If you’re a B2B advertiser, you’ve debated the value of programmatic advertising somewhat recently (if not this week). According to a study by Kantar Media, 52% of B2C advertisers use programmatic digital display “always” or “often,” whereas only 32% of B2B advertisers report the same. But slowly and surely, B2B advertisers like you are realizing the value, efficiency and performance of programmatic advertising.
We applaud that. And we want to make you even more comfortable (and maybe excited?) about programmatic advertising and what it can do for your brand.
If programmatic is still new-ish for you, we don’t expect you to dive right into the deep end. So let’s put on our swimmies and wade into the shallow end of the pool with a “test and learn” approach.
Let’s start with what’s important to you1
If only there were a programmatic strategy that delivers the results you want, uses the channels you know and love, targets the data you find most valuable, and lets you test and learn without breaking the bank…
There is! And what’s better, you can do it within your current budget (excited yet?).
Test & Learn Approach: Improve Search & Display Performance with Search Retargeting
This strategy is sure to be a crowd-pleaser and drive bottom-line results. Let’s break it down:
Why Search Retargeting?
Search retargeting lets you reach business decision-makers at the precise moment they express intent. It uses online browsing behavior and intent data (like search keywords and brand searches) to identify in-market prospects and target them with very timely display ads. This drives qualified audiences to your site to convert.
Where Does It Fit in My Plan?
Here’s the exciting part. You can use search retargeting to improve performance of your search and display campaigns without adding budget. Here’s how:
Where’s the Proof?
Magnetic has successfully deployed this strategy for a variety of advertisers. It was recently implemented for a financial brand that wanted to increase card sign-ups and approvals for Small Business Owners, while achieving a lower CPA vs. their SEM campaign. The results? The brand realized a 73% decrease in CPA; which boiled down to a CPA that was 50% less than the campaign goal. You can find the full case study here.
With a strategy like this, you just can’t lose. So… are you ready to dip your toes into programmatic yet? Contact us to learn more about getting your B2B brand live with programmatic ads.
1 Dun & Bradstreet; Programmatic Advertising & the B2B Marketer: 2016 Benchmarks, Budgets and Trends
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.