The best methods of programmatic display buying lie in the understanding of digital marketing concepts like paid search and the use of platforms such as Google Adwords. Here are a few definitions and tips to help clear things up.
Programmatic advertising (display buying) helps automate the decision-making process of media buying by targeting specific audiences and demographics. Programmatic ads are placed using artificial intelligence (AI) and real-time bidding (RTB) for online display, social media advertising, mobile and video campaigns, and is expanding to traditional TV advertising marketplaces.
Why is programmatic display buying important?
According to a McKinsey study and an article by Smart Insights writer Robert Allen, 90% of all marketing jobs require some experience in digital analytics. 53% of hiring managers say that they will increase the amount of digital marketers in their company. So what does this mean to you? Knowing the best methods of programmatic display buying is necessary.
What platforms can you use to start utilizing programmatic display buying?
Google AdWords is a great campaign management platform that utilizes a lot of aspects of programmatic display buying like paid-search tools, keyword planning, and the display search network. Want to promote your snowboard gear business? Find out what people are looking for using the keyword planner on Google Adwords. Want to target a specific demographic that you think has a good chance of buying your snowboard boots? Use the targeting feature in your campaign planner. There are a variety of different ways to get your brand’s name out there and the best way to do it is using Google Adwords.
Where can I learn more about Programmatic Display Buying?
A great place to start is by becoming a certified Google Partner. A Google Partner certification requires that you take two tests to have a working understanding of Google Adwords. The first test you will take will be the fundamentals exam which covers a wide range of topics in Adwords. For more information, check out my article explaining the process.