Online Ad/Media Buying

When growing your business, it’s important to buy measurable advertisements. If done well, online ad/media buying can be one of the most efficient ways to increase your revenue and exposure. When buying media online, companies should have a goal for the campaign, such as, sales, retention, or whatever your campaign goals are.

Conversion Tracking/Campaign Optimization

Using conversion tracking in your ad/media buying is the most important thing you can do when buying ads/media online. Conversion tracking allows your advertising platform to dynamically optimize your ads for volume & efficiency. To use conversion tracking, your company will need to determine which event it wants the campaign to be optimized on. If your goal is sales, sometimes the best event to optimize on is the sale itself. Though, if your sales are low in volume or infrequent, it may be beneficial to move the conversion event up in the funnel. For example, instead of the event being the sale, you can move the conversion event up in the funnel by using someone reaching the checkout as your conversion event.

Understand Your Advertising Platform

Different platforms have different methods to best use the system. For instance, on Facebook, the image you choose is one of the most effective ways to optimize your campaign. Understanding the best practices on each platform will allow your company to best iterate and drive down your cost of getting customer to behave the way you’d like them to.

Ad Optimization

Start with 2–5 different Ads per campaign. After around 1,000 impressions or 100 clicks (depending on your budget size), you can “call it” and pause the ads that are losing you money and iterate on the top performing ads. Testing different ad formats, call-to-action language, or value propositions are some of the top ways optimize your ads.

Audience Creation

Selling a Filet Mignon to a vegan is a bad idea.  That’s why it’s important to know your target audience.

Whether your target audience is specific or broad, you have to understand who they are (age/gender/interests), what they are searching for, and how do they behave.

Remarketing

In life (hopefully) people that know you, are more likely to trust you. This is the same in business. Users that have visited your page/app before or are signed up to your service are more likely to purchase or reuse your product again. Running ads that target these individuals has proven to be more efficient than a user who has not seen your product before.

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Goldstein Growth Analytics Services specializes in: Facebook Ads, Instagram Ads, Google Search Ads, Google Display Network, other Online Ad Networks