In general, in the customer journey to engage customers through their instincts, while longer, more logical content is most effective at the end of the customer journey when customers are rationalizing their purchasing decision.
Campaign duration
When will you start and stop your advertising campaign? Timing is important, especially if you want to take full advantage of seasonal trends, such as holiday shopping.
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Plus, once a consumer has seen an ad, they won't be as excited about it the next time. In other words, your goal is to run your ad campaign only long enough for each potential customer to see the ad once. Any longer and you're just shooting in the dark and wasting money. Keep your campaign short and brief.
Your goals
Where will you advertise to achieve your short- and long-term goals? Even though your ultimate goal is to increase your number of customers, different advertising channels and methods lend themselves to different actions and results.
For example, some channel and goal pairings could be:
Increase brand visibility and awareness through banner ads and guest posts
Encourage calls to action through clicks in email and social media
Improving Foot Traffic Through Local SEO
Cost
How much are you willing to pay per click or per customer? This will determine your advertising campaign budget.