Paid Media Strategy Questions
Part of the Digital Marketing Roadmap
In short
'We have ₹2 lakh. Google or Meta?' There's no single right answer, but there is a right way to reason: match the channel to how your customers look for the product.
'How would you allocate a budget across Google and Meta ads for X product?' — testing your understanding of channel fit, targeting, and budget reasoning from Phase 6.
Think of it like this
Where to fish
Some fish crowd the spot where you scatter food: they're already hungry and searching. Others swim across the whole pond and need a shiny lure to notice you. Google search ads feed people already looking. Meta ads are the lure for people who didn't know they wanted it.
Watch it happen
Search ads vs social ads in an interview answer
Google Search
- Captures existing demand and intent
- Great when people search for it
- Pay per click on keywords
Meta (FB/IG)
- Creates demand through discovery
- Great for visual, new products
- Targets interests and lookalikes
Say which fits the product's demand, propose a test split, then explain how you'd shift budget based on cost per result.
The big ideas
What you need to know
Start with the goal
Sales, leads or awareness? The goal decides channels, bidding and KPIs.
Is there search demand?
Check Google Keyword Planner. No one searching means search ads have little to capture.
Test, then scale
Propose a small test budget across options, then move money to what hits the target CPA.
Retargeting
Mention retargeting site visitors. It's often among the most efficient spend.
Save yourself the pain
Common mistakes
Oops
Giving a fixed answer like 'always Meta' without context.
Do this instead
Explain how the product, audience and goal change the choice.
Oops
Ignoring how you'd measure success.
Do this instead
Name the KPI, like cost per lead or ROAS, and how often you'd review it.
Your mission
Answer for two products
Quick check
An emergency plumbing service has strong search demand. Where should most of a small budget go first?
Go deeper
- 1Review Phase 6 and practice justifying a channel and budget split for a sample scenario.
- 2Prepare to discuss how you'd test before scaling a new campaign.
- 3Practice explaining bidding strategy trade-offs in plain, non-jargon language.
More channel & strategy at this stop
SEO Strategy Questions
Content & Social Strategy Questions
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