OCV Public Handbook/🪞Marketing & Branding/🪴Demand Generation & Advertising

Demand Generation & Advertising

Paid Ads

Paid advertising is one demand generation method to consider but it’s typically better to start with unpaid marketing efforts like organic (content marketing) and outbound. Paid advertising tends to work in the beginning but the more it works, the more money it takes to continue growing and it can be a quick way to burn through a lot of money.
Before starting paid advertising, ask yourself what is the point of trying it. Are you testing something and need a lot of eyes on it? Using paid ads to help gather data around an experiment may be a better route than turning on paid ads for the sake of it. If you are successful with paid advertising, the result is often to spend more and more.
It’s not a hard and fast rule to not utilize paid advertising but carefully consider your intended outcome and if its a channel you want to and have the means to continuously increase spending on.
  • Increased visibility: Paid ads can quickly generate exposure for your startup, reaching a wider audience and increasing brand awareness.
  • Targeted reach: With paid ads, you can specifically target your ideal audience based on demographics, interests, and other relevant criteria.
  • Faster results: Compared to organic methods, paid advertising can provide quicker results, allowing you to generate leads and conversions more rapidly.
  • Scalability: Paid ads offer the opportunity to scale your campaigns based on your budget and goals, allowing you to reach more potential customers as your startup grows.
  • Measurable outcomes: Paid advertising platforms often provide detailed analytics and tracking capabilities, enabling you to measure the effectiveness of your campaigns and make data-driven decisions.
  • Cost: Paid advertising can be expensive, especially for startups with limited budgets. It requires careful budgeting and monitoring to ensure a positive return on investment.
  • Competition: In many industries, the competition for ad space can be fierce, driving up costs and reducing visibility.
  • Ad fatigue: Over time, audiences may become less responsive to your ads, resulting in diminishing returns. Regular ad refreshes and creative variations are necessary to combat ad fatigue.
  • Learning curve: Effective paid advertising requires knowledge and expertise in campaign setup, targeting, and optimization. It may take time to learn and refine your strategies.
  • Dependency: If your startup relies solely on paid advertising, you may become overly dependent on it for lead generation. Diversifying your marketing efforts is essential for long-term success.
Overall, while paid advertising can offer some quick wins, it's important to carefully consider the cost and long-term sustainability of relying solely on paid ads.

Advertising Spend

10% of company budget on advertising. The more you spend, the quicker you see what works. Runway is limited so quicker to learn the more experiments can be run.

Advertising Metrics

Measuring Spend: Cost per Click (CPC)

Cost per click (CPC) is an important advertising metric as it helps you understand how much you are paying for each click on your advertisement. This allows you to measure the immediate return on your ad spend. If the CPC is higher than the profit margin per customer, the campaign might not be profitable. Monitoring CPC enables you to optimize your ad spend and make strategic decisions about your advertising efforts.

Measuring Effectiveness: Cost per Download (CPD)

Cost per download (CPD) is a key metric in SaaS advertising that indicates the average amount of money spent on an ad campaign divided by the number of downloads resulting from that campaign. This helps businesses understand the efficiency and effectiveness of their advertising efforts in driving software downloads.