# 181: Digital Advertising for Selling New Hardware Products

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2023-06-22
- Length: 19m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2023-06-22-181-digital-advertising-for-selling-new-hardware-products
- Listen: https://productstartup.com/

## Summary

Neha Bansal, Project Manager Lead at Meta Ads Manager and former Google Analytics Manager, explains how hardware startups can effectively sell direct-to-consumer using digital advertising. She advises founders to focus on organic content and product-market fit before spending on paid ads, leveraging generative AI tools like ChatGPT and Stable Diffusion to reduce content creation costs. Bansal emphasizes the importance of customer segmentation, A/B testing ad variations, and setting up digital tracking early to maximize return on ad spend.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2023-06-22-181-digital-advertising-for-selling-new-hardware-products#t=0) Introduction and Guest Background
- [3:39](https://hardwarepodcasts.com/podcast/product-startup/2023-06-22-181-digital-advertising-for-selling-new-hardware-products#t=219) Defining Direct-to-Consumer Advertising
- [4:50](https://hardwarepodcasts.com/podcast/product-startup/2023-06-22-181-digital-advertising-for-selling-new-hardware-products#t=290) Organic Content and Generative AI
- [7:33](https://hardwarepodcasts.com/podcast/product-startup/2023-06-22-181-digital-advertising-for-selling-new-hardware-products#t=453) SEO, Expert Interviews, and Reviews
- [9:23](https://hardwarepodcasts.com/podcast/product-startup/2023-06-22-181-digital-advertising-for-selling-new-hardware-products#t=563) Paid Advertising Experimentation
- [11:54](https://hardwarepodcasts.com/podcast/product-startup/2023-06-22-181-digital-advertising-for-selling-new-hardware-products#t=714) Customer Segmentation and Branding
- [15:43](https://hardwarepodcasts.com/podcast/product-startup/2023-06-22-181-digital-advertising-for-selling-new-hardware-products#t=943) Tracking, A/B Testing, and Campaign Objectives

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [AI & machine learning](https://hardwarepodcasts.com/topic/ai-and-machine-learning)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Meta (company)
- Google (company)
- ChatGPT (tool)
- Stable Diffusion (tool)
- Mako Design + Invent (company)
- TikTok (company)
- Under Armour (company)
- TOMS (company)
- Blue Apron (company)

## Related episodes from other shows

- [6: Apps](https://hardwarepodcasts.com/podcast/thoroughly-considered/2015-12-11-6-apps) (Thoroughly Considered)
- [How to Validate the Market for Your New Product with Ivo Kalburdzhiev of CreatorClub](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator) (Predictable Designs Podcast)
- [Ep. 45 - Advertising](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-10-02-ep-45-advertising) (Open Hardware Manufacturing Podcast)
- [Ep. 37 - Keeping Sales Up](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-02-07-ep-37-keeping-sales-up) (Open Hardware Manufacturing Podcast)
- [13 Reasons Why New Hardware Products Fail](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-11-23-13-reasons-why-new-hardware-products-fail) (Predictable Designs Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2023-06-22-181-digital-advertising-for-selling-new-hardware-products. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.