Digital Marketing Channels FAQ

Google Ads

What is Google Ads?

Google Ads is where marketers bid on keywords to have their clickable ads show up in Google’s search results. This includes YouTube Ads and Display Ads but mostly focuses on paid search ads.

What are the pros and cons of Google Ads?

Pros:

  • Immediate results
  • High conversion intent
  • Scalable

Cons:

  • Pay-per-click costs
  • High competition in profitable keyword categories = higher costs-per-click (CPC)

When to use Google Ads?

Google Ads for immediate direct response results.

When not to use Google Ads?

Not ideal for new product categories with no search queries and not for startups in highly competitive industries with high CPCs.

Professional tips for Google Ads?

  • Use advanced features and audience targeting
  • Recommended as the first channel to launch in digital marketing strategies

Where to learn more about Google Ads?

Search Engine Optimization (SEO)

What is Search Engine Optimization (SEO)?

SEO is optimizing a website to show up in organic (non-paid) search engine results. This includes content creation, backlinking and site indexing.

What are the pros and cons of SEO?

Pros:

  • No media budget required
  • Can reach users at all stages of consideration
  • Long term benefits from initial investment

Cons:

  • Growth can be slow; may take months to see results for competitive keywords
  • Requires a lot of effort in content creation and link building

When to invest in SEO?

SEO is good when content is a big part of your strategy and when the product price point is low (e.g. under $30) so PPC isn’t viable.

When not to use SEO?

SEO not ideal when there’s limited web content or when immediate results are needed.

Professional tips for SEO?

  • Do thorough keyword research
  • Start with basics like keywords in META titles, URLs and on-page text
  • Focus on high quality content

Where to learn more about SEO?

Facebook Ads

What are Facebook Ads?

Facebook Ads allow businesses to target users based on location, demographics and profile information. Advertisers can reach audiences on both Facebook and Instagram through this platform.

What are the pros and cons of Facebook Ads?

Pros:

  • Can target audiences based on interests and demographics
  • Generally lower cost-per-click compared to other ad channels
  • Good for promoting new product categories to generate demand

Cons:

  • Leads may not be as qualified as other channels
  • Limited targeting options due to privacy protections

When to use Facebook Ads?

Facebook Ads for new products or services, especially B2C for low-consideration products and for promoting viral content.

When not to use Facebook Ads?

Facebook Ads may not be good for high-consideration or B2B products where intent is key. Also not ideal when your creative assets are limited or unoptimized.

Professional tips for Facebook Ads?

  • Test multiple creatives and ad types regularly
  • Refresh creative every 7-14 days to avoid ad fatigue
  • Use Meta Pixel and Conversions API for tracking

Where to learn more about Facebook Ads?

Email Marketing

What is Email Marketing?

Email marketing is sending emails to prospects and customers to nurture leads, convert prospects and retain customers.

What are the pros and cons of Email Marketing?

Pros:

  • Very high ROI
  • Good for relationship-building and retention
  • Personalized and automated options

Cons:

  • Requires list-building and maintenance
  • Spam filters and regulations (like GDPR) need to be managed

When is Email Marketing effective?

Best for nurturing leads, engaging existing customers and running product launches or limited-time offers.

When might Email Marketing be less effective?

Less effective when you have a cold or unengaged list or no clear lead capture strategy in place.

Professional tips for Email Marketing?

  • Use segmentation and personalization
  • A/B test subject lines and content
  • Use automations like welcome sequences and abandoned cart flows

Where to learn Email Marketing?

Affiliate Marketing

What is Affiliate Marketing?

Affiliate marketing is a performance-based strategy where third-party partners (affiliates) promote your products in exchange for a commission on sales.

Pros and cons of Affiliate Marketing?

Pros:

  • Low upfront cost
  • Scales with performance
  • Leverages others’ audiences

Cons:

  • Lower profit margins
  • Requires tracking and managing affiliates
  • Risk of brand misalignment

When is Affiliate Marketing good?

Best for businesses with solid margins and scalable digital products. Good for B2C, SaaS and e-commerce.

When is Affiliate Marketing bad?

Not good if your margins are thin or your product requires a complex sales process.

Pro tips for Affiliate Marketing?

  • Vetting affiliates carefully
  • Provide marketing materials and clear terms
  • Track performance with a reliable affiliate platform

Where to learn Affiliate Marketing?