How Many Types of Programmatic Advertising Are There?

Apart from the conventional direct method of programmatic advertising, where advertisers can purchase inventory straight from publishers through ad networks and ad servers, there are two other methods advertisers can use to buy ad space: (1) Real-time bidding (RTB) and (2) Private Marketplace (PMP).RTB (Real-Time Bidding): RTB is a type of data-driven programmatic buying that facilitates advertisers to buy impressions instantly through a real-time auction. When a visitor visits a web page, that site's publisher auctions the available ad space, and the advertiser who submits the highest bid to the DSP wins the spot to display the ad.PMP (Private Marketplaces): PMP is an invite-only ad auction that allows advertisers to bid on premium inventory spaces before publishers put them on an open RTB auction. The bidding process is automated through deal IDs, which advertisers use to determine PMP transactions in bid requests from ad exchanges and SSPs (supply-side platforms).

What does DoubleClick mean?

DoubleClick is a unified set of tools made by Google for advertisers and agencies to create and manage digital marketing campaigns.

What is the minimum spend required for programmatic advertising?

Typically, programmatic advertising is sold by publishers on a CPM (cost per mille) model, which stands for cost per 1,000 ad impressions. The cost depends on the level of targeting and quality of the list, among other factors. CPM can change considerably, which means the higher the quality of the inventory offered or more exact targeting, the higher will be the price.

What is an Ad Exchange, and how does it work?

An Ad Exchange is a virtual marketplace that facilitates website publishers and advertisers (i.e. agencies like us) to buy and sell advertising space in real-time.

How do an SSP and a DSP differ?

A DSP (demand side platform) and an SSP (supply side platform) support different sides of the programmatic space. Publishers use an SSP to offer Ad Spaces to brands by connecting their inventory to ad exchanges. And a DSP is the advertiser's tool to measure which ad impressions to buy and how much to pay for them. Both platforms are then synchronised in real-time.

Is there a difference between re-marketing and re-targeting?

Both re-marketing and re-targeting have similar goals but differ in their approach:Re-marketing: E-mail campaigns are run to re-engage customers through their inboxes is known as re-marketing.Re-targeting: The placement of display ads online targeting users who have already interacted with your website. Re-targeting involves using cookies, and ads are placed by third parties like the Google Display Network.

COUNTRY OF ORIGIN : AUSTRALIA

How We Helped Handles and More Grow Revenue by 313.33% with a User-Centric Website Redesign & Organic SEO

The Client Overview:

Handles and More is a proudly Australian-owned business that has become a trusted name for high-quality handles and knobs. Based in Sydney, Handles and More offer a wide variety of modern and stylish products, with the convenience of nationwide shipping to customers across Australia.

Technology Overview:

Technology:

WordPress/ WooCommerce
Industry:

Home Hardware (handles and knobs)
Deliverables:

Website Development and SEO service
Website:

www.handlesandmore.com.au

Why Did We Do This?

The Objective:

Handles and More came to us with a clear goal of attracting more organic visitors to their website and increasing conversions. We established specific objectives to meet this challenge:

Redesign for Better Indexing:
Improve website structure to make it easier for search engines to crawl and index content.
Mobile Optimisation:
Ensure the website performs smoothly on mobile devices to capture the growing mobile audience.
SEO-Friendly Content Creation:
Develop content that aligns with user intent and attracts relevant traffic.
Conversion Rate Optimisation (CRO):
Boost conversions by optimising Calls-to-Action (CTAs), running A/B tests on landing pages, and streamlining the customer journey.
Focus on Long-Tail Keywords:
Target specific keywords that reflect customer buying intent.
Backlink Building:
Acquire reputable backlinks to increase domain authority and search rankings.
Keyword Optimisation:
Improve visibility by optimising for high-impact keywords and building high-quality backlinks.

What Inspired Our Actions?

Challenges Faced:

Outdated Design

The original site design was obsolete and didn’t capture the brand’s evolving style, impacting user engagement.

Complex User Navigation

Complicated navigation led to high bounce rates, with users struggling to find what they needed.

Lack of Mobile Responsiveness

Over 60% of visitors accessed the site on mobile devices, yet the website didn’t adapt well to smaller screens, resulting in a poor experience.

Slow Page Loading Times

The website had slow loading speeds, discouraging users and lowering SEO rankings.

Limited Search Visibility

The website ranked low for target keywords and struggled to compete with others in the niche.

SEO Issues

Broken links, missing meta tags, and a confusing URL structure hindered search engine crawling.

Content Optimisation Gaps

Content was not optimised for relevant search terms and long-tail keywords that can attract higher-intent visitors.

Weak Backlink Profile

Limited backlinks restricted the site’s authority and search engine credibility.

Design Transformation

Before and After Design

Before

After

Our Approach

To transform Handles and More’s digital presence, our team tailored a strategy that combined an improved website design with targeted SEO tactics:

Website Redesign:

Developed a fresh, user-friendly layout that reflected the brand’s modern appeal.
Content Optimisation:

Enhanced on-page SEO to improve keyword rankings and visibility.

Enhanced User Engagement:

Implement features to keep users on the site longer, increasing engagement.
Content Strategy:

Created a plan to boost brand recognition and establish authority.

How Webential Helped: Strategy and Solutions

Website Redesign & Redevelopment

To address the site’s limitations, we implemented a comprehensive strategy focused on design appeal and functionality:

User-Centric Design:

Conducted research to understand user behaviour and pinpointed where improvements could make the site more engaging and easier to navigate.

Mobile-Responsive Design:

Built a fully responsive design, ensuring smooth experiences on mobile, tablet, and desktop devices.

Performance Enhancement:

Improved loading times with optimised coding, image compression, and a content delivery network (CDN) to ensure quick loading across regions.

SEO-Friendly Site Structure:

Reorganise the website’s structure to support SEO best practices, including optimising meta tags, alt texts, and headings.

Conversion Optimisation:

Tested various layouts, CTAs, and product displays to find the most effective elements for improving conversion rates.

Results at a Glance:

Our combined efforts achieved remarkable improvements for Handles and More:

Increase in Mobile Traffic

Growth in Engaged Sessions

Increase in User Interaction

Style guide

Branding

SEO Strategy for Search Success

We began our action plan to resolve these SEO challenges.

High-Quality Content Creation

We crafted content tailored to customer interests, providing insightful answers to common questions. This improved engagement, kept users on the site longer and encouraged them to explore more.
Improved CTAs

Clear, strategically placed CTAs guided visitors toward specific actions, resulting in higher user engagement and increased conversions.
Resolving Keyword Cannibalisation

With multiple pages competing for similar keywords, Handles and More’s site experienced keyword cannibalisation. We employed the following fixes:
- Canonical Tags: To direct search engines to the main page.
- Content Merging: Consolidated similar pages for a clear structure.
- Apply No-Indexing for Less Critical Pages: It avoids unneeded competition between internal pages.

On-Page Optimisation

Our team refined page titles, meta descriptions, heading tags, and internal linking. It addressed issues like duplicate content and missing meta tags, making it easier for search engines to index and rank the site effectively.
Technical SEO Enhancements

We strengthened the website’s infrastructure to support fast load times, mobile responsiveness, and technical reliability, which are vital for search engine rankings.
Building Authority with Backlinks

We enhanced the website’s domain authority by acquiring backlinks from credible and relevant sites. These links drove valuable referral traffic and boosted SEO performance.

Final Outcome

Our combined efforts achieved remarkable improvements for Handles and More:

increase in organic sessions

growth in organic conversions

surge in organic revenue

Keywords now rank on Google’s first page.

Handles and More’s success story shows how a strategic website redesign and SEO can make a big difference. If you want to increase traffic and conversions for your website, explore our SEO services and contact us today.

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How We Helped Handles and More Grow Revenue by 313.33% with a User-Centric Website Redesign & Organic SEO

The Client Overview:

Technology Overview:

Technology:

Industry:

Deliverables:

Website:

The Objective:

Challenges Faced:

Outdated Design

Complex User Navigation

Lack of Mobile Responsiveness

Slow Page Loading Times

Limited Search Visibility

SEO Issues

Content Optimisation Gaps

Weak Backlink Profile

Before and After Design

Before

After

Our Approach

Website Redesign:

Content Optimisation:

Enhanced User Engagement:

Content Strategy:

Website Redesign & Redevelopment

User-Centric Design:

Mobile-Responsive Design:

Performance Enhancement:

SEO-Friendly Site Structure:

Conversion Optimisation:

Results at a Glance:

Branding

SEO Strategy for Search Success

High-Quality Content Creation

Improved CTAs

Resolving Keyword Cannibalisation

On-Page Optimisation

Technical SEO Enhancements

Building Authority with Backlinks

Final Outcome

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