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Chapter 1

Understand your ads limitations


Big brands, like Apple, have massive advertising budgets. 

You might have seen ads from Apple and noticed they can sometimes be indirect, abstract, artsy, and vague. Apple does not need to be very specific in their ads. Apple uses Google ads to grow their brand awareness. Not every ad needs to make a sale, just as long as the viewer can get an impression of the companies values and qualities.

This strategy works for Apple. This strategy will not work for you.

Google is a massive platform. If your goal is to broadly build brand awareness, start locally and build out. If you try to put out enough broad ads on Google to reasonably grow your brand awareness, you will burn through your advertising budget quickly.

As a growing business, you need to be strategic about how you spend your money. Big companies can spend money today to make money later. You, on the other hand, need to make money back almost immediately after you spend it.  Keep this in mind while you develop your campaign strategy. 

Being broad is self defeating. Get focused, be specific.