Media Buying Guide - How Does Media Buying Work

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2. Copyright ©All rights reserved worldwide. YOUR RIGHTS: This book is restricted to your personal use only. It does not come with any other rights. LEGAL DISCLAIMER: This book is protected by international copyright law and may not be copied, reproduced, given away, or used to create derivative works without the publisher’s expressed permission. The publisher retains full copyrights to this book. The author has made every reasonable effort to be as accurate and complete as possible in the creation of this book and to ensure that the information provided is free from errors; however, the author/publisher/ reseller assumes no responsibility for errors, omissions, or contrary interpretation of the subject matter herein and does not warrant or represent at any time that the contents within are accurate due to the rapidly changing nature of the Internet. Any perceived slights of specific persons, peoples, or organizations are unintentional. The purpose of this book is to educate and there are no guarantees of income, sales or results implied. The publisher/author/reseller can therefore not be held accountable for any poor results you may attain when implementing the techniques or when following any guidelines set out for you in this book. Any product, website, and company names mentioned in this report are the trademarks or copyright properties of their respective owners. The author/publisher/reseller are not associated or affiliated with them in any way. Nor does the referred product, website, and company names sponsor, endorse, or approve this product. COMPENSATION DISCLOSURE: Unless otherwise expressly stated, you should assume that the links contained in this book may be affiliate links and either the author/publisher/reseller will earn commission if you click on them and buy the product/service mentioned in this book. However, the author/publisher/reseller disclaim any liability that may result from your involvement with any such websites/products. You should perform due diligence before buying mentioned products or services. This constitutes the entire license agreement. Any disputes or terms not discussed in this agreement are at the sole discretion of the publisher. 1 Media Buying 101

3. You Can See My own Products: PLR MONSTER Get LIFETIME access to 2000 Products Ready to Sell - For ONLY $7 - keep 100% of the profit App Builder Start Your Own Apps Empire! App Builder $9/year, UNLIMITED Apps, Get Free $1100 App Marketing Easytube Youtube Page 1 in 1 minute Easy System - See How All My Videos Rank Page 1 in Youtube, Yours Can Be Call To Action Videos Double Your Video Conversion! Get 52 Call To action Videos With REAL Actors + Video Mixer Software Video Bomber Bomb YouTube With UNLIMITED Unique videos in Just Few Clicks, Fast and Easy Software! 2 Media Buying 101

4. Instaquote Get Unlimited Facebook,Instagram,YouTube Unique content! Create STUNNING 100 Quotes in 7 seconds! YouTube Rank Checker YouTube Rank Tracker - Track Fast & Easy Unlimited Keywords & Videos Ranking - $7 One Time Payment! Introduction Everyone would love an endless supply of free, high quality traffic. The thought of this is one of the biggest scams on the internet, because without a huge amount of time and energy invested, it just doesn’t exist. That’s not to say you can’t get a lot of traffic without spending any money. You can. It just takes either a long, long time and lots of hard work building a foundation, or it takes dumb, blind luck because a post happens to go viral or get picked up by a major news outlet. It’s not realistic for the average website owner. Enter media buying… You should obviously use free traffic methods in addition to paid methods, but media buying can help you get started making money while you slowly building your free methods like SEO, Facebook, Twitter, etc. 3 Media Buying 101

5. Media buying can be very costly if you aren’t careful, but with some wise choices, you can pull in a significant amount of traffic with very little effort at all. In this guide, you’re going to learn the basics of media buying, as well as some tips you can use to lower your costs and get more quality traffic. 4 Media Buying 101

6. Before You Buy The very first thing you need to do before you buy is make sure your offer is the best it can be. This may sound silly, but too many people jump right into buying a ton of ads without running the first test to see how well their page converts! Additionally, you need to be sure you know your demographic inside out. You need to know as much as possible about your target market in order to target your ads properly and save money. These days, most places that sell ads on a CPC (cost per click) basis, give the buyer a lower CPC if their ad has a higher CTR (click through rate). Thus, the better your ad performs, the less it costs. Sounds great, huh? The best way to get low cost clicks, therefor, is to make sure as many people as possible click your ads. I know, it sounds crazy to even mention this, because everyone obviously wants to get the most clicks possible, right? But it isn’t just about creating a great offer and writing good ad copy. To get the best possible CTR, you need to make sure you’re not only targeting the right keywords, but also the right demographics. 5 Media Buying 101

7. Demographics include factors like: Gender Age range Geo location (where they live) Income level Education level Family status (children, or no children) Marital status (single, married, cohabitating, domestic partnership) Ethnicity Religion You may not need to know every single one of these things about your target market. For example, ethnicity is really only important if you’re specifically targeting a market that targets one particular ethnicity. But the more you can learn about your target market, the more effective your ads will be. Knowing your target market can mean the difference between paying a nickel a click on Facebook and paying a dollar a click! (Yes, it can make that much difference!) If you don’t know your target demographic, you can either guess (not really a great idea), you can check your site’s Google Analytics (only useful if you have it installed and have a decent amount of data to use), or by using a service. 6 Media Buying 101

8. Some places you can use for demographic research include: http://www.alexa.com - Search for a website tightly related to your market and you’ll be able to see its demographic information, http://www.quantcast.com - information to Alexa. Just search for the same type of website. Some places sell ads not based on a CPC, but at a flat rate or even a CPA (cost per action, or a price for someone to sign up to your email list, give a phone number, buy a product, etc.) You will have some room to negotiate with many places that offer a flat rate for ads, because you could offer to pay for a few months in advance to get a lower monthly cost, for example. This is a good bonus, but remember, you won’t know how well ads perform there until you’ve actually placed your ad and watched the results for a while. Quantcast provides similar 7 Media Buying 101

9. Direct Buy vs. Agency You may be wondering whether you should use an agency to place your ads or just buy directly. An agency can definitely make your ad buys easier, and they might even be able to save you money in the long run, but they’re likely to be more expensive upfront. With agencies or ad networks, you’ll be able to get set up quickly, and you’ll have someone who will work with you to get you the best deals and best spots that will convert well for you. However, it comes at a price. You’ll have higher minimums to get started, and if your rep doesn’t do his or her job well, you could lose a lot of money. You won’t have the same connections to get better prices per click if you buy direct, but you won’t have such high minimums to get started, and you can directly monitor your own campaigns to keep a tighter control on your CTR and your CPC. So which should YOU do? If you have a ton of money and don’t mind leaving everything in someone else’s hands, using an agency might be a good idea. Otherwise, buying direct is definitely the way to go. You’ll have more control and you can get started without a bunch of money upfront. 8 Media Buying 101

10. Banner Blindness Before we get started, you need to know about a little thing called banner blindness. Banner blindness is a phenomenon in which users get so used to ads on websites that they learn to tune them out. In fact, they may even specifically choose a browser like Chrome that can use an extension to block most ads altogether. Because of this, the effectiveness of many ad types has waned over recent years. Banners and text ads (such as those presented on Google via the AdWords program) just aren’t pulling clicks like they used to. People know they’re ads, so they automatically ignore them. Enter social media. Social media websites have tailored their ads to appear like standard posts. They do typically set them apart with some sort of tag like ?Sponsored?, but they look so much like the other posts on the site that people don’t often notice the tag. For this reason, we will focus heavily on social media buying as opposed to other types of media buying, because social media is usually more effective and more affordable for the average buyer. If you’re more worried about branding than clicks, other types of media can still work well. But for profitability, social media almost always wins. 9 Media Buying 101

11. Social Ads Social ads are one of the most effective types of ads these days, because social users are often extremely active, and they can be targeted very well in most cases. You can often target not only by demographic, but by specific interests, too. Let’s take a look at some of the different social networks that offer advertising, and the basics of how they function. Facebook Facebook currently has three ad placements. By default, any ad you purchase is shown in all three, but you can choose specific placements if you prefer. News Feed– Ads show up in the desktop news feed on computers. Ads appear very similar to standard posts, so Right Hand Column (RHC)– Ads show up on the right side of a user’s News Feed in a column that contains ads and other features. Mobile News Feed– Ads show up in the News Feed for mobile users, such as those using phones and tablets. There are many different ad types to choose from. You can promote your website, get people to like, comment and share a post, build up your fan page with more likes, promote a mobile app, and other types. 10 Media Buying 101

12. You can find out more information about the specific ad types on Facebook here: https://www.facebook.com/business/ads-guide/ One of the best things about the Facebook ad system is their wide variety of targeting options. You can target by geo location, demographics (age, gender, education, and others), interests (hobbies, interests, pages liked, etc.), behaviors (using certain operating systems, for example), connections (reach friends of your fans, for example), and even custom audiences to retarget your own customers. The secret to getting a good price for Facebook ads is to get the best possible CTR. The higher your click through rate, the lower your CPC. Instagram Instagram has a pretty good system for ads. They let you see what your ad will look like as you create it, making it easy to know what users will ultimately see in their feed. Unfortunately, Instagram ads are currently only available to larger companies, but they claim to be expanding soon. 11 Media Buying 101

13. LinkedIn LinkedIn ads are primarily good for advertising in the business and marketing arenas, but you could, if you got creative, tie other types of markets into the system profitably. You can target by a wide variety of demographics. You can target based on education, job function, industry, job title, and more. They offer a variety of different ad types, including display media of various types: 300x250 260x600 Text ads They also offer LinkedIn Native Ads: Spotlight Ads – Show the member profile image and allow you to link to a landing page. Follow Company Ads – Lets you build your followers to your company page. People can follow your company from your ad with a single click. When they like your page, it’s also shown to their network, giving you even more potential for additional followers. Native Ads are available on two sizes (400x350 and 260x600) and are sold as CPM (cost per mille, or thousand), meaning you pay for the people who view your ad, NOT for clicks or results. 12 Media Buying 101

14. You can buy Sponsored InMail, so you can send emails directly to LinkedIn members. You’ll supply them with a subject header, text for the email, a call- to-action button, your choice of a 300x250 or 300x600 ad, and additional widgets, as desired. This type of ad is available on its own, or you can buy it as part of a larger marketing purchase. You pay per recipient. Sponsored Updates will let you reach people with links, images, videos, presentations and other types of media. You can buy these ads on a fully managed basis, or you can sponsor your own updates through the ad system. You can bid on a CPC or CPM basis. Standard ads are available on a CPC basis. You can buy them straight through your LinkedIn account, and you can run multiple accounts. Learn more about LinkedIn Ads here: https://www.linkedin.com/ads/?src=mlc-sols-pg 13 Media Buying 101

15. Pinterest Pinterest ads are called Promoted Pins. That’s exactly what they are. They’re just like standard pins, only they’re shown to a large audience on a CPC basis. Other people can pin these ads and like these ads, thus increasing your reach without additional cost. Promoted Pins are in their infancy at the moment, so there aren’t a lot of metrics available to judge the effectiveness, but they’re definitely promising. Pinterest is widely known for having an audience of buyers. Learn more about Promoted Pins here: https://ads.pinterest.com/ Other Networks There are other social networks that have different types of ads available, as well. Tumblr, for example, has several ad formats to choose from. Twitters currently has five standard types of ads, and you can also create your own custom campaign. You might even search for social networks that are within your market. For example, there are social networks devoted to weight loss and fitness, relationships, and many more. Ads there would generally have less competition and thus cost less, and would also be more targeted to your market. 14 Media Buying 101

16. CPC Ads CPC ad networks such as Google AdWords make is easy to advertise, but costs can quickly spiral out of control if you aren’t careful. Many advertisers have seen the CPC of AdWords ads at $5 per click and higher in some markets, making it completely unaffordable for the average business owner. That’s not to say they don’t have their purpose. CPC ads can definitely work in some cases, especially if you know how to keep costs down. For example, Google AdWords will give you a lower CPC and show your ad more often if you have a high Quality Score, which is a measure of how relevant your landing page and ad are to your chosen keywords. This makes it especially important to carefully lump keywords into various campaigns, and perhaps even use specific landing pages for each one. You can learn more about Quality Score here: https://support.google.com/adwords/answer/2454010?hl=en And here: http://www.ppchero.com/ultimate-guide-to-adwords-quality- score/ 15 Media Buying 101

17. AdWords isn’t the only game in town for CPC ads. There’s also Bing and others. Here are some other CPC networks to try: http://bingads.microsoft.com/ http://www.adroll.com/ http://www.advertising.com/advertiser/sponsored-listings http://www.infolinks.com/ 16 Media Buying 101

18. Direct Ads You can also buy ads directly on websites. Many high traffic websites have a media kit you can download that explains their demographics, traffic levels, and the cost for various ad positions. If they don’t, you can usually find a contact form on their website to inquire about advertising rates. The biggest benefit of buying ads directly on websites is the ability to be certain you’re reaching your target market. You can advertise on sites that perfectly match your demographic and are perhaps even your direct competitors, thus ensuring you get the type of traffic you need. Perhaps the biggest drawback is the inability to tailor ads on the fly. You won’t usually get instantly updated stats, meaning you can’t see how well your ad is performing based on impressions, so you have no idea what your CTR might be until it’s too late to change anything. When you find a site that works for you, there’s a good chance you can negotiate a lower monthly fee for your ad by purchasing multiple months in advance. This will help keep costs down and you’ll continue to get the traffic you’ve already seen converts well for you. 17 Media Buying 101

19. There are ad networks you can use to reach various websites, including: https://buysellads.com/ http://www.adsharemarket.com/ http://advertiise.com/ Many publishers prefer to run their ad space through networks so they don’t have to manage everything themselves. Sometimes using a network is the only way to get your ads on a certain site. The biggest benefit to buying ad space through a network instead of directly is that they usually have statistics, so you can make changes to your ads on the fly to increase CTR. With direct placement, you usually won’t know how many impressions your ad receives until much later, and you have to contact the site owner to ask them to manually change your ad if it isn’t performing well. 18 Media Buying 101

20. Conclusion Social ads are the biggest trend in media buying these days. It’s something anyone can do with very little upfront investment, and you can see your results immediately in most cases. You can adjust ads on the fly to decrease your CPC and increase your CTR. CPC networks like AdWords have been the standard in media buying for many years. They are quickly becoming outdated as CPC rates explode due to massive competition, and their effectiveness has waned drastically due to ?banner blindness?. Direct media buying can be profitable, but unless you buy through an ad network, you typically don’t have a way to track your results and respond quickly to raise your CTR. Any type of media buy can work for you if you’re willing to put in the time and money to really fine-tune your ads, but if you’re looking for quick results with less money upfront, social ads are probably a safer bet. I wish you the best of luck with your media buying, and I hope your campaigns are very profitable! 19 Media Buying 101

21. Resources You Can See My own Products: PLR MONSTER Get LIFETIME access to 2000 Products Ready to Sell - For ONLY $7 - keep 100% of the profit App Builder Start Your Own Apps Empire! App Builder $9/year, UNLIMITED Apps, Get Free $1100 App Marketing Easytube Youtube Page 1 in 1 minute Easy System - See How All My Videos Rank Page 1 in Youtube, Yours Can Be Call To Action Videos Double Your Video Conversion! Get 52 Call To action Videos With REAL Actors + Video Mixer Software Video Bomber Bomb YouTube With UNLIMITED Unique videos in 20 Media Buying 101

22. Just Few Clicks, Fast and Easy Software! Instaquote Get Unlimited Facebook,Instagram,YouTube Unique content! Create STUNNING 100 Quotes in 7 seconds! YouTube Rank Checker YouTube Rank Tracker - Track Fast & Easy Unlimited Keywords & Videos Ranking - $7 One Time Payment! Top Social Advertising Tools Adespresso AdEspresso offers services for advertisers and media agencies to create, analyze, and optimize their Facebook advertisements. === Connect Audience ConnectAudience – Seamless Autoresponder & FB Account Integration For MASSIVE ROI Boosts === 21 Media Buying 101

23. Connect Leads Using ConnectLeads you can easily connect your Facebook Lead Ads to any of your autoresponders and/or CRM. ConnectLeads then automatically submits all leads into your email marketing software – in real-time! === Connect Retarget Connect Retarget is a cloud-based platform by Wilco de Kreij that takes retargeting to the next level (also makes it a lot easier). Using Connect Retarget you can run behavioral retargeting campaigns, meaning you’ll be able to target the highest potentials’ of your visitors. === Connect Explore ConnectExplore finds Facebook Pages which have liked similar Pages to their then allows you to target these “liked” pages. This way, you can ‘piggyback’ on the work of work of others – you won’t be limited to your own creativity to find interests. === 22 Media Buying 101

24. Wordstream WordStream helps online marketers maximize the performance of their paid search and social campaigns, driving traffic, leads, and sales for lower costs. === Perfect Audience Perfect Audience Mobile, web & Facebook retargeting done right. Bring all your retargeting together into one powerful dashboard. Setup takes minutes. See results immediately. === Adroll Attract new prospects, convert customers, & grow customer value with AdRoll — the retargeting + prospecting platform of choice for over 30000 businesses. === Conversion Logic Conversion Logic is the media industry’s most intuitive cross-channel attribution platform. Built from the ground up by a team of attribution veterans, Conversion Logic’s SaaS platform is designed for 23 Media Buying 101

25. CMOs, brand leads and media practitioners who need to make fast and accurate decisions in managing their multi-channel media campaigns around the world. === ReTargeter ReTargeter is the premier retargeting platform for companies looking to optimize their online advertising with targeted display ads. === ChoiceStream ChoiceStream is an innovator in advertising technology, powering campaigns through proprietary, first-party data collected by its owned and operated subsidiary, pollshare.com, and its class-leading programmatic media technology. === Nanigans Nanigans advertising automation software powers the world’s leading in-house performance marketing teams. Offered as Software-as-a-Service, Nanigans software features programmatic media buying, predictive revenue optimization, and real-time business intelligence across today’s most valuable channels. 24 Media Buying 101

26. === Rocket Fuel With Rocket Fuel, programmatic becomes predictive when marketers use real-time data and artificial intelligence to anticipate consumer needs. === Simpli.fi Simpli.fi is the platform of choice for sophisticated buyers who manage hundreds or thousands of campaigns of all sizes. Using Simpli.fi's unique capabilities to target and optimize through unstructured data, trading desks and networks can: Customize audiences to the needs of local markets. === Screaming Frog SEO Spider Tool The Screaming Frog SEO Spider is a website crawler, that allows you to crawl websites' URLs and fetch key onsite elements to analyse onsite SEO. === 25 Media Buying 101

27. Content Analyzer This web page optimization tool analyzes existing on page SEO and will let you see your website’s data as a spider sees it allowing for better web page optimization. This on page optimization tool is helpful for analyzing your internal links, your meta information and your page content in order to develop better onpage SEO. === app buzz sumo BuzzSumo provides insights into the most popular content online and the influencers sharing it. === Outbrain Promote your content on the web's largest publisher sites, including CNN, TIME and thousands more, through our content discovery platform. === Vibrant Media Vibrant Media delivers viewable, native advertising at scale. Vibrant connects consumers in real time with brand experiences cross-platform. 26 Media Buying 101

28. === Funnel.io Funnel.io is a marketing analytics software for online advertisers and e-commerce companies that automatically collects data from all advertising platforms and connects it with conversion data. === Google Adwords AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords. === Facebook Advertising Facebook ads are targeted to users based on their location, demographic, and profile information. After creating an ad, you set a budget and bid for each click or thousand impressions that your ad will receive. === 27 Media Buying 101

29. Twitter Advertising Twitter Ads objective based campaigns are designed to help you achieve results that drive action and add value to your business. Create campaigns tailored for a variety of business goals, from driving website traffic to increasing brand awareness. === Linkedin Advertising Advertising on LinkedIn helps businesses of any size achieve their goals. Advertise on LinkedIn to reach your ideal customers on the world's largest professional network. === Work Smarter Not Harder! We all know that using internet marketing tools can help us get big success 28 Media Buying 101

30. However, did you know that using best internet marketing tools is THE key element for real success of your business? Here is why we must use marketing tools: Use tools can help you Earn more money! Save more time! Because For almost every paid tool you can find a free alternative one! Use tools can save you time because when you have the best productivity tools, you add more hours to your day! Need more customers and more leads? You must know the best tools nowadays for you to collect emails fast and easy. Do you want your site to reach higher rankings? You will find in our guide top popular SEO tools for free and also paid ones. Do you feel that you waste a lot of time working on social media marketing? 29 Media Buying 101

31. We have gathered in top tools the best top social marketing tools for to automate your social media marketing. Don't know which content to write for your audience? You can find in this guide top tools that give you top ideas to generate the best texts filled with interesting content. This big list of top internet marketing tools includes almost every tool you’ll ever need to master every aspect of a digital marketing campaign Feel free to share this guide with your friends! They will definitely be thankful! ALL 100 TOP TOOLS CATEGORIES Content Curation Tools Social Media Tools PPC Tools 30 Media Buying 101

32. Content Optimization Tools Rank Tracking Tools Tops Keyword Research Tools Keywords Ideas Tools Technical Seo Tools Top Seo Tools Link Building Top Seo Tools Top Landing Pages Creators Twitter Trending Topics Twitter Tools For Images 31 Media Buying 101

33. Twitter Hashtags Top Twitter Tools Top Facebook Tools Top Lead Generation Tools Top Autoresponders Tools Build Email List Tools Top Niche Research Tools Top Trends Tools Ecommerce Software Screen Capture Video Audio Tools 32 Media Buying 101

34. Gif Creator Tools Free Banner Creators Tools Top Online Contests Tools Twitter Tools Twitter Analysis Management Tools Competitive Analysis Tools Backlink Investigation Tools Tools For Writers Instagram Tools Notifications Monitoring Tools 33 Media Buying 101

35. New Launch Products Sites Question And Answer Sites Push Notification Tools Time Management Tools Webinars Tools Heatmap Analytics Tools Free Wordpress Tutorials Website Templates builder Tools Website Testing And Analysis Tools File Sharing And Data Storage Tools 34 Media Buying 101

36. Brainstorming And Mind Mapping Tools Top Interstitial Traffic Networks Top Solo Ad Traffic Sources Top Native Ads Traffic Networks Top PPC Networks Top PPV CPV Networks Top Mobile Traffic Networks Infographic Submission Sites Free Video Submission Sites Free Article Submission Sites 35 Media Buying 101

37. CPA CPM Aff Networks Mobile Marketing Tools Scraper Extractor Tools Support Tools Graphic and Design Tools Efficiency Tools Virtual Assistant Sites Top Outsourcing Tools Traffic Analysis Tools VPN Tools 36 Media Buying 101

38. Integration Services Tools Social Media Analytics Tools Url Shortener Tools Content Ideation Tools Domain Name Idea Generators Domain Appraisal Tools Domain Email Tools Business Dashboard Tools Increasing Influence Payment Gateways Tools 37 Media Buying 101

39. Project Management Tools Customer Support Website Monitoring Tools Form Builders Website Builders Image And Cliparts Sites Design Tools Video Creating Tools Surveys Top Outreach Tools 38 Media Buying 101

40. Top Live Chat Tools YouTube Marketing Tools Mobile Marketing Tools Top Heatmaps Tools Top E-learning Platforms Top Content Tools Cloud File Storage Top Affiliate Marketing Sites Top Analytics Tools Top Social Advertising Tools 39 Media Buying 101

41. Content Creation Tools Social Analytical Tools Monitoring Sharing Tools Internet Marketing Top Forums Internet Marketing Newsfeeds Internet Marketing Top Sites 40 Media Buying 101