Chapter 1. Media buyer — for beginners
How a media buyer differs from an arbitrage specialist
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A media buyer purchases ads against a task: a team or advertiser brief, a spend cap and one action to get. An arbitrage specialist counts their own gap on someone else's offer. The buyer counts the action cost inside the cap they were given. This chapter is about how the buy is built, not about a page editor. A tool for a text draft can wait. The decision about where the budget goes stays in the ad cabinet.
The three levels of a campaign
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In the cabinet the campaign answers “which action we count”. The ad set answers “who we show it to and with what cap”. The ad answers “what the person sees”. Mixing these three levels breaks the report: you cannot tell whether the audience or the picture is at fault. The first test is built like this: one campaign, one ad set, two ads. Two ads are there so you can compare the creative. A second ad set starts only after the first one has numbers.
One event
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A campaign is optimized for one event: a page view, a lead, a purchase or another action from the brief. If that event does not arrive from the site or the app, the cabinet optimizes for clicks while the brief asked for leads. Those are different tasks. Before spend, you check that a test action reaches the cabinet. Until it does, you do not turn the budget on.
The creative
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An ad says three things: who it is for, what is offered and what the next step is. The picture and the first line carry one idea. A second idea does not go into the same creative. For the first test you make two versions of one idea, not ten different offers. You compare them inside the same ad set. Otherwise the number mixes the audience and the picture again.
Which numbers to watch
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First you see whether the ad is seen: the cost of a thousand impressions and the click rate. Then the cost of a click. The buyer's main number is the cost of one needed action next to the cap from the brief. If the action costs more than the brief allows, you stop the ad or the ad set. Likes and comments do not replace that cost. You can notice them, but the decision follows the action in the brief.
One test at a time
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In the first launch you change one thing: the picture or the text, not the audience together with them. You write down what you changed, what the cap was and what the action cost came out to. The next day you compare with that note, not with a feeling. Someone else's cabinet, someone else's pixel and a promise that is not in the brief do not belong in the test.
Chapter 2. Media buyer — launch the source: Meta Ads and TikTok Ads. Approach: a team brief and a cap.
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Opens in the cabinet: 10.0 USD
A connect cabinet: your key, a proxy and a launch.
Chapter 3. Media buyer — team owner
Chapter 4. Glossary. Media buyer
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Opens in the cabinet: 10.0 USD
Short meanings for this role. No cabinet.
Chapter 5. Media buyer — the numbers