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 Organic Traffic Increased By 93.57% In 4 Months For Sydney Plumbing Hot Water & Gas

An SEO case study of how Webential helped Sydney Plumbing Hot Water & Gas increase organic traffic by 93.57% in just 4 months through our SEO service outranking many of the prominent authority competitor's plumbing websites.

Sydney Plumbing Hot Water & Gas

Increase in Organic Sessions

Keywords Rank in 1st Page

Increase in Organic Conversions

Client Overview

Established in 1990, Sydney Plumbing Hot Water and Gas is a 100% Australian family-owned and operated business. Specialising in hot water and gas heater service, repair, and installation, they provide expert services for top brands like Rinnai, Rheem, Bosch, Vulcan, Aquamax, Everdure, and Dux.

In addition, they offer gas fitting, water leak detection, gas leak detection, and blocked drainage services. They also provide a full range of general plumbing services, including emergency plumbing across Sydney.

Technology Overview

Technology:

WordPress, PHP, MySQL
Industry:

Plumbing
Deliverables:

SEO Services
Website:

www.sydneyplumbinghotwater.com.au

Why Did We Do This?

The Objective

Despite growing competition, to hold “Page 1” ranking for primary and local suburbs keywords.

Improve conversion rates for mobile users.

Increase traffic and leads from organic search.

Enhance content to provide valuable information and address user needs.

Problems Faced

The Challenges

There was extreme SEO competition from other plumbing services companies in Sydney, so ranking organically required a well-thought-out SEO plan that included content, On-page SEO, Technical SEO, and more.

The primary SEO challenge was to increase traffic and ranking for their local suburb pages.

Seasonal trends affected search volumes and customer behaviour, making it necessary to adjust the local SEO strategy dynamically to align with these fluctuations.

How Did Webential Help?

Our Strategy and Solutions

With these challenges and objectives in mind, our SEO team prepared a strategy to improve the SEO health and performance of Sydney Plumbing Hot Water & Gas website, which included the following measures:

Conduct SEO Audit and Fix Issues:

We performed a complete SEO audit initially and uncovered various indexing issues that we fixed as a priority.
Technical SEO:

We implemented structured data markup to take advantage of Google-featured snippets. We fixed crawl errors, sorted 301 redirects, and improved page speed and site performance.
Keyword Research:

Thorough keyword research helped us identify high-value local keywords relevant to our client services. We integrated these keywords strategically throughout the website.
On-page Optimisation:

In On-Page optimisation, we optimised the header, page title, meta description, and image SEO and ran a detailed SEO Checklist, which covered more than 100+ SEO On-Page factors.
Competitor Analysis and Keyword Targeting:

We analysed the top competitors and researched the best keywords to target. We then developed unique pages to showcase each service more effectively while targeting one particular keyword, topic, or phrase, optimising all associated visible metadata.

Wireframe Design for New Pages:

We created a sitemap, wireframes, designs and detailed content briefs, content for new locations and service pages to address the specific hot water and gas heater services Sydney Plumbing Hot Water & Gas offers.
Content Creation and Optimisation:

We implemented the content roadmap by writing new informative and fresh content and optimising the existing page content to rank in multiple places throughout a Google SERP (Search Engine Results Page). It improved SEO and positioned our client as an industry expert.
Local SEO:

According to industry trends, plumbing services are highly location-based, and people generally search for these services in their local area. Therefore, we created location-based pages and focused on local SEO strategies to target different locations individually.
Enhancing Online Reputation with Customer Reviews:

As a plumbing services provider, online reputation is crucial to success. Therefore, we incorporated customer reviews on the website to showcase their experience of Sydney Plumbing Hot Water & Gas services.
Local Citations:

We built consistent and accurate citations on reputable local business directories, improving the online presence of Sydney Plumbing Hot Water & Gas website as well as its local authority.