Media Buying Guide - How Does Media Buying Work

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Media Buying 101

0


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Media Buying 101

1


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Introduction

Everyone would love an endless supply of free, high quality traffic.

The thought of this is one of the biggest scams on the internet,

because without a huge amount of time and energy invested, it

just doesn’t exist.

That’s not to say you can’t get a lot of traffic without spending any

money. You can. It just takes either a long, long time and lots of

hard work building a foundation, or it takes dumb, blind luck

because a post happens to go viral or get picked up by a major

news outlet. It’s not realistic for the average website owner.

Enter media buying…

You should obviously use free traffic methods in addition to paid

methods, but media buying can help you get started making

money while you slowly building your free methods like SEO,

Facebook, Twitter, etc.

Media Buying 101

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Media buying can be very costly if you aren’t careful, but with

some wise choices, you can pull in a significant amount of traffic

with very little effort at all.

In this guide, you’re going to learn the basics of media buying, as

well as some tips you can use to lower your costs and get more

quality traffic.

Media Buying 101

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Before You Buy

The very first thing you need to do before you buy is make sure

your offer is the best it can be. This may sound silly, but too many

people jump right into buying a ton of ads without running the

first test to see how well their page converts!

Additionally, you need to be sure you know your demographic

inside out. You need to know as much as possible about your

target market in order to target your ads properly and save

money.

These days, most places that sell ads on a CPC (cost per click)

basis, give the buyer a lower CPC if their ad has a higher CTR (click

through rate). Thus, the better your ad performs, the less it costs.

Sounds great, huh?

The best way to get low cost clicks, therefor, is to make sure as

many people as possible click your ads. I know, it sounds crazy to

even mention this, because everyone obviously wants to get the

most clicks possible, right? But it isn’t just about creating a great

offer and writing good ad copy.

To get the best possible CTR, you need to make sure you’re not

only targeting the right keywords, but also the right

demographics.

Media Buying 101

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Demographics include factors like:

Gender

Age range

Geo location (where they live)

Income level

Education level

Family status (children, or no children)

Marital status (single, married, cohabitating, domestic

partnership)

Ethnicity

Religion

You may not need to know every single one of these things about

your target market. For example, ethnicity is really only important

if you’re specifically targeting a market that targets one particular

ethnicity.

But the more you can learn about your target market, the more

effective your ads will be. Knowing your target market can mean

the difference between paying a nickel a click on Facebook and

paying a dollar a click!

(Yes, it can make that much difference!)

If you don’t know your target demographic, you can either guess

(not really a great idea), you can check your site’s Google

Analytics (only useful if you have it installed and have a decent

amount of data to use), or by using a service.

Media Buying 101

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Some places you can use for demographic research include:

http://www.alexa.com - Search for a website tightly related to

your market and you’ll be able to see its demographic

information,

http://www.quantcast.com - Quantcast provides similar

information to Alexa. Just search for the same type of website.

Some places sell ads not based on a CPC, but at a flat rate or even

a CPA (cost per action, or a price for someone to sign up to your

email list, give a phone number, buy a product, etc.)

You will have some room to negotiate with many places that offer

a flat rate for ads, because you could offer to pay for a few

months in advance to get a lower monthly cost, for example. This

is a good bonus, but remember, you won’t know how well ads

perform there until you’ve actually placed your ad and watched

the results for a while.

Media Buying 101

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Direct Buy vs. Agency

You may be wondering whether you should use an agency to

place your ads or just buy directly. An agency can definitely make

your ad buys easier, and they might even be able to save you

money in the long run, but they’re likely to be more expensive

upfront.

With agencies or ad networks, you’ll be able to get set up quickly,

and you’ll have someone who will work with you to get you the

best deals and best spots that will convert well for you. However,

it comes at a price. You’ll have higher minimums to get started,

and if your rep doesn’t do his or her job well, you could lose a lot

of money.

You won’t have the same connections to get better prices per

click if you buy direct, but you won’t have such high minimums to

get started, and you can directly monitor your own campaigns to

keep a tighter control on your CTR and your CPC.

So which should YOU do?

If you have a ton of money and don’t mind leaving everything in

someone else’s hands, using an agency might be a good idea.

Otherwise, buying direct is definitely the way to go. You’ll have

more control and you can get started without a bunch of money

upfront.

Media Buying 101

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Banner Blindness

Before we get started, you need to know about a little thing called

banner blindness. Banner blindness is a phenomenon in which

users get so used to ads on websites that they learn to tune them

out. In fact, they may even specifically choose a browser like

Chrome that can use an extension to block most ads altogether.

Because of this, the effectiveness of many ad types has waned

over recent years. Banners and text ads (such as those presented

on Google via the AdWords program) just aren’t pulling clicks like

they used to. People know they’re ads, so they automatically

ignore them.

Enter social media. Social media websites have tailored their ads

to appear like standard posts. They do typically set them apart

with some sort of tag like Sponsored, but they look so much like

the other posts on the site that people don’t often notice the tag.

For this reason, we will focus heavily on social media buying as

opposed to other types of media buying, because social media is

usually more effective and more affordable for the average buyer.

If you’re more worried about branding than clicks, other types of

media can still work well. But for profitability, social media almost

always wins.

Media Buying 101

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Social Ads

Social ads are one of the most effective types of ads these days,

because social users are often extremely active, and they can be

targeted very well in most cases. You can often target not only by

demographic, but by specific interests, too.

Let’s take a look at some of the different social networks that

offer advertising, and the basics of how they function.

Facebook

Facebook currently has three ad placements. By default, any ad

you purchase is shown in all three, but you can choose specific

placements if you prefer.

News Feed – Ads show up in the desktop news feed on

computers. Ads appear very similar to standard posts, so

Right Hand Column (RHC) – Ads show up on the right side of

a user’s News Feed in a column that contains ads and other

features.

Mobile News Feed – Ads show up in the News Feed for

mobile users, such as those using phones and tablets.

There are many different ad types to choose from. You can

promote your website, get people to like, comment and share a

post, build up your fan page with more likes, promote a mobile

app, and other types.

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You can find out more information about the specific ad types on

Facebook here:

https://www.facebook.com/business/ads-guide/

One of the best things about the Facebook ad system is their wide

variety of targeting options. You can target by geo location,

demographics (age, gender, education, and others), interests

(hobbies, interests, pages liked, etc.), behaviors (using certain

operating systems, for example), connections (reach friends of

your fans, for example), and even custom audiences to retarget

your own customers.

The secret to getting a good price for Facebook ads is to get the

best possible CTR. The higher your click through rate, the lower

your CPC.

Instagram

Instagram has a pretty good system for ads. They let you see what

your ad will look like as you create it, making it easy to know what

users will ultimately see in their feed.

Unfortunately, Instagram ads are currently only available to larger

companies, but they claim to be expanding soon.

Media Buying 101

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LinkedIn

LinkedIn ads are primarily good for advertising in the business and

marketing arenas, but you could, if you got creative, tie other

types of markets into the system profitably.

You can target by a wide variety of demographics. You can target

based on education, job function, industry, job title, and more.

They offer a variety of different ad types, including display

media of various types:

300x250

260x600

Text ads

They also offer LinkedIn Native Ads:

Spotlight Ads – Show the member profile image and allow

you to link to a landing page.

Follow Company Ads – Lets you build your followers to your

company page. People can follow your company from your

ad with a single click. When they like your page, it’s also

shown to their network, giving you even more potential for

additional followers.

Native Ads are available on two sizes (400x350 and 260x600) and

are sold as CPM (cost per mille, or thousand), meaning you pay

for the people who view your ad, NOT for clicks or results.

Media Buying 101

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You can buy Sponsored InMail, so you can send emails directly to

LinkedIn members.

You’ll supply them with a subject header, text for the email, a callto-action

button, your choice of a 300x250 or 300x600 ad, and

additional widgets, as desired.

This type of ad is available on its own, or you can buy it as part of

a larger marketing purchase. You pay per recipient.

Sponsored Updates will let you reach people with links, images,

videos, presentations and other types of media.

You can buy these ads on a fully managed basis, or you can

sponsor your own updates through the ad system. You can bid on

a CPC or CPM basis.

Standard ads are available on a CPC basis. You can buy them

straight through your LinkedIn account, and you can run multiple

accounts.

Learn more about LinkedIn Ads here:

https://www.linkedin.com/ads/?src=mlc-sols-pg

Media Buying 101

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Pinterest

Pinterest ads are called Promoted Pins. That’s exactly what they

are. They’re just like standard pins, only they’re shown to a large

audience on a CPC basis. Other people can pin these ads and like

these ads, thus increasing your reach without additional cost.

Promoted Pins are in their infancy at the moment, so there aren’t

a lot of metrics available to judge the effectiveness, but they’re

definitely promising. Pinterest is widely known for having an

audience of buyers.

Learn more about Promoted Pins here:

https://ads.pinterest.com/

Other Networks

There are other social networks that have different types of ads

available, as well. Tumblr, for example, has several ad formats to

choose from. Twitters currently has five standard types of ads,

and you can also create your own custom campaign.

You might even search for social networks that are within your

market. For example, there are social networks devoted to weight

loss and fitness, relationships, and many more. Ads there would

generally have less competition and thus cost less, and would also

be more targeted to your market.

Media Buying 101

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CPC Ads

CPC ad networks such as Google AdWords make is easy to

advertise, but costs can quickly spiral out of control if you aren’t

careful. Many advertisers have seen the CPC of AdWords ads at

$5 per click and higher in some markets, making it completely

unaffordable for the average business owner.

That’s not to say they don’t have their purpose. CPC ads can

definitely work in some cases, especially if you know how to keep

costs down.

For example, Google AdWords will give you a lower CPC and show

your ad more often if you have a high Quality Score, which is a

measure of how relevant your landing page and ad are to your

chosen keywords. This makes it especially important to carefully

lump keywords into various campaigns, and perhaps even use

specific landing pages for each one.

You can learn more about Quality Score here:

https://support.google.com/adwords/answer/2454010?hl=en

And here:

http://www.ppchero.com/ultimate-guide-to-adwords-qualityscore/

Media Buying 101

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AdWords isn’t the only game in town for CPC ads. There’s also

Bing and others.

Here are some other CPC networks to try:

http://bingads.microsoft.com/

http://www.adroll.com/

http://www.advertising.com/advertiser/sponsored-listings

http://www.infolinks.com/

Media Buying 101

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Direct Ads

You can also buy ads directly on websites. Many high traffic

websites have a media kit you can download that explains their

demographics, traffic levels, and the cost for various ad positions.

If they don’t, you can usually find a contact form on their website

to inquire about advertising rates.

The biggest benefit of buying ads directly on websites is the ability

to be certain you’re reaching your target market. You can

advertise on sites that perfectly match your demographic and are

perhaps even your direct competitors, thus ensuring you get the

type of traffic you need.

Perhaps the biggest drawback is the inability to tailor ads on the

fly. You won’t usually get instantly updated stats, meaning you

can’t see how well your ad is performing based on impressions, so

you have no idea what your CTR might be until it’s too late to

change anything.

When you find a site that works for you, there’s a good chance

you can negotiate a lower monthly fee for your ad by purchasing

multiple months in advance. This will help keep costs down and

you’ll continue to get the traffic you’ve already seen converts well

for you.

Media Buying 101

17


There are ad networks you can use to reach various websites,

including:

https://buysellads.com/

http://www.adsharemarket.com/

http://advertiise.com/

Many publishers prefer to run their ad space through networks so

they don’t have to manage everything themselves. Sometimes

using a network is the only way to get your ads on a certain site.

The biggest benefit to buying ad space through a network instead

of directly is that they usually have statistics, so you can make

changes to your ads on the fly to increase CTR.

With direct placement, you usually won’t know how many

impressions your ad receives until much later, and you have to

contact the site owner to ask them to manually change your ad if

it isn’t performing well.

Media Buying 101

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Conclusion

Social ads are the biggest trend in media buying these days. It’s

something anyone can do with very little upfront investment, and

you can see your results immediately in most cases. You can

adjust ads on the fly to decrease your CPC and increase your CTR.

CPC networks like AdWords have been the standard in media

buying for many years. They are quickly becoming outdated as

CPC rates explode due to massive competition, and their

effectiveness has waned drastically due to banner blindness.

Direct media buying can be profitable, but unless you buy through

an ad network, you typically don’t have a way to track your results

and respond quickly to raise your CTR.

Any type of media buy can work for you if you’re willing to put in

the time and money to really fine-tune your ads, but if you’re

looking for quick results with less money upfront, social ads are

probably a safer bet.

I wish you the best of luck with your media buying, and I hope

your campaigns are very profitable!

Media Buying 101

19


Resources

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App Builder

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Easytube

Youtube Page 1 in 1 minute Easy System - See How All

My Videos Rank Page 1 in Youtube, Yours Can Be

Call To Action Videos

Double Your Video Conversion! Get 52 Call To action

Videos With REAL Actors + Video Mixer Software

Video Bomber

Bomb YouTube With UNLIMITED Unique videos in

Media Buying 101

20


Just Few Clicks, Fast and Easy Software!

Instaquote

Get Unlimited Facebook,Instagram,YouTube Unique

content! Create STUNNING 100 Quotes in 7 seconds!

YouTube Rank Checker

YouTube Rank Tracker - Track Fast & Easy Unlimited

Keywords & Videos Ranking - $7 One Time Payment!

Top Social Advertising Tools

Adespresso

AdEspresso offers services for advertisers and media

agencies to create, analyze, and optimize their

Facebook advertisements.

===

Connect Audience

ConnectAudience – Seamless Autoresponder & FB

Account Integration For MASSIVE ROI Boosts

===

Media Buying 101

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Connect Leads

Using ConnectLeads you can easily connect your

Facebook Lead Ads to any of your autoresponders

and/or CRM. ConnectLeads then automatically

submits all leads into your email marketing software –

in real-time!

===

Connect Retarget

Connect Retarget is a cloud-based platform by Wilco

de Kreij that takes retargeting to the next level (also

makes it a lot easier). Using Connect Retarget you

can run behavioral retargeting campaigns, meaning

you’ll be able to target the highest potentials’ of your

visitors.

===

Connect Explore

ConnectExplore finds Facebook Pages which have

liked similar Pages to their then allows you to target

these “liked” pages. This way, you can ‘piggyback’ on

the work of work of others – you won’t be limited to

your own creativity to find interests.

===

Media Buying 101

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Wordstream

WordStream helps online marketers maximize the

performance of their paid search and social

campaigns, driving traffic, leads, and sales for lower

costs.

===

Perfect Audience

Perfect Audience Mobile, web & Facebook retargeting

done right. Bring all your retargeting together into one

powerful dashboard. Setup takes minutes. See results

immediately.

===

Adroll

Attract new prospects, convert customers, & grow

customer value with AdRoll — the retargeting +

prospecting platform of choice for over 30000

businesses.

===

Conversion Logic

Conversion Logic is the media industry’s most

intuitive cross-channel attribution platform. Built from

the ground up by a team of attribution veterans,

Conversion Logic’s SaaS platform is designed for

Media Buying 101

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CMOs, brand leads and media practitioners who need

to make fast and accurate decisions in managing their

multi-channel media campaigns around the world.

===

ReTargeter

ReTargeter is the premier retargeting platform for

companies looking to optimize their online advertising

with targeted display ads.

===

ChoiceStream

ChoiceStream is an innovator in advertising

technology, powering campaigns through proprietary,

first-party data collected by its owned and operated

subsidiary, pollshare.com, and its class-leading

programmatic media technology.

===

Nanigans

Nanigans advertising automation software powers the

world’s leading in-house performance marketing

teams. Offered as Software-as-a-Service, Nanigans

software features programmatic media buying,

predictive revenue optimization, and real-time

business intelligence across today’s most valuable

channels.

Media Buying 101

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===

Rocket Fuel

With Rocket Fuel, programmatic becomes predictive

when marketers use real-time data and artificial

intelligence to anticipate consumer needs.

===

Simpli.fi

Simpli.fi is the platform of choice for sophisticated

buyers who manage hundreds or thousands of

campaigns of all sizes. Using Simpli.fi's unique

capabilities to target and optimize through

unstructured data, trading desks and networks can:

Customize audiences to the needs of local markets.

===

Screaming Frog SEO Spider

Tool

The Screaming Frog SEO Spider is a website crawler,

that allows you to crawl websites' URLs and fetch key

onsite elements to analyse onsite SEO.

===

Media Buying 101

25


Content Analyzer

This web page optimization tool analyzes existing on

page SEO and will let you see your website’s data as

a spider sees it allowing for better web page

optimization. This on page optimization tool is helpful

for analyzing your internal links, your meta information

and your page content in order to develop better

onpage SEO.

===

app buzz sumo

BuzzSumo provides insights into the most popular

content online and the influencers sharing it.

===

Outbrain

Promote your content on the web's largest publisher

sites, including CNN, TIME and thousands more,

through our content discovery platform.

===

Vibrant Media

Vibrant Media delivers viewable, native advertising at

scale. Vibrant connects consumers in real time with

brand experiences cross-platform.

Media Buying 101

26


===

Funnel.io

Funnel.io is a marketing analytics software for online

advertisers and e-commerce companies that

automatically collects data from all advertising

platforms and connects it with conversion data.

===

Google Adwords

AdWords (Google AdWords) is an advertising service

by Google for businesses wanting to display ads on

Google and its advertising network. The AdWords

program enables businesses to set a budget for

advertising and only pay when people click the ads.

The ad service is largely focused on keywords.

===

Facebook Advertising

Facebook ads are targeted to users based on their

location, demographic, and profile information. After

creating an ad, you set a budget and bid for each click

or thousand impressions that your ad will receive.

===

Media Buying 101

27


Twitter Advertising

Twitter Ads objective based campaigns are designed

to help you achieve results that drive action and add

value to your business. Create campaigns tailored for

a variety of business goals, from driving website traffic

to increasing brand awareness.

===

Linkedin Advertising

Advertising on LinkedIn helps businesses of any size

achieve their goals. Advertise on LinkedIn to reach

your ideal customers on the world's largest

professional network.

===

Work Smarter

Not Harder!

We all know that using internet marketing tools

can help us get big success

Media Buying 101

28


However, did you know that using best internet

marketing tools is THE key element for real

success of your business?

Here is why we must use marketing tools:

Use tools can help you

Earn more money!

Save more time!

Because For almost every paid tool you can find

a free alternative one!

Use tools can save you time because when you

have the best productivity tools, you add more

hours to your day!

Need more customers and more leads? You

must know the best tools nowadays for you to

collect emails fast and easy.

Do you want your site to reach higher rankings?

You will find in our guide top popular SEO tools

for free and also paid ones.

Do you feel that you waste a lot of time working

on social media marketing?

Media Buying 101

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We have gathered in top tools the best top

social marketing tools for to automate your

social media marketing.

Don't know which content to write for your

audience?

You can find in this guide top tools that give you

top ideas to generate the best texts filled with

interesting content.

This big list of top internet marketing tools

includes almost every tool you’ll ever need to

master every aspect of a digital marketing

campaign

Feel free to share this guide with your friends!

They will definitely be thankful!

ALL 100 TOP TOOLS CATEGORIES

Content Curation Tools

Social Media Tools

PPC Tools

Media Buying 101

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Content Optimization Tools

Rank Tracking Tools

Tops Keyword Research Tools

Keywords Ideas Tools

Technical Seo Tools

Top Seo Tools Link Building

Top Seo Tools

Top Landing Pages Creators

Twitter Trending Topics

Twitter Tools For Images

Media Buying 101

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Twitter Hashtags

Top Twitter Tools

Top Facebook Tools

Top Lead Generation Tools

Top Autoresponders Tools

Build Email List Tools

Top Niche Research Tools

Top Trends Tools

Ecommerce Software

Screen Capture Video Audio Tools

Media Buying 101

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Gif Creator Tools

Free Banner Creators Tools

Top Online Contests Tools

Twitter Tools

Twitter Analysis Management Tools

Competitive Analysis Tools

Backlink Investigation Tools

Tools For Writers

Instagram Tools

Notifications Monitoring Tools

Media Buying 101

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New Launch Products Sites

Question And Answer Sites

Push Notification Tools

Time Management Tools

Webinars Tools

Heatmap Analytics Tools

Free Wordpress Tutorials

Website Templates builder Tools

Website Testing And Analysis Tools

File Sharing And Data Storage Tools

Media Buying 101

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Brainstorming And Mind Mapping Tools

Top Interstitial Traffic Networks

Top Solo Ad Traffic Sources

Top Native Ads Traffic Networks

Top PPC Networks

Top PPV CPV Networks

Top Mobile Traffic Networks

Infographic Submission Sites

Free Video Submission Sites

Free Article Submission Sites

Media Buying 101

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CPA CPM Aff Networks

Mobile Marketing Tools

Scraper Extractor Tools

Support Tools

Graphic and Design Tools

Efficiency Tools

Virtual Assistant Sites

Top Outsourcing Tools

Traffic Analysis Tools

VPN Tools

Media Buying 101

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Integration Services Tools

Social Media Analytics Tools

Url Shortener Tools

Content Ideation Tools

Domain Name Idea Generators

Domain Appraisal Tools

Domain Email Tools

Business Dashboard Tools

Increasing Influence

Payment Gateways Tools

Media Buying 101

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Project Management Tools

Customer Support

Website Monitoring Tools

Form Builders

Website Builders

Image And Cliparts Sites

Design Tools

Video Creating Tools

Surveys

Top Outreach Tools

Media Buying 101

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Top Live Chat Tools

YouTube Marketing Tools

Mobile Marketing Tools

Top Heatmaps Tools

Top E-learning Platforms

Top Content Tools

Cloud File Storage

Top Affiliate Marketing Sites

Top Analytics Tools

Top Social Advertising Tools

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Content Creation Tools

Social Analytical Tools

Monitoring Sharing Tools

Internet Marketing Top Forums

Internet Marketing Newsfeeds

Internet Marketing Top Sites

Media Buying 101

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