Tips For Media Buying And Planning On Websites

Over the last 15 years I have been responsible for booking many online and offline advertising campaigns – some have worked and others have not!

One thing to bear in mind is that the whole media buying and media planning environment has changed substantially with the introduction of simple and almost automated online products. These include banner advertising networks, CPC ads, Video services like You Tube and many others.

If you are going to book advertising space on websites, then you should certainly spend at least two to three hours researching the potential markets first. It is pointless to enter into an advertising schedule when you know very little about the products you are buying.

Another fundamental point is that you must track your activities so you know which ad designs and messages create the best responses. This is very important.

Before you start your ad campaigns, always make sure that your potential media outlets attract the audience you want. It is your money and therefore critical that you get the very best results for your money. With the web interface as it is, there are no excuses to just throw money away and you will need to spend a bit of time to plan your schedules.

When you have found relevant sites, just test the water with a campaign that will bring you around 200 clicks per day to your site. You should then tag different landing pages with individual tracking codes and monitor the effectiveness of each advert separately.

Media Planning and buying isn’t difficult. It just needs a bit of thought to set you up in the right direction.