How to create an RTB campaign.

If you've never done a Real Time Bidding campaign or are not familiar with programmatic advertising, this post is for you. Though it can look a bit overwhelming in the beginning, the Real Time Bidding world is not that complicated.

Moreover, our platform is very intuitive and easy-to-use, making it possible to build your first RTB campaign with ease.

Still, if you want to know a bit more about Real Time Bidding, take a look at our post where we explain all the elements that make the bid for ad space in real time possible .

As with any other marketing activity, the first thing we should do is to set the objectives that we want to achieve with our campaign. The most common objectives for businesses are:

1) brand awareness, 2) conversions, and 3) web traffic. 

For example, if your company has just started, the recommended thing to do would be to start with a brand awareness campaign to make you known amongst your target audience. Once this campaign is done, you could continue with a conversion campaign to reach those users who showed interest in your brand (clicked an ad, visited your website, etc.) to get more conversions.

Depending on the type of objetive that has been set, these are the campaign types that can be done with programmatic advertising:

BRANDING: these are the campaigns that want to achieve more brand awareness.

PERFORMANCE: there are two types of campaigns:

Prospecting: to reach users who never visited our website, obtaining new leads.

Retargeting: to reach users who already visited our website and achieve a higher conversion rate.

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Once we've decided what kind of campaign we want to do, here are the steps that you should follow to build a Real Time Bidding campaign.

Steps to create an RTB campaign.

01 Add your balance.

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The first step when building your campaign is deciding the amount of money you want to invest. This amount will vary depending on the available budget , the campaign duration , and the objetive that you want to achieve. 

For instance, for a conversion campaign to work properly, you need to do prospecting first, followed by RTG (retargeting). Therefore, there should be a minimum investment to obtain good results.

02 Create the pixel.

In order to track the campaign, you need to create the pixels that will be inserted in the corresponding web pages. This way, we'll be able to track the users who visit our website (tracking pixel) and which ones converted (conversion pixel). 

If you want to know more about how pixels work, here's a blog post where we go into detail on this topic.

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03 Upload the creatives.

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The next step consists on uploading the creatives you will use to the platform. Before uploading them, you need to create a concept (a "folder" where all your files are grouped). 

To get a better CTR, make sure your videos or images have good quality and that the text is readable. 

Landing page URL and Click-Through URL.

Here you'll also need to fill out the click-through URL and the lading page URL (or destination URL). The landing page URL is the final destination address, where the user arrives when clicking on the ad. The click-through URL refers to the link the user clicked to get to the landing page. Like this, it's possible to know which ad the user clicked on and through which URL s/he did so (in case there are several URLs that redirect to the landing page).

04 Create the campaign.

Now it's the time to complete the campaign information: campaign name, start and end dates, budget, attribution type, devices the ads will be shown on (desktop, mobile...), etc. 

An important element that we have to select is the type of goal that we want for our campaign. We can choose between the following ones: 

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  • CPM Spend: when trying to reach a big amount of impressions.
  • CPM Reach: similar to the CPM Spend -it tries to get as many impressions as possible - but reaching different users. 
  • CPC: Cost per Click
  • CPA: Cost per Acquisition
  • CPE: Cost per Engagement
  • ROI: Return on Investment

05 Fill out the strategy details.

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This step is very important, since here's where we'll select the strategy details that we want to follow within our campaign. 

In this section is where we'll chose the segmentation criteria para cada una de las estrategias que se quieran llevar a cabo. Los criterios disponibles son:

  • Contextual: it allows to segment according to the users' interests.
  • Location: geographical area where the user is located.
  • Daypart: days of the week and hours in which we want our ads to be shown. 
  • Technology: type of device, browser, internet provider, etc.
  • My data: only for conversion campaigns since it uses the data of the users who visited our site. 
  • Sitelist: it consists on creating a list of websites in which we want our ads to appear.
  • Supply: here's where we select the AdExchanges that we'll want to use. 

Learn more about the segmentation criteria available on RTB campaigns this post.

06 Tracking and optimization.

Once our campaign is up and running, it's important to track the results to optimize the campaign so that we obtain better results. For example, you can adjust the CPM or create a different strategy to see if it performs better.

You can download reports from our platform about the campaign performance and other relevant information. These reports are created every 24 hours, so you can keep a thorough monitorization of the campaigns.

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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.