- Budget: the definition of the budget is generally a mix between the suggestions of the RTB specialist and the customer’s availability.
- Channels to use: Desktop + Mobile
- Goals to be achieved: for example, the increase in visits to the site, the sales of an e-commerce, or the visibility of a brand, etc.
- Target audience: geographical area (Area/Region/City/Postcode)
The remuneration of a display campaign can be based on the number of views obtained or the amount of visits (clicks) that the banner has generated on the advertiser’s site.
In the first case we speak of Cost Per Mille Impressions (CPM), ie cost per thousand views; in the second case of Cost Per Click (CPC), that is the cost per click by users.
The purchase of advertising space takes place through individual impressions within the Ad Exchange. These impressions are selected based on the target, which is profiled according to the degree of interest that users, with their behavior, demonstrate:
- Home page: users who have visited the homepage at least once are reached. Typical users of this segment are interested in the product, but have not yet developed an intention to purchase or convert (register, purchase, play a game, etc.). These segments are mainly used in standard retargeting campaigns.
- Product page: users who have visited the products but have not yet made a conversion are reached.
- Landing page: users who have visited the landing page are reached. Typical users of this segment are also interested in the product.
Timing: 5 working days (to be confirmed based on the specific project).
Each banner will be linked to a specific landing page, to be optimized from the point of view of structure and content to improve its performance from a SEM perspective. Depending on the subject of the campaign, one or more landing pages can be used, exploiting if possible pages already present on the customer’s site or alternatively created from scratch on another domain / subdomain.
Timing: 5 working days (to be confirmed based on the specific project)
3. Landing page definition
Each banner will be linked to a specific landing page, to be optimized from the point of view of structure and content to improve its performance from a SEM perspective. Depending on the subject of the campaign, one or more landing pages can be used, exploiting if possible pages already present on the customer’s site or alternatively created from scratch on another domain / subdomain.
Timing: 5 working days (to be confirmed based on the specific project)
If the campaign also includes the Display type, it is necessary to create a set of banners in the IAB standard formats, both desktop and mobile, respecting the parameters set by the platform (size, animations, weight,…). The banners can be made both by the customer and by our graphic design team, in the case of purchasing this service.
Timing: 5 working days from confirmation of the activity (to be confirmed based on the specific project)
4. Platform configuration
Once the general settings of the RTB campaign and the banners have been approved, it is possible to proceed with the configuration of the advertising platform. In order to be able to monitor the progress of the campaign in detail, it is necessary to install a tracking pixel within the landing page.
Timing: 1 working day (to be confirmed based on the specific project)
Once all the materials have been approved and the platform set up, the campaign is launched, with daily performance monitoring and consequent proactive and reactive optimization both daily and weekly.
Timing: 1 business day from receipt of all materials
Periodic monitoring of the campaign and constant optimization of the ROI (return on investment). Reports will be provided on a monthly basis showing the overall and daily statistics of clicks and impressions, the breakdown by time slots and the list of domains on which the banners have appeared.
Timing: 5 working days from the end of the campaign (to be confirmed based on the specific project)