Paid Media Case Study: Programmatic Media Buying

Background:

In today’s competitive B2B digital marketing ecosystem, many B2B businesses must drive high-value conversions and simultaneously reach a broader audience. This case study delves into a strategic approach implemented by Avid Demand to help our client, a leading payment processing provider, enhance their online presence and expand their market reach.

The Challenge:

While existing advertising strategies were effective at capturing high-intent conversions, our client was missing out on a significant percentage of their target market. Our challenge was to broaden the client’s reach while simultaneously attracting high-intent prospects within each target audience segment. Specific goals were to increase website traffic, enhance overall engagement, and ultimately drive an increased number of quality conversions.

Our Strategy:

To enact a more holistic and comprehensive full-funnel strategy, Avid Demand integrated programmatic media buying into our client’s B2B paid media program. Programmatic advertising, a top-of-funnel tactic, was chosen due to its ability to target specific audience segments utilizing Ideal Customer Profile (ICP) data points with ad placements across various screens and devices.

Process

Over a 90-day period, we ran three distinct programmatic display advertising flights, each tailored to different stages of the sales funnel:

1. TOFU Campaign (30 days): Focused on top-of-funnel efforts, directing users to product pages and educational assets.
2. MOFU Campaign (30 days): Targeted users with industry-specific solutions, engaging audience members in the consideration phase.
3. Combined TOFU and MOFU (30 days): Utilized a dual approach to capture both new users and engaged returning users. Remarketing strategies were employed, directing returning users to high-intent pages and new users to featured product pages.

The Results:

The programmatic campaign yielded exceptional results, surpassing industry benchmarks.

Performance Metrics

• Average Click-Through Rate (CTR): 0.3% (0.22% above the industry benchmark)
• Unique Accounts Reached: 73,224
• Total Impressions: 1,918,960
• Clicks: 5,779
• Engaged Returning Users: 387

Key Findings

• Response Rate: The program’s Click-Through-Rate (CTR) outperformed the industry benchmark by 116%, demonstrating the effectiveness of our targeting and messaging.
• TOFU and MOFU Segmentation: The funnel-phase flights allowed us to tailor ad creative and landing page destinations to specific industry verticals and various needs at different phases of the buy cycle.
• Remarketing Success: The resulting growth in our remarketing audience enabled us to target users who had previously engaged with the client’s content, increasing high-intent conversions.
• Expanded Reach: Programmatic ads enabled us to reach a wider and more diverse audience, with 73,224 unique accounts reached throughout the program, thereby increasing brand exposure and awareness.
• Engaged Audience: Several prospects who clicked on a programmatic ad re-engaged and visited the client’s website (i.e. engaged session).

Expand Your Market Reach Via Programmatic Media

Through the successful implementation of programmatic initiatives, our client not only enhanced their digital presence but also reached users in previously untapped markets, leading to improved brand awareness, increased engagement, and overall business growth. The success of this campaign illustrates the importance of diversifying marketing tactics and striking a balance between bottom-of-funnel conversions and top-of-funnel outreach.

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