Media Buying Guide - How Does Media Buying Work

Media Buying 101 

0

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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. 


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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. 


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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. 


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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. 


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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. 


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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. 


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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. 


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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. 


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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. 


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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 


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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. 


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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/ 


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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/ 


16

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. 


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. 


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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! 


19

Resources 

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Call To Action Videos 

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Video Bomber 

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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 

=== 


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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. 

=== 


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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 


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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. 


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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. 

=== 


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. 


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=== 

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. 

=== 


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 


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? 


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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 


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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 


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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 


32

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 


33

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 


34

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 


35

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 


36

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 


37

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 


38

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 


39

Content Creation Tools 

Social Analytical Tools 

Monitoring Sharing Tools 

Internet Marketing Top Forums 

Internet Marketing Newsfeeds 

Internet Marketing Top Sites 


40

Media Buying Guide - How Does Media Buying Work

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