Notes on Paid Media

Referral programmes: designing and measuring a bring-a-friend scheme

A referral programme ("bring a friend") turns satisfied customers into an acquisition channel. Well designed, it brings cheaper, more loyal customers…

Customer onboarding and ads: the first week decides repeat purchase

The first week after purchase largely decides whether the customer returns. It is when expectation and reality meet: delivery, first use, first doubts…

RFM segmentation for ads: recency, frequency and value in practice

RFM segmentation classifies customers by recency (when they bought), frequency (how many times) and value (how much they spent). It is simple to calculate…

Reactivating inactive customers: messages, timing and offers

Inactive customers have already bought once, which makes them easier to reactivate than strangers. But it only works if the message shows what has changed…

Upsell and cross-sell with ads: the right moment

Selling more to those who already bought is cheaper than acquiring new customers. Upselling (a better product) and cross-selling (a complementary product)…

Community and content as a long-term growth engine

Community and content do not deliver results in weeks, but build an asset that grows over time: own audience, trust, brand demand and customers who…

Co-marketing partnerships: growing through other people’s audiences

Co-marketing partnerships let you reach the audience of another brand that serves customers similar to yours, without competing with it. Well chosen and…

Branded searches as an indicator: measuring the effect of PPC and GEO on demand

Brand searches (people searching for the company or product name) are a useful indicator of the effect of PPC and GEO on demand: when the brand is better…

Growth forecasting with ads: where each new customer comes from

Forecasting growth with ads is not guessing: it is estimating, from data, where each new customer will come from, at what cost and within what limits. A…

Sustainable growth: when slowing ads down is the right decision

There are moments when slowing ads down is the right decision: margin cannot take it, operational capacity is at its limit, stock is short, service quality…