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1. What is media buying?

Media buying is the process of negotiation and placement of advertisements on any website to get targeted traffic. It can technically be termed as purchasing ad space on other websites. Online media buying allow marketers to place their advertisements on someone else’s website.

In general, media buying is the purchasing of ad space and the running time of advertisements. With media planning and buying, a media buyer must evaluate the traffic on the website, its relevancy towards its product, ad space, the number of pages the ad will be placed, etc.

Today, most consumers use the internet to research, plan, book their travel and even for buy goods and services. Consumers purchase at any time of day and your ad can provide an option to satisfy their needs.

The most important factor in media buying is targeting the audience. Targeting the audience means attracting more and more customers towards your ad, so they can purchase your services and products. For this the website with the higher and more relevant traffic should be chosen.

The website you choose for buying ad space should be relevant to the product or service you provide. You should choose the correct website which has traffic that is relevant and most suited for your products or services.

Media buying depends on a strong relationship with the media owners that could provide the marketer the good ad space with a relevant price for it. A media buyer should pay for the ad space according to the space he gets, number of pages on which the ad would be placed, and for how much time ad would be on the site.

Before media buying, one must decide the goals and expectations expected from the media buying campaign. According to these expectations, buying ad space on the selected site could increase the sales. This ultimately helps to get better results for your marketing efforts.

While doing media buying, you must ensure the benefits the customers are getting from your ad. These benefits are simply the solutions that people are looking for.

While performing media buying, one must be consistent about the way of presenting the brand. It should remain consistent from one ad campaign to the other. The content you provide in the ad should be precise, and should give complete information about the product and services offered.

Online media buying keeps the audience engaged with targeted advertising and messaging with unprecedented efficiency and accuracy. Online media buying is a cost effective

process. The buyer has to pay for the ad space and the number of customers visiting his ad through the site. The ad space is decided according to the budget of the marketer.

Online media buying relies heavily on three factors: Reach, Frequency and Planning. Reach defines the amount of traffic occurring on your ad. Frequency refers to the number of people clicking on your ad and increasing your sales. Planning is done to manage traffic and checking the traffic generated through it.

2. Media buying for Local Businesses

Media buying has proven to be an immensely helpful source of traffic that helps businesses get targeted traffic to their website that ultimately enables them to boost their profits.

For local businesses, media buying can be the good way to expand their products and to popularize their brand. Media buying helps the local businesses grow by advertising their brand online via other websites.

It provides the local business owners the methodology to negotiate the most favorable terms for their business in terms of cost, performance, placements and cancellations. By doing this, they get better returns for their investment.

With media buying, small business can take advantage of the efficiency gains in advertising and the ad space buying processes. These gains helps increase sales of the brand by exposing their products with complete ease.

By media buying, small business holders can create awareness of their brand and company online. Small business holders can choose a site with higher traffic that would be relevant for their brand which can bring the targeted audiences to them.

The key to successfully using media buying is to find out where your customers are and they'll find you through that channel. By placing your ads at the correct location, the chances of their visibility gets increased many fold.

Media buying is a cost effective method for local businesses owners because they only have to pay for the ad space made by the number of people clicking the ad from their website. It is cost effective, as well as result oriented.

Before media buying, the marketer should make sure that the site on which he will be promoting his brand will get him the targeted audiences. A media buyer needs a comprehensive online marketing strategy designed to attract others, and to convert those leads into sales.

Media buying services include the purchasing of media space on a website which is being visited by people, and the media keeps track of the advertiser’s products and services.

Media buying provides local business owners a chance to make their brand reachable to more people. This will increase the frequency of the targeted audience, and will help to convert them from visitors to paying customers.

Another advantage of media buying is that it is cheaper, it can target the market better and you can be at the right place at the right time. Media buying helps user interaction because everything is measured and quantified to make the buyer know the exact source of traffic.

Media buyers can also know the amount of time visitors spend on their ad and what keywords they used to find them. Online media buying helps to enhance your visibility online in a competitive environment.

By closing examining all of the above mentioned points, it can be well stated that local businesses have a great assistance tool in the form of media buying, and if used properly, it can give prosperous results for businesses growth.

3. Media Buying with Affiliate Marketing

Affiliate marketing is a proven way of marketing in which two or more business owners working in the same, or different niches come together and make a deal to promote each other's products in exchange of a pre-defined commission.

Media buying with affiliate marketing would help the marketer gain the qualified amount of traffic to his offers. Affiliate marketing helps the media buyer get ad space to advertise his products and services on other's websites.

Affiliate marketing provides media buyers the ability to track all advertisements with actual revenue generated, providing an effective way to measure ROI (return on investment) on every campaign you run.

Affiliate marketing keeps an eye on all your competitors and tracks their activities to help media buyers plan and buy media accordingly. With the popularity of online marketing and SEO, affiliate marketing helps you generate sales.

It provides media buyers with the promotion of their products and services to their clients and helps in generating traffic to the website.

It also helps media buyers boost their business, increase their brand awareness in the market and maximize customers for the products and services offered by their brand.

Media buying through affiliate marketing provides all the systems for a company to establish its name in the market, from introduction and promotion, to the management of the company.

For increasing sales, affiliate marketing requires a well developed and tested marketing strategy. The campaign must be informative, clear and attractive to the clients. It needs to be designed based upon goals and objectives.

For a media buyer, affiliate marketing is very cost effective, because affiliate marketing operates on a pay per performance model. Media buyer only pays the affiliate if a sale takes place or a lead is generated from his website.

Affiliate marketing offers a low risk model to achieve expected ROI. Affiliate marketing is performance based marketing, for one or more affiliates, for each media buyer brought in by the affiliate marketing efforts.

Affiliate marketing plays a significant role in marketing strategies to attract the customers through various media buying strategies. For media buyers, affiliate marketers provide the banners, text ads, ad space and traffic for their ads.

Affiliate marketing builds the brand that adds value for the customers. This value adding helps increase the traffic, as well as sales of the media buyer’s products and services.

The major area of affiliate marketing is affiliate networks which are used for making the advertising process simpler and easier. Affiliate networks put the ad in the most appropriate web space to generate quality traffic for your products.

By creating an affiliate marketing program, media buyers can assess the other aspects of their business. Affiliate marketing offers a testing bed for media buyers to check their product’s performance.

Affiliate marketing can be the focal point of overall advertising efforts, giving the media buyer the ability to negotiate the hybrid media buys based on performance. Media buyers have the advantage of low CPM rates and the ability to track it through affiliate programs to determine the ROI of the products.

4. Use the power of retargeting with Media Buying

Retargeting is a form of marketing in which you target users who have previously visited your website with banner ads on display networks across the web. With retargeting, you can only target those visitors who have already experienced your brand.

Retargeting is effective because it focuses your future ad spends on people who have already demonstrated interest in what you have to offer. That’s why brands using retargeting have higher ROI than others.

Retargeting can be done by setting retargeting pixels either on certain sections of your site or on the entire site. As visitors visit the pages where the pixels are, the visitors are added to the targeted audience.

For this, you can target those users who have visited a part of your site, or open it up to your whole site. Once users leave your website, they are shown customized advertisements as they surf around the internet.

These advertisements bring your brand back, often generating the highest click through and conversion rates of any type of online advertising. You can easily recapture the lost visitors and advertise them at a later stage.

Some major players like Google AdWords and Sitescout provide media buyers with the pixels that they can place on any landing page. This allows you to create a custom audience that can be advertised to at a future date.

Visitors who have already visited the site have a higher chance of converting back to your site for their next purchase. Retargeting is a great way of re-engaging your old visitors. It creates traffic which can convert them from visitors to customers.

Retargeting agencies target programmatic media buying processes which provide the customer with cost effective and time-efficient online display advertising.

Programmatic site retargeting is the new way to reduce media waste and increase ROI. It embeds logic and stands to dynamically change ad creativity and media buying.

Many brands today use retargeting to increase their sales of products and services. By dropping a retargeting cookie on the visitor’s computer, media buyers can run their banners in the future, which entices them to come back to your site and make purchases.

Retargeting campaigns take time to set up and run. Retargeting segments will continue to grow throughout the campaign’s life. Retargeting results may vary, but it’s uncommon to see the retargeting of conversion rates.

The audience is cookied, and as they visit other sites, the retargeting ads are shown to them in the display area. The size of the audience generated greatly affects the success of the retargeting campaign.

Retargeting campaigns helps the businesses have web presence to convert web traffic into paying customers. Retargeting can be beneficial for the organization that promotes their brands online and wants to earn a profit.

Retargeting is the connected, unified marketing solution that reaches and optimizes all the relevant media sources. Retargeting helps in achieving higher ROI to media buyers. Retargeting helps in generating targeted audiences, which helps increase sales for the brand.

5. 10 Media buying tips that can change the game

Media buying is the purchasing of ad space over any website to promote the products and services offered by the brand. This helps in generating traffic to the ad which could increase the sales of the brand.

There are certain tips which should be kept in mind for successful media buying, and they are:

Deciding the budget:

Before doing media buying, one should decide the budget for it. Since media buying is a little expensive, media buyers must talk to the agency for starting with small and middle size affiliates. The important thing is to decide a reasonable budget and stick to it.

Decide the traffic source:

There are a number of traffic generating sources through which media buyers can generate traffic. These traffic generating sources can include RTB (real-time bidding), direct buys and ad networks. These sources generate the traffic, so sometime can convert leads into paying customers.

Know your targeted audience:

In media buying, you should know who your targeted audiences are. This depends on the type of services and products offered by the media buyer. These targeted audiences help the buyer generate sales because these targeted audiences get converted from leads into paying customers.

Less is more:

Campaigns with lower payouts tend to have higher conversion rates. The brands which offer less payouts gains higher conversions, so before media buying, one must decide the payouts of his products and services.

Define your goals:

Media buyers must establish goals related to the brand, products and services that will be offered through media buying. Decide what you want to accomplish with your advertisement, and use that decision to help you establish your goals.

Know your publisher:

If you are doing media buying with the help of a publisher, you must know what his market reputation is. There are several publishers. You should know their strengths and weaknesses, and understand who will expose your brand in more effective and efficient ways.

Determine the correct website:

Media buyers must determine the correct website for promoting their brand. Advertising on a website that has higher volume of traffic coming in will provide you with the maximum exposure of your brand, and that exposure will increase your sales.

Examine your level of comfort:

Media buyers must ensure their level of comfort with the publishers, because if the publisher is not trustworthy, or they're not in sync with you, then in long run, you will experience troubles with them. These troubles will affect your brand in some way or another.

Keyword analysis:

Before buying ad space on a site, ensure that the site's keywords are similar to that of yours. This would help traffic to get directed to your ad through the website. Media buyers should decide the keywords which can direct traffic to their ad via a website.

Volume of ads on each page:

Media buyers must make sure that the ad doesn’t get buried in the cluster of ads on the website. Before buying you must understand the ad-volume policy of each site, so that your ad doesn’t get lost in a group of advertisers.

These are a few tips which a media buyer must remember before buying ad space for promoting his brand to assure the maximum exposure of his products and services.

6. Mobile Media buying to get success

Media buying is simply the purchasing of ad space online. When media buying is done with the help of mobile devices, it is known as mobile media buying. It has emerged as one of the top most sources of traffic today.

Mobile media buying is the buying of ads for mobile devices to increase brand sales. Mobile media buying is the process of selecting the best performing mobile media for ad placements.

The main role of media buying is source inventory. Mobile media buyers are always in search of quality traffic and maintain personal relationships with each supplier to ensure a seamless buying process.

Mobile has proven to be a big frontier for the entire online advertising business. Mobile campaigns already have budgets and subsequently been measured against the performance matrices.

Mobile media buying is the buying and selling of media opportunities on mobile devices. Here are some effective tips for successful media buying on mobile:

Mobile compatibility-

One of the most important factors for any successful conversion is how the campaign looks on the devices. The campaign should be accessible on mobile devices.

For mobile media buying, the media buyer must ensure that the page should open in the optimal size and the buttons on it should be easy to click. There should be no error when filling in the forms on that device.

Focus on low price-

For successful mobile media buying, one must focus on the lower price to attain the higher sales. High pricing does not mean that the brand has high performance.

Offering low prices can attract traffic to your brand, which results in higher sales by conversion of leads to paying customers. In general, the most popular apps will cost more, but they don’t necessarily perform any better than the cheaper sources.

Greater Targeting-

One of the most important benefits of mobile media buying is that mobile is in reach of everyone, and everyone can get access to your ads. Mobile media buying gives you an opportunity to reach a targeted group of consumers in a sophisticated and convenient manner.

Through the help of certain applications, mobile media buyers can promote their brands, services and products through mobile devices which can be accessed anywhere and at any time.

Measurement and Tracking-

Tracking is in its early stages in terms of mobile media buying due to the privacy issues related to the customers. There should always be a measurement for the reach to the customer.

Media buyers should think differently, which would go well and beyond paid media to gain unearned benefits and lifetime customer relationships. The most important thing in tracking mobile devices is the various device fragmentations and limitations due to privacy concerns.

Mobile media buying is an ever changing and ongoing process. Through the above tips we can attain beneficial media buying for mobile. It can provide higher traffic, which could lead to higher sales for your brand. Ultimately, it will enable you to succeed in the long run.

7. Performance measurement metrics for Media Buying

To run a successful media buying campaign, there are several factors to be watched. These factors are identifying your targeted audience, tracking, optimizing, banner and landing page creating, are all stuff that can lead a campaign to success.

But the most important stuff that is being looked upon by media buyers is the measurements behind the media buying campaign. Although, it is very basic arithmetic, but it's very effective in aiding the media buyer to create profitable media buys. When you have chosen the media, you now have to negotiate what you’re going to pay for it. The few pricing structures are:

Cost per Thousand Impression (CPM)

Cost per Thousand Impressions can technically be also termed as the Cost per Mile or CPM. CPM refers to how much media buyers have to pay per thousand impressions of a particular ad during the purchase.

This is in contrast to various types of pay for performance advertising where payment is triggered by a mutually agreed upon activity. In CPM bidding, you have to pay for the advertisement based on the impressions received (the number of times the ad is shown).

Cost per Click (CPC)

CPC is how much you have to pay every time your ad is clicked on. CPC refers to the actual price you have to pay for each click in your pay-per-click marketing.

Cost-per-Click is important because it will be deciding the financial success of your paid search campaigns, since the overall ROI of your campaign is determined by how much a media buyer is paying for each click and how much quality traffic is generated through it.

Cost per Action (CPA)

Cost per Action (CPA) is sometime referred as the cost per acquisition, as well. CPA is a metric that measures how much a media buyer pays when a designated action is performed.

CPA is directly affected by the quality score, the higher your quality score, the lower the CPA will be. This does not include deals based on clicks, which are referred to as CPC.

Cost per Lead (CPL)

Cost per Lead or CPL is a performance measure designed for online advertising. CPL defines the revenue made by a publisher creating leads for the advertiser.

This metrics is closely related to other key businesses metrics such as cost to acquire new customers. CPL provides the data for calculating the return on investment.

The above performance measurement metrics are very effective for the media buyer and the publishers. By keeping all the above mentioned points in mind, it can safely be concluded that they hold equal importance for each and every businessman.

8. Online Media types where you can buy media space

There are different ways of promoting your brand online. Media buyers can use the following methods to advertise their brands, services or products online.

Web banners

Web banners have evolved from the traditional printed media banners. These web banners contain eye-catching images and text to attract buyers for products and services.

These web banners contain a hyperlink which leads users to the landing page or home page of the advertiser’s site. There are usually three types of web banners – floating ads, pop ups and pop unders, and expanding ads.

Text ads

Text ads are like small printed advertisements. However, the format of these text ads are limited. These text ads consist of the headline, a URL that sends the buyer to the landing or the home page, that has a small and precise description of the products or services offered.

Text ads are considered a strong power in creating awareness of the product to the consumers.

Streaming Videos

There are three types of video ads which are mostly used for advertising brands, these are: Pre-roll, Mid-roll and Post-roll ads. These ads are played before, during and after a video selected by the user.

Pre-roll video ads are those which are played before the video that user has selected. In pre-roll, the video advertisement is played ahead of the desired video content.

Mid-roll video ads are played during the video selected by the user. Post-roll ads are played after video that user was playing is finished.

Email Ad

Email ads are those ads which are being sent to users through emails. These are sent in the form of either plain text or as a piece of content on a regular basis.

Email ads are different from spam, because these email ads are being sent to those users who have agreed to receive the updates from the advertisers

These ads are about the services and products of the brand which is being newly launched or updated. These emails are sent with the consent of the user.

Social media advertising

Social media advertising is the buying of ad spaces on social media. It is considered to be the most successful driver in terms of online advertising. The benefit of buying ad space through social media is advanced targeting.

Social media users are more willing to share information. Social media advertising increases brand recognition and helps to improve brand loyalty.

Game advertising

There are four types of game advertising, these are: Around game, within the game, Immersive ads and Advergames. These ads are incorporated in some way or another into the games.

The first ad type ‘Around game advertising environment’ is usually based on pre-roll and post-roll ads, these banner ads go together with the game. Some ads are placed within the games but these ads are not user interactive ads.

Mobile advertising

Mobile advertising provides a unique opportunity to connect with consumers on a personal level with ads that reflect their on-the-go needs and moments of precise decision.

There are several types of mobile advertising which includes; mobile display ads, audios, videos, branded apps and location based apps. All of these are easy advertising and increase your brand’s sales.

The above are the various online media types which can be used for advertising and promoting the products and services of a brand. By using them properly, businesses can get desired results for their efforts.

9. Types of Media Buying Technology

Online media buying is the buying and selling of media spaces for advertising any product or services of any brand. These media spaces can be purchased in three ways for online media buying: direct buy, network or agency buy, and intermediate buy.

The above types of media space buying can be explained as follows:

Direct Buy Methodology-

Direct buying is the buying of ad spaces directly from the website owner. Direct buys imply going to the website and buying inventories directly from the website owner or company.

By direct buying media, a buyer gets more transparency in knowing what is actually happening with the advertisement and gets more control over the traffic sources where the ads are being placed.

There are many tools which helps you find sites which offer direct media buys. You can create a list of websites that fit your media buying plans.

After finding these websites, contacting them should be your initial step to do a direct media buy. Through direct media buying, you can step into high volumes of traffic which could be beneficial to your site, and you can attract your targeted audiences to them.

Direct buy sources cut off the middle men, which makes media buying cost efficient and builds a direct relationship with the website for future buys.

The bottleneck for direct media buying is that it has higher CPM (cost-per-thousand impressions). The media buyer has to pay higher CPM for the ads.

Intermediate buy-

Intermediate buying is not a cakewalk for beginners or seasoned marketers. In this process, there are small ad networks that connect publishers and media buyers.

These are beneficial for the media buyers that have small budgets. They can buy ad space at fixed monthly or CMP rates, or they can even buy it on CPC.

It helps media buyers to know where to place the ad to get maximum traffic. It helps to purchase ad spaces according to the media buyer, and helps them in generating traffic and increase sales.

Network or Agency Buy Methodology-

In this method, the ad space is purchased through a third party network or agency. These networks/ agencies are the companies which have the collection of ad spaces through all the large websites and have varying amounts of traffic over them.

These agencies act as middlemen in media buying. They become the mediators between the website owner and the media buyer, and provide buyers with the opportunity of testing a lot of sites quickly.

Through the network/agency buying methodology, a media buyer can set up their ads quickly, as compared to any other methodology. This provides you the potential to scale the performance and traffic generation of a website before purchasing media space on it.

Network or agency buying methodology gives the media buyer a chance to work with the representatives to optimize their media buy which leads to higher traffic generation.

By having a observing all of the above mentioned pointers, it can safely be concluded that all of these types of media buying techniques are of great importance to business owners, depending on their level of operation.

10. Programmatic Buying-basic introduction

Programmatic buying refers to large scale automated buying using a sophisticated algorithm. RTB is an extremely efficient system that is organized by advertising exchanges

which allows advertisers to bid against each other to get inventory offered by the publishers.

In technical terms, it'ss automating the process of buying or selling online media on a massive scale. One of the key aspects of programmatic buying is real time bidding (RTB).

Unlike traditional online displaying, which is inefficient and costly, real time bidding shows the right ads to right people at the right time. Programmatic buying layers all the above parameters with behavioral or audience data within the same platform.

Programmatic buying also implies the use of multi sourced data signals to make targeting and optimizing decisions. It is a way of fully automate the many complicated processes that advertisers may consider during the purchasing of ads.

It is the subset of programmatic marketing. The best programmatic marketing recognizes the user as he moves between channels and touch points, so that each interaction informs the next.

Programmatic systems allow publishers and agencies to conduct large scale transactions in a mutual strategic manner. The reach and frequency gained by programmatic buying is much more effective and targeted.

It provides buyers complete control over their campaign’s performance. This in turn enables the agencies to deliver better results to their clients. Programmatic buying allows agencies to enhance their targeting capabilities so that their impression reaches the correct audience.

Programmatic buying through RTB revolutionized the online media buying because it allowed media buyers to purchase their inventory based on individual impressions through an automated bidding system.

It is conducted through ad exchanges. These ads are increasingly related to recent searches conducted by the user. Real time bidding allows the advertisers to bid against each other.

Programmatic buying helps brands respond to real time signals on an impression basis across screens and across channels. Through it, brands can engage audiences with them.

It's taken advancement in areas of brand measurement, inventory quality and creative flexibility to pave the way for programmatic brand campaigns. Through this, brands are confident in their ability to engage and move the audience however they like.

It reduces the a lot of the guesswork in media buying. It drives stronger marketing through efficiency and effectiveness. Programmatic buying enables marketers to consolidate the customer’s interactions through multiple channels to single dashboards.

It basically imparts the following benefits with it, which are: high quality inventory, the control and accountability of a direct relationship, and the advantage of pricing scales.

These advantages drive more and more advertisers to lean toward programmatic buying. This allows advertisers to target large audiences to ensure high levels of targeted success.

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