2. Identify your target and where to find them.
Determining your target audience and experimenting with where exactly to reach them is another important piece of the media-buying puzzle.
“Focusing on digital platforms that cater to passionate niche communities has been a game-changer,” Maris Laatre, CMO of Bully Max, says. “For example, we’ve used video ads on YouTube to demonstrate the benefits of our products, which drives engagement and builds trust with pet owners.”
Also, finding a space where the competition hasn’t yet caught up has its advantages, she says, mentioning TikTok. “It’s an underutilized platform for ecommerce brands in our niche, but it offers a lot of potential for those willing to experiment.”
3. Set up your campaign.
Whether you’re using a DSP or coordinating direct deals, you’ll need to specify your campaign parameters.
Both programmatic and direct buying have their pros and cons when it comes to getting set up, according to David Hunter, SEO expert and founder of Local Falcon.
In the case of the first option, “it’s automated, which means ad space can be bought in real-time, often at a lower cost, and it helps target specific audiences based on their behavior and preferences. It’s efficient, but you need to monitor it closely to avoid wasting money on clicks that don’t convert.”
“For businesses that value more control or have niche audiences, direct deals with media outlets can work better,” he continues. “It’s slower to set up, but the personal connection with the publisher often makes the investment worth it.”
