Tips to Attract B2B Buyers with Programmatic Ads

Programmatic ads give businesses the power to market their products to a target audience across various platforms such as apps and websites. These ads are personalized to your preferences and are tracked by third-party cookies across the web. ?

Running a programmatic ad campaign is quite simple but there are some hurdles that you must overcome for effective marketing. Let's take a look at some major steps that you can take to enhance your marketing efforts and bring you great leads. ?

Create a Detailed Persona?

A Persona is a profile of the target audience created after deep market research. It provides great insights into the activities of your potential customers in daily life. It includes the challenges they face every day, the industry they work in, and the solution to their pian points. ?

Generally, B2B buyer's persona include:?

• Demographics (company size, location, industry, etc.)?

• Pain Points and Challenges?

• Goals and Motivations?

• Circle of Influence (Social Media platforms, forums, etc)?

• Solution Preferences (Ease of use, affordability, scalability, etc)?

These details are helpful while crafting nurturing emails for lead through programmatic ad campaigns. Standardized format for everything can have a major advantage for B2B marketing. ?

Set Your Campaign Objectives?

Every B2B marketing campaign has a unique purpose in the field of brand promotion. It can be lead generation, gaining traffic, and increasing brand awareness. Determining the goal of your current programmatic ad campaign is important to attract the right audience. ?

Keep in mind that all your marketing objectives in broad terms are interconnected. For example, higher brand awareness will boost your organic traffic. More traffic means more leads. ?

You must focus on only one objective at a time to avoid confusion. ?

Invest in Novel Creatives?

Regardless of the impact of a particular ad banner, it will lose its effectiveness with time. The audience constantly wants new and more personalized content in different forms. ?

Your ads must evolve with the needs of your customers, which changes the perception of your audience. ?An effective way to do so is to run multiple versions of the same promotional message through a B2B programmatic campaign. Whether it is Google Ads or banners on third-party websites, experimenting on different content can be effective in capturing audience’s attention. ?

Retarget High Value Personas?

High-Value personas are customer profiles that represent potential customers that bring big deals and play a crucial role in the decision-making process. ?This includes professionals like senior managers and C-suite executives in large businesses and enterprises. ?

Retargeting these personas involves addressing these messages to these individuals in different styles and formats across the internet. This enhances the chances of conversion as B2B buyers often need time to come to a decision. ?

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