3 Common Mistakes to Avoid When Using Self-Serve Advertising Platforms

Self-serve advertising can be defined as a process where advertisers get the flexibility to define criteria for an ad campaign and purchase digital ad inventory without any hassle. The medium used for self serve advertising is known as a self serve media buying platform. In today’s time, self serve ad platforms are gaining huge traction. If used in the right way, it can be a great asset for publishers as well. It not only frees up their valuable time but also gives them enough revenue generation opportunities from small as well as big advertisers. However, there are a few mistakes that publishers can make while using a self service advertising platform. This can hamper their overall efforts, and they won’t be able to achieve the desired results.

Let’s discuss 3 common mistakes that publishers make and how they can be avoided to make the most of self serve advertising:

It’s not a set-it-and-forget-it model.

Just because self service platforms offer automation, there is no place for complacency at all. To make sure that you are doing it the right way and getting something out of it, make sure that everything is being monitored actively. Other than this, it is also important to have clearly defined strategies in place.

There are three different types of strategies that a publisher can use: short-term, medium-term, and long-term. It is important to figure out what works best for you. The main factors that need to be taken into consideration are:

  • What portion of ad space should the platform sell?
  • What is the main purpose behind streamlining existing sales processes or generating new revenue streams?

After that, a management structure can be defined for managing these sales. For even better results, you can also run a regular check (monthly, quarterly, etc.) and analyze if the performance meets your expectations.

SEO is an important aspect.

The second common mistake that publishers make while using a self serve ad platform is not maximizing the SEO potential. Usually, when a self serve platform gets launched by a publisher, it is followed by the creation of a brand-new landing page. This landing page works as a portal for several campaign management activities. Since this landing page is completely new, it does not have any online presence. This is also the reason why many advertisers can’t find that landing page, resulting in a lower conversion rate. The only feasible solution to this problem is to make use of existing digital assets to promote this platform. For example, links to the platform can be added to multiple pages of the existing website. This will not only increase search ranking but also add a trust factor to your new self service ad platform. Remember, it is important to include the original brand name in the new platform and to use SEO-friendly keywords and content.

Look around at what others are doing.

In today’s highly competitive landscape, it is the need-of-the hour to offer something unique, as it helps you stand out. However, in some aspects, it is also important to have a fair idea about what other industry players are doing. When you know what your competitors are doing and what their best practices are, you will get plenty of ideas that you can implement. Since self service advertising is a relatively new concept, everyone is constantly learning. It is recommended to join a few relevant communities and forums for knowledge sharing on self service platforms.

By following the above tips, publishers can definitely maximize their direct sales potential. If you are looking for a dependable self serve advertising platform, Self Serve Plus is an option you can consider. It gives advertisers direct buy access to your website’s inventory, including non-standard ad placement, to provide them with a better ad-buying experience. With a wide range of features, Self Serve Plus is unarguably the best self-serve advertising platform available in the market.

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