Updated: Aug 29
As a startup, small business, e-commerce business or small agency you’re inevitably going to invest in paid search and advertisement on social media platforms.
The benefits of paid search are clear - you’re going to promote your product while people are searching for it which means you’re targeting with a very clear intent.
With Paid Social, however, you have the opportunity to drive a higher engagement with your targeting audience while also leveraging the huge proprietary targeting data from these platforms. Just think of all the data Facebook has on their users.
Now - as a brand grows, so must its marketing channels. Paid search and social advertising are no longer sufficient tools in order to provide the volume of leads or sales needed to meet growth requirements.
You will soon find the cost & complexity of these channels increasing.
For example, the complexity of managing different social media platforms, reporting and creative formats as well as the increasing cost (high CPC) of Competitive Keywords - especially if you are trying to reach an in-demand audience segment.
Once at this stage, you might wanna consider Programmatic Advertising as it can be the optimal channel to enhance your existing marketing mix to drive greater campaign success.
Now you might be wondering: What is Programmatic Advertising?
Programmatic Advertising is the automated process of buying digital ad inventory based on targeting criteria set by the advertiser. And yes, that’s the shortest explanation I could come up with.
It typically refers to display ads (i.e. banners) but could also be video ads (pre-roll) or native ads.
With Programmatic Advertising you can access unique inventory across the entire internet from the largest publishers besides the so-called Walled Gardens (Google, Facebook, Amazon and others).
Nowadays, the majority of websites on the Open Internet fill their inventory using programmatic. Therefore, the available reach frequency is very high and cost can be very low. You can also have a wide range of prices based on your objectives and the targeting parameters (CPM tends to be higher for publishers with high quality content, ie Financial Times, The Economist, The New York Times, etc), to make sure your solution fits your budget.
Another major advantage of using Programmatic Advertising is that you have at disposal many targeting options and multiple different ways to reach your target audience by using either your first party data or third-party data providers. You also have a wider range of ad formats to use in programmatic - from standard display banners to native, video and audio creatives.
Complement programmatic advertising with paid search.
You can drive greater campaign success by pairing paid search with programmatic ads.
Paid search campaigns allow you to focus on people actively searching for your brand, while programmatic campaigns focus on those who may not be actively searching but have shown some interest in your brand and thus helps increase brand awareness.
1. Optimize Landing Pages
While your landing pages for search ads may want to drive the user to fulfill the original intent (I’m searching for an item >> buy the item), a user that clicks on a display ad or watches a video ad may be just interested to know more about your brand.
Action → Consider for your programmatic ads landing pages with some informative content (blog, white paper, explainer videos, demos).
Build retargeting audiences off of visitors of these pages and you will early on have identified a potential converting audience to nurture across the funnel - well before having shown a clear intent (and at a much lower price).
2. Develop a successful programmatic strategy with the help of Paid Search Learning.
You get a lot of valuable data when you use paid search ads. Identifying your top KPIs and audience details, you can create predictive audiences suited for programmatic ads as well.
Action → You can for example use the geographical data from your converting paid search and social campaigns to create bespoke geofencing placements via programmatic ads. Another idea would be to leverage your most performing search keywords to target content on the web with a high density of those keywords in the text - and thus increasing conversions significantly.
3. Smart Measurement
A different measurement of the effectiveness of search and programmatic ads is needed because internet users engage in those experiences with different levels of attention and knowledge.
When the user's intent is clear, it is more likely that they will reach your website via a quick search and clicking on the paid ad rather than clicking on a banner ad. However, since programmatic advertising can be very effective in promoting your brand awareness, you should see an uplift in organic traffic.
Action → At the net of a consistent Paid Search CPA, you should measure the effectiveness of programmatic advertising by evaluating the increase in organic search and direct traffic that have actively led to conversions.
Programmatic Advertising is able to build bridges and fill gaps which paid search and social ads alone can’t. In order to bring your business’ marketing to the next level and leverage data to their maximum potential, programmatic advertising offers you a solution which will be effective yet not break the bank. Increase your traffic and scale your growth by predicting target audiences and optimizing conversion rates.
Check out adpersonam.io for more info on how to get started with Programmatic Advertising!