This is a recording of a talk given at the International Search Summit Barcelona 2022. Paid advertising, whether on social media, on search engines, or in third-party content, is a very important part of any company's digital marketing strategy. However, not all paid campaigns hit their mark and many marketers struggle to prove their benefits. In order to improve the ROI for paid tactics, it is necessary to take a few steps back all the way to the start line. In this talk, Daiana Damacus from Webcertain explains why spending time on defining your target audience will end up saving you costs and shorten the route to conversion. She also explores how to create a clear picture of your customers' online journey before you click â€ślaunchâ€ť on those paid campaigns.