Questions to Ask Before Building a Paid Media Campaign

By Emily Paulsen / July 29, 2020 / Paid Search

Paid media offers businesses a bevy of opportunities to segment, target, and sell to their key audiences.

But with all this opportunity, finding the right combination of media, messaging, and targeting can be daunting.

So, how do you put together a paid media campaign that will work for your business?

When our team is given the task of building paid campaigns, our first goal is to understand as much about your customer base as possible. This helps us determine where, how, and who we are going to target with your branded messaging — as well as shape that message and its context.

Below are some of the questions we ask — and ones you can ask yourself — before building a paid media campaign.  

What Goals Should the Digital Marketing Campaign Achieve?

Clearly defining the goals for your marketing campaign is not only crucial to measuring success — it’s an important way to determine which element(s) to include in the campaign.

For example, the goals might be a combination of some or all of the following:

  • An increase in leads or sales in the short-term future.
  • Elevated brand awareness, information about a new product, or service information, among individuals in a specific industry or those in the market for a specific service.
  • Upselling current customers on additional products or services.
  • To draw customers away from a competitor by selling them on your products and services instead.
  • A larger social media following to gain overall brand awareness and stay top-of-mind for current and potential customers.

Different forms of paid media work best for different initiatives.

By establishing the business’ needs and what you’re looking to accomplish, you can combine paid search, display, social media, and email marketing to achieve your goals.

What Do You Know About Your Potential Customers & Targeted Demographic?

Accuracy is important in every aspect of business, including advertising efforts.

The more you know about your potential customers, the better you can target them with your paid media campaigns.

Paid digital media has robust targeting capabilities that combines demographic, location, interest or in-market groups, and other data like industry or job title, to efficiently reach people who are likely to buy.

This combination can help maximize the ROI from your marketing dollars.

Additionally, different audiences exist on different platforms, so knowing who your audience is and where they are most likely to be receptive of your message can increase your chances for success.

For example, if your company has a B2B model whose ideal customer is an operations manager for a large company, you might find more success reaching them on LinkedIn.

But a clothing brand whose ideal customer is an 18- to 24-year-old male who loves video games, it would be ideal to target them on a platform like Reddit or YouTube.

Leverage your in-depth understanding of the ideal customer base to maximize the success of the marketing campaigns for your brand.

What are Your Potential Customers Looking for & Where are They Looking?

Knowing what stage of the buying process your customers are at is crucial to identifying the best way to target them.

Are customers actively looking for your brand, or do you need to catch their attention? Do they know your products and services exist, or do they need to be educated on the opportunities available to them?

If your company is like many other businesses, you will have customers throughout the buyer funnel — some might need education, while others might be ready to buy.

Identifying where the majority of your audience is in the funnel can help you get started with a campaign. But building a full-funnel approach will be the best bet for creating a consistent lead and sales flow.

How Much Do Your Customers Know About the Products & Services the Business Offers?

It is particularly important for paid search campaigns to know the level of knowledge your audience has about your products and services. This will determine how they are searching for and finding your business.

Are your customers knowledgeable and using industry terms in their search query? Are they unsure of what’s out there and using long-tail or more general terms? Or are they a combination of both?

(Long-tail keywords are three or more words which are product or service-specific and focus on a niche. Long-tail keywords get less traffic, but a higher conversion rate since they are more specific.)

Your customers’ knowledge level of the service or product can help tailor your messaging throughout the digital strategy.

If knowledge is low, you may want to focus on educating and using layman’s terms. If knowledge is high, you’ll want to speak their language and showcase your expertise on the subject.

How Long Does It Take for a Customer to Convert?

The length of your buyer funnel is important to consider when building a paid media strategy.

If your customers take a long time to decide, staying in front of them is key to maintaining their attention. It also helps to ensure the customer comes to you once they’re ready to purchase.

Using lead-nurturing tactics like remarketing, email, and social media can help your business stay top of mind.

On the other hand, if your customers are ready to make a decision right away, it’s important to focus on being readily available. This means getting them the information they need as soon as possible, and making it as easy as possible to buy, sign up, or whatever it is you want them to do.

What is Limiting Your Brand?

With any sales process, purchase funnel, or conversion path, there can be the possibility of something getting in the way.

Take a step back and look at your business from a customer’s perspective.

What are some of the things you would want (or not want) if you were buying from your business? If looking at the business, products, or services with fresh eyes is difficult, it would be worth asking another person for their perspective.

Some of the hurdles we commonly see customers and businesses struggle with include:

  • Lack of information on the website
  • Confusing structure or navigation on the website
  • No pricing or other relevant product information on the website
  • Inability to complete transactions on the website
  • Unrefined lead management processes once a potential customer initiates a conversation
  • No Customer Relationship Management system (CRM) or a disorganized CRM
  • Not staying in touch with previous leads or customers

Identifying all the places where a user could get confused, stuck, fall off the radar, or give up will help you make the most of all the leads your digital campaigns capture.

Without easy-to-find information, a streamlined sales process, or a smooth path to conversion, your digital campaigns can only do so much.

Focusing on what happens after the ad experience is just as important as focusing on the paid media campaigns themselves.

Getting started with paid media is an exciting endeavor and can open so many doors for your business. Asking yourself these few questions will set you on the path of choosing the right mix of media and targeting. 

And if you need assistance getting started or deciding which avenue is best for your brand, our paid media specialists are here to help.