how to generate targeted traffic with real-time bidding ratko vidakovic director of marketing,...
TRANSCRIPT
How To Generate Targeted Traffic With Real-Time Bidding
Ratko VidakovicDirector of Marketing, SiteScout
Agenda
• What is Real-Time Bidding (RTB)?• Why RTB Matters + How It’s 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)
ControlledExecution
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)• 1st and 3rd 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
http://sitescout.com/rtbzeitgeist/
