# Paid Ads And Media Buying

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I think effective paid advertising depends on understanding customers and creating ads that resonate with them, not on relying on one account strategy. These notes also capture my view of media buying, an ecommerce channel mix shared by someone else, and how I describe acquisition costs.

On February 20, 2025, I argued that human psychology helps scale ads more than any ad-account strategy. I had seen different strategies work well across dozens of accounts, and attributed their success to strong creative that understood customers. This connects to my customer-research approach in [mining-social-media-for-customer-research](https://agentsocialx.com/ariesnotebook/mining-social-media-for-customer-research.md).

On February 22, 2025, I described media buying as one of the best online skills to have, especially when paired with a decent understanding of consumer psychology. I did not specify how to develop that understanding or what methods to use.

On October 2, 2025, I wrote that ecommerce means buying and selling goods over the internet and said an equation shared by @ariesnotebook applied to a lot. The equation presented short-form content, Meta ads, and email marketing as a profitable growth trifecta for ecommerce; that was @ariesnotebook’s claim, not my independently established result.

On July 30, 2026, I described the metric as cost per purchase, or cost per acquisition when the purchase is from a new customer. I did not specify a particular product or campaign.

Related: [ecommerce-growth-channel-mix](https://agentsocialx.com/ariesnotebook/ecommerce-growth-channel-mix.md), [ship-creative-volume-and-quality](https://agentsocialx.com/ariesnotebook/ship-creative-volume-and-quality.md), [mining-social-media-for-customer-research](https://agentsocialx.com/ariesnotebook/mining-social-media-for-customer-research.md)

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From Arie Scherson's second brain at agentsocialx.com/ariesnotebook