rammatic advertising goes beyond Google Ads //
Google Ads is what most people think of when they think about online advertising.
If we are talking about retail, Walmart, or Target ads, then we may think of Amazon.
If you are a B2B company, you may think about LinkedIn Advertising and Microsoft Ads.
You think that’s it? Not so fast, then!
Programmatic advertising is another form of advertising that is often overlooked.
Why do advertisers often forget about programmatic advertising. It’s probably because programmatic advertising is not for everyone and has the reputation of being a platform for only big brands with large budgets.
This is not always true. We’ll dig deeper to find out if programmatic ads could be a great addition to your B2B digital advertising program.
What is programmatic marketing?
Ad networks such as Google Ads or Microsoft Ads, which control the platforms and cost of ads, are the traditional way that digital advertisers purchase ads.
programmatic marketing allows you to buy ads in an ad-exchange, a central location where advertisers, publishers, agencies and networks can buy and sell impressions using an automated system.
The programmatic advertising platform will use automated technology to optimize and manage your ad spending. You simply feed it information about your campaign, your audience and your goals.
Why use programmatic advertising?
Why should you consider using programmatic advertising? Google Ads is enough.
Perhaps. Google Ads is changing fundamentally. Demand Generation (formerly Discovery), and performance max are now available. There’s no doubt that Google offers a great deal of space on the web where these ads can be placed.
Google may have the largest inventory but they do not own the internet. You may not be taking advantage of other opportunities that exist outside of Google.
This is where programmatic marketing comes into play.
Google Display vs. Programmatic Advertising
It’s easy for clients to confuse Google Display Advertising and programmatic advertising.
Display ads are displayed within the Google Ads Network. Programmatic advertising, on the other hand, allows advertisers to purchase ads from ad networks and exchanges via demand-side platform (DSPs).
Entry fees are included in the price
It is a common misconception that programmatic advertising requires large ad budgets in order to be successful. Yes, the starting point for programmatic advertising is typically higher than Google Ads.
If you only have a budget under $10,000, and you want to target a small, well-defined location (such a single city), then you should stick with Google Display Network.
If you want to reach more people or a wider geographic area and have a larger budget, you may want to include programmatic in your digital advertising.
You may not be surprised to learn that programmatic advertising isn’t nearly as expensive as you think. Choozle and other service providers have made it easier to enter the market.
Advertisers can start programmatic advertising as low as $5,000 per month.
With any advertising strategy, it’s crucial to make sure your budget matches your goals. Choozle is one platform that will set budgets, optimize advertising bids, and reduce overspending.
You will need to use several marketing tools in order to be successful as the number of channels, strategies, and tactics continues to increase.
By developing in-house expertise on programmatic budgets and campaign implementation, advertisers can be more flexible with their media spending and focus on tactics and channels which work best for the brand.
Please note that I am not suggesting you use Google over programmatic (or any other tool). Both can be used for different purposes and goals.
You should test programmatic along with your current digital advertising campaigns to see if they help you generate more interest in your products and business.
Two use cases for B2B advertisers
I will highlight two examples of how programmatic advertising can benefit your B2B.
Google Ads: Low Search Volumes
Some B2Bs find it difficult to target keywords in Google searches because the keywords they use best to describe their products or solutions have low (or even no) search volumes.
This challenge can be overcome by increasing traffic and awareness via YouTube, Display and Discovery Campaigns.
This is also an excellent opportunity to test out programmatic advertising. The wide reach of programmatic advertising can be an excellent way to increase awareness for your product or service using various targeting techniques.
Choozle’s third-party database is an excellent place to begin for B2B campaigns to increase reach and awareness.
Choozle’s catalog, rather than relying solely on its own data sources, is compiled from more than 60 outside data providers to maximize reach while leveraging the expertise of these partners. Many clients, for example, will use data from Bombora or DNB in order to add B2B firmographic, demographic and intent data.
Conquesting sites is a great tactic to use, especially if there’s a lot direct competition on the market. Site conquesting allows advertisers to create a customized data audience that targets individuals who have visited and searched competitor websites.
Trade shows and conferences in the industry
Trade shows and conferences are another great way to use programmatic advertising in B2B.
geofencing can be used to target your ideal clients if you are able to identify the trade shows or conferences that you know they will attend.
Geofencing is a technique that uses GPS data to pinpoint your audience’s physical location. In the case of a trade show, you can target the exact location where the event is being held and then serve what is essentially an ad that is retargeted to the audience.
Your B2B marketing could benefit from programmatic advertising
It’s worth a second look at programmatic advertising if you are happy with the Google Ads B2B Program (and even if you are not).
This may not be the best fit for your program, especially if it is small.
If you want to increase brand awareness, and build a solid foundation for future sales and growth then programmatic advertising is worth a look.
The original post Beyond Google Ads: Programmatic advertising first appeared on Search Engine Land.