# Ads Channel Selection

> Use this skill when choosing paid channels — where Meta, LinkedIn, and search each win for B2B, and how to sequence them by budget and motion.

- Skill: `swan-gtm/ads-channel-selection` (Agent Skill)
- Install (CLI): `npx skillmds@latest add swan-gtm/ads-channel-selection`
- Raw SKILL.md: https://api.skillmd.com/api/skills/swan-gtm/ads-channel-selection/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Finance & Business
- Author: swan-gtm (https://skillmd.com/u/swan-gtm)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/swan-gtm/ads-channel-selection

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# Channel Selection Guide

## Five Primary Channel Categories

| Category | Channels | Description |
|----------|----------|-------------|
| Paid Social | YouTube, LinkedIn, Facebook, Instagram, Twitter, TikTok, Quora, Reddit | Advertising on social networks |
| Paid Search | Google, Microsoft | Advertising on search engines |
| Paid Review | Capterra, SoftwareAdvice, SelectHub | Advertising on review listing sites |
| Programmatic | Display, Digital Audio, Connected TV, Native | Advertising on the open internet |
| Sponsorships | Influencers, Newsletters, Events, Podcasts | Advertising directly with individuals or organizations |

### Programmatic Breakdown

- **Display**: Banner ads on websites (most familiar form)
- **Digital Audio**: Spotify, Pandora, iHeartRadio ads
- **Connected TV (CTV)**: Ads on streaming services like Hulu
- **Native**: Similar to display but with native ad placements that blend with content

## Four Key Criteria for Choosing a Channel

| Criteria | Description |
|----------|-------------|
| Targeting options | Can you reach your ICP based on available targeting options? |
| Media cost | How much does it cost per click and per 1,000 impressions? (CPC & CPM) |
| Reach | How large is your audience size with your available targeting options? |
| Policy | Does this platform allow your industry to serve ads without restriction? |

## Pro Tip

Run a test campaign for $100 on channels you're seriously considering to get real average CPC & CPM.

## Recommended Channels by Stage

| Stage | Channels |
|-------|----------|
| Create | YouTube, LinkedIn, Facebook, Display, Twitter |
| Capture | Google Ads, Microsoft Ads, Capterra, SoftwareAdvice, YouTube |
| Accelerate/Activate | LinkedIn, Facebook, Display |
| Revive | LinkedIn, Facebook |
| Expand | LinkedIn, Facebook |

These are recommendations to use as inspiration, not as restrictions. Your specific situation may warrant different channel choices.

## Fictional Examples

### Product Hero Channel Selection

- **Create (Problem Aware)**: LinkedIn - job title targeting for Product Managers, excluding existing customers and website visitors
- **Capture (Solution Aware)**: Google Ads + Microsoft Ads - non-brand keywords (product roadmap planning), competitive campaigns (bidding on competitor names)
- **Capture (Product Aware)**: LinkedIn + Facebook remarketing - staying top of mind with product managers who've visited the site

### Sales Hero Channel Selection

- **Create (Problem Aware)**: LinkedIn + Display - targeting top 50 accounts (account-based approach)
- **Capture (Product Aware)**: LinkedIn remarketing - getting in front of key accounts
- **Accelerate (Offer Aware)**: LinkedIn - targeting open opportunities at key accounts

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> By Ivan Falco - Frontal