What is Win Rate ?
Win Rate is the percentage that measures the total number of impressions won in programmatic buys divided by the total number of impressions bid on. High win rates in terms of programmatic can indicate low bidding competition for the user or website at the price point.
Programmatic Real Time Bidding
If we look at the Programmatic Real Time Bidding definition then we will realize that it is an automated auction-based system that allows marketers to bid on ad impressions in real time. In Programmatic RTB win rate is an important metric that measures the effectiveness of an ad campaign. When a bid is placed on an impression, it refers to the percentage of times an ad is shown to a user. In simpler words, it is the ratio of successful ad auctions to total ad auctions. A high win rate indicates that an advertiser is consistently winning bids and getting their ads in front of their target audience.
Win Rate Formula
Win Rate = (Number of Impressions Won/Number of Impressions Bid) x 100
For example if you bid 1 Million times and win 50,000 this is calculated as;
(50,000 / 1000000) X 100 = 5% Win Rate
Increasing your Win Rate
There are various ways to increase the Win Rate of your campaign, but essentially you need to win more impressions or bid less. Here are some ideas to increase your Win Rate for your campaign.
- Increase the Bid Price
- Use a Pre-bid solution to be more selective on what you are bidding on
- Only Bid on Creative Sizes that have high Win Rates
- Proficient use of header bidding
- Bid in fewer auctions ie reduce the number of impressions bid on
- Only Bid on Media Formats that have High Win Rates
- Increase Viewability Thresholds to bid on less impressions
- Only Bid on Domains that have High Win Rates
- Implement Campaign Pacing
- Auto Optimize off Low Win Rate Inventory
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