Integrating programmatic advertising into your paid search and paid social strategy can help you create a more holistic and effective digital advertising approach. Here are steps to integrate programmatic into your paid search and paid social campaigns:
Set Clear Goals and Objectives:
Define specific goals for your integrated strategy, such as increasing brand awareness, driving website traffic, or boosting conversions and deploy it across paid search, paid social, and programmatic. This may sound like common sense, but you would be surprised how many media teams have their paid search, paid social, and programmatic strategy living in silos. You will have the maximum amount of success if all of your channels are in sync.
Encourage data sharing and collaboration between your programmatic, paid search, and paid social teams. Sharing insights and findings can lead to more effective cross-channel strategies.
Ensure that your messaging is consistent across programmatic, paid search, and paid social channels. A unified brand message helps reinforce your brand identity and message to your audience. Maintain a consistent visual style and branding elements in your ad creatives across all channels. This helps create a cohesive and memorable brand experience.
Use programmatic advertising to retarget users who have engaged with your paid search or paid social campaigns. Via programmatic campaigns you can greatly increase the number of places you can retarget search and social visitors including display, native, connected TV, and even digital audio. Increasing the number of channels you retarget on will ensure your message stays in front of interested audiences any time they are on a connected device. This will help nurture leads and guide them through the conversion funnel.
Leverage Data from Paid Channels:
Incorporate data from your paid search and paid social campaigns into your programmatic strategy. This can help you identify high-performing keywords for contextual tactics, ad creatives, and audience segments to use in programmatic campaigns.
Custom Audiences and Lookalike Audiences:
Use your website as an aggregator to track visitors from all of your paid media campaigns (search, social, and programmatic). This melting pot of data can be fed back into all channels to find lookalikes across all digital channels. Use
Unified Analytics & Attribution:
Use unified analytics and clearly define how attribution will be handled. This allows you to understand the contribution of each channel to your overall marketing efforts and allocate money across the most effective channels. You might be surprised how difficult this is for marketing teams. As more platforms introduce privacy-friendly defaults attribution is becoming more difficult. Paid search, paid social, and programmatic teams often end up fighting over taking credit for conversions which can cause discontent and more importantly lead to a lack of harmony between teams.
Cross-Channel Budget Allocation:
Determine how to allocate your budget across programmatic, paid search, and paid social based on campaign performance. Consider channel-specific ROI and adjust budgets accordingly.
Adapt to Trends and Changes:
Stay updated on industry trends and changes in advertising platforms to ensure your integrated strategy remains current and aligned with best practices. Programmatic is a constantly evolving area of media buying so it is vital to stay informed about new opportunities to target and reach your target audience.
Integrating programmatic into your paid search and paid social strategy requires careful planning, data sharing, and consistent messaging. When executed well, this approach can help you reach your audience across various touchpoints, improving brand visibility and the overall performance of your digital advertising efforts.
When you’re ready to implement programmatic into your efforts, check out our DSP implementation strategy here: https://populationscience.com/how-to-implement-a-demand-side-platform-dsp/