Sarojini packirisamy

I'm Sarojini. I was a programmatic account manager at a programmatic company. I have over eight years of experience in digital marketing. In my previous role, I handled a team of six members. My team was responsible for end-to-end campaign management, including ad trafficking, troubleshooting campaigns, and optimization. In the early stage of my career, I started with search marketing projects. In those projects, I was responsible for reporting, keyword building, and ad copy creation. I was very comfortable with the reporting part. I have used Google AdWords, which is now called Google Ads. That's it. Then, I moved to social media projects. Actually, that was very critical. It was critical because when I moved to the project, the project status was very bad. The client had cut off payments based on our error quality, and they decided to decrease our available resources from seven to two. At that moment, I got the project based on my problem-solving ability. I'm an expert in handling complex tasks with patience. My manager decided to move me to the project. I believe I completed the project very successfully. Because of the project, I received many rewards, and I increased the billable amount from two to fifty. That was my biggest achievement in my digital marketing career. That means a lot to me. After that, I moved into the programmatic section. First, I worked on an eBay project using DFP. In that project, I handled ad trafficking. Then I moved to the DV 360 and media projects. In those projects, I handled ad trafficking, troubleshooting, and optimization using various tools. I have used Media Math and DV 360 DSP for about four years. That was my most valuable experience. And then, I moved to another project related to CMS and CM 316. I was responsible for implementing click trackers and impression trackers and providing them to the client. That was my experience.

Next, I'll describe the process of setting up a test to evaluate a new bidding strategy on d g three sixty. Okay. Perfect. In d p three sixty, we have to follow the right hierarchy that is first, partner account, then advertiser, then campaign, then IO, then line items. For YouTube campaigns, we have to use ad groups. That is another one. An ad group is only available for YouTube campaigns. First, we need to select the partner account. Actually, in d v three sixty, in my previous experience, I know we don't have an individual account for our d v three sixty because they need us to achieve 10,000 impressions per day. We have to follow the criteria, so I use the client account. In that, I just enter the partner account and then move to the advertiser part, then I select the advertiser. If it is an old account, we do not need to set any other settings in the advertisement part. If it is a new strategy, we need to set advertisement advertiser settings, like billing portions, and then currency, we have to set. And then the name of the advertisers, website link, we have to set, and then move to the campaign. In that campaign, we just enter the details, name, flight date, and then status. Status is very important. Each criterion has those options. In an advertiser level also, we have an optional status, and then we need to set a goal. Actually, if suppose we are adding line items, budgets, and that is flight, it means the whole line item performs based on the line item settings, not on the campaign settings. So, if the campaign settings are optional sometimes, we have to update budget and then frequency cap, like the settings we have to update, and then we go to the line item. In the line item, we have to select all the settings, goals, bid strategy, frequency cap data, targeting inventory sources like that we have to set. In the big strategy, it is important. And then we need to select the creatives and advertiser level, and then we have to set select creatives under the line item.

Can you disconnect an experience that you use the MS Office tools to analyze and present campaign data? Can you describe an experience value in the Surface tools to analyze and present campaign data. MS Office has many tools for that. MS Office is an app, and we need to go to it, open any other document, and then use Excel, and then documents, such as Outlook, which offers various options. Using MS Office tools, we are using spreadsheets, spec sheets, and online Excel sheets, which are included in the MS Office suite. Most probably, we use Excel sheets to prepare and analyze campaign data. In the UI platform, we have options to download reports via CSV and then Excel. We download the report, open the file in MS Office, and analyze the data. These are my experiences using MS Office tools to analyze and present campaigns. If you need to edit any data, we have options to edit it.

We have to manage a conflict between client objectives. Yeah, that was a great question. Actually, sometimes it happens because, based on the media plan only, we have to build a campaign to create campaigns, that is, we have to execute campaigns. But sometimes, based on that, we have to do. In such situations, I recall a previous client experience. In that case, the client used a fixed CPM, which is an automatic big CPM in the line item, but wanted to use a big multiplier. However, we do not use a big multiplier in automated bit settings because we have to increase or decrease the line item, fix the CPM, based on different criteria. If we have a fixed CPM, then we have to use a bit multiplier. So, it happens sometimes. On such situations, we provide the client with documentations based on big multiplier usages and then send it to the client. We also have another option in the comment section, using Slack or Microsoft Teams, where we can communicate with the clients. On that, we just take a screenshot of that and then send it to the client. Send it to the client. That was my experience. Actually, we are not experts in all things about the programmatic or any other platform. So, we just go through the articles and then every document. It's supposed we cannot do the settings, so they just go through the article and then read and then take a screenshot of that and then take a link for that and then send it to the client, kind of because that was the greatest thing created. We believe clear communications is a good foundation for successful projects. So, I believe I just send the article link to the client and then highlight the points and send it to the client.

What are the first steps you take to troubleshoot your programmatic campaign that is not delivering as expected? Okay, that was a good question. Actually, the first step for non-delivering campaigns is to check if the line item is delivered or else it has a limited budget. First, I need to confirm that the line item has been delivered or not. And then I check the dates and budgets of the line item. I will campaign everything, as it's supposed to exist or not. Then, I go to check the creative status, at least we have one approved creative under the line item. And then we need to use any standard size. This was helpful to get more impressions, like that. That was a performance improver. So we need to set one standard size, and then I have to check the creative status. And then, next, I check if the campaign has deals, and if so, we need to check the exchange. It's supposed that if it is Google Ad Exchange deals, creators must be approved in Google ADS. So I just check the creative status and exchange. I just checked the creative status of exchanges. And then, after that, I'll just check the frequency cap. Sometimes, targeting options can interrupt performances or drop down performances. So I just check the frequency cap and targeting options, and then I check a viewability report to find out which one causes a spike. It could be desktop or mobile. Like that, we have to check and then check the bidding options and then optimization option. And then we have options like impression lost, which is a troubleshooting widget. So using that, we just find out what is the blocker of impressions. That's it. And then, if we are using any logic in between the targeting options, sometimes it creates a conflict, so that sometimes it blocks our performances. So I just ensure that if the and logic using targetings have connections or not. That's the part I just check.

Can you explain how frequency camping works and why it is important and problematic campaign advertising? Yes. Frequency camping refers to the practice of limiting the number of times a user sees an ad within a given period of time. This is achieved through a frequency cap, which is the number of times a user can see an ad. A frequency cap is the number of times a user sees an ad within a given period of time. For example, if I set a frequency cap of 2 per day, it means a person sees an ad for two times per day. This works based on the settings in the campaign level. In the line item level, we have options like a frequency cap. For instance, setting a frequency cap of 2 per day means that the line item will work based on the campaign level's frequency cap settings. Frequency cap is very important for our campaign performances. In programmatic advertising, it's essential to check the frequency cap if a brand awareness campaign is not delivering the desired results. If the frequency cap is too high, it can affect our performances, and we need to reduce it to achieve our goals. Frequency cap is related to impressions and reach. These two factors are connected to the frequency cap. It's essential to keep the frequency cap restrictive based on the goal settings. However, frequency caps work differently for display and video campaigns.

Function of third-party ad hoc and programmatic advertising. Yeah. Instead of ad set, we have used a third-party ad tag. In programmatic advertising, for example, DCM is an ad server. We are using one creator, hosted with one creative, which has a third-party ad tag, hosted with the means, we have to use DCM ad tags. In fact, we have an article, and we have so many ad servers. We are currently using in dV360. Flashback, Sysmec, and then DCM. If, instead of uploading assets, we are using third-party tags. We need to first obtain third-party tags from the client for implementation in our dV360, which is the DCM platform. They just provide a JavaScript app or an Iframe tag or any tags from these same servers, and we just copy and paste it in the creative settings. How it works is that if we add an asset in the creator main, they do not have any other third-party call for the tagger because we are just uploading images like that in our DSP. But, in the case of using any third-party app server tag list, they call upon the third party to show the ad to the user when the user enters the website. And then, they hand the data showing if the user clicks the ad, they will call upon the DCM or any other third-party ad servers. And then, they count the click in the third-party ad servers, but not on the DSP side. So, that's why we are using third-party ad tags with macros, which is click macros. If we added the click macros and the third-party ad tag, we can also count the click and impressions in our DSP. So, these are the functions of third-party tags in programmatic advertising.

What metrics would you focus on to understand the effectiveness of a campaign? In programmatic advertising, we prioritize more metrics, which include impressions, clicks, conversions, and ROAS. These are the prioritized metrics. We use these as KPIs. KPI stands for key performance indicator. The key performance indicators are impressions, click-through rates, and conversions. These KPIs help us improve performance and then monitor the campaign effectively. In programmatic advertising, the key performance indicators are impression, click-through rates, and conversion. These KPIs help us measure reach, engagement, effectiveness, and overall performance of the campaign. So, these are the metrics we need to focus on and understand. It includes impressions, clicks, conversions, and ROAS. These are the main metrics.

What does some I don't see optimization techniques. You can employ Yeah. I have an example. Actually, the client wants to improve the brand awareness campaign. The client wants to reduce CPM. So, in my mind, the first thing is if we want to reduce CPM, my first suggestion is to reduce the frequency cap and then block some lower-performing sites, like that. And then, limiting the targeting capabilities. However, the client wouldn't want to change the targeting options. And then, if they reduce the frequency campaigns, actually, the campaign goal is brand awareness. So, if we reduce the frequency cap, it would affect the impressions. If we suppose that reducing the frequency cap affects the impressions, it would also affect the KPIs. So, we cannot reduce the frequency cap. What are the other options? They wouldn't want to change the targeting options. So, after that, I just gave another option such as viewability. Viewability is also very restrictive for getting impressions. So, but then we suggest using a big multiplier. These are the very best techniques to increase or decrease the CPM based on different criteria. So, we just provided recommendations like using a bit multiplier. If suppose the campaign is performing better on desktop than on mobile, we just provided insights to set a bit multiplier. That is, if we set a 2 bit multiplier and desktop only has that option. It won't affect the mobile delivery and then CPM. So, we just provided the options. Actually, in programmatic advertising, we have another option, which is cookieless. We are moving into the cookieless future. So, contextual targeting is the most important thing for the cookieless future. So we just recommended using contextual targeting, adding, and then block listing, and then using a big multiplier, and then helping.