What is programmatic advertising?
When you’re running a small business, advertising is crucial.
The right advertising campaign puts your business in front of hungry customers and allows you to build trust and sales that keep revenue flowing in.
But you need to know what type of advertising is right for your business, and programmatic advertising is making serious waves as the secret to faster, more efficient, more successful ad campaigns.
In short, programmatic advertising, or programmatic ad buying, is the use of software to buy digital ads in real-time.
Instead of you doing the heavy lifting and setting up each campaign on Google or Facebook (which is time-consuming and complex), ad buying is done via software using automated bidding and placement platforms to buy ads across popular mobile apps and websites.
Programmatic advertising has the potential to be one of the most valuable tools in your digital toolbox, but it’s highly misunderstood - so we’ll explain how it works and whether it’s right for your business.
Programmatic advertising means showing your ads to the right people at the right time
If you’ve used Google Ads before, you’ll already know how valuable the platform can be. But while Google has the potential to place your ad in front of a hungry, ‘ready to buy’ audience, you miss out on customers using Facebook, YouTube, Instagram, or any other website where they spend their time online.
You could run dozens of ad campaigns on each platform, but that’s going to use up valuable time (not to mention money). That’s where many small business owners are turning to programmatic advertising.
Programmatic advertising lets you consolidate your efforts into one platform.
With programmatic advertising, audiences are segmented using hyper-specific data including their age, location, career, consumer interests, and more. Like Google Ads on steroids, a programmatic ad campaign can supercharge your results and 20x your online reach.
Here’s how programmatic ads can unlock your revenue potential
Most business owners ignore programmatic advertising because it sounds like another language. Between terms like ‘AI software’, ‘Demand Side Platform’ and ‘Exchange Bidding’, programmatic can seem overcomplicated.
This means business owners are missing out on the benefits.
With programmatic ads, your audience is divided up using targeting practices that make sure the right ads are seen by the right people at the right time. Using advanced algorithms, this process is more advanced than a Google Ads campaign.
Imagine you sold fitness apparel to women… The algorithm might identify your ideal customers as females, living in warm climates, who often use social media at night. If the algorithm determines the most effective ad placement for this audience is on Facebook, that’s where your ad will appear. If the algorithm decides the ad would be more effective on a specific website with a high concentration of your target audience, your ad will appear there instead.
All the power of Google Ads, with none of the limitations on reach. You use innovative AI software to define your perfect customer, and appear where they’re most likely to see you. And your sales grow. Simple.
Forget endless jargon and technical definitions, that’s the simple power of programmatic advertising.
Frequently Asked Questions About Programmatic Advertising
Programmatic advertising can quickly feel overwhelming and complicated. But when you strip back the fancy jargon and buzzwords that marketers use to sound smart, you’ll find an advertising strategy that has the potential to be seriously effective, drive leads, and boost your bottom line. Read on for answers to your most common programmatic ad questions.
Google Ads can run on Google (you’d have seen these ads at the top of the page when you use Google) or on Google’s Display Network (GDN), which is a network of 2 million+ websites and apps. GDN is similar to programmatic advertising in many ways as both advertising systems are auction-based and used display ads to reach your customers. And both can target people based on age, demographic, interests, and more. But there are differences too.
However, programmatic advertising is typically more expensive because of platform costs. Offering an open network with more buyers and sellers than Google’s Display Network, there are higher prices too. However, programmatic advertising does offer more creative control and opportunities for higher ROI if managed correctly - which the SEO Assassin can help with.
When developing your strategy, we’ll suggest programmatic ads if they fit with your objectives and current digital footprint.
Programmatic ads can increase your reach, offer more ad types, deliver advanced targeting options - all at speed. But whether the additional cost is right for your business will depend on the goals of your ad campaign.
It’s easy to get lost in the rabbit hole of programmatic advertising. The most effective way to learn more is to reach out to an agency running programmatic ad campaigns. Keep in mind, programmatic advertising isn’t suitable for everyone (and any agency who tells you otherwise is trying to sell you a service you don’t need).
So if you’d like to learn more about whether programmatic ads are right for you, secure your FREE consultation with the SEO Assassin to find out more.