We began this guide by posing a simple question in Part 1 and Part 2:
Has your addiction/rehab center cracked the code on generating highly qualified leads since the shift with Google AdWords and recent changes in organic?
The addiction rehab industry is changing rapidly, and navigating through industry updates is almost a full-time job. The addiction treatment centers having the most success today have a diversified lead generation strategy.
When one or several channels inevitably under performs or lead generation shifts, a diversified strategy won’t impede call and email inquiries for intake staffs. Specifically, a holistic and diversified lead generation strategy will attract the right intakes over a sustainable period of time.
In Part 3, we’re discussing programmatic advertising, and how this channel can drive intakes for your addiction treatment facility’s marketing efforts by placing your center’s information in front of potential intakes that are the best fit for your recovery programs.
This Spotlight on Programmatic Advertising will cover:
Programmatic merges automation with online ad buying. Programmatic advertising utilizes A.I. to place media buys using real-time bidding, or RTB. Display ads are auctioned to the highest bidder. Programmatic advertising reduces the decision-making process of choosing where to place an ad, streamlines media buys, cuts back on budget bloat and produces favorable ROI.
By 2022, 80% of advertising practices will be automated, according to predictions from a panel of nine marketing VP’s and speakers at Adobe’s Think Tank event at Advertising Week in September 2017. Programmatic advertising will continue to grow year over year, so the earlier your recovery center can incorporate programmatic and RTB the better.
If your addiction treatment center adds programmatic advertising into its lead generation strategy, in essence will gain its own full-time media planner. The benefits to using programmatic advertising in your lead generation program are immediate in today’s omnichannel, connected world:
Given the numerous pros addressed, one would surmise that programmatic is error-proof, but the limitations to programmatic are constantly monitored and responded to, so this channel remains viable to marketers. Ad fraud served as a roadblock to some marketers early on, but innovations and algorithm updates have made fraudulent programmatic or spammy ads easier to identify.
The best way to reduce ad fraud for programmatic is to maintain transparency and accountability with vendors and by leaning into the machine-learning tech making all this possible. Pay attention to the leads coming in and which leads are converting into intakes. When your team connects the data its receiving to which leads are closing consistently it can teach it back to the A.I. so it prioritizes outreach to developing leads that convert.
Programmatic advertising can serve your treatment centers lead generation strategy in a number of ways. One thing is for certain: the future’s looking bold and it isn’t bullish to predict that programmatic advertising will play a key role for savvy addiction treatment center marketers for years to come.
TheTradeDesk provides some predictions for programmatic advertising’s impact in 2018. In our next installment, the team will take a look at the local-3 pack, and its role in a holistic lead generation strategy for addiction rehab centers. Of course, if your team is having difficulty incorporating programmatic advertising into its lead gen strategies, contact us. Our team will do its best to help your facility drive the right kind of qualified intake.
