According to the latest 2023 research, about 90% of people who are searching for a product or brand haven’t made up their minds before they purchase a product.
One way to convince these people that your brand is the right choice is to use programmatic advertising.
However, for programmatic marketing to be effective, there are a few things you need to incorporate into your marketing strategy. Keep reading to learn what they are.
1. Segment Your Audience
For this type of advertising to work, you need to show the customer what they want. To do this, you’ll have to do research on your target audience to figure out what they like.
However, the demographics don’t always show an entirely accurate picture. There are many different types of segmentation that you can use. For example, divide your customers into different segments that allow you to create a marketing strategy that fits everyone.
You could divide your audience by age. Someone who is Generation Z might not want to see the same thing that someone from Generation X might. You could also segment your audience by their preferences and interests as well.
2. Align Objectives
You also need to align your objectives with what your company is looking for. Do you want to convert your audience, or do you want them to just be aware of your brand?
Knowing these goals and objectives can help you design a good campaign, set your budget effectively, and decide where to advertise. It also gives you an idea of what KPIs you can use to track the success of your campaign.
You should pick one of those KPIs to be the priority for measuring that campaign’s success. The main KPI will also help you determine what platform you should purchase the media on.
For example, if you want to boost your lower funnel, then you might want to focus on cost clicks. If you want to grow your brand, then you should have a CPM bid type.
3. Understand Your Customer’s Journey
Understanding your target audience’s journey will help you know what creative to create and where to place the ads. If you have a confusing journey for your customers, you’re unlikely to actually convert anyone and gain any sales.
If you struggle with low conversion on your website, you can use advertising to follow the customer’s online journey and show them content that is tailored to their needs and experiences.
For example, if you have an outdated website but updated advertising copy, you could reach out to the people who didn’t convert on your website and convert them from somewhere else.
4. Use A/B Testing
When you run your advertising campaigns, you should also use A/B testing to ensure that your campaign is effective. You can run different iterations of your campaign and track them to see which one is most effective.
You should make different iterations based on your customer persona and different objectives compared to your company’s goals.
You may also want to do A/B testing with different marketplaces. For example, your ads may work better in a small marketplace versus an open exchange.
By using A/B testing, you’ll improve your ROI and get more out of your campaigns in the long run.
5. Plan Your Campaign
Before you launch your campaigns, take some time to plan them out as well. When you don’t rush into launching them, you can target the right people with the right collateral.
You can also do forecasting and ensure that your campaigns are scalable. Forecasting will help you understand your campaign’s performance and scale it up or down according to your budget.
For example, you can forecast an audience, geography, budget, goal, or inventory and see what the performance of the campaign could be. This will help you find the best strategy to launch high-value advertisements.
6. Use Mobile Programmatic Advertising
Many people spend a lot of time on their phones, so you’ll want to incorporate a mobile strategy into your advertising as well. You can use different software to send ads directly to users’ apps on their mobile phones.
If you don’t leverage this type of opportunity, then you’re going to miss a lot of your customers who aren’t searching for your products on a computer or desktop.
7. Use Good Creative
Programmatic advertising and marketing is a great tool for your business, but it won’t work that well if you don’t have good, creative copy to run it.
This creative copy is the foundation of the entire campaign, and it won’t be as effective if you don’t personalize the campaign. This personalization is also what will make your campaigns stand out.
Your audience will always be changing and growing, so you should test out your copy on a regular basis to ensure you’re providing the best collateral for conversions.
Discover More Effective Programmatic Advertising Tips
These are only a few of the most effective programmatic advertising tips, but they can be challenging to implement.
Thankfully, there are experts out there who can handle all of this for you so that you can focus on running your business.
If you’re interested in learning more about our advertising solutions, contact us today!