When it comes to selling online, it can be difficult to promote your goods and services to your intended target audience. By negotiating the costs involved with your paid marketing efforts, a media buying strategy can thrust your brand to new heights and boost brand awareness. But despite its efficiency, it can take time to master the art of media buying. Continue reading to familiarise yourself with a number of media buying strategy tips and tricks. 

Grow at a steady pace

If you are unfamiliar with the process of establishing a media buying strategy, it may benefit you to go slow. With so much to learn ahead of time, it can be easy to get lost in the excitement of it all. Instead, become a member of an affiliate marketing program and familiarise yourself with its features. You must also remember to be kind to yourself. By investing in a considerable amount of time and effort, you will get to where you want to be eventually. If you are looking to make a quick buck, media buying may not be the best option for you. 

Do your homework 

Before you delve into the world of media buying, you must find out as much information as you can ahead of time. This can streamline the entire process and prevent you from making any costly or time-consuming mistakes down the line. It is worth remembering that the process doesn’t happen overnight. In order to succeed, you must invest time and money, analyse data, make the right decisions, and work under intense pressure. But, as with most marketing strategies, you stand to make a significant return on your investment in the long run. Communication is also a key component of any media buying strategy. If you find yourself losing money or just have any questions or queries you need answered, you should reach out to your manager at the earliest convenience. 

Familiarise yourself with different traffic sources 

If you have spent a great deal of time and money on your media buying strategy, analysing data can be a great way to find out whether it has been successful or not. To do so, you must familiarise yourself with different traffic sources as well as how much value each one can bring to your business. Whilst your campaign may receive more clicks from desktop traffic, it may also receive more downloads from mobile traffic. For example, video content tends to perform relatively well on various social media apps but falters when it comes to desktop-based viewership and engagement. As a result, you must carefully pick and choose which traffic sources are more likely to have a positive impact on the growth of your brand going forward. To help you decide, analyse the buying behaviour of your intended target audience. 

Image Source: Unsplash.

Learn the importance of tracking and measuring 

When it comes to media buying, tracking and measuring go hand-in-hand. You must, however, remember to consider how each different traffic source tends to generate different data. There are several tracking software programs available out there designed to help you keep an eye on your media buying strategy and how it is performing on a company-wide scale. If you don’t know where to begin, it may benefit you to focus on social media metrics, ROI, Return on Advertising Spend (RoAS), effective frequency, scalable conversion, and movement of product. By failing to implement a suitable method of tracking and measuring, you will be in the dark as to how your media buying strategy is performing as well how successful it has been in converting leads to sales. By tracking and measuring on a regular basis, you can adjust your strategy as necessary going forward.

Focus on brand safety 

Brand safety is a series of measures designed to safeguard the image and reputation of your brand and protect it from negative, inappropriate, or questionable content whilst advertising online. If the media buying process goes awry in one way or another, the reputation of your brand can suffer inoperable damage. By focusing on brand safety from the very onset, you can prevent a number of costly and time-consuming mistakes from arising and save your business from dying a slow death. When it comes to media buying, brand safety is one of the most common challenges businesses must overcome. In the past, publishers have been known to issue white-lists and black-lists to guide media buyers with the process of marketing both online and in-person. 

A media buying strategy can have wide-reaching benefits for you as well as your brand. By knowing what to look out for ahead of time, you can streamline the entire process. For example, you must grow at a steady pace, do your homework, familiarise yourself with different traffic sources, learn the importance of tracking and measuring, and focus on brand safety.