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Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns
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Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns

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Brandon Adcock

Brandon Adcock

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  • 1. Media Buys: Why You Should and How it Impacts Search
    Brandon Adcock 5/19/2010
    Search Exchange
  • 2. Objectives
    What is Media Buying
    How to leverage it
    How it impacts search
    Why I shifted focus away from search
  • 3. Media Buying Explained
    Media Buying is typically considered the act of purchasing a predetermined amount of display media through a contract
    I Will spend $x over x days
    All rates are negotiable and can be on CPM, CPC or CPA basis. Usually ~$15-25K Min
    Signed contracts are called Insertion Orders (IOs)
    Performance goals need to be assigned
    Multiple ads for each standard ad size
  • 4. Types of Display Networks
    Network + Publisher Hybrid
    Sells inventory from their own sites and inventory on sites they don’t own
    Yahoo, Microsoft, AOL
    Network only
    Sells inventory on other people’s sites
    24/7 Real Media, Burst, Tribal Fusion, CPX, Pulse360, ContextWeb, Valueclick, AdMob(mobile)
    Direct from Publisher
    Sells inventory directly from sites they own
    Facebook, MySpace
  • 5. Who Does Media Buying
    Display is not for Brand Advertisers only
    Great for Direct Response too
    Credit Scores, Netflix, As Seen on TV, Vacations, Insurance
    Brand Advertisers want:
    Awareness/Visibility
    Brand Recall/Association
    High Quality
    Direct Response Advertisers are:
    Price Sensitive
    Actively Optimize
    Strictly ROI Driven
  • 6. Executing & Optimizing
    Must decide: Branding or DR
    Set Appropriate goals
    If DR, must have accurate CPA target
    After gathering data optimize by
    Frequency capping
    Ad creative
    Blocking sites
    Demo (Facebook is good for demo data)
    Day parting
    Price
    Landing pages (usertesting.com)
    Cookie Latency
  • 7. Using Data to Optimize
    Track every keyword, every ad, every referrer
    Remove poor performing keywords and ads, block poor performing sites/referrers
    I even track IP blocks (exclude in Google)
    Track countries or states, weed out bad ones
    Remember CTR matters, so don’t cut ads based solely off CVR, look at EPC(earnings per click)
    Test new headlines, colors, images, call to actions on landing pages with high volume traffic
  • 8. Self Serve Platforms Explained
    Facebook
    Huge amounts of inventory
    Ability to target by age, location, gender, keywords, birthday, sexual orientation, marital status
    CTR is extremely important (headline & image)
    MySpace
    Uses standard ad sizes (300x250 & 728x90 get most impressions)
    Target by age, gender, area within US, interests
    Bid high at first 0.8+ then drop bids
    Google Content
    Target by keywords or site
    50-75 keywords per ad group, related terms
    High CTR = lower CPCs
    Optimize by dropping keywords or blocking sites
    Use placement reports
  • 9. Display & Search
    Push vs Pull
    Display drives searches
    Topics
    Brand
    Ad copy/slogan
    Holistic approach is optimal
    Increased retargeting capabilities/reach
    Google Content
    Retargeting Search Users
    Fetchback (CPA retargeting)
  • 10. Why I Shifted Away
    Faster
    Guaranteed delivery
    Larger barrier to entry
    Higher Volume
    9.72 Billion US searches in April 2010
    Facebook served 50B impressions in Q1 ’10
    Less hassle, no slaps
  • 11. Thank You