Ok, we’re going to make this quick and dirty. You’ll find nothing but a solid action plan to media buying in this post. No fluff, no filler – Just a simple way for you to get started with media buying and a relatively small budget.
Drive display traffic direct to the merchant through an affiliate link (Direct Linking)
The steps below assume you have an offer you want to run and affiliates links to use.
Step 1 – Research and Analysis
- Find out who your competitors are
- Search Google for main niche keywords, take note of PPC advertisers that are directly competing
- Use http://www.similarsites.com/ to find competitors too
- Like Facebook Pages in your niche – take note of advertisers
- What Banner Ads Are They Running
Step 2 – Banner Creation
- Simple is better.
- Use clear call to action buttons OR blue underlined “text link” look
- Try to incorporate the merchant’s headline into your banner copy
- Don’t worry about fancy software. MS Paint could work if kept simple enough. Try www.pixlr.com for free online editing software that’s more advanced than MS Paint.
- Create multiple variations of banners.
- Try creating banners that appeal to different demographics.
Step 3 – Testing
- Setup an account at www.clickcertain.com
- Create a campaign with $100 – $500 in test budget. (more is better)
- Clickcertain will allow you to target websites by keyword
- Add sites your competitors are getting traffic from
- They have a 98% reach of websites on the Internet
- Huge inventory of impressions available
- Campaign Setup
- Set campaign goal type to CPC
- Set Campaign Goal Value at 0.20 to 0.50 CPM
- Set Frequency Cap type to Even
- Set Frequency Cap to 2 per day
- Run all ads “ATF” or above the fold
- Setup banner ad split tests (at least 2 variations of each banner)
- Start with “big 3” banner ad sizes 300*250, 728*90, 120*600
Step 4 – Cut Losers, Optimize, and Scale
- Start cutting losers after you’ve had at least 5,000 impressions
- Replace banners with low CTR with new variations
- Blacklist sites that don’t send clicks
- Increase budget
- Try new targeting options – audience profiling, contextual, etc.
- Try other RTB platforms like sitescout.com
So that’s it – SUPER quick and slightly dirty. Nothing is ever as easy as a set of bullet points. BUT if you follow this you’ll be well on your way to finding out what works for you. Happy hunting!