How Many Types of Programmatic Advertising Are There?

Apart from the conventional direct method of programmatic advertising, where advertisers can purchase inventory straight from publishers through ad networks and ad servers, there are two other methods advertisers can use to buy ad space: (1) Real-time bidding (RTB) and (2) Private Marketplace (PMP).RTB (Real-Time Bidding): RTB is a type of data-driven programmatic buying that facilitates advertisers to buy impressions instantly through a real-time auction. When a visitor visits a web page, that site's publisher auctions the available ad space, and the advertiser who submits the highest bid to the DSP wins the spot to display the ad.PMP (Private Marketplaces): PMP is an invite-only ad auction that allows advertisers to bid on premium inventory spaces before publishers put them on an open RTB auction. The bidding process is automated through deal IDs, which advertisers use to determine PMP transactions in bid requests from ad exchanges and SSPs (supply-side platforms).

What does DoubleClick mean?

DoubleClick is a unified set of tools made by Google for advertisers and agencies to create and manage digital marketing campaigns.

What is the minimum spend required for programmatic advertising?

Typically, programmatic advertising is sold by publishers on a CPM (cost per mille) model, which stands for cost per 1,000 ad impressions. The cost depends on the level of targeting and quality of the list, among other factors. CPM can change considerably, which means the higher the quality of the inventory offered or more exact targeting, the higher will be the price.

What is an Ad Exchange, and how does it work?

An Ad Exchange is a virtual marketplace that facilitates website publishers and advertisers (i.e. agencies like us) to buy and sell advertising space in real-time.

How do an SSP and a DSP differ?

A DSP (demand side platform) and an SSP (supply side platform) support different sides of the programmatic space. Publishers use an SSP to offer Ad Spaces to brands by connecting their inventory to ad exchanges. And a DSP is the advertiser's tool to measure which ad impressions to buy and how much to pay for them. Both platforms are then synchronised in real-time.

Is there a difference between re-marketing and re-targeting?

Both re-marketing and re-targeting have similar goals but differ in their approach:Re-marketing: E-mail campaigns are run to re-engage customers through their inboxes is known as re-marketing.Re-targeting: The placement of display ads online targeting users who have already interacted with your website. Re-targeting involves using cookies, and ads are placed by third parties like the Google Display Network.

COUNTRY OF ORIGIN : AUSTRALIA

Paradise KitchenSEO Case Study

Paradise Kitchen gained 65% increase in conversions and around 21% increase in revenue by adopting Webential’s turn-key solution.

Industry

Kitchen & Bathroom
Competitiveness

High
Deliverables

Web Design &

Development, SEO,

Content Creation,

Online Store Creation

and Management
Technology

Wordpress, PHP MySQL
Website

www.paradise-kitchens.com.au

Helping Kitchen Paradise since the last 8 years, Webential’s design, development and SEO services have enabled the client to escalate their business to the next level with an increase in traffic, conversions, and revenue.

For the last 30 years, Paradise Kitchen has been rendering a range of kitchen and bathroom products as well as services in the Australian market. They offer a variety of smart, elegant, modern contemporary kitchen designs that could fit any budget. They also render custom made kitchens with a decade of warranty on quality and craftsmanship. From ready-made kitchens to custom laundries to DIY products, Kitchen Paradise proffers everything that one needs for remodeling a kitchen or bathroom.

The client provided a range of affordable products but had poor online visibility and thus approached Webential to escalate their business.

PROBLEM

Challenge

Absence of a worthy online presence with low traffic, minimal visitors and fewer inquiries.
The client’s business belonged to one of the most competitive industries and thus required a top-notch solution to
constantly rank higher.
To escalate the Page Authority (PA) and Domain Authority (DA) across the website.
Conceptualizing and setting-up a new SEO friendly website.
Ensure smooth migration and relaunch without affecting the traffic, visibility, or revenue.
Expand SEO strategy while emphasizing suburb pages.
Eliminate redirects and optimize codes for the entire website.
Build an online store section within the website and manage it effectively.
Enhance website load speed performance and conversion rates as compared to the old website.

SOLUTION

What We Did

Paradise Kitchen approached Webential for an entire digital transformation of their business. The experts at Webential built the concept, design, and strategies after analyzing the Australian market and its demands. Our team also conducted detailed competitor analysis, and defined the target audience to deliver a result-driven solution.

SEO Strategy

The prime goal of the SEO strategy was to upscale Paradise Kitchen’s online presence and bring more visitors to the website. Our SEO experts conducted an in-depth SEO audit and assessment to identify their current website’s rankings. Our team monitored high-volume and high-traffic keywords. They also built a complete analytics and performance tracking setup so that the client could easily monitor their performance and return on investment (ROI).

Our team built a high-quality link profile, authoritative backlinks, and guest posts after optimizing Google My Business for local SEO. Our SEO experts updated the client’s website with an optimized homepage, several landing pages, and Call to Actions (CTAs). Our team also designed new landing pages with targeted keywords for various kitchen styles like Shaker Style Kitchens, Black and White Kitchens, Modern Kitchens, Hamptons Style Kitchen, French Provincial Kitchen, etc.

Web Design and Development

Our design experts planned, conceptualized, designed, and developed a new user-friendly website for the client. Our team took a complete backup of the client's old site, database, and assets. They directed old pages to their new destination so backlinks and visitors don’t get lost. This also enabled search engines to easily determine new destinations of the web pages. Our experts chose the least traffic time of the day for launching the new website although the site was offline for less than a second.

Our professionals also built a hyper-targeted SEO strategy specifically tailored across multiple locations. Although the client’s business belonged to a very competitive niche, our team ensured #1 page rank for business and high-volume keywords. The last step was to recognize industry-relevant opportunities to capitalise on peak periods and gain the most return from this SEO campaign.

Content Creation

Our content team wrote SEO-friendly content with high-ranking keywords to magnify the SEO strategy. After conducting extensive research on the target audience, our team wrote eye-dropping content that would simply grab the user's attention and enable them to explore more. They also added necessary CTAs to the entire website. Our content experts created well-chosen content that toed the line between traffic value and ranking difficulty. Also, they regularly added blogs related to latest kitchen trends, designs, layouts, etc. that would engage the audience. Our content experts also added FAQ sections on popular web pages like Kitchen Renovation, Small Budget Kitchen, Kitchen Benchtops, Outdoor Kitchens, etc.

Online Store Management

Our skilled developers built an online store on WooCommerce where the customers can directly buy anything they like. Currently, our experts are managing this online store for the client. Our team does the data entry of various products and manufacturers even today, thus saving time so that the client can focus on more important things. From up-to-date data management to inventory management, our team manages everything for the client.

Key Features

Custom theme design
Built and fully managed WooCommerce
online store

Services

Data Migration
Custom Web Design and Development
SEO optimised content on each page
Schema code
Online Store Development and Management
Ongoing Support and Maintenance

The Result

Achieved

Our professionals delivered a driving-edge solution to escalate the client’s online presence and increase traffic. The client’s business boosted after this digital transformation. The client has trusted Webential for their SEO and online store since the last 8 years. We are proud to serve the best tour clients. Following were the results of our solution.