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Programmatic Advertising

Our data-led approach applies to our Programmatic Advertising and Real-Time Bidding (or RTB) strategies perhaps more than any area of our search marketing campaigns.

Our 'next generation' programmatic partner Avocet is at the cutting edge of innovation in the sector, striving to get results faster through advanced machine learning and actively reducing fraudulent impressions with built in anti-fraud protection - particularly crucial considering that 25% of all activity is fraudulent on ad exchanges.

Viewability is built into our partner platform in the form of a metric that aims to track only impressions (leading to a conversion) that can actually be seen by users. For example, if an ad is loaded at the bottom of a webpage but a user doesn't scroll down far enough to see it, that impression would not be deemed viewable.

Similarly, with the growing importance of mobile traffic, our enabled cross-device targeting allows delivery of coordinated advertising to users across multiple devices and is optimised through attribution analysis.

Our partner is integrated with over 30 ad networks across mobile, web, native, video and rich media. This equates to an approx. saving of 65% when compared to advertising on single, highly competitive networks such as Appnexus only.

Programmatic vs Traditional Display Advertising

Through advanced cost-per-action (CPA) optimisation algorithms, a greater choice of networks and improved demographic targeting, our programmatic service delivers traffic within a CPA that you decide. Despite its reputation as a less manual process than traditional PPC, this level of CPA control is absent of traditional programmatic display advertising, and is one of a variety of unique advantages we offer to our clients.

Our data-driven audience modelling allows us to ascertain the most profitable customer profiles through tracking online behaviour and interests, and to target similar audiences based on this criteria.

This type of customer modelling also allows for flexible strategic targeting based on both audience size and efficiency data. This data is a combination of 1st party (collected via a cookie from your site) and 3rd party (cookie data from other sites) and allows us optimise targeted reach and performance.

To avoid 'cookie bombing', a phenomenon where multiple ad impressions are served (which can have negative impact on performance), we even conduct attribution analysis that allows for a better understanding of the optimal number of impressions before engagement.

New market growth is particularly valuable with these techniques. For example, a high street fashion brand operating across UK, France & Germany struggled to grow new revenues through its existing Display advertising outreach. Retooling its performance on Avocet’s platform allowed delivery of new unique, targeted customers at a £42 CPA delivering a 93% ROAS for the customers’ average first sale onsite.

Prospecting & Retargeting

Our prospecting activity, which targets impressions based on audience modelling, drives qualified, incremental traffic to your site. Although this may be a user’s first exposure to your brand, the modelling & probabilistic optimisations applied ensure that we target only the impressions which will offer engagement at your target CPA.

Retargeting activity targets users previously engaged with your site, effectively ‘pushing’ users down the conversion funnel. Ensuring that your brand’s visibility remains prominent post site visit (with appropriate messaging), offers a compelling reason for previous site visitors to return and complete the conversion or lead.

Working together as part of a wider programmatic strategy, complimentary prospecting & retargeting campaigns introduce users to different stages in the conversion funnel. Prospecting campaigns will also grow your retargeting audience (for those users who don’t convert immediately), offering the chance to capture these conversions at the lower retargeting CPA through driving them lower into the conversion funnel.

Understanding the value of these different types of activity, the intent behind a user’s interactions, and the associate messaging which drove this activity, allows for the continual optimisations of each and drives measureable performance improvements.

Target CPAs are set individually at prospecting and retargeting level, meaning you decide the value of traffic each brings and where to focus budget.

Consolidated Reporting & Insights

By running prospecting and retargeting activity all on one platform, we can better understand the user journey and attribution of the different activity. In practice, this approach has worked more effectively than a two-platform model, which can become disjointed with both claiming credit for the same conversion.

Furthermore, this consolidated approach allows for a better understanding of what is driving conversions. With a range of tools at our disposal, we can run A:B uplift tests to show the real impact of prospecting vs. retargeting - all feeding into consolidated insights on user interactions and performance uplift.

The Programmatic Team

Stuart Ferrie

PPC Account Manager

With a degree in Business Economics & Marketing, Stuart spent two years working for a student union managing web content and strategic advertising dis...

David Fothergill

Head of Product Development & Insight

David is an experienced search marketer who heads up both our Product Development and Web Analytics teams. He has handled search marketing accounts fo...

Justyna Korpala

Paid Search Account Executive

After graduating in Business Management and Marketing at Heriot-Watt University and a brief career in finance, Justyna joined QueryClick in 2014 as a ...

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