We keep up to date with the latest developments and are committed to our own professional development, which is why we attended a training course on internet marketing and RTB using the Adform system.
“Internet Marketing” training by Viktor Janouch
Ing. Viktor Janouch, Ph.D. is primarily a well-known author of bestselling books:
- Internet Marketing (ComputerPress, 2014, 2nd edition)
- 333 Tips and Tricks for Internet Marketing (ComputerPress, 2011)
- Internet Marketing (ComputerPress, 2010)
In addition to his writing, he has extensive practical experience in both B2C and B2B marketing, and was also a long-standing lecturer at the University of Pardubice (teaching Internet Marketing and Business Information Systems).
The opportunity to attend his training course on internet marketing was appealing, and I must say it was also beneficial. Let’s take a look at a few topics worth mentioning.
Contemporary marketing – the shift towards transactional marketing and further towards relationship marketing, i.e. two-way communication with customers. Do you follow discussions and other feedback? Are you able to respond to them, for example by improving your services or products? Can you engage customers in the process? It sounds simple, but from experience with larger companies, you know that this is often a major problem.
Online marketing – constant changes in search and, once again, slightly lazier users. What does this mean? Perhaps that multi-word keywords are on the decline and queries containing fewer words are gaining ground again. Google is also better at finding content buried deep within a website’s structure, so don’t be afraid to publish relevant content even on subpages deep within your site.
Search technology – alongside explanations of current technologies and search innovations, another interesting topic was raised. Do you know how to influence autocomplete results so that your keyword or brand is included in frequently searched queries? We already know how, but unfortunately, it’s not straightforward.
RTB in the Adform system
We have taken our programmatic advertising buying to the next level. In addition to managing adverts in Google AdWords and Seznam Sklik, we have signed a contract with the Adform ‘DSP system’, which covers the possibility of publishing online adverts in places not offered within AdWords or Sklik. What does this mean in practice? It means, for example, that our clients will be able to advertise on prestigious Czech websites.
RTB = purchasing adverts (advert space) via real-time auctions.
DSP systems = demand-side technology; these systems allow you to set all the parameters of advertising campaigns and participate in auctions for available impressions.
SSP systems = supply-side technology; using these systems, content providers offer their advertising space (auction terms and prices).
RTB training in the Adform system from Acomware
To test our knowledge and compare experiences, we attended an individual training session at Acomware, represented by the highly capable Denis Wanča. The training focused directly on practical application, namely the setup and management of client accounts, the creation and configuration of campaigns, banner uploads, website tracking, remarketing strategies including dynamic remarketing, and more.
The training was highly specialised and cannot be recommended to corporate clients who wish to manage RTB in the Adform system themselves. Conversely, it was very beneficial for us, as we had the opportunity to go into real detail. For example, how to use banners within dynamic retargeting to remind visitors of an abandoned shopping basket in an e-shop (unfinished purchase, including added products).
Why try RTB with AITOM?
- Wide reach of users through advertising
- Advertising on prestigious Czech websites (using SSP systems)
- Rubicon – iDnes.cz, Aktualne.cz, Centrum.cz
- Admeta – Seznam.cz, Novinky.cz, Super.cz
- Opportunity for lower advertising rates on major websites
- Custom dynamic banners