The key to effective media buying is selecting the right ad inventory and using a bidding strategy that helps you reach your target audience at the most cost-effective price. Google Ads is a top platform for media buyers because of its massive reach and flexibility in ad types like video, search, display network, and shopping ads.
As a media buyer, you need to be an expert in being in tune with the latest trends, conversion based on situation, and analytic skills. Although you are an expert media buyer, mistakes can still occur.
In this article, we’ll explore common media buying mistakes and provide useful tips on how to avoid them.
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Not getting involved in the creative process
Effective advertising requires both the creative team and media buying team to understand what target message that content wants to give. A common mistake is separating the media buying team from the creative process. To overcome this, foster collaboration between your media buyers and creative teams. Ensure that the messaging and visuals align with your media strategy, creating a seamless and compelling customer experience.
Wrong bidding strategies
Choosing the wrong bidding strategy can lead to overspending or missing out on valuable opportunities.
Businesses must carefully consider their goals, budget, and target audience to select the appropriate bidding strategy that aligns with their campaign objectives.
Tips to avoid the mistake:
Choose bidding strategies (e.g., target CPA, maximize conversions) based on campaign goals and budget constraints.
Monitor and adjust bids regularly to optimize ad spending and maximize ROI.
Not optimizing for revenue-generating metrics
Getting lost in paid advertising metrics is easy because so many things contribute to running a successful campaign. For instance, many people focus on their click-through rate (CTR) because it’s an indicator of whether their ad copy is performing. Of course, you should keep an eye on your CTR, but even if you’re mastering it, it doesn’t mean your ads are actually producing revenue for your business.
Depending on your overall business goals, optimize for one or more of the following revenue-focused KPIs:
Cost per acquisition (CPA)
Return on ad spend (ROAS)
Neglecting audience researching
Research is one of the key points of a successful campaign. A campaign with a lack of audience research can lead to ineffective campaigns and wasted resources. Also with the wrong audience target, your campaign can end in the wrong direction. To avoid this, we need to invest more time in audience research by conducting surveys and interviews and learning competitors’ pages and similar pages.
Inadequate tracking and attribution
Without proper tracking and attribution, it becomes challenging to determine the effectiveness of campaigns and optimize them for maximum ROI.
Implementing conversion tracking and analyzing attribution models can provide valuable insights into the impact of Google Ads and guide future optimizations.
Tips to avoid the mistake:
Set up conversion tracking for meaningful metrics such as sales, leads, or sign-ups.
Use attribution models (e.g., data-driven attribution, last-click attribution) to understand the impact of different touchpoints on conversions.
Pausing campaigns too early and frequent optimization
Patience is the key to success in obtaining the appropriate results from media buying activities. Thus, it is advisable not to optimize the campaign too often.
Some campaigns take time to gain traction and deliver results. Shutting down a campaign too early may loss valuable data and potential success. Monitor key performance indicators (KPIs) over an appropriate time frame before making decisions. Be patient and allow your campaigns the opportunity to optimize and deliver the desired outcomes.
Excessive focus on niche
While media buying requires the advertiser to have a specific set of target audiences to market, it is also important to allow the algorithm the room to explore and find the ideal audience for your campaign.
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session👇
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Jovan Simic, Account Manager
Jovan Simic is an experienced media buyer responsible for over $30M in profitable ad spend. At Inceptly, Jovan has collaborated with prominent brands, including Advanced Bionutritionals, Amplify Solar, Fittrack, John Crestani, and The Social Man, demonstrating his versatility and expertise. His deep understanding of media buying and consistent track record of success make him an invaluable asset to the industry.
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