Increase Conversion Rates and Complement Search With Programmatic Display

Paid search is among the most efficient ways to market digitally. This is because when someone types a query into a search engine, they’re already looking for someone to solve a problem, answer a question, and provide a solution for them. As a result, paid search is often the highest-performing type of media — though it can be at a cost. 

The truth is that search has limitations. Once you have maximized high-intent keywords, optimized budgets and bids, and covered all associated keywords, performance can begin to level out and plateau. Search alone, therefore, cannot scale once demand is exhausted. Programmatic display plays a critical role in demand generation. 

Why Search’s Ability To Scale Is Limited

The point of search is that you can capture the attention of those who are already searching for answers. They have demands, and you have solutions. That makes these leads easier to convert. 

However, once the pool of potential customers levels out, simple searches can’t make new demand. Instead, it typically levels out, and you end up having to compete harder to get the same results. That’s why marketers with maturing accounts tend to see their cost-per-clicks (CPCs) increasing over time, less growth despite throwing a higher budget at the problem, and performance that seems to be primarily from retargeting. 

Programmatic can add to your full-funnel media approach. It helps because it aims to stop optimizing search (you’ve already done that) and switches you over to demand creation. 

Programmatic’s Role in Search Behavior

Programmatic display is designed to reach users before they have a question or problem to solve. Its purpose is to introduce a problem and your brand’s solution, get your potential customers familiar with your brand, and build up your brand in their memory. Why? When they realize they have a problem you can solve, your name is the first on the list. 

With programmatic display, advertisers often see their branded search volume increase. There is also more likely to be a shorter path to conversion, because you’ve already taken time to get your name out there, build trust, and show what your company is capable of.

Poor Programmatic Display Strategy Can Lead To Waste

Only 36 cents of every dollar that enters a demand-side platform (DSP) reaches the consumer. That’s why some marketers believe that programmatic display is wasteful. They believe it is a low-cost impression channel rather than one used to build a long-term strategy. To avoid waste, you will want to be sure you target keywords and be cautious about how often you use retargeting. 

And, think about programmatic display as an influence, not necessarily an immediate sales driver. However, if after running your campaign for a month you notice a large number of impressions without a change in user behaviors, then display may be simply generating noise, not demand for your products or services. 

What Supporting Search Actually Means

Supporting search isn’t just about retargeting users who have come to your website in the past. Instead, the goal is to target and prep the new wave of potential searchers so they come looking for you. Your brand needs to be aligned across three areas, including:

Audience: Know your look-alike audiences, in-market segments, and contextual signals
Creative: Create messaging that resonates by educating people about the problem and how your brand solves it
Sequencing: Display should focus on introducing your brand in its appropriate category. Then, when the user later searches in that category, search should capture their intent more effectively. 

When you do these things, users aren’t going to come across your brand for the first time when they search for solutions, and that means you’re more likely to see your conversion rates improve.

How To Tell If Display Is Expanding Demand 

Display metrics can tell you a lot about your brand, but the proof is in the performance of your programmatic ads. You’ll know it’s working if you see:

-An increase in branded search volume
-Lower CPC trends over time
-Stronger performance in the locations/geographies where you’ve set display to be active
-Faster paths to conversions

If these changes aren’t happening, then your programmatic display ads are likely not aligned to best support search. Learn more about programmatic advertising with Adtaxi.

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