So far, we have touched on a variety of information about DSPs, but this time we will look at the actual process and what kind of interactions you have with DSP vendors (distribution companies).
We will also explain how to utilize the results.
Flow from proposing DSP to implementation and post-implementation
[At the time of proposal]
As I touched on a little in the previous explanation, the following things are necessary in order to maximize the effectiveness of the proposals from DSP vendors.
-
Distribution layer: Can you reach the target you want to reach?
– Billing method and amount: Most DSPs use CPM (charge per impression), but some places also allow CPC (charge per click). Is the charge amount appropriate?
– Delivery time and day of the week: Can you choose the day of the week and time that suits the target you want to deliver to?
・Segment details: What kind of data is used to realize the proposed segments (because advertising effectiveness changes depending on the data you have)
・Operation: What about support systems, reports, etc. to maximize the effectiveness?
[Before implementation]
There are advance preparations that are necessary when the proposal and budget match and the implementation is confirmed.
・Install tags for retargeting: Install tags to retarget visitors
・Installing a conversion tag: Installing a tag that determines whether a conversion has occurred via DSP
・Management screen settings: Depending on the DSP, progress is checked on the management screen, so settings are necessary.
There are many other detailed tasks to be done, but once the above is completed, you will be able to at least start streaming.
[In progress – after implementation]
Once DSP distribution starts, you will be able to use the management screen.
Alternatively, we will ask you to submit the distribution report as a report in PowerPoint, Excel, etc.
The important point here
is
to submit requests for improvement in a timely manner
.
This is a necessary action to match the CPA, because the CPA will not match from the beginning unless it is a very suitable demographic.
However, it would be a waste if the results of the distribution were not good, and as a DSP company, it is difficult to make proposals that match the CPA from the beginning.
The important thing in operation is to consider what to do after the results are obtained.
In addition, when considering the proposal, consider the degree of agreement and deviation from the points that were highlighted at the time of proposal.
Under such circumstances, it is necessary to repeatedly consider and implement measures to obtain the maximum effect.
Furthermore, I think it is important
to find a contractor who can help you figure out what to do
to make it work.
summary
◆The implementation of DSP begins with various steps from before proposal to implementation and post-implementation.
◆If you want to properly adjust the CPA during and after the implementation, it would be good to run the PDCA cycle at a fixed point and work side by side with the DSP provider.