Web surfers who make their way over to your website or another part of your online footprint often digress to another online distraction. Resist the temptation to assume such web surfers are a lost cause, focus on the merits of programmatic ads for retargeting B2B traffic and you’ll bring plenty back into the loop for eventual conversion.
Take a close look at the connected TV advertising statistics and you’ll find less than 2% of aggregate online traffic ultimately converts. However, there is no reason to assume the 98% who refused to convert are lost forever. Here’s how to retarget that B2B traffic.
Let Computers Advertise on Your Behalf
It is no secret that we are transitioning to an era of automation. Computers are advanced to the point that they now track:
- Where impressions occur on specific webpages
- The types of people who are behind those impressions
- The value of such impressions
Programmatic advertising empowers businesses with timely access to audiences that are otherwise challenging to reach. This approach targets coveted prospects who slipped out of your grasp after expressing a genuine and organic interest in your value offering. The tech is even advanced to the point that it has the dexterity necessary to engage a target audience on specific channels.
The end result of retargeting B2B traffic with programmatic ads is advertising to a narrow audience with confidence. The members of this targeted audience are the ones most likely to immediately or quickly convert into paying clients, hiking sales, revenue, and the bottom line.
Breaking Down Programmatic Advertising
Retargeting previous online visitors through programmatic ads centers on the use of cookies. The cookie-based approach relies on code, typically in the form of JavaScript, to track online visitors’ behavior as they traverse the internet. Though this method of targeting previous online visitors might seem intrusive, it is anonymous and completely legal.
The use of diminutive and unobtrusive web code on your business’s website, often called a “pixel,” goes unnoticed by the vast majority of visitors to your webpage. Pixels do not impact the performance of the site, nor does the use of such code compromise the site’s performance.
Each time a web user surfs over to the site, the code transmits a cookie into the browser.
Cookie-laden web surfers proceed through their online digressions, tracking those movements for the purpose of targeting traffic through programmatic ads. In B2B retargeting,
this data is used to present ads, guaranteeing that those ads are presented to individuals who expressed an interest in the product/service through an online visit to the homepage, service page, blog post, etc.
Programmatic Ads to the Rescue
The appeal of programmatic ad buying is that it uses algorithms to study the behavior of internet audiences. The aim is to use such computations to present ads to those who are the most likely to become paying customers. Programmatic advertising software commences with the use of predictive analysis. The software gradually evolves as more data is processed, ultimately retargeting previous visitors based on your company’s unique campaign goals. However, the success of this approach is largely based on the use of the right key performance indicators.
Feed the optimal data into the software and it will zero in on prospects who are most likely to pay for the product, service, or other value offering. When in doubt, lean on a marketing specialist to help identify the key performance indicators with the most relevancy. Pair expert insight with programmatic ads for retargeting your B2B traffic, be patient and you’ll notice a gradual increase in conversions.
Experiment With Retargeting to Find the Right Approach
Programmatic advertising is favored in the context of retargeting partially for its flexibility. The retargeting of B2B traffic with programmatic ads empowers businesses with a golden opportunity to test out a variety of approaches to get a sense of which works the best and which falters.
From connecting with previous visitors of specific demographics to unique marketing content and even various web-connected devices, there is an opportunity to test out different approaches as desired. The best part is that this approach occurs in an automated manner.
Take some time to get a sense of which channels work the best for your retargeting effort. Cycle through campaigns to tap into previously unused data. Continue to reassess programmatic advertising strategies after implementation and alter them accordingly.