Mistakes to avoid while buying traffic
Whether you want to build brand awareness or promote your products or service, you’ll need to do some old-fashioned media strategy.
To some, it may seems easy – after all, how difficult can it be to collect data and use it to connect your campaign goals with the appropriate messaging and marketing channels?
However, media planning is both an art and a science, and because of the complications, mistakes are all too common.
Here are some of the most common media planning mistakes that will always destroy your campaigns, so to help you with your next campaigns we will explain how to avoid them.
l The selection of traffic source
The truth is that everything has its own set of advantages and disadvantages. It’s more difficult to determine how many traffic sources are required, and the most important thing is to avoid going to extremes.
Don´t go with too many sources at a time, so it will be harder to follow everything and mistakes will be done sooner or later.
But also don´t get traffic from a unique source, the same campaign with the same creatives may work with traffic from one source but not with a similar traffic from a different source.
l Not doing enough tests and analytic
It’s normal that you’ll want to maximize your return in a short period of time when you first start working. Many people prefer to overlook the importance of first testing an advertising campaign before continuously monitoring and analyzing statistics. As a result, profit is sometimes made, but affiliate networks, and other companies are responsible for it, not the media buyer.
l Working with a single Ad Format
It’s important to remember that there are a range of forms of communication with your target audience. If you are having good results using popunders, that doesn´t mean that trying banners or native traffic won´t bring you better ROI. Never think you reach the peak of your campaigns, keep testing and trying new and different formats.
l Overfilled black lists
Analysing your results and blocking not profitable sources is a good practice, but don´t over block too many websites.
With such a strategy, you not only exclude some websites that really doens´t work for your campaign, but you also risk blocking half of your intended audience that may later convert for you. If you’re unsure about a website, try adjusting an individual rate and testing it.
l Changing Everything Possible at the Same Time
In order to optimize campaigns, there are many aspects and definitions you can change (bid/cap/banner/targeting).
That is why, after making a change, you should always wait.
Take your time to consider the implications of each change you make.
With this approach, if something negatively affects your performance, you can easily go back.
If, on the other hand, the modifications you’ve made have been beneficial, you can keep optimizing.
Remember: When optimizing a campaign, you must never make the error of looking at each parameter separately.
In fact, you should be aware that even a minor alteration might have a significant influence.
Working as a media buyer gives you a lot of control and allows you to make key advertising decisions. You’ll be on your way to having a successful media buying strategy if you avoid the mistakes we identified in this article.
Do you still have questions about how to make the most of media buying for your company? We’re always willing to assist. Fell free to contact us, so that we can assist you in finding the best ads for your campaigns.
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