What’s the optimal media mix for an eComm client?

Paid Search
Paid Social
Display (programmatic)
OTT

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Can’t believe a manager is asking this

likefunny

To be fair mid-level folks at my agency (one level above an associate) are called managers. Idk if that’s what OP is, but it’s too broad of a title to judge by it

100% retargeting. Definitely 👍

funny

Why try to get new customers when you can just squeeze the existing ones bone dry

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What stage of the client’s lifecycle? Budget level?

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If OP wants to play it this way, 25% evenly split.

funny

Hope this is a joke 🤡 there are tools for that. If you don’t have any, just send your client to us

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Just the big ones

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In terms of % by channel

That’s a loaded question. Are they 100% ROI focused? Even if you start with search the % is going to be largely dictated by demand for the category and for their brand. It’s very individual.

Yes

Depends on a few factors - Can you help with any of these metrics:
Margins?
AOV?
Avg. Price?
Avg. Monthly Rev.?
LTV?
Current mix and ROAS?

Strictly their own website

All reds

Do they have any MMA or MMM data to look at? Performance history? What are their goals?

lol no advanced measurement protocol. Goal is simply sales

It should be much more omnichannel than what you delineated.

Depends on a lot of factors but for the most part without overthinking, you would want to focus most of your $$ on search to begin with, once you’re tapping 90% impression share on search, you would invest $$ on social platforms starting with meta and adding platforms based on total $$ you have, after this add on programmatic and video after that. Hope this helps! For small budgets it’s usually search heavy but search maximizes at a certain point, so if you have a bigger Ecom client the search % would be lesser than social or programmatic vs if they had smaller budgets

Yeah you would start with branded search terms and then move to generic/ category terms. Branded impression share should always be maxed out

The fact you think people could arrive at one based on only the info you provided is wild.

Squeeze bone dry?

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