The Secret to Scaling Ad Spend: Hire Paid Media Buyers Who Deliver

Scaling paid advertisement campaigns can make one feel like treading on thin ice. The entire budget can get wiped out quickly without an organization achieving the expected results if it spends too fast. On the other hand, if the business is too slow with regard to ad spending, it fails to capitalize on the growth opportunities. When striking the right balance can be difficult for a company, it can get in touch with a paid media buyer recruitment agency. Such an agency can help hire a paid media buyer who can assist in scaling ad spend effectively.

If you are under the impression that scaling ad campaigns is all about raising the budget and are unaware of how return on investment, or ROI-driven media buying, works, you are in the right place. By the end of this article, you will know why hiring paid media buyers can be an ideal choice for ad campaign optimization and revenue maximization. 

The following two pointers can make it clear why only increasing the budget is not the way to scale ad spend:

#1 - The Myth Of “Spend More, Get More”

Many have the idea that raising the budget continuously is necessary to get more returns. However, the truth is that raising the budget without formulating and implementing an effective digital advertising strategy can instead result in a lower return on ad spend or ROAS. Simply put, increasing the budget does not guarantee a proportional surge in the returns. As one spends more on ads, it can lead to an increase in the customer acquisition cost or CAC and diminishing returns, thus resulting in inefficient utilization of the ad budget. 

#2 - Strategy, Structure, And Skill: The Real Scaling Trifecta

Instead of keeping on raising the budget and hoping for a proportional increase in ROAS, one should set clear objectives and identify the right audience. These two aspects are critical when formulating digital advertising strategies that work. Also, it is vital to test and review multiple strategies to figure out which one is best suited to the identified objectives. 

In addition to having an effective strategy, organizations must have a proper structure in place. For example, the ad campaigns should be in line with the goals set by the marketing team. Also, there should be distinct ad sets with varying audiences and budgets for different campaigns. Note that it is important to try out different ads in an ad set to determine which one works best. 

Besides a proper strategy and structure, having certain skills like data analysis and budget management is essential for scaling ad spend effectively.

If a company does not have the resources or the know-how to scale ad campaigns, it can hire paid media buyers. Let us understand what role such marketing professionals can play in scaling campaigns. 

#1 - What Does A Paid Media Buyer Actually Do?

A paid media buyer is a marketing professional or agency responsible for buying ad time and space on different offline and online platforms. With the popularity of digital platforms, these professionals do not limit themselves to conventional channels like radio or television. They now engage in performance media buying on different websites or platforms, like Facebook, Instagram, etc. 

Let us understand what they actually do by going through the following points:

#2 - Campaign Setup And Structure

A digital media buyer helps in clearly defining the goals of the marketing campaigns while making sure that the objectives are achievable within a certain period. Also, they figure out the target audience and are responsible for choosing the digital or offline channels for revenue generation. They also set an ad budget based on discussions with the company hiring them and design and schedule ads before launching the campaign. 

• Audience And Creative Testing: It is the responsibility of these marketing professionals to test different audiences and try out different ad creatives to figure out the ones that are best suited to the requirements of the organization. 
• Bid And Budget Management: Performance media buying involves tracking and adjusting the bids and managing ad budgets for campaign performance optimization. Efficient management of these two aspects, among other things, is vital to maximize ROAS.
• ROAS Tracking And Analysis: Media buyers are also responsible for evaluating the performance of the campaigns set up by them. For that, they must track the key metrics, for example, ROAS. Analyzing the data helps them to adjust their strategies, budget, etc., if required. 

#3 - Why You Need A Paid Media Buyer When Scaling Ad Spend

Let us look at some of the key reasons why a company may need to hire paid media buyers.

• Campaign performance optimization
• Reaching out to the right audience 
• ROI maximization
• Cost minimization through adjustments to the campaign strategy and structure 
• Identification of key areas requiring improvement 
• Informed decision-making 
• To gain a competitive edge 
• Effective resource and time management

In this section, we will take a look at the most common signs that a company needs to hire a paid media buyer. 

1. You’re Spending More But Seeing Less ROI: If you track and analyze your ROAS and find that the returns are diminishing as you are spending more, it might be time to opt for performance media buying. Carrying on with the existing strategy can lead to significant wastage of resources.
2. Your Campaigns Lack Testing And Strategy: If you launch a campaign without setting clear goals and a target audience, it is highly unlikely that you will be able to keep increasing your ROAS. Also, note that having a strategy is not enough. You need to carry out campaign testing before allocating a significant ad budget. If you do not know how to formulate an effective strategy and conduct testing efficiency, taking the help of media buyers is ideal to maximize ROI and avoid wasting money on ads. 
3. You Can’t Keep Up With Platform Changes: The offline and online platforms have various regulations governing marketing activities. If an organization finds it difficult to keep pace with the latest rules and regulatory guidelines, it is best to hire paid media buyers. 

When hiring professionals for ROI-driven media buying, some things can go wrong. Let us look at them. 

#1 - Hiring Generalists Instead Of Specialists

If a company adopts generalists and not specialists, the professionals may lack the specialized knowledge and expertise to achieve the desired result. Precisely, they may not have the know-how to perform complex tasks, which might prevent the company from maximizing its ROAS. 

#2 - Choosing Cheap Over Experienced

When a company gives priority to cost over experience when hiring, it will miss out on professionals who have relevant knowledge to optimize campaign performance and boost ROAS. Instead, they will end up recruiting or availing the services of inexperienced professionals who won’t be able to manage the ad budget efficiently and implement effective strategies to improve ROAS. 

Let us find out what to look for when hiring a media buyer for scaling ad spend. 

#1 - Must-Have Skills And Certifications

• Strong Data-Analysis Skills: Performance media buying requires professionals to analyze different metrics like ROAS and cost per click or CPC, and information, for example, demographic data. Hence, without strong data analysis skills, one cannot achieve the desired result. 
• Pixel Implementation And Tracking Know-How: Without pixel implementation and monitoring skills, one cannot track and evaluate the performance of a campaign. Also, since they cannot monitor the data without pixel implementation, they fail to identify patterns and trends concerning user behavior, which, in turn, makes ad send optimization challenging. 
• Platform-Specific Certificates: Individuals providing media buying services should have relevant certificates issued by companies that allow for running ad campaigns. Popular examples of these companies include Meta and Google. 
• Strategic Thinking Over Execution-Only: Focusing on execution is not enough when it comes to media buying. Without strategic thinking, one cannot carry out campaign optimization and have an effective plan for executing tasks. Precisely, this skill is vital to identifying the right audience, maximizing the returns, and ensuring the fulfillment of the predefined goals. 

#2 - Soft Skills That Often Go Overlooked

When hiring paid media buyers, organizations often end up overlooking soft skills, which is wrong. Let us understand why.  

• Clear Communication With Creative Teams: Having communication skills is essential for these marketing professionals as they have to coordinate with the company's creative teams constantly. If they are unable to communicate effectively, the creative team will not be able to create the resources needed to run a successful ad campaign. 
• Insightful Reporting And Storytelling: Storytelling via campaigns is a vital skill to have, as it plays a key role in building a strong connection with the audience. Moreover, it plays a vital role in improving engagement as well, which is key for boosting conversions and enhancing ROI. In addition, these professionals should know how to create insightful reports with data visualization and analysis of key metrics so that the management team of the organization that hires them can make informed decisions. 

Hiring the right media buyer is essential to drive revenue and maximize ROAS. If you are not sure how to go about the recruitment process, the following pointers will help you understand how a paid buyer recruitment agency can help a company achieve its advertising goals. 

1. The Hiring Shortcut You Didn’t Know You Needed: Media buyer recruitment agencies usually have access to a pool of capable candidates who possess the necessary skills, experience, and knowledge. Hence, they can help you hire paid media buyers quickly, taking into account your specific requirements concerning compensation/salary, work experience, and certifications.  
2. Partnering With A Trusted Paid Media Buyer Recruitment Agency: When seeking a paid media buyer recruitment agency, it is essential that you select a reputable and trustworthy organization that has positive reviews on multiple platforms, including Google. Note that a reliable agency will take time to fully understand your requirements and try its best to provide you with the right candidates for the hiring process. Also, they will remain transparent about the entire process and the fees charged by them.

Now that you have reached the end of this article, we hope that it is clear that when scaling marketing campaigns, increasing the budget is not the only thing that matters. Organizations require professionals who can create and implement a well-thought-out strategy, create a proper campaign structure, and use the necessary skills to achieve the set goals. 

That said, if such professionals are not there within the organization, taking the help of a specialized recruitment agency to hire paid media buyers can help solve the problem. Through such an agency, a company can recruit professionals and form a team who have the know-how to facilitate as well as handle the desired growth in terms of ROAS effectively.