Programmatic Advertising- The Real Meaning
Programmatic advertising is a form of automated purchase and sale of display inventory using certain softwares. In other words, when you use machines to buy and sell ads, it’s known as programmatic advertising. This decreases the manual work and helps you dedicate more time to strategic optimization and analysis of your leads. It uses Real-Time Bidding (RTB), which is bidding on the individual impressions on the basis of their value to your business.
Instead of paying for a flat CPM – The cost of an advertisement per1000 views, you have to pay for a dynamic CPM on your programmatic ads. Meaning- pay for only those impressions that can profit you. This allows you to focus only on convertible leads, saving your time and money.
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Following are the steps involved in the process of programmatic display advertising:
When a lead arrives at a webpage through programmatic advertising, it triggers the programmatic process. This process is automated and happens in milliseconds. Visitors are unaware of the process as it happens very quickly.
When a visitor lands on a website, the publisher of the site automatically sends the advertisement dimensions to an SSP or supply-side platform. Assume it as a publisher listing its services for marketers to purchase.
Once the supply-side platform receives the advertisement information from the publisher, the tech starts examining the user cookies. The algorithm of SSP collects information about the user on the basis of- interest, age, gender, browsing behavior, etc.
Now comes the job of the DSP or demand-side platform. It evaluates the data collected by the supply-side platform to determine the correct value of the user.
Once the value of a user’s impression is determined, DSP forwards a bid to the SSP. Remember- the entire process of determining the user’s value happens in real-time. That is why programmatic advertising is also known as RTB or real-time bidding.
After SSP receives a bid from the DSP, SSP starts evaluating it with other bids. The SSP decides the winner, which is the highest bidder. The fees you will pay are either the highest bid or the second-highest bid, along with the applicable fees.
After deciding the winner, SSP delivers the ad to the end-user. And the best part is, the viewers are those with high chances of getting converted into customers or most likely to click on your ads.
From these steps, it is clear that programmatic display advertising eliminates manual work, making it faster, efficient, and less prone to mistakes.
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Six Ways Programmatic Display Ads Can Grow Your Business
Now when you know how programmatic advertising works, you might be curious to know how it can grow your business in the digital space. Whether you work on programmatic display ads yourself or partner with an award-winning digital marketing agency like WebSpero, this advertising solution provides numerous benefits. Following are the top 6 ways how programmatic ads can benefit your business:
Greater Targeting Capabilities
Programmatic advertising solutions provide greater targeting capabilities. Programmatic technology offers high flexibility that helps advertisers to directly reach quality target audiences – the ones with a high chance of converting into customers. This ensures that your money is being invested into ads that will surely bring results.
Here are a few examples of programmatic targeting:
- IP targeting- It helps advertises track down specific IP addresses and generally used for targeting specific businesses or events
- Geolocation targeting- Targeting users on the basis of geolocations such as state, zip code, city, etc.
Programmatic ads are also useful for retargeting. A survey done by Google shows that 76% of brands love programmatic display ads because of their targeting capabilities.
More Control And More Transparency
Another benefit of programmatic advertising is more transparency. It offers high levels of transparency that you cannot receive from any other conventional marketing methods. Through your ads campaign dashboard, you can view exactly where or in which websites your ads are live, what type of users are looking at them, and the cost of those ads.
By having access to the overview of programmatic ads campaigns, you get complete control over your ads. You can make any adjustments and check optimization anytime, and your changes will be applied to the campaigns instantly.
Low Advertising Cost
Do you want to decrease your marketing costs but without sacrificing the results? The biggest benefit of programmatic advertising is that it’s cost-effective. Since the whole process is automated, it means you have more ways to optimize your ad budget.
Let’s use Google as an example to explain this benefit. Google used programmatic ads to promote its “Google Search App,” which offered a 30 percent decrease in the CPMs. The campaigns enabled Google to reach around 30 percent more users within their target audience. With programmatic advertising, you can not only decrease your advertising cost but also increase your ROI.
Increased Audience Reach
Another benefit of using programmatic advertising is that it increases your target reach. There are around 4.72 billion people using the internet globally. This includes the potential reach of numerous businesses, including yours. Before you publish your ad, make sure to narrow down your target leads so that your programmatic ads can be displayed to the right audience.
You can track your programmatic ads as soon as they are displayed. You can instantly view metrics like- who viewed it, the number of impressions, location of the viewer, etc.
Advertise in Multiple Channels
Although traditional PPC channels like Bing Ads or Google Ads are very popular. But unfortunately, you can only place your ads within their own network of sites.
For example- on Google Ads, your advertisements are only displayed on the Google-partnered websites. However, it is not bad, but you can’t ignore websites that aren’t associated with Google Display Network.
If you wish to boost your reach beyond a network, it’s best to go with programmatic ads. With programmatic advertising, it is completely possible to run advertisements on multiple networks. Moreover, you can also advertise on mobile devices, desktops, tablets, apps, in-videos, etc. Partner with a programmatic ads agency and achieve your marketing goals.
With programmatic ads, ranking high on your ad campaign is easier and more detailed. Programmatic solutions are highly targeted and use AI technology so that you can gain actionable insights and data-rich reports on your programmatic ad campaigns. With these insights and information on your hand, you can make better and smarter marketing decisions that will help you grow your business.
Programmatic advertising offers flexibility in targeting options, making it easy to serve a unique advertisement to each targeted user. This also helps you analyze your clients at individual levels. All of this is not possible with conventional marketing tactics.
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Why You Should Partner With A Programmatic Advertising Agency
Are you planning to adopt programmatic advertising or wish to strengthen it? Working with programmatic advertising companies is highly recommended. Here are the reasons for that:
In the digital marketing world, there is always a question on the trustworthiness of the viewability and quality and of ad impressions. When you are oblivious about what you are doing, you might end up being unaware of the number of leads your programmatic ads campaign can generate.
By partnering with an agency like WebSpero, you can discover how many impressions your campaigns should generate before launching them. This way, you will have a good idea of how much money to invest in your programmatic ad campaigns to receive optimum results.
Customized Ad Campaigns
With a programmatic ads agency, you can enrich the power of programmatic advertisements regardless of your firm’s size. An agency like WebSpero Solutions tailors each ad campaign according to their client’s needs to produce the best results. From real-time optimization to user-targeted marketing, all aspects of an ad campaign will be precisely set according to your business size.
Efficient Marketing Campaign
Inefficient campaigns can be one of the reasons that can bring down your marketing efforts. Programmatic advertising is an automated process and brings optimum results from your investment. WebSpero Solutions is an experienced programmatic ads agency offering a skilled team of marketers. We make sure that you earn the most out of your ad investment.
We monitor your ads all the time, and as soon as we detect any weakness or fault in the campaign, our team of experts rectifies the problems quickly. For constant supervision on your ads, we will assign a separate specialist who’ll take care of your campaigns– this way, you can ensure that your campaigns are running efficiently all the time.
High Precision Targeting
When it’s about digital marketing, targeting your audience precisely is everything. No marketing campaign can survive without proper targeting. Our agency will take care of targeting your programmatic ads campaign through various premium tools.
Do you want your advertisement served to a local audience? Sure, we can do that. Or, if you want to target your potential leads on the basis of their web browsing habits, our experts will take proper care of that too. Through parameters such as geolocation targeting and IP address targeting, your ads will target a group of people who have high chances to convert.
More In-House Expertise
Another big reason to hire a digital marketing agency like WebSpero Solutions is to leverage a team of specialists to achieve your marketing goals more efficiently.
Our agency offers experts who are specialized in various advertising techniques and mediums, including programmatic advertising. This gives us a higher level of experience and expertise than any other in-house marketing firm or team. With us, you can take your programmatic ads to another level.
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