As mentioned above, paid search complements your team’s SEO efforts wonderfully. Still, in the world of omnichannel customer journeys, all digital advertising efforts must work together to streamline and improve the customer experience.
So if you’re already investing in programmatic advertising, you may be worried that paid search efforts will be duplicative or creates silos in your customer’s journey. However, we’ve found just the opposite when using both paid search and programmatic. Their efforts complement one another sufficiently to create a better omnichannel experience for shoppers, making for a more efficient digital advertising spend.
Below we’ve outlined the top four ways paid search and programmatic complement one another:
1. Expand your media mix.
Today’s shopping journey doesn’t end when a customer exits out of a retailer’s website. Rather, consumers are browsing and buying across all forms of media – social, video, CTV, audio, and more. Advertisers need to understand that today’s consumer isn’t going to come to you, rather you need ot meet them as they browse. Any gaps in your media mix offer an opportunity for your competitor to sneak in and win that consumer’s purchase.
2. Offer a holistic approach.
Advertisers are experiencing stricter media budgets but are still under the same pressure to perform and prove ROI. This means that having a holistic understanding of where your media budget is being spent is more important than ever. Knowing which channel is driving which results will ensure resources are appropriately allocated. Paid search may work well for driving conversions, while programmatic display has improved your brand’s overall awareness. Having this insight across all channels ensures budgets, creative efforts, and time is spent accordingly.
3. Allow Advertiser to tell a cohesive story
Remember that saturated, competitive market I mentioned previously? With more competition and savvier shoppers, creating the customer experience consumers want is essential. Knowing what your consumer clicked on in a Facebook ad allows you to better target them with the same or similar products and offers across other channels, like paid search.
Without a multichannel approach, you’re lessening your opportunity to move the customer down the funnel and also missing out on valuable impressions and data.
4. Easier to Optimize
The more data, the better. This adage perfectly sums up why programmatic and paid search work so well together. The more you know and understand about your consumer, the better conversations and interactions you can have. You can optimize towards channels they’re on during certain times of day, you can ensure your messaging is reaching the right audience on the right channel.