Effective Programmatic Advertising: How to Create High-Converting B2B Ads

If you’re in B2B, you know you need a plan to make your B2B company stand out against the competition. According to Gartner, it can take at least 6 touchpoints for buyers to engage with a brand. One critical pathway to surge engagement is having rock-solid digital ad campaigns. 

Standing out is all part of making sure that you reach your target audience while they’re actively searching for your solution. We’re going to show you how you can create impactful programmatic ads that actually convert, so you can focus more of your efforts on attracting the right people and creating a predictable stream of warm leads to hand off to sales.

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What is programmatic advertising? 

Before we get started, it’s important to understand what B2B programmatic advertising is, so you can plan and execute a strategy that works for you. Programmatic advertising uses automated technology to buy digital advertising space. It works by a conglomeration of data points and insights so customers get the right advertising at the right time. 

Some digital ads appear as footers, sidebars, and headers across web pages. Other advertising, such as native ads seamlessly blend with a website’s content. 

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Best practices to create programmatic ads that convert

Here’s what you’re going to do to ensure you’re doing what you can to create programmatic ads that convert: 

1. Put your B2B company logo on full display 

This is your chance to show off your company. Get creative in your messaging, but be sure that you don’t leave your potential customers wondering who you are. Put that logo out and display it prominently. This will create new brand awareness and heighten visibility. 

2. Display your value proposition! 

Use 3 to 7 words that put your value prop in layman’s terms. Think of this as an  opportunity to give your prospects a bite-sized taste of what your company can offer them. If you’re a small professional services firm, you’ll want to relay what you can do for your target audience in just a few words so they can make a mental note (or even a real one!) and come back to you. 

3. Include a value-added CTA

What do you offer that nobody else does? Or what do you possess that introduces your company as the solution your target audience has been searching for? Create a rich CTA that brings a punch, such as Download the E-book or Get New Customers! You know you have the tools to help your customer. Show them, and invite them to take the plunge with you. 

4. Reach audiences across the buyer journey 

If you use the Internet, you know that you don’t exclusively visit one website then sign off. Neither does your buyer! This is why it’s critical to implement a mixed approach so you can reach your audience across channels — and across the buyer journey.

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Why should you do programmatic advertising for B2B?

Programmatic advertising helps you reach the right audience through different placements so you can reach your buyer persona on channels they care about. 

Furthermore, increased campaign visibility can also have an impact on your overall brand awareness. This is because you’ll have more control over how many people may see your ad and assess the impact it’s having on increasing reach and moreover ROI. Programmatic advertising allows you to target niche audiences, segmenting your audience to ensure your ads are getting in front of your target market. At Propensity, we match device ID in the audience, so small teams can increase the match rate, without worrying about bandwidth — and still target the right audience. Once you’ve secured that initial impression, you can use those data points to help with retargeting efforts. 

The best part about programmatic ads is that it’s cost-effective for small teams looking to scale. You can read more about expected media costs across your omnichannel campaign here, but typically, you can expect to spend between $0.10-0.90 per contact per week.

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In conclusion…

Programmatic advertising is a powerful addition to your B2B marketing arsenal, but only if you know how to stand out against your competitors. Follow these tips for best practices, and you’ll be well on your way to building an effective programmatic advertising strategy that helps your next campaign soar. 

If you’re ready to learn about how Propensity can help you create a best-in-class programmatic advertising campaign, contact us today!