Media Buying & Optimization

Media Buying & Optimization

The Art & Science

Media buying has never been more lucrative for advertisers, specifically on the Google and Facebook ads platforms. At the same time, traditional digital segments like display and video networks, as well as search engines, play a massive part in this ecosystem. There are no more impactful media than videos on YouTube, Instagram, and TikTok. Day trading audiences on these publishers and optimizing results in real-time are a unique set of skills Variable Media has mastered and will continue to innovate as the platforms grow in parallel.

Advertisers understand that they must innovate in the media buying space. Variable Media provides the media buying tools and optimization recommendations and implementations to ensure success. Our proprietary variable analysis is unique to us and, when implemented, can yield tremendous performance results combined with brand awareness & purchase intent information that could impact the business.

Online video may be a laboratory today, but wise marketers will experiment early and often.

– David Wolf, president/ceo, Wolf Group Asia (view source article)

Results Driven Optimization (Example)

Variable Analysis

  • Search
    • Headline vs. Description
    • Brand vs. Non Brand
  • Facebook Ads
    • Platform (IG vs. FB)
    • Placement (IG - Reels, Stories, Feed)
  • Bid Optimization
    • Ad Platforms
    • Brand / Advertiser Impact
    • Adjustments
  • Advanced Targeting Experience
    • Ad Platform
    • iOS 14 Impact
    • Areas of Growth
Sample Weekly Planning

This bulleted list provides an 8-week sample optimization plan to provide a better understanding of our week to week focus based on primary and secondary focus points:

  • Week 1-2 - Campaign Launch
    • Primary - Creative, Bidding, Pacing
    • Secondary - First level variables
  • Week 2-4 - Optimize & Educate
    • Primary - Creative, Placements, First level variables
    • Secondary - Audience Targets, Device, Platform, Geo
  • Week 5-6 - Optimize & Test
    • Primary - Audience, Bidding, Pacing
    • Secondary - Second level variables, custom audiences
  • Week 7-8 - Scale & Sustain
    • Primary - Second level variables, geo, device
    • Secondary - conquest, look-a-like, custom audiences

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Advertiser/Platform Case Studies

ConferencePlatformCategoryPresentation TitleLink + Time StampPublished DateBrand
🌆
Seerfest 22’
Multi-Platform
E-Commerce
PowerBI: The Revolution to Media Buying and Analysis
March 17, 2022
Home Decor
🦹‍♂️
Hero Conference 21’
SnapchatTikTok
E-Commerce
Cross Platform Media Buying with PowerBI
September 28, 2021
N/A
🏨
Seerfest 20’
Facebook AdsInstagram
E-CommercePowerBI
Power BI: The DTC Media Buying Advantage
December 10, 2020
Golden Coil
🏨
Seerfest 20’
Multi-Platform
E-CommercePowerBI
Power BI: The DTC Media Buying Advantage
December 10, 2020
N/A
🏨
Seerfest 20’
Shopify
E-CommercePowerBI
Power BI: The DTC Media Buying Advantage
December 10, 2020
N/A
🗻
Utah Digital Marketing Collective
Facebook AdsInstagram
E-CommerceCreative
Most Valuable Impression on the Web
August 23, 2019
N/A
🗻
Utah Digital Marketing Collective
Facebook AdsInstagram
E-CommerceCreative
Most Valuable Impression on the Web
August 23, 2019
Lou Lou & Company
🗻
Utah Digital Marketing Collective
Facebook AdsInstagram
E-CommerceCreative
Most Valuable Impression on the Web
August 23, 2019
Gathre
🇵🇪
A4 Congress
Google AdsYouTube
Creative
Video Analytics & The Importance of Creative Optimization
May 21, 2019
Multiple
🇵🇪
A4 Congress
Google AdsYouTube
E-CommerceCreative
Video Analytics & The Importance of Creative Optimization
May 21, 2019
Learning Dynamics (4weekstoread.com)
⛰️
SLC SEM
Google AdsYouTube
AppCreativeAudience
Hacking Facebook & YouTube Ads
March 3, 2018
iBotta
⛰️
SLC SEM
Google AdsYouTube
BrandCreative
Hacking Facebook & YouTube Ads
March 3, 2018
Dentek
🧙‍♂️
Facebook Ads (Instagram)
Facebook AdsInstagram
E-Commerce
Instagram Stories for the season - An IG Case Study
December 7, 2019
Gathre
🧙‍♂️
Facebook Ads
Facebook Ads
E-Commerce
Multiple Ad Optimizations and Variety of Ad Formats
September 10, 2020
Layla Sleep
🦹‍♂️
Hero Conference 21’
Google AdsYouTube
E-Commerce
Cross Platform Media Buying with PowerBI
September 28, 2021
N/A