Presentation on theme: "How To Generate Targeted Traffic With Real-Time Bidding Ratko Vidakovic Director of Marketing, SiteScout."— Presentation transcript:
How To Generate Targeted Traffic With Real-Time Bidding Ratko Vidakovic Director of Marketing, SiteScout
Agenda What is Real-Time Bidding (RTB)? Why RTB Matters + How Its Different Beyond AdWords RTB Targeting Tactics Getting Started + Next Steps
What is Real-Time Bidding (RTB)?
Open Auction for Each Impression
Why RTB Matters
Growth of RTB Source: Interactive Advertising Bureau and Price Waterhouse Cooper (2012)
Growth of RTB
Example Insertion Order (IO)
Hurdles to Direct Buys Budget (Commitment) Ad Server – Creative control, auditable stats, etc. Negotiation Process (Pricing) Management Complexity – Multiple direct buys get cumbersome
Benefits of RTB More accessible (depending on DSP) Efficiency – Workflow (programmatic) – Pricing – Targeting (impression level) Reach (unparalleled)
Beyond AdWords Extent of Reach Targeting Options Freshness of Data Pricing Options Accessibility
RTB Targeting Tactics
Targeting Tactics Domain Level Geography Device and Browser Contextual (e.g., pages related to careers) Demographic (e.g., gender, age, education, …) Retargeting (show ads to previous visitors) Mobile (e.g., device type, carrier, app, GPS)
Domain Level Targeting * Example: careerbuilder.com, monster.com, etc.
Geographic Targeting * Geographically target your campaigns – Country, Region, or City
OS / Browser Targeting Target ads on specific operating systems, devices, and browsers
Contextual Targeting * Target only URLs (pages) that match your chosen contextual categories
Demographic Targeting * Target audiences based on demographic, psychographic, and behavioral data
Retargeting * Show ads across the web to your visitors
Why Retargeting? Get a second chance to convert a visitor Illusions of grandeur ($$$ budget) Fantastic performance (ROI) Build an asset by capturing visitor data Up-sell and cross-sell to converted visitors Leverage existing traffic sources!
Mobile Targeting Target mobile devices by Operating System, Device, and Carrier
Ultimate Benefits of RTB Highly-targeted online display ads Layer multiple target criteria Vastly more efficient ad spend Only buy the impressions you want Fully transparent statistical data (many levels) 1 st and 3 rd party data integration (targeting) Access to 13 major exchanges (15B imps/day)
Getting Started – Next Steps Think about your target audience – Prep for demographic/contextual campaigns Place retargeting code on websites – Leverage existing traffic sources + build data Prepare banners ads for testing – Variety is the key – Test on AdWords using CPC to reduce risk