What truly drives success in paid media and digital advertising? Given the contradictions that exist today, it might be hard to tell.
On the one hand, there is a growing demand for personalized: customized ads that cater to individual needs and interests. Conversely, the belief persists that user data should remain private, safe, and secure.
This dynamic tension has given rise to several myths surrounding paid media, particularly regarding its effectiveness and accessibility. We’ll debunk three of the most common misconceptions and explore how Rebellion Group approaches these challenges.
Myth #1: More Spending = Better Results
The belief that “spending more equals better results” traps many marketers, creating a false belief that a bigger budget automatically enhances performance. While spending more can lead to more exposure, it does not guarantee better results.
“Well, the weird thing is that it is mostly true. If you spend more money, you’ll get more results,” notes Winston Stalowir, Senior Paid Media Specialist at Rebellion Group. “The counter to that is there will eventually be a drop. The fact that you can only target so many people means there is a built-in level of diminishing returns. You can’t just throw money at the issue. You need to change programming or tactics.”
To Stalowir’s point, an advertiser may pour thousands of dollars into saturating a market, but at some point, the audience will stop responding, despite how much money is spent. This phenomenon underscores the importance of not spending more, but spending smarter.
As Stalowir puts it, “If you’re just increasing budgets and not optimizing your ads, you’re kind of just ‘hoping and praying.’ Even if you’re not making changes to the ads, there are still platform optimizations you could be making to make your campaigns run better.”
All that said, increased spending doesn’t automatically translate to better results. It’s about how well you manage and refine your campaigns over time.
Myth #2: It’s a Set-it-and-Forget-it Proposition
When a campaign is left to run on its own, you might believe the platform’s algorithm will determine what performs best and which elements convert the most and expect the delivery of optimal results without further intervention. This set-it-and-forget-it approach is extremely ineffective.
Successful paid media campaigns require ongoing attention and refinement, which is our focus at Rebellion Group. We consistently check week-over-week performance. Did certain keywords perform better or worse? If so, why? Where did our ads appear? Maybe we can exclude certain domains to improve performance. This process of continuous optimization ensures that campaigns remain effective and ad spend is allocated where it will yield the highest return.
For example, if a campaign begins to attract irrelevant traffic, such as a forklift seller’s ads appearing under searches for “forklift jobs,” it’s crucial to adjust the keyword targeting to exclude non-relevant terms. Similarly, programmatic ads appearing on inappropriate sites can damage a brand’s reputation. Simply setting and forgetting a campaign leaves too much to the platform’s discretion. Regular maintenance and optimizations are essential to keeping campaigns aligned with business goals and maximizing your ROI.
Myth #3: Paid Media is Only for Big Companies
Another pervasive myth is that paid media is only suitable for big companies with big budgets. In reality, paid media can be effective for businesses of any size, regardless of budget. The minimum for a campaign is $500 monthly, as you need a threshold at some point.
Google might prefer advertisers to spend more, but smaller businesses with smaller budgets can still succeed. In fact, they can often gain a competitive edge by focusing on niche markets. For example, a local hairdressing business might run a campaign targeting a 10-mile radius to attract nearby customers. It can come down to location and who they’re targeting.
The key is not the size of the budget, but how strategically it is deployed. Even with limited funds, small- to medium-sized businesses can carve an effective space in the digital landscape by precisely targeting their audience and consistently optimizing their campaigns.
The Rebellion Group Approach
Paid media does not have to be daunting. By understanding the realities behind these myths, businesses can make informed decisions and leverage the potential of digital advertising.
At Rebellion Group, our team understands that effective paid media campaigns require a blend of strategic planning, continuous monitoring, and savvy optimizations. We encourage businesses of all sizes to let us help you navigate the complexities of paid social media confidently and effectively.
Whether you’re a local business looking to gain traction or a large company aiming to expand your reach, Rebellion Group provides the expertise and insight to turn your marketing dollars into measurable results.
— Josh Marcial is a Paid Media Specialist at Rebellion Group