Article · Growth Strategy
Choose the customer before the platform
A familiar platform is not automatically a good place to spend.
A familiar platform is not automatically a good place to spend. Start with the customer, the buying situation and the kind of response you need.
Match channel and intent
Search can reach people expressing a need. Other placements may introduce an offer before someone starts searching. The message, creative and landing page should reflect that difference.
Identify where the intended buyer can be reached.
Test fit before adding channels
Define a limited test and the response that would justify continuing. Compare enquiry quality and total effort. A channel that produces cheap attention can still be expensive to operate.
Adapt the ad and destination to the buying situation.
Put the idea to work
Identify where the intended buyer can be reached. Adapt the ad and destination to the buying situation. Set a budget and a useful conversion before launch.
A limited test should provide evidence you can interpret.
Why this matters
Give the work a useful business purpose.
A familiar platform is not automatically a useful advertising channel.
What to understand
Three ideas worth keeping.
The purpose
Choose the buyer before the channel.
The useful check
Match the message to buying intent.
The next step
Test with a defined budget.
Aeolus view
Keep the useful question in view.
A familiar platform is not automatically a useful advertising channel.
A search and an interrupted feed visit need different messages.
A limited test should provide evidence you can interpret.
Identify where the intended buyer can be reached.
Set a budget and a useful conversion before launch.
Next step
Work out what deserves attention first.
Tell us what you want to improve. We will discuss the useful next step.