Media Buyer in 14 Weeks
Learn by doing.Practice new skills every week like . You'll master Media Buyer by solving real problems for fictional companies, with expert tutorials, templates and scripts to guide you along the way. Get started today and you'll be qualified for the job by July 4, 2023!
What is Media Buyer?
Optimizing media is one of the most important roles in marketing, because you control all the budget! Modern platforms have myriad options in terms of different settings and optimization decisions you can make, which makes for a complex and results-oriented role. You need to be savvy with data, as well as having an understanding of targeting, and know when to swap creative in or out based on its performance. This field is extremely competitive and fast-changing, with sometimes multiple major changes coming in a matter of weeks.
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Should we turn off brand ads
When people search for your brand term, should you run an ad? Performance looks great but are those conversions all incremental? Let’s run a deprivation test and find out.
What other bad keywords are we matching?
Your boss Googled "vegan hotdogs" and saw one of your ads appear. Just one problem... our hotdogs ain't vegan. What other irrelevant terms are you bidding on?
Let's keep our UTM tracking consistent
If you look at analytics and see “facebook”, “face book”, and “FB” in the utm_source, that company is not going to make it. Every analysis just got 10x harder because you have to account for all the misspellings in every filter. Garbage in, garbage out.
Pause all the worst performing ads
The biggest mistake I see with junior marketers is taking pride in doing a great job on mundane tasks that should have been automated. Make the computer do it and clear some headspace for more important things. Mastering APIs is how you scale to $20k+ per day.
Who should we target?
In digital marketing we often pretend like the potential audience we’re targeting is infinite. The algorithm will provide. In reality good marketing strategy starts with proper audience segmentation, so you can decide what part of the market you want to go after.
Can we get spending alerts in slack?
Anyone managing 5 or more Facebook ad accounts knows how easy it is to miss crucial performance changes. If you are not constantly monitoring your accounts, you may miss an opportunity to scale well-performing creatives or pause adsets that are overspending. Instead of manually checking in Ads Manager, set up Slack Alerts to get notified when your attention is required.
Digital Retail Media
How to Plan a Retail Digital Media Campaign
Digital Retail Media is becoming increasingly important as online shopping becomes the new must win battleground for retailers and brands. Many brands still have a traditional (offline) broadcast mentality to marketing investment and lack capabilities to make the most of the Digital Retail Media opportunity.
What's driving performance?
How much did a metric move the needle? It’s easy to say which metrics went up or down week on week, but how much did they actually contribute to conversions? To figure that out you need a waterfall chart.
We've got too many test ideas
You always have more ideas than you could test. You can brainstorm and come up with 9 good ideas in an hour, but that could be 3 ^ 3 = 27 different variations, and you're lucky to have the traffic to test maybe half that. It's frustrating because you don't want to leave potential winners on the table.
Compile a report by channel
Almost nobody is as good at Excel as they pretend to be in job interviews. One thing I see is people manually finding/replacing row by row to compile simple channel reports.
How should we set our advertising budget?
This may be surprising to you but >90% of companies just set their marketing budgets as a percentage of next year’s revenue forecast.
It takes too long to optimize to that
How do you optimize your campaigns if conversions can take up to a couple of weeks to happen? If you compare this week to last week’s data, last week has had 7 more days to record conversions…
How do we measure lead quality?
Looking historically at your lead data and segmenting by attributes gives you a good idea of what types of leads are more or less likely to close. This can feed into a storing system to automatically qualify leads, or just be used to align marketing better to sales.
What's our cost per qualified lead?
Working out the cost per qualified lead oftentimes requires a long-winded manual process, involving waiting for sales to follow up in the CRM. In practice it’s better to do this programmatically based on specific attributes you both agree are indicators of lead quality. That way you can optimize in near-real-time.
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The Advantages of Learning: Media Buyer
- Media buyers are responsible for optimizing media, making decisions on budget allocation, and understanding how to target the right audience.
- Due to the vast range of options available on modern platforms, media buyers must be savvy with data and have the ability to make quick, informed decisions.
- Media buying is a fast-paced, ever-evolving field, requiring individuals to stay up to date with the latest changes and trends.
- Having a good understanding of the different settings and optimization decisions available, as well as the ability to swap creative in or out based on its performance, will give media buyers an edge in this highly competitive field.
- Media buyers must have an understanding of data and targeting, as well as the ability to quickly adapt to changing trends in order to achieve the best results for their clients.