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1/ PSA from a person primarily focused on paid acquisition these days.
Having also worked in email, content, branding, and things of the like, I feel compelled to remind advertisers of this:
You cannot rely on paid media to do everything for you.
Having also worked in email, content, branding, and things of the like, I feel compelled to remind advertisers of this:
You cannot rely on paid media to do everything for you.
2/ Paid search has a finite existence if you don't have top-of-funnel efforts going. You cannot force people to search more at the bottom of the funnel without putting money in the top to move its way through.
The same goes for things like FB, Insta, etc.
The same goes for things like FB, Insta, etc.
3/ These are tactics, NOT STRATEGIES.
If you wield your budget rising and falling by today's sales, you will eventually not make it.
You have to put money towards long-term efforts to retain and delight your customers.
If you wield your budget rising and falling by today's sales, you will eventually not make it.
You have to put money towards long-term efforts to retain and delight your customers.
4/ When you do this, throwing money towards something you don't figure out measurement for doesn't count as "brand awareness" budget. Figure out the KPIs and measurement that make sense internally, for your brand.
5/ When you realize you've capped your results with paid media, grinding harder on it won't solve your problem. Branding takes a long time, and many pieces have to fit together. Do not wait to do it until too late.
6/ Bottom line: you cannot solve a branding problem by throwing more money at the bottom of the funnel.
