What is Biddable Media?
In short, Biddable Media is any form of media than can be bid on in real-time. Advertisers compete to purchase ads and appear at the right time and place for buyers to interact with.
Biddable Media can be in the form of Search Advertising, Display Advertising, Product (Shopping) Advertising, and now more popularly, Social Media Advertising.
If you’re like me and use YouTube to constantly learn new things, you’re probably very familiar with Video PPC. Almost every video you view will have about one or two 5-second ads before allowing you to watch. Other videos have short ads sprinkled throughout the length of the video.
Anyways, why purchase biddable media? What is its purpose and what are the advantages? This post will outline biddable media topics and techniques to help your business thrive.
Why Buy Biddable?
Biddable Media allows for companies to be able to get their hands on rich, valuable ad space.
Businesses buy biddable media to get in front of their target audience, appeal to them, and encourage them to fulfill a given call-to-action.
What’s great about investing in biddable media is that it is incredibly scalable, measurable, and can be purposed to suit your needs.
You see that your ads are sending 3x as much traffic to your site, leading 2x as many conversions? You’re recognizing that profits are steadily increasing every 2 weeks? Sounds like a wise decision to continue scaling — and biddable will allow precisely for that.
Given the widespread reach of Paid Advertising, biddable is great at generating new leads. By taking advantage of trends or new opportunities in the market, you can attract a notable percentage of your target audience.
However, this is not to say that biddable media can simply award you a list of qualified and quality leads.
Devise a list of optimal keywords for your strategy that are competitive (and thus sought after), while still remaining reasonably within your budget for PPC. Trying to pick the broadest keyword for search volume & traffic is not always the best idea. The more common the keyword, the more likely competitors will be targeting ads around the same keyword, therefore forcing you to bid higher.
Look for keywords with low competitive background, decent-high search results, and most of all ensure they are keywords/keyword phrases your audience is likely to search for.
Let’s talk more about some techniques, tips, and other considerations to keep in mind before pouring money into your strategy.
Biddable Media Techniques and Tips
Personas and Target Audience
Before jumping into purchasing, consider taking the time to understand your audience more thoroughly and design a bidding strategy.
It’s important for any business to know who they’re targeting and what about them will appreciate and desire your value proposition.
One way to do this is through the available data consumers have consented to provide for marketing purposes on platforms like Facebook and YouTube.
Not only is this data very helpful, but it’s also ethical as consumers will only provide information if they voluntarily agree to do so. Using data and behavioral analysis, focus on creating target personas to enhance the quality of your bidding technique.
Developing personas is a way of creating an overall image of people who elicit behaviors, interests and other traits your target audience exhibits. These more realistic representations help you find the best methods to reach customers and how to capture their attention.
Inbound + PPC = Results
While having ads is great to an extent, your growth and progress can be amplified even further. With the implementation of a solid inbound marketing strategy, your results can be exponential in growth.
PPC ads combined with an engaging, interactive presence on social media can bring both brand awareness and a deeper sense of connection to your audience.
Try writing helpful and informative blog posts that your readers can benefit from. Soon, you’ll notice a shift in organic prosperity. Include links in your posts to further guide readers to more of your valuable content.
When used effectively, inbound strategies like SEO, social media content and blog posting can greatly increase traffic and overall conversion rates. If a user can find you on Google, they can easily stumble across your ad. Your social presence can feed into your biddable media by converting more curious users.
Let’s say a friend tells you to follow a page called “FreshFruitz” on Instagram because of their savory fruits and delivery offers. You Google search “FreshFruitz Instagram” and the first result you see is an ad by FreshFruitz. Curiously, you might click on that ad to learn more about their daily fresh fruit packages sent to your door.
My point is that there is an existing relationship between organic presence and paid media. A strong organic reputation helps increase traffic, while the biddable media may draw organic traffic into a conversion. Their special connection can progressively help grow your business into an established name.
Landing Page & User Perspective
Lastly, it’s wise to consider circumstances from the consumer’s point of view.
For instance, let’s say you’re the consumer and you click on a search ad in Google. As the advertiser, it’s imperative to ensure that ad brings the customer to a relevant landing page. If the landing page is irrelevant for solving your customers’ inquiries, the ad was a failure.
The ad should bring the customer to a page that was related to the ad’s description and appeal. If these criteria aren’t met, your potential buyer will bounce back to the SERPs. Now you’ve just lost money to GoogleAds and lost a customer.
Optimizing load times, developing a simple, quick, and safe checkout process, and creating an attractive site atmosphere that’s easy to navigate are just a few examples.
Take advantage of biddable media in combination with organic techniques. You’ll discover a surge in traffic, conversions, and customer engagement!