Most search marketers may have mastered the art of handling campaigns, but may not have realized the true potential of real time bidding or RTB. RTB helps bidders bid for individual impressions on a real time basis and certainly helps SEM to a huge extent.If you are still unsure about the potential of RTB then figures provided by IDC, a market research company should convince you to begin bidding. According to their reports, real-time bidding is all set to increase by a massive 59 percent and spending could well rise to over 13.9 Billion $ in the coming year. While real time bidding has already made inroads in the video and mobile market, the future could well see this phenomenon get repeated over billboards and in TV too.
While Google foresaw the potential for real time bidding way back in 2007 and took over DoubleClick, other players such as Pubmatic, Appnexus, FBX, and Rubicon now offer stiff competition to the company. While there were teething problems that plagued advertisers in the past, current technology and improved analysis now ensure that your ads will be displayed only for your intended target audience.
On the other hand, you will need to sift through a lot of data to learn more about the surfing and buying habits of online users. You need to keep in mind creative when you wish to shift from search towards display. You need to ensure that you can make suitable changes to a creative on the go. Continuous monitoring and testing is the only way to make the most out of your bids and get increased conversions.
By merging SEM with display, you will be able to hone in on each individual depending on intent. While keywords typed in search boxes provide important information, intent signals too should be decoded to reach out to the right individual.
You can use site retargeting and search retargeting strategies to improve your RTB strategy. Websites such as Facebook are additionally scrutinizing data on offline transactions to achieve increased number of clicks. Studying user intent will certainly help you fine-tune your real time bidding campaign.
Since most websites and providers have shifted to the real time bidding platform for selling ads, you must embrace this strategy to reap rich rewards in the future.