How to Run Smarter, Safer, and More Successful Campaigns

Programmatic advertising has revolutionized the way brands buy media. Automating the buying process and layering in data allows advertisers to deliver relevant ads to the right audience at the right time, at scale.

But automation doesn’t mean set-it-and-forget-it. In fact, to succeed in programmatic, you need smart setup, constant optimization, and a clear strategy.

Here are the essential best practices that every advertiser should follow to make the most of programmatic platforms like DV360, The Trade Desk, or Yahoo DSP.

1. Start with Clear Objectives

Before launching any campaign, ask:

• Are you trying to build awareness?

• Generate leads or sales?

• Drive app installs?

• Re-engage past visitors?

Programmatic platforms offer campaign types tailored to each goal. Clarity upfront means smarter setup, bidding, and tracking.

2. Build a Strong Foundation

• Use quality creatives in all needed formats (static, video, HTML5)

• Ensure your landing page is optimized for mobile, speed, and conversion

• Set up conversion tracking (Floodlight or pixel-based)

• Use UTM parameters to connect campaigns to analytics

Your tech stack should support clean measurement from first impression to final result.

3. Segment and Layer Your Audiences

Don’t go broad by default. Use:

• 1st-party audiences: Website visitors, CRM data, app users

• Lookalike audiences: Expand reach while staying relevant

• 3rd-party segments: Enrich targeting with behavior or interest data

• Custom intent: Target users based on recent search behavior or content

Combine these layers with location, device, time of day, and language targeting for precision impact.

4. Choose the Right Bidding Strategy

There’s no one-size-fits-all. Match bidding to your goal:

Pro tip: Use automated bidding, but monitor regularly.

5. A/B Test Creatives—Always

Create multiple variations of:

• Headlines

• Images or videos

• Call-to-actions

• Layouts

Run them in the same ad group and let performance guide optimization. Never assume one creative fits all audiences or formats.

6. Protect Your Brand with Safety Measures

Use tools like:

• DoubleVerify, Adloox, or IAS for fraud detection and viewability

• Allow lists and blocklists to control where your ads appear

• Contextual targeting to align with brand-safe content

Programmatic gives reach, but not all inventory is created equal.

7. Monitor, Analyze, Optimize

Use real-time dashboards (like Looker Studio) and weekly checks to:

• Pause underperforming creatives or audiences

• Shift budget to high-performing placements

• Refine targeting based on conversion paths

Set KPIs that match your goal, and avoid vanity metrics like impressions alone.

8. Leverage Retargeting & Sequencing

• Use retargeting to re-engage users who didn’t convert

• Use sequential messaging to tell a story across ad touches

• Create custom journeys based on behavior (e.g. video view + cart abandon)

This keeps your ads relevant and more likely to convert.

9. Stay Updated with Platform Features

Programmatic platforms evolve constantly. Take advantage of:

• New formats (interactive, CTV, shoppable units)

• Data integrations

• Inventory expansions

• AI-based optimizations

A well-informed team will always outperform passive buyers.

10. Work with Experts

While DV360 and other platforms are accessible, they require daily attention to perform well.

Working with an expert agency like GETDV360, a certified Google Partner, gives you:

• Hands-on campaign management

• Creative and audience strategy

• Third-party verification integration

• Transparent reporting and insights

Final Thoughts

Programmatic advertising is one of the most powerful tools in modern marketing. But power doesn’t guarantee success.

You need:

• Clear goals

• Strategic planning

• Clean data

• Smart execution

• Constant refinement

Follow these best practices and your campaigns won’t just run—they’ll perform.