Real Time Bidding &

Google Adwords Nicholas Olynyk – Social and Digital

Media Analyst OKD Marketing Group

Real Time Bidding & Google Adwords

Real Time Bidding (RTB)

• What is Real Time Bidding

• Pros and Cons of RTB

• Why RTB

Real Time Bidding & Google Adwords

Google Adwords

• What is it

• Where you can advertise with it

• Why Google Adwords

• Optimizing Adwords for ROI

Real Time Bidding & Google Adwords

Real Time Bidding

Real Time Bidding & Google Adwords

What is Real Time Bidding

Real Time Bidding & Google Adwords

What is Real Time Bidding

• It is a process for buying and selling online ads in real time instead of reserving pre paid space

• Its not just a fad, its here to stay

• Real Time Bidding is a technology

Real Time Bidding & Google Adwords

How Real Time Bidding Works

Real Time Bidding & Google Adwords

1. A user visits a webpage

How it Works

Real Time Bidding & Google Adwords

2. As the page loads, the website sends out bid requests to thousands of advertisers with information on the user who is visiting the site (approximate age, gender, location, recent searches, and more)

How it Works

Real Time Bidding & Google Adwords

3. Based on the audience info, advertisers will send in bids for that impression through networks such as Google AdWords

How it Works

Real Time Bidding & Google Adwords

4. The winning bid will then send the ad which is then displayed on the website

How it Works

Real Time Bidding & Google Adwords

The whole process takes 300-500 milliseconds

How it Works

Real Time Bidding & Google Adwords

Pros and Cons of RTB

Real Time Bidding & Google Adwords

Pros and Cons of RTB

• Pros

– Access to wide array of inventory

– Access to inventory that is not available otherwise

– Able to purchase the audience you want

– Flexible

– Cost effective

– Continually evolving and refining

Real Time Bidding & Google Adwords

Pros and Cons of RTB

• Cons

– No guarantees

– Requires optimization and monitoring

Real Time Bidding & Google Adwords

RTB vs Pre Booked Media

Real Time Bidding & Google Adwords

RTB vs Pre Booked Media

• Scalable

• Quick Turnaround

• Connect to the right audience

• Gain insight into consumers

• Cost effective way to reach consumers

• Testing is easier

• Data Driven

Real Time Bidding & Google Adwords

Google Adwords

Real Time Bidding & Google Adwords

Google Adwords

• What is it

• Where you can advertise with it

• Why Google Adwords

• Optimizing Adwords for ROI

Real Time Bidding & Google Adwords

What is Adwords

Real Time Bidding & Google Adwords

What is Adwords

• It is a real time bidding system developed by Google which encompasses search ads, display ads, online video ads, and more

• Ads are bought on a CPC or a CPM basis

Real Time Bidding & Google Adwords

Where you can advertise

Real Time Bidding & Google Adwords

Where you can advertise

• Adwords ads can show on Google Searches, YouTube, and Website which have signed on for Google Adsense

Real Time Bidding & Google Adwords

Google Searches

Real Time Bidding & Google Adwords

YouTube

Real Time Bidding & Google Adwords

Websites

Real Time Bidding & Google Adwords

Why Adwords

Real Time Bidding & Google Adwords

Why Adwords

• Be where your customers are

• Target the people you want

• Measurable results mean controlled ROI

• ZMOT – Zero Moment of Truth

Real Time Bidding & Google Adwords

Real Time Bidding & Google Adwords

Zero Moment of Truth

Zero Moment of Truth The old model of advertising

Real Time Bidding & Google Adwords

First Moment of

Truth

Second Moment of

Truth

Stimulus

At shelf In-store

Experience Advertising

Zero Moment of Truth

Real Time Bidding & Google Adwords

First Moment of Truth

Second Moment of Truth

Stimulus

Which becomes the next person’s ZMOT

Real Time Bidding & Google Adwords

Optimizing Adwords

Real Time Bidding & Google Adwords

Optimizing Adwords

• 3 times to optimize AdWords campaigns

– Pre-Campaign

– During Campaign

– Post campaign

• General Tips and Advice

Real Time Bidding & Google Adwords

Pre Campaign Optimizing

• Have Goals and objectives determined ahead of time

• Determine the value of goals and objectives

• Set up conversions and Analytics tracking

• Use any relevant data from previous campaigns

• Research your audience

Real Time Bidding & Google Adwords

Optimization in progress Campaigns

• Monitor Results as often as you can

• Check the different aspects of your campaign

– Keywords

– Placements

– View Rate (videos)

• Do not lose sight of objectives and goals

Real Time Bidding & Google Adwords

Post Campaign Optimization

• Determine most effective aspects

– Keywords

– Placements

• Use the data in other campaigns

Real Time Bidding & Google Adwords

General Optimization Tips

Real Time Bidding & Google Adwords

General Optimization Tips

• Don’t be complacent

• Test when possible

• Adwords and similar services are always upgrading

• Make Adwords a part of a larger strategy

Real Time Bidding & Google Adwords

Thank You

nick@okd.com

okd.com/people/Nicholasolynyk

Real Time Bidding & Google Adwords