Question 1

How do I know if search advertising is right for me?

Accepted Answer

Search is the most powerful advertising channel given everything is based on intent (people actively searching). While it’s complicated to set up, the upside is that you’ll be targeting customers the moment they search for what you offer.

Search Ads are the best channel for most any business — so long as you offer products/services that people are actively seeking (we can verify search volume).

If your products/services lack high-intent search volume BUT would be of interest to customers when discovered... we’d recommend Social Media and Video/Display ads given they offer granular-targeting centered on audiences, interests, topics, and placements.

Question 2

How do I know if social media advertising is right for me?

Accepted Answer

So long as you have products/services that can resonate with specific audiences, social media advertising is right for you. Social is all about audience targeting and creative and often comes cheaper than Search and other channels.

The challenge is deciding which social platform is right for you and how to reach qualified in-market audiences with the right creative+copy so you achieve the highest ROI and avoid wasting money.

If you’re a B2B marketer, LinkedIn is likely your best bet.

If you’re a B2C or E-Commerce marketer, you likely have a strong opportunity across most social platforms. The right channel depends mostly on which platform best enables us to reach your target audience effectively.

After getting to know your business, products/services, and target audiences, we can recommend a prioritized plan for the best social platforms and ad formats that are most likely to deliver ROI in line with your budget.

We also strongly recommend search and shopping (for e-commerce) as primary channels for most advertisers given everything is based on intent (people actively searching).

Question 3

How do I know if e-commerce advertising is right for me?

Accepted Answer

If you run an online store selling products, e-commerce advertising is a must.

The challenge comes in deciding which platforms and campaign formats best suit your products/categories, ad budget, and ROI targets based on COGS and your target audience.

If you’re selling high-volume B2C products with standard profit margins, you likely have strong opportunities across shopping, search, social, and video/display. It’s all about prioritizing based on expected ROI to iteratively scale.

If you’re selling B2B products, your best bets are search, shopping, and LinkedIn.

If you’ve established strong organic presence on Amazon, then Amazon ads, search, shopping, social, and video/display can all serve to augment your sales and net ROI.

If you’re selling low-volume products with high-ticket values, then we’d need to identify the best place to reach customers at the bottom-of-the-funnel so you’re most likely to get direct ROI from your advertising efforts.

While we’d still recommend running top-of-funnel campaigns that feed into our bottom-funnel campaigns, the key comes in ensuring we show ads to people the moment they’re seriously considering and ready to buy your high-ticket offer.

We’d want to do a combination of low budget top-of-funnel campaigns to feed bottom-funnel campaigns, high-intent keyword search campaigns, shopping campaigns with optimized product feed data, and/or 1 to 2 social channels that enable us to directly target decision makers with the means to buy your products.

Question 4

How do I know if video/display advertising is right for me?

Accepted Answer

So long as you have products/services that can resonate with specific audiences and/or be placed on relevant online content and pages, then video/display ads is right for you.

The challenge comes in identifying the right placements for your image+video ads based on relevant, high-intent video+website content, topics, social channels, and qualified audiences that are best suited to boost your reach and ROI.

If you’re already running bottom-of-funnel campaigns through other channels, then remarketing campaigns are a no-brainer.

If you’re a B2B marketer, then business focused websites, in-market audiences for your specific B2B services, pages with relevant keywords, relevant YouTube content, and LinkedIn would be your best bets.

If you’re a B2C or E-Commerce marketer, we’d want to identify the best website content, placements, keywords, YouTube content, social channels, and qualified audiences to target with the right creative. The right placements and channels depend mostly on where we can best reach your target audience effectively.

After getting to know your business, products/services, and target audiences, we can recommend a prioritized plan for the best placements, content, topics, ad formats, and audiences that are most likely to deliver ROI in line with your budget.

We also strongly recommend search and shopping (for e-commerce) as primary channels for most advertisers given everything is based on intent (people actively searching).

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