Boost Your Marketing Mix: Integrate Programmatic Advertising Today

As a growing business—whether a startup, small business, or e-commerce—you’ve likely ventured into the realms of paid search and social media advertising. Both of these platforms offer clear benefits—you can promote your product while people are searching for it and drive high engagement with your targeted audience using the extensive proprietary data from these platforms. However, as your brand expands, so should your marketing channels. Integrating programmatic advertising into your current marketing mix can drive greater campaign success and meet your growth requirements.

The Role of Programmatic Advertising in Your Marketing Mix

Paid search and social advertising might become less efficient as the cost and complexity of these channels rise. That’s where integrating programmatic advertising comes in. Programmatic advertising refers to the automated process of buying digital ad inventory based on the targeting criteria set by you, the advertiser. This can encompass display ads, video ads, or native ads. For small businesses, leveraging programmatic advertising can be a game-changer, providing access to advanced targeting and optimization features usually reserved for larger enterprises.

Integrating Programmatic Advertising: Exploring the Benefits

With programmatic advertising, you gain access to unique inventory across the entire internet from the largest publishers beyond the so-called ‘Walled Gardens’ (Google, Facebook, Amazon, etc.). This method enables you to reach a high frequency at a potentially lower cost, and it allows you to adjust prices based on your objectives and targeting parameters.

An additional benefit of integrating programmatic advertising is the multiple targeting options it provides, using either first-party data or third-party data providers. It also offers a wider range of ad formats, from standard display banners to native, video, and audio creatives. For small businesses, this means a versatile approach to small business display advertising, enabling highly targeted local programmatic advertising.

Three Strategies for Integrating Programmatic Advertising Successfully

One strategy to drive greater campaign success is to pair paid search with programmatic ads. This combination allows you to focus on people actively searching for your brand, while programmatic campaigns concentrate on those who may not be actively searching but have shown interest in your brand, thereby increasing brand awareness.

1. Pair Paid Search with Programmatic Ads: This combination allows you to focus on people actively searching for your brand, while programmatic campaigns concentrate on those who may not be actively searching but have shown interest in your brand. This strategy enhances brand awareness and taps into both active and passive audiences, making programmatic advertising for small business a powerful tool.
2. Optimize Landing Pages: Consider creating informative content like blogs, white papers, explainer videos, or demos on your landing pages for your programmatic ads. This strategy can build retargeting audiences and identify a potential converting audience early on. Effective landing pages are crucial in how to advertise a small business effectively through programmatic channels.
3. Leverage Paid Search Learning to Develop a Successful Programmatic Strategy: Use geographical data from your converting paid search and social campaigns to create bespoke geofencing placements via programmatic ads, increasing conversions significantly. This approach can be particularly beneficial in local programmatic advertising, where precise targeting can drive higher engagement.