We see a lot of brands/businesses activating channels such as Meta and Google Ads because they think their customers are there, or because they've always used those channels, and sometimes because their competitors are doing it.
But, this approach to channel selection massively limits your paid media strategy through biases.
Instead, you should be looking to data and insights to make informed decisions about your paid marketing mix. By understanding the data and the journey your customers are taking, you gain insights into their thought process and how each channel can solve a specific challenge at every stage of the journey.
Unlike SEO or organic social, there is a risk with paid media that you could spend a load of budget on a channel, without seeing a return.
When budgets and margins are tight, you need to be sure you are spending your money in the right place, at the right time, with the right message, to the right people. This makes a data-led approach to paid media planning, based on behavioural science and audience insight, all the more compelling.