High convergence potential of programmatic marketing and Google Adwords

PROGRAMMATIC Ivano Celia* on the positive effects of programmatic marketing on Google AdWords and how to make the most of them.

Programmatic marketing can support Google Adwords.I would like to dedicate this article primarily to the more advanced online media planners and marketers who are not yet familiar with programmatic marketing or who are not aware of the positive booster effect of programmatic marketing in relation to Google Adwords. This topic is an explosive one for every planner and marketing manager, if you are aware of the enormous potential. Every month, we at MK compile important aspects, status quo and trends in the field of programmatic marketing like a prayer wheel, and from our own perception, you might be tempted to believe that everyone already knows the topics presented and that they could be cold coffee anyway. However, the reactions and the great interest shown by readers clearly show that there is a great need for information on this topic. It is still a long way from being the case that programmatic marketing is a natural part of a B2C campaign. I see the same picture again and again in discussions with advertising clients."Anyone who has already used programmatic marketing alone or in combination with other placements and/or media types will quickly realize, due to the enormously good results, that this method of online advertising, similar to Google Adwords, should be used in the long term and throughout the year as an advertising measure and always as an integral part of every campaign. I am not saying that this must always be the case, but experience simply shows that this is true in the vast majority of cases. Not using such a great opportunity in your own campaigns is almost criminally negligent."Ivano Celia, owner and managing director media BROS.Convergence of programmatic marketing and Google AdwordsThe biggest difference between Google Adwords and programmatic marketing is probably that Google Adwords can only mine existing interests/prospects, in contrast to programmatic marketing, which can build up new interests/prospects. Google Adwords always benefits from all communication and campaigns anyway - including programmatic marketing. In an analogy with football, the difference could be described as follows:- Google Adwords is a top scorer/striker who is in the right place at the front ready to receive a high pass and convert it into a goal. But Google Adwords needs passes to turn them into goals. Beyond that, Google Adwords cannot outgrow itself. You could also say that Google Adwords only ever fishes in a limited pond, in which there are only fish that practically want to eat the bait anyway - programmatic marketing dominates the entire online funnel on its own and even better in combination with the online and/or media mix. In soccer terms, programmatic marketing can start from the very back with the libero, fight its way forward into the midfield and then score its own goals with its own attack - passes that programmatic marketing does not convert into goals for itself are converted into goals by Google Adwords as a side effect. Steep passes that Google Adwords usually knows how to use - in this case, a goal is a conversion. A download, installation, lead. The interaction of the user, however desired as the goal of the campaign.Concrete positive effect (convergence) between programmatic marketing and Google Adwords:1. 50 - 100% increase in new users when using programmatic marketing.2. programmatic marketing recruits and taps into completely new users/interested parties that are hardly covered by conventional methods and placements. The analysis of overlap reports, i.e. the control of overlaps in online campaigns, results in ø 98 % unique users! This means only 2 % overlaps with other placements, individual placements, networks etc. and 98 % new/other users that would otherwise not have been obtained/reached!3. 20 - 30 % higher conversion rates for Google Adwords campaigns and simultaneous use of programmatic marketing4. lower CPC for Google Adwords due to the positive effect of programmatic marketing5. lower CPX, i.e. price per conversion for Google Adwords campaigns, due to higher conversion ratesTo summarize the convergence between programmatic marketing and Google Adwords, the following can be said:- By using programmatic marketing, the user universe or market potential is increased many times over - programmatic marketing works efficiently and effectively in itself, but provides Google Adwords campaigns with better results and lower purchase prices, CPC and CPX (price per click and conversion)In the following articles, I will discuss the convergence of programmatic marketing and TV and online campaigns in general. Programmatic marketing in combination with TV campaigns represents an unprecedented potential that is looking for its equal.what is your experience with programmatic marketing or what is your current status? Are there any topics you would like us to cover and write about? How can we help you? Use the comment box below.