8 tips to build a successful RTB campaign

Planning and setting up an RTB campaign can seem a bit complicated, especially when managing the first campaigns.

However, following the next steps when creating RTB campaigns can help us make sure we don't leave any detail behind. 

Listed below, you can find 8 tips to create successful Real Time Bidding campaigns that will help you achieve the desired results.

8 TIPS TO MAKE SUCCESSFUL RTB CAMPAIGNS

1. SET YOUR OBJECTIVES

Deciding which results we want to get with our RTB campaign is the first thing we need to do. Mainly because of two reasons: 

  • So that our strategies follow the intended course.
  • So that we can determine if our campaign has worked or not.

Our objectives will vary depending on the type of campaign we want. Within RTB, there are two different types of campaigns:

  • Branding: to increase brand awareness.
  • Performing: : within this category, we can find prospecting campaigns (to reach new users) and retargeting campaigns (to impact users who already interacted with our brand).
objetivos

2. INSERT THE TRACKING PIXEL

The next step before launching the campaign is to insert the tracking pixel. This is done to be able to collect information about the users who visit our site (if you want to know more about pixels in RTB campaigns, read our post about this topic).

This information will be essential to build segments and for future retargeting campaigns.

pixel

3. SEGMENT YOUR AUDIENCE

Once the pixel is inserted, we'll need to select the target audience we want to reach with our ads. Here's important to remember that RTB campaigns go beyond the bid for ad space in real time, as the goal is to reach our target audience no matter where it is. 

RTBMind allows you to use different segmentation criteria, such as:

  • User's interests (depending on the webs the person has shown interest for, this is, the websites s/he has visited)
  • By the genre of the websites the ads will appear
  • Geographic location
  • Etc.

4. USE DIFFERENT BANNER DIMENTIONS

Considering that the ad can appear on thousands of websites, it's important to create banners of different dimentions. Websites (publishers) offer several types of ad spaces, so having banners in different sizes will give us more options. 

This way, we'll make sure our ads will appear in as many websites (that are of our interest) as possible.

banners

5. CHOOSE THE RIGHT PLACE

Same as print ads, the location of the ad will influence (and considerably) its visibility. Y para que un usuario clique en el anuncio, primero tiene que verlo. La visibilidad media de una campaña online puede llegar a tan solo el 40% depending on how it's been built. 

Para garantizar que el usuario vea nuestro anuncio, podemos seleccionar que este aparezca «above the fold» (es decir, la parte de la página web que el visitante ve sin necesidad de desplazarse con el ratón). 

lugar

6. TRACK YOUR CAMPAIGN

It's important to track our campaign and see the results we're getting in case we need to make any changes in the campaign strategy (amount invested per click, segmentation criteria, etc.). This way, we can use the budget in a more efficient way.

At this point is when we look back at the objectives and see if we're meeting them or not.

7. BE PATIENT

Even though RTB uses automation, the platform needs time to understand our campaign: which are the users who convert better, how we're using the banners, etc. Once it has enough information the algorithm will start doing its job.

se-paciente

8. INVEST

When we know which one is the strategy that works better, we can start to invest bigger amounts in our campaigns. It's important to remember that in RTB, apart from money, it's also required to invest time in analyzing and optimizing the campaign.

invierte
RTBMind is a DSP that allows advertisers to build and manage their own RTB campaigns, with the great advantage of not having a minimum access fee. If you want to know more about RTB, don't hesitate to contact us.
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