{"id":5024,"date":"2026-08-09T02:30:34","date_gmt":"2026-08-08T23:30:34","guid":{"rendered":"https:\/\/ivitskiy.com\/blog\/genius-marketing-2022\/"},"modified":"2026-08-09T02:30:34","modified_gmt":"2026-08-08T23:30:34","slug":"genius-marketing-2022","status":"publish","type":"post","link":"https:\/\/ivitskiy.com\/blog\/en\/genius-marketing-2022\/","title":{"rendered":"Scaling Ads for Growing Businesses: Igor Ivitskiy at Genius Marketing 2022"},"content":{"rendered":"\n
In short:<\/strong> Many advertisers compete only for people who are ready to buy, even though Google Ads can reach customers much earlier and bring them back after the purchase. In the window-market example shown on stage, a commercial search click cost about $2 while an informational search click cost about $0.10, a roughly 20x difference. Igor Ivitskiy argued that scale comes from matching the message and channel to the customer\u2019s decision stage, not from bidding harder at the final stage. The talk mapped that strategy without treating any single campaign type as a universal answer.<\/div>\n\n\n\n

The Genius Marketing conference took place in Kyiv, Ukraine, in 2022 as an interactive online session. The talk was delivered by Igor Ivitskiy<\/a>.<\/p>\n\n\n\n

The session explained why advertising becomes expensive when a business appears only at the moment of purchase, and how a wider view of Google Ads keyword research<\/a>, audience signals, video, display, Gmail and remarketing can support the whole customer journey.<\/p>\n\n\n\n

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Ready-to-buy query<\/strong><\/div>\n
<\/div><\/div>\n
about $2 per click<\/div>\n<\/div>\n
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Informational query<\/strong><\/div>\n
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about $0.10 per click<\/div>\n<\/div>\n<\/div>\n
Source: window-market example shown in Igor Ivitskiy\u2019s Genius Marketing 2022 talk.<\/div>\n\n\n\n

Advertising across the full decision journey<\/h2>\n\n\n\n
\"Funnel
Funnel turning budget into customers<\/figcaption><\/figure>\n\n\n\n

The central idea was to stop treating the final search as the whole market. A person moves from not recognizing a problem to learning about possible solutions, comparing providers, buying and sometimes buying again. The useful ad at each point is different. A demonstration can reveal an unnoticed problem; educational content can expand the person\u2019s picture of the category; evidence and reputation can reduce uncertainty later.<\/p>\n\n\n\n

This works partly because auction pressure is uneven. Igor\u2019s window example compared expensive \u201cbuy windows\u201d searches with much cheaper questions about window types and materials. Google\u2019s official Keyword Planner documentation<\/a> confirms that the tool provides search and cost estimates. Those estimates are inputs for judgment, not proof that an informational click will become a sale.<\/p>\n\n\n\n

The second reason is continuity. Google Ads can connect Search with YouTube, display inventory and audiences based on interests, active research or previous interaction. Google describes these options in its guide to audience segments<\/a>. The strategic point is broader than a broad-match campaign<\/a>: the business builds familiarity before the highly competitive purchase query appears, then keeps the relationship useful instead of repeating the same sales message.<\/p>\n\n\n\n

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1<\/span>Unaware<\/strong>
The person does not yet recognize the problem or the category. Communication opens a useful new possibility.<\/div>\n
2<\/span>Aware<\/strong>
The person understands that a solution exists. Education explains what has changed and why it matters.<\/div>\n
3<\/span>Interested<\/strong>
The person compares approaches and providers. Distinctive value, proof and reputation become important.<\/div>\n
4<\/span>Purchase and return<\/strong>
The first order is not necessarily the end. Service, maintenance or a relevant recurring offer can extend the relationship.<\/div>\n<\/div>\n
Source: customer decision stages discussed in Igor Ivitskiy\u2019s Genius Marketing 2022 talk.<\/div>\n\n\n\n

My operating principle<\/strong><\/p>

I want advertising to help a person make the next sensible decision, not force the final decision too early. The business should understand the customer\u2019s stage first, then choose the message and channel that fit it.<\/p><\/section>\n\n\n\n

This way of thinking is also useful in training because it gives campaign decisions a commercial context. The detailed demonstrations and account mechanics remain part of the learning material rather than this summary.<\/p>\n\n\n\n\n\n\n\n

Key insights<\/h2>\n\n\n\n