Engagement · Topic 3 of 4
What is advertising?
By RISE Business Framework · Created by Gary Harper and Brandon McCurdy · Reviewed
Advertising is paying for or earning attention to put your message in front of more people. It amplifies your marketing. In RISE, advertising runs as a cycle. You choose channels, track metrics for each one, set a budget with a clear method, and keep messages consistent across every platform.
Key takeaways
- The four steps run as a cycle: Channels, Metrics, Budgeting, Consistency.
- The Channels worksheet records spend and percent of budget for 21 channels.
- RISE defines eleven advertising metrics, including CTR, CPC, CAC and ROI.
- RISE names six budgeting methods and calls the Percentage Method the best option for most organizations.
- Consistency runs through four pillars: Develop, Establish, Automate and Monitor.
Advertising in the RISE Business Framework
Advertising is the third Engagement topic in RISE. It takes the brand and marketing plan you have built and amplifies them to reach a larger audience.
RISE puts the focus on precision, not reach. Done correctly, advertising fuels your sales pipeline and returns more than it costs.
Why advertising matters
Without tracking, a business cannot tell which channels pay off. Money keeps flowing to ads that produce nothing.
Without a budgeting method, spending becomes month-to-month guesswork. RISE notes this can hold back revenue because there is no plan.
“In today's digital landscape, it's about precision, not reach.”Gary Harper
The 4 tools of Advertising
1 of 4
Channels
List every channel you advertise on, with its spend and share of your budget.
2 of 4
Metrics
Track performance for each channel so you know which tactics work and where to improve.
3 of 4
Budgeting
Choose a budgeting method and plan the full cost of each ad, including room for testing.
4 of 4
Consistency
Keep the same message, visuals, colors and fonts across every channel so ads tell one story.
How to build advertising with RISE
- 1
List your channels
Record spend and percent of budget for every channel you use, from SEO to billboards.
- 2
Set the metrics
Choose the metrics that fit each channel, such as CTR, CPC, cost per acquisition and ROI.
- 3
Pick a budgeting method
Choose one of six RISE methods. Include design, production and media costs.
- 4
Budget for testing
Set aside funds to test ad formats and targeting options.
- 5
Keep it consistent
Use the same visuals, colors, fonts and message across every channel.
- 6
Review weekly
Measure channels weekly and adjust the ones proven ineffective.
Quick self-check
“We have effective advertising channels that are measured weekly and adjusted when proven ineffective.”
AI RISE Coach
Review your ad channels with the AI RISE Coach
“Help me list my advertising channels, what I spend on each, and how to measure them.”
Frequently asked questions
How much should a small business spend on advertising?
RISE does not set a fixed number. Most businesses use the Percentage Method: a percentage of sales, sales goals or gross markup. Base it on past performance and industry standards.
Which advertising channels work best for small businesses?
It depends on your brand, message and audience. RISE says to advertise on channels that fit your brand, track each one, and keep analyzing new channels to add.
How often should I review ad performance?
The RISE Business Assessment asks whether advertising channels are measured weekly and adjusted when proven ineffective.
Related in RISE
- Marketing (Engagement)
- Sales (Engagement)
- Stoplight Reports (Systems)
- Finance (Resources)
- The Engagement quadrant
Further reading
- Google Ads Help (Google)
- Think with Google (Google)
- Marketing and sales (U.S. Small Business Administration)
