When talking about digital ad campaigns, there are several terms that continuously crop up that might be a bit intimidating. That’s why we are going to take a look at these terms and help simplify their meaning.
Ah, programmatic. This is a term that is thrown out more and more when you’re being pitched digital marketing. Whether it be Google, a local agency, or an online company, programmatic is a popular word. But what does it mean?
Programmatic is the use of software to purchase digital advertising. What that means, is the human negotiations to purchase ads and manual insertion orders are a thing of the past. The good news is that software can use a formula to make digital ad buying more efficient and cheaper.
The better news is that you or your local digital marketing agency can now spend more time creating customized campaigns and work with the programmatic process to get your message in front of the right buyer.
This technique has been used since digital advertising went mainstream. And while it’s been around longer than newer types of digital marketing, it’s still very misunderstood.
When talking about behavioral targeting, keep in mind we are talking about people. Behavioral targeting delivers online advertisements to users who will likely be the most interested in that message.
This is particularly great for your business because we can get your product or service in front of someone who would actually be likely to need or use it. Behavioral targeting only covers interests, which is why it is normally paired with another type of targeting to get an even more relevant individual.
While this may sound like something out of a sci-fi movie about the earth’s core, it actually relates to location or geography.
When using behavioral targeting, you can reach an individual anywhere in the world that might have an interest in your product or service. That’s amazing! And there is a crazy big number of people that could potentially be served your ad.
But there is a problem with this – if you service heating and air units and live in Little Rock, you probably won’t want to travel to Venice to work on an air conditioner. So you should put in some location parameters (guidelines) to narrow your reach. By saying you only want to reach people with certain interests, within a certain mile radius from your business, you now have a more relevant audience.
We’re Here to Help
By using these three avenues, you can improve your advertising campaigns’ performance as well as get your message to the right consumer. If you have any questions regarding digital advertising or you need some help with placement, messaging, or more, contact us. We would be happy to help!