Every note, newest first. Each one opens with a TL;DR, so you can stop whenever you like.
Paying to be seen
Google ads catch people who are already searching for what you sell. Instagram ads show your stuff to people who weren’t looking but might want it. If people search for your thing, start with Google. If they need to see it first, start with Instagram.
Paying to be seen
Meta’s new terms make advertisers solely responsible for whatever its AI tools change in their ads. Due 30 October, now 20 November. From 28 October it plans to switch on product browsing in existing ads unless you opt out. Check your AI settings now.
Paying to be seen
Paid ads mean paying Google, Instagram or Facebook to show you to people. They work fast and stop the moment you stop paying, so they’re best for testing and quick wins, not as your only plan.
Building an audience
Social media marketing is showing up where your customers already scroll, often enough that they remember you when they need you. Pick one platform, post for the people who’d actually buy, and count messages and orders, not followers.
Building an audience
The free WhatsApp Business app gives you a shop profile, a product catalog, saved replies and broadcast lists. Broadcasts only reach people who saved your number, so ask customers to save it. Message people who said yes, and don’t spam.
Paying to be seen
Start with a small daily budget, a handful of specific search phrases, and a page that answers the search. Then check the search terms report every week and block the searches that waste money.
Getting found
Your Google Business Profile is your shop’s listing on Google Maps and Search. It’s free, it takes about an hour, and for a local business it often brings more customers than your website does.
Getting found
SEO is getting Google to trust you enough to show you when people search. Clicks are free, but it’s slow. Think months, not days.