):

Break the departmental barrier where social and search is on another planet!

I would also challenge you to share internally regularly and learn from your team’s trials and successes. What works for them may work for your client!

Budgets will always fluctuate, and when they do fluctuate downward, it can become stressful and overwhelming because you will feel like you need to stretch that budget.

Actively planning will help because you are constantly thinking about the overall objective, looking through the eye of the clients, and making data-driven decisions based on your KPIs.

Cheers to leveling up!

Hélène

Your Programmatic Coach

________________________________________________________________________________________________________________________________

About Helene Parker Consulting LLC, we offer programmatic media activation training and workshops. Here are some example of training topics you could offer your team!

Hiring the ideal programmatic ninja can become daunting these days and this is why we offer talent acquisition services helping amazing programmatic ninjas to find their perfect career opportunity.

If you are a candidate or a hiring manager, feel free to give me a call 757-613-9984 or email me at info@heleneparker.com

Our mission is to help 1,000 individuals with little to no experience in marketing to become programmatic media traders and planner with The Reach and Frequency™ course (share with a friend or co-worker and offer them 20% off any product with code newsletter20).

We are always looking for a referral or simply happy to chat the latest and greatest so don’t hesitate to book a call 😬

________________________________________________________________________________________________________________________________

?utm_source=linkedin&utm_medium=newsletter&utm_campaign=heleneparker&utm_content=programmaticmediacoaching

?utm_source=linkedin&utm_medium=post&utm_campaign=heleneparker

Hi there,

Announcement Of The week:

The last couple of weeks have been lit with announcements. Google announced that they were pushing cookie deprecation to 2024. In the most recent episode of the Programmatic Digest podcast, I review how it all started. Why are we even talking about this? I demystify the term Cookieless Future in episode 94: The Cookieless Future.

That episode was pulled from a bonus session I offered in Module 5 of The Reach and Frequency™ where cover targeting mix (what they are, why they are important, and when to use)

Listen on all platforms and on YouTube

🦄 Programmatic Unicorns Looking for a new opportunity 🦄

1. RJ is Director of AdOps with over 10 years in Ad operations on the agency side and team management – Looking for an opportunity to work for a brand or AdTech (remote!) She is the charismatic shepherd your team is in need of!
2. LA is a Media Account Director with over 14 years of experience in business marketing, contract development and management. She has a contagious grit that will inspire any team she is part of.
3. Two students of The Reach and Frequency™ course are nearing their apprenticeship and are currently running campaigns on the Trade Desk for my consulting client. One is U.S. based, and the other Toronto, CAN. They are perfect for any agency, brand, or vendor looking for junior traders.

🌟 Email me at info@heleneparker.com to find more details 🌟

Noteworthy News of the Week:

Both, Allisson Schiff at AdExchanger and Ronan Shields at Digiday have written about this. Apple is building a DSP.

Here are my takeaways:

• Apple is building a data-driven ad platform to serve ads on the App Store, the mobile web, and third-party properties. The company would not confirm the plans or provide additional context.
• Apple has built a vast walled garden of connected products and Apple services. It has now announced plans to add two new ad placements in the App Store, one on the Today tab and the other on product pages.
• Apple is making aggressive moves into advertising, and this move speaks to the anti-competitive nature of cookie-blocking and mobile ad ID-blocking on the open web and in-app ecosystems.

Actionable Insight:

Programmatic ninjas, what should we make of this announcement?

From a buyer’s perspective, it will give us additional options for mobile targeting, especially since measurement and attribution are so limited nowadays.

Understanding the impact today will shape tomorrow’s decisions, so here are some things you consider looking into now:

• How much mobile-focused traffic are you bidding and buying? How much of it is in-app? This will help determine if you should test Apple DSP or not. This will also help you understand the impact of signal loss in your campaign.
• Take it one step further: where are we serving? Look at the inventory source, including the seller, publishers, SSPs, and the app/event. Make sure you take into account your campaign goals and your primary KPI.
• It’s time to speak up: Reach out to the partners that are not performing and demand refunds. Yes, I said it! Demand refunds for underperforming and brand-unsafe inventory! Make sure you also hold your DSP’s team accountable for working with these partners.
• Lastly, don’t be afraid to remove or reduce bidding on google ad ex inventory! A large inventory does NOT result in higher conversions.
• One more time for the people in the back: a large impressions count does not prove conversion increase.

Do you need help inspiring, encouraging, and retaining talent?

I offer workshops and mini optimization boot camp focusing on SPO, Performance review, and focusing on the ladder.

Book a Call for a free consultation Today!

Cheers to leveling up!

Hélène

Your Programmatic Coach

________________________________________________________________________________________________________________________________

About Helene Parker Consulting LLC, we offer programmatic media activation training and workshops. Here are some example of training topics you could offer your team!

Hiring the ideal programmatic ninja can become daunting these days and this is why we offer talent acquisition services helping amazing programmatic ninjas to find their perfect career opportunity.

If you are a candidate or a hiring manager, feel free to give me a call 757-613-9984 or email me at info@heleneparker.com

Our mission is to help 1,000 individuals with little to no experience in marketing to become programmatic media traders and planner with The Reach and Frequency™ course (share with a friend or co-worker and offer them 20% off any product with code newsletter20).

We are always looking for a referral or simply happy to chat the latest and greatest so don’t hesitate to book a call 😬

________________________________________________________________________________________________________________________________

?utm_source=linkedin&utm_medium=newsletter&utm_campaign=heleneparker&utm_content=programmaticmediacoaching

?utm_source=linkedin&utm_medium=post&utm_campaign=heleneparker

Hi there,

Announcement Of The week:

Let’s spend a day developing guidelines and doing live training on How To Optimize programmatic campaigns in 15 mins or less so you can focus more on strategy and business development support.

Check out our summer training specials!

🦄 Talent Acquisition  🦄

Would you like to hire a programmatic media trader?

Two amazing programmatic ninjas are currently training in the Reach and Frequency™ course and have started their campaign management training in the Trade Desk (Other DSPs training can be provided, just holla!)

If you are looking to hire programmatic media traders at a junior level please email me at info@heleneparker.com

Noteworthy News of the Week:

Just in case you haven’t heard, Google pushed the cookie deprecation deadline to late 2024. In this newsletter, however, we are going to talk about how you can become more efficient in your day-to-day as a programmatic ninja…because now we can focus on something other than cookies…jk! More on cookie deprecation next week!

Back in May, I conducted a masterclass on optimization best practices and covered the following:

How to make intelligent and data-driven decisions in 15 mins or less

Isn’t it funny how time works? You may need to block calendars from time to time, but in this masterclass, I show you how to stay focused and efficient on the top 2-3 levers you need to look at.

I.e.: We cover which report you should automate so that you can have it available anytime you need. You might need a daily report pulling the last 15 days with impressions, CPM, Clicks, CPCs, and Cost to optimize for a delivery-based campaign, aka an awareness campaign.

When and What To Look At Updating

It all starts with a deep breath, then let’s look at 5 popular campaign objectives and KPIs.

We look at what changes to start with when your campaign goal is delivery-based, click-based, action-based, viewability, and Completion Rate.

I.e.: Looking at audience segment and site inventory is super important for conversion-based campaigns and are two levers you could start with.

How To Set Your Day for Success?

Things are moving at 1,000 km/hr and in every direction. You can request access to bonus checklists that will help you stay accountable and organized when you have those busy days.

This is for you if:

• You are constantly pulled into meetings or calls, and for those back in the office, where people are just walking up to you.
• You don’t have time to show your campaigns some love and have important deliverables for other clients.
• You want to continue being a servant leader to your team and providing support since you are the expert on the team but are hella stressed about everything.

Get a copy of it here! And let me know if you are interested in Part II where I’ll be covering each KPI optimization separately with live examples.

Cheers to leveling up!

Hélène

Your Programmatic Coach

________________________________________________________________________________________________________________________________

About Helene Parker Consulting LLC, we offer programmatic media activation training and workshops. Here are some example of training topics you could offer your team!

Hiring the ideal programmatic ninja can become daunting these days and this is why we offer talent acquisition services helping amazing programmatic ninjas to find their perfect career opportunity.

If you are a candidate or a hiring manager, feel free to give me a call 757-613-9984 or email me at info@heleneparker.com

Our mission is to help 1,000 individuals with little to no experience in marketing to become programmatic media traders and planner with The Reach and Frequency™ course (share with a friend or co-worker and offer them 20% off any product with code newsletter20).

We are always looking for a referral or simply happy to chat the latest and greatest so don’t hesitate to book a call 😬

________________________________________________________________________________________________________________________________

?utm_source=linkedin&utm_medium=newsletter&utm_campaign=heleneparker&utm_content=programmaticmediacoaching

?utm_source=linkedin&utm_medium=post&utm_campaign=heleneparker