Micro-moment marketing is the concept around the mass amounts of content delivered to consumers on a daily basis. These experiences are intended interactions between a brand and consumer while they are online. Think with Google defines the different types of micro-moments that users experience: purchase moments, research moments, and discovery moments, just to name a few. Why do these micro-moments matter to marketers? They hold importance because programmatic advertising, paired with search advertising is the game-winning combination that enables marketers to win these micro-moments.
It is important to remember that one’s marketing efforts may only be a fraction of a consumer’s daily dose of media. With that being said, be sure to use audience insights to understand your consumer first, so that you are not shooting for a blank target. Secondly, use this data to create killer content and creative. If you only have a few seconds to grab your consumer’s attention, it better be engaging and exciting.
How do programmatic and search tie into micro-moment marketing? Search ads, the most common form of PPC (pay per click) advertising, look to capitalize on the traffic of those browsing the internet. Most search ads are text online and are very restrictive in terms of style and character count. They appear either at the top or on the side of your Google search results and are usually placed based on how related they are to the results of a specific search query. Search ads can be very competitive, and the cost of these ads will vary entirely depending on your competition.
Through the use of programmatic and real-time bidding, marketers can purchase inventory or ad placements on a variety of websites. These advertisements appear above, below, alongside and even in the middle of web page content, and are found in every imaginable style and type of website. Display ads reach over 90 percent of internet users worldwide. Programmatic allows marketers to create display ads in an efficient and scalable manner, enabling for rapid updates to various campaigns. Thus enabling the delivery of relevant content to the right consumer at the right time.
Understanding the relationship between search and display ad campaigns is vital for marketers aiming to win the numerous opportunities of micro-moments consumers are served each day, as well as driving ROI for cross-channel campaigns.