Programmatic advertising allows Australian small businesses to compete with the big players by using automated technology to buy ad space in real-time. Instead of manual negotiations, you use data-driven insights to show the right message to the right person at the exact moment they are most likely to engage.
Why Programmatic Matters for Your Business
For many Brisbane business owners, traditional display advertising feels like a 'spray and pray' approach. Programmatic changes the game by using AI and real-time bidding (RTB) to ensure your budget is spent only on impressions that meet your specific criteria. Whether you want to target homeowners in Ascot or tech professionals in the CBD, programmatic provides the scale and precision needed to grow your brand efficiently.---
Prerequisites: What You’ll Need Before Starting
Before you dive into the technical setup, ensure you have the following ready:- A Clear Objective: Are you looking for brand awareness, website traffic, or conversions?
- Creative Assets: High-quality banners (standard IAB sizes like 300x250, 728x90, 160x600) or video files.
- A Demand-Side Platform (DSP): Access to a platform like StackAdapt, Choozle, or Google Display & Video 360.
- A Tracking Pixel: Installed on your website (via Google Tag Manager) to measure results.
- Budget: A minimum starting budget (we recommend at least $1,000 - $2,000 per month for meaningful data).
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Step 1: Define Your Target Audience
Success in programmatic starts with knowing exactly who you want to reach. Unlike basic demographic targeting, programmatic allows you to layer data. Think about your 'Ideal Customer Profile'. Are they searching for 'mortgage brokers in Brisbane'? Have they visited a competitor's website recently? Define these segments clearly before logging into your platform.Step 2: Choose and Set Up Your DSP
A Demand-Side Platform (DSP) is the software you’ll use to buy mobile, display, and video ads. For Australian SMEs, platforms like StackAdapt are popular due to their user-friendly interfaces. Once you’ve chosen a platform, you’ll need to set up your account, enter your business details (including your ABN for tax purposes), and link your credit card or line of credit.Step 3: Install Your Tracking Pixels
You cannot optimise what you cannot measure. Navigate to the 'Pixel' or 'Tracking' section of your DSP. Copy the code snippet and place it on your website using Google Tag Manager. Screenshot Description: You should see a dashboard showing a 'Base Pixel' status. Once installed correctly, the status should turn from a red 'Inactive' dot to a green 'Active' or 'Receiving Data' signal.Step 4: Create a New Campaign
Click on 'Create Campaign'. You will be asked to name it—use a logical naming convention like: [Year] - [Product] - [Audience] - [Location]. This makes reporting much easier later on when you have multiple campaigns running.Step 5: Set Your Budget and Bidding Strategy
Decide how much you want to spend daily or over the life of the campaign.- Pro Tip: Start with a 'Max CTR' or 'Max Conversions' bidding strategy. This allows the platform's AI to bid higher for impressions that are more likely to result in a click or sale.
- Australian Context: Remember that CPM (Cost Per Mille/1,000 impressions) in Australia varies. Expect to pay between $4 and $12 depending on how niche your audience is.
Step 6: Configure Geographic Targeting
If you are a local Brisbane business, you don't want to show ads in Perth. Use the geo-targeting tools to select specific postcodes or a radius around your business. You can even 'Geofence' specific locations, like a trade show or a competitor’s storefront.Step 7: Select Your Inventory and Channels
Where do you want your ads to appear? You can choose between:- Native: Ads that look like articles.
- Display: Traditional banners on news sites like News.com.au or Courier Mail.
- Video: Pre-roll ads on YouTube or other premium publishers.
- Connected TV (CTV): Ads on streaming services like 7plus or 9Now.
Step 8: Layer Your Audience Data
This is where the magic happens. Use 'Third-Party Data' to find people based on their interests, or 'Intent Data' to find people actively looking for your services. Common Mistake: Don't make your audience too narrow. If your 'Estimated Reach' is under 50,000 people for a display campaign, your ads might never serve because the pool is too small.Step 9: Upload Your Creatives
Upload your ad files. Ensure they meet the file size requirements (usually under 150kb for banners). Add your 'Destination URL' (the landing page) and don't forget to add UTM parameters so you can see the traffic in your Google Analytics.Step 10: Set Frequency Caps
Ever felt 'stalked' by an ad? That’s poor frequency capping. Set a limit—for example, no more than 3 impressions per user per day. This prevents 'ad fatigue' and saves your budget from being wasted on the same person who isn't clicking.Step 11: Review and Launch
Double-check your dates, budget, and tracking. Ensure your 'Brand Safety' settings are on—this prevents your ads from appearing next to inappropriate content or 'fake news' sites.Step 12: Monitor and Optimise (The 7-Day Rule)
Resist the urge to change things in the first 48 hours. The AI needs time to learn. After 7 days, look at which websites (domains) are performing best and which are wasting money. Blacklist the underperformers and shift your budget to the 'winning' sites.---
Pro Tips for Success
- Use High-Impact Sizes: The '300x600' (half-page) and '970x250' (billboard) sizes often have much higher engagement rates in the Australian market.
- Landing Page Matters: Don't send programmatic traffic to your homepage. Send them to a dedicated landing page that matches the ad's message.
- Test Multiple Creatives: Always run at least 2 or 3 different designs to see which imagery or call-to-action resonates best with your audience.
Troubleshooting Common Issues
- My ads aren't delivering: Check your bid price. If your CPM bid is too low, you’ll lose every auction. Try increasing your bid by 20%.
- High clicks but no conversions: Your landing page might be the problem. Is it mobile-friendly? Does it have a clear 'Contact Us' button?
- Too many 'junk' sites: Check your site transparency report. If you see your ads on flashlight apps or games, exclude the 'Games' category in your campaign settings.
Next Steps
Now that your programmatic campaign is live, the next step is to look at Retargeting. This allows you to show specific ads to people who visited your site but didn't convert, keeping your brand top-of-mind.If you find the technical setup a bit overwhelming or want to ensure your budget is being managed by experts, our team at Local Marketing Group is here to help. We specialise in helping Brisbane businesses scale through smart, automated advertising.
Ready to take your advertising to the next level? Contact us today for a strategy session.