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Paid Media

Paid media is the fastest way to learn what your market responds to and the fastest way to spend money proving nothing. The difference is usually what you told the platform to optimise for.

What is the most common paid media mistake?

Optimising the wrong number. A platform will faithfully maximise whatever you tell it to, so an account pointed at form fills will find the cheapest form fills available, which are rarely the ones that become customers. Feeding qualified-lead or revenue data back into the account changes what it learns, and it is the change that moves profit rather than cost per lead.

Written on Paid Media

How we think about this

Automation has not removed the need for control, it has moved where control is exercised. You no longer choose which query to bid on; you choose which audiences, creatives, feeds and conversion signals the system learns from, and you choose what to exclude. Accounts that feel out of control are usually accounts where nobody has decided what the system is allowed to try.

Message match is the cheapest conversion work available and the least often done. An ad makes a specific promise, and the page it lands on should repeat that promise in the first screen, in the same words. When it does not, the click is paid for twice: once to the platform, and once in the visitor working out whether they are in the right place.

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Where this subject turns into something we are paid to do.

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