Advertising Strategy
Paid Channels
| Channel | Purpose | Budget Priority |
|---|---|---|
| Google Search Ads | Service pages, digital packs | Medium |
| LinkedIn Ads | B2B service promotion, white-label partnerships | Low |
| Retargeting | Newsletter signups, member conversions | Low |
Ad Strategy
Search Ads
- Target service-intent keywords: "server management service", "WordPress optimization"
- Landing pages: Services page, case studies
- Budget: Small test budget initially, scale on ROI
Retargeting
- Visitors who read 50%+ of an article
- Newsletter subscribers who didn't open last 3 emails
- Previous visitors who didn't subscribe
Measurement
| Metric | Target |
|---|---|
| Cost per click | < $2 |
| Conversion rate | 3-5% |
| Cost per acquisition | < $50 for member, < $200 for service |
| ROAS | 3:1 minimum |
Organic First
note
Paid ads are a secondary channel. The primary growth driver is organic SEO content. Ads are used to accelerate specific goals (service launch, pack release) rather than sustain ongoing traffic.