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 Thermo Pools Achieved 252% Revenue Growth with Website Redesign & Organic SEO in Just 4 Months

Ranked 60+ keywords on the #1 Page on Google.

The Client Overview:

Thermo Pools leads Australia's pool heating industry with advanced solar pool heating solutions prioritising energy efficiency and environmental sustainability. Their durable, low-maintenance systems help customers reduce energy use and extend their swim season. Thermo Pools tailors each system to client needs with expert installation and customised maintenance services. Known for reliability and customer satisfaction, Thermo Pools has built a trusted reputation in solar pool heating across Australia.

Technology Overview

Technology:

WordPress / Elementor
Industry:

Pool Services
Deliverables:

SEO Services
Website:

www.thermopools.com.au

Why Did We Do This?

Project Objectives:

Our goal was to transform Thermo Pool’s digital presence with a focus on these key areas:

Redesign Website for User-Friendly Navigation:
Create a simple, intuitive navigation that improves the user experience and helps visitors find information quickly.
Revamp Website for Better Indexing:
Update the website structure to make it easier for search engines to crawl and index website pages, creating a solid foundation for sustainable growth.
Increase Online Visibility:
Increase search engine visibility to capture potential customers actively searching for pool heating solutions, ensuring prominent placement in relevant search results.
Attract Local Customers:
Implement sophisticated local SEO strategies to attract customers in specific service areas, maximising regional market penetration for keyword phrases: ‘pool services near me’ or ‘pool heating Sydney’.
Promote Key Services:
Optimise visibility for core services, particularly highlighting their innovative solar pool heating systems, professional installation services, pool maintenance and repair services.

Campaign Results:

+0%

Organic Conversions Increased

Keywords Rank on 1st Page of Google

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What Inspired Our Actions?

Initial Challenges:

All these factors impacted Thermo Pool’s ability to attract and convert potential customers through its website.

Complex User Navigation: The old site had complex navigation, causing high bounce rates as users struggled to find relevant information. We needed a modern, user-friendly design that would showcase Thermo Pools' products and services effectively.

Search Visibility Hurdles: Their primary obstacles included limited search presence, with minimal visibility for highly competitive keywords in the solar pool heating sector.

Outdated Website Structure: The site lacked an organised content framework, making it harder for search engines to rank it and difficult for users to navigate easily.

Aggressive Competition: Competing with larger solar companies and established brands in the niche made it challenging to rank for competitive terms.

Low Performance: Technical performance issues further complicated its digital presence, with slow load times and poor website performance leading to high bounce rates and lost opportunities. Seasonal trends in the pool services industry also complicated customer behaviour patterns, requiring a dynamic local SEO strategy.

How We Helped Thermo Pools: Our Approach and Solutions

Website Redesign & Development

To overcome the limitations of the previous website, we implemented a strategy centred on improving both design and functionality:

User-Friendly Design:

Researched user behaviour to find ways to make the site more engaging and easier to navigate.

Improved Performance:

Enhanced loading speed by optimising code, compressing images, and implementing a content delivery network (CDN) for fast access across various locations.

SEO-Optimised Structure:

Restructured the website following SEO best practices, optimising meta tags, alt text, and headings for better search visibility.

Mobile-Responsive Design:

Created a fully responsive layout, ensuring smooth navigation on mobile, tablet, and desktop devices.

Conversion Focus:

Tested different layouts and calls-to-action (CTAs) to identify the elements that drive the best conversion rates.

Design Transformation

Before and After Design

Before

After

Style guide

Branding

Comprehensive SEO Implementation:

We began our action plan to resolve these SEO challenges.

Keyword Research:

Conducted research to identify high-value keywords such as ‘solar pool heating Sydney’ and ‘gas pool heaters’. These keywords were targeted strategically to drive more relevant traffic.
Technical SEO Optimisation:

This includes optimising code structure, improving site speed, and ensuring mobile responsiveness across all devices. We also conducted a thorough audit of existing technical issues, addressing broken links, improving internal linking structures, and implementing schema markup to enhance search engine understanding of the content.
On-Page SEO:

Updated crucial landing pages with optimised metadata, including title tags and meta descriptions, enhancing page content by integrating primary keywords naturally and improving user engagement through clear call-to-action.
Local SEO Enhancement:

Understanding the importance of regional (local) presence, we developed a robust local SEO strategy, which included optimising Google My Business profiles with detailed service information, operating hours, and regular updates. We created location-specific service pages that targeted key geographic areas while building high-quality local citations to strengthen regional authority.

Competitor Analysis & Content Strategy:

We initiated a thorough market analysis to understand the competitive landscape and identify opportunities for differentiation. This research helped our content strategy, leading to the development of new product pages that effectively communicated Thermo Pools' unique value proposition. Each product page was carefully optimised to target specific customer needs while incorporating relevant keywords naturally within the content, which increased SEO visibility and rankings.
Content Marketing:

Our content strategy focused on establishing Thermo Pools as an authoritative voice in the pool heating industry. We developed educational resources about solar pool heating benefits, detailed installation guides, and maintenance tips. The content calendar included regular blog posts addressing common customer questions and concerns, while case studies highlighted successful installations and customer satisfaction stories.
Strategic Link Building:

We implemented a careful link-building campaign focused on quality over quantity to strengthen domain authority. It included establishing partnerships with complementary businesses, creating shareable industry content, and engaging with relevant local business communities. Each link was carefully inspected to ensure it contributed positively to Thermo Pools' online authority.

Impressive Results:

Remarkable Growth Metrics

The implementation of our strategy led to exceptional results across all key performance indicators:

252.17% Increase in Organic Conversions Just in 4 Months:

Our optimised conversion funnel and improved user experience led to a dramatic increase in conversion rates. It was achieved through strategic placement of call-to-action, streamlining user journeys, fast website loading speeds, and enhanced mobile optimisation, making it easier for customers to engage with Thermo Pools' products and services, significantly improving user engagement.

Enhanced Search Visibility:

Within 4 months, Thermo Pools achieved first-page rankings for 60 targeted keywords, including highly competitive keywords in the pool heating industry, including ‘solar pool heating systems’, ‘solar pool heating Sydney’, and ‘solar pool panels’. Thus, improved visibility directly contributed to increased organic traffic and higher-quality leads.

Improved User Engagement:

Website optimisation efforts helped reduce bounce rates and increase average session duration. Users spent more time exploring services and engaging with content, leading to better-informed and more qualified leads.

Local SEO Dominance:

The focused local SEO strategy improved visibility in Google Maps searches due to the higher ranking of GMB listing, increasing local customer enquiries. Thermo Pools established regional authority and became more visible to customers searching for pool heating solutions in their service areas.

Higher Website Traffic:

With improved content and optimised pages, Thermo Pools experienced a dramatic rise in organic traffic, receiving more enquiries and bookings for pool heating installations.

If you want to increase organic search traffic for your website, feel free to check out our SEO services or contact us.

In a Nutshell:

The redesigned website and targeted organic SEO strategy transformed Thermo Pool’s digital presence, leading to significant results. By focusing on user-friendly design, technical optimisation, and a strong local SEO approach, we drove a 252% increase in Thermo Pool’s revenue in just 4 months, with substantial growth in traffic and conversions.

If you’re looking to drive more traffic to your website and turn visitors into customers, you should explore our SEO services and connect with us now!

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How Thermo Pools Achieved 252% Revenue Growth with Website Redesign & Organic SEO in Just 4 Months

The Client Overview:

Technology Overview

Technology:

Industry:

Deliverables:

Website:

Project Objectives:

Campaign Results:

Initial Challenges: