two click consult ppc experts discuss an account

What is real-time bidding?

Real-time bidding (RTB) refers to the process of buying and selling online ad impressions through real-time auctions. During an RTB auction, the buyer bids on an impression, and if they win the auction, the ad is instantly displayed on the publisher’s site. The whole process takes place within a matter of milliseconds.

Here at Click Consult, we access more than 30 ad exchanges featuring in excess of 48,000 publishers, all of which allow us to display your ads on selected websites across the internet. We then use a mixture of individual and layered targeting methods to determine the best bid, for the right users, the best place at the right time.

Our real-time bidding service

RTB works most efficiently when combined with accurate and intensive targeting. For that reason, in addition to high quality software and coding to maximise savings and ROI, our RTB service makes extensive use of targeting to deliver successful campaigns. Most targeting methods can be layered to create more focused target audiences. The process of analysing which aspects of a campaign is working best, creating bespoke target audiences and creating hyper-specific ads for these users is an advanced optimisation practice conducted on all of our RTB display campaigns. Segmentation is a key principle of our targeting strategy as it allows us to target users with messages that are specific to them. The main targeting methods we use to craft our strategies and reach relevant audience segments are:

Location targeting

Ads are optimised for the times of day and days of the week your ads perform the best during.

Demographics

Your users are targeted based on gender, age, parental status and other demographic aspects.

Remarketing

Allows you to show content to users that have previously engaged with your site, used your mobile app or interacted with videos on your YouTube Channel. This is ideal for reconnecting with users and encouraging them to return to the site and convert.

Affinity audiences

Google provides a choice of over 80 unique user characteristics based on inferred lifestyle and interests. These form segments which can be targeted specifically to help you reach users who have demonstrated a qualified interest in particular topics and who are, therefore, more likely to engage with your brand.

In-market audiences

These categories allow us to reach potential customers when they are actively searching for the types of products or services you provide. This form of targeting is designed to reach users higher up in the purchase funnel.

Placements

These are website ad slots in which your display ads appear. You can choose to show your ads only on certain domains, or groups of domains dealing with certain themes.

Real-time bidding ecosystem Click Consult

At Click Consult, we initially use automatic targeting, this is then refined as we learn more about the online behaviour of your chosen audience. The best performing placements are then targeted with specific ads in their own campaign while the worst placements are excluded from all campaigns. These automatic targeting types are:

  • Keyword (Contextual) Targeting – using keywords relevant both to your brand and the content you want your ads to appear next to, this list can come from your best performing search keywords, or a unique mix.
  • Topic Targeting – a broader form of site content targeting, topic targeting allows you to choose to display your ads on pages that relate to a specific topic.

What can real-time bidding do for your business?

The benefits of real-time bidding are many – particularly in the facility it provides for targeting, but the following are the highlights the technique can offer brands:

Icon of stylised hand extended holding the number one

Bid on an impression by impression basis

Brands can bid only on impressions that are relevant to their marketing goals.

Icon of stylised hand extended holding the number two

Targeting

You can make the most of first- and third-party data to refine the targeting you use for your advertising.

Icon of stylised hand extended holding the number three

Optimisation

Real-time data will be a key factor in improving the accuracy and efficiency of your advertising campaigns and achieving your KPI targets.

Icon of stylised hand extended holding the number four

Reach

With more than 30 ad exchanges and in excess of a billion unique URLs, the reach of RTB is huge.

Who we've helped...

Paid Search (PPC)

Discover how our innovative broad match keyword strategy delivered immediate results in one of the UK's most competitive markets.

+ 62% Customer revenue
+ 47% Customer transactions
+ 9% Average order value
View Case Study
Chums Case Study Slider Image

Paid Search (PPC)

Find out how our paid media (PPC) strategy increased ROI by 139% for one of the UK's leading fashion brands.

+ 431% UK non-brand revenue
+ 139% ROI
View Case Study
Boohoo Case Study Slider Image

Paid Search (PPC)

Get the full picture about our PPC campaign for the photo-printing specialists, and a snapshot of the exceptional results achieved in terms of conversion rate, revenue and ROI.

+ 355% ROI
+ 162% conversion rate
View Case Study
Truprint Case Study Slider Image
Click Consult's paid media team working hard

Our real-time bidding team

To qualify for the Google Partner program, there are strict requirements for the training of team members – as you can imagine, these require the team to clear some high bars, all of which our team members have continuously done with skills to spare. With decades of experience, and a real passion for paid search, our RTB team are the ones to trust with your campaigns.

Great agency at the forefront of search marketing. Fantastic account management coupled with real experts working on your campaigns = a winning combination.

We were facing a challenge with growing our generic campaigns profitably. However through adopting a test and learn approach with Google and Click Consult we are extremely pleased with the uplift in clicks, demand and ROI that has enabled us to scale up sustainably.
Paul Gray Marketing Director

Since moving from our old PPC supplier to Click, we have seen some very impressive results all round! All key PPC metrics have moved considerably in the right direction. ROAS, Conversions, Conversion Value, Clicks and Impressions are all up, and CPCs are down considerably.

We’re very pleased that we made the switch to Click, and we’re so impressed with their PPC work that we have just given them some SEO projects too!
Jack Stubbs Marketing Manager

We’ve been impressed by the way Click quickly grasped the positioning of our business and focused our PPC campaign around our objectives. Click didn’t just view our PPC campaign in isolation, but looked at our business strategy as a whole and how paid search could fit in with and complement other areas of our marketing activity

Having worked with previous PPC specialists with ‘good’ results, we wanted to find a company that could achieve ‘great’ results for our business. Click Consult did this through a more streamlined targeted approach, which consequently had two two main benefits, maximising our PPC budget and driving our enquiries to levels we have not seen previously.

Click have really stepped up to the plate when it comes to performance marketing, their tenacity and desire to help us as a company improve is second to none. Brilliant project planners, superb project delivery and results to boot, what more could you ask for?

We have done too well in our lead gen efforts this quarter and have produced more leads than our sales team can handle!
Linda West Director of Marketing

The team at Click put together a campaign that underpinned our objectives and have achieved fantastic results within a very short space of time.

Julian Charles

Our display advertising services

Display advertising allows brands to massively increase their reach - and to reach their target audiences in places you know they already visit. With the right display advertising strategy, brands can ensure that their paid media budgets are returning exceptional ROI.

We've helped to grow brands of all sizes

Age UK Logo
Tesco logo colour
Regatta Logo
Kwik Fit Colour Logo
Chill Insurance Logo
Oxfam logo
LloydsPharmacy Online Doctor Logo
CV Library Logo
Sanofi Logo
boohoo logo
ABTA Logo
Truprint Logo
Netflights Logo
Viessmann Logo
liverpool one logo
Azure Collection Logo
Flogas Logo
Unibet logo
Kaplan Logo

Ads targeted to deliver maximum ROI

Enter a few details, and you can speak to our award-winning team of paid media experts.

Our latest insights

View More

Our latest videos

View More
Facebook Twitter Instagram Linkedin Youtube