Strategic Digital Advertising Spend

Written by Nick Stamoulis

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When it comes to spending money on digital advertising, there’s a sweet spot when it comes to deciding on spend. If you spend too much money, you might be wasting money. If you spend too little money, you also might be wasting money. Not only that, but there are many factors in between that affect how the money should be spent.

Here are some of our thoughts about being strategic with your digital advertising media spend:

Get to Know Your Industry

It all starts with really getting to know your industry. What are your competitors doing when it comes to digital advertising? Are they present in a lot of places and do they appear to be spending a lot of money? If the answer is yes, it could be that you need to do the same. If it is no, this could mean that there might be an opportunity here if you advertise and they don’t. If the answer is no to both, this also could indicate that the audience isn’t receptive to digital advertising. One you get to know your industry, this should give you clues.

How do you get to know your industry? Well, the easiest way is to perform a competitive analysis. But, there are other things you can do, like check out the branding and marketing of your competitors manually by looking online. There are some tools that can also help with this.

Learn About Your Audience

Next is to really think about your audience. At the end of the day, your ads need to reach your audience. It helps to get a pulse on how well your efforts will be received when you spend on digital ads. If you miss the mark with your audience, you won’t get the results you want. You’ll want to determine:

  • Demographics details.
  • How they spend money.
  • What their expectations are.
  • The buying

Competitive information is important, but it all boils down to your customers and your specific audience. This is all important data that can help you determine if they’ll be receptive to ad spend, or not. It will also help you uncover the types of ads, as well as where they appear, that will work for them.

Find the Sweet Spot Amount

Ultimately, your goal should be to find the sweet spot amount to spend. This is the core of strategic digital advertising spend, and it takes some prior strategic analysis to get there. It also might require some trial and error. No matter how diligent you are about analyzing data and creating a plan, you won’t really know until you implement the plan. You might need to adjust your budget, the ads themselves, or change platforms, if needed.

When it comes to digital advertising, it takes a strategic approach to find the right amount to spend. Remember, if you don’t find that sweet spot, all your efforts could be a waste.


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