Marketing
Paid advertising
Paid advertising is the buying of media space, search, social or display, to reach a defined audience directly, run and measured against a specific commercial outcome.
In practice at Covorn
We build campaigns around the audience and offer most likely to convert, not the platform's default targeting, and test creative and audience combinations against each other rather than running one version indefinitely. Budgets shift toward what is proven to work.
Part of MarketingWhere this sits in the framework
- Build
- Launch
When you need this
- Ad spend is concentrated in one platform without evidence it is the best-performing one.
- The same ad creative has been running unchanged for a long time.
- There is no clear record of which campaigns actually produced customers.