The world of Internet marketing can be complex, and it’s made more complex by words or phrases that often seem little more than a buzzword. “Programmatic” marketing is one of those words that’s recently become a popular buzzword in online marketing industry, but you rarely see it defined. Let’s break down the meaning behind programmatic marketing and what it means for local businesses.
Programmatic Marketing Definition
What does programmatic marketing mean? The general definition of programmatic marketing refers to technology that uses automation to help marketers make online ad purchases that reach a specific audience. However, this technology works for more than just buying ad inventory. For the last decade or so at ReachLocal, we’ve been using programmatic technology to do things like automate the purchasing and optimization of keywords in order to drive traffic to local businesses’ websites.
How Does Programmatic Ad Buying Work?
Through programmatic marketing, we can narrow ad reach based on a variety of factors, like socioeconomics, geography, demographics, and more. Programmatic ad buying offers the capability to target audiences more precisely, so since the majority of consumers are online, this type of targeting is really useful for local businesses. But, because programmatic ad buying takes time and a very specific technology that’s incredibly detailed, local business owners typically don’t use this strategy to enhance campaign performance on their own.
In order for programmatic ad buying to work, ad purchasers set machine-driven rules, and once these rules are set, they determine what ads are purchased during a set period of time. This automates the process and can help marketers purchase the best ads for their campaigns. But, this process can be tricky because if the rules are off, the technology may purchase ads that aren’t reaching the target audience. For a large business, it might not be that big of a deal to spend some of their budget for a trial and error approach, but for local businesses in need of maximizing their budget, this can be detrimental.
What Does This Mean for Local Businesses?
With the help of an experienced digital marketing company, local businesses can use the power of programmatic ad buying, which larger companies and brands have been using for years, to drive effective ROI for their campaigns. Because as a local business owner you don’t have time to closely monitor your advertising budget or make quick campaign adjustments when needed, a digital marketing company with experience in programmatic ad buying can provide the safeguards needed to maximize your budget and enhance your marketing campaigns.
Programmatic Marketing & ReachLocal
ReachLocal has been using programmatic marketing for the last decade. Not only do we buy media in the most efficient way possible, but we also optimize digital campaigns in real time to help local businesses like yours achieve great results for their campaigns. We leverage the technology behind programmatic marketing in addition to conversion-based optimization, and our platform checks and optimizes for things like Click-Through Rate, Cost Per Click, the best time of day to bid for leads, the amount of your budget that should be allocated to each search engine, which keywords produce the best ROI, and more. Learn more about our digital marketing solutions here.