Paid Advertising, Explained

(1) Define business goal and campaign objective

(2) Identify where your target audience hangs out

Think about their demographics, interests, and behaviours.
Paid ads channels can be broken down into Paid Search and Paid Social.
For each channel, gauge the traffic volume and growth potential to help you prioritise which channels to test.

Where your competitors are advertising can be a good starting point.
We built a tool to collect and analyze your competitors' ads, all in one place. Check out Kaya's Competitor Ad Intelligence Tool here.

(3) For each channel, calculate CPL. Ideally, you’d want to focus on channels with lower cost with a sizable reach.

Account for at least 3 months of budget for the campaign to be cost efficient / profitable. Ad platforms need time to learn from your data
A common beginners pitfall is losing momentum after a few weeks, resulting in wasted funds and missed learning opportunities
Tip: Try out this template we use to get an estimate of budget, conversions and CPL

(4) Experiment and scale

Run A/B tests to identify the potential customer segments, messagings and creatives
Analyse lead quality, customer LTV acquired via each channel
Prioritise channels that can scale sustainably. At this point you may also think about hiring a specialised agency or in-house to manage them

At Kaya, we've helped businesses grow their paid ads from zero to one. Want to see better results for your paid ads? Get a free proposal here.

As a startup founder, you may have been doing most of the things yourself early on. However as you look to scale your marketing, you may want to consider hiring domain expertise to see results faster
You can hire a marketing agency or build an in-house team. Each with their pros and cons
With an in-house team, what you’d get is building deeper product knowledge and faster turnaround. However, finding the marketing unicorn talents take time and money to find, build and retain.
With a marketing agency, you’d have better flexibility on costs and expertise, which makes scaling simpler and faster based on your needs. The experience, however, is highly dependent on communication and finding the right growth partners as you’d be working together to finetune your strategy.
Here’s a comparison between working with a startup marketing agency like Kaya, traditional agencies, full-time hire and freelancers:

	Kaya	Traditional Agencies	Full-time Hire	Freelancers
Cost	US$3,000 per month, with no minimum ad spend. Also offers performance-based pricing. No hidden fees.	High. It may include retainer fees, minimum ad spends, and consultation fees.	It could start from around US$4,000 for junior marketers and up to US$6,500 for an experienced hire.	Price varies, could start at US$10 to over US$150 per hour depending on location and experience
Risk	Short-term contract, low-risk.	It could be a high risk due to long-term contract requirements.	It could be risky– as new talent may need time to bed in or may not be a good fit.	It could be risky if a freelancer does not have the right skills required.
Time-to-result	Kaya delivers results in 2 weeks	Traditional structures may lead to a longer time for results	Takes time due to finding and onboarding the right talent.	More experienced freelancers may deliver faster results, but they cost more to hire
Approach	AI-technology driven, flexible, and agile.	Slow to pivot to new marketing technology	Limited to your organization's technology stack	Limited to their skills and basic technology available to most
Full-stack capabilities	Full stack team of marketing strategists, analysts, and content experts.	They can offer this, but it comes at a higher cost.	Only limited to the individuals' skills and experience.	Freelancers usually specialize in a particular area. So, they may lack full-stack capabilities.

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Ready to scale your paid marketing cost-effectively with Kaya? Get a free proposal here

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