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Perpetual Traffic

Media Buyers: Why Your Job Is NOT Doing Your Job

Perpetual Traffic

Tier 11

Business, Marketing, Entrepreneurship

4.7 • 867 Ratings

🗓️ 25 July 2023

⏱️ 51 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Ralph and Kasim discuss why the traditional role of a media buyer is evolving in the age of AI and algorithms. They emphasize the importance of letting the machines do the work and resisting the urge to constantly tweak and make changes. They explain that media buyers now need to focus more on analysis, measurement, and understanding attribution to effectively manage campaigns. They also address the challenge of managing client expectations and the need to educate clients on the new reality of media buying.

Chapters:

  • 00:00:00 - Media Buyers: Why Your Job Is NOT Doing Your Job
  • 00:03:17 - Stepping Away from a Personality Business: Emphasizing Effective Media Buying.
  • 00:06:39 - Understanding Media Buying for CMOS: Navigating the Evolving Landscape.
  • 00:10:26 - Enhancing Productivity: Leveraging the Power of Video AI.
  • 00:12:38 - Unconventional Thinking and Business Strategy: Maximizing Results.
  • 00:15:49 - Reaching the End of Optimization: A Bittersweet Conclusion.
  • 00:17:53 - The Importance of Google Optimization and Resisting Premature Tweaks.
  • 00:20:52 - Struggles of Justifying Existence and Productivity in Specific Industries.
  • 00:25:56 - The Role of Caretakers in Advertising and the Growing Influence of Software Tools.
  • 00:29:12 - The Impact of Content and URL Expansion on Sales.
  • 00:31:12 - Gaining Momentum: Advantage Plus Campaigns and Machine Learning in Ecommerce.
  • 00:34:18 - The New Job of Media Buying: Analyzing, Measuring, and Reviewing During the Learning Phase.
  • 00:36:37 - Managing Clients in Media Buying: Addressing Expectations and Educating on New Realities.
  • 00:37:40 - Summary: Mistakes and Lessons Learned in International Campaigns.
  • 00:40:42 - Success Story: Five Signed Cases from a Personal Injury Marketing Campaign.
  • 00:42:53 - Achieving Massive Settlements through Patience and Strategy: Another Successful Campaign.

LINKS AND RESOURCES:


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Mentioned in this episode:

https://www.NEXTInsurance.com/perpetual

https://www.activecampaign.com/

www.AdRoll.com/PT

Tier 11 Data Suite

Tier 11 Data Suite

https://perpetualtraffic.com/advertise-with-us/

Transcript

Click on a timestamp to play from that location

0:00.0

Hey folks, Ralph here with something that could seriously upgrade your top of funnel ad game.

0:06.8

If you've been a PT listener for any period of time, you know that we talk about top of funnel

0:10.5

all the time and how challenging it is for you to get quality top of funnel clients or leads

0:17.9

or customers and then convert them typically at bottom of funnel.

0:22.9

Well, TV advertising is one of those areas that we haven't discussed here on PT all that much.

0:29.4

But our friends over at AdCritter have figured this stuff out.

0:33.2

They do connect to TV ads so you can be everywhere without spending millions on Super Bowl ads,

0:40.2

but they pair it with display retargeting.

0:43.4

So you're hitting the audiences with a complete approach.

0:46.6

You reach them, then you remind them, and then you collect the revenue.

0:51.5

It's a strategy designed to deliver, and let me tell you, it really

0:55.6

works. We're testing this at Tier 11, and so far, the results have been very impressive. Now,

1:01.6

with AdCritter, creating custom audiences are so easy. You don't need to reformat files. You don't

1:07.3

need to mess around with complex spreadsheets. You just upload any file in any format and you're ready to go.

1:13.0

And the match rate is awesome.

1:15.1

They make it easy to connect with the right people,

1:17.4

the actual people that have interacted with your ads in the past,

1:20.7

and then allow them to naturally flow through your funnel

1:23.7

so you can convert them at bottom of funnel.

1:26.9

Now, the folks at AdCriter, we twisted

1:28.8

their arm to get us a great deal for you, the PT listener. They are offering a special deal for y'all,

1:35.1

and that is you can get a $500 campaign credit, meaning $500 in free money to test out the platform

...

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