How to go about Programmatic Targeted Units
Online Media Buying is a major digital marketing activity that derives targeted traffic to one’s website and secures best possible value for that advertisement. The major task in media buying lies in price negotiation and placement of ads. All of us see various banner ads while we are surfing any website or webpage it is all media buying where advertiser buy a time and space for the purpose of conveying its marketing message. May be it sounds complicated to you, do you want to learn how media buying is done? Let’s get started!
Step 1 – Begin with Identifying your target Market
Who are you trying to reach? Who is your target audience? Where do they spend time online? Create a profile that reflects the consumer you wish to reach. Also ask yourself certain questions that make your goal more clear like their age, gender, income etc. Once you get answers to all these questions it will become easy for you to identify the best venue to place your ads.
Step 2 – Do Research on your Target Audience
Now as you have identified your target market, it’s time to perform some research on them. It may be primary or secondary. If you do not want to incur much cost on research, then you may undertake secondary research that has already been done. On the other hand, primary research gives you more customized approach that will help you find out where you target audience is, as well as various demographics that can assist you in adopting the right media buy.
It is equally important to understand the consumer behaviour of those you are targeting. This way you can place ads that perform effectively and help achieving objectives. Research can also help in getting an insight into competitor’s activities.
Step – 3 Objective Setting
This is the most important step, without SMART objective you can’t get direction for your campaign. Begin with crafting a plan and setting market objective that will take you close to your target market. Until you don’t define these two things, you are destined to fail. Also find out answers to; why you want conduct media buying campaign? Is it for awareness? You want to extract sign-up or get sales?
You may share these objectives with those you are buying media from and ask their opinion. But don’t forget that their objective is to sell, so weigh their input to know if it is valuable or not.
Step 4- Define and plan your Strategy.
Now that you have identified your target market, you have done all the research and you have set out the objectives. It is time to define and plan a strategy. It should contain following things:
- Budget: What is your budget and how you can allocate it to derive best outcomes?
- Site Selection: At which all websites will you place your ads (banner ads or PPC ads)?
- Measure: How will you measure the performance?
In order to succeed you must be thoroughly detailed. A great media buyer pays attention to details, spent time researching and can negotiate like a pro.
Step 5 – Begin with Creative Planning and Design Process
You can do this with an expert creative team at your disposal. Who work with you to formulate overall campaign message. And further, incorporate this message into cutting-edge design.
Step 6 – Negotiate and Buy Media
Begin to contact the suitable media sellers you have identified and start negotiating your media buy rates. Keep a calendar and a budget in front of you all the time. Negotiate rates and ask for add-ons they are willing to give you if you choose to work with them.
Make sure you negotiate rates and ask for bonuses or add-ons that they are willing to give you if you choose to go with them.
Step 7 – Launch and Optimize Campaign
With all the creative, planning, and campaign setup work out their way, it’s off to race. Now your ads are running live on each selected websites. Optimizing is where the magic begin. You can track the impressions, clicks and conversions in real-time and adjust the campaign focus, site placement, creative and overall spending throughout the campaign.
Step 8 – Tracking and Reporting
As your media buys are executed, be sure to keep track of the results and evaluate how your plan and strategy is working for you. If you find that you are not meeting your objectives, don’t be afraid to adjust your plan as necessary.
It would be best if you hire a Media buying agency that will conduct you campaign with expertise and effectiveness. At ADG we have an artful team of designers, expert marketing team who are skilled in negotiating, placing ads at sites that passes best results, and measuring & optimizing the campaign.