In today’s fast-paced and competitive digital marketing landscape, media buyers must adapt their strategies to stay ahead of the curve. Just a few years ago, the technical and targeting-savvy marketers held the advantage, but the landscape has changed. In the current environment, creativity reigns supreme, with the algorithm prioritizing user experience above all else. In this blog post, we will discuss the key principles and lessons in achieving success in media buying today, focusing on ad quality, audience quality, and targeting.
Ad Quality: Delivering a Superior User Experience
As media buyers, it’s crucial to recognize that Facebook and other advertising platforms are continuously fine-tuning their algorithms to prioritize user experience. This means that if your creative delivers a better experience to the end user, your CPMs (cost per thousand impressions) will be lower than your competitors’. So, how can you ensure that your ad creative is top-notch?
- Invest time and effort into designing visually appealing and engaging creatives.
- Test different ad formats (images, videos, carousel) to see which performs best with your target audience.
- Ensure your ad copy is clear, concise, and highlights the unique selling points of your product or service.
Remember, if your ads are lackluster, your ad costs will be high, so make creativity a priority.
Audience Quality: Navigating the Competitive Landscape
It’s important to understand that your CPM is also influenced by the competition in your target market. For instance, if you’re targeting a highly competitive market like Chicago, Dallas, or Salt Lake City, the sheer volume of media buyers competing for the same audience will drive up the cost of impressions. To navigate this competitive landscape, consider the following:
- Research your target market to identify areas with less competition.
- Target niche audiences that may be overlooked by your competitors.
- Experiment with different bidding strategies to optimize your ad spend.
Targeting: The Algorithm Is Smarter Than You Think
Many media buyers mistakenly believe that layering on multiple interest-based targeting options will improve their ad performance. However, doing so can actually increase your CPMs, as each additional layer of targeting incurs a “tax” from the platform. Instead, trust the algorithm – it already knows how to target users based on the content of your ad creative.
- Avoid over-targeting by limiting the number of interest-based targeting layers you apply.
- Focus on creating high-quality ad creatives that naturally appeal to your target audience.
- Monitor your ad performance and make adjustments as needed to ensure your targeting remains effective.
The winning media buyer of today is no longer the technical wizard of the past, but rather the creative master who can craft engaging ads that resonate with their target audience. By focusing on ad quality, audience quality, and smart targeting, you can achieve success in media buying and outperform your competition. Remember, the algorithm is constantly evolving to prioritize user experience, so it’s essential to stay informed and adapt your strategies accordingly.