A media buying strategy is a process of selecting best advertising platform such as television, radio, website, and blog to reach the target audience and get the maximum conversion at a fixed budget. Every digital marketing expert aware about media buying, because nowadays user is not bound to an online and offline platform. A marketer needs to find the best place to pitch their ads so that more customer can interact. In a report published in 2012, “Media advertisement forecast to increase by 17% from 2012 to 2017.”
Why Online Media Buying Is Important?
Www (World Wide Web) was invented 28 years ago in 1989, and after its beginning, it is estimated that 3.773 billion people join the internet till January 2017 and it’s become an essential part of individual and business needs. Nowadays the internet work as a resource assistant for everyone, because a user wants every information in the single device. That is why the online platform is more popular with the audience because it helps them to search, find and manage information even from a small mobile device. In a recent report by Google Online Research Group – 86% of US people use the internet daily and out of them most of the user like searching information, shopping, watching videos, managing personal and stay social and sharing information. Various web portals help user to complete their online activity. Like to read latest news a user visit news site like USA Today & Wall Street Journal, for shopping they prefer Amazon & eBay same as for social media most of the user like Facebook, Twitter, LinkedIn, etc.
In today’s world marketer should monitor every platform that can bring a potential customer to their website. The primary task in media buying is to select advertisement channel, which is mostly used by your audience. To attract audience various advertising tools can be used on a website such as banner ads, content promotion, video marketing, pop up a notification that is most popular in the online adverting industry.
How to Plan Media Buying Strategy?
1. Set Your Objective:
Before getting in creating media buying campaign process, you need to set your aim first. The different advertiser may have a different goal like some wants visitors; some want conversion, and some want brand awareness. By setting your objective, you can decide which and how to target your audience, also help you to create a perfect ads campaign. If you are looking support on how to setup your objective, below points may help in your do it.
- Expected output
- What is your product
- Campaign type
- How much is your budget
2. Define Your Target Audience:
Understand the nature of your target audience and find out which platform they prefer to use most of the time. To get more detail report, you can categorize your audience on different subsets like age, gender, income, location, and preference. Defining your audience may help you to select appropriate media channel and create suitable ad content. The advertiser can save lots of money if they pitch their products to the particular audience. Below are some tips to define your audience.
- Age of Target Audience
- Gender of Target Audience
- Average Income of Target Audience
3. Plan Your Strategy:
Outline your media buying process by creating a step by step structure. Once you did some general research on the target audience, objectives, and budget, it’s time to create an advertising campaign. To create an advertising campaign fill out the below checklist that can help you to design your most suitable ad content.
- Objective full fill through campaign
- Your target audience
- Total & Per Campaign Budget
- Advertising Tools (Content, Banner, Video etc)
- How to Measure
- Final Review
4. Select Media Option:
The different website offers different advertisement tools like Text Ads, Banner & Video Ads. Based on site nature you can select best tools to pitch your ad copy. Select your advertising tools correctly to get maximum visitor attention and convert them into customers. Few statistics can help you to choose best advertising tools for your next campaign.
- Digital advertising has $43 billion market in US.
- Average Click Through Rate of Display Advertising is $0.06.
- Online video advertising grew to 33% since 2014.
- Digital video advertising estimated to reach 15%.
- Google AdWords reach 80% of Global internet user
5. Monitor Ad Performance:
Performance statistics helps the advertiser to measure success or failure of any marketing campaign and every advertising agency must monitor their campaign through a right process. But monitoring is not an easy task because many companies don’t have the right type of resource and proper knowledge to differentiate low and high-value information. Once you start any ad campaign, your analytic tools start receiving data in a group of predefined filters that help the marketer to measure traffic and conversion flow. Many factors can help you to measure the performance, but few factors are essential to monitor in your campaign such as.
- Number of Impression: Number of times your ads appear in different platform.
- Expected Click Through Rate: Number of times your ads get clicked by user.
- Negative Keywords: List of keywords that drive irrelevant traffic to your website.
- Location of Traffic: Country, Region or City which you added in your campaign to display ads. Also monitor if you are getting traffic country, which you have not targeted.
- Conversion Per Ad Group: Monitor how much traffic you are getting from each campaign to adjust bid.
- Landing Page: Monitor your landing page experience to get an idea weather your destination page is accomplish user requirement.
- Average Time Spend: This is the most important part to monitor your ad campaign performance. Average time spend on your website helps you to understand how effective your ads are performing.
6. Understand Customer Security:
If you are running a campaign that brings customers to your site or encourages them to make any monitory transaction, then it is necessary to use appropriate security measures on your site to ensure your customer data are safe. Therefore it is recommended to the website to install SSL certificate on their server. SSL (Secure Socket Layer) is used to maintain high security between user browser and the server. There are many benefits of SSL Certificate like data protection from the hacker, improve trust, encourage users to buy and also help in search engine ranking.
Domain Validation certificate is easy to obtain with hassle free installation. There are many CA (Certificate Authority) offering the widest range of SSL certificate for small, medium and large scale industry. Positive SSL Certificate by Comodo is one of the most trusted SSL Certificate product. It offers SHA-2 Algorithm and 256-Bit certificate encryption to protect online data transmission with instant certificate issuance. Comodo is a well-known brand in the online security industry and trusted successfully holding 53.6% of the total SSL market share.
Another favorite brand in SSL certificate industry is RapidSSL. As described by its name RapidSSL is popular in providing fast SSL certificate without compromising encryption level and trust like other CA authority. E-commerce owner can buy RapidSSL WildCard Certificate to protect multiple sub-domain under individual website with a single certificate. RapidSSL WildCard Certificate also offers 256-Bit certificate encryption, Unlimited server license, 99% mobile and desktop browser support at just $101.70 per year with 30 Day full money back guarantee.
Every media advertiser must know that reaching the targeted audience by understanding every marketing channel and through creating a properly optimized ad copy. The advertiser also implements new factors after a particular time interval to adopt the latest trend in your ads format. Understand how your audience uses the various online channel. Always monitor your campaign and implement changes to gain maximum return on your investment.