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Real Time Bidding and AdWords

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I am a marketing student at Erasmus University in Rotterdam. I'm writing my master thesis on Real Time Bidding. I want to compare the effectiveness of using RTB versus not using RTB for advertisement campaigns of a hotel. My question is if I can, through Google Adwords, launch a campaign that uses RTB and a campaign that does not use RTB. It would be of great help to me if you could answer this question. Thank you very much in advance.

 

Kind regards,

 

Anastasia

3 Expert replyverified_user

Re: Real Time Bidding and AdWords

Top Contributor
# 2
Top Contributor

Hi Anastasia,

 

You can set up multiple campaigns with varying bid strategies.  I assume you're referring to Conversion Optimizer and Enhanced CPC or something along those lines as your RTB strategies?  Perhaps something else? 3rd party bidding system that uses AdWords API?

 

However, I present a question to you.  What are your plans to execute this experiment?  If you have two campaigns that are identical and vary the bidding options, they will be competing against each other.  You will not have an actual controlled experiment there. 

 

Just curious...

 

-Tom

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
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Re: Real Time Bidding and AdWords

Top Contributor
# 3
Top Contributor

Hello  Anastasia,

Ohhh.... RTB...one the hottest topics in online advertising...

Here is an interesting white paper Google published about 18 months ago on RTB;

 

Google-White-Paper-The-Arrival-of-Real-Time-Bidding-July-2011

 

 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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adwords use RTB or not

Visitor ✭ ✭ ✭
# 4
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Can I through Google Adwords, launch a campaign that uses RTB and a campaign that does not use RTB. It would be of great help to me if you could answer this question. Anastasia

Re: adwords use RTB or not

Top Contributor
# 5
Top Contributor

Anastasia;

We answered you yesterday. AdWords is not an RTB platform. Please review the document, by Google,  I linked 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: adwords use RTB or not

Visitor ✭ ✭ ✭
# 6
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Thank you very much!

Re: Real Time Bidding and AdWords

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭
Hi! I am a bachelor student writing a thesis on RTB and online advertising. Could I by any chance have a peek at your work?

Re: Real Time Bidding and AdWords

Community Manager
# 8
Community Manager
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