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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
okd.com/people/Nicholasolynyk
Real Time Bidding & Google Adwords