Marketing Lesson –
Just because you can doesn’t mean you should.
The aspiring “James Hype” DJ below has the modern DJ tools to make mashups on the fly. But just because “he can” mix Bon Jovi with White Stripes into some Put Your Hands Up Party Anthem doesn’t mean it will be good. ⚠️Press Play and judge for yourself ⚠️.
This is very applicable to media buying. Lots of things “can be done” from a technical perspective, but in reality can be wasteful, in bad form, or counter-productive since budgets & time are finite resources.
Just because you can run Performance Max for lead gen doesn’t mean it’s a good idea.
You could bid on your own brand name but there could be valid reasons not to
Just because you can bid on competitors doesn’t mean you should..
Real Life Example –
A high end meat purveyor whose customers are more affluent and older (50+) and skew slightly more male with a $150 AOV. Revenue from users 18-24 represents just 3% of all revenue. Sure they could go run ads on TikTok. The same business got lots of organic traffic with low engagement from Pinterest – sure they could run ads there too but it that would not make sense considering they barely did any prospecting to their core demographics.