Programmatic vs Adwords

5.485 Aufrufe

Veröffentlicht am

AdWords is obviously the king of search engine marketing
(SEM) platforms. But when it comes to display advertising,
the industry has evolved beyond what AdWords offers.
Superior reach, targeting, and optimization are now found
in the realm of real-time bidding technology and realized
through Programmatic demand-side platforms.

Veröffentlicht in: Marketing
2 Kommentare
10 Gefällt mir
Statistik
Notizen
Keine Downloads
Aufrufe
Aufrufe insgesamt
5.485
Auf SlideShare
0
Aus Einbettungen
0
Anzahl an Einbettungen
149
Aktionen
Geteilt
0
Downloads
177
Kommentare
2
Gefällt mir
10
Einbettungen 0
Keine Einbettungen

Keine Notizen für die Folie

Programmatic vs Adwords

  1. 1. Programmatic Thinking beyond Google Adwords Mcounts consumer Solutions Pvt. Ltd. Demand Side Platforms (DSPs) - Neeraj Mishra | Mcounts
  2. 2. Google AdWords, as the name implies, was primarily built around search, keywords, and text ads. The display network was an afterthought, bolted on after Google's acquisition of DoubleClick and the expansion of the AdSense program. Mcounts consumer Solutions Pvt. Ltd. DSPs were purposely designed around building display ad campaigns. Both DSPs and AdWords are buying platforms for advertisers, but when it comes to the focus, DSP's wins hands down in display advertising. Adwords Programmatic DSPs = Demand Side Platforms Programmatic, Programmatic DSPs, RTB (Real Time Bidding are used interchangeably in this presentation
  3. 3. Mcounts consumer Solutions Pvt. Ltd. Amongst experienced marketers, most only have little idea of how DSP's work and how they ultimately differ from a platform like Google AdWords. “Isn’t Programmatic Display kind of like AdWords?”
  4. 4. Most Demand Side Platforms (DSPs) are similar to AdWords in that they are used to create ad campaigns. But, DSP's provide advertisers access into the vendor-neutral RTB (Real Time Bidding) ecosystem; whereas AdWords only allows campaigns to run within the Google network. Mcounts consumer Solutions Pvt. Ltd. The differences go beyond that, as well, especially on the display advertising side of things as explained next
  5. 5. Mcounts consumer Solutions Pvt. Ltd. Extent of Reach Adwords vs Programmatic
  6. 6. Mcounts consumer Solutions Pvt. Ltd. The reach of the RTB ecosystem (Programmatic) is unparalleled in the history of online display advertising. Adwords vs Programmatic Extent of Reach
  7. 7. Mcounts consumer Solutions Pvt. Ltd. DSPs centralize access to inventory from well over a dozen supply-side platforms (SSPs), enabling access to a pool of over 15 billion impressions per day and rising. Adwords vs Programmatic Extent of Reach With the relatively recent addition of the Facebook Exchange (FBX), there is no question that DSPs have the upper hand in terms of reach.
  8. 8. Mcounts consumer Solutions Pvt. Ltd. With access to billions of impressions combined with right targeting data, you can basically find your audience anywhere on the web (whether desktops, tablets, or mobile devices) and show them your ads using Programmatic Adwords vs Programmatic Extent of Reach
  9. 9. Mcounts consumer Solutions Pvt. Ltd. On the other hand, the Google Display Network (GDN), as available through AdWords, is limited only to Google/DoubleClick properties. Inventory from GDN is also available through DSPs as part of the Google/DoubleClick Ad Exchange (AdEx), among other premium publisher inventory. Adwords vs Programmatic Extent of Reach Non-GDN inventory on Google Ad Exchange is not available through AdWords!
  10. 10. Mcounts consumer Solutions Pvt. Ltd. Data Freshness & Granularity Adwords vs Programmatic
  11. 11. Mcounts consumer Solutions Pvt. Ltd. Important difference between AdWords and DSPs is the ease with which you can view the performance of your campaigns through the reporting interface, and the granularity with which you can apply optimization decisions to your campaigns. . Adwords vs Programmatic Data Freshness & Granularity Campaign Optimization is largely dictated by the freshness and transparency of your campaign data
  12. 12. Mcounts consumer Solutions Pvt. Ltd. In AdWords, there is a reporting delay of roughly 2-3 hours for some stats (such as clicks, impressions, and conversions), while other metrics are only updated once a day! Adwords vs Programmatic Data Freshness & Granularity
  13. 13. Mcounts consumer Solutions Pvt. Ltd. Most Programmatic DSP's report in real time – meaning that you are both bidding on impressions in real time, and getting up-to- the-minute statistics, as well. It also provides significant granularity in reporting, allowing you to uncover insights and optimize immediately, some things that are not possible with AdWords. Adwords vs Programmatic Data Freshness & Granularity
  14. 14. Mcounts consumer Solutions Pvt. Ltd. With Programmatic DSPs, looking at the performance of specific placements on a specific website, you can uncover some extremely useful optimization insights. You might find that a certain ad unit, placed below the fold, happens to draw a very low click-through rate (CTR), bringing down overall campaign performance. Being able to disable such under-performing elements is crucial to effective optimization. Adwords vs Programmatic Data Freshness & Granularity
  15. 15. Mcounts consumer Solutions Pvt. Ltd. When you look closely at these two factors — data freshness and granular reporting — you realize that both are key features for effective optimization, especially with the rate at which ad impressions can be bought from today’s massive real-time exchanges. Adwords vs Programmatic Data Freshness & Granularity
  16. 16. Mcounts consumer Solutions Pvt. Ltd. Targeting Options Adwords vs. Programmatic
  17. 17. Mcounts consumer Solutions Pvt. Ltd. Adwords vs Programmatic Targeting Many of the targeting options available on AdWords are also available on DSPs, geographic targeting, day parting, frequency capping, and so on. Even more advanced targeting options like retargeting (or remarketing) are also available on both platforms. However, DSPs are unquestionably more effective at targeting audiences, given the reach of the RTB ecosystem.
  18. 18. Mcounts consumer Solutions Pvt. Ltd. Adwords vs Programmatic Targeting Contextual targeting (i.e., targeting specific URLs based on the topic of the page) is another similarity between the two platforms, even though there are some differences in implementation. 1. AdWords allows contextual targeting by keyword or category 2. DSPs typically only allow for targeting by category.
  19. 19. Mcounts consumer Solutions Pvt. Ltd. Adwords vs Programmatic Targeting Keywords gives AdWords an advantage in that display inventory can be bought on a keyword basis; however, the relevance of the Keyword targeting via Adwords is quite low, making performance difficult to achieve, even amongst veteran AdWords advertisers.
  20. 20. Mcounts consumer Solutions Pvt. Ltd. Adwords vs Programmatic Targeting Target capabilities of DSPs, made possible by real-time bidding, are far more advanced. E.g: when creating a mobile campaign you can choose to target by a number of different criteria, including: Device manufacturer Handset model Mobile carrier Operating system Web browser
  21. 21. Mcounts consumer Solutions Pvt. Ltd. Adwords vs Programmatic Targeting Targeting segments include everything from demographic data (age, gender, income, marital status, education level, etc.) to psychographic data (likes and interests) to behavioral data (e.g., company they bank with, brand of car they drive, who they use for insurance, etc.) The scope of targeting options using cookie data is practically limitless, and the easiest way to achieve scale is via DSPs.
  22. 22. Mcounts consumer Solutions Pvt. Ltd. Adwords vs Programmatic Pricing Options
  23. 23. Mcounts consumer Solutions Pvt. Ltd. Adwords vs Programmatic Pricing Options When it comes to display ad inventory, CPM is the foundation of all pricing. (In the RTB ecosystem, it’s eCPM, to be more precise.) DSPs do offer the ability to run campaigns with a CPC or CPA price target, but such options only optimize to those goals, effectively. Underneath, impressions are still traded on an eCPM basis. eCPM = Effective Cost per Mile CPC = Cost per Click CPA = Cost per Action
  24. 24. Mcounts consumer Solutions Pvt. Ltd. Adwords vs Programmatic Pricing Options Google can afford to offer a CPC pricing option through AdWords, mainly because they have direct control over publisher ad placements through DoubleClick and AdSense. Using their own algorithms, they can optimize both CPM and CPC bids to show higher-CTR ads at certain times, and CPM ads at other times, depending on price and performance, and what yields them the highest revenue.
  25. 25. Mcounts consumer Solutions Pvt. Ltd. Adwords vs Programmatic Pricing Options As a marketer, you can use this fact to your advantage. Using the AdWords platform, you can effectively test a variety of banner ads with very little risk using CPC bids. Once you find a set of high-performing ads, you can move them over to DSPs and direct buys with higher confidence.
  26. 26. Mcounts consumer Solutions Pvt. Ltd. Accessibility Adwords vs Programmatic
  27. 27. Mcounts consumer Solutions Pvt. Ltd. Adwords vs Programmatic Accesibility While Programmatic has an entry cost with minimum of 5K-20K $ per month, both adwords and DSPs have self-serve options mainly that provides great accessibility to marketers
  28. 28. Mcounts consumer Solutions Pvt. Ltd. Adwords vs Programmatic Verdict Extent Of Reach Data Freshness & Granularity Targeting Pricing Options Accessibility Programmatic Adwords Win Win Tie Tie Win Lose Lose Tie Tie Lose
  29. 29. Mcounts consumer Solutions Pvt. Ltd. Adwords vs Programmatic Verdict AdWords is obviously the king of search engine marketing (SEM) platforms. But when it comes to display advertising, the industry has evolved beyond what AdWords offers. Superior reach, targeting, and optimization are now found in the realm of real-time bidding technology and realized through Programmatic demand-side platforms.
  30. 30. Mcounts consumer Solutions Pvt. Ltd.Adwords vs Programmatic Queries? neeraj@mcounts.com +91-77 99 65 6664 Helpful Resources: http://digitaladblog.com/2015/03/22/programmatic-the-top-infographics/

×