Cast the net wide and then reel it back in.

Growing your business organically requires a significant investment of time and patience. However, the ultimate rewards make the arduous journey worthwhile. The competitive nature of the business world necessitates the need for cost reduction and profit maximisation, making targeted online advertising and media buying crucial components of any modern marketing strategy.

While the fierce competition in the digital realm may seem daunting, it should not deter you from pursuing this avenue. The cost per click can be driven up by high levels of competition, but if these clicks generate leads or sales that positively impact your bottom line, they become valuable investments. Therefore, it is imperative to adopt a broad approach, constantly testing and experimenting, in order to make informed decisions that benefit your business.

The concept of “casting the net wide” aligns closely with targeted advertising. Running successful online advertising campaigns relies on understanding what works and what doesn’t. Initially, it is necessary to test different methods to determine which ones yield success. These campaigns may run for varying durations, such as one week, one month, or three months, to accumulate enough data for analysis. Each campaign is tailored to target specific keywords or demographics. Once the optimal mix is identified, you can allocate your resources to the areas that will drive your business growth. By relying on hard data rather than gut instincts, you can make informed decisions based on the evidence staring you in the face at the end of the sample period.