A Beginner's Guide To Media Buying

4. What we will be discussing... • The proper steps to take before starting your media buying • Direct Media Buy vs. Ad Network • The power of running split tests right away • How to properly track your media buys • How to optimize once you’ve begun collecting data 4A Beginner's Guide to Media Buying

5. There’s some ground work to cover before you go about buying media... Let’s get started! A Beginner's Guide to Media Buying 5

6. Before You Buy... Audience Research – Who are you targeting? – What are the different segments of the audience you are targeting? – How can you target the different segments of your audience? A Beginner's Guide to Media Buying 6

7. Before You Buy... Competitive Research – Who are your competitors targeting? – How are your competitors buying there media – Where are your competitors placing their ads? – What has your competitor already deemed effective or ineffective? A Beginner's Guide to Media Buying 7

8. Before You Buy... Goals & Budgeting – What is a realistic budget for this campaign? – Set Clicks/Conversions goals • What does a desirable CPA look like? • Use WhatRunsWhere’s Media Buying Calculator – Use accurate tracking software for precise results A Beginner's Guide to Media Buying 8

9. Time to start buying your media... The initial pre-buying work is done! A Beginner's Guide to Media Buying 9

10. How will you buy your media? Direct Buy – Buying ad space directly from a website owner • Ex. Buying an ad directly on huffingtonpost.com Network/Agency Buy – Buying ad space through a third party network or agency • Ex. Using Google Adwords, BuySellAds, Rubicon Project, etc. to place your ads on other sites A Beginner's Guide to Media Buying 10

11. Let’s weigh the pros and cons ... Which type of media buy is better for you? A Beginner's Guide to Media Buying 11

12. Direct Buying Pros – Tap into high volumes of traffic – Cut out middle man (Improve ROI!) Cons – Risky (If you don’t do your research) A Beginner's Guide to Media Buying 12 Network/Agency Buy Pros – Set up quickly – Make swaps and changes quickly – Work with representative to optimize the media buy Cons – Can be more costly (Paying the Network/Agency a cut)

13. Here’s some tips for Campaign Setup A Beginner's Guide to Media Buying 13

14. Split Testing • Start split testing before you even begin collecting data • Run at least two variations of your ad evenly to see which one performs better A Beginner's Guide to Media Buying 14 VERSION A VERSION B

15. Tracking Your Media Buys • Use your tracking platform to track clicks + conversions • Using your pre-established goals, you will be able to determine how you can scale your efforts A Beginner's Guide to Media Buying 15

16. Time to let your campaigns run... A Beginner's Guide to Media Buying 16

17. Now that you have let your campaigns run and have collected some insightful data, you can begin the process of optimization. A Beginner's Guide to Media Buying 17

18. Test, Optimize, Repeat • Which of your initial tests won? • How can you further split test the winning variation? A Beginner's Guide to Media Buying 18 VARIATION 2 VARIATION 3 VARIATION 4 VARIATION 1

19. So, how do I get started in media buying? Before You Buy – Audience Research – Competitive Research – Goals & Budgeting How will you buy your media? – Direct But vs Network/Agency Buy Campaign Setup – Split Testing – Tracking your media buys Optimization – Further split test A Beginner's Guide to Media Buying 19

20. Thanks from WhatRunsWhere & AffiliateFix What questions can we answer? Use Google Hangouts Q&A Box David Kelly VP Business Development david@whatrunswhere.com Contact us to get the intelligence you need to improve your online advertising.

Editor's Notes

What we will be discussing… The proper steps to take before starting your media buying – demographic research, targeting, budgeting, goal setting Whether to use a direct buy or an ad network What to look for in a traffic source – quality, pricing, reach Case Study – Traffic Sources with Match How to properly track your media buys
“In a second, I’ll show you how you can get a head start on who you should be targeting”
Go over to an advertiser profile on WhatRunsWhere to see who they are targeting See what categories their traffic sources fall into to uncover missed opportunities What ad networks are they using? What traffic sources are they using?
What is a lead worth? If you’re an affiliate, what is the payout? If you’re a brand advertiser, how much is a new customer worth to you? The process of media buying requires you to set these goals so that you can monitor your campaign and measure your return on investment When your purchasing your media, keep in mind “How many leads would have to convert to be profitable?”
Neither of these options is ‘better’ than the other, it all depends on your campaign, your budget and of course, your research.
Direct Buying
- Whenever possible, be sure to be running split tests. This way you can immediately start collecting data on what works For the first test, make sure to test major elements, such as the overall layout or your headline
Are your campaigns profitable? How can you scale up your efforts? FIND BEST CLICK SERVERS TO RECOMMEND

A Beginner's Guide To Media Buying

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Editor's Notes