Businesses, big or small, are more budget conscious than ever, and rightfully so. Therefore, when considering media buying or advertising (which makes up a substantial piece of your marketing budget), you should be cautious when setting both the demographics for each ad and making decisions around placement.

Often, businesses make the mistake in thinking that they can create one ad to fit all mediums and audiences. Sure, you could simply resize your ad and place it wherever you want, but it won’t be as successful connecting with your audience.

So, if you want more bang for your buck, consider aligning your ad better by doing the following:

What eyes are you trying to get in front of?

Also known as Reach, which refers to the number of people you want your ad to get in front of during a particular time, day, week, or month. With that in mind, knowing who you want viewing your ad in incredibly important part of the media planning process. It not only helps you develop the messaging and visuals, but helps you decide where you should place your ad.

The medium is part of the message.

There is no doubt that you have put a lot of time and energy into creating the perfect ad for your brand. So, don’t make the mistake of just throwing your ad onto anything and everything.

According to an article by Wunderman Thompson Intelligence, “while a brand’s messaging may align with its values, the places where its advertising appears is undermining it.” Especially with digital advertising, placing an ad through Google or Facebook audience means your ad could appear anywhere on the internet. In other words, your ad could end up on an inappropriate website.

Of course, this rule applies on the internet, a park bench, a billboard in Time Square, a magazine, and so on. Always do your homework!

Remember, like the article points out, the environment you choose reinforces your brand’s message. So, choose wisely when you are deciding who and what you are supporting with your ad dollars.