Emilio Garcia breaks down how to pick a paid media platform: it depends on your goal. Reach campaigns measure how many people see your brand. Awareness campaigns educate prospects about a problem. Bottom-of-funnel campaigns drive revenue through clicks and conversions. Pick the platform that matches what you actually want to achieve.
if there's one paid media category that creates more value for a brand than the others. And this really depends on your goal. There are some campaigns which the goal is just presenting the company in front of your target market, and the goal there is pretty much reach. I want to be seen at least once, so I start building that presence. Sometimes I just want to present the company. Sometimes I want to start to educate that buyer into the problems that they are experiencing. And in those cases, the goal is awareness, and it's very hard hard to judge the value that is being created because usually we judge that value in form of revenue. And the only way to do that is with the bottom of the funnel that usually is paid search. If you have an audience of 10,000 people that have never heard of your brand and your goal is to reach 50% of them, then that will be the value that you will create after that campaign, even if you don't get even a click. As long as you have reached that 50% of your population,
