November 30, 2022 | Categorised in: Tags:

Paid search is a great way to get new customers for your business. It’s an effective tool for driving traffic to your website and increasing conversions. 

Paid search advertising is fast-paced and dynamic. That means there’s always something new to learn regarding your campaigns and how they’re performing. Programmatic advertising can help make sure your paid search ads are more targeted and effective than ever before! 

What is Programmatic Advertising?

You’ve probably heard of programmatic advertising, but what exactly is it?

Programmatic advertising refers to an automated process that uses software and data to target audiences and deliver ads. It can be used in paid search, display, and video—and it allows advertisers to buy media in real-time. 

In other words: it allows you to use algorithms and computers instead of humans to place your ads on websites or apps. This means you can get your ads out there faster and more efficiently than ever before!

Here are four ways programmatic can help paid search;

1. Create a Better Experience for Customers

There are several ways programmatic can improve the customer experience and help paid search better connect with customers.

First, it allows advertisers to target specific users and create more personalised experiences for them. A user who engages with an ad might be shown a different message than one who doesn’t, or they may see content that’s slightly different in nature if they’ve previously expressed interest in particular topics or products. 

A brand could also send messages through programmatic channels based on where its customers are located geographically. If someone from Sydney has expressed an interest in gardening tools in the past, he or she would likely receive ads about gardening tools when visiting a website that sells gardening supplies from Sydney-based companies.

It also helps marketers create relevant messaging which increases awareness amongst consumers and thus drives more sales. By serving ads via programmatic channels you can increase your reach without spending more money; this allows brands to get their message out without having to break their budget as much as they would otherwise have had to.

2. Increase Efficiency

If you’re looking for a way to increase efficiency and save time, programmatic advertising is a good place to start. With automated bidding, your ads will be shown to the right audience at the right time and all of this happens in real-time. You can easily find the right audience by selecting keywords and targeting locations.

It’s also easy to set up and manage campaigns with programmatic advertising. To get started, you just need an ad account with Google Ads or Microsoft Advertising. Then, you can build custom audiences based on customer data that shows what they’ve done online before:

  • How much do they spend?
  • What do they buy?
  • When do they buy?
  • Where do they live?

3. Get New Audiences

Programmatic advertising can help you reach new audiences, providing a way to expand your reach beyond what’s possible with pay-per-click advertising alone.

Programmatic campaigns are similar to traditionally paid search campaigns, but they incorporate real-time bidding (RTB) technology that uses audience segmentation. This allows you to target specific users based on their interests or other factors in order to reach the right people at the right time. It also makes sure that users who’ve already been targeted aren’t shown ads multiple times for the same product or service.

4. Leverage Data

Using data to make decisions on your advertising is always a good idea. Data is reliable and trustworthy, meaning you can make informed decisions based on clear evidence.

  • Use data to optimize your campaigns:

It’s important to know if you’re getting the most bang for your buck, but it’s just as important that you know what kind of bang you’re getting. Data helps with this by showing you how often users see ads, how many people click on those ads, and where your ads are shown in relation to other ads.

  • Use data to create better targeting:

Segmenting users allows advertisers to target specific groups of consumers based on their characteristics and behaviours rather than simply broad demographic categories such as age group or gender. 

For instance, if a user has recently visited a website about pets then perhaps we want them to see pet-related advertisements instead of general ones related only loosely back toward that topic area. Likewise with keywords – these days keywords can be used not only as an indicator but also directly tied into relevance scores so we might have certain words associated with higher relevance scores while others lower ones accordingly (this is especially true when using machine learning techniques).


We hope these four tips have been helpful. If you’re not sure where to start with programmatic advertising or have questions about how it could help your PPC strategy, give us a call! We’d love to hear from you.