BATTAMBANG - The digital world is highly competitive. Small- and medium- enterprises (SMEs) that want to succeed must produce and disseminate media content, such as photos, videos, and written content, with audiences. Business owners can increase brand awareness, user engagement, and income for the company by publishing fresh content. Moreover, media content for businesses must stand out from competitors.
At BarCamp DigiTech in Battambang, SMEs learnt new digital skills, strategies, and gained useful tips, including performing better on digital marketing.
Meas Sakal, founder of RONGVONG, shared at the Barcamp under the theme, “6 secrets to becoming an ads expert on social media”. On Facebook, the price for media buys is decided by criteria, such as where the ad is placed, how many users the advertisements appear on, how large the ads are, how many days they run for, how much traffic the page receives, and the page's user demographics.
“The more exposure the advertiser is projected to obtain, the higher the cost of the media acquisition. A media buy differs from earned and owned media in that it is paid for,” Sakal said.
Sakal is a digital marketing specialist and traveled from Phnom Penh to the North-eastern province, to deliver his session to the audience, many of whom are SME owners and university students.
He discussed the details of his know-how based on his practical experience on this popular topic, as most businesses have to connect with their potential customers online.
Media buying is significant to reach an audience, and paid media can influence the success of a campaign. Publishers must be smart and strategically insightful of digital marketing, so that ads are placed in the right place, at the right time, and that the right audiences see the ads.
Media buying refers to acquiring ad time and space on digital and traditional media platforms, including websites, YouTube, radio, and television. To improve campaign efficacy, a media buyer must also negotiate with publishers for ad inventory, target budgets, and optimized advertising.
Media buyers ensure businesses reach their target market, whether those consumers are on social media platforms or browser websites.
SME business owners use media buying for ads, however, there are components to consider, such as time, rates, lead demand, and reach. The cost of media buying is determined by the details of the advertising campaign, such as whether it will run in a particular locality or region.
Due to real advertising management for the general public, it may be tough for the new media buyers to control daily commercials. It appears to be a job that involves pushing a few buttons, entering information, and hitting publish. However, it is much more complex.
A professional media buyer is responsible for more than just selecting the technique or mode of operation and advertising based on their preferences. Sakal has more than 10 years of advertising expertise. He has built a functional technique for media buying and produced a framework focused on the six main milestones in social media marketing.
Drawing on paper makes it easy
At this stage, a media buyer sketches the structure on paper for easy verification. The actual promotion is the checked with the ad manager. He said drawing on paper makes it easy for the team to turn what ideas into something that can be seen and discussed.
“It can also be used to explain our ideas to the relevant working groups and superiors before we actually start advertising, and it also allows us to ask for opinions and permission from our superiors,” Sakal said.
Before a media buy happens, media buyers must conduct research to optimize the return on investment on their client's advertising budget. They will examine the target audience for a product and determine which venue or combination of venues will best serve it.
For example, they may utilize demographic and geographic research related to the product to optimize their media buy. An advertiser's budget also may dictate when an ad should run and where it should be placed.
With this, media buying saves time and reduces downtime. Key Performance Indicators (KPIs) are a measure of whether your advertising is effective or not.
Monitor the results
Promoting a skill is not just about creating a digital campaign, and it's done, he said. Instead, it involves collecting, analyzing and reporting the results to the relevant parties. It is a job that requires attention and needs to be done regularly.
After the campaign structure is on paper, it is time to set up the actual campaign on Ad Manager. He said this is achieved by visiting Ad Manager or Campaign Manager and setting up your business.
Most regular advertisers overlook this point, thinking that their responsibility for advertising is to end up publishing ads hosted on Ad Manager. However, it is expert to monitor the results of the campaign on a regular basis.
In addition to looking for possible errors in a campaign, it is essential to verify the results to see how close it is to the KPIs set. If they are worse than the KPIs, it is time to tweak any part of the owner's business to improve advertising results, he advised.
Develop new strategies
During regular follow-ups, there are always some errors like Learning Limited, and Ad Rejected, Ad Manager may get zero results. It is the role of the media buyer to solve any problems that may arise.
In the report, in addition to the results you will receive a data report of the social media that media buying publish. This should include positive and negative points, as well as points that need to be improved.
After the launch, it is time to gather data from promotions and other sources to analyze, develop new strategies, and report the results to stakeholders, who may be the top management of the company or customers who use your advertising services.