Sometimes, Google and Facebook ads just aren’t enough. Businesses can find that they don’t get the “pop” they expected from this type of marketing. Or maybe they already got a pop, and now growth has stalled. At times, digital media buys can be just what the doctor ordered to help an advertiser get over the hump. This type of advertising can be a bit more labor-intensive than placing ads through the two biggest players online, though.

For some people, the easiest way to handle a digital media buy is to outsource it. Some companies simply hire an agency that specializes in digital marketing and let them handle buys. However, it’s a good idea to understand the process just the same. One of the first things to do when considering digital media buys is research. If Facebook ads and Google ads aren’t reaching the intended audience, where are those people spending time online? Think about sites that might be interesting to these people and list them. Websites like SimilarWeb and SEMrush can be useful here, too.

Once there’s a list of websites that appeal to the target audience, it’s time to reach out to them. This can be very straightforward in many cases. Most websites have a contact form. By filling it out, people can usually reach a webmaster fairly easily. Once someone’s in touch with the webmaster, it’s time to talk about rates and types of ads. Types of ads include banners, sponsored posts on blogs, and sometimes even ads placed in newsletters. The type of ad, length of time it runs for and also the popularity of the website.

Before buying an ad, it’s a good idea to do the math. How many people will realistically see and click through on that digital media buy? Does that justify the expense of the marketing? If so, it’s a good idea to go ahead and make the buy. If not, think carefully about that purchase. There are also important considerations with some kinds of media buys. Sponsored blog posts usually need to be identified with additional text. Banner type ads are more self-explanatory. Buying ads on smaller sites will be less expensive than on larger, more popular ones. Knowing the intended audience is very important!

Photo by S O C I A L . C U T on Unsplash.