One of the larger challenges companies face is getting users to complete forms on their websites – they’re time consuming, tedious, difficult on mobile devices, and users feel businesses should already have this information. Facebook closely looked at this challenge and came up with a new product: Facebook Lead Ads. Read More »
Search Engine Marketing Blog
Cutting edge interactive advertising.
Search engine marketing (SEM) is a rapidly changing field rife with opportunities, but it takes expertise and experience to run optimal interactive advertising campaigns. When engaging in digital advertising, such as paid search, display media, social media advertising and remarketing, it's extremely important that your efforts are backed by knowledge and strategy. Here, our SEM experts provide the tips and information you can use to improve your campaigns, and your ROI. To stay up to date on our search engine marketing blog, subscribe to our feed.
Call it an embarrassment of riches. There are so many ways to reach your audience online, build brand affinity, and try to drive conversions. If you’re still using tried-and-true methods of reaching your customers, it may be time to adopt a more progressive approach. These methods are by no means the end-all-be-all of interactive advertising, but they’re some growing techniques that you just might be missing out on. Read More »
Imagine if your ads could be smarter. Imagine if they could identify your audience for you, and learn about them as they browse the web. This is exactly what programmatic advertising does – it gains intelligence about your audience and serves them ads designed to get them to convert.
Unlike traditional display advertising – where you choose the audience based on specific websites you want to advertise on or demographic targeting you want to accomplish – with programmatic advertising, you allow tracking pixels on your website to help define your advertising placements and audience. The programmatic advertising platform uses artificial intelligence (AI) that gets smarter as your site visitors browse your site and the web, learning what drives individuals – and those like them – to convert. Then the platform serves display ads to folks (new prospects or those who’ve visited your site before) that are personalized to behaviors that are likely to lead to conversion.
More about How Programmatic Works
Programmatic advertising combines big data with AI to synthesize millions of data points in order to create a picture of who your audience is, where they spend their time online, and what drives them to act.
As an advertiser, all you have to do is identify your goal (do you want to find new customers / prospects, remarket to users who have already visited your site, but not converted, or do you want to target both?) and create display ads that speak to the messaging / campaign you want to deploy.
By personalizing the targeting of ads and pinpointing what drives site visitors to convert, advertisers can improve the ROI of their display, mobile, social and video advertising campaigns.
Timing Is Everything
Your uses are always online, but they’re not always likely to convert. One of the biggest benefits of using programmatic advertising is the ability to target your users not only when they’re online but when they’re apt to convert. This helps marketers save their impressions for when they’re most likely to be acted upon.
Stay Calm and Trust the AI
One of the biggest challenges that marketers face when beginning a programmatic advertising campaign is letting go of a bit of control in order to let the platform gather intelligence about their audience (since, rather than telling the ad platform who your audience is, the platform tells you.) This takes a lot of guesswork out of the process, but challenges marketers to let go of their assumptions about who their audience is.
For example, a luxury car dealer might find that their audience is two vastly different women – an early-thirties marketing manager and a recently retired scientist. These women are going to browse vastly different content online, and react to vastly different ads. Programmatic lets you find them, learn about them, and target them both with ads individualized to their tastes and sensibilities.
Learn More about Programmatic Advertising
MoreVisibility has partnered with Rocketfuel, a programmatic marketing platform designed by two former NASA scientists – hence the name, and the serious AI. We recently conducted a webinar in partnership with Rocketfuel to help our clients learn about the magic of programmatic advertising. You can find it here.