CBD companies have to do a lot of things to get their products out there. Facebook doesn’t want direct ads. Google generally shuts the door, too. So, how do these brands get in touch with consumers who are already yearning for calm and relief? Programmatic advertising is the answer. Sounds fancy, doesn’t it? At its foundation, it’s automated ad buying, which means that algorithms operate at lightning speed to match impressions with viewers on thousands of websites. CBD ad copywriting tips
But what about programmatic for CBD? It’s not so much about letting robots do anything they want as it is about combining tech smarts with street smarts. A lot of ad exchanges still put CBD in the bad corner. Whitelisting, blacklisting, geofencing—suddenly, you’re in the middle of a bunch of words that sound more like something out of an espionage novel. Things soon become “choose your own adventure” when you include rules that change from state to state or country to country. Every wrong move could cost you money.
What are the benefits? Get to. Programmatic helps CBD businesses get beyond the walled gardens of Google or Meta by putting advertising on publisher sites with fewer rules. Health and wellness blogs, news sites, or specialized lifestyle sites are some examples. These aren’t digital ghost towns; there are genuine readers with real goals.
There is a way to make all of this work. Creative messaging is really important. No promises to cure anything. Don’t let anyone think your gummy is a miracle worker. Think about your daily life and how hemp-based goods fit into it.
The next problem is data. First-party data, including email lists and site visits, becomes a CBD brand’s secret weapon. Add contextual targeting (place ads on articles about how to deal with stress, for example) and lookalike audiences (identify individuals who act like your greatest customers) for an extra boost. Don’t forget about frequency capping, either. You don’t want to be that creepy brand that follows people around all the time.
How much? Programmatic isn’t always inexpensive, but if you find the proper partner (there are always new CBD-friendly demand-side platforms), it may be very effective. No more throwing money into “boosted posts” that don’t hold you accountable. You receive dashboards, reports, and performance data that are useful instead.
Testing is a good thing. Try different ads, change up your targeting settings, and do more of what works. It’s more like a mad scientist than a paint-by-numbers. There may be mistakes and budgets may get hurt, but the learning curve is steep, so get ready for the ride.
CBD’s ad journey isn’t for the weak of heart, but programmatic is a powerful tool in their arsenal. Brands that are willing to try new things and change will keep their message alive—and maybe even thrive—in places that the big companies can’t reach.