Leveraging Programmatic Advertising to Boost Brand Visibility among HR Managers

Introduction

Devices for Teams, is one of HardSoft’s portfolio of IT leasing solutions for businesses. HardSoft is a computer hardware leasing business based in Hertfordshire and has worked with PushON in the past to create display campaigns that delivered excellent returns.

Challenge

Devices for Teams wanted to enhance its brand visibility among HR managers. Traditional awareness marketing on LinkedIn was considered but was deemed too expensive due to high forecasted CPMs on the platform. Furthermore, the client aimed to broaden their reach beyond the limitations of Google Ads Display Network targeting options as the campaigns were beginning to fatigue from an audience perspective, and growth was becoming limited.

Our Solution

To address these challenges, we recommended the utilisation of programmatic advertising, offering a more cost-effective and expansive approach to reaching the target audience. The campaign strategy involved a mix of programmatic bespoke interest and intent segments as well as 3rd-party segments. These segments were selected to target a prospective audience with an interest in HR, or work in the sector.

Programmatic Targeting Implementation:

To ensure the success of the programmatic advertising campaign for Devices for Teams, we implemented a comprehensive targeting strategy that went beyond standard demographic parameters. Here’s a closer look at how we approached targeting:

  • Interest and Intent Segments: We began by creating custom Interest and Intent segments based on the client’s objectives. These segments were designed to identify users who exhibited a specific level of interest or intent related to HR and HR-related solutions. This involved analysing user behaviour, including their online searches, website visits, and engagement with HR-related content.
    1. Interest Segments: These segments targeted users who had displayed a general interest in HR topics. This might include individuals who had visited HR blogs, read HR news articles, or engaged with HR-related social media content.
    2. Intent Segments: Intent-based segments focused on users who were actively searching for HR solutions or showing signs of considering HR-related products, events, or services. This could include users who had recently searched for HR software, attended HR webinars, or visited HR software comparison websites.
  • Third-Party Data Segments: We leveraged third-party data providers to access a wealth of audience data in addition to custom segments. These providers collect data from various sources, including online behaviour, offline activities, and social media interactions. We identified and selected third-party segments that closely matched the client’s target audience.
  • Job Title and Industry Targeting: One of the unique advantages of programmatic advertising is the ability to target users with specific job titles. In this case, we employed job title targeting to reach HR managers, directors, and other decision-makers within the HR sector. We also targeted users within industries where HR plays a crucial role, such as technology, healthcare, and finance.
  • Contextual Targeting: We used contextual targeting techniques to refine our targeting further. This involved placing ads on websites and web pages that contained HR-related content. For example, we displayed website ads featuring HR best practices, news, and software reviews. This ensured that our ads were displayed in a context that resonated with our target audience.
  • Retargeting: We implemented retargeting strategies to re-engage users who had previously interacted with the client’s website or shown interest in their products. This involved displaying personalised ads to users who had visited the client’s website or specific product pages but had not taken the desired action, such as requesting a quote or making a purchase.
Results

Results

By adopting programmatic advertising and employing a strategic mix of bespoke Interest and Intent segments along with 3rd-party segments, we not only overcame the cost challenges of LinkedIn with a 50% lower CPM than the forecast but also expanded the client’s reach beyond the limitations of Google Ads with an uplift in impressions of 5 million.

The campaign not only achieved cost efficiencies but also effectively targeted the desired audience, resulting in substantial gains in brand awareness and lead generation. This case study underscores the potential of programmatic advertising to reach niche employment-based audiences and enhance brand visibility while maintaining a cost-effective approach.

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