Category: NEWS

Statistics & Strategies to Increase Yours in 2024

What Is Email Open Rate?

Your email open rate is the percentage of recipients that opened your email. For example, if you send an email to 100 people, and 25 of them open the email, your email open rate is 25%.

This metric lets you measure the success of email campaigns and understand the factors that make subscribers engage with your email content.

These factors can include subject lines, sender names, and the time of day you send the emails.

How to Calculate Email Open Rates

To calculate the open rate for an email campaign, you need to know a few numbers:

  • Emails sent: The number of people you sent the email to
  • Emails bounced: The number of emails that weren’t delivered
  • Unique opens: The number of individual people who opened the email

Plug these metrics into this open rate formula:

Email Open Rate = Unique Opens / (Emails Sent – Emails Bounced) x 100

For example, let’s say you sent a marketing email to 1,000 people, 100 of them didn’t get delivered, and 450 of your recipients opened it. Your email open rate would be 450 / (1000 – 100) x 100 = 50%.

Email open rate equals unique opens divided by the total of emails sent minus the number of emails bounced. Then multiply the total by 100.

Email Open Rates vs. Click-Through Rates

Your email click-through rate (CTR) tells you the percentage of recipients who clicked at least one link in your email out of those who opened it. Along with open rate, your email CTR can indicate how well you’re engaging your audience.

Here’s what you can learn from these email marketing metrics:

  • Email open rates help marketers understand how to capture subscriber interest. For example, some email subject lines may be better at standing out in the inbox and getting subscribers to read.
  • Email click-through rates help marketers understand how to prompt subscribers to take action within the email itself. For example, some offers may be more compelling and therefore better at driving clicks to a landing page.

You might also measure email click-to-open rate, or CTOR. This is a hybrid of the two metrics above. Click-to-open rates show the percentage of email recipients who opened an email and clicked at least one link in the email.

How to Check Your Email Open Rate

Many email marketing service providers automatically track email open rates every time you send a campaign to your subscribers. They do this by adding a 1×1 pixel in every email. When a subscriber opens your email, the tracking pixel fires and counts an open.

To find your open rate, check your dashboard. Here’s an example from a Mailchimp dashboard:

Email marketing metrics overview screen in Mailchimp, showing metrics like open rate and click rate.

Some email marketing providers also share account-wide email metrics. Here’s an example from a Klaviyo dashboard:

Email performance review screen in Klaviyo showing account-wide open rate, click-through rate and placed order rate.

Why Your Email Open Rate Is Important to Track

Your email open rate can tell you a lot about the performance of your campaign.

Think about it this way:

If subscribers don’t open your email, they won’t have an opportunity to read your message. They won’t have a chance to take next steps either (like clicking a link or completing a conversion).

In other words, getting subscribers to open your email messages isn’t the end goal. But it is the first step toward successfully executing your email strategy.

To get a more complete picture of your account and campaign performance, you should also monitor email engagement metrics like:

  • Click-through rate
  • Conversion rate
  • Subscribe/unsubscribe rates
  • Bounce rate

What Is a Good Email Open Rate?

The average email open rate is 34.23%, according to Mailchimp. However, the definition of a “good” open rate varies across different industries.

Email Open Rate Statistics by Industry

To compare your open rate to direct competitors, you need email benchmarks for your industry.

Many major email service providers track open rate statistics across industries. According to GetResponse, the industries with the highest email open rates are:

  • Communications: 48.8%
  • Nonprofits: 39.71%
  • Publishing: 37.51%

And the industries with the lowest email open rates are:

  • Health and beauty: 27.73%
  • Financial services industry: 26.5%
  • Internet marketing: 21.9%

So, it’s important to compare your email open rates to others in your industry. Because what might be classed as “good” for one business could be very different for a business in a different niche. 

But aside from your industry, there are other factors that can impact your email open rates. Including some important ones that you actually have control over.

7 Factors That Affect Email Open Rates

1. Subject Line

In order for subscribers to open your email, it has to stand out in their inbox.

How do you make this happen?

Concise and relevant subject lines can help. Successful email subject lines should:

  • Speak in a style and use language that resonates with your target audience
  • Make it relevant to both what the email is about and what your subscribers are interested in (don’t use clickbait)
  • Give subscribers a reason to click (like an exciting announcement or a time-sensitive offer)
  • Don’t make them too long to ensure they display in full in the inbox (ActiveCampaign recommends 30-50 characters)

How do you tell if subject lines are the cause of low open rates?

Review subject lines for your recent email campaigns. Check whether some styles of subject lines regularly perform worse than others. 

Later in this article, we’ll discuss how you can test different subject lines at the same time to improve your email open rate.

Preheaders give you an extra opportunity to invite recipients to open your email.

This text displays after or below the subject line in a typical email inbox. It builds on the subject line by offering more context or teasing the offer or content in the email.

Like the text after the subject line in the third email below:

Email inbox showing the preheader of an email after the subject line.

The characters that display depend on the recipient’s device and email client. So keep the preheader as short as possible to increase the chance it will display in full. 

3. Sender Name and Email Address

It must be immediately clear to the recipient who sent the email. Otherwise, they don’t have a reason to open the email. And they may not trust you.

Here’s how to inspire trust and leverage brand recognition:

  • Ensure your company name (not your email address) shows as the sender name
  • Keep your sender name consistent so subscribers recognize it easily
Email inbox showing clear sender names.

4. Recipient’s Email Address

Without valid subscriber email addresses, your messages will bounce instead of arriving in inboxes. As a result, your emails will never be opened or read. This results in lower email open rates.

The more emails you can successfully deliver, the more emails your subscribers can potentially open.

An email verification tool can validate addresses for you before sending. 

This type of tool is especially important for outbound email outreach when you don’t have lists of email addresses submitted by subscribers. And instead you need to find email addresses manually.

Email Verifier tool showing the ability to bulk verify email addresses.

5. List Segmentation

Not every marketing email has to go to your entire subscriber list. 

If you email subscribers who aren’t interested in your brand or engaged with your email content, your open rate will likely decrease over time.

Segmenting your email list can increase the chance that your emails will reach engaged subscribers.

Here are some ideas to segment your list:

  • Location: Target subscribers in a specific region or city if your content is relevant to a particular area
  • Interests: Send emails to subscribers based on the pages on which they signed up to your email list, or perhaps boxes they ticked when they joined
  • Behavior: Send a special offer to loyal shoppers or customers who haven’t bought in a while

6. Email Timing

Send emails at the most convenient times for your business or the ideal times for your subscribers. If you neglect to get the timing right, your emails could get buried in the inbox, leading to lower open rates.

So, when is the best time to email your subscribers? Overall, the ideal times are Tuesday and Thursday at 10 a.m. and 3 p.m., according to Brevo.

But in many cases, it depends on your industry. For example, the best time for marketing agencies to email is 4 p.m on a Wednesday. The best time for B2B professional services companies to email is Monday or Tuesday between 8 a.m. and 10 a.m.

7. Email Frequency

When you send marketing emails too often, subscribers may become less inclined to open them. This is sometimes called email fatigue. But finding the right email frequency will depend on factors like your industry and your campaign goals.

Businesses tend to see the highest open rate when they send one email per month, according to Omnisend.

Chart displaying open and click rates based on emails sent per month, with the highest open rates for those sending 1 email per month, and the lowest open rates for those sending 20 or more emails per month.

But that doesn’t necessarily mean you should only email customers once per month. For example, Omnisend also found that businesses tend to see the highest order count when they email 10 to 19 times per month.

To find the right frequency for your business, strike the right balance between open rate and other revenue-focused key performance indicators (KPIs). Like average order value or order count per email.

Strategies to Increase Email Open Rates

Incorporate these strategies and best practices into your email marketing strategy to improve your open rates.

A/B Test Subject Lines

Use A/B testing to experiment with different subject lines. Also known as split-testing, this tactic involves sending an email with one subject line to half your audience, and another email but with a different subject line to the other half.

After sending the emails and running the test, check your email analytics to see which subject line has the higher open rate. Then, use the winning version to guide subject lines for future emails.

Email marketing providers like Klaviyo let you test subject lines in real time. When the test is complete, the platform will automatically send the winning version to the remaining subscribers.

Klaviyo email marketing software dashboard showing the ability to split test email subject lines.

Segment Email Lists

Create audience segments to get your marketing emails in front of people who are most likely to open and engage with them.

When you target audience segments, you don’t email your entire list. Instead, you email specific groups based on their demographics, past behaviors, or likely actions.

Here are some segments to consider creating for your list:

  • Location
  • Past purchase behavior (spend frequency, average order value etc.)
  • Engagement
  • Interests
  • How far along they are in your marketing funnel

This is what creating segments looks like in Klaviyo:

Klaviyo email marketing software dashboard showing the ability to create segments

Personalize the Subject Line

Marketing emails don’t all have to sound the same. With dynamic personalization, you can include custom content in each email to ensure it resonates with your subscriber list.

Here are some subject line personalization options to consider:

  • Add subscribers’ first names or company names
  • Mention a product the subscriber recently purchased
  • Feature an event the subscriber signed up to attend

Here’s how a personalized subject line looks in a typical email dashboard:

Email subject line creation screen in Mailchimp with merge tags in the subject line.

Above, the email draft displays what are known as merge tags within Mailchimp. But other email marketing providers may use their own variations of dynamic tags. 

In this example, the email will automatically display the recipient’s first name and the relevant event when it arrives in subscribers’ inboxes, based on information your subscribers have provided.

Find Topics That Resonate with Your Audience

Keep subscribers engaged (and open rates high) by writing emails on topics they care about.

Use Semrush’s Topic Research tool to get ideas for more engaging content and avoid running out of ideas for your email newsletter.

Start by entering a general topic and an optional domain. Then click “Get content ideas.”

Topic Research tool search bar.

You’ll then get a list of ideas related to the main topic. Along with estimated search volumes.

To focus on trending topics, toggle the “Trending subtopics first” switch.

List of topics in the Topic Research tool.

Click the “Show more” link on any card to see a full list of headlines, questions, and related searches to inspire your emails. Clicking the icon with the “+” to the right of each idea allows you to add it to your favorites.

Topic card with headlines, questions, and other data in the Topic Research tool.

Once you have a list of your favorite ideas, you can use them to plan your email marketing campaigns around topics your audience is interested in to improve your open rates.

Create Compelling Email Content

When subscribers open your emails, the next step is to engage them. The more they engage with your email content, the more likely they’ll be to trust your brand and open future emails.

Use the AI Writing Assistant to write better content faster. 

From the main dashboard, select “All Tools.” Then, enter “email” in the search bar to find all the AI email assistant tools. Select “Email Subject Lines” to create optimized subject lines. 

Search screen for email tools on the AI Writing Assistant dashboard.

Input details about your target audience, product name, and product description. Then, choose a tone of voice and creativity level from the list of options.

You can get up to 8 ideas at a time, which you can toggle with the “+” and “” buttons at the bottom left. Then click “Generate” to see a list of options.

Email subject lines creation screen within the AI Writing Assistant

Hover over any of the subject lines you want to use and click the “Copy” button. Then, paste them into your email marketing platform. Make any relevant changes for your specific target audience to ensure they’re personalized to improve open rates.

The AI Writing Assistant can also write cold email templates and welcome emails. To generate a welcome email, go back to the list of “All Tools” and search for “email” like you did previously. Then select “Welcome Email” from the list. 

Enter your audience and product details, and click “Generate.” As before, you can hover over the ones you like and click “Copy.”

Welcome email creation screen within the AI Writing Assistant

As with the subject line generator, you can tweak the copy to ensure it’s relevant to your target audience.

You’ll find the AI Writing Assistant in the Semrush App Center.

Optimize When and How Often You Send Emails

Understanding when and how often you should send emails to your audience is likely going to require some experimentation. 

It’s going to be much easier if you already have data to work with. But if not, use the industry benchmarks we discussed earlier as a rough guide.

If you do have data from past campaigns, determine what monthly frequency correlates with the highest:

  • Open rate
  • Click-through rate
  • Conversion rate
  • Other important metrics (like number of orders per email campaign)

Then, use this frequency to guide your email marketing strategy.

If your email marketing provider offers time-based A/B testing, experiment with two different times to send your emails. You may want to start by using times close to or including those that benchmarks suggest are the best for your industry.

Klaviyo email marketing A/B test interface showing the option to split test different sending times.

Split-test timing regularly to ensure you’re always reaching your audience at the optimal time.

Elevate Your Email Marketing Game

Increasing email open rates requires ongoing tracking and testing. To build a successful email marketing campaign, you need to be open to experimenting with new strategies.

When you optimize for higher open rates, you can often see your click-through rates and even conversion rates increase too. Because creating more targeted email campaigns can lead to better performance overall.

If you’re unsure where to start, use Topic Research to find topics that will grab your target audience’s attention. Try it for free today, with a Semrush free trial

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Queen April 22, 2024 0 Comments

What Is Programmatic Advertising? How Does It Work?

Programmatic advertising has been a buzzword in the marketing industry for quite some time. But what does programmatic actually do? And how does it differ from traditional display marketing?

Programmatic advertising is a perfect realm where precision meets automation, and where your ads reach their perfect audience – almost as if by magic.

Gone are the days of casting wide audience nets and hoping for the best returns. In a digitally dynamic world, programmatic stands out as a blend of efficiency and effectiveness.

Ready to learn more? Read on to learn everything you need to know to be successful and harness the power of programmatic advertising.

What Is Programmatic Advertising?

Programmatic advertising uses automated technology and algorithmic tools for media buying. The term programmatic relates to the process of how ads are bought and sold in the advertising space.

Programmatic advertising differs from more traditional media buying methods in its use of automation.

It analyzes many user signals to ensure that ads serve the right person, in the right place, at the right time.

Essentially, it automates the decision-making process of ad placement – without having to manually negotiate prices or placements like other platforms.

This means your ads aren’t just thrown out into the digital void of the internet, hoping your audience will notice.

Instead, they’re strategically positioned when and where they’ll make the most impact.

Think of programmatic as the umbrella in this category, where different types of programmatic buying are categorized beneath it.

Read more: 7 Power Benefits Of Using PPC Advertising

What’s The Difference Between Programmatic And Display Ads?

It’s easy to confuse display and programmatic ads, especially with the strides that Google has made in its automated and real-time bidding capabilities.

The largest difference between programmatic and display is:

  • Programmatic refers to how ads are bought.
  • Display refers to the format in which ads appear.

Display ads are typically colorful banners, videos, or other interactive media that catch your attention on websites and apps.

Programmatic advertising, on the other hand, is considered the “behind-the-scenes” expert. It’s the technology-driven process behind the ads that decides which display ads you see, based on a whole host of factors such as:

  • Interests.
  • Behaviors.
  • Demographics.
  • Time of day.
  • And more.

The second biggest difference between display and programmatic is the ability to buy ads across platforms.

Display ads are more commonly referred to when placing ads within one specific ad network, such as the Google Display Network. Programmatic advertising, on the other hand, takes display media to the next level.

Multiple platforms exist for programmatic, such as sell-side platforms (SSPs) and demand-side platforms (DSPs), allowing advertisers to buy ad inventory across an open network of platforms.

With both programmatic and display, advertisers typically have control over the following:

  • Audience.
  • Bidding strategy.
  • Budget.
  • Creative and assets.
  • Placements.

Read more: How To Develop Your PPC Strategy

Programmatic Advertising Platforms

Automated technology has made significant strides throughout the years.

In the early days, programmatic platforms offered basic automation and targeting capabilities using simple data points.

As the digital landscape grew, so did the complexity and capabilities of these platforms.

These days, programmatic platforms are mostly powered by advanced algorithms, artificial intelligence, and machine learning.

To go even further, there are many types of programmatic platforms available today.

The three main types of platforms are:

  • Sell-side platform. Also known as a “supply-side platform,” this platform allows publishers to sell their ad impressions to advertisers in real-time. This platform encompasses both DSPs and ad exchanges. They’re equipped with technology that allows publishers to set minimum prices for their inventory, choose which ads appear on their site, and block ads from certain advertisers – if needed.
  • Demand-side platform. This platform allows advertisers to purchase ad inventory across multiple platforms at once. This is where most advertisers fit into this landscape. DSPs enable advertisers to manage their ad inventory bidding and target specific audiences using sophisticated data sources.
  • Ad exchanges. This is how SSPs flow their ad inventory to DSPs. DSPs connect to an ad exchanger, where ad prices fluctuate based on the competitiveness of that inventory. Think of the ad exchange as the neutral ground where transactions between SSPs and DSPs occur.

Understanding the key differences between SSPs, DSPs, and ad exchanges is crucial for navigating the programmatic landscape.

To familiarize yourself with the different platform types, let’s take a look at some of the major players in each category.

Sell-Side Platforms

A comprehensive list of SSPs for publishers includes:

  • Google Ad Manager.
  • Amazon Publisher Services.
  • OpenX.
  • SpotX.
  • Sovrn.
  • TripleLift.
  • PubMatic.
  • Adform.
  • Xandr (Microsoft).
  • Index Exchange.
  • Magnite.
  • Sharethrough.
  • StackAdapt.

If you’re looking for a video SSP, some of the leading companies include:

  • SpotX.
  • Teads.
  • SpringServe.
  • Yahoo DSP.

While there are many more available to publishers, these are companies you may have heard of but might not have associated with programmatic technology.

Demand-Side Platforms

If you’re a media buyer, this list is for you.

Like SSPs, these company names may ring a bell and offer DSPs.

Some of the top DSPs include:

  • Display & Video 360 (Google).
  • The Trade Desk.
  • Amazon Advertising.
  • MediaMath.
  • Xandr.
  • LiveRamp.
  • Adobe Advertising Cloud.
  • StackAdapt.
  • PubMatic.
  • Quantcast.
  • AdRoll.
  • RhythmOne.
  • Criteo.
  • DemandBase.

Some of the larger DSPs for Connected TV and video include:

  • Display & Video 360 (Google)
  • OneView (Roku).
  • MediaMath.

Again, there are many more DSPs available to advertisers. It’s important to choose a DSP with the features and inventory you are looking for.

Some DSPs offer self-serve advertising, while others offer both self-serve and full-managed service (likely to larger advertisers or agencies).

Ad Exchanges

Some of the more well-known ad exchanges available to publishers include:

  • Xandr (Microsoft).
  • Yahoo.
  • OpenX.
  • PubMatic.
  • Google Ad Exchange.
  • Index Exchange.
  • Magnite.
  • Smaato.
  • AdRoll.
  • InMobi.
  • Amazon.

Remember: not all ad exchanges are equal.

It’s important for publishers to research options carefully and choose platforms that align with their goals.

Read more: The 8 Best PPC Ad Networks

How Much Does Programmatic Advertising Cost?

Simply put, programmatic advertising can cost as little or as much as your budget allows.

It’s a common misconception that small businesses can’t benefit from programmatic technologies – but we’re here to correct that.

Programmatic ads are typically bought on a cost-per-thousand-impressions (CPM) basis. This means advertisers pay a set amount for every 1,000 impressions their ad receives.

CPMs typically range between $0.50 and $2.00; however, premium inventory can be upwards of $50 and more.

These prices are based on factors such as:

  • Which DSP you chose.
  • Your target audience and specificity.
  • Ad inventory quality.
  • Ad format.
  • Bidding strategy.
  • The level of competitiveness and demand.

A good rule of thumb for programmatic ad cost: the more niche your audience, the higher CPM you will pay.

So, whether you’re a multi-million dollar advertiser or a small business just getting started, you can likely fit programmatic into your advertising budget.

What Are The Benefits Of Programmatic Advertising?

There are many benefits to incorporating programmatic advertising into your marketing strategy.

Some of the top benefits include:

  • Large-scale audience reach.
  • Efficient and low-cost awareness.
  • Real-time data and analysis.
  • Ability to utilize first-party data.
  • Opportunities for cross-device campaign strategies.

Large-Scale Audience Reach

Arguably the biggest benefit of programmatic advertising is the ability to grow and scale.

Programmatic is the best way to buy ad inventory to reach the masses due to the abundance of cross-platform inventory.

Advertisers can also quickly adjust their audience strategies to capitalize on what is or isn’t working, ensuring their ads are always optimized.

Not only is it easier to scale your audience, but you can do so much more efficiently thanks to more precise factors like weather or time of day, coupled with real-time bidding.

Efficient And Low-Cost Awareness

Related to the above benefit of scaling reach, programmatic is one of the most cost-effective types of advertising that exists today.

Earlier, we discussed average CPMs for programmatic averaging between $0.50-$2.00.

Even with a small budget, your marketing dollars can go a long way toward reaching your target audience and increasing awareness of your product or service.

You can then take that audience further by setting up retargeting campaigns to guide users down their purchase journey, increasing incremental purchases and leads.

Real-Time Data And Analysis

Because programmatic platforms rely on real-time bidding, advertisers reap the benefit of receiving near real-time data.

Why does this matter?

Real-time data allows for faster decisions and pivots. It also puts you in a proactive rather than reactive mode.

Bids and strategies can be adjusted in real time based on immediate performance or even market conditions, which maximizes the chances of their ads being seen at the right time.

Utilizing First-Party Data

Another benefit of programmatic advertising is the type of data segments available to advertisers.

For example, advertisers can upload owned first-party data in a secure way and target those people directly using real-time bidding signals.

This avenue opens the door to finding new customers similar to current ones.

Cross-Device Campaign Strategy

It’s important to note that programmatic advertising is typically seen as an awareness tactic.

Because of this, companies that look solely at last-click success often overlook the true potential of programmatic advertising.

So, how does programmatic fit into a cross-device campaign?

The key is to capture that initial awareness to users through programmatic ads.

That initial awareness touchpoint can be run across multiple channels and formats like:

  • Display.
  • Video.
  • Mobile.
  • Social media.
  • Out-of-home.

Likely, a user won’t purchase a product or service after the first interaction with a brand.

Once a user’s interest is peaked, you have the ability to remarket to them on other platforms based on their interaction or engagement with that initial ad.

Marrying that data together from the first interaction to the eventual purchase is key to determining the success of your programmatic strategy.

Types Of Programmatic Advertising

There are different types of programmatic advertising.

These should not be confused with the programmatic platforms themselves.

The types of programmatic advertising are simply how an advertiser purchases ad inventory.

The four most common types are:

  • Real-time bidding. This type of bidding is open to all advertisers and most common form, where ad auctions happen in real time. This is also known as the “open marketplace.” Because it’s an open marketplace, it is naturally a highly competitive and dynamic space.
  • Private marketplace. Also known as PMPs, this bidding happens when publishers have invite-only agreements with a limited number of advertisers. These websites typically offer premium pricing because of the coveted ad space. There’s usually limited scale compared to RTB since inventory is restricted to that particular marketplace.
  • Preferred deals. Also known as “Spot Buying” or “Non-Guaranteed Premium,” this is a lesser-known type of programmatic advertising. Advertisers choose ad spots before they go on the private or open market. If the advertiser chooses not to buy the inventory, it can then be offered in a PMP or via RTB.
  • Programmatic guaranteed. Similar to a preferred deal, but there is no auction bidding. The publisher and advertiser have a direct agreement on a fixed price for ad inventory. It guarantees the advertiser a certain amount of inventory and guarantees the publisher revenue for that inventory.

Read more: What’s The Best PPC Bidding Strategy?

Programmatic Advertising Examples

Programmatic ads come in all shapes and sizes.

The beauty of using programmatic ads is tailoring the content to your chosen target audience.

A few well-executed programmatic campaigns include:

Amanda Foundation

The Amanda Foundation is a non-profit animal hospital and shelter rescue in the Los Angeles area.

It created a campaign to help at-risk shelter animals find a home during their final days.

Specifically, it leveraged programmatic signals like location, demographics, and browsing behavior to tailor specific animal images to its audience.

If users were interested in large dogs, they would be served a banner ad with large dogs instead of smaller dogs.

As you can see, messages and images were tailored to the individual’s behavior and interests.

tailored ads, different animals featured for individualsImage from Amanda Foundation, August 2022

Geico Insurance

You’ve most likely seen or heard some version of a Geico ad.

Have you ever thought about the different ads Geico targets for you, though?

Geico uses such ad formats as TV commercials, website banner ads, social media ads, and more to create a true cross-platform awareness campaign.

The brand carefully chooses its content based on the platform it serves on, the target audience and demographics, and more.

Its commercials are so popular, in fact, that Geico has dedicated a resource page on its website where users can view their favorite commercials.

Progressive Insurance

While we’re on the topic of insurance, it would be remiss not to talk about Progressive’s use of programmatic ad targeting.

If you’re considered a Millennial or Gen Xer, you probably know what I mean.

Progressive created a series of commercials around the portrayal of young homeowners becoming like their parents.

As a homeowner myself, I’ve caught these commercials in the wild on my smart TV and within streaming services like Hulu.

Even further, their advanced targeting capabilities have caught my attention as I’m watching home shows like HGTV’s “Fixer Upper.”

Like Geico, Progressive hosts a dedicated page on its website of the famous character, Dr. Rick, and his videos on how to “un-become your parents.”

Brilliant Earth

Brilliant Earth is a leader in the fine jewelry space, with both physical locations and a strong online presence.

They’ve done a great job targeting different messages based on who was viewing items on their site.

In the example below, I visited their website and browsed different products.

A while later, I was served a subtle ad with an accompanying subtle message of “Drop a Hint.”

The brand had identified that I had been browsing rings but understands, based on user signals, that I may not be the one purchasing this item.

Its messaging based on these advanced signals is a great example of sending the right message to the right user at the right time.

Brilliant Earth programmatic ad example.Screenshot taken by author, March 2024

Programmatic Can Ensure That Advertising Budget Is Spent Wisely

The basics and benefits of programmatic advertising can help guide your existing programmatic strategy, or if you’re just getting started, create a new strategy that incorporates programmatic.

The evolution of programmatic platforms, with their sophisticated algorithms and data-driven strategies, has empowered advertisers to deliver their messages to the right people, in the right context, and with precision that was once only dreamed of.

The precision of programmatic advertising, married with efficiency and scalability, ensures that advertising dollars are being spent wisely, maximizing return on investment and driving meaningful engagement.

Understanding the functionality and features of each platform will be a critical component of your programmatic success.

More resources: 

Featured Image: ArtemisDiana/Shutterstock

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Queen April 20, 2024 0 Comments

Meta could launch Threads ads this year

Advertisers might be able to purchase ads on Meta’s Threads platform as early as the second half of this year. That’s according to a Digiday (subscription required) report citing multiple sources.

Why we care: Brands and marketers will soon have another way to reach their target audiences. Although Threads isn’t at the level of Facebook or Instagram (2 billion monthly active users), Threads gained 50 million followers in its first 24 hours of launch last year and now has about 85 million monthly active users. 

Timing. Meta’s discussions have reportedly focused on the rollout timeline rather than specific logistics about how or where ads will be integrated.

  • Beta testing for ad options is expected soon, though exact dates remain unknown, according to the report.

Where Threads Ads may appear. Threads ads will likely be integrated into Meta’s ad platform, Advantage+, alongside existing options for Facebook and Instagram.

  • Initial ad formats are anticipated to include in-feed placements, with potential expansion to trends and topics sections.

New on Search Engine Land

About the author

Anu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.


Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 


She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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Queen April 19, 2024 0 Comments