How does pay per click boost your brand?
You want to your ads to travel far and wide across the web. Programmatic Marketing and Pay Per Click (PPC) is worth considering if you want more exposure for your brand.
Programmatic marketing (sometimes referred to as programmatic buying), is an automated process, using algorithms, of buying and selling digital ads across a wide range of websites.
You use a computer/machine to buy the ads, there is no human sales or advertising person involved. Real time bidding is one of the buying methods of programmatic marketing.
Debby Jones, digital marketing advisor for The Brand Agency, says it’s important not to have your brand popping up on undesirable parts of the web because of the potential associations with your product. Google and other major providers have a lot of technology to prevent ads from showing up where they shouldn’t.
“There are hundreds and thousands of placements and websites as part of Google and other networks. So, it is essential to make sure that whoever is buying the media on behalf of the advertiser, to make sure they have considered where the ads are going to show, has ticked all the boxes for best practice, and are making sure that they have negated specific placements and categories,” she says.
When you’re looking for people to help you with programmatic marketing, always make sure they have a “badge” of approval.
Jones recommends starting by finding someone with the Google+ verification badge. Although not all programmatic buying is through Google, at least that way you will know that they are trained and accredited in the Google marketing platform, which is a major provider.
Programmatic PPC can be relatively cheap but it is only as good as the knowledge, time and effort you put into it. But, like all things, you get what you pay for. Jones says the costs vary according who is managing it.
“If somebody who doesn’t know what they’re doing is handling it, things can quickly become expensive because the money will be spent on media that is not achieving any of the business’s goals,” she says.
“For instance, as soon as a threshold has been exceeded regarding cost per acquisition, the person who is managing the campaigns has almost real-time access to the data to make decisions on how to spend the money.”