Written by Rena Marie
Digital advertising has become indispensable for businesses aiming to succeed in today’s competitive landscape. Its ability to precisely target specific audiences, track performance in real-time, and adapt strategies on the fly makes it a powerful growth driver. The vast majority of companies recognize its value, with over 90% of businesses investing in some form of digital advertising. Such widespread adoption highlights digital ads’ pivotal role in helping companies reach potential customers, build brand awareness, and ultimately drive sales.
However, small businesses often face challenges in navigating the complexities of digital advertising. Limited budgets, lack of expertise, and difficulty measuring success are just some of the hurdles they face. Kavin Soni, a seasoned financial analyst and digital advertising expert at Google, is dedicated to helping small businesses overcome these hurdles and succeed in the digital arena. Through his expertise in finance and data-driven strategies, Soni has developed innovative solutions that empower small businesses to compete effectively.
“Small businesses are the heartbeat of America,” says Soni. “But they often lack the resources to compete effectively in digital advertising. My aim has always been to develop solutions that address these specific challenges, giving them a fair chance at success.”
Revolutionizing Campaign Creation through AI
One of the biggest challenges for small businesses is campaign optimization, which requires constant monitoring and adjustments to maximize results. If this isn’t done, businesses may miss opportunities to improve their results, such as identifying high-performing keywords or adjusting bids for better placement. Soni tackles this challenge by harnessing the power of AI-enabled tools. He has developed strategies that streamline advertising, allowing small businesses to effortlessly create and manage campaigns, freeing them to focus on their core business: growth.
“Imagine a small bakery owner who doesn’t have the time to constantly monitor their online ads,” he explains. “AI can step in and automatically adjust bids, optimize targeting, and even generate creative assets, ensuring their campaigns are always running efficiently.”
Businesses that utilize AI-powered bidding strategies see an average of 22% higher conversion rates and 15% lower cost-per-conversion, according to WordStream. At the forefront of these trends, Soni spearheads the movement toward personalized and targeted advertising strategies. He champions the use of AI-generated creatives and automated campaign creation.
“The future of digital advertising is not just about keywords,” Soni aptly observes. “It’s about leveraging AI to create personalized experiences that resonate with consumers and drive tangible results. By embracing these cutting-edge technologies, small businesses can level the playing field and compete with industry giants.” As businesses clamor for solutions that deliver tangible results, Soni’s efforts are perfectly aligned with these industry shifts.
Tailored Financial Strategies for Small Business Advertising
Beyond AI, Soni also emphasizes the importance of tailored financial strategies. His financial models help small businesses determine appropriate ad budgets and ensure efficient investment across various channels. “Digital advertising isn’t one-size-fits-all,” he explains. “Small businesses have different goals than larger companies, and their financial strategies should reflect that.”
Challenging the conventional wisdom of solely focusing on return on ad spend (ROAS), Soni advocates for a different approach: prioritizing the total number of conversions. “For some businesses, a laser focus on ROAS can actually stifle growth,” he explains. “Imagine a new e-commerce store launching a product line. They might prioritize getting 1,000 new customers instead of aiming for the highest possible ROAS on their initial campaigns. That volume of new customers builds a foundation for future sales and brand loyalty.” This strategy helps small businesses rapidly expand their customer base and gain market share. “It’s about understanding the bigger picture,” Soni says. “Sometimes, unit economics of prioritizing conversion volume is the key to unlocking long-term value.’
“Key to achieving sustainable growth in digital advertising is long-term financial planning,” Soni advises. He encourages small businesses to align their campaigns with marketing objectives by considering factors like market trends, competition, and revenue targets. This strategic approach ensures that every aspect of a campaign, from budget allocation to ad format selection, contributes to long-term objectives. “By ensuring every piece of your digital advertising puzzle fits into your broader marketing strategy,” Soni emphasizes, “you can transform average campaigns into powerful engines for business growth.”
A Foundation for Success in the Digital Age
Soni’s journey into digital advertising began with an internship at Viber, where he first explored the potential of technology to drive marketing success. This sparked a passion that led him to Accenture, where he honed his finance and analytics skills while helping financial services companies scale their operations.
Since joining Google in 2019, Soni has become a strong advocate for small businesses, using ads to empower them digitally. His impact extends beyond his role at Google; as a sought-after speaker, judge, and blogger, he generously shares his expertise and shapes the industry’s future. With a unique blend of experience spanning technology, finance, and marketing, Soni is well-equipped to guide small businesses through the complexities of the digital landscape. “Having the right tools is only part of the equation,” Soni reflects. “You also need to know how to use them effectively. That’s where experience comes in.”
By prioritizing conversions, focusing on long-term planning, and embracing automation, small businesses can overcome the challenges of limited budgets and expertise to compete effectively in the digital marketplace. As digital advertising continues to evolve, Soni’s strategic approach promises to shape the industry for years to come.
