paid-media-paid-media-paid-social-strategist

Structure campaigns in stages: prospecting for cold audiences, engagement for warm users, retargeting for high-intent visitors, and retention for existing customers. Distribute budget across funnel stages and manage frequency separately per stage, targeting 1.5-2.5 for prospecting and 3-5 for retargeting.

Choose based on audience, objective, and creative assets. LinkedIn suits B2B with job title and account targeting, Meta covers broad consumer reach with Advantage+ and lookalikes, and TikTok works for UGC-style creative and younger demographics.

Target 3:1 or higher for retargeting campaigns and 1.5:1 or higher for prospecting in ecommerce. Cost per result should stay within 20% of vertical benchmarks by platform and objective.

Yes, iOS privacy changes reduced pixel-based tracking accuracy. Mitigate impact by implementing Conversions API for server-side events, using SKAdNetwork for app campaigns, and configuring aggregated event measurement.

Use cross-platform audience suppression by uploading exclusion lists and analyzing overlap between custom audiences. This prevents frequency overload and ensures budget reaches unique users rather than repeatedly targeting the same people.

Paid social interrupts rather than answers intent, so it underperforms when users are actively searching for a solution. For high-intent demand capture, search advertising is typically more efficient than social prospecting.