DSP advertising skills and precautions!

1. Advertising skills

When collecting knowledge about Internet advertising or placing Internet advertisements, we often come across some abbreviations, such as DSP , SSP, etc. So what does DSP mean? What are the techniques for DSP advertising ?

DSP meaning:

DSP, which stands for Demand-Side Platform in English, means demand-side platform. It is a comprehensive management platform provided for advertisers and agencies, which manages multiple online advertising and data accounts through the same platform interface. This concept originated in Europe and the United States, where online advertising is well developed.

By using DSP, advertisers can conduct real-time bidding (RTB Real-Time Bidding) for online ads on the ad exchange platform (Ad Exchange), set key performance indicators such as CPC (Cost Per Click) and CPA (Cost Per Action), and make rational pricing.

DSP advertising skills:

1. Choose a reliable supplier

After deciding to do DSP advertising, companies generally consider whether to form their own team or find a third-party service provider to do it. The team of a reliable DSP service provider generally has rich practical experience, and will provide accounts for customers to view and provide data reports regularly. Small businesses can save on human resource costs, and large businesses can reduce trial and error costs in the initial stages of investment. The one I would recommend here is Qinggua Media, a relatively mature DSP team in China. Qinggua Media has two DSP platforms, one is Qinggua Smart Investment and the other is Qinggua Smart Promotion . These two platforms have done a good job of sorting out different traffic. If you need suitable products, you can choose Qinggua Media’s official staff for specific consultation. The overall operation effect is quite powerful.

2. Spend enough time and continuously optimize

If the delivery time is too short and not optimized to a reasonable enough level, it will be difficult to achieve the desired effect.

3. Check data reports regularly

DSP advertising platforms can generally provide advertisers with timely and comprehensive data reports, including spending, frequency, effects, order status, etc. After advertisers place DSP ads, they can check reports regularly to adjust the scope of placement in a timely manner and effectively control the budget.

4. Do not use DSP advertising as a channel

Although DSP advertising is more accurate, it is definitely not the channel that should be used for advertising. Nowadays, there are various online and offline advertising. Advertisers must understand the characteristics of each advertising channel, make effective budget allocation, and use various combinations to maximize advertising effects.

Which industries are suitable for DSP advertising?

The accuracy of DSP advertising has been greatly improved. DSP advertising is suitable for almost all industries and can bring good benefits to business owners. In particular:

1. For companies with products or services with a smaller audience, such as 2B, DSP advertising can help such companies achieve both precise positioning and traffic promotion.

2. Projects with high conversion value for individual users, such as education, games, or travel, can have high profits that can offset the higher unit conversion cost of DSP.

2. Precautions

(1) What industries are suitable for DSP advertising?

DSP uses real-time bidding to purchase display ads. Advertisers can decide whether to bid for the ad display and set bids based on the data provided by the ad exchange, including the website and region where the visitor comes from. Since DSP can significantly improve the accuracy of delivery, it provides advertisers with a cross-media, cross-platform, and cross-terminal advertising delivery platform, achieves audience-based precise delivery through data integration and analysis, and continuously optimizes through real-time monitoring. Therefore, all industries that pursue real advertising effects are suitable for DSP.

(2) If my DSP delivery is not ideal, what might be the reason for the error?

There are many aspects involved, which are similar to the possible reasons why PPC delivery results are not ideal.

1. First of all, maybe your advertising time is still too short and has not been optimized to a reasonable enough level. Because DSP delivery requires the accumulation of a certain population and cookie matching. The longer the time, the better the effect.

2. Secondly, there may be a problem with your delivery positioning. Your choices of audience, interests, preferences, etc. deviate from the target audience of your website. You need a professional data analyst to tailor an effective delivery strategy for your business.

3. Or it may be because you have not installed the tracking code on your ad or website. DSP needs a large amount of data to calculate the bidding price for each ad display. In the process, there are hundreds or thousands of factors involved, such as website type, ad size, shape, user characteristics, etc. Without sufficient data, DSP cannot achieve the best optimization effect. Therefore, try to arrange the agent code completely while ensuring data security!

4. It is also possible that the publisher resources that the DSP service provider can provide do not match your advertising audience.

5. Or maybe it’s because of the simplest reason: your creative form is not moving enough. This point may seem simple, but it is actually the most important and worthy of attention.

(3) Is there a minimum budget requirement for DSP advertising?

Theoretically, the DSP advertising budget can be set to zero. However, in order to achieve a certain effect, you do need to invest a certain budget, such as 1,000 RMB, to conduct initial tests and then make adjustments based on the results. Similar to PPC advertising, DSP advertising will become more and more effective as it is continuously optimized. Therefore, budget investment is necessary.

(4) What is the difference between DSP advertising and general display advertising?

On a technical level, the biggest difference of DSP is that all ads are purchased through “real-time bidding”. Simply put, if you want to display an ad in front of user A, and another advertiser happens to also target user A, then you actually need to "bid". You may bid 0.05 yuan for this display, while another advertiser may bid 0.04 yuan. Then your ad will be displayed, and the fee you need to pay is usually not 0.05 yuan, but a price slightly higher than the second bid. For example, if it is 0.001 yuan higher, in this example, the actual price you need to pay for this display may be 0.041 yuan.

However, for advertisers, the biggest breakthrough of DSP is to allow advertisers to purchase "audiences". In other words, advertisers will be able to make the following delivery requirements: "Women aged 25-34, living in Asia, have a strong interest in luxury fashion clothing, have made online purchases in the past two months, and are currently paying attention to the 2012 spring/summer products." By placing advertisements through DSP, advertisers no longer need to consider advertising channels and locations, because through DSP your advertisements will be accurately displayed in front of your target customers.

(5) What is the difference between an ad exchange and an ad network?

Ad exchanges and ad networks can also be simply understood as trading markets that aggregate many media websites (publishers) and advertisers, but there are big differences between them. Please see their definitions:

Advertising exchange, also known as "Ad Exchange" in English, is a large-scale trading platform that brings together traffic from various media. It is a trading venue for DSP to achieve precise audience purchases. Advertisement exchanges are divided into open and closed types. Closed ad exchanges are also called private ad exchanges (Private Ad Exchange). The main difference between the two is that closed platforms are based on the advertising resources of a media or an advertising network, and have greater control over the entire advertising delivery process. It is a model between ad exchanges and SSPs.

Advertising network, whose full English name is "AdNetwork", buys out and aggregates a variety of display advertising network media advertising resources, including large media resources and some small and medium-sized media resources, to help advertisers achieve accurate and flexible media delivery.

As the number of website media has multiplied and fragmented, advertising networks mainly sell a large amount of surplus advertising space for large portals, or aggregate many small websites and sell advertising space for them. Advertising transactions involve three parties, including media sites (sellers), advertising networks (intermediaries) and advertisers (buyers). During the advertising network delivery process, even if the results are not as ideal as expected, there is no way to change them at any time, resulting in a waste of budget.

(6) Can advertisers only place DSP ads?

Although ads delivered through DSPs outperform regular display ads, DSPs are definitely not the only channel you should be targeting. Advertisers must understand the characteristics of each advertising channel and the interactions between them, and make effective budget allocations in order to expand audience coverage, improve positioning accuracy, and maximize advertising effectiveness.

(7) What advertising trading platforms are there in China now?

The main advertising trading platforms in China now include Google DoubleClick, Taobao Tanx, Baidu, Tencent, Sina, and Chukong Leyou.

(8) What are the differences between them?

Trading platforms that focus on a smaller number of websites, such as the media mentioned above, are generally of better quality or have a better audience coverage. By placing ads on this platform, advertisers can reach their designated target audience in the shortest possible time.

(9) When using DSP advertising, where will the ads appear?

Advertisers do not want their brand ads to appear on strange websites. Most ad exchanges offer brand safety features to ensure your ads only appear on sites you agree to, similar to Google’s AdSense ads. However, during the delivery process, you should still take a closer look at the display media list to check whether the main consumer media types meet your needs!