Expanding Performance with Buy-Side Platforms

A buy-side platform is one of the most effective methods to generate massive amounts of targeted traffic to a landing page. When you leverage data about your customer base to help build your campaigns, you will find opportunities to scale and expand. Here are some tips on what to look for and how it could potentially impact your work.

Why Target?

A buy-side platform is plugged into several sell-side platforms offering vast amounts of traffic. If you do not target, all of that traffic is fair game. If you do run a campaign without targeting, even if you bid by keyword, you’re likely to get a ton of hits without many conversions. Simply put, targeting is how you increase profit margins and scale your campaigns.

Buying Good Traffic

Why do some marketers perform better than others? The answer is targeting. The marketers who excel tend to do so because they understand more about their target market. Get granular with your data. Look for clues about customer behavior, like which days have the highest conversion rates in your campaign. You might also consider which browsers they use, and whether or not they are likely to use a mobile device to access content.

Use that data to segment your traffic. This would allow you to show your ads only to people who fit the demographics you’re looking for, which should increase conversions and reduce bounce rates almost immediately. If done correctly, you’ll see a slight dip in volume with a strong increase in conversion rate.

Bio: Ted Dhanik is the CEO of the digital advertising company, engage:BDR. Ted Dhanik has been working in digital advertising since the early 2000s, where he began his career working with MySpace.com. Ted Dhanik is the co-founder of engage:BDR, a platform offering both mobile and desktop distribution.