In this blog, you’ll learn how programmatic advertising can give you a competitive advantage for your SaaS marketing.
SaaS marketing focuses on promoting and building awareness of a software as a service (or SaaS) product. Programmatic advertising is one of the best strategies your tech company can embrace to get more subscribers for your software.
Programmatic advertising is a type of digital advertising that involves purchasing and placing advertisements on certain websites and apps. This data-driven, dynamic approach is a very helpful tool for many SaaS firms.
In this blog, we’ll explain the basics of programmatic advertising and how it can boost your SaaS company’s marketing and, ultimately, revenue. We’ll examine its key components, types, targeting tips, and underrated practices.
Table of Contents
Key Components of Programmatic Advertising
Here are the essential elements of programmatic advertising:
- Demand-Side Platform (DSP) — The advertiser’s tool that manages and optimizes ad campaigns. It can access a vast network of ad inventory to help advertisers set targeting parameters.
- Supply-Side Platform (SSP) — This enables publishers to provide ad space to advertisers by connecting them to ad exchanges.
- Ad Exchange — It connects the publishers and advertising. It enables real-time bidding to compete for marketers’ available ad impressions.
- Data Management Platform (DMP) — This processes information regarding target audiences. Advertisers can use this information to develop effective targeting techniques.
- Real-time bidding (RTB) — This is the process of organizing real-time ad impression auctions. The highest-bidding advertiser’s ad is displayed whenever a bid is placed for impressions depending on their criteria for targeting.
- Ad Creative — This is the actual content of the advertisement. Options for this include text, pictures, videos, and interactive components. Your ad creatives can promote your free trials, include snippets from your most compelling case studies, and so on.
- Ad Verification Tools — These make sure that ads are shown in settings. These also protect brands and ensure that they adhere to industry standards.
Types of Programmatic Advertising That Help in SaaS Marketing
Here are the essential elements of programmatic advertising:
- Demand-Side Platform (DSP) — The advertiser’s tool that manages and optimizes ad campaigns. It can access a vast network of ad inventory to help advertisers set targeting parameters.
- Supply-Side Platform (SSP) — This enables publishers to provide ad space to advertisers by connecting them to ad exchanges.
- Ad Exchange — It connects the publishers and advertising. It enables real-time bidding to compete for marketers’ available ad impressions.
- Data Management Platform (DMP) — This processes information regarding target audiences. Advertisers can use this information to develop effective targeting techniques.
- Real-time bidding (RTB) — This is the process of organizing real-time ad impression auctions. The highest-bidding advertiser’s ad is displayed whenever a bid is placed for impressions depending on their criteria for targeting.
- Ad Creative — This is the actual content of the advertisement. Options for this include text, pictures, videos, and interactive components. Your ad creatives can promote your free trials, include snippets from your most compelling case studies, and so on.
- Ad Verification Tools — These make sure that ads are shown in settings. These also protect brands and ensure that they adhere to industry standards.
Types of Programmatic Advertising That Help in SaaS Marketing
SaaS marketing professionals can expand a tech firm’s reach and engagement using programmatic advertising. Here are its common types:
- Display Advertising lets you buy ads in the form of interactive advertisements, videos, and banners. The messaging can be targeted to certain demographics to reach potential SaaS users who are active in different platforms.
- Social Media Advertising revolves around increasing SaaS companies’ engagement of their target audience on various social media sites or apps. You can set up programmatic ads on Facebook, Instagram, LinkedIn, and other social media apps or sites, which will be seen by users with certain attributes and behavior.
- Search Advertising showcases your SaaS solution in relevant search engine results pages (SERPs). Programmatic buying is vital to improve your search engine marketing efforts.
- Native Advertising involves simpler and traditional advertisements that mix in seamlessly with the content of a website or app.
- Video Advertising allows your SaaS business to target potential customers on well-known video-sharing sites and streaming services using programmatic video ads. LinkedIn and TikTok are two of the most popular platforms for video advertising.
- Retargeting involves re-engaging visitors to your SaaS website or landing page. These are potential clients but have yet to convert. This method increases the possibility of successfully converting them since they’ve already shown interest in your software by previously visiting your site.
- Mobile Advertising connects to your SaaS product’s target audience on their mobile phones and provides them with a unique mobile experience by serving them with relevant programmatic ads.
If any of those types of programmatic ads are confusing to you, or you need some other guidance on this topic, a highly experienced programmatic advertising agency like Zero Company can be of great help.
The Value of Programmatic Audience Targeting in SaaS Marketing
Targeting the right audience is key in running successful programmatic ad campaigns.
The first step in programmatic audience targeting is data gathering. Based on our experience as a programmatic advertising agency, we recommend that you gather as much data as you possibly can about your software’s or app’s ideal customer profile before setting up your ads. The data should include their demographics (age, gender, location, and so on), online behavior, and preferences.
Keep in mind that programmatic advertising serves tailored online ads to your target users using real-time bidding and artificial intelligence (or AI). Showing your ad to the right audience at the right time increases the likelihood of conversion for your SaaS product.
The major benefits of programmatic audience targeting are higher ROI, decreased ad waste, and better customer engagement. Your tech firm can nurture your leads more effectively and build long-lasting relationships with your existing customers through hyper-personalized content.
In addition, either your digital marketing team or the programmatic agency you hired can easily update your programmatic ads. Based on the current performance of your campaign, they can quickly adjust your ad settings to show your ads to users who are most likely to convert. This will allow you to make the most out of your advertising budget.
An Underrated SaaS Marketing Strategy You Should Know About
One of the best yet often-overlooked strategies in programmatic advertising is programmatic retargeting. This tactic lets your tech company reconnect with users who visited your website but did not yet convert.
Here are some ways to get the most out of programmatic retargeting for your SaaS marketing campaign:
- Use Cross-Device Retargeting. Did you know that users switch between various devices during their customer journey? With this in mind, make sure that your programmatic retargeting strategy is compatible across various devices.
- Employ Frequency Capping. People hate excessive repetition. Frequency capping limits how often your programmatic ad is shown to the same user. This prevents bombarding your target audience with your retargeting ads. As a result, you prevent ad fatigue and annoyance.
- Maximize Performance Tracking. Monitor the performance of your retargeting campaigns on a regular basis. Some things to focus on are your click-through rates, conversion rates, and return on ad spend (ROAS). Learn how to use the analytics tools available to you, and don’t be afraid to constantly modify your tactics based on the data you gather.
- Regularly Refresh Your Creatives. Doing this will help maintain user interest and prevent ad fatigue. People in general enjoy seeing a variety of ads (especially well-designed and creative ones), even if they convey the same message. Updating your ad creatives and content will keep your campaigns exciting and current, which can improve your conversion rate.
- Lastly, Ensure Data Privacy Compliance. This simply means complying with current regulations. For example, at the very least, you should obtain user consent and offer clear opt-out options. Make sure you’re aware of existing regulations, and do your best to follow them to avoid incurring any penalties.
Get Expert Guidance From Programmatic Marketing Specialists at Zero Company
Whether you’re a tech startup or a software company with an established market, you can benefit from the combination of AI and data in the form of programmatic ads.
If you need help from a programmatic advertising agency, Zero Company is one of your best choices. We take pride in our programmatic agency’s team of programmatic ad experts who offer insightful data analysis for the best SaaS marketing outcomes.
Consult us for free to learn how our targeted programmatic advertising can bring better brand visibility, engagement, and conversions for your SaaS marketing.
