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Good Media Buying Course?

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Marketing, social media, advertising

YoungPadawan

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Hey yall,

Does anyone have any recommendations on a good media buying course? I've searched on the forum for media buying information, but the most recent stuff is like from 2014.

I know @JasonR recommends Digitalmarketer.com (which I definately am perusing) , but I'm wondering if anyone has recommendations on courses on media buying specifically.

Many thanks!
 
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YoungPadawan

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YoungPadawan

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Andy Black

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Which marketing channel specifically?
 

YoungPadawan

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Which marketing channel specifically?
Hey Andy,
I'm not really sure which channel specifically. I'm just trying to find a way to get lower cost per click. ($0.40 or less hopefully) I've tried PropellerAds in the past, and I was amazed at the super low cost for getting eyeballs onto product pages.

The niche that I'm in shows that it's high competition on Adwords, but I'm not totally sure on that. I'm new when it comes to paid advertising.

My product has a profit of $13 (including fulfillment) before advertising costs are considered. How do people get traffic to their site and still make a profit on items with a profit of $13 or less? Does your course kind of go over stuff like that?

Thanks!
 
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RazorCut

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My product has a profit of $13 (including fulfillment) before advertising costs are considered. How do people get traffic to their site and still make a profit on items with a profit of $13 or less? Does your course kind of go over stuff like that?

With a low profit product such as yours you must consider what the LCV is (lifetime customer value). Is it viable to break even or even lose money on the first sale in order to capture a customer who will provide long term revenue? Obviously it depends if your product is deemed a consumable or a one off purchase.

Also upsells are a logical way of improving your profit per sale. What can you entice your customer to also buy in their first purchase?

Are you also utilising re-targeting in your advertising?

Most of the time people concern themselves too much on cost per click when what they really need concern themselves with is their conversion rate. After all I expect you would happily pay $4 a click if you had a 50% or higher conversion rate.
 

YoungPadawan

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With a low profit product such as yours you must consider what the LCV is (lifetime customer value). Is it viable to break even or even lose money on the first sale in order to capture a customer who will provide long term revenue? Obviously it depends if your product is deemed a consumable or a one off purchase.

Also upsells are a logical way of improving your profit per sale. What can you entice your customer to also buy in their first purchase?

Are you also utilising re-targeting in your advertising?

Most of the time people concern themselves too much on cost per click when what they really need concern themselves with is their conversion rate. After all I expect you would happily pay $4 a click if you had a 50% or higher conversion rate.
Yeah, I plan on only having 4 products, because that was all I felt that I could make better than what is already out there. Maybe I'll put some generic stuff on my site too, I'm not sure.

A good thing with the main product, is that some people will buy multiple, and hopefully tell their friends.

I'll look into conversion rates more. Thanks!
 

RazorCut

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I'll look into conversion rates more. Thanks!

I don't know which advertising stream you are looking at but this might give you some ideas of conversion rates on Facebook. Bear in mind the CPC prices are out of date as this data goes back to 2016 but the conversion rates should hold water.

facebook-advertising-benchmarks-by-industry-infographic.png

How Much Does Facebook Advertising Cost? A Definitive Guide

Any Facebook advertisers here that can share their experience of their conversion rates?
 
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The-J

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I'm not really sure which channel specifically. I'm just trying to find a way to get lower cost per click. ($0.40 or less hopefully) I've tried PropellerAds in the past, and I was amazed at the super low cost for getting eyeballs onto product pages.

Every channel has different properties that generally justify the CPCs. There's a reason why display CPCs are low, Facebook/IG CPCs are in the middle, and Google search CPCs are high.

It's also not so simple as 'conversion rates on x channel are higher', although conversion rate is often a result of these properties that various traffic has.

For example, Google search people are looking for something specific so it's easy to specify what traffic you want which will result in higher bids for those spaces and higher % of people converting. Facebook/IG people are bored looking for content (regardless of source) so if you give them something that breaks that boredom, you have their attention. People looking at a website are looking at something + you are interrupting them with some sort of banner ad. People watching youtube are looking to be fed specific content, and your ad appears before or during that content. And the list goes on: every kind of traffic or ad is represented by what people are doing when they are served your ad.

Chasing lower CPC without understanding how the traffic behaves will cause you to blow thousands on bullshit traffic.

Any Facebook advertisers here that can share their experience of their conversion rates?

Not really. It's just not so simple to say how Facebook traffic converts. It converts better than display, native, and PPV, that's for sure, but not as well as search.
 

RazorCut

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Not really. It's just not so simple to say how Facebook traffic converts. It converts better than display, native, and PPV, that's for sure, but not as well as search.

No it isn't so simple. However knowing what others are experiencing in their vertical is always useful. Search will always produce higher conversion rates as you say as you have an audience who are actively seeking your product (if your search terms are on point). You pay the price of that with higher CPC of course.

The advantage of social media traffic is in it's scalability and CPC takes into consideration the lower conversion rates compared with search. A lot depends on the product and how it is marketed.
 
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Sanj Modha

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With a low profit product such as yours you must consider what the LCV is (lifetime customer value). Is it viable to break even or even lose money on the first sale in order to capture a customer who will provide long term revenue? Obviously it depends if your product is deemed a consumable or a one off purchase.

Also upsells are a logical way of improving your profit per sale. What can you entice your customer to also buy in their first purchase?

Are you also utilising re-targeting in your advertising?

Most of the time people concern themselves too much on cost per click when what they really need concern themselves with is their conversion rate. After all I expect you would happily pay $4 a click if you had a 50% or higher conversion rate.

Solid advice. CPC is so overrated. I'd happily pay $10/click if it made me $20/click.

And, I love it when people ask me "Do you have PPC experience with Facebook?." I always respond with "No, Facebook isn't PPC. It's a CPM business model. You're thinking of Adwords."

My focus has always been money in vs money out. That's all that matters.
 
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Andy Black

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Solid advice. CPC is so overrated. I'd happily pay $10/click if it made me $20/click.

And, I love it when people ask me "Do you have PPC experience with Facebook?." I always respond with "No, Facebook isn't PPC. It's a CPM business model. You're thinking of Adwords."

My focus has always been money in vs money out. That's all that matters.
Yeah. When people call it PPC then I know they don’t quite get it. That’s the method of us paying for the visitors.

Oh, you meant Google Ads? Do you mean paid search ads, Google Shopping ads, Gmail ads, YouTube ads, Google Display Network ads?

Notice how I called them visitors too. I prefer that to “traffic”.

You guys beat me to it. I was also going to mention not chasing low CPCs. I have a thread somewhere saying your goal is to increase CPCs.

OP... check out my AdWords posts in my signature.
 

Sanj Modha

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Yeah. When people call it PPC then I know they don’t quite get it. That’s the method of us paying for the visitors.

Oh, you meant Google Ads? Do you mean paid search ads, Google Shopping ads, Gmail ads, YouTube ads, Google Display Network ads?

Notice how I called them visitors too. I prefer that to “traffic”.

You guys beat me to it. I was also going to mention not chasing low CPCs. I have a thread somewhere saying your goal is to increase CPCs.

OP... check out my AdWords posts in my signature.

I call them 'prospects'. It's my job to turn them into customers.
 

Dunkafelics

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Ezra Firestone and Molly Pitman have a new course called, "Train My Traffic Person" that might be worth checking out.

Other than that as mentioned previously, Justin Brooke is highly recommended in the media buying space.
 
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Sanj Modha

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Step #1 - Go to Udemy.com.
Step #2 - Type 'Facebook ads', 'Media buying' and similar keywords into the search bar.
Step #3 - Sort the search results by reviews or number of students. High to low.
Step #4 - Watch the welcome video or the free modules.
Step #5 - Signup to Udemy's newsletter and buy the course when they run the $10 offer days.
Step #6 - Level up.
 

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