Before you actually launch a media buying campaign, it has to go through what is called a “media planning” phase. This stage is composed largely of evaluations of your numbers, competitors and the websites with the ad spaces to run your ads on. At this stage you also prepare your landing pages, banners, tracking URLs, and install pixels for the final campaign configuration. Although several of these actions are optional, you’ll benefit more if you’ll familiarize yourself with them.
Ad-Sys provides you with a complete suite of advertising tools that contain all the information you need to get started on your media planning stage in the best way possible. From premium websites that you run your ads on, to complex algorithms that allow you to run install pixels and track URLs – Ad-Sys has you covered.
These media buying specs are important to understand. KPI (Key Performance Indicators) is the concept used in the advertising industry to describe these metrics. You can also refer to them as numbers that evaluate your campaign’s strength. Your campaign may fail if you don’t fully understand what your performance objectives, KPIs, or campaign measurement standards are.
There are two very different strategies when buying display advertising. The first method is to acquire inventory from particular websites that incline towards your targeted audience, while the second approach is to buy your targeted audience all over the Internet. While the latter has become more accessible quite recently, the former is the classic way to acquiring digital display media.
The rest of this section will focus on the process of website research and selection to run your campaign on. Audience targeting will follow at a later stage.
Both approaches perform well, and all should be evaluated for their efficacy with your campaigns. For example, targeting users with data anywhere on the Internet is more effective, but the data costs more as well, so it might not be the most efficient method to drive the highest ROI for some advertisers. If you target websites, you’ll attain larger audiences at a decreased cost, but you’ll be acquiring impressions that don’t pair with your targeted users and you could potentially waste money.
Media Planning is the technique of picking the websites to serve your ads on. Media planning process involves several stages. The universal method is to draw down a list of websites that match your campaign objectives like geographic location, the amount of traffic, and simply use those websites for targeting (this tactic is less applicable when operating retargeting campaigns, contextual advertising campaigns or demographically-targeted campaigns. These campaigns will be explained at a later stage.). This approach will be discussed further below.
Ad-Sys provides you with a list of websites to run your campaigns on. You can sort those websites out by several different categories.
In order to figure out which websites have the most traffic for you to bid on, filter them by impressions. You can see how many impressions each site has per a specific date by setting the date to, for example, “Yesterday”. When you filter for specific criteria, the top results you get are the websites that best fit your campaign.
This category is used for your campaign’s geo-targeting goals. For example, you can refine your campaign by country such as Canada.
When you click on a site, you can also see a list of the impressions at hand for a certain website, along with the placement data. This information will help you figure out what kinds of banner sizes are supported and the quantity of impressions available for every placement.
You have the option to optimize these ad placements, once your campaign is set up.
Click on any website and see what ad kinds and verticals are revoked by each of them. The publisher can disqualify for example download or gambling campaigns. Furthermore, video, audio or any other campaigns can be blocked.
Viewing publisher restrictions before any campaign launch is important for every advertiser as every publisher has distinctive campaign preferences.
Filter for mobile sites and find more traffic for mobile. Click on a mobile site and find out everything about ad placements on this specific site.
It’s vital to perform market research and get the full picture on traffic trends, user interests, locations, et cetera when buying from specific websites. There are certain platforms that allow you to administer market research. You might want to begin with Google Ad Planner, choose Alexa as your platform or use Quantcast.
Competitive intelligence lets you determine what your competitors do with their online campaigns such as the types of creatives used, where they get their traffic.
All our media sources undergo a thorough, professional analysis, helping you properly execute your advertising campaign, while ensuring all your advertising objectives are met. Revealing poor quality adverts to your audience makes industry policies more rigid and threatens affairs with ad exchanges and publishers.
The avoidance categories usually include: adult content, drugs / alcohol, explicit violence, etc.
Use custom landing pages in order to make your campaign stand out. Describe your campaign objectives on those landing pages. If creating a landing page is an obstacle for you, use various web development services available. You can also use multiple other tools (by inserting special tags into your landing page), for example Clicktale, to see how well your landing pages are performing.
Monitor the amount of clicks your advert receives. You can also track your campaign’s performance (banners, sites, or a customized campaign) on other platforms. For this, use Ad-Sys conversion tracking techniques or tracking variables in our RTB system. All these tracking abilities can be used together with any third party tracking mechanisms.
Retargeting or “audience targeting” enables you to track your (or any other) website visitors, and attract them across the web with your adverts. Cookies help you to achieve this. Simply insert a small HTML code into your website or an LP (landing page). This code will later place tracking cookies on users’ computers when they visit your media.
Prior to your campaign’s launch you need to find the best way to fund your account. Our payment methods include: Bank account, PayPal or Pioneer.
