So I just picked up my copy of Media Buying Unleashed a Media Buying video course by Scott Rewick (One of the top Online Media Buyers in the world) and I am telling you this is one of the best sources of information I have found on the topic of media buying. If you are newcomer in buying media like myself you would know that there is very limited information on the subject but so far I picked up a bunch of solid information that I could actually apply to a campaign. There was a particular part of the course that id like to share with my visitors the 5 deadly sins. Here they are.
Failure to Focus on one network at a time - Decide on a network and don't go wandering off into another network until you've mastered the first. There is a deadly sin in this industry and that is lack of focus. Most people don't spend enough time understanding a network, before jumping off to the next one. Stick to one at a time and get really good at it.
Failure to change or rotate ad creative - All online advertising creative experiences user fatigue over time. Campaigns which run out of steam quickly are those that fail to change or rotate their ad creative. This includes changing images, headlines, descriptions and landing pages. The most sophistacted advertisers are constantly testing and roatating in new ceative.
Too ambitious with design or creative - Engagement and click through rates for standard IAB Units continue to fall, yet many advertisers fail to think critically about what will generate the most engagement by users, even after time and money is poured into their designs and concepts. You may have a nice logo and a stunningly attractive ad but will your target audience notice what reason they have to click?
Using Long Tail Sites and Ad Networks - Ad Networks that serve long tail publishers have a much higher incidence of click and impression fraud resulting in lower ROI for advertisers. Is a $.40 CPM really a bargain when half of the impressions and 95% clicks are fraudulent? Sticking with premium distribution will not only increase your brand value but will also deliver increased ROI.
Unable to get over the learning curve - Many advertisers have grand plans to scale their busness using digital media but are disappointed with their first attempts. It takes patience and time to optimize successful online campaigns, from finding the best creative and placements to optimizing landing pages.
Please note I am posting this as a huge fan of Scott Rewick's work. I take no credit for the above content and all credit should go to Scott. I thought the above content would be very useful to people just starting out in media buying. If you are new to media buying I actually suggest you pick up his course you can find it here Media Buying Unleashed.
