The Digital Transformation Lab

10 reasons why you need RTB Real Time Bidding is continuing to gain real traction and is being embraced by many advertisers as integral to their Display and wider Digital performance strategy. In a world where acronyms are common place, advertisers may shy away from testing this new and exciting yet often intimidating technology. Leave the selection of DSP, SSP and optimisation of algorithms to us and take note of the top 10 reasons why you need RTB as part of your performance strategy. 1. Be in control: Transparency is key in the new world of RTB. With the ability to view an impression against a user prior to bidding, efficiencies can be evidence driven as wastage is reduced. 2. Be adopters: Global growth in RTB is expected to skyrocket from 2012’s $3 Billion to $14 billion in 2016 (IDC 2012) so early adopters in this space are truly taking advantage of a vast opportunity to shape the RTB landscape. Advertisers fully engaged in RTB will be best placed to ride the g...

3 Simple Ways to Drive Traffic to Your Website Using Social Media Social media traffic is one of the most powerful and potent tools to push targeted traffic to all of your different web properties and businesses – at least if you know what you’re doing. Social Media Tips: 3 Simple Ways to Drive Traffic to Your Website Using Social MediaThat’s the part where most otherwise smart and savvy business owners and entrepreneurs really get hung up, as they try to fight and struggle with building a reliable social media platform that provides them with the kinds of leads that looking for. Hopefully we are going to be able to provide you with the inside information you’re looking for when it comes to using social media effectively to generate floods of targeted traffic – and we’re going to provide you with three simple ways to do just that. Outline exactly which kinds of prospects you are looking for in the first place One of the biggest reasons that people have their...

Which is better CPM or CPC ? CPM and CPC are two sides of the same general advertising coin. They’re both payment schemes relating to how you spend your money and what you get out of it. CPC is cost per click. You pay for clicks; ads shown to people who don’t click are free. CPM is cost per mille, per thousand. The thousands refers to impressions. Showing your ad to someone costs you money, regardless of whether or not they click. So which method is better? Just based on that description, it sounds like CPC is the clear winner. A click is much more valuable than an impression, after all. That’s just based on mechanics, however. You also have to factor in costs and goals. Costs of Business The primary difference between CPC and CPM, once you’ve gotten past the mechanics, is the costs. Impressions, because they are far less valuable to a business, cost far less to bring in. You might buy an ad at $1 CPC, or one dollar per click. On the other hand, you might buy an ad f...

What is Programmatic Marketing, Buying and Advertising? Unless you have been hiding under a rock for about a year or so, no doubt you would have heard of programmatic marketing or advertising being bounded around by agencies, blog posts, in conferences and from those who want to target more efficient spend in the advertising arena. The IAB estimates that by 2018 programmatic spend will have grown from 28% in 2013 to over 80% of marketing spend. Its time to jump onboard and think about where and how you’ll be spending your digital budget. This post will give you a high level – whistle stop tour of what is programmatic. How it is projected as a “game changer” in digital advertising budget changes and how it can benefit you. What is Programmatic marketing? Simply put – programmatic marketing is a way to target what types of audience you wish show your advertising to. Which can encompass segments across demographics such as age, gender, social standing, to geog...

How to Lower Your CPA in AdWords ? Cost per action, or CPA – sometimes referred to as cost per acquisition – is a metric that measures how much your business pays in order to attain a conversion. Generally, your CPA will be higher than your cost per click, or CPC, because not everyone who clicks your ad will go on to complete your desired action, whether it’s making a purchase or filling out a form to become a lead. Cost per action takes into account the number of ad clicks you need before someone converts – in order words, improving your conversion rate will lower your CPA. Along with CPC, your CPA will contribute to your overall AdWords costs. So, what determines your CPA? Like most things PPC, your CPA is directly affected by your Quality Score, Google’s all-important metric based on the quality of your keywords, ads, and landing pages. In general, the higher your Quality Score, the lower your costs – in fact, for each point your score is above the average Quality Sco...

Traditional vs Programmatic Buying? There’s a reason programmatic is expected to grow nearly 1,000% in the next three years: It’s efficient. Written I/Os, phone calls, and working lunches were all hallmarks of traditional media buying, but nowadays many advertisers are choosing to automate the process. After all, who wouldn’t want to free up his or her calendar and make online buys that are more targeted and cost effective at the same time? That said, some buyers are still reticent to engage with programmatic out of concerns for brand safety. They prefer instead to work directly with publishers, ensuring their ads are placed on the sites and specific sections of their choosing. So which is right for your brand? And do you even need to choose? The fact is that you probably don’t. According to recent research release by Adomic, most brands today are balancing a blend of media purchased through RTB, networks and direct sales. Adobe, for example, buys 26% of thei...

Dofollow vs Nofollow Backlinks Whenever a new blogger setup its own blog, the first thing which comes into his mind is, how will my webpage hit first page on Google search results? If you are a newbie and searching the answer of it then a one liner answer would be Improve On page & Off Page SEO where SEO stands for search engine optimization. Building backlinks is Off page search engine optimization. In this article, I will explain to you what are dofollow and nofollow links? We will also discuss how it affects website’s page rank. Note: Page rank seems irrelevant now because it has not been updated since December 2013. Also, Google’s John Mueller said that: We will probably not going to be updating Page rank going forward, at least in the Toolbar PageRank. For those who are wondering what is page rank, it is a quality metric invented by Google. It measures a page’s value on a scale of 0 to 10, The values 0 to 10 determine a page’s importance, reliability and authori...

How to Lower Your CPA in AdWords ? Cost per action, or CPA – sometimes referred to as cost per acquisition – is a metric that measures how much your business pays in order to attain a conversion. Generally, your CPA will be higher than your cost per click, or CPC, because not everyone who clicks your ad will go on to complete your desired action, whether it’s making a purchase or filling out a form to become a lead. Cost per action takes into account the number of ad clicks you need before someone converts – in order words, improving your conversion rate will lower your CPA. Along with CPC, your CPA will contribute to your overall AdWords costs. So, what determines your CPA? Like most things PPC, your CPA is directly affected by your Quality Score, Google’s all-important metric based on the quality of your keywords, ads, and landing pages. In general, the higher your Quality Score, the lower your costs – in fact, for each point your score is above the average Quality Sco...

5 Working SEO Tips For YouTube Videos To Rank Higher in Search All we know that YouTube is second biggest search engine on the planet after google, it generates an estimate 92 billion page view each month which also provides huge traffic to different websites and blogs, and about 35 hours of video are uploaded every minute. YouTube also offers you to monetize your videos content, if you are getting enough view you can make good money from your YouTube videos. But uploading a video is not enough to get views on YouTube until you are a big brand or company like a music company or celebrity, we normally create video like entertaining video, tutorials, tips and other niche videos, and upload it to YouTube, these videos also need to be great in quality and should have unique content into it to get fair views. Your video is uploaded on YouTube and your are not getting views? Think that why any one is going to watch your videos or your video will be found into search re...

The pros and cons of real time bidding for mobile Real-time bidding promises to impact the way in which mobile ad inventory is traded and can significantly boost performance, according to a new report from Adfonic. However, it still comes with some challenges for marketers and its future role is by no means guaranteed. In a report that was released today, Adfonic compares RTB with non-RTB methods for running mobile advertising campaigns and finds that the clickthrough rates for RTB ads is 97 percent higher on average. Results are even higher for certain verticals such as fashion and style and when RTB is combined with rich media. “Today, RTB is still a 'mid-sized' part of the mobile ad space,” said Howie Schwartz, CEO of Human Demand, a mobile DSP focused on real-time bidding. “Twelve months ago, I would have said that it is a tiny part, so we have experienced significant growth and scale. “OpenRTB as a standard has really sped up integrations and acc...

How Effective YouTube Homepages are ? Every day millions of people visit the YouTube homepage and, because of this, the YouTube masthead is considered prime advertising real estate. Many brands dream of taking over the YouTube homepage for a day, or even for a few hours. But how effective are these homepage ads, really? Google partnered up with Compete to find out. Google and Compete ran over 300 studies to determine the impact that YouTube homepage ads have on metrics such as brand searches and site visits. Compete tracked panelists that visited the YouTube homepage during one-day ad campaigns and compared the behaviors of these to a control group of panelists that did not see the ad. They found that advertising on the YouTube home page prompted a significant increase in brand engagement. According to stats in the video below, people who were exposed to YouTube homepage ads were 4 times more likely to visit an advertisers site, search for the brand or watch the advert...

Can Snapchat Work for B2B? It’s no secret that the kids love Snapchat. An astounding  71 percent  of Snapchat users are under age 25. More than half (58 percent) of college students say they’re likely to purchase a product from a brand that sends them a Snapchat coupon. Users between the age of 18 and 29 spend an average of 20 minutes a day on Snapchat, while 30-44 year-olds spend just nine minutes on average. And yet, just one percent of marketers are using Snapchat. As  recently illustrated on Social Media Today , marketers aren’t using it because, well, they aren’t using it. Their lack of familiarity with the platform is fueling their fear of applying it to their work. Recent college graduates may know and love Snapchat, but their boss and their boss’ boss don’t, so it’s no easy task convincing them it’s a worthwhile endeavor. This leads to two implications for marketers who are considering adding Snapchat to their toolbox: If your demographic isn’t...

The Many Advantages of Audience Clustering “Don’t target everyone.” is the golden rule of sales since the dawn of advertising. Even before the time of algorithms, knowing the right audience for your product has been top priority for advertisers. The difference is that now the process of audience intelligence gathering is a bit more advanced - we can now use automated systems which process and synthesis extensive amount of audience data, transforming it into concrete actionable insights. As we already pointed out algorithms are the driver behind this process but it is the statistical analysis they perform that produces the end results. Machine Learning algorithms improve the ad buying tactics by enriching them with more comprehensive user data. In simple terms this means they navigate the advertising efforts with better informed knowledge on the targeted customers - who they are, what they are most likely to be interested in, when is the optimal time to connect with them,...