Finding Customers: A Small Business Guide to Programmatic Digital Advertising

Many local small businesses do not know digital (programmatic) advertising can be a game-changer to promote your products or services, drive customer acquisition, and boost e-commerce revenue. But what exactly is programmatic advertising, and how can it be used effectively by local small businesses? Let's dive in.

What is Local Programmatic Digital Advertising?

Local Programmatic digital advertising is the automated way of buying and selling online advertisements, using sophisticated algorithms and real-time bidding (RTB) to place ads in front of the right audience, at the right time, and on the right platforms. Unlike traditional ad buying you might be familiar with, this method offers efficiency and precision that can significantly enhance your marketing efforts. More importantly, it can be affordable.

Why Programmatic for Small Businesses?

For small businesses, every dollar counts. Programmatic advertising offers a cost-effective way to reach potential customers without the hefty price tag associated with traditional media buys. It enables you to target your ads based on demographics, interests, behaviors, and more, ensuring that your marketing message reaches those most likely to engage with your business within a certain radius.

Getting Started with Programmatic Advertising

Define Your Goals: Are you looking to increase brand awareness, drive traffic to your website, get in-store visits, or boost online sales? Ensuring you have a clear and straightforward objective will ensure your programmatic digital campaign strategy is set up for success.
Understand Your Audience: Ensure you understand the customers you want to attract. Then, lean on your programmatic digital partner to build that targeting into the campaign. Use data from the campaign to understand if you are reaching the right customers and if you need to change. This insight will allow you to target your ads more effectively.
Choose the Right Platforms: Not all programmatic digital advertising partners are created equal; some provide different results. In other words, some partners are great at driving awareness but not for in-store visits or eCommerce revenue. The team at SussexGroup can help you identify and select the right partner based on your goals.
Set Your Budget: Programmatic advertising allows for flexible budgeting. Decide how much you will spend and adjust your campaigns based on performance.
Create Engaging Ads: Your ads should be compelling and relevant to your audience. Use high-quality images and clear, concise messaging that resonates with your target demographic. If you use "managed service" partners, they will often cover the cost of producing these display ads for you. See what "Managed Service" means in our next article.
Monitor and Optimize: The beauty of programmatic digital advertising is its ability to adapt. Monitor your campaign's performance and make adjustments as needed to improve results. Be single-minded on your goals to drive customer acquisition and/or e-commerce.

Benefits for Local Small Businesses

Cost Efficiency: Pay only for ads delivered to your target audience, maximizing your return on investment.
Increased Reach: Access a vast network of advertising publishers (ESPN, HGTV, Yelp, etc.], expanding your reach beyond local boundaries.
Precision Targeting: Deliver your message to specific audiences based on detailed criteria, increasing the likelihood of conversion.
Real-Time Insights: Gain immediate feedback on your campaign's performance, allowing for quick adjustments and optimization.

Conclusion

Programmatic digital advertising allows small businesses to compete in the digital marketplace. By leveraging data and technology, you can create targeted, efficient, and effective advertising campaigns that drive actual results.

Start small, learn from your campaigns, and continually optimize to see your business grow and thrive in the digital age. Remember, experimentation and adaptation are the keys to success with programmatic digital advertising.