Marketing
Acquisition Channels: What to Test First
Not all channels are equal out of the gate. Sequence tests to find traction fast without burning cash.
Choose channels by buying mode
Match channel to how people buy your product: problem-aware (search), solution-curious (social), or impulse (UGC + influencers).
The first-wave mix
Start with paid social for scale and paid search for intent capture. Layer creator whitelisting once message/offer wins.
- 80/20 split social/search at kickoff
- One landing destination per campaign
- Weekly budget reallocation based on CAC vs target
Guardrails that save money
Use frequency caps, placement exclusions, and negative keywords from day one. Protect brand terms with a low bid.
When to add influencers
After you have a working hook and landing page, creators add scale and social proof. Pay for content rights, not just posts.
Graduation criteria
A channel graduates when it hits target CAC for two weeks with stable creative. If not, pause it and recycle angles elsewhere.
#Paid Social#Search#Budget
