Chapter 5

Are my customers mine, or rented by the month?

Khách là của tôi, hay tôi đang thuê theo tháng?

The chapter's question

If I stopped spending, what would I have left after three months?

Big idea

A business that stands only on advertising is renting its customers by the month.

In this chapter

  1. Part 5.1

    Channels That Don't Cost

    What share of customers arrive without advertising?

  2. Part 5.2

    Building a Base in Parallel

    How much effort do I put into compounding channels?

  3. Part 5.3

    Rising Costs Over Time

    Which way has my cost per customer moved over three years?

  4. Part 5.4

    If Costs Double

    If ad prices doubled, would my model still work?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of The Ad Budget is free to read right here.

Read in Conan School

Chapters of The Ad Budget

  1. 1.Is the approved budget what I should spend?
  2. 2.Who is the ad platform really optimizing for?
  3. 3.Am I scaling on data, or on excitement?
  4. 4.Does targeting matter more than what the ad says?
  5. 5.Are my customers mine, or rented by the month?