Master Google Ads for B2B SAAS Campaigns

Master Google Ads for B2B SAAS Campaigns

Are you a digital marketer looking to maximize the potential of Google Ads for your B2B SAAS brand?

The Google Ads platform is an incredibly powerful tool for those seeking to gain an advantage in B2B marketing.

An essential platform to drive sales and leads alongside your SEO efforts.

This blog post contains actionable advice to help you get more from Google Ads for your B2B Technology based SAAS. From understanding campaign objectives to setting up conversion tracking, you can create results-driven ad campaigns explicitly tailored to your company’s unique needs.

Master Google Ads for B2B SAAS Campaigns
Master Google Ads for B2B SAAS Campaigns

Define your audience

Understanding your target audience is essential for crafting successful PPC advertising for SAAS brands.
To ensure that you are marketing to the right people, consider their needs, not what you think they are. What are their motivations? What is the information they are looking for to help them decide? Unlike B2C marketing, it’s less about interests and demographics than their pain points. By understanding these factors, you can create a custom-made campaign for them!

Use the right keywords

Unlock the key to success by uncovering relevant search terms used by customers seeking out products similar to yours through comprehensive keyword research. A detailed audit of the buyer journey will help you uncover thousands of keywords that match their users needs at different stages of the buyer journey.

Optimize your Ad Copy

The SAAS space can be incredibly competitive. Understand what your competitors are selling and what they advertise; this will give you valuable insights so that your ad copy can stand out. Make sure your ads have an engaging edge! Utilize persuasive language and a strong call to action to maximize clicks.

Utilize Ad Extensions

Enhance your ads and drive more engagement with ad extensions; they are a great way to boost the visibility of your campaigns – giving you a competitive edge. They offer more ad space and can direct the user to specific content tailored to your customer.

Use Remarketing

Remarketing does not have to be done via Google Ads but rather through a DSP of your choice. At our global programmatic agency, we use DV360, which allows us to leverage first-party client data. Google ads is an effective traffic driver, whilst remarketing brings users back. The more touch points and site visits, the more likely the buyer will buy from you.

A/B Test

Test the effectiveness of your message by running an A/B comparison on Google Ads. See which version resonates with customers to maximize reach and ROI.

Monitor Metrics

Metrics are a powerful tool to measure your success – use tracking services such as Google Analytics to monitor important KPIs like CTR, conversion rate and CPA. Gain insight into the performance of campaigns so you can improve results over time!

Negative Keywords

An essential part of your Google Ads campaigns will be not buying ads based on searches which are not relevant. Monitor your negative keywords on an ongoing basis and add them to the list weekly. This will improve efficiency and reduce paid media wastage.

Maximizing your B2B SAAS campaigns
Maximizing your B2B SAAS campaigns

Optimise Landing Pages

Invest in landing pages to maximize the success of your ad campaigns! By creating targeted pages for each one, you’ll be able to get more visitors converting and staying engaged. It’s a great way to ensure that all those clicks work hard for your ad spend, driving the maximum ROI.

If you follow the steps we outlined in this blog post, you’ll be well on your way to driving successful B2B SaaS campaigns using Google Ads. Just remember to keep your audience top of mind throughout the entire process and tailor your ads specifically to their needs.

We work with many technology companies across Europe and North America and beyond. Drop us a line if you want us to audit your PPC campaigns. Our expert PPC consultants can help drive growth with a data-led approach tailored to your clients’ needs.the¬†

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How to calculate viewability for programmatic display & video ads

How to calculate viewability for programmatic display & video ads

Optimizing Pinterest Programmatic: A Viewability Guide

As a programmatic agency, we often get asked about viewability and how to calculate it. Afterall, if you pay for digital ads, you want to ensure they are viewed.

Viewability is a metric that measures whether or not a user sees an ad. It is typically measured as a percentage and is calculated by dividing the number of viewable impressions by the total number of impressions.

To calculate viewability for programmatic display ads, you need to access the data provided by the platform you are using (Demand Side Platform, Ad Exchanges, Supply Side Platform, etc).
The process can vary depending on the specific platform you are using, but generally, you would need to log in to the platform and navigate to the campaign or ad group level.

Once you have accessed the data, you can calculate the viewability using the following formula:

(Viewable Impressions / Total Impressions) x 100 = Viewability Percentage.

Viewable impressions are the number of times an ad was served and met the viewability standards set by industry bodies such as the Media Rating Council (MRC). These standards typically require that at least 50% of the ad’s pixels be in view for a minimum of one second for a display ad and two seconds for a video ad.

It’s important to remember that different platforms and vendors may have other methods for measuring viewable video advertising, so you must check with the specific platform’s documentation or support team if you have any doubts. Additionally, some platforms may have their proprietary viewability measurement tools, and they may provide you with a viewability score rather than a percentage.

measuring viewability

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How to work out Click Through Rates for Programmatic Advertising

How to work out Click Through Rates for Programmatic Advertising

Calculating Click-Through Rates for Programmatic Advertising

To calculate the click-through rate (CTR) for programmatic display ads using a demand-side platform (DSP), you would need to access the data provided by the DSP.

The process can vary depending on the specific DSP you are using, but generally, you would need to log in to the platform and navigate to the campaign or ad group level.

Once you have accessed the data, you can calculate the CTR using the formula:

(Clicks / Impressions) x 100 = CTR.

The DSP should provide you with the necessary data, such as the number of impressions, clicks, and conversions for your campaign.
You can also use the DSP’s built-in reporting or analytics tool to view the data; often, it’s represented in charts, tables, and graphs.

It’s important to remember that the DSP‘s data may differ from the data provided by the ad exchanges or SSPs (Supply side platforms) that the DSP is buying inventory from, as DSPs use algorithms to optimise campaigns and adjust bids for audience segments. Additionally, some DSPs have different ways of counting and calculating metrics, so it’s essential to check with the specific DSP’s documentation or support team if you have any doubts.

The global standard CTR for programmatic advertising will vary by industry.

How to work out Click Through Rates for Programmatic Advertising
How to work out Click Through Rates for Programmatic Advertising
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Conversion Rate Optimisation for B2B Landing Pages

Conversion Rate Optimisation for B2B Landing Pages

Improving conversion rates for B2B landing pages can be challenging, but with the right strategy and approach, it is possible to achieve significant results.

As a programmatic agency that has spent millions of dollars on paid media, we have deep knowledge of what works. Whilst we are not a CRO agency, we do help advise our clients on what works. By producing landing pages that are highly optimized, you will have a better chance of converting users. B2B audiences are especially time-poor. They want information quickly and have high standards in finding quality information that will help them in their journey to buying products and services.

Here are some tips to help you improve conversion rates for B2B landing pages.

Target Audience

Before diving deep into the details of on-page CRO, ensure you understand your audience. In-depth audience research will help you identify what your b2b audience is looking for. You should conduct stakeholder interviews, this will help you position your product/service area to drive more leads and conversions from your site.

Put yourself in potential customers’ shoes- it’s key to realizing conversion rate goals! Craft content for the user first. Think about your USPs and make sure they shine through.

Use Clear, Compelling Headlines

You only have a few seconds to capture your user’s attention – make them count! Crafting an eye-catching yet informative headline is key in drawing users to your landing page. Be sure it clearly conveys the benefit of what you’re offering and leaves viewers wanting more.

Persuasive copy

Persuasive copy will guide the user in the right direction. It sounds simple but make sure spelling is spot on and there are no grammatical errors. For some people, this is unforgivable and looks unprofessional.

Conversion Rate Optimisation for B2B Landing Pages
Conversion Rate Optimisation for B2B Landing Pages

Ensure Lead Gen Forms are Simple

There is a balancing act between asking for too much information and putting off users with too many fields. Keep it easy and straightforward. Clear labels, relevant sample text, and an easily located submit button will help visitors quickly make their way through, increasing your conversion rates.

Social Proof

Just like in B2C marketing, B2B buyers want to see social proof. Positive endorsements from customers, so make sure you’re showcasing those glowing customer testimonies for maximum impact. The difference between B2B and B2C is that you’ll want more detailed case studies proving you have already succeeded with others. This is your opportunity to incorporate all your USPs through a real-world situation.

Leverage Lead Magnets

Lead magnets are an excellent way for you to get something back by giving something away. Making your lead magnet more specific to the audience you’re targeting can be one of the best ways to increase conversion rates. By taking a precise and tailored approach, it’s possible for businesses to dramatically improve their results when reaching out for leads. Example lead magnets can be tools, calculators, whitepapers, videos and even ebooks.

The basics

In addition to the above, you’ll also want to ensure the look and feel of your site is clean and uncluttered. Make sure your site speed is fast; no one likes to wait for pages to load for a lifetime.
Sounds simple, but once a customer has filled out a form, ensure your sales team is following those leads appropriately. Just because someone fills out a form does not mean they are ready to buy, you need to nurture the lead, moving them through a sales funnel from MQL (marketing qualified lead) to SQL (sales qualified lead).


Use Google Analytics and other analytics tools like Omniture, which will help you identify where users are entering the site, where they leave and what they do.
Hotjar is also an excellent tool which provides heat maps, so you can see where users are clicking, use this data to inform the design, look and feel of your landing pages to drive more efficient leads.

Start With High Traffic Pages

Focus on the pages with the most traffic first and work your way down; getting high-traffic pages optimized for conversions will ensure your work is more effective.


Conversion rates will vary depending on your industry, how complex the solution you are selling and how long the sales cycle is. Generally, you want to aim for around 1-3% for the B2B industry. Set targets and monitor this over time, taking note of the changes you have made and how they affect conversion rates over time.

Optimize for Mobile

With the increasing popularity of mobile devices, optimizing your landing pages for mobile is essential. This includes using a responsive design, ensuring that the text is easy to read, and using images and videos that are optimized for mobile.

A/B Testing

Use A/B testing to optimize your landing pages: A/B testing is a powerful tool for conversion rate optimization. You can determine which changes are most effective for improving conversions by testing different versions of your landing page.

Optimize for the Funnel

Use landing pages tailored to specific sales funnel stages: By creating landing pages tailored to particular stages of the sales funnel, you can increase the likelihood of conversions. For example, a landing page tailored to the sales funnel‘s awareness stage should provide a general overview of your product or service. In contrast, a landing page tailored to the decision stage of the sales funnel should give detailed information about your product or service.

Use Images & Video

Images and videos can be powerful tools for conversion rate optimization. They can be used to showcase your product or service, providing a visual representation of what you’re offering. They also help break up the page allowing users to absorb more information and improve time spent, all helping to drive a lower cost per lead/sale.

Improving conversion rates for B2B landing pages
Improving conversion rates for B2B landing pages


In conclusion, improving conversion rates for B2B landing pages requires a strategic approach, but it will undoubtedly make your paid media efforts across Linkedin, Google Ads and Programmatic advertising more effective. Simple math, doubling your conversion rate will make your paid media twice as efficient.

If you want an honest opinion on your landing pages speak to our programmatic experts, we’d love to help your business drive more sales!

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How to use PPC to inform your Link Building Strategy

How to use PPC to inform your Link Building Strategy

PPC (pay-per-click) advertising, such as Google ads, can be a valuable tool for informing your link-building strategy.

By analyzing the performance of your PPC campaigns, you can gain valuable insights into which keywords and pages are driving the most traffic and conversions.

Tapping into valuable insights from your paid media efforts is a great way to improve your SEO.

Guest Posting

PPC data can help you identify websites that are relevant to your industry and have a large audience. By guest posting on these websites, you can build links back to your website, which can help to improve your search engine rankings and improve your overall domain authority, which is a valuable metric that Google uses to define whether or not your site is worthy of appearing on the first page of the SERPs. Also, guest posting can help you build relationships with other website owners and influencers in your industry.

Digital PR

To maximize the bang for your marketing buck, make sure that PPC and PR work together in harmony. Analyzing data from your campaigns helps you identify which pages of your website are driving conversions – use this intelligence to craft outreach plans targeting media influencers such as journalists who will promote your content through digital channels!

How to use PPC to inform your Link Building Strategy
How to use PPC to inform your Link Building Strategy

The power of PPC keywords and phrases

Leveraging the power of PPC and link-building together can help you get a clear view on which keywords are driving the highest traffic levels and conversions. Analyzing your existing PPC data provides valuable insights in terms of what words have proved to be effective: use those same key phrases when building links for an even stronger SEO performance!

Identify your strongest pages

Unlock the power of PPC data to supercharge your link-building efforts! Identify which landing pages are delivering you the most conversions, and use that knowledge as a starting point for building links. Increase rankings on key pages to drive further traffic – and ultimately more conversion success – back to your website.

Low performing pages

Ok, what about the other way around now?

With PPC data, it’s possible to identify pages with underperforming metrics that still contain substantial promise. Whether the page requires more attention or further optimization, these insights can be invaluable in taking your site’s performance to new heights!

Ride the buzz wave

Leverage your pay per click data to uncover potential content ideas and capitalize on trending topics. Dive into campaigns that are performing above average and explore the associated keywords further‚ÄĒthis could inspire timely, relevant pieces of content tailored towards capturing audience attention.

Our London-based PPC agency is here to help you take your link-building strategy to the next level. Whether it’s an existing campaign in need of a boost or preparations for something brand new – our team of local experts is just one call away! Let us guide the way and ensure your projects meet their full potential.

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Growth Marketing Agency: Expert Consultants for Digital Growth

Growth Marketing Agency: Expert Consultants for Digital Growth

If you’re looking for help with digital marketing growth, engaging, and acquiring customers at scale, you’ve come to the right place.

Our agency of growth marketers has a team of experts who can assist you in all areas of paid marketing growth across big-hitting channels such as:

Facebook Ads, Google Ads / Paid Search, YouTube advertising, TikTok, Quora, Pinterest, and of course, programmatic display, native & video.

We power these platforms fueled with buyer research and a data-driven approach for improved performance marketing.

We help companies in a range of different industry verticals and varying sizes.

Our team of growth marketers will work with you to create a business growth plan that fits your unique needs and help accelerate growth, serving as the foundation to helping you scale with a strategic vision and a clear road map.

Expert Consultants for Digital Growth

Growth Marketing Platform built by Growth Marketers

We’ll work with proven marketing strategies, starting from the ground up and moving quickly towards success.

From building your foundation to launching your first campaign! We achieve tangible growth goals step-by-step with a relentless focus on testing, optimising, and retesting our process to find what works for you.

At Advant Technology, growth marketing is all about growing our clients’ businesses through customer acquisition, improved customer lifetime value and maximising customer retention.

Let’s talk about Growth Marketing

Fact, traditional marketing techniques don’t work as well anymore.

The same old tactics are just too limited. Sure, you might get some results with some paid search, a bit of SEO, and even some Facebook ads.

Returns are diminishing, though, and you’re probably not going to scale as much as you could.

Growth marketing, by contrast, is evidence-based. It focuses on being customer-centric, not company-centric. It’s about being strategic, first, not just tactical campaign driven. It’s more than just acquisition.

It’s also about looking at retention and up-selling, it’s a compound shift from opinion to evidence-based, and instead of having fixed annual plans, it’s about having an agile marketing operation.¬†

So what does this mean for your business, and how can we help you become a growth marketing-driven business?

Growth hackers are constantly testing new strategies to find the best ways of reaching their customers.

The growth marketing field is a constantly changing and evolving space. Our agency stays abreast of these changes to focus on your business.

As technology advances, so too does the sophistication of campaigns for brands looking to grow their customer base through experimentation with different content formats, platforms and content.

Using the most sophisticated marketing technology available, our growth marketers can track what content is seen by different user segments and when.

This allows them to create highly optimised strategies for each identified group of users, going down as far as an individual level with personalised messages tailored just right!

Marketers can craft highly personalised campaigns that reach users across multiple channels with deep personalisation. This enables them to follow the user’s own behavioral cues for optimal growth strategies that will be optimised based on what each person does individually instead of being one size fits all like traditional media.

The future of marketing is personalised, data-driven campaigns that engage your customers and build trust.

When marketing is done with an individualised approach, the cost of customer acquisition can be massively reduced. 

These success stories show how personalised campaigns lead to greater ROI for brands.

Hopefully, you are beginning to understand how growth marketing strategies can work for your business.

We are all about growth marketing!

It’s not just a catchy description; it’s what our company does every day to help companies achieve their goals and grow through the power of digital marketing tools.

The old model of agency-client relationships is broken.

We build close, long-term partnerships with each client so we can support your business objectives and adapt quickly to changes in the market. 

We fully immerse ourselves in success-driven tasks. 

We have found that by working with a small number of clients at once, we can invest all our energy into doing excellent work for each client. 

Our agency growth marketing team only handle a few accounts at a time. 

Our team becomes invested in the company’s business goals and their role within your marketing team; this helps create an internal dynamic that mimics an internal hire.¬†

We pride ourselves on making sure every engagement goes smoothly – from start to finish – and we’re always transparent with our clients.

We take great care in finding out which growth strategies work best for each client.

What makes our growth marketer team so successful is a deep understanding of your customers. 

We go beyond demographic data and focus on understanding the entire customer journey. We do that by looking at the buyer user journey and extracting as much customer data as possible. This then feeds into content marketing and paid media programs.

This is at the heart of growth hacking/growth marketing, and it’s what sets our agency apart from others in the space to accelerate growth.

How do we help you with your growth marketing strategy?

We know that to be successful, your company needs a strategy and the right tactics. That’s why we’ve created this blueprint for marketing performance services at scale!

  • Buyer Journey Research – Customer life cycle
  • Marketing Performance Strategy
  • Growth Media Planning and Performance Marketing
  • Customer & Internal stakeholder interviews
  • Digital channel strategy
  • Mar-tech advertising audit
  • Tool analysis
  • Consumer Data Management and Analytics
  • Mar-Tech & Advertising Operations
  • Digital Innovation

We hope this blueprint gives you a good idea of what’s possible and how our team can help you achieve your desired outcomes.

Benefits of our Growth Marketing Agency

What are the benefits of our Growth Marketing Agency?

  • Maximising relevance to your customers will improve customer engagement
  • Increase sales growth and maximise profitability
  • Lower business costs whilst streamlining business processes and lowering the reliability of resources
  • Improve customer experience
  • Increase trust among your target audience
  • Personalised messaging across the entire customer life cycle
  • Improve reputation among your target audience
  • Better content management and processes for content development that lead to more organic growth
  • Eliminate the silos between your channels so you can give customers a more consistent and connected experience
  • Target the best customers with your messages and offers for a great ROI
  • Utilise a holistic approach to optimisation that takes into account all of your digital properties.

If you are looking for a growth marketing agency that can provide the same level of service as a large, international agency but with the personal touch and attentiveness of a smaller company, please reach out to us! We would be happy to discuss your specific needs. Schedule a call today.

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Paid Social Agencies

Paid Social Agencies

Paid Social Agencies

A paid social media agency is responsible for executing paid advertising across social media platforms.

There are loads of digital marketing agencies on offer coming in all shapes and sizes, but which service offering is right for you? Which agency is going to fit in with your team?

Which social media marketing agency is going to return you the biggest impact and the most sales?

Social Media Platforms

Different social media platforms cater to different audiences, and each platform has unique data and unique algorithms that can be leveraged in your paid campaigns. A good paid social team agency worth it is salt will help you plan and buy on the right platform to maximize your brand awareness and generate sales. Let’s take a quick look at a few of the key social media advertising platforms that can be used in digital marketing campaigns.

Facebook Ads: With over two billion active users, Facebook is a powerhouse for paid social media advertising. The platform offers ad targeting options that go well beyond interests and demographics to include behaviours, life events, and even purchase intent! Facebook ad formats include traditional News Feed ads, carousel ads (which allow you to showcase several products or services in a single ad), video ads, and dynamic product ads. The Facebook analytics ad platform is also incredibly powerful, providing insights into not only how your ads are performing but also who is clicking on them, what they do when they get to your website or landing page, and more.

Instagram Ads:¬†Instagram has over one billion active users, and with its recent addition of Stories Ads and Shopping Tags, it’s quickly becoming a powerhouse for e-commerce businesses. The platform offers unique data targeting options that go well beyond interests and demographics to include behaviours, life events, and even purchase intent! To access Instagram advertising, you must use the Facebook Ads platform.

LinkedIn Ads:¬†With over 500 million users, LinkedIn is a great platform for B2B businesses looking to reach out to their target market. The social media ad options available on LinkedIn offer some of the most granular targeting capabilities, including job titles, company size, and even specific fields of study! LinkedIn ad formats include Sponsored Content (which appears in the main feed), Sponsored InMail (which is a direct message sent to a user’s inbox), and Text Ads (which are short, text-based ads that appear on the right side of the LinkedIn feed).

Twitter Ads: Twitter has 330 million active users and is a great platform for promoting brand awareness. The Twitter Ads platform works can also deliver sales but, generally speaking, is not as effective as Facebook. You can reach your target audience based on past tweets.

TikTok Ads:  TikTok, the short-form video app with over one billion active users, is a great platform for brands looking to reach a younger demographic. The ad options available on TikTok are limited but do include promoted videos and branded lenses.

Reddit Advertising: Reddit ads are often forgotten about, and many social media marketing strategies would therefore miss out on this highly effective in getting your brand in front of a relevant user base. With its highly engaged audience, Reddit ads are especially beneficial for eCommerce businesses looking to drive awareness and sales online. Reddit ad formats include sponsored links and promoted posts.

Pinterest Ads: Pinterest is an excellent platform for B2C brands looking to reach out to their target market with Pin-specific ad targeting options in which you can leverage keyword targeting, interest targeting, and more.

YouTube Ads: YouTube is the second largest search engine in the world and has over two billion active monthly users. YouTube advertising is one of the most effective ways to reach your target market with video content. YouTube has two main ad formats, Trueview (skippable) Рviewers can watch your videos uninterrupted, but they have the option to skip after five seconds. This format is often used with longer-form content or YouTube preroll ads (basically TV commercials) that can be 6 or 30 seconds long.

There we have a short summary of the channels that a paid social media agency is responsible for managing.

Raid Digital Media Agency

Six roles of a paid digital media agency

There are many roles that a paid social media agency will have to fulfil in order to get the best results for its client. Let’s take an overview of some of these roles below:

  • Social Media Optimization Specialist:¬†A specialist who works on optimizing content before it goes live on the chosen channels. They also work closely with developers and designers to ensure that the content is effective and engaging.
  • Targeting Specialist:¬†A specialist who works on finding the right target audience for the client’s product or service. They use a variety of methods to find these people, including social media listening, customer profiling, and more.
  • Data Analyst:¬†A specialist who looks at all of the data that is collected from the various social media channels. They use this data to create reports and insights that help the paid social media agency understand what is working and what isn’t.
  • Creative Director:¬†A specialist who oversees all of the creative elements of the campaign. This includes everything from the initial concept to the execution of the final ad.
  • Account Manager:¬†A specialist who manages the relationship between the paid social media agency and the client. They make sure that all of the objectives are being met and that the client is happy with the results.
  • Media Buyer:¬†A specialist who is responsible for buying advertising space on behalf of the client. They work with a variety of different publishers to get the best rates for the client.

Paid social agency

What is paid social agency?

A paid social agency is a business that specializes in promoting products and services on various platforms such as Facebook, Instagram, LinkedIn, etc. Social media agencies can help improve your company’s presence online by utilizing all the benefits of each platform to increase brand awareness and drive traffic to your website or landing page. By using a paid social agency, you don’t need to hire six different roles for your company.

If you are looking for a paid social agency, you can contact us here.

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Display banners Programmatic

Data-Driven Programmatic Display Advertising Agency for Brands

Data-Driven Programmatic Display Advertising Agency for Brands

We are a data-driven programmatic display advertising agency that can help you reach your target audience with accuracy.

With a deep understanding of your market, audience and competition from in-depth research into the latest technology (like Pinterest Programmatic) trends as well as our own expertise across industries, we help you reach more potential customers with display ads.

We’ll build out your campaign from the ground up across all display channels. We’re experts in finding creative ways to reach potential customers.

Display Platforms

Display Platforms

  • Google DV360 & Xandr
  • Google Ads – Google Display Network
  • Facebook Ads
  • Apple Search Ads
  • Taboola
  • Pinterest
  • Quora
  • LinkedIn

Display Advertising Case Studies

We have worked with many different clients to increase the number of impressions using Display Advertising. Here are two examples from Chelsea FC and Aegean Airlines. You can click on them to learn more about the campaigns. 

Chelsea FC Aegean AirlinesRead more on the page: programmatic agency

Benefits of Display Advertising

Advant’s technology-driven growth marketing solutions are designed to deliver measurable results with an unprecedented return on investment. Our innovative strategies underpinned by data, as well as creative and informed media buying, will ensure your display ads reach the right audience at just the perfect time!

We’re not just a display advertising agency.

We create engaging campaigns that get results for some of the best-known brands in the world across digital channels, and we’ve been doing that since 2014.

What Is Display Advertising?

Display advertising is a type of online advertising that comes in several ad formats, including display banner ads, video ads, native ads, Connected TV and programmatic audio Ads.

Programmatic Advertising Agency

Display advertisements can be bought through programmatic advertising technology called a Demand Side Platform (DSP). Ads are normally bought in real time and paid for on a CPM basis.

Programmatic Advertising Agency

Why Use Display Advertising?

There are many benefits of display advertising when used as part of an integrated marketing campaign.

Some of the key benefits include:

  • Reaching a large audience with your message
  • A cost-effective way to reach potential customers
  • Increase brand awareness and recall
  • Drive traffic to your website or landing page
  • Generate leads and sales

Build Brand Awareness

The journey to purchasing begins when you have first exposed the brand, and because display advertising has a high reach and excellent targeting, it is a useful tool for building that initial awareness.

The power of display ads can’t be overlooked. These innovative and creative formats help you reach new customers and build positive brand perceptions among consumers who see your advertisement on any device they use throughout the day – even if it’s not their computer!

The more visibility created, the better the recall rates for brands.

Reach Your Target Audience

With display advertising, brands can reach the right audience at scale with a range of ad formats that are relevant for every stage of your customer’s journey. The targeting capabilities of the display through programmatic are endless and go way beyond the Google Display Network (GDN), which is what most agencies use when running display campaigns.

Story Telling: Display advertising is a great way to tell your brand’s story and engage with customers in new and creative ways. Because there are so many different ad formats, you can really get creative with your display campaigns.

Rather than blending in with the other content on your site, display advertisements are designed to stand out and attract attention.

Adding animation allows you to tell a more complex story, which is great for B2B brands.

Display Retargeting Campaigns

Retargeting is one of the most effective uses of display advertising, and with our data-driven solutions, we can help you set up responsive display ads so that not only are you targeting the right audiences, you’re doing it with the right ads. Retargeting is great for moving users down the purchase funnel.

Display Formats our Agency Offers

Display Formats our Agency Offers

Banner Ads

The most common type of digital advertising that can be used to drive awareness and consideration with the highest reach across internet users. They have lower CPMs and are, therefore, great for use across the marketing funnel.

Video Ads

A fantastic way to create awareness, they are predominately used in the mid to upper funnel. Video is very powerful and can be used to tell a story (in 30 seconds or less) that engages viewers in an interactive way. We are experts in buying both instream and outstream and even offer video ads on a cost-per-completed view (CPCV).

Dynamic Display Ads

A great way to drive conversions as they are personalised for each user. They can be used as a retargeting tool or to increase brand awareness and consideration.

Native Ads

As the name suggests, these ads look very similar to the content that surrounds them on the publisher’s website, which can help to create a less intrusive experience.

Interactive Ads

Using specialist ad-serving technology to create ads that are highly engaging where users can fill out forms, play games and more, all inside the walls of a banner ad.

Audio Ads

A new, emerging ad format that enables brands to reach consumers through audio channels. Programmatic audio ads are generally non-clickable and are, thus, mostly a branding tool. They run across mobile apps such as Spotify, Deezer and Acast.

Connected TV Ads

The future of TV is here with the use of connected TV devices such as AppleTV, Amazon Firestick and Roku. CTV ads can be served across connected TV ads. 

Free Paid Media Review

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The Ultimate Guide to PPC Marketing – Increase Your ROI

The Ultimate Guide to PPC Marketing - Increase Your ROI

Pay Per Click (PPC) marketing is a great way to generate leads and increase your ROI. In our Ultimate Guide to PPC Marketing, we will discuss how PPC works, the different types of campaigns you can use, and what tools you need for success. We will also show you some tips on where to find quality keywords for your campaign!

This guide will introduce you to the main terms, definitions, platforms, technologies, and even techniques relating to PPC advertising. It really is everything you need to know about PPC.

Let’s start with the definitions of a few acronyms relating to PPC ad campaigns and SEM marketing. You can see there are many definitions to take in – but don’t worry, you will learn them as we go along!

We know there is a ton of content out there on the web, but most of it focuses on B2C marketing, so where possible, we’ve skewed the content to also be useful for B2B marketers/advertisers or even other agencies.

Marketing PPC

Search Engine Marketing (SEM)

When it comes to SEM, the term PPC is often used interchangeably with SEM. SEM is a broad term which can be split into two unique areas; paid advertising (PPC) and organic listings on search engines like DuckDuckgo or Google, of course. It’s probably how you found this article today. The better optimised your content, the higher your website will rank on search engine results pages. This digital marketing strategy falls within the practice of SEO (Search Engine Optimisation).

SEM includes both types of promotions, as well as all related marketing efforts. This means you will find SEM at every stage in the customer journey – from initial research to final purchase.

Search Engine Marketing is defined as a form of internet marketing that involves the promotion and sale of products or services on search engines.


CPC is defined as an acronym for ‘cost per click’. This term is used in SEM and PPC marketing as a metric to indicate the amount of money spent on an ad and the number of times that ad is clicked.


CPM –¬†Cost Per Mille¬†or cost per thousand impressions. This stat simply tells you how much it will cost for your ad to be displayed a thousand times. This is probably the most common stat used in PPC marketing as it enables you to compare the relative costs of running ad campaigns across different platforms.


ROI – return on investment, is a financial metric used to evaluate the efficiency and profitability of an investment. This term is also used in PPC marketing as a way for marketers to define the success or failure of their campaign and to understand if their investment is worthwhile.

Ad Rank

Ad Rank is defined as the rank of the ad in relation to other ads on search engines. This is determined by a combination of factors, including Quality Score and Bid amount.

Quality Score

‘Quality Score’ is the ranking system used by Google Ads and Microsoft Advertising (formerly Bing Ads) to determine which ads are more relevant than others when running a search campaign. This score is made up of several factors, including the relevance of your keywords, click-through rate and ad extensions that are relevant and working.

Ad Extensions

Ad extensions are tools provided by both Google Ads and Microsoft Advertising that enable you to add more information to your ads. This can include images, phone numbers and location information to help advertisers focus on what is most important about their business or product.

Ad extensions are optional enhancements for your ads. Most take up more space on the search results pages and make your ads more visible instantly.

Keyword Research

Keyword research is a vital part of PPC campaigns, and there are many tools on the market that will help you find the most appropriate keywords for your campaign.

Google Keyword Planner

The Google Adwords keyword planner is a very useful tool that will enable you to find keywords related directly to your product or service; you can even use your website as a starting point!

Google Trends

If you use Google trends, this is a great way to look for relevant new and emerging keywords over time.

Bing Ads Intelligence

Another useful tool which again enables you to find keywords related directly to your product or service. This is a tool provided by Bing; it’s a similar set of tools to that Google’s intelligence tools.

Maximum Bid

The maximum is the highest amount you are willing to pay for an ad click. This is an important factor when running a PPC campaign, and it will affect your overall Ad Rank.

Ad Group

An Ad Group in a PPC campaign is a collection of ads within your campaign. The ads within your ad group should be well-organised and related to each other. These ads work together to achieve maximum results.


A campaign in PPC advertising is defined as a collection of ad groups, and this allows you to track the performance of different ad groups.

Campaigns are usually organised around a certain theme, have distinct ad group names and set their own daily budget amounts.


Keywords are an integral part of any PPC campaign, and these are words or phrases that advertisers bid on within their ad groups. There are many tools on the market that will help you find relevant keywords to include in an ad campaign, but some have high costs, so your agency can help spread those costs.

When it comes to keyword advertising, above all, you need to ensure your keywords are relevant to the product or service you are selling. A good agency will ensure sufficient keyword research is done to use the right keywords before going live in order to achieve success with your campaign. This is all part of a PPC management service.

Landing Page

In PPC advertising, the landing page is defined as the page to which users are directed when they click on an ad.

Ad Text

The ad text in a PPC ad is the text that appears on your ads, usually under a headline. This will be seen by those searching for keywords related to your product or service.

Conversion Rate

Conversion rate is defined as the percentage of visitors to your site who complete a pre-defined action. A high conversion rate is vital for any PPC campaign, and there are a number of ways to improve the conversion rate of your landing pages.

ROAS (Return on Ad Spend)

ROAS is a calculation that takes into account the amount of money spent on your PPC campaign and divides it by how much revenue is generated from these campaigns to show you how much profit you have made from your PPC marketing campaign.

CPA (Cost Per Acquisition)

It is a calculation that takes into account the amount of money spent on your PPC campaign and divides it by how many customers you have acquired from these campaigns.

Average Position Rankings

Average Position Ranking can be found in your campaign reports. It is the average position that your ads have appeared on the search results pages. As you can see in the result below, there are several positions. Magidcx appears top, and a similar web appears bottom, so the average position ranking is a calculation of these positions.

Impression share

In PPC campaigns, impression share is defined as the percentage of times your ads appeared compared to the number of times they could have been shown. The higher your impression share, the more opportunity you’re given to appear in front of potential customers. It’s an important KPI in paid search ads. It can be found easily in your Google Ads reports. Impression share is influenced largely by budget and keyword relevance.

CTR – (Click-Through Rate)

CTR is defined as the number of times your ad has been clicked on, divided by how many impressions it has received. The higher your CTR, the more interested users are in what you have to offer, and this will lead to greater success for your paid search marketing.

Bid Strategy & Targeting

In PPC advertising, bid strategy refers to how you set up your bids. For example, you may want to bid higher at a particular time of day or on a certain device. This will align with your overall PPC strategy based on what you want to achieve (awareness, leads, sales etc.)

Campaign Budget

In PPC advertising, a campaign budget is the amount of money you want to spend on your ad campaigns within a specific time frame. In Google Ads, for example, you apply a daily campaign budget which is quite different to programmatic advertising through platforms such as Google DV360, where you apply a total budget.

Negative keywords

Negative keywords are simply words or phrases that you don’t want to be associated with your ad. These can be used to improve ad relevance and, therefore, the effectiveness of an ad campaign.

Google Analytics

A reporting platform that allows you to track the performance of your ad campaigns. This is free for all marketers, which makes it extremely popular.

There are other platforms that are finally making an impact in being the favoured choice for analytics, such as Oribi, which is great if you are an E-Commerce brand. For larger enterprise advertisers, take a look at Google Analytics 360 or Adobe Analytics, but these platforms are going to cost upwards of $150,000 a year.

Great, so we have a better idea of the key terms and acronyms that get thrown about by marketers and agencies. Now, let’s take a look at some of the most popular platforms.

Google Ads

You can’t talk about PPC marketing and not include Google Ads, formerly known as Adwords. This is the biggest paid search platform on the market, and it’s likely you’ll be using it to run your PPC ad campaign. There’s no doubt it has a place in your PPC marketing strategy, but the question you should be asking is, how do I make Google Ads work for me? There is so much competition, so you need to set up your Google Ads account with an effective advertising strategy that is well targeted.

Google Ads is a mega beast of a platform. Sure, it’s easy to get going, but doing it well isn’t actually that easy, and it takes years of experience in digital marketing knowledge to do well. We’re not saying that you couldn’t achieve success / ROI on your very first campaign, but if you operate in a competitive niche, there is a good chance your competitors will have a well-oiled set-up to make your life that bit harder.

With this being the biggest PPC platform in the world, we’re going to take a bit more of a deep dive.

How does Google Ads Work?

Google Ads is a pay-per-click advertising platform that allows businesses to create text, image and video ads which are shown on Google search and third-party websites. PPC Google Ads are usually text ads placed above organic search results after performing a search.

What’s great about search ads is that they are relevant to the user based on their intention at that moment. Intent-based marketing is important because not only is your ad placement to the right target audience but it’s also displayed at the right time.

When a user clicks on a search ad, the advertiser pays Google for the click. It’s that simple! Google Ads does also encompass other advertising types such as the Google Display Network and YouTube, but, as neither of these is PPC advertising, we won’t explore these any further in this guide.

Google Shopping Ads

Google shopping ads are a type of product listing that appear as paid listings on Google’s search results page and website pages where shopping comparison information is shown.

Product listing ads are a form of advertising in which businesses can promote their products or services to consumers by displaying them directly within the search engine results page (SERP) ‚Äď next to organic search results ‚Äď and Google’s advertising network where relevant.

Google Ads also offers Remarketing Ads, which is an excellent tool that allows advertisers to target users who have already visited their website or used their app. Users are then served ads across the web when they are browsing via the Google Display Network. Again this is not a form of PPC ad, so we won’t dwell on them right now. We will, however, look at other vendors who offer remarketing PPC ads.

Microsoft Advertising (Formerly Bing Ads)

Microsoft Advertising is normally a little bit cheaper than its Google counterpart in terms of CPC, but that’s counteracted by lower traffic levels. This is only a top-level comparison of Google and Microsoft Ads, and it’s still an effective PPC tool, but if we could only choose one platform to master, it would be Google Ads!

Facebook Ads

The Facebook marketing platform is also an absolute beast in the world of technology that is actually very hard to master and takes years of experience, which is why many businesses will use a paid social media marketing agency. Facebook Ads also includes ads served on Instagram and even across millions of sites globally through what it calls the ‘Meta (formerly Facebook) Audience Network’.

The Meta Audience Network is an ad network that lets you show ads on websites outside of Facebook through its pixel.

This advertising tech platform has the ability to reach specific audiences based on their demographics, interests and behaviours. This may include some kind of intent depending on the mighty, almost stalker-like, Facebook algorithm.

Facebook ads are very effective at targeting customers who have already shown an interest in your business which makes it a great tool if used correctly!

The platform offers many types of pricing, including CPV (cost per view) and CPC, which is why it has made it into our PPC Guide.

If you’re a B2B marketer, you may not instantly think of Facebook and Instagram, but at the end of the day, you’re advertising to people, and if your target audience is using Facebook and Instagram, then it has the potential to convert. Facebook Ads are not typically thought of as part of a B2B marketing or B2B lead gen strategy but don’t discount it. We’ve seen it perform really well, even for ABM (Account Based Marketing) campaigns! With the right targeted data, you can reach your target account list (TAL) even in the Metaverse!

Facebook is used for a mixture of brand awareness and performance campaigns where the objective is direct sales.

Want to learn more about social media ads?


Adroll focuses on retargeting ads – getting ads in front of people who have already visited your website. Adroll retargeting is also a great tool for remarketing across the web, so it’s definitely worth checking out if you’re interested in display advertising.

AdRoll isn’t just about displaying adverts on other websites. It can help B2B marketers generate leads with its advanced targeting capabilities, which allow them to reach their target audience more accurately than other platforms. The benefits are that they offer both cost per click (CPC) and cost per impression (CPM) campaigns, as well as reporting tools that will let you track the performance of all your paid social media ads by channel, like Facebook or Instagram etc.


Criteo is a competitor of Adroll and also focuses on display advertising and remarketing ads.

Criteo works with thousands of publishers to bring ads across the web and is a great platform for remarketing. Criteo charges only when ads are clicked, and the price you pay depends on many factors that are part of the Criteo proprietary advertising algorithm.

Criteo is also an effective pay-per-click service that uses its predictive technology to find the most likely customers for your business.

They have a self-serve platform, so you can get started without needing any assistance!


OutBrain is a native advertising network. They work with publishers like The New York Times, Rolling Stone and Men’s Health to place ads across different websites that are relevant to your target customers’ interests.

Outbrain is a great platform for reaching the top and mid-funnel potential customers, but they also offer retargeting ads, which may need further nurturing before they’re ready to buy! Outbrain offers a wide range of targeting capabilities, including content, audience and interests.

Unlike programmatic advertising through technologies like ShareThrough, you only pay on a CPC basis.


Taboola is a similar PPC platform to OutBrain. Taboola arguably appears on less premium inventory – more tabloid than high brow. Their advertising policies are less restrictive than OutBrain, and they allow landing pages to be eCommerce pages, whereas OutBriain’s advertising only allows you to advertise landing pages which are not eCommerce pages, so if you are an eCommerce brand wanting to use OutBrain, they’d only be good for advertising your blog page, for example.

Like OutBrain, Taboola offers a self-serve platform so you can get started without needing any assistance. For larger campaigns, they offer managed services, or you can use a native advertising media agency.

LinkedIn Ads

Linkedin Ads is a B2B social media ad platform that allows CPC bidding strategies.

It’s a great platform for B2B marketing because it allows you to target users by job title, company size and industry sector. This means that if your customers are all professional services-related businesses, then LinkedIn could be the way forward!

The LinkedIn Ads platform is quite easy to navigate, making it a great option for beginners who are just finding their feet with paid B2B advertising.

LinkedIn Ads offers a number of different campaign types and allows you to experiment with them. One of the campaign types is lead generation, where you can capture data from potential leads before nurturing them further down your sales funnel.

The platform is quite flexible, allowing for both automatic bidding as well as manual bids – which gives businesses complete control over their ads.

Pinterest Ads

Pinterest Ads offers you the ability to run PPC bidding.

Pinterest is a great platform for eCommerce brands wanting to drive traffic back to their sites.

What we particularly like about Pinterest is that it offers keyword targeting. Just like Google search ads, your ads will appear to audiences who have searched the keywords you enter at a campaign level.

Benefits of PPC Advertising

Benefits of PPC Advertising

Advertising has many different pricing models. We’ve discussed some already, CPM, CPA and CPC. PPC is similar to CPC, but PPC refers to the style and overall realm of advertising vs the actual cost per click you end up paying.

The important thing to note is you only pay when someone clicks on PPC advertising. CPM advertising, on the other hand, is where you pay per impression regardless of whether someone clicks your ad or not.

Therefore CPM has potentially greater risks because you could spend a lot of money, and no one ever clicks your ads. CPC is one step closer to your goal of driving a sale.

Let’s take a look at some other key benefits of PPC ads. Note these benefits are not mutually exclusive to PPC ads. They may also apply to other programmatic ads.

PPC ads are highly targeted

You have a choice of various targeting mechanisms, from audience traits such as interests to keyword targeting, ensuring your ads are as relevant as possible.

PPC ads are highly measurable

With the correct implementation of pixels on your site or app, you can track users right the way through from click to sale. Google Analytics integrates directly with Google Ads, making this process much easier. Just one of the ways Google makes its platforms easy to use and incredibly sticky. Facebook Analytics has caught up, though.

For further measurability, if you’re an app-based marketer, you’ll need proper app attribution from companies like Kochava and Appsflyer.

PPC can help your SEO

If you are running PPC campaigns on Google then this is great for your SEO because it means that the ads will be more visible to people searching.

PPC ads get found higher in search results than other channels, which means they’re getting greater visibility. If you can achieve a combo where you appear on top of the paid ads and on top of the organic SERPs, you’ll have the SEM equivalent of jab, jab, hook KO! Being top of both shows your audience that you are hyper-relevant and thus improves your overall CTR and reduces marketing spending.

Instant Results

You don’t have to wait for your website to be found via organic ranking, which can be a long and slow burn. PPC ads allow you to get going straight away, driving traffic to your site from targeted audiences in just a few hours if you want to.

Cost Effective PPC

If PPC is done well, it can yield excellent results. Some PPC platforms, such as Google Ads, are a must on any digital media plan, correction, or any media plan! The results are just so good that you have used Google Ads. It’s that power of ROI that keeps Google at the absolute top of the tree when it comes to PPC advertising.

It’s important to remember that PPC management does take work. It is by no means set and forget. You have to stay on top of it. Strong reporting tools and detailed real-time dashboards will help you visualise what’s happening. Google’s interface, for example, can be quite daunting at first, so we recommend getting an agency to help you visualise the data more easily so you can better see how your ads are performing against your KPIs. Tools such as Google Data Studio are great, but for larger advertisers, you may want to consider Tableau or similar.

Data, Machine Learning & Algorithms

Yes, Data, Machine Learning & Algorithms will help your ads perform better, so immerse yourself in all that data. Consider developing your own algorithms if you’re serious about PPC. These algorithms can then be imported on top of your campaign data and automate your bidding to make it more effective.

Data, Machine Learning & Algorithms

Setting up for success

Hang on in there; we’re not done yet. There’s still lots to learn; let’s take a look at how to set up a PPC campaign. How you end up building a campaign will ultimately depend on the final platform you choose; what platform you choose will depend on some of the basics.

1- Establish the Basics

With any marketing campaign, you want to establish your goals and the objectives for reaching those goals.

You want to establish first and foremost:

Who do you want to target?

How do you sell your products?

How do people buy what you’re selling?

How will you measure success?

How can you track offline activity?

What type of campaign do you want to run?

2- Goals & Objectives

An example of a goal might be:

To increase revenue by 20%

An example of an objective might be: Increase the number of new customers acquired through PPC campaigns by 40%.

Let’s look at some of the different types of campaigns you can run to reach your goals.

Brand Awareness

This type of campaign is aimed at getting your brand known among your target audience. Brand awareness campaigns can also aim to increase your KPIs, which might be ad recall or top-of-mind awareness. Whilst awareness is good, just because someone is aware of your product does not mean they are willing to buy it; therefore, as part of a branding campaign, you may also want to increase consideration and purchase intent, which is slightly further down the buyer journey funnel. Purchase intent is harder to achieve than funnel awareness. Video storytelling can be a good medium for purchase intent, but you won’t be able to buy video ads on a PPC basis; more common is pay-per-view.

Lead Generation

Lead gen campaigns are typical where you’re offering a service; industries include insurance, finances, insurance, accounting and law. These types of brands typically require contact information so they can send out more detailed content via emails such as whitepapers or additional offers.

Lead generation campaigns are all about collecting data from your target audience and building up profiles on those people so you’re ready to market to them again. This is a very common practice if you are a B2B marketer.

Direct sales/performance campaigns.

The goal is a direct sale, we’re getting into the weeds here, and you’re thinking, hold on, isn’t this always the goal? Well, yes, pretty much every campaign leads back to sales, but that isn’t always the objective. Direct sales campaigns are normally where the only metric that matters is ROI. ¬£10 in ad spend ¬£20 out in revenue. For example, you’re not bothered about your brand or leads, just sales! Performance campaigns are going to be most popular for E-commerce brands.

3- Choose a Campaign Format

Digital advertising encompasses many formats. Let’s take a look at them.

Display ads

Display Ads are banner ads in the form of html5 of images, they can be bought by some ad networks on a PPC basis, but mostly they are bought on a CPM via programmatic real-time bidding.

Search ads

Paid ads that show up when a user performs a search great for keyword targeting. Search ads can be run on Apple search, Bing, Google Ads and also Pinterest, among others.

Social media ads

Ads that appear on any social media platform, such as Facebook, Twitter and LinkedIn. Social media ads are typically image-based as opposed to just text which is more popular with search ads.

Google shopping ads

Google shopping ads are product listing ads that appear at the top of search results on Google with an image and description. This format is typically used for eCommerce brands and can be bought on a CPC basis.

Remarketing Ads

As we’ve established, some platforms are better than others at remarketing and specialise in just this one thing, but they do it well.

4- Perform Audience Research

You need to know your audience in-depth, and part of that is understanding what they are looking for or what they are searching for. So much of our behaviour nowadays is linked back to our search habits. From our search habits, marketers can infer so much data. Try the Google Keyword planner for free or upgrade to paid tools like SEM rush can give you keyword ideas based on an initial seed word.

Alternatively, turn to a specialist partner who can help properly asses the path to purchase / user journey and map out the different keywords that are relevant at the different stages of the buyer journey. Let us know if you’d like us to refer you.

5- Research Your Competitors

It’s crucial that you know who your competitors are before launching a campaign- just knowing the keywords they are bidding on and seeing what ads they’re running can give you a great head start.

If you already know your competitors it’s a good idea to set up alerts for any new or changed ads they are

Tools from SEM Rush can help you see what keywords they are bidding on and the estimated CPC for each, as well as their ad copy.

Watch what

-Keywords they are bidding on

-Headlines, the more competitive keywords will probably have stronger ad copy that you can learn from.

-Ads they are running

6- Set Up Analytics & Audience Tracking

Installing Google Analytics is an easy job, and there are loads of plugins, especially if you are using web tools from the likes of WordPress, Squarespace or even an E-commerce solution like Shopify or Bigcommerce.

7- Develop your Creative

If you did your job well in the audience research phase, you’ll know the motivations behind why someone would want to use or buy your product and, even before that, what kind of content is going to engage audiences.

Creative is so important. You can deliver an ad to the right person based on the target keywords you’ve to know the user is searching, but if the ad copy does not resonate with the user, they may not consider it to be relevant, and they’ll just scroll straight past your ad and result in wasted ad spend.

Having good ad copy will benefit your whole campaign and increase the quality score of your campaign. Quality score is crucial to keeping costs down and driving return on investment.

A well-written ad will use the right keywords, make it stand out visually and will even use the persona data that you’ve collected to be sure it’s relevant.

A few tips for excellent ad creative:

  1. Use powerful headlines. Above all, remember you are selling something, so don’t be afraid to be direct about it. Remember, you are selling something, so don’t be afraid to be direct about it when it comes to performance campaigns. For brand awareness campaigns you can be a bit softer and more emotive.
  2. Be concise – Remember your audience is human, too, so think like a consumer rather than just an advertiser. If you are selling a product that you would use or buy, then your audience will be more likely to also.
  3. Be relevant -Understand your audience and target market, be mindful of your audience and use language that is going to resonate with them.
  4. Be creative – Use a mix of images & video where possible.

ABT Always Be Testing

Chances are you won’t nail it the first time. A/B testing ads is the only way to find out what works for your target audience. Look at your reports and see which creatives are delivering the best ROI or which ads are hitting other metrics such as quality score, CTR etc. You can then use this information to inform your creative approach going forwards.

And remember ‚Äď just because you have a new winner, it doesn’t mean you should stop testing. PPC is a constant work in progress. Always be testing!

8- Campaign Set up

Once you have all the ingredients, you want to set up your campaigns. Be sure to keep the structure of the campaign well organised. If you are selling many products or you have a complex audience where you need many different messages, you need a taxonomy/ short code structure so you can easily see what each ad group is doing.

Here are some good tips you should follow when setting up campaigns:

Structure campaigns tailored to specific audiences allowing us to understand which audiences are best performing and where we see the biggest engagement

Audience groups Clear definition of audience targeting groups with a deep understanding of who you are addressing

Dynamic budgets Allow for flexibility

Use smart bidding and use AI where possible to gain a competitive advantage. 

Automation Automate simple tasks that will lower costs and increase KPIs

Clear insights having your campaigns clearly labelled and broken out allows you to see insights and better understand what’s driving sales and what should potentially be paused.

9- Reporting

Good reporting is the backbone of success in digital marketing, particularly when it comes to PPC advertising. Reports can help you track your campaign’s performance and make informed decisions on how to adapt in the future.

There are a variety of different reports available depending on which platform is used but no matter what platform you use pay close attention to Google Analytics to see which traffic source is driving traffic and sales.

PPC marketing takes time to learn, and whilst this guide is a good starter, it cannot replace years of knowledge in developing a digital advertising strategy. For that, you should be a knowledgable team or turn to an agency that is experienced. Sometimes the trade-off in fees paid to a paid media agency is worth it because, ultimately, their goal is to return a higher ROI than if you advertiser were to manage the campaign yourself.

Good luck with your next campaign and if you need help, we’d love to use our knowledge and experience in driving sales for your brand!

Free Paid Media Review

We are a world-class programmatic marketing agency that can generate more sales and leads for you. Leave your email address, we will contact you for your free paid media review.


Data Insights Agency Helps Brands Generate Growth through Paid Media

Data Insights Agency Helps Brands Generate Growth through Paid Media

At our data insights agency, we understand that performance marketing is the key to growth for any brand.

That’s why we focus exclusively on paid media performance campaigns. We use the latest data tools and techniques to help our clients achieve their desired results.

Whether you’re looking to increase website traffic, boost sales, or better understand your customers, we can help. Contact us today to learn more about how we can help you grow your organization!

Let’s start with the basics…

Data insight agency

We believe that data should be the driving force behind all decisions. As an agency, our job is to help you find ways of unlocking its power and making it work for your benefit both now and in future endeavours.

We use proprietary technology and a process-driven system that relies on big data to gain a deep understanding of your target audience.

Understanding the customer journey is key to success in an online world.

Data is essential to understand where your traffic, leads and sales come from and what the different journeys are for each platform customers use. All of this allows us to optimize to take actionable insights on how we spend marketing budgets with media partners/platforms so that you get the best possible ROI. 

Actionable Insights

Reams of data can be hard to understand and even harder to put into meaningful insights.

For larger organizations, it’s tough figuring out which arm is impacting the company. Our agency‘s involvement can help add clarity by helping you make sense of the data that will have an impact on your business growth. We help you avoid data overload so you can focus on your day-to-day tasks.

This skill and knowledge in handling data are what separates us as a growth marketing agency from other agencies. 


One way our agency team helps you to better understand the impact of performance campaigns is through our market-leading real-time reporting dashboards. 

Through hundreds of advertising campaigns over more than seven years, Advant Technology has first-hand data on what clients need in their campaign reports.

We’ve learnt that by being able to visualize relevant information in a clear, cohesive way, brands can use the data properly for value creation in a quick, efficient manner.¬†

This helps marketers spend less time reporting so they can focus on their product/service. It’s just one way we create value as a growth marketing agency.

Access Integrated Platform Data

GA4 implementation

Google Tag manager

Facebook Ads reporting

Google Data Studio Data Visualisation


Google DV360

Demand Side platform reporting – Display, video, native

Pinterest Ads reporting

Twitter Analytics

Quora Ads reporting

TikTok Ads reporting

Google Ads reporting

Campaign manager

Floodlight reporting

Search console reporting

Data Insight Intelligence

Buyer Persona research

User journey behaviour analysis

Measure ad effectiveness

Creative concept testing

Develop attribution modelling

Develop customer segmentation

Multivariate testing

Data-Driven Solutions Agency

Paid Media performance campaigns

Media Buying

Programmatic ad serving

Ad tech consultancy

Tracking & data integration

Bid management automation

Audience development

Marketing strategy development

Analyze site conversion rate optimization

If your brand needs an agency to help you grow rapidly and scale your digital marketing with fact-based decision-making, drop us a line only. Our services can help brands prepare to invest in a data-driven approach.

Free Paid Media Review

We are a world-class programmatic marketing agency that can generate more sales and leads for you. Leave your email address, we will contact you for your free paid media review.


International Digital Marketing Agency Services

International Digital Marketing Agency Services

Looking for a digital marketing agency that can help you with PPC, social media and programmatic advertising?

Look no further! At our agency Advant Technology, we specialise in helping clients achieve their paid media goals.

We understand the importance of building awareness and driving sales, and we are dedicated to helping our clients achieve these objectives.

What Makes Us Different From Other Digital Marketing Agencies?

A successful digital marketing agency needs to have a strong understanding of its client’s business, and this is why we develop a deep understanding before spending any digital budget.

Our digital marketing agency processes start with the

  • Goals and objectives are the starts of everything we do, and our advertising services are tailored to meet those.
  • Once we have the goals and objectives, we look at audience insights, a time when we can research and educate ourselves about your business.
  • Next comes the overarching strategy, which is a high-level plan that will help us allocate the correct resources to each activity.
  • This sets a framework for developing an efficient channel strategy where we look at which advertising platform will be best.
  • In some cases, we may need to look at a partner strategy, perhaps specific publishers whom we need to partner with in order to get special access to inventory or data.
  • Next comes the content production and media plan, which will outline all the content we will produce and where it will be placed.
  • Each platform is different, so we need to adapt creativity to the channel.
  • Next, we launch, and the program optimisation begins.
  • Continuous reporting is a big focus for our clients and us, giving them transparency about how their digital agency is spending its budget.
  • Finally, the program is reviewed, and further opportunities are identified for additional effective marketing solutions.

We’re committed not just to providing services but also to going above and beyond by offering dedicated support throughout all stages.

Our Digital Marketing Services

International Pay-Per-Click advertising (PPC)

The power of pay-per-click advertising lies in the fact that behind every search, there is some form or intent resulting in a channel which can deliver high conversion rates.

With our digital agency partner network, we can run PPC in virtually any language in any country more than translation we do transcreation. 

Advant Technology is able to improve your campaigns by carefully selecting keywords and target markets that will generate the most relevant high-converting traffic. 

We have a team of highly experienced professionals who specialise in setting up and managing international PPC campaigns. As a data-led team, we look at key performance indicators which we set at the start of the marketing strategy. Our expert team then report back with any changes needed to the digital strategy in order to deliver more effective marketing results.

For PPC marketing efforts, we use a combination of Google Ads and Bing.

Social media performance marketing

Social media is an integral part of any digital marketing strategy.

The goal of social media marketing is to build relationships with customers and followers across social media platforms such as Facebook, Instagram, Snapchat, LinkedIn, Pinterest and the ever-growing TikTok platform.

Paid social, on the other hand, needs to connect with customers on an emotional level, build brand awareness and ultimately drive more sales. A strong marketing agency worth their salt will choose the right social platform based on your goals, your industry, your market and your target audience.

The right social media agency is one that helps you understand your audience and their needs, not merely what they’re interested in. We know that each social media user interacts with the platform differently. That’s why we develop comprehensive buyer personas to inform our testing and optimisations, ultimately helping you grow your business.

So, what makes us one of the best social and digital marketing agencies? It’s our data-led approach.

Data lies at the heart of every industry-leading social media marketing strategy, and we have the team with the skill set to analyse data, find insights and use it to make decisions about developing a media plan that drives efficiency beyond other digital agencies.

Social Media Digital Strategists

Our team of digital strategists is always testing new ways to grow clients’ businesses. We have systems set up where we can run hundreds of tests and analyse results through visual dashboards to make the necessary optimisations and get the most out of our client’s online advertising budgets.

To get better results, our marketing agency tests audiences obsessively and experiments extensively with ad-creative. We utilise data-based campaign optimisations that are built out across multiple channels for growth.

Maintaining growth requires strategic planning, which our experts do every week on behalf of our clients, and we do this across many international markets.

To most, when you say social advertising, they think of Facebook, but there is more to social media advertising than just Facebook Ads.

You might think that once you start seeing results on your paid social campaigns, you should only focus only Facebook, but we like getting creative with the way in which we think about digital platforms to reach customers. We work together towards increasing touch-points across all major networks to increase scale & efficiency.

Programmatic advertising agency services

Beyond the major digital marketing solutions such as Google Ads and Facebook Ads lies programmatic advertising.

Most of the digital marketing campaigns we run for clients include some form of programmatic advertising, and it’s what separates us as a leading international digital marketing agency used by some of the world’s biggest brands as well as start-up/challengers.

Even some of the top digital marketing, creative and PR agencies outsource their programmatic but not Advant Technology. Our own account management and ad operations team run programmatic in-house. In fact, programmatic advertising is part of our DNA.

The truth is programmatic advertising is complex, and that’s why we are a white-label solution for some of the best award-winning agencies across the globe.

If you’re looking for a digital marketing company, make sure they offer programmatic advertising because programmatic advertising has many benefits, and it’s not just for big businesses. We’ve proven programmatic can also work for start-ups and smaller businesses too.

Programmatic works for B2B advertising as well as B2C.

Our programmatic advertising services include:

– Programmatic buying

– Programmatic media planning

– Programmatic creative

– Programmatic campaign execution

Some of the benefits of working with us for programmatic advertising include:

– Reach: Our programmatic advertising campaigns help you target specific audiences more efficiently and at a lower cost than traditional media buying.

– Transparency: We show you exactly how much you’re spending, where your ads are running, and who’s seeing them.

– Efficiency: Our automated buying means less wasted ad spending. AI and machine learning are used to improve efficiency further.

– Accountability: Because you can track your results, you can see what’s working and adjust your campaigns accordingly.

  • Retargeting: One of the unique benefits of programmatic advertising is that you can target previous website visitors with ads as they browse other websites.

Our approach in programmatic is the same as our other digital services, centred around our clients’ needs and always data-led.

Flexible, collaborative relationships

Marketing is constantly evolving, and so are the needs of both clients and agencies.

Clients need a partner who will keep them up-to-date with what’s happening in their industry while also providing guidance on how best to navigate it; our agency acts as this counsel.

The goal should always be identifying opportunities where you can expand your reach – whether through new strategies or reevaluating old ones.

Marketing campaigns are living, breathing organisms. They need constant supervision and attention if you want them to succeed!

One responsibility our agency takes on when working with clients is providing proactive, engaging account management throughout all stages, including planning/strategy development, execution and optimisation. It’s what we do for our clients. We think of ourselves very much as an extension of your team, and this is something our clients say to us.

Digital marketing services for any industry

Some of the industries we’ve worked in are Travel, Finance, Automotive, E-commerce, Technology etc.

Sector experience helps but at the heart of any effective marketing strategy lies a deep understanding of people, data and technology, and this is something Advant Technology excels in. We’ve probably got a bunch of case studies in your industry. Drop us a line if you’d like to learn more.

Global Digital Marketing Agency

Advant Technology is a global company. We originally were based in London but have now grown to include the United States and Andorra. What truly makes us global, though, is our remote team, who works across several continents and has the capacity to reach audiences across the globe with just a few clicks.

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Advant Technology: Display, Google and Facebook Retargeting Services

Advant Technology: Display, Google and Facebook Retargeting Services

Retargeting Services - Advant Technology
Retargeting Services – Advant Technology

Retargeting is a powerful tool that can be used to deliver ads to people who have visited your website but haven’t converted as such it is one of the most efficient targeting methods to help increase conversion rates.

Most people do not convert the first time they visit your site; therefore, bringing those users back to your site is crucial.

Discover the buyer’s journey

The buyer or Consumer Journey is a process that defines the steps customers take to purchase products and services. It considers different phases of decision making, from information gathering through evaluation and final purchase.

Remarketing campaigns aren’t just about throwing ads in front of website visitors who have already been to your site. It’s about understanding the consumers’ journey and providing relevant messaging at each stage, retargeting ads are a powerful tool for pushing customers down the funnel, but they must be used correctly if you want to maximise your advertising spend.

A well thought retargeting strategy delivers ads with the right frequency, and with the right message, for example, a product that the user viewed on your site the previous day. This is done with dynamic campaign optimisation, also known as dynamic retargeting.

Retargeting Agency Platforms

We specialise in retargeting services across programmatic display, Google Ads, Google Display Network and social media, including Facebook, Instagram, LinkedIn, Twitter, Pinterest, as well as Quora and Reddit Ads.

Yes, each of these platforms helps to reach past visitors, but which is best for your marketing strategy?

That’s where our team of planning and buying expert marketers will help choose the right retargeting platform that fits your ad spend budget.

Facebook Retargeting Campaigns

Facebook has a huge reach through its apps which include Instagram. With Facebook retargeting, you can target people who have visited your website or specific pages on your website. One of the benefits of Facebook retargeting is that it’s very easy to create custom audiences based on their interactions with you as a brand. For e-commerce brands, Facebook retargeting is a diamond that can shine bright for you!¬†

Google Ads Retargeting

Via Google Ads, you can build a Google Display Network remarketing campaign, which means you can retarget people who have visited your website or specific pages on it with a display ad format. The Google Display Network is extensive but not as extensive in reach as programmatic display retargeting. One advantage is that you can quickly share audiences from your PPC search ads, thus allowing you to make your PPC campaigns more effective.

Programmatic Display Retargeting

Programmatic advertising is one of the most sophisticated forms of digital advertising. With programmatic, you can retarget with many formats, including video ads, display ads, native ads and even audio ads. For even more sophisticated awareness-driven campaigns, you can even do cross-device Connected TV retargeting. As programmatic has such extensive reach, you can combine the retargeting ads with other forms of targeting such as site lists and audience lists to really narrow in on your target audience.

LinkedIn Retargeting

LinkedIn retargeting allows you to target your current and potential customers on the world’s largest professional network. You can retarget with text, image or video ads. LinkedIn has great for B2B brands.

Pinterest Retargeting

Pinterest retargeting ads are a little different to other social media platforms as it allows you to retarget people who have engaged with your pins as well as your site. Pinterest is unique because it’s a visual search engine, which can be great for retargeting as people are already interested in what you do via keywords.

Retargeting Services - Advant Technology
Retargeting Services – Advant Technology

Retargeting Campaigns Explained

B2B Retargeting

The B2B buyer journey is a much longer and much more complex sales cycle; therefore, to affect their decision-making, you will need multiple touchpoints with your audience. Retargeting ads work by helping to create a journey, keeping you top of mind, re-engaging users and bringing them back to content that will influence and build trust.

Cart Abandoners

When a potential customer leaves products in their cart without making a purchase, retargeting can be used as an effective way to bring them back to your website and complete the sale. Thus increasing sales and increasing conversion rates.

Dynamic Retargeting

Works by creating a retargeting campaign that’s tailored to each visitor based on the products they’ve viewed on your website. This is done by tracking user behaviour and then serving them ads related to the items they were looking at on your site. Dynamic remarketing is the most effective way to retarget website visitors as it provides a personalised experience that’s relevant to them.

Audience Segmentation Retargeting

Allows you to track users who have visited different parts of your site and then deliver a retargeted ad based on that audience behaviour. A  finance client of ours uses this method to tailor the retargeted based on the type of finance product they offer. The more tailored the message, the greater chance they will click your ad.

List Based Retargeting

This retargeting method uses email, name and telephone lists to target those who have given consent to be included in a remarketing campaign. Typically you can build these lists based on past purchasers.

Retargeting Effective Ad Strategies

There are many ways of approaching retargeting ads. It can be difficult to determine which one is best for your company or brand. That’s where we come in. With our years of experience in retargeting, we can help you choose the right platform and create a retargeting strategy that will help increase sales and conversions.

Retargeting reporting

Advant Technology offers live real-time dashboards so you can track all the data in one place. We also offer in-depth post-campaign analysis to help you understand which retargeting methods are the most effective for your business. We include all the metrics you need to make informed decisions about the effectiveness of your ad spend.

Remarketing Clients

Advant Technology has run hundreds of retargeting campaigns. Our retargeting clients come from a wide range of industries, including finance, travel, technology and more.

Frequently Asked Questions About Retargeting Strategies

What is retargeting?

Retargeting is a form of digital advertising that helps to reengage users who have previously visited your website. We do this by serving them ads related to the content they were looking at on your site.

How do we collect audiences for retargeting?

There are a few ways you can collect retargeting audiences. The most common way is by using tracking pixels. These are tiny pieces of code that you add to your website, which allow retargeting platforms to track users who have visited your site. We can also use app-based events and customer data lists as an alternative to pixel-based retargeting.

What is the difference between retargeting and remarketing?

Retargeting and remarketing are used interchangeably. They are the same thing.

How much does a retargeting campaign cost?

Retargeting budgets are often dependent on the size of the audience you want to retarget. The greater the audience size, the more money you will be able to spend on retargeting them, which is a good thing since you should see excellent returns on any effective retargeting campaigns.

Conversely, if your audience/site visitor count is small, so will the budget you can spend on retargeting that audience. So to answer this question, you’ll have to look at your audience size. On top of the media spending budget, there will also be agency fees for the management of the campaign.

Depending on the goals and objectives, your industry, size of audience etc., you should expect to pay somewhere in the region of around $0.50 to $2.50 per click on GDN, and you can expect to pay a similar amount for a Facebook retargeting campaign.

For serious marketers, generally speaking, you should look to spend around 10-30% of your overall digital budget on retargeting campaigns.

When should you use retargeting campaigns?

Retargeting should be used whenever you have a website visitor that you would like to reengage. For most businesses, this will be after they have left your website, but retargeting can also be used to target users who have engaged with you on other channels such as social media or email.

Benefits of Retargeting Ads

Improves customer engagement – When you retarget your customers with personalised ads across the web, they become more interested in what is being advertised. This prompts them to reengage, and this leads back towards improved customer engagement!

Boosts brand awareness – Retargeting helps build brand awareness by showing your ads to potential customers who have already been exposed to other parts of the site they visit. This creates more brand awareness for you by keeping your brand top of mind and showcasing more of what you have to offer. If brand awareness is the goal, use video retargeting.

Increases conversions – Retargeting ads have been proven to drive conversions for your brand. When a customer reengages with the ad, they will show more affinity and are much more likely to make a purchase. So, the conversion rate will increase due to this.

Enhances Customer Lifetime Value – Retargeting ads enhance customer lifetime value because once a person makes an initial purchase, you can retarget them with similar products that might interest him even more.

How to choose your next remarketing agency?

When choosing your next retargeting/remarketing agency, it is important to consider their experience and expertise in the field.

Also, be sure to ask about their retargeting methodology and what platforms they will use for your campaign.

Additionally, make sure that you have a good understanding of the budget you are willing to spend on retargeting and ask the agency what kind of results you can expect within that budget.

Discuss how they will report, how often and in what format.

Understand that retargeting is only one part of the overall purchase funnel. Having an expert in retargeting that is no good at prospecting won’t work, so make sure you also evaluate their full agency offering. You want to ensure the agency that is doing the mid to lower funnel is also doing the bottom of the funnel.

Can you run marketing and remarketing campaigns at the same time?

Yes, retargeting can be done in conjunction with other marketing campaigns. In fact, it’s often recommended to run retargeting campaigns simultaneously with other branding or lead generation initiatives.

What are some common retargeting myths?

When it comes to retarget, there are a lot of misconceptions out there. So, before we get into the details of how retargeting works and why you should be using it, let’s first dispel some of these myths.

Myth #01: Retargeting is only for big brands

Myth #02: Retargeting is only for e-commerce businesses

Myth #03: Retargeting is too expensive

Myth #04: retargeting doesn’t work

How should you optimise a retargeting campaign?

There are many factors/levers we can push and pull when it comes to optimising retargeting, which include.

  • Better or more micro-segmentation of audiences
  • Messaging
  • Creative new / different /fresher
  • Format – video, display, native, audio
  • Landing pages
  • Dynamic product optimisation
  • Split test audience exclusions
  • Creative size
  • Combine audience retargeting with other targeting methods, including geo, time of day, recency, bidding optimisation
  • Platform change
  • Bidding model from CPM to CPC or CPC to CPM

These are just a few optimisations that our team will look at, but there are many more strategies we can employ to get the most out of targeted ads. We. Know how to create retargeting ads that convert.

Advant Technology is a retargeting specialist. We offer retargeting services across programmatic display, Google Ads PPC and social media, including Facebook, Instagram & Pinterest. Our retargeting methodology is based on data-driven insights, which helps us to achieve optimal results for our clients. Contact us today to discuss your retargeting.

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Programmatic Agency London: Meet the Experts

Programmatic Agency London: Meet the Experts

Advant Technology is a programmatic advertising agency founded in 2014 and has quickly grown to be one of the most successful agencies in London, working with some of the world’s most sophisticated marketing teams globally.

Display Advertising Agency

We specialise in digital display, video, audio and native advertising, which means we buy ad space to help brands engage with their potential audience through paid ads that are served to consumers based on their browsing habits and other user behaviour.

We use the most effective technology tools to reach potential customers, such as Google Ads, DV360 and Xandr, allowing us to run on the Google Display Network across mobile devices and desktop devices.

As a global player in display marketing, our account management team will help you define your audience and develop a tailored display advertising strategy. 

Display Advertising 

The online advertising ecosystem started with the classic display ad, a banner ad in a simple JPEG image format. Today the digital space encompasses much more. 

Our programmatic display agency has access to many formats that help our clients generate brand awareness which include web banners, rich media such as skins and wallpaper, video including pre-roll and out-stream, native, connected TV, social, search and programmatic audio. 

London-Based Digital Marketing Agency

London is the leading digital marketing hub globally. It has a unique position where US companies wanting to enter Europe do so through London, and leading European companies take their first step through London. The result is the epicentre of digital marketing with access to the best ad-tech service providers. That talent and drive unique to London has laid the foundation for excellence in programmatic display advertising.

Target Audience

Your target audience is the foundation for launching a successful digital display advertising campaign. Advant Technology will help you determine who they are using a proprietary approach; this data is then translated into a custom strategy, ensuring we get the right message to your potential customers and advising you on how best to convert your website visitors.

Remarketing Display Advertising Services London 

We provide remarketing services to our clients; this means that even if someone has visited your website but hasn’t completed their purchase, you can target them again with the right message at just the right time. This will help increase conversions and improve ROI on display ad campaigns. 

Benefits of Display Advertising

There are many benefits to using display advertising as part of your marketing mix.

Some of these benefits include building brand awareness, increasing website traffic, generating leads and driving conversions.

What’s more, display advertising can be targeted at specific demographics (location, age, gender) or interests (travel, technology) so you can ensure your message is being sent to the right people.

Benchmarks That Matter

Online display advertising is complex, and it can be easy to get lost in the data. We simplify this by giving you access to market-leading dashboards. They are customised on a per-client basis. You can expect to see impressions, clicks, cost-per-click, conversions, CTR, viewability, time in view, completion rate, win rates and many other benchmarks. 

Display Advertising Campaigns

Frequently Asked Questions

What is a programmatic agency?

A programmatic agency is an advertising agency that specialises in programmatic display advertising. Programmatic display advertising is a form of digital advertising that uses software to buy ad space on websites and apps in real-time.

How much does programmatic cost?

Clients typically have a budget in mind; typically, we work with clients who are spending at least $5000/. £4000 a month on paid media. If you are already running paid search / PPC campaigns, programmatic advertising could help you extend your potential audience reach.

What are display advertising platforms?

Display advertising platforms are typically referred to as demand-side platforms or DSPs. They enable agencies to buy programmatic display campaigns through a complex infrastructure that connects advertising space from ad-funded publishers in genres such as news, entertainment and gaming mobile apps etc. to advertising buyers who buy the space through an auction that takes place in an ad exchange. 

Is Display Advertising Paid?

Yes, display advertising is paid, unlike organic marketing channels such as SEO. 

Do You Run Ads on the Google Display Network

Yes. Advant Technology has access to multiple DSPs, which allows us to run display advertising on a wide range of websites, including through the Google Display Network across all regions. We are also experts in other enterprise-level platforms such as Google DV360 and HAWK by Tabmo and Zeta. 

Benefits of a Display Advertising Agency

A programmatic agency’s main focus is planning and buying digital media. 

Agency Account Managers: Our agency account managers work closely with you to create a marketing plan that best suits your needs and budget and manage the campaign during its duration.

Digital Marketing: As a client-side marketing team, you have a lot on your plate. Our programmatic agency has a team of digital marketing experts who are able to run and analyse effective online ad campaigns for you, allowing you to focus on other areas of your business.

Data Targeting: We use data-driven targeting methods to target specific demographics, interests, and even locations with laser precision. We have access to partnerships and tried and tested methods to avoid unnecessary experimentation and wasted budget.

Campaign Management: Managing a digital marketing campaign can be a difficult task. For our programmatic agency, this is daily life. We monitor the performance of each ad for it to reach its full potential.

Data-Driven: Data-driven marketing techniques allow our advertisers to see what’s working and what isn’t, which means that they spend less, get more, and ultimately get a better ROI.

Reporting & Measurement Analytics: We offer detailed reports on all aspects of digital marketing campaigns so that our advertisers can track progress and see what needs to be improved upon.

ROI Tracking: We offer ROI tracking software to track site visitors and, importantly, how much money is made from online ad campaigns.

Multiple Channels: Our programmatic agency-managed service allows clients to advertise across various digital advertising channels, whether it’s Google ads search, display or social media advertising.

Creative Strategy: As a rich media agency, we have access to a wide range of creative agencies who will create the perfect ad campaign for your business or for simple banners; we can build the creative in-house.

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Guide Programmatic

The Complete Guide to Understanding Programmatic Digital Advertising‚Äč

The Complete Guide to Understanding Programmatic Digital Advertising

The world of online advertising is changing rapidly. There are new technologies that are emerging every day to give marketers more ways to target their potential customers through the buying of ad space.

One of the most well-known techniques is programmatic advertising, which uses technology to deliver ads automatically based on a number of different factors, including location, time, and browsing history.

If you’re not familiar with programmatic advertising yet, this guide will help you understand what it is and how it can benefit your business.

Digital marketing experts need to understand so many audience touch points. Buying advertising space is not as simple as it once was. The automated buying process of programmatic advertising is a response to this complexity.

Programmatic Advertising Explained

The first step in understanding programmatic marketing is learning about its definition – what exactly does “programmatic” mean?

To put it simply, programmatic means using automated software or algorithms to make decisions quickly and efficiently.

In digital advertising, programmatic means using technology to deliver ads automatically based on a number of different factors, including but not limited to location, time, and browsing history.

With programmatic marketing, you can reach out to individuals who are already interested in your product or service without having to pay for broad advertisements that may not necessarily be relevant to your target audience, aka in-market audiences. 

Programmatic advertising is a complex sub-section of digital advertising, which is why most programmatic ad spend is transacted by programmatic agencies.


What is a programmatic agency?

Since most programmatic is traded by agencies, let’s define what a programmatic agency is. They are normally responsible for the entire programmatic process on behalf of the advertiser. From planning programmatic advertising campaigns to strategy to trafficking and buying ad space, a good programmatic agency will take care of everything for you.

They should have a deep understanding of the different programmatic advertising technology platforms in the programmatic ecosystem so that they can offer you the best advice when it comes to your campaign goals.

Benefits of Programmatic Advertising for Businesses

Targeting potential customers using programmatic advertising is extremely efficient because it uses data to target the right individuals.

When executed correctly, programmatic advertising can lead to higher click-through rates (CTRs) and conversion rates, as well as increased brand awareness.

Programmatic ad buying benefits also include improved efficiency and automation, better creative optimization for performance based on data collection and analysis as well as more transparent reporting.

Who Should Use Programmatic Marketing? 

Programmatic media buying is ideal for advertisers who want to run targeted campaigns and reach their target audience quickly and efficiently.

However, it’s important to note that programmatic marketing is not a one-size-fits-all solution – it requires significant technical know-how in order to be executed properly.

If you’re not familiar with programmatic advertising or don’t have the resources to execute a programmatic campaign yourself, it’s best to leave it to the ad-buying experts. A good programmatic agency will be able to help you take advantage of all the benefits that programmatic advertising has to offer.

What are the main components of programmatic?

The next step in understanding how programmatic advertising works is learning about the main parts that make up this type of digital marketing:

  • A supply-side platform, or (SSP), is a technology platform that allows publishers to sell ad inventory directly to advertisers and agencies.
  • A demand-side platform (DSP) is a form of internet advertising technology that provides bid management systems for marketers to buy advertising inventory programmatically.
  • Ad exchanges are a platform for advertisers and publishers to interact with each other using real-time bidding. An ad exchange is responsible for the mediation of matching bids and requests as well as reporting on delivery statistics.
  • Real-time bidding (RTB) is a real-time auction system. In RTB, the highest bid wins and inventory is sold on an impression-by-impression basis as opposed to being sold in advance or through some other prearranged means of purchase.
  • Data management platforms (DMPs) are used by marketers to collect, organize and activate customer audience data. They allow for the activation of first party data (data that is collected directly from customers), as well as the buying and selling of third-party data.
  • Private exchanges are ad marketplaces made up of advertisers and publishers that operate independently from the open ad market. Using private exchanges, brands can select audiences they wish to reach using their own data.
  • Ad Servers are technology solutions that help to serve ads to web pages, mobile apps, and other digital media. They provide a way for ad agencies and advertisers to manage their advertising campaigns, as well as measure their effectiveness.
  • Programmatic direct enables marketers to buy media from publishers directly using technology.
  • Ad Tags are snippets of code that are placed on web pages that allow marketers to track the number of times an ad is viewed or clicked, as well as other interactions, they are served through an ad server.
  • Header bidding is a process that allows publishers to offer inventory to multiple ad exchanges simultaneously before making a call to their ad server. This improves the chances of getting the highest bid for the inventory.

What is an example of programmatic marketing?

Check out some of our work for many case studies and examples of programmatic ads.

Is Google Ads programmatic?

Programmatic is not just one system. It’s an umbrella term that describes many different types of systems, including but not limited to RTB (real time bidding). Google Ads is not an example of RTB, but it is a programmatic system. The Google Ad exchange is an example of an ad exchange its main competitor is Xandr.

Should I buy from an ad network?

Ad networks are still a big component of programmatic advertising, they group publisher inventory and instead of selling to media agencies directly, they offer their inventory into supply side platforms, which then sell that inventory into the programmatic advertising ecosystem.

What is the difference between programmatic and traditional advertising?

The main difference between programmatic and traditional digital marketing is the use of technology in programmatic to automate human tasks.

How are machine learning and artificial intelligence used in programmatic advertising?

Machine learning and artificial intelligence are used in programmatic advertising to optimize campaigns, target audiences, and personalize ads. They help to automate the decision-making process by making predictions about future events.

For example, they can predict whether or not a user is likely to click on an ad. Machine learning gathers data and “learns” from it, while artificial intelligence applies human-like cognitive functions to that data.

What are the popular programmatic advertising platforms?

Key programmatic technology platforms include:

Google DV360 – A DSP that is a part of the Google Marketing Platform.

Adobe Media Optimizer – A programmatic DSP that is a part of Adobe Advertising Cloud

Xandr – An ad tech company and marketplace that sells and buys ads programmatically on behalf of advertisers and publishers. It

Viant- A digital marketing platform that provides tools to create audiences, build targeted campaigns, use data management platforms (DMPs) to activate first party data.

Each programmatic technology has its advantages and disadvantages. When choosing a programmatic platform, make sure to review all of your options and consider your specific needs. A programmatic agency can help you choose the right technology partner.

What are the Main Formats of Programmatic Advertising

Digital Display Advertising – targeted ads that are delivered across many devices in the form of a banner or rich media ad. It is the prevalent form of programmatic advertising.

The benefits of display advertising are that it has a huge scale, and you can communicate a lot of information in s small space through multiple frames of your ad. Generally, you have up to 15s but make sure your ad is catchy so people notice it.

Video Advertising – ads that are delivered as pre-roll, mid-roll, or post-roll videos. The benefits of video advertising are that this creative format allows you to tell stories and create immersive experiences; it’s great for branding or awareness campaigns.

Native Advertising – a format of digital advertising that matches the form and function of the environment in which it is delivered. Also huge scale, it feels more natural to the user and makes it less likely to get into issues with ad blockers and banner blindness.

Connected TV Advertising – TV ads that are delivered across over-the-top (OTT) platforms, including Roku players and smart TVs. Connected TV has grown in popularity because it has a high reach because people spend so much time watching TV.

Digital Audio Advertising – a type of programmatic advertising that delivers audio ads to users through their phones, computers, or other devices. The ads can be delivered as pre-roll, mid-roll, or post-roll audio ads, or as banner ads that play audio. They are served in apps such as Spotify. Learn about all the benefits of Programmatic Audio Advertising.

Programmatic Digital Out of Home Advertising – a type of programmatic advertising that delivers digital ads to users through physical displays, such as billboards and transit shelters. It is a growing sector because it offers location-based targeting capabilities.

How do you Succeed with Programmatic Advertising?

Programmatic advertising is not a “set it and forget it” solution. In order to succeed with programmatic, you need to continuously optimize your campaigns.

This means regularly testing different targeting options, creatives, and bid strategies to find what works best for your business. You also need to ensure that your data is up-to-date and accurate.

Regularly cleaned and aligned customer data will help you achieve better results with programmatic advertising.

Expert knowledge in the digital advertising space will give you a head start, but even the savviest of digital advertising professionals will need to regularly test new strategies and tactics in order to keep up with changing algorithms, regulation changes, and market trends.

To make programmatic advertising work, you should keep a close on campaign analytics to measure their effectiveness and make changes when needed. Set up real-time dashboards, which will help you take action immediately when needed.

Keep an eye on programmatic ad fraud, which is bad for your business and the industry as a whole. You can protect your business from digital ad fraud by working with an ad fraud vendor who will be able to report fraudulent impressions and prevent you from bidding on potentially high-risk impressions.

Lastly, to keep up with the pace of programmatic advertising, you should have a dedicated team in place who can constantly review campaign performance and make changes quickly according to results or use an agency, like Quora Advertising Agency.


What is programmatic advertising in simple words?

Programmatic advertising is the use of technology to automatically deliver advertisements based on a number of different factors, including location, time, and browsing history.

What is direct programmatic advertising?

This is a type of programmatic advertising that allows buyers to purchase ads directly from publishers. It offers more transparency and control over the buying process, but it can also be more expensive than other types of programmatic advertising.

What is an ad exchange?

An ad exchange is a place where buyers and sellers can come together to find each other. It’s a marketplace for advertisers, publishers, and technology companies that work in the programmatic advertising space.

How much does programmatic advertising cost?

Programmatic buying costs will vary depending on the advertiser’s budget. So you can invest as little or as much as you want in a programmatic advertising platform.

What’s next for programmatic advertising?

Programmatic advertising is constantly evolving. The next steps for programmatic include more transparency and better controls for buyers, as well as the development of new technologies that will make the buying process even more efficient.

New formats will emerge, such as out-stream video developed just a few years ago, which will provide new opportunities for advertisers and publishers.

The industry will continue to face challenges from ad fraudsters who are always looking for new ways to exploit the system.

Consumer data and privacy is probably the biggest challenge that the industry will face in the years ahead.

Advertisers and publishers will need to find ways to use data responsibly while also protecting their customers’ privacy. All of these challenges make it an exciting time to be involved in programmatic advertising!

What is programmatic creative?

Programmatic creative is a term that refers to the use of technology to automatically create and serve ads. It can be used for everything from creating simple text-based ads to generating animated videos.

Programmatic creative makes it possible for advertisers to quickly and easily create and test multiple versions of an ad, which helps them find the most effective version faster.

So what exactly is the difference between RTB and programmatic?

Real-time bidding is a type of programmatic advertising that allows buyers to purchase ads through an auction system.

Programmatic is the term used for all types of automated buying, not just RTB.

So programmatic includes both RTB and non-RTB methods like programmatic direct, PMPs or programmatic guaranteed.

Want to learn more about programmatic media buying?

Check out our blog. We have tons of content to help you learn more about programmatic ads.

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Guide Native Programmatic

Getting Started With Programmatic Native Ads on DV360

Getting Started With Programmatic Native Ads on DV360

Programmatic strategies are constantly changing due to emerging formats, product features, and advancements in measurement and KPIs.

Lately, clients have been asking what strategies to consider for the short and long term. 

Today, we are sharing with you the top five strategies our very own programmatic managed service buyers are implementing right now.

What is Google DV360?

Google DV360 is a demand-side platform (DSP) and is part of the Google marketing platform (GMP). It’s an enterprise-level software different from Google ads.

“Google Display & Video 360,” also known as DV360, previously known as Doubleclick or Double Click, is a powerful technology from Google’s marketing platform (GMP). Through a single dashboard, it enables campaign management & media buying across several multimedia channels, such as native, audio, video, display, and CTV.

Google’s machine learning technology powers DV360. It lets marketers work together more easily across teams while maintaining control of their marketing investments, creating faster and smarter marketing.

This article will use DV360 as a reference when learning about an effective way of buying programmatic native ads on the internet across web publishers and apps. However, the principles also apply to other demand-side platforms such as MediaMath, Xandr and The Tradedesk. 

How do you run Google’s Native Ads on DV360?

There are several steps marketers need to follow before they can start running native ads via Google’s platform:

1. First, marketers need to create ads that meet the advertising specifications.

2. Second, marketers should create their first campaign via the DV360 dashboard.

3. Next, select the “Native” placement type for your ads.

4. Once that is done, set up your bids by adding daily or lifetime budgets or using automated, rule-based bidding to optimize ads delivery across different placements.

5. Select the duration of the campaign

6. Ensure you select all the right targeting options so your native ads are displayed to a relevant audience that is likely to purchase your product or service.

7. Select an appropriate bidding optimization. There are several types of bidding optimizations available in DV360. Refer to the following table for more details.

Bidding optimization options available in DV360.

  • CPM Bid Strategy: A bidding optimization that uses a cost-per-thousand impressions (CPM) bid.
  • Flat Bid Strategy: A flat bid strategy sets the maximum price per ad impression based on the total budget for all ads in an ad group or campaign.
  • Target CPA Bidding Strategy: bidding optimization uses a target cost-per-acquisition (CPA) bid.
  • Custom bid strategy is an automated bidding method in DV360 that optimizes the bids by considering various factors like campaign priority, time of day, device type etc. This custom bid strategy can enhance the overall performance of the campaigns. It can provide an edge over other competitors participating in the same auction. This is a data-led approach for advanced advertisers only.

8. The last step marketers need to take is to sit back and watch as Google’s platform takes over, serving your ads across the internet. The best part of running native ads on DV360.

DV360 Main Modules

There are five main modules on DV360. They include campaigns, audiences, creatives, inventory, and insights. Each of these modules plays a unique role and has its own management tools.

#1. Campaign

The campaign module is where advertisers create and also execute cross-channel media campaigns. You can create, monitor, optimize, and plan campaigns.

#2. Audiences

The audience module is where marketers can create and manage their audiences and maintain optimizations based on the reporting module across their campaigns. An experienced programmatic agency, advertiser or individual expert can set up audiences with Google’s tools in the audience module.

#3. Creative

Start creating native ads by uploading an image for your ad. Click on the “Create Native” button and upload an appropriate file or enter text manually using the editor provided below. You can create native ads by customizing both the title and description of your ad.

The format gallery also allows advertisers to browse and find innovative formats and templates to test custom solutions. You can use the campaign manager to host native creative.

#4. Inventory

An inventory module is where experts can discover and manage inventory from top publishers and broadcasters. This section offers the possibility to negotiate deals and explore opportunities in the marketplace.

Google’s DV360 native ads are exceptionally scalable. They are a mixture of remnant inventory and premium, which can be bought through PMPs, programmatic direct and programmatic guaranteed.¬†

#5. Insights

The insights module allows users to access all the information and metrics needed for their campaigns. Customizable features inside the insight panel allow experts to analyze performance and act on those results.

These are available in easy-to-visualize reports and interactive dashboards. With the new 360s query workspace, you’re able to instantly access all of the data and insights that you need to create superior ad campaigns and first-class user experiences.

We recommend using Google Data Studio, which has a direct connection with Google DV360, allowing you to visualize data quickly and faster, encouraging stakeholders to refer to the data and making informed decisions about campaign optimizations.

Can I run native ads via DV360 on programmatic direct?


Can I run native ads via DV360 on programmatic guaranteed?


Can I run native ads via DV360 via Real-Time-Bidding (RTB)?


List of the programmatic native ad exchanges?

1. Google Exchange

2. Open Exchange (Adhese)

3. Pubmatic 

4. MdotM (Mobfox)

5. Sovrn (Sovrn Holdings Inc.)

6. Smaato

7. Mopub

9. PubMatic

10. Nexage

11. Adyoulike

12. Teads

13. Sharethough

14. Triplelift

15. Taboola

16. MGID

17. OutBrain

What are the advertising specifications for Native ads on Google DV360?

Agencies and media buyers should refer to the following link.

What types of native campaigns can I run on the DSP DV360?

App install

App install ads are a great way to increase your app’s installs.

Traffic campaigns

Traffic ad campaigns are a great way to drive traffic to your website and increase conversions.

Native video

Ads are a great way to tell stories through the power of video.

Can Advant Technology help to run native ads for me?

Yes, this is our bread and butter. We have run hundreds of native ad campaigns and can run native ads on Google DV360 and potentially other native ad tech platforms depending on the objectives of your campaign and the KPI metrics you have set. 

If you don’t know the objectives and KPIs to look at, reach out to our team, and we can develop them in collaboration with you based on your business goals. If you want to run with a different DSP for whatever reason, we can facilitate this for you.

I’m interested in native ads. Does Advant Technology work with advertisers and agencies?

Yes, we work with advertisers directly or via many types of agencies, including

  1. SEO
  2. Creative
  3. Traditional Media Buying agencies / Offline Media Agencies
  4. PPC agencies
  5. Social media agencies
  6. PR agencies
  7. Full-service agencies
  8. Branding
  9. Influencer
  10. We even partner with other programmatic agencies


The possibilities for digital marketing are endless. What is your business goal? Do you want to generate more leads, convert more visitors into customers, or increase the average lifetime value of customers?

Getting started with programmatic native ads on DV360 isn’t so tasking once you know what it’s all about. However, delivering profitable advertising and returning a positive ROI with programmatic isn’t easy to do well.¬†

We hope this article was useful but if at the end of reading this you need help, consider hiring a marketing agency that allows you to obtain all of the value offered by DV360. You will be one step closer to delivering faster and smarter marketing campaigns.

Let our team of international media buying and planning experts help you deliver.

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How Are Online Ads Priced? Top 4 Advertising Models 

How Are Online Ads Priced? Top 4 Advertising Models

The world of advertising is changing. And in some ways, it’s becoming more complicated for advertisers and marketers to navigate.

So how are online ads priced? Read on, and we’ll explain the top 4 advertising models. You’ll learn that you don’t always need to buy on a CPC or CPM.¬†

By understanding the advertising pricing models better, you are able to negotiate with agencies and publishers to drive better advertising outcomes or apply new bidding strategies if you choose a self-serve ad tech platform such as Google Ads or Facebook Ads. 

Today, there are many online platforms, and with that come many digital advertising pricing models in buying advertising. 

Online advertising pricing models that you choose will depend on many factors, including your goals and objectives, the advertising platform, campaign objectives and your advertising budget.

Let’s begin with a quick introduction to various online advertising technologies. We start with formats and types of ads because different cost methods apply to different platforms/technologies.¬†

An introduction to the various types of online advertising:

As you’ll see later on, each model has its own benefits and drawbacks depending on the purpose for buying ads – be it traffic generation or branding. Here are a few channels you might need in your marketing mix.

Search Engine Marketing (SEM)

What is SEM? 

SEM refers to ads bought through search engine ad networks such as Google Adwords, Bing Ads, Yandex etc. These PPC (Pay Per Click) ads appear when users do specific keyword searches related to your business or products/services. 

For instance, if your company sells running shoes, you could bid on keywords like “running shoes” on Google.

When someone does a Google search for these keywords, your ad will appear along with other results. SEM ads are managed through the advertiser’s Google Adwords account.

Display Advertising

Display Ads are placed on dynamically-created web pages based via data-driven machine learning algorithms, mostly on publishers’ websites through programmatic ad exchanges, which are purchased via a DSP. The main difference between search engine marketing (SEM) and display advertising is that display advertisements are purchased on a CPM pricing model basis – cost per thousand views of your ad.

Programmatic display advertising is bought through real-time bidding across the open exchange and negotiated deals which are called private market places and programmatic guaranteed.

On the other hand, SEM campaigns are typically purchased on a CPC pricing model or PPC basis. There are several types of programmatic campaigns that fall within display ads, including banner ads, rich media ads, video pre-rolls, sliders etc. 

Most advertisers implement both SEM & Display strategies to achieve different goals like branding vs direct response goals.

Native Advertising

What is Native Advertising? 

Native advertising refers to a type of paid media where the ad experience follows the natural form and function of the user’s environment.¬†

In other words, native ads are designed and placed in a way that they blend in with their surroundings – much like how you’d expect regular content to appear on any given website or social media newsfeed.

You’ve probably seen examples of this in the form of promoted content on social media platforms like Facebook, Instagram or Twitter. Native ads are often paid for using a CPM pricing model in the programmatic world, but across social media and Google Ads, they are typically purchased on a CPC, Cost Per Click bidding model.¬†

Affiliate marketing

What is affiliate marketing? 

Affiliate marketing refers to an arrangement where one company (the publisher) promotes a product/service of another company (the advertiser) and receives a commission based on referrals or sales made by your audience. For example, you own a blog about gadgets selling cameras.

You could join the Amazon Associates affiliate network and promote Canon cameras on your site with links that track user behaviour through cookies. If someone buys something after clicking the link, you get paid for sending them to Amazon’s customer checkout page – like a percentage of their total purchase or a specific amount per item.

Mobile app campaigns

What is an app campaign? 

Similar to other forms of online advertising, app ads can be purchased through either search or display ad networks. One way to do this is through the Google Adwords and Apple Search Ads platforms (formerly known as iAD).

App campaigns are set up much like PPC (pay per click) ads, where you bid on keywords your target audience might use during a search query – such as “ios games”.

Advertising pricing models – Quick Look

Now that we understand a few formats and types of advertising campaigns, let’s take a look at the various advertising pricing models, which will really vary depending on the channel you are using. Given there are so many platforms, we’re focusing on the main social platforms and their respective bidding models.

  1. Google Adwords – pay per click (PPC) common in search ads
  2. Facebook Ads – CPM (cost per thousand or cost per mille), CPV Cost Per View model & CPC model
  3. YouTube Ads – CPM model & CPV
  4. LinkedIn Ads – CPM & CPC
  5. Twitter Ads – CPM, CPC
  6. Programmatic Display/video and native advertising – CPM
  7. Google’s Display Network – CPM
  8. TikTok – CPM & CPC
  9. Snapchat – CPM & CPC

Deep Dive – Online Ads Pricing

The main models can be broken down into

  1. Flat fee
  2. Cost per Click (CPC)
  3. Cost per Mille (CPM)
  4. Cost Per Action (CPA)
  5. Cost Per Acquisition (CPA)
  6. Cost Per Lead (CPL)
  7. Cost Per Download (CPI)
  8. Cost Per Install (CPI)

Flat Fee (FF)

The flat fee is a time-based model and one of the most basic. Relating solely to the time the ad is active, whether that’s a day, week, or month, the advertiser is charged a flat rate for this period.

Deeper info on the user, such as statistics, impressions, or general user actions, is not included. This makes it one of the cheaper options but also less thorough. 

The benefit is that if you’re concerned about budget, all the costs are known upfront, so you don’t risk running over.¬†

You would only ever use a flat-fee pricing model based on time if you are working directly with a very small publisher, this type of business model was prevalent in the early days of advertising, and we have moved to different pricing models today.

 Cost-Per-Click (CPC)

Cost-per-click (CPC) is a quantity-based model that is common with sponsored social media and display ads on web pages and Google ads. It’s regarded as one of the most popular and cost-effective forms of advertising.¬†

With this format, the advertiser is only charged per click, which saves money being wasted on showing ads to an uninterested audience. Also, clicks can be a useful measure of ad yield as they can reveal the number of potentially interested users. 

The drawbacks for advertisers are that keywords are becoming more expensive, and clicks do not guarantee action. A click might have been accidental, or the user might have left the ad in seconds and not interacted how you wanted them to.

Unlike FF ads, the costs can fluctuate depending on the number of clicks generated, so the upfront price won’t be as predictable. And depending on the average cost, ads will only be shown to users that are expected to click.

The average CPC will vary based on many factors, such as target audience location and industry. But one of the main factors is the quality score that Google Adwords and Facebook give to all advertisers, and it affects how much you’ll be charged for your clicks.¬†¬†

Cost-Per-Thousand/Mile (CPM)

Cost-per-thousand (CPM) is most common for video and display advertising, especially in programmatic advertising. A flat rate is set for every 1000 views, which is often effective for direct sales, as well as brand and product awareness campaigns. 

Like with the FF model, the cost is known upfront and can be set within a budget relative to the cost per 1000 views.

The bad thing for advertisers is that it’s not based on clicks, so there’s no guarantee any action was taken from the ad as this user behaviour is not measured. This means you’re paying for impressions over clicks, which might not be for everyone.¬†

How do you calculate the cost of CPM ads?

CPM = 1000 * cost / impressions or try this handy calculator.

Cost-Per-Action (CPA)

Cost-per-action (CPA) is a performance-based model that is the safest for the advertiser, with the cost only coming when an action is taken, meaning no bad leads. These are more specific than CPL and can be reliant on things like a purchase or service sign-up. 

CPA is great for those looking for quick purchases, in particular, helping industries such as financial services, insurance, and professional services that have a high purchase barrier. 

Like the other models, which look at user behaviour, the price is not set beforehand, so a more open budget would be needed. 

CPA can be broken down into further categories, which we’ll jump into now. The top 3 include:

Cost-Per-Lead (CPL)

The price is based on the user filling out online forms, usually with personal data. The cost of this can increase depending on the complexity of the form. This is a very common approach in B2B advertising.

Cost-Per-Sale (CPS)

This type often has the highest prices as it’s used by large online retailers and requires the purchase of a product or service. This is common in affiliate advertising.

Cost-per-Download (CPD)

The cost is based on a user downloading specific material or downloading an app.

Cost-per-Install (CPI)

The cost is based on a user downloading an app and installing it, and then opening it.

Hybrid pricing models:

Hybrid models offer an even more tailored model. With so many models to choose from, the above models are not set in stone, and you have the choice to blend them if you can. 

Great stuff! 

You’re starting to learn a little more about the process by which ads are priced.

Marketing / Advertising Agency

¬†If you are reading this article, it’s likely because you are still learning about digital advertising.¬†

If that’s the case, you perhaps should consider working with an agency.

If you decide to work with a digital marketing/programmatic agency, you should expect that they will guide you as to the best way of buying online advertising and which pricing model you should use to lower advertising costs and increase your return on investment (ROI). 

A programmatic agency will take on the full management of this process, so you, the advertiser, can focus on other aspects of their business while the agency does its job to ensure that adverts are shown to potential customers at the right time and you don’t get bogged down in a million different ad formats furthermore trying to figure out which pricing model is best for you.¬†

So, what’s the best model of online advertising for me and my campaign?

Depending on which site, audience, and style of campaign you’re looking for, each model has its pros and cons.

If you’re still not sure which one is for you, Advant Technology can help.

We’ve run hundreds of video and display campaigns on various pricing models to get our clients more bang for their buck. So. if you want to run a campaign with any of the common pricing models discussed in this blog post, reach out!

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What is a Destination Marketing Organisation?

What is a Destination Marketing Organisation?

Advant Technology has worked with many DMO advertising campaigns over the years, helping to create awareness and drive profitable footfall to specific locations within a destination. 

As Advant Technology works extensively in the tourism marketing and advertising sector, we felt it pertinent to define precisely;

What is a Destination Marketing Organisation? AKA a DMO.

The destination stakeholders represent the connection between individual suppliers and consumers of tourism services. This group comprises private, public, and non-governmental organisations that play an active role within the ecosystem, either as suppliers or consumers.

A destination marketing organisation (or DMO) is responsible for promoting its location to potential visitors, including marketing the location’s goods and services. They are tasked with providing all promotions of their location to facilitate profitable tourism.¬†

A DMO may be a non-governmental organisation (NGO) or a Governmental Organisation, company, or association interested in promoting its location. It can include anything from small towns to entire countries. 

Depending on jurisdiction and legal issues, they may focus solely on marketing within one country or internationally and, therefore, market to the whole world.

Destination Marketing Organizations (DMOs) offer services such as:

  • Destination management;
  • Promotion;
  • Visitor information and more!

There are many different types of DMOs, including:

  1. National DMOs;
  2. Regional DMOs;
  3. Destination Marketing Associations (DMA);
  4. International associations and more!

Some advantages of having an effective destination management organisation are listed below: 

  • A destination’s competitiveness and attractiveness come from effective, sustainable strategies and are based upon a balance of interests of all stakeholders inside the tourist destination.¬†
  • Achieving consistency: An effective DMO has ownership and responsibility to coordinate among public and private stakeholders at the international, regional, national and local levels that ensure consistency.
  • Sustainability Destination activities and initiatives that are not well-managed may lead to irreversible loss of resources and customer loyalty, damage the destination’s image and reputation and create obstacles for future development. Thus, an effective DMO would work towards sustainably managing those issues.
  • The Tourism Marketing & Promotion Division is responsible for implementing all provincial tourism marketing and promotional activities to facilitate profitable tourism.
  • The Tourism Marketing & Promotion Division supports the Destination DMOs in developing, managing, promoting and evaluating their respective Tourism products.¬†
  • Building a tourism culture in the destination: Tourism marketing and promotion helps to build an awareness of the destination’s attractions, services and experiences by key markets-locally, nationally and internationally. The destination marketing organisation acts as a point of contact for international tourism organisations.¬†
  • Establishing effective partnerships: The effective implementation of tourism activities can only be achieved through collaboration between all stakeholders in the destination.
  • Limiting the impact of overtourism: Tourism marketing and promotion can help lead visitors away from overcrowded sites, reduce traffic congestion and provide more options for visitors.
  • Building strong brand identity: A destination’s brand can attract and retain visitors by providing a clear and consistent message about the destination. A strong brand identity helps build loyalty among visitors while increasing their overall satisfaction with the experience.
  • Destination branding: Destination branding is creating an image or style that identifies a place in the minds of target markets (visitors, potential visitors and opinion leaders) and differentiates it from the competition. Destination branding is essential in destinations with similar product offerings to their neighbours.


The benefits that a destination marketing organisation can bring to a destination are numerous and often include limiting the impacts of overtourism, building a solid brand identity and establishing effective partnerships. Destination marketing organisations work diligently to facilitate profitable tourism for their respective destinations.

If you are a DMO and want to learn about promoting your brand through engaging content delivered to tailored audiences, reach out to our team, and we can help you plan an effective and measurable campaign.


Digital Marketing Tourism Agency

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Case Studies Display banners Native Programmatic Video Advertising

Gerard: Native, Display And Programmatic Video Ads


Native, display and video

Gerard Roofing: Targeted Awareness Through Native, Display

We’ve had the pleasure of working with Hungarian roof manufacturers, Gerard, for many years. The work we do together is mostly focused on raising awareness for their products among untapped audiences through native, display and video advertising.


As a roofing manufacturer, Gerard’s target audience is broad and could apply to any homeowner but the timing of when you may make a purchase makes the audience niche, not everyone will be in the market for a new roof in the near future. We’ve been using display banners, native and video formats to raise awareness among users currently in the market for a new roof.

Our team uses contextual targeting to reach out to untapped audiences through display banners. The list of publishers is typically pre-set and targets people aged 30-64 currently constructing or renovating their homes. A typical campaign gets well over 1m impressions through whitelisted premium publishers.

To us, client retention is the biggest proof of success and something we’re incredibly proud to say we’re smashing! We’ve been managing Gerard’s campaigns since we were just one year old (back in 2016), and look forward to many more years of collaboration together.

Check out our case studies from some of our other long-standing clients including Austrotherm.

You might also be interested in

Advant Technoloy at Cannes Lions 2022, Nice

Advant Technoloy at Cannes Lions 2022

Cannes Lions Festival is one of the biggest events in the advertising and media industry. Every year, professionals from all over the world come to Cannes to network, learn, and be inspired.

The festival is a great opportunity to see the latest work from the world’s best ad agencies and meet with industry leaders.

Advant Technology at Cannes Lions 2022: Highlights from Nice

If you’re in the advertising or media industry, Cannes Lions is definitely an event you don’t want to miss!

This year Advant Technology is looking to establish new relationships with independent agencies in the following sectors

  • PR
  • Digital Marketing
  • Branding
  • Media
  • Influencer

We’re also interested in meeting with companies that provide innovative marketing solutions. So if you think your company has what it takes to partner with Advant Technology, we’d love to hear from you!


New to Advant Technology?

est. 2014, Advant Technology has been using programmatic technology to manage paid media ad
campaigns across display, video and native advertising to generate awareness, sales or leads and a
positive ROI for our clients and agency partners.

Having spent millions of dollars in programmatic since 2014 across hundreds of campaigns and multiple verticals we’ve become masters at programmatic execution. Trusted by agencies across the globe.

You can see some of the brands we have worked with and our services here.


Ready for advertising that really works? Take advantage of our FREE programmatic or paid social review.