Whether you aim to enhance brand awareness or promote your products or services, engaging in effective media planning is crucial. While it may seem straightforward to collect data and align your campaign goals with appropriate messaging and marketing channels, media planning is both an art and a science, and mistakes can easily occur. In order to help you steer clear of these pitfalls, we will outline some of the most common media planning mistakes and provide guidance on how to avoid them.
Choosing Traffic Sources without Careful Consideration
Every traffic source comes with its own set of advantages and disadvantages. It is important to strike a balance and avoid going to extremes. Avoid using too many traffic sources simultaneously, as it becomes difficult to keep track of everything, leading to potential mistakes. Conversely, relying solely on one traffic source is also risky, as a campaign may perform well with traffic from one source but not yield similar results with traffic from a different source. Careful evaluation and testing can help you find the right mix of traffic sources for optimal results.
Neglecting Sufficient Testing and Analytics
When starting out, there is often a desire to achieve maximum returns in a short period of time. However, overlooking the importance of testing an advertising campaign thoroughly before analyzing statistics can be detrimental. While profit may be generated initially, it can often be attributed to affiliate networks or other factors rather than the media buyer’s efforts. Prioritize testing and continuous monitoring of campaigns, analyzing key metrics to make informed decisions and optimize performance.
Limiting Yourself to a Single Ad Format
It’s crucial to remember that there are various forms of communication to engage your target audience. Just because you have achieved positive results using one ad format, such as popunders, doesn’t mean that experimenting with banners or native traffic won’t yield even better return on investment (ROI). Avoid assuming that you have reached the peak of your campaigns; instead, keep testing and exploring new and different ad formats to uncover potential opportunities for growth and improved results.
Analyzing campaign results and blocking non-profitable traffic sources is a sound practice, but it’s important not to go overboard with blacklisting websites. While it’s necessary to exclude websites that clearly don’t work for your campaign, excessively blocking sites may lead to unintentionally excluding a significant portion of your target audience, which could potentially convert in the future. It’s advisable to strike a balance by selectively adjusting individual rates and conducting thorough testing before making drastic blocking decisions.
Changing Multiple Parameters Simultaneously
Optimizing campaigns involves tweaking various aspects, such as bid, cap, banner, and targeting. However, a common mistake is making multiple changes all at once. It’s crucial to allow sufficient time for each change to take effect and carefully evaluate its impact on campaign performance. By adopting a cautious approach, you can easily revert back to previous settings if a change negatively affects your results. Conversely, if the modifications prove beneficial, you can continue optimizing accordingly. Avoid the error of solely focusing on individual parameters; instead, recognize that even minor alterations can have significant implications.
By avoiding these common mistakes, you can exercise greater control as a media buyer and make informed advertising decisions. If you have further questions or need assistance in maximizing your media buying efforts for your company, please feel free to contact us. We are here to help you find the best ads for your campaigns.
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