Tip #1 – If you want to get the most out of your advertising strategy, think about how to use ads as a nurturing tool at every stage of the buyer’s journey. We call this journey-based advertising.

Tip #2 – Can’t invest in ads at every stage in the journey all at once? No problem. Start out with retargeting ads for people in the decision stage to drive an immediate return on investment.

Tip #3 – Ads and organic content live together across advertising platforms, and you don’t want your ads to stand out like a sore thumb. Show the value of your ad’s content upfront.

Tip #4 – If you want leads, focus your advertising efforts on Facebook and LinkedIn. These platforms have Lead Ads where your audience can fill out a form without leaving the platform.

Tip #5 – For the brand awareness of a younger audience, advertise on YouTube, Snapchat, and TikTok. The ad types available are most effective for brand awareness goals and most users are under 25.

Tip #6 – If you sell products online, use Instagram, Twitter, and Pinterest. Users on these platforms are known to spend a lot of money online.

Tip #7 – People are going to Google to find solutions to their questions. Write search ad copy that provides a solution. Don’t pose more questions.

Tip #8 – Run search ads for brand and non-brand keywords. This will protect you from qualified traffic being stolen by your competition.

Tip #9 – Don’t know how much your maximum ad spend should be? Use this equation: Divide lifetime value by the sum of one customer divided by your lead to customer rate multiplied by your average conversion rate.

Tip #10 – Allocate your total media budget like this: 70% to efforts that you know will perform, 20% on trying new social channels, and 10% on new, big idea campaigns.