Media Buying
Media Buying
Google is not the only possible source of traffic. While Google Adwords is huge and delivers excellent quality traffic, there are many more companies and web sites that can deliver similar quality traffic.
Some sell the traffic based on clicks, some based on impressions, some based on visitors and some based on leads.
It all boils down to knowing the traffic source, building offers that work for that particular source and then tracking and continually monitoring everything.
Here is a list of possible traffic sources:
Table 4 comScore Ad Focus Ranking (U.S.) November 2010 Total U.S. – Home, Work and University Locations Source: comScore Media Metrix
The list above nicely illustrates, that Google is the largest single traffic source, but there are many more that can deliver excellent quality traffic for you.
You can hire a media buying agency to buy media from different place for you and help you to set up campaigns and monitor it. The fee for this is usually 15% of your advertising spend.
Each network has different minimum buys (usually between $500 to $10,000).
I suggest to start with one additional network. The benchmark would be Google Adwords, as you already do that and are having good results and numbers to compare with.
Once the first additional network is producing (producing means spitting out high quality leads that turn into buyers), we would ramp it up and in the mean time get the next network running.
If Google produces excellent results now, there is no reason why the other networks should not work. By using other networks, you can get more leads, possibly reduce the price per lead while keeping the quality the same or even increasing the quality.
Also, you would reduce your risks:
The barrier to entry on Google Adwords is extremely low. $5 and anybody is in business.
A couple clicks and any competitor can duplicate what works for you.
Thanks for passing along this comScore chart. I haven’t seen it before and it has a lot of useful information on it. I didn’t realize Yahoo was so close behind Google. When it comes down to it, the more information the better when spending budgeted money. Thanks!
Hi Jeschke!
This is actually the very first time I’ve read about the media buying concept.
Having more options in marketing is so crucial nowadays. Google itself may be sufficient for a lot of people, but massive torrents of traffic come along with parallel sources, like those you’ve just mentioned.
Gotta do a lot of research on this though.
Yasser