Using Programmatic Advertising to Target Your Perfect Customer


I set up a call today for a new client to get to know old friends Tom Lucarelli and John Griffith at Cyrid Media who specialize in Programmatic advertising. I had forgotten how much of a game-changer this is for small businesses aiming to reach their ideal audience efficiently. They explained by leveraging data-driven automation, you can deliver tailored ads to the right people at the right time, maximizing your marketing budget. Here’s how to get started:

1. Define Your Perfect Customer

Start by creating a detailed buyer persona. Identify demographics, interests, behaviors, and pain points. For example, if you run a local gym, your target might be fitness enthusiasts aged 18-45 within a 10-mile radius.


2. Choose the Right Platform

To maximize your budget your media buyer should use demand-side platforms (DSPs) such as The Trade Desk. These tools allow you to buy ad space in real-time, targeting specific audiences across websites, apps, and social media.


3. Leverage Data for Precision

Programmatic ads use data like browsing history, location, and purchase intent to pinpoint your audience. Set parameters to focus on users who match your persona, a bakery might target those searching for “gluten-free desserts” or visiting local event pages.


4. Craft Compelling Ads

Create visually appealing ads with clear calls-to-action. Highlight unique selling points, like “Freshly Baked Daily” or “Order Online for Pickup.” Test multiple ad formats like banner ads vs video commercials for streaming services to see what resonates.


5. Monitor and Optimize

Track performance metrics like click-through rates, web trafffic, and conversions. Adjust targeting or creative elements based on what drives results.


Programmatic advertising empowers small businesses to compete with bigger players. Start small, refine your approach, and watch your perfect customers engage.

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