How can you leverage programmatic search for your brand's reach?

1 What is programmatic search?

Programmatic search is a form of digital advertising that uses software and artificial intelligence to buy and place ads on search engines, such as Google or Bing. Unlike traditional search ads, where you have to bid on keywords and set budgets manually, programmatic search uses data and algorithms to decide when, where, and how much to bid on each query. This way, you can target your audience more precisely, reduce waste, and improve efficiency.

2 How does programmatic search work?

Programmatic search works by using a platform that connects advertisers and publishers, such as Google Ads or Microsoft Advertising. The platform collects and analyzes data from various sources, such as user behavior, location, device, time, and intent. Based on this data, the platform determines the best ad to show to each user, and how much to bid for it. The platform then sends the ad to the search engine, where it competes with other ads in an auction. The highest bidder wins the ad space, and the user sees the ad when they search for a relevant term.

3 Why use programmatic search for your brand's reach?

Programmatic search can help you increase your brand's reach and awareness in several ways. First, it can help you reach more potential customers who are searching for products or services related to your brand. By using data and algorithms, you can target your ads to the most relevant and qualified users, and avoid irrelevant or low-quality traffic. Second, it can help you optimize your ad performance and budget. By using programmatic search, you can adjust your bids and ads in real time, based on factors such as user feedback, market conditions, and campaign goals. This way, you can maximize your return on investment and avoid overspending. Third, it can help you improve your brand image and reputation. By using programmatic search, you can create more personalized and engaging ads that match the user's intent and context. This way, you can build trust and loyalty with your audience, and differentiate your brand from competitors.

4 How to get started with programmatic search?

To get started with programmatic search, you need to have a clear goal and strategy for your campaign. You need to define your target audience, your key performance indicators, your budget, and your creative assets. You also need to choose a platform that suits your needs and objectives, such as Google Ads or Microsoft Advertising. You can then set up your campaign on the platform, and select the parameters and options that you want to use for your programmatic search. For example, you can choose the type of bidding strategy, the level of automation, the ad formats, and the targeting criteria. You can also use tools and features that can enhance your programmatic search, such as dynamic search ads, responsive search ads, or remarketing lists for search ads.

5 How to measure and optimize your programmatic search?

To measure and optimize your programmatic search, you need to track and analyze your campaign results and performance. You need to use metrics and reports that can help you evaluate how well your programmatic search is achieving your goals and reaching your audience. For example, you can use metrics such as impressions, clicks, conversions, cost per click, click-through rate, or conversion rate. You can also use reports such as search terms, auction insights, or performance breakdowns. Based on the data and insights that you get from these metrics and reports, you can then make adjustments and improvements to your programmatic search. For example, you can change your bids, your ads, your targeting, or your budget, to optimize your campaign outcomes and efficiency.