Media Buying 101 PLR Ebook

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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.

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 – Quantcast provides similar 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.

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.

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.

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.

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.

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:

• 300×250

• 260×600

• 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 (400×350 and 260×600) 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.

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