Five Simple Programmatic Strategies to Drive More Leads

2020 has brought sudden changes for B2B marketers who rely heavily on in-person interactions for lead generation. Digital advertising is one way to promote brands and keep business running. PPC campaigns are relatively simple to set up and may be a great starting point for marketers with smaller budgets. Programmatic advertising can be intimidating, but it offers almost unlimited scale for campaigns of any size. Here are five strategies for tackling programmatic advertising.

Casting a wide net with display can optimize performance and reach a potentially interested audience. Contextual targeting can be used to capture viewers with the same keywords used in search campaigns. Brand safety can be addressed with white and black lists. Retargeting can be used to bring visitors back to the site. Educational materials, webinars, and gated content can help to generate leads.

Programmatic offers a massive amount of scale to reach target audiences across screens and channels. You can go directly to a DSP or find a managed media services provider to handle the media buying. Make sure your team has a targeted strategy in place to help programmatic work for you.