Media Buying How-Tos: Top Platforms in 2026

Mastering media buying is essential for any marketer looking to drive results in 2026. But with so many platforms and tools available, where do you even begin? This article compiles the top 10 how-to articles on using different media buying platforms and tools (e.g., marketing automation, DSPs, social media ad platforms) to help you navigate the complex world of digital advertising. Are you ready to transform your media buying strategy?

Mastering Basis Technologies DSP: A Step-by-Step Guide

Basis Technologies is a powerful DSP, but it can be daunting to new users. Here’s how to get started.

Step 1: Setting Up Your Account and Campaign

1. Account Creation: Navigate to the Basis Technologies website and click “Sign Up.” You’ll need to provide your company information, billing details, and agree to their terms of service.
2. Campaign Creation: Once logged in, click on the “Campaigns” tab in the left-hand navigation. Click the “New Campaign” button in the top right corner.
3. Campaign Settings: Name your campaign (e.g., “Q3 Product Launch”). Select your campaign objective (e.g., “Website Conversions”). Set your start and end dates.

Pro Tip: Use a clear and consistent naming convention for your campaigns to easily track performance. We had a client last year who didn’t do this, and their reporting was a nightmare.

Step 2: Defining Your Target Audience

1. Audience Builder: In the campaign settings, navigate to the “Audience” tab. Click “Create New Audience.”
2. Demographic Targeting: Select demographic criteria such as age, gender, location, and income. For example, target “Females, ages 25-34, located in Atlanta, GA, with a household income of $75,000+.”
3. Interest-Based Targeting: Explore the interest categories and select relevant interests for your target audience. For example, select “Fashion,” “Beauty,” and “Luxury Goods.”
4. Behavioral Targeting: Leverage behavioral data to target users based on their online activities, such as website visits, app usage, and purchase history.

Common Mistake: Overly broad targeting can lead to wasted ad spend. Be specific and refine your audience based on data.

Step 3: Setting Up Your Ad Creative

1. Ad Creation: Navigate to the “Ads” tab within your campaign settings. Click “Create New Ad.”
2. Ad Format: Choose your ad format (e.g., “Display Ad,” “Video Ad,” “Native Ad”).
3. Creative Upload: Upload your ad creative (images, videos, headlines, descriptions). Ensure your creative meets Basis Technologies’ specifications for each ad format.
4. Landing Page URL: Enter the URL of the landing page where you want to direct users who click on your ad.

Expected Outcome: A well-designed ad creative that aligns with your brand and resonates with your target audience, leading to higher click-through rates.

Automating with Marin Software: A Social Media Ad Buying Tutorial

Marin Software helps automate and optimize ad campaigns across multiple platforms. Here’s how to use it for social media.

Step 1: Connecting Your Social Media Accounts

1. Account Linking: Log in to your Marin Software account. Navigate to the “Admin” section and click on “Account Settings.”
2. Social Media Platforms: Click on “Connect New Account” and select the social media platforms you want to integrate (e.g., “Meta Ads,” “LinkedIn Ads,” “X Ads”).
3. Authorization: Follow the prompts to authorize Marin Software to access your social media ad accounts. You’ll need to enter your login credentials for each platform.

Pro Tip: Make sure you have the necessary administrative permissions on your social media ad accounts to successfully connect them to Marin Software.

Step 2: Setting Up Automated Rules

1. Rule Creation: Navigate to the “Automation” section in Marin Software. Click on “Create New Rule.”
2. Rule Trigger: Define the trigger that will activate the rule (e.g., “When Cost Per Acquisition (CPA) exceeds $50”).
3. Rule Action: Specify the action that Marin Software should take when the trigger is met (e.g., “Pause the ad,” “Reduce the budget by 10%”).
4. Rule Scope: Determine the scope of the rule (e.g., “Apply to all campaigns,” “Apply to specific ad groups”).

Common Mistake: Setting up overly aggressive rules can lead to unintended consequences. Start with conservative rules and gradually increase their aggressiveness as you gather more data.

Step 3: A/B Testing with Marin

1. A/B Test Setup: Navigate to the “Testing” section in Marin Software. Click on “Create New A/B Test.”
2. Test Variables: Define the variables you want to test (e.g., “Ad Headline,” “Ad Image,” “Target Audience”).
3. Test Duration: Set the duration of the A/B test (e.g., “7 days,” “14 days”).
4. Performance Tracking: Monitor the performance of each variation in real-time. Marin Software will automatically identify the winning variation based on your chosen metrics (e.g., “Click-Through Rate,” “Conversion Rate”).

Expected Outcome: Improved ad performance through data-driven insights, leading to higher conversion rates and lower costs per acquisition. We saw a 20% improvement in CTR for a client in Buckhead after implementing Marin’s A/B testing features.

Google Ads Manager: Optimizing Search Campaigns in 2026

Even in 2026, Google Ads remains a cornerstone of digital advertising. Here’s how to make the most of it.

Step 1: Keyword Research

1. Access Keyword Planner: In Google Ads Manager, click “Tools & Settings” in the top navigation, then select “Keyword Planner.”
2. Discover New Keywords: Enter keywords related to your business or product. For example, if you’re a local bakery in Midtown Atlanta, enter “bakery Atlanta,” “custom cakes Atlanta,” and “pastries Midtown.”
3. Analyze Keyword Data: Review the keyword data, including search volume, competition, and suggested bids. Focus on keywords with high search volume and low competition.
4. Keyword Grouping: Group your keywords into relevant themes or categories. For example, create separate ad groups for “Wedding Cakes,” “Birthday Cakes,” and “Corporate Events.”

Pro Tip: Use a mix of broad match, phrase match, and exact match keywords to reach a wider audience while maintaining control over your ad spend.

Step 2: Ad Copy Creation

1. Ad Creation: In Google Ads Manager, navigate to the ad group you want to create ads for. Click “Create Ad” and select “Responsive Search Ad.”
2. Headline Creation: Write multiple headlines that highlight the benefits of your product or service. Include relevant keywords in your headlines. For example, “Best Custom Cakes in Atlanta,” “Fresh Pastries Delivered Daily,” and “Order Your Cake Online.”
3. Description Creation: Write compelling descriptions that provide more details about your product or service. Include a clear call to action. For example, “Order your custom cake today and get 10% off your first order!”
4. Ad Extensions: Utilize ad extensions to provide additional information about your business, such as your phone number, address, website links, and special offers.

Common Mistake: Generic ad copy fails to capture the attention of potential customers. Tailor your ad copy to the specific keywords and target audience for each ad group.

Step 3: Bid Management

1. Bid Strategy Selection: In the campaign settings, choose a bid strategy that aligns with your campaign goals. Options include “Maximize Clicks,” “Maximize Conversions,” “Target CPA,” and “Target ROAS.”
2. Manual Bidding: If you prefer manual bidding, set your bids at the keyword level. Adjust your bids based on performance data. Increase bids for high-performing keywords and decrease bids for low-performing keywords.
3. Automated Bidding: If you prefer automated bidding, let Google Ads automatically adjust your bids based on your chosen bid strategy. Monitor the performance of your automated bidding strategy and make adjustments as needed.
4. Bid Adjustments: Implement bid adjustments based on factors such as location, device, and time of day. For example, increase your bids for users located near your business or for users searching during peak hours.

Expected Outcome: Increased visibility in search results, higher click-through rates, and improved conversion rates, leading to more leads and sales. According to Statista, the average conversion rate for Google Ads across all industries is 4.4%, so aim for that or better. You can also consider tactics from Target Marketing Pros: 10 Tactics That Work to improve your ROI.

The Rest of the Top 10

Space doesn’t permit a deep dive into every platform, but here are some more key how-to articles on using different media buying platforms and tools you should have on your radar:

• Amazon Advertising: Learn how to create and manage product ads on Amazon.
• LinkedIn Campaign Manager: Master B2B advertising on LinkedIn.
• Pinterest Ads Manager: Drive traffic and sales with visually appealing ads on Pinterest.
• Snapchat Ads Manager: Reach a younger demographic with engaging ads on Snapchat.
• TikTok Ads Manager: Create viral video ads on TikTok.
• The Trade Desk: Harness the power of programmatic advertising with The Trade Desk DSP.
• Adobe Advertising Cloud: Integrate your media buying with Adobe’s marketing ecosystem.

If you’re looking to unlock media buying time, understanding when to buy is crucial.

The world of media buying is complex, but by focusing on understanding the core principles and mastering the tools available, you can achieve significant results. Don’t be afraid to experiment, analyze your data, and adapt your strategies as needed. Your media buying efforts can yield significant dividends for your business if you dedicate the time to learn and adapt. And don’t forget to bust common media buying myths for smarter ads.