The mechanics.
WHAT HAPPENS
You define an audience You create an ad The platform shows it to people matching the audience You pay per appearance or per click
THE KEY DIFFERENCE FROM SEARCH
The person was not looking for you.
You interrupted them.
WHAT THAT MEANS
The ad must earn attention.
A dull ad is ignored regardless of targeting.
WHAT YOU CAN TARGET
Location Age and demographics Interests Behaviour People similar to your existing customers People who visited your site
THAT LAST ONE
Frequently the most effective. Covered separately.
WHAT SOCIAL IS GOOD FOR
Visual products Building awareness Reaching people who do not search Retargeting
WHAT IT IS POOR FOR
Urgent services people search for when they need them
WHERE TO START
A small budget, a clear audience, and a good image.
