MEDIA BUYING的策略和流程
这是前段时间从warrior forum上看到的，觉得很受益，发上来给大家分享一下，非常具体的Media Buying的经验和方法，他从SiteScout买BANNER，然后导入ClickBank。他的具体方法是（SORRY 原文就是英文的，希望不要删帖，都是很简单的英文）：* Pickup a product from ClickBank that already have fairly attractive LPs and banners;
*Use WhatRunsWhere.com to see where the product is currently running successfully - if it runs for 100+ days on a single site - it's fairly safe to say that it's doing well.
* Use Alexa.com's sitestream tab to see where upstream current visitors are coming from.
* Take all of those sites to Google's AdPlanner and determine what the primary target demographics are, in terms of gender, age, income, education, and category of site. So, for example, I may determine that one target segment would be: Females, interested in beauty, fitness, & health, between 35-54 with some college education that make $50-75k per year.
* Then I fire up SiteScout, upload the banners that were provided by the affiliate publisher, and start looking through the sites with available impressions to bid on for ones that match up with at least one of the target demographic groups that I determined in Step 3. I do this until I have 10-20 sites. (This usually takes a while because I manually punch a bunch of sites into adplanner to see if they match up.)
* I finish setting up my SiteScout campaign by day parting my ads to only run between 0800-Midnight (I've had bad experience, as well as hearing pretty poor things, about ads that run between Midnight-0800). I bid $0.10 per CPM. (This is low, but I still get a very large number of impressions from it.)
* Then, I start the campaign and let it run for a while.
* When analyzing the performance of a campaign, the first thing I look at are the ClickBank statistics for the number of order form impressions. (This tells me how many people clicked through the LP to actually see the order form - not the number of people who actually converted and bought the product.) I give a new product 200 clicks, spread across at least 5 sites and try to spread it out as well as I can across a given day, and if I don't have at least 2 order form impressions - I stop the campaign and find a new product. (My justification is that if the LP is really that poor at converting, it doesn't seem to be worth the time to truly go through the granular work of finding the perfect customers)
* If the order form impressions are doing okay, I start to refine the audience by site. If a site has more than 12.5k impressions and less than 0.1% CTR, I won't run banners for this product on that site again.
* If a site has over a 0.1% CTR, I look at the hourly breakdown for that site to see if any time periods have at least 12.5k impressions and less than 0.1% CTR. Again, if they do, I'll day part out those time periods.
他的一些经验数据很有用，希望对大家有启发。
blue, 谢谢加分！如果可以，也分享一下你的经验吧。 很有借鉴意义，努力实践了。 很有借鉴意义。非常的详细，方法也很好。！ 对新手来说确实还不错 怎么都是英语啊。。。。:L 这个好像早就有人翻译被发过的吧？ The translated post is from me too :-)
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