People will only buy from you if they have heard of you, right? As a result, advertising is a must-have rather than a nice-to-have. Rather of attempting to cover all of your bases (and blowing your ad budget in the process), think about who you want to advertise to, where you'll most likely find them, and when you'll want to catch them to achieve the most results. Remember long-tail keywords, for example? They're beneficial because by the time a buyer types in certain search phrases on Google, they're most likely planning to buy anything.