Do you have a digital marketing strategy? Does this strategy include media buying?
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If not, you’re likely participating in one of the most common media buying mistakes. Even with a plan for media purchases, there’s no guarantee you’re experiencing the maximum benefits of media buying.
Use this guide to learn what not to do when buying media for your marketing campaigns.
1. Doing It Yourself
The most common of media buying mistakes is doing it yourself.
Many business owners are wary of media buyers. Either they have had a negative experience or impatience prevented getting the benefits of media buying.
When attempting a DIY digital marketing strategy with media buying—don’t. You’re more likely to make mistakes or only randomly benefit. You’ll likely only waste your limited ad dollars.
Often, doing it yourself means unresearched bids. For a successful media buy, you need lots of consumer research. Usually, this involves researching your target market.
You also must set a media buying strategy, which is often not done. Conducting market research is a full-time job. You can use primary or secondary research, but you might now know which is better.
It’s a better idea to turn to a professional marketing agency when purchasing an ad.
2. No Media Buying Strategy
You can’t have a media buying strategy if you don’t have a digital marketing strategy. Often, media buying is overlooked as part of marketing strategies. Professional media buyers know how important it is to have a plan.
Failing to plan is one of many media buying mistakes. If you don’t budget correctly, you could under or overpay for ads. If you don’t strategize based on audience research, you’re likely to miss the mark when you target an audience.
When sitting down with a professional media buyer, you need to spend planning across buying types. How much do you want to pay for display ads versus search or audio ads?
With any business spending, you have to plan. The same goes for media buying. Unbudgeted purchases can wreck a company.
Media buying also covers guaranteed and unguaranteed returns on your investments. You need to understand the benefits of media buying with real-time bidding. You should even understand the basics of requests for proposals (RFPs).
3. Too Much of a Good Thing
Media buying mistakes often include too many ad purchases. Unplanned media buying strategies often result in too many ads. Excessive ad buying means wasted money.
You might also spread yourself too thin from a lack of strategy. Overcompensating for ineffective ads wastes time and money. When you market on too many channels, you lose the potency of targeted advertisements.
Effective media buying targets certain regions and platforms. If you know your audience, you can target an audience effectively. This avoids spreading your purchased ads too thinly.
When you limit your target audience, you focus on market demand. Focused demand gives you more research to use in other markets. When you target a more extensive region with smaller costs, you get data faster.
When you know traffic behavior, you can avoid certain risks. This approach helps avoid unfocused media buying.
4. Unfocused Media Buying
If you forget about customer data, your media buying is probably unfocused. Avoiding media buying mistakes like this means testing your ads. Professional marketing companies use tools like A/B testing.
A/B testing helps you understand your customers. You can target an audience more effectively when you know what they respond to best. A/B testing compares two versions of an ad to see which performs better.
Each ad is labeled type A or B, with only one feature changed each time. You can do this for any advertisement. Effective audio ads might change a phrase at the start or finish of each test.
Professional marketers can also use heatmaps to see how people interact with different ads. These help you with regional targeting. You can visually see where certain advertisements are more or less effective for focused media buying.
Oversaturating regions can also hurt your media buying. If you don’t test different ad types, you’ll see even effective ads lose potency. Instead, routinely test purchased ads to stretch marketing dollars further.
5. Shortened Campaigns
When a digital marketing strategy is too brief, ad spending is less effective. Shortened campaigns cause media buying mistakes, also.
When you don’t give your ads enough time to test with different audiences, you lose data. Losing data opportunities means less information. Less information causes unfocused media buying and wasted money.
Shorter media buying campaigns also decrease bidding opportunities. To get the best prices on the best ads, you need time. When you don’t give a media buyer time, you often pay more for it.
It’s essential to recognize that each part of a campaign has its payoffs. Early on, you get consumer data for better targeting. Eventually, you generate more leads which turn into profit.
Often, conversions delay, and certain days perform more poorly than desired. As you test out more effective ads, this will change. The most important thing to do is give the campaign time to produce desired results.
6. Forgetting Presentation
Brand consistency of photos and videos is another overlooked area in media buying. Using off-brand content is one of many media buying mistakes you should avoid. Any successful digital marketing strategy does not ignore the brand style.
When you rush a campaign, necessary design details can be overlooked. If purchased ads don’t match color scheme or font, you can throw consumers off. There should be no confusion if an ad is tied to your site or not.
Hiring a professional marketing agency can avoid this. Often, they’ll include brand consistency when crafting your website design. A marketing company’s goal is successful advertising, after all.
Brand consistency helps with memorability in your consumers’ minds.
7. Not Knowing Your Audience
It can’t be emphasized enough. If you want to target an audience, you have to know them. Media buying mistakes like an unknown audience cost you a lot.
The more ads you buy to generate the desired leads and traffic, the more money you spend. You shouldn’t have to purchase tons of ads to be effective, though. Instead, a targeted audience avoids unfocused media buying.
You can get to know your audience in several ways. There are various testing modes for ad effectiveness. You can also study a regional impact with heatmaps. The most important thing is to plan.
When you plan, you can use vital consumer data. Determine where your brand and ads are most active. Then, your marketing offers a return on investment.
Getting to know your audience takes time, so make sure you plan to give your campaign time. When you create a more extended marketing campaign, you can adjust purchased ads based on data.
8. Same Old Types of Ads
Often, media buying mistakes include only purchasing similar ad types. When changing your digital marketing strategy, you need different ads for different campaigns.
It might be tempting to use similar ad types based on past effectiveness. The mistake lies in oversaturating consumers.
When users see too many similar ads, they begin to ignore them. The best thing for potent, effective ads is variety.
You can also test new and old ads’ effectiveness with A/B testing. Extended marketing campaigns allow for vital adjustments like this.
9. Paying Too Much or Too Little
New ad-buying often results in overspending. Media buying mistakes are most common for novice purchasers. A little preparation goes a long way to avoid this mistake.
When planning your digital marketing strategy, you need to set daily and campaign budgets. Daily bid rates help you meet traffic goals. Low budgets also help you stretch your marketing dollars further.
If you want long-term returns on your rates of interaction, you need to plan for it. That means slow and steady conversions over a more extended period.
10. Bid Low and Strategically
Overpaying for ads often results in expensive media buying mistakes. To receive the most benefits of media buying, you must bid low and strategically.
If you don’t have the skill or confidence to do so, you can explore RTB software. The best solution is to consult a professional marketing agency who can explain the process to you.
They are more likely to stay within your budget and maximize results. They’ll also likely set a realistic campaign timeline for low, strategized bidding.
Avoid More Media Buying Mistakes With a Professional Marketing Agency
To avoid running into other media buying mistakes, you know you need professional marketing services. Whether you want to purchase digital, audio, or search ads, where can you find a trustworthy media buyer?
Look no further than Go Florida SEO. We offer precise online targeting to make sure your marketing budget goes far. Stop wasting ad dollars on uninterested leads.
Instead, consult us to learn about purchasing behaviors and trends. We’ll help your ads stand out from competitors in a cost-effective way.
Contact us today for a free consultation. Your first month of media buying strategy is on us.