Digital Media Buying

We identify the most advantageous paid digital advertising spaces and optimize campaigns to reach the most people at the lowest cost.

We research your business and industry to identify the places, times, and mediums to deliver relevant ads. We understand that not every business will thrive on the same social media channels, so we determine which ones are most essential for the success of your business. Through our process of digital media buying, we are able to increase conversion rates, sales and brand awareness. One of the most important elements of our strategy is creating a diversified budget to test and optimize what is working most effectively. We report on this regularly.

Each channel provides a unique opportunity for paid advertising options. Facebook can be especially effective because it has the widest range of targeting options and objectives. However, Google has some of the strongest conversion rates since people are searching for individual businesses. Instagram could be more beneficial if you have a younger audience, while Pinterest may be better if you have a more female audience. Similarly, X provides great opportunities for news and live events, while LinkedIn is the perfect avenue for targeting business professionals. Regardless of your product or service, we will identify the most strategic way to allocate your paid ad spend.

Discover Our Digital Media Buying Process

1) Identify Target Audience

Initially, we will get an understanding of your existing customers and who is generally interested in your business. We then distribute our audience into segments based on demographics, location, behaviors, and other identifying characteristics. Once the audiences have been identified, we research their preferences to understand the best and most effective way to reach them.

2) Research Competitors

We conduct an in-depth analysis of your industry peers and competitors. Learning from the experiences of your competitors is a very strategic way to save time and money. This is the perfect opportunity to identify where your competitors advertise, who they are targeting, and what is working effectively.

3) Design Buying Strategy

After understanding your audiences and how the competitors are succeeding, it’s time to build out a strategy planning which social media platforms to capitalize on. If this is a product or service that people are often searching for, Google is undoubtedly the primary place to allocate the budget. However, if we can introduce a new product to someone targeted based on their interests, Instagram would be the platform of choice. If the product can be marketed to people based on their demographics, Facebook has the most powerful options. We choose which social media outlets to utilize, determine the concentration, and create customized messaging tailored for each.

4) Allocate the Budget

Beyond determining where to advertise, there is the question of how much to allocate in total and to each platform. We work with you to design a paid campaign that is within your budget. We allocate the spend based on which platform is going to give you the best return on investment, while reaching all the essential people in the audience. The paid spend is allocated based on your objectives. If you want brand awareness, we strive to gain followers and engagement, if you want direct conversions, our campaign is focused on driving website traffic. We can effortlessly adapt to all of your objectives.

5) Launch Campaign

The execution of the digital media buying strategy is the most crucial component. We have experience taking on the responsibility of launching campaigns for a wide variety of companies across every digital channel. During the launch phase, we ensure effective and accurate delivery by planning and scheduling the campaign in advance, allowing time for it to be reviewed and approved by multiple team members.

6) Monitor and Respond

Digital media buying is absolutely not a “set it and forget it” situation. These campaigns must be monitored closely for customer behavior. Positive customers should be engaged and interacted with, while any potential negative comments should be quickly addressed and hidden as necessary. It is important to be ready to adapt and change the strategy based on the feedback you receive. Reassessment and readjustment during the campaign can help evolve the original plan and strategy.

7) Analyze Effectiveness

We collect as much data as possible and provide comprehensive reporting to highlight the most successful and more challenging parts of the campaign. We identify which mediums received the highest return on investment, and measure how the target audience interacted and engaged with the content. We analyze the campaign based on both qualitative and quantitative results and use this information to elevate the campaign moving forward.

8) Optimize for Each Channel

By identifying which social media platforms received the most positive response, and which ones are converting into purchasing customers, we can maximize the effectiveness of the campaign budget. If you have an impressive and creative campaign, but it isn’t being seen by the right people, then it isn’t ideally effective. We optimize our campaign based on measurable results and future objectives.