Manually purchasing advertising space and deciding when and where to place your business-to-business (B2B) content can be a tiresome process. If that’s the case for your brand, it may be time to adopt a B2B programmatic advertising strategy.
A programmatic approach can save you from plenty of hassle while also improving your return on ad spend (ROAS). Last year alone, brands invested over $545B in programmatic advertising, and in 2024, experts predict that total to reach nearly $600B.
Below is everything you need to know about these programmatic strategies.
What Is B2B Programmatic Advertising?
B2B programmatic advertising refers to the automated purchase and sale of online advertising space for businesses targeting other businesses. The process uses software and algorithms to acquire display space, ensuring that ads are shown to the most relevant audiences based on specific criteria, including demographics, behavior, and more.
Unlike traditional advertising methods, programmatic advertising allows for real-time bidding (RTB) on ad spaces, optimizing the efficiency and effectiveness of ad campaigns. It also means that you will be buying ad impressions on an individual basis.
Consider the following as an example: A potential client visits a third-party review website relevant to your product category, and you have set up a programmatic campaign on said website. In milliseconds, the programmatic algorithm will automatically bid on ad space available on the publisher’s website. If you have the highest bid, your ads will be displayed to the user.
How to Win at B2B Programmatic Advertising
Succeeding within the competitive realm of B2B programmatic advertising requires a multifaceted approach. Specifically, you’ll need to take the following steps:
Identify Your Audience
First off, you must determine who you are trying to reach and where they are most active. Winning ad space is an all but useless endeavor if there’s no chance of the people seeing your content becoming customers.
Focus on websites and platforms relevant to your industry, such as third-party review sites, industry publications, and professional social media platforms (i.e., LinkedIn). Then, as you define your audience, consider demographic factors like age, gender, education level, and job title. Take into account variables like past interactions with your brand and general online behavior as well.
Create Compelling Content
You’ve identified who you are trying to reach and chosen your platforms. Now, you need to craft quality content that can win over the hearts and minds of your audience by speaking directly to their needs and pain points.
Always include a call-to-action (CTA) that is both highly visible and relevant to the ad. If you aren’t sure where to begin, try A/B testing different messages, images, and CTAs. Through testing, you can get a feel for what works and what doesn’t. Bright-colored buttons, for instance, are great ways to grab a viewer’s attention and encourage them to act.
Set Reasonable Bid Amounts
Through programmatic advertising, how much you bid for ad space has a huge impact on your campaign’s visibility and performance.
During the campaign setup process, you’ll be tasked with setting a per-impression bid amount, as well as a spending cap. Spending caps are usually calculated on a weekly basis. Most platforms estimate how many impressions you’ll earn based on your total budget and per-impression bid. Manipulate these figures until you are projected to earn enough impressions to make an impact on your bottom line.
You’ll want to set your bids based on the value of the targeted audience segment and adjust them based on campaign performance and market dynamics.
Monitor Your Campaigns
Programmatic advertising campaigns alleviate the burden of manually bidding for ad space. However, these are not set-them-and-forget-them efforts. You must continuously monitor your campaigns and make adjustments whenever necessary, especially when running lengthier campaigns that span multiple months.
Adjustments may involve minor changes, like increasing your bid amount by a few dollars. But in other instances, you may have to scrap an entire campaign and revamp your advertising content. Listen to what your audiences are telling you and respond accordingly by adjusting your approach, content, and bidding methodology.
Make Every Marketing Dollar Count With Programmatic Ads
B2B programmatic advertising offers a unique opportunity to reach specific business audiences with unprecedented precision and efficiency.
By understanding the use cases and best practices for programmatic ads, you’ll be able to derive more value from your marketing investments and form meaningful connections with your target audience.
Get out there and start building a B2B programmatic ad strategy and unlock new levels of success in your marketing strategy.
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