Programmatic advertising has become an essential component of digital marketing for senior living operators. By leveraging data and automation, programmatic allows providers to precisely target ads to motivate high-intent prospects. As competition for residents increases, facilities that effectively use programmatic enjoy a strategic advantage in driving leads and tours.
What is Programmatic Advertising?
Programmatic advertising uses automated technology to buy and optimize digital ad placements in real time. Instead of purchasing set blocks of ad inventory, programmatic platforms use data and algorithms to deliver highly targeted, personalized ads on websites, social media, and more.
Benefits for Senior Living Marketers
For senior care marketers, programmatic provides many advantages:
- Precision targeting – Reach consumers based on demographics, location, interests, search history, and other attributes. Target ads to specific ages, incomes or homeowners.
- Improved ROI – Programmatic platforms constantly optimize performance and weed out waste to improve ROI.
- Automation – The right programmatic partner can automate targeting, bidding, placements and more to streamline ad campaigns.
- Flexibility – Easily make changes and adjust targeting strategies to adapt to what’s working.
- Granular analytics – Detailed campaign analytics and attribution models quantify results across channels.
Developing an Effective Programmatic Strategy
Follow these best practices to succeed with programmatic:
- Set detailed targeting parameters based on your ideal prospects. Leverage first-party data like website traffic and leads.
- Work with an agency or platform specializing in senior living programmatic. Their expertise is invaluable.
- Use highly segmented ad groups to test messages and offers tailored to prospects.
- Sync programmatic campaigns with your website, SEO, paid search and CRM to create an integrated strategy.
- Analyze performance metrics and continuously optimize for conversions or cost per lead.
Top Programmatic Tactics for Senior Living
Specific applications of programmatic advertising for senior care marketers include:
- Geo-fencing – Targeting ads to devices in a certain geographic radius ideal for community open houses or events.
- Search retargeting – Remarketing to people who searched for senior housing on Google and other search engines.
- Contextual targeting – Placing ads on pages relevant to retirement planning like AARP.org.
- Weather targeting – Serving ads during times prospects are more likely to consider a move, like cold winter days.
- Site retargeting – Following up with prospects who recently visited your website.
- Connected TV – Reaching aging consumers via over-the-top streaming TV platforms.
As senior living marketing becomes more data-driven, leveraging programmatic advertising and its unique targeting capabilities is essential. By working with experts and continuously optimizing campaigns, providers can precisely engage motivated prospects to drive more tours and move-ins. Programmatic delivers the right message, to the right person, at the right time.
