Last week I received a call from one of my partners. He asked me “So, was just wondering, exactly how much money are you spending on these media buys?”
I answered “less than we were spending last week, the only difference is that I’ve spent the past 2 days optimizing all of the placements.”
My partner replied “that would explain it Rich. For the past few hours the phones have been ringing off the hook.”
For an online direct response marketer, hearing that your campaign is killing it makes it feel like Christmas. For the past 2 days I’ve focused exclusively on a campaign that I have direct ownership in. Using an integrated approach, I’m in the process of optimizing our search, display, and email campaigns.
The sudden flurry of traffic primarily came from display. After Ron created a new set of banners, I loaded WhatRunsWhere and started outbidding the placements of our competitors. Our CTR doubled that of our closest competitor, and the conversion rate is undoubtedly double theirs as well. Nothing is more fun than categorically outbidding your competition’s “sweet spots.”
Media buying is one of the easiest ways to flood customers through the gates. It’s also my favorite way to advertise online. With the click of a button, you can literally pour in leads. Here’s a few tricks to blowing up an offer via media buys:
1. Create multiple variations of ads. The goal is to get the highest CTR possible. My partner Ron builds all of our banners. One trick he uses is adding a clear button on each banner for people to click on. Using the word “FREE” on the button always helps improve CTR.
Only keep the banners with the highest CTR.
2. Create multiple variatons of presale pages. Don’t make the mistake of putting all your eggs into 1 presale page.
A client of mine spent all of last month creating a presale page. After turning it into a legal brief, they scratched their heads on why it didn’t convert… Without multiple variations, they ran into a deadend. Now they have to go back to the drawing board while their competitors enjoy volume.
3. If you have a general product in the heallth or beauty vertical, test a lot of placements, but not all at once. Then as you find winning placements scale the impressions. Cut the bad placements out of the equation.
These are pretty basic tips and are intended for people that are new to media buying. As far as the traffic sources, I list a few of the top sources here. There’s a lot more sources out there, but hey, can’t give it all away