Hey ycombinator peeps,
I'm quite active in both r/PPC and r/Searchadvertising, and I've spent the last decade immersed in the world of Performance Media. I hope you find these tips useful for your startups. This is specifically aimed at early stage startups with little to no digital footprints, but can be applicable to a business in any stage as well. (unless you're a bluechip/Fortune 500 company, you probably do this already)
1. Audience Segmentation is Key - Start by defining your ideal audience, considering factors like location, demographics, gender, age, and other relevant variables. This will guide your choice of platforms, audience size, and communication strategy.
2. Crafting the Right Media Mix - Understanding your audience is crucial because it informs where and how to reach them effectively. For example, if you run a fashion brand targeting 18-25-year-olds with disposable income in the US, focus your paid media efforts on platforms with shopping capabilities like TikTok, Google, and Facebook, while avoiding channels like LinkedIn.
3. Allocating Your Budget - Modern paid media platforms provide audience size estimates based on your targeting criteria. Use this data to allocate your budget accordingly. Prioritize channels where your audience is most likely to be found. For instance, if your shortlist includes TikTok, Google Shopping, and Facebook, invest more in Google Shopping if you believe it's where your audience shops, and consider TikTok/Facebook for raising brand awareness.
4. Pick a Channel and Test - Startups often gravitate toward Google and Facebook as their primary options for paid advertising. If you're new to paid ads, start small and gradually expand. Choose one of the channels mentioned above, run a test campaign with a reasonable budget for a month or two, and evaluate its performance.
As you gain insights, you can decide whether to continue with the chosen channel or explore other options. Remember, there's no need to exhaust your entire budget in a short time; the goal is to learn and improve.
These are the fundamentals, but there are many other aspects to consider, such as attribution modeling, optimizing ad copy, structuring campaigns and keywords, conducting landing page tests, and fine-tuning bid strategies. Don't hesitate to ask if you have technical questions about Google/Meta ads—just drop them in the comments below!
I'm quite active in both r/PPC and r/Searchadvertising, and I've spent the last decade immersed in the world of Performance Media. I hope you find these tips useful for your startups. This is specifically aimed at early stage startups with little to no digital footprints, but can be applicable to a business in any stage as well. (unless you're a bluechip/Fortune 500 company, you probably do this already)
1. Audience Segmentation is Key - Start by defining your ideal audience, considering factors like location, demographics, gender, age, and other relevant variables. This will guide your choice of platforms, audience size, and communication strategy.
2. Crafting the Right Media Mix - Understanding your audience is crucial because it informs where and how to reach them effectively. For example, if you run a fashion brand targeting 18-25-year-olds with disposable income in the US, focus your paid media efforts on platforms with shopping capabilities like TikTok, Google, and Facebook, while avoiding channels like LinkedIn.
3. Allocating Your Budget - Modern paid media platforms provide audience size estimates based on your targeting criteria. Use this data to allocate your budget accordingly. Prioritize channels where your audience is most likely to be found. For instance, if your shortlist includes TikTok, Google Shopping, and Facebook, invest more in Google Shopping if you believe it's where your audience shops, and consider TikTok/Facebook for raising brand awareness.
4. Pick a Channel and Test - Startups often gravitate toward Google and Facebook as their primary options for paid advertising. If you're new to paid ads, start small and gradually expand. Choose one of the channels mentioned above, run a test campaign with a reasonable budget for a month or two, and evaluate its performance.
As you gain insights, you can decide whether to continue with the chosen channel or explore other options. Remember, there's no need to exhaust your entire budget in a short time; the goal is to learn and improve.
These are the fundamentals, but there are many other aspects to consider, such as attribution modeling, optimizing ad copy, structuring campaigns and keywords, conducting landing page tests, and fine-tuning bid strategies. Don't hesitate to ask if you have technical questions about Google/Meta ads—just drop them in the comments below!
