How to Hire an Ad Buyer

Ad buying is a technical discipline with measurable outcomes. No reason to accept vague reporting.

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Ad buying is a technical discipline with measurable outcomes. No reason to accept vague reporting.

A practical guide to hiring and managing a PPC manager or media buyer.

1 Before You Start

Why these courses exist, what to expect, and how to evaluate whether this is right for you.

1.1 About These Courses and Why We Built Them

The manifesto. Who we are, why these exist, and the standard you should hold us to.

2 What an Ad Buyer Does

Buying vs creative vs strategy, platforms, division of responsibility.

2.1 Buying vs Creative vs Strategy

2.2 Platform Specialization

2.3 Buying Attention vs Converting

2.4 What Ad Buyers Are NOT

3 Prerequisites

Offer, page, tracking, budget, LTV.

3.1 Offer, Page, Tracking

3.2 Budget Reality

3.3 Conversion Tracking

3.4 Lifetime Value

4 How to Evaluate

Case studies, platforms, structure, reporting, creative.

4.1 Case Studies

4.2 Platform Expertise

4.3 Campaign Structure

4.4 Sample Report

4.5 Creative Handling

5 Red Flags

Pricing, delays, access, vanity, neglect, basics.

5.1 Percentage-of-Spend Pricing

5.2 3-6 Months to Evaluate

5.3 No Admin Access

5.4 Vanity Metrics

5.5 Set Up and Go Quiet

5.6 No Negative Keywords

6 Structuring the Engagement

Fees, ownership, period, creative, reporting.

6.1 Fee Models

6.2 Account Ownership

6.3 Minimum Engagement

6.4 Creative Refresh

6.5 Reporting Cadence

7 Working With Your Ad Buyer

Testing, learning, fluctuations, ROAS, scaling, firing.

7.1 Room to Test

7.2 Learning Phase

7.3 Daily Fluctuations

7.4 When ROAS Isn't There

7.5 When to Scale

7.6 When to Fire

Course Overview

7 modules
31 lessons
Moderate complexity

For Employees For Clinic Owners For Suppliers

Learned The Hard Way Could Save You $$$ Built From Our Data

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