The 6 Fundamental Principles of Paid Advertising

This is the first – and most fundamental – of my videos about paid advertising. I’ve condensed my 10 years’ of forays into advertising into six principles: 1) Advertising platforms will screw you (i.e. send you low commercial-value traffic) unless you explicitly tell them not to.; 2) Adopt the paradigm of ‘aiding discovery’; 3) Expect to lose money (but gain info) at first; 4) The incremental cost of advertising increases with volume; 5) All online advertising should be connected to some sort of revenue tracking. 6) Understand the difference between static and fluid advertising targets.