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Most impactful channel for D2C?
Is it almost always going to be paid search?
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1 Reply
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There are many industries, especially ecom ones, that are better served by social media. Visual industries like clothing, jewelry, etc., need to have a strong social presence.
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If there is strong demand for a product, then paid search makes a lot of sense as you can capture that demand. If not, then paid social would make a lot of sense if you can make ad creative that converts.
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Paid search for need heavy products/services. Want heavy products/services have more good options.
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Not necessarily. Paid social such as Meta or TikTok can perform better than search for DTC, particularly on low-ticket impulse-buy type items that have broad appeal. This includes many products to improve health and esthetics, small gadgets, products for cooking, specialty food, etc.
And products with visual appeal can sell particularly well on Instagram, for example.
Paid search and shopping ads tend to perform better on products that are only needed at certain times or cost a bit more.
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