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The $2k programmatic ads test that flopped on a Tuesday
I dumped 2 grand into programmatic display for a client's local gym launch last quarter. CPMs were low but the click-through rate stayed under 0.3% and we got zero sign-ups. Is programmatic worth it for small local businesses or am I just doing targeting wrong?
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roseb1517d ago
The real issue might be that programmatic is built for scale and awareness, not for local action like gym sign-ups. Even with perfect targeting, a banner ad just doesnt have the urgency or trust factor that a Google search ad or a local Facebook post has. For a gym, you might get better results putting that same budget into neighborhood ads or a simple landing page with a free trial offer that you promote on local channels.
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