When it comes to building a successful programmatic ad campaign for your marijuana business, you need the perfect balance of creativity, value and personal connection to really reach your customers. If you’ve been unsure of where to begin your digital marketing strategy, these five ingredients will help you get started with programmatic buying. As your campaign evolves you can learn and make adjustments along the way to achieve continued success.

Clear Objectives

You won’t know whether or not your campaign has been successful until you decide on goals and metrics by which to measure them. This is the starting point of any great marketing strategy. It’s not enough to say you want “more sales” or “more visitors.” You really need to lay down some numbers and get a solid idea of the kind of change you want to see.

Creative Input

In order to get the most out of your campaign, you need to gather creative input from all of the parties involved. Programmatic ads are complex, so you need to be sure that the marketing agency, production agency and the brand itself have all had their say in the ads that will be published.  

The Matrix

The beauty of programmatic advertising is the fact that it is so dynamic. The challenge is that each individual file will be stretched, smashed, cropped or otherwise altered depending on which device it appears on. This makes it impossible to create just one ad. You need to be sure the copy and images you are using for each ad will be reformatted correctly no matter where they appear. This requires a matrix of options and designs.

Review Process

Once you’ve tested and reviewed every possible aspect of your ads, it’s time to go live. Unlike older advertising mediums, programmatic advertising still allows you the ability to change direction on the fly. In order to make the most of your campaign you need to have a set review process that will allow you to evaluate performance, but also take cues from the parts of your campaign that are working and continue building on them.

A Great Partner

You wouldn’t dream of trying to run a TV station by yourself just to broadcast your advertisements, so you probably shouldn’t try to take on your programmatic campaign alone either. It’s a good idea to partner with someone experienced to get the results you’re looking for, such our team here at MMX. Learn more about Programmatic and get your ads rolling today!