{"id":270,"date":"2015-07-22T14:31:07","date_gmt":"2015-07-22T14:31:07","guid":{"rendered":"http:\/\/academy.mobidea.com\/?p=270"},"modified":"2018-05-16T16:54:35","modified_gmt":"2018-05-16T16:54:35","slug":"media-buying-beginner-mistakes-part-1","status":"publish","type":"post","link":"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/","title":{"rendered":"Media Buying Beginner&#8217;s Mistakes \u2013 Part 1 of 5"},"content":{"rendered":"<div class=\"mobid-before-content\" style=\"margin-top: 5px;margin-bottom: 5px;margin-left: auto;margin-right: auto;text-align: center;\" id=\"mobid-2543425514\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/banner-placement-1\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"da\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/da.gif\" alt=\"\"  class=\"no-lazyload\" width=\"730\" height=\"90\"   \/><\/a><\/div><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/#introduction\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/#1-start-slowly-to-avoid-media-buying-mistakes\" >1. Start Slowly to Avoid Media Buying Mistakes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/#2-choose-easy-countries\" >2. Choose Easy Countries<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/#3-launch-several-spots\" >3. Launch Several Spots<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/#4-learn-to-wait\" >4. Learn to Wait<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/#5-dont-optimize-too-often\" >5. Don&#8217;t Optimize too Often<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/#6-dont-change-everything-possible-at-the-same-time\" >6. Don\u2019t Change Everything Possible at the Same Time<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/#7-dont-use-daily-max-budget-at-the-beginning\" >7. Don\u2019t use Daily Max Budget at the Beginning<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/#8-the-golden-mean-of-banners\" >8. The Golden Mean of Banners<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/#9-split-campaigns-based-on-targeting-with-different-performance\" >9. Split Campaigns Based on Targeting with Different Performance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/#10-consider-the-average-payout-of-a-segment\" >10. Consider the Average Payout of a Segment<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/#conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"introduction\"><\/span>Introduction<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Mistakes are part of life.<\/p>\n<p>Every day, we make mistakes that help us learn tough lessons, develop our senses and grow, <strong>both personally and professionally.<\/strong><\/p>\n<p>Of course, we\u2019d all prefer not being caught by the same trap that caught other people.<\/p>\n<p>That\u2019s why it\u2019s good to learn from their errors before wasting our time dealing with the consequences.<\/p>\n<p>Here\u2019s a list of common media buying mistakes <em>that beginners should try to avoid in order to be successful!<\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"1-start-slowly-to-avoid-media-buying-mistakes\"><\/span><strong>1. Start Slowly to Avoid Media Buying Mistakes<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You cannot embrace the boundless, so don\u2019t try to be everywhere and cover every segment at the beginning.<\/p>\n<p>Just choose one or two countries with the right targeting and explore them fully.<\/p>\n<p>Try to become an expert on a given country, understanding what influences fluctuations in your profit and, most importantly, when you\u2019ll be comfortable managing it.<\/p>\n<p>When you\u2019re comfortable you can then move on <strong>and explore other countries.<\/strong><\/p>\n<p><strong>Remember:<\/strong><\/p><div class=\"mobid-in-content-15-p\" style=\"margin-top: 26px;margin-bottom: 26px;\" id=\"mobid-3677874466\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/semrush-v2\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"semrushtrialseo\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/semrushtrialseo.gif\" alt=\"\"  class=\"no-lazyload\" width=\"728\" height=\"90\"  style=\"display: inline-block;\" \/><\/a><\/div>\n<p>At the beginning, your main goal is getting used to the platform, its traffic and the whole optimization process.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2-choose-easy-countries\"><\/span><strong>2. Choose Easy Countries<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Opt for stable countries with a big amount of traffic and small payouts.<\/p>\n<p>By doing this, you can gather statistics faster and won\u2019t lose a lot of money.<\/p>\n<p>Moreover, you can understand traffic behaviour more easily, so you don\u2019t take any avoidable risks!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3-launch-several-spots\"><\/span><strong>3. Launch Several Spots<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Don\u2019t stick with only one ad format. One spot can work well for one country but fail in another.<\/p>\n<p>If you launch only one spot and you\u2019re not successful, that doesn\u2019t mean that you can\u2019t get money from that country.<\/p>\n<p>It may simply show <strong>that spot was picked wrongly for testing purposes.<\/strong><\/p>\n<p>That\u2019s why I\u2019d suggest you start with 2 to 3 spots.<\/p>\n<p>This way, you\u2019ll be able to test a country, <em>getting a clear sense of its true potential.<\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4-learn-to-wait\"><\/span><strong>4. Learn to Wait<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Don\u2019t get crazy with optimization!<\/p>\n<p>When you launch the campaign it will most likely not be profitable at the beginning.<\/p>\n<p>You\u2019ll be losing money, your heart won\u2019t stand it, and <em>you\u2019ll have an urge to change lots of things as quickly as possible.<\/em><\/p>\n<p>Please, don\u2019t do it! Wait! Bear in mind that this is a very important stage.<\/p>\n<p>You\u2019re gathering stats.<\/p>\n<p>The important thing is not to panic and to avoid making changes within the first 3 to 5 days (this all depends on the actual amount of traffic you have).<\/p>\n<p>You need to have relevant stats <strong>in order to evaluate the traffic\u2019s behavior.<\/strong><\/p>\n<p>If you don\u2019t, you may risk making changes without considering delayed conversions, low-performance hours, or even days.<\/p>\n<p>Have patience. You need to bear the idea of \u201closing money\u201d.<\/p>\n<p>Of course you don\u2019t need to take patience too far:<\/p>\n<p>If you see that all your money was \u201ceaten\u201d by a \u201cbad\u201d website, or a non-convertible banner, just do the right thing and cut it.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"5-dont-optimize-too-often\"><\/span><strong>5. Don&#8217;t Optimize too Often<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>After optimizing, give your traffic a few days to work, letting your performance adapt to changes.<\/p>\n<p>Remember the time in which you made a change and what was it that influenced your performance.<\/p>\n<p><strong>Here\u2019s a cool tip:<\/strong> always write what you\u2019ve changed on which day (bid, capping, banner, etc.).<\/p>\n<p>Then, a couple of days after, <strong>check the impact of that particular change.<\/strong><\/p>\n<p>Did the volume increase? Is the performance better? So on and so forth.<\/p>\n<p>By writing your notes you\u2019ll have a clear picture of what can be impacted by what. It\u2019s important for you to be organized; to choose the correct period, and the tools for further optimization.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"6-dont-change-everything-possible-at-the-same-time\"><\/span><strong>6. Don\u2019t Change Everything Possible at the Same Time<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When you make some strategic changes (like changing of bid\/cap\/banner\/targeting) you need to understand what influenced your performance.<\/p>\n<p>That\u2019s why you should always wait after making a change.<\/p>\n<p>You need to take time to understand the impact of each alteration you make.<\/p>\n<p>This way, if anything impacts your performance negatively, <strong>you can always go back.<\/strong><\/p>\n<p>On the other hand, if you find the changes made have been positive, you can keep optimizing.<\/p>\n<p>Never forget:<\/p>\n<p>When you\u2019re optimizing a campaign, you can never make the mistake of considering each parameter individually.<\/p>\n<p>In fact, you need to know that <strong>one small change can have an impact on everything.<\/strong><\/p>\n<p>For example:<\/p>\n<p>If, on one campaign, you see that all your websites are negative, <em>the problem cannot be here.<\/em><\/p>\n<p>Perhaps you\u2019re bidding too high, or you\u2019re purchasing traffic on an OS that is damaging your campaign.<\/p>\n<p>If you attempt to correct one of these issues, you\u2019ll find you can make your websites more profitable.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"7-dont-use-daily-max-budget-at-the-beginning\"><\/span><strong>7. Don\u2019t use Daily Max Budget at the Beginning<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I understand you want to control your costs and you don\u2019t want to spend too big an amount.<\/p>\n<p>However, you should keep your campaign running for a whole day, at least for you to get valuable info.<\/p>\n<p>If you don\u2019t do this, you\u2019ll risk missing the best hours or simply running only for three or four hours.<\/p>\n<p>By choosing to act like this, you\u2019ll waste a chance of knowing whether or not the campaign\u2019s offer or targeting is any good.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"8-the-golden-mean-of-banners\"><\/span><strong>8. The Golden Mean of Banners<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you\u2019re working with <a href=\"https:\/\/www.mobidea.com\/academy\/banner-design-ads\/\">banners<\/a>, choose 3 to 5 of them for one campaign.<\/p>\n<p>If you use fewer, you won\u2019t be able to compare performances.<\/p>\n<p>If you use more, you have to spend more time and money <strong>to get relevant stats for each banner\u2019s performance analysis.<\/strong><\/p><div class=\"mobid-in-content-15-p_2-2\" style=\"margin-top: 26px;margin-bottom: 26px;\" id=\"mobid-1073702349\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/semrush-v1\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"backlinks\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1.png\" alt=\"\"  srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1.png 970w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-250x52.png 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-700x144.png 700w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-768x158.png 768w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-120x25.png 120w\" sizes=\"(max-width: 970px) 100vw, 970px\" class=\"no-lazyload\" width=\"970\" height=\"200\"  style=\"display: inline-block;\" \/><\/a><\/div>\n<p><em><strong>Learn more:<\/strong> <a href=\"https:\/\/www.mobidea.com\/academy\/banners-tips-improve-performance\/\">Banners: Tips to Improve Campaign Performance<\/a><\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"9-split-campaigns-based-on-targeting-with-different-performance\"><\/span><strong>9. Split Campaigns Based on Targeting with Different Performance<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Let\u2019s imagine that you\u2019re working on an ad network which allows you to split traffic by carrier.<\/p>\n<p>For example, the carrier X has an eCPM of 15\u20ac and the carrier Y has 7\u20ac and both seem reasonable to work with.<\/p>\n<p>If the volume is good enough, you should try splitting campaigns by carriers, <strong>because the competition for these two carriers will be different.<\/strong><\/p>\n<p>For the carrier with 15\u20ac eCPM, advertisers will tend to bid higher than the one of 7\u20ac.<\/p>\n<p>Simple, right?<\/p>\n<p>Basically, if you launch only one campaign for both carriers, there will be two consequences:<\/p>\n<ol>\n<li>You\u2019ll receive less quality traffic and have a much lower performance than you might have with a slightly higher bid for carrier X<\/li>\n<li>You could receive good quality traffic, but be forced to pay so much for it that it gets unprofitable<\/li>\n<\/ol>\n<p>That\u2019s why your strategy should be different, taking the two different carriers into consideration.<\/p>\n<p>For X, one bid must be increased; <strong>for Y, it should be decreased.<\/strong><\/p>\n<p>How do you get to know this?<\/p>\n<p>You got it!<\/p>\n<p>You split the campaign.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"10-consider-the-average-payout-of-a-segment\"><\/span><strong>10. Consider the Average Payout of a Segment<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When optimizing, it\u2019s very important that you always keep the average payout of the offers you\u2019re promoting in mind.<\/p>\n<p>For example, when you optimize, if you have a website that\u2019s spending 7\u20ac without any conversion, your next step will be different according to the payout.<\/p>\n<p>If you\u2019re active on a country where the payouts are big (10\u20ac for example), you should let this website run since you only need one conversion to have a positive result.<\/p>\n<p>If you\u2019re on a country with low payouts (0.50\u20ac), this is definitely a website to blacklist.<\/p>\n<p>I used the example of websites but it\u2019s applicable to almost all the campaign parameters (device, OS, banner, etc.)<\/p>\n<h2><span class=\"ez-toc-section\" id=\"conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I hope these tips will <strong>help you be more organized and save you some money and time.<\/strong><\/p>\n<p>I want you to learn from everyone\u2019s mistakes, making sure you\u2019re playing the media buying game as it\u2019s meant to be played.<\/p>\n<p>Now that you have read this post, you\u2019re ready to go to <a href=\"http:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-2\">part 2<\/a>.<\/p>\n<p>Good luck getting enough strength to stack that green paper!<\/p>\n<div class=\"mobid-after-content\" style=\"margin-top: 5px;margin-bottom: 5px;margin-left: auto;margin-right: auto;text-align: center;\" id=\"mobid-38756577\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/banner-placement-2\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"da\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/da.gif\" alt=\"\"  class=\"no-lazyload\" width=\"730\" height=\"90\"   \/><\/a><\/div>","protected":false},"excerpt":{"rendered":"Introduction Mistakes are part of life. Every day, we make mistakes that help us learn tough lessons, develop our senses and grow, both personally and professionally. Of course, we\u2019d all prefer not being caught by the same trap that caught other people. That\u2019s why it\u2019s good to learn from their errors before wasting our time&#8230; <a class=\"view-article\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-beginner-mistakes-part-1\/\">View Article<\/a>","protected":false},"author":4,"featured_media":10541,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8972],"tags":[199,205,207,214,224,180],"learning_paths":[150],"class_list":["post-270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guides-tutorials","tag-getting-started","tag-media-buying","tag-media-buying-basics","tag-optimization","tag-tips","tag-campaigns","learning_paths-semi-advanced"],"translation":{"provider":"WPGlobus","version":"3.0.0","language":"en","enabled_languages":["en","ru"],"languages":{"en":{"title":true,"content":true,"excerpt":false},"ru":{"title":true,"content":true,"excerpt":false}}},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.1 (Yoast SEO v26.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Media Buying Beginner&#039;s Mistakes \u2013 Part 1 Of 5<\/title>\n<meta name=\"description\" content=\"Media Buying mistakes can be easily avoided. 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