Meta Ads

€300-500 is usually enough as a test (first 1-3 months) with 80% of our clients. 

Key things to point out are usually and test.

If you are selling generic products, and majority of your products are cheaper than €30-50, and your prices are competitive, €300-500 will be enough to test the waters. 

€300-500 is what usually gets us a statistically significant number of daily visits on your website (at least 30-50). If this is not possible, we need to increase the budget until we reach this number of daily visits. 

10-20% of your revenue in majority of cases. 

Optimum budget is determined after the testing period (1-3 months)

We almost always start with our minimum (€300-500) test budget, regardless of the clients proposed budget. 

Optimum budget is determined after we determine what volume of items can be sold profitably at a given ROAS (return on ad spend) per month, for a given set of products. 

Our methodology makes sure that every purchase (if it is a web shop) or contact (if you are offering some service) is attributed to each dimension (campaign, ad group, keyword, product, demographics, geography, etc.)

Also, for each of these dimensions we are calculating the exact ROAS. 

If you determine that it is profitable for you to invest 20% of revenue into marketing ROAS needs to be 5x or 500% or above for each of these dimensions to stay profitable. That means we will cut everything below 5x ROAS and amplify everything above 5x ROAS. 

After that, there is only expansion. We leave things that work with their set budget and we expand to new things in order to find new streams of customers. 

This depends on many factors, but the most important one is whether you already had some results before you came to us or no. 

If you are a Web Shop: 

Usually, if our clients are selling something generic, under €100, and if they organically have €3000-5000 revenue, we will achieve great results already within the first few weeks of starting a campaign. Sometimes we will delay the start of our campaigns if we need to install Google Analytics and Google Search Console first. This is to gather data before our advertising practices begin. 

If you are starting from 0, in 80% of cases, by the end of first month you will have a couple of sales. If the product has any kind of future, somewhere within the month 2, the ROAS will be something like 2x-3x (marketing will cost you 35-50% of your revenue). 

With products that have future, usually by the end of month 3 we are at an average ROAS  (return on ad spend) of 5x or above (20% of revenue goes into advertising or less). 

By the end of month 3 we are usually exiting the testing phase, we have achieved roughly 80% of profitability, and we are now starting to optimize for required monthly volume (to sustain your business) in combination with a viable ROAS. 

This process lasts indefinitely, but usually you will top out your ROAS at month 5, and after that it is just expansion to see how much volume of sales can we achieve. 

If you are not a web shop:

Instead of ROAS, we are calculating CPA or cost per acquisition. This will be tracked in form of phone calls, e-mails, contact forms sent from your website, what’s app, and any other kind of contact that is provided on your website. 

The process is the same as with web shops, the timeframes are similar, only we are looking to lower CPA as much as possible instead of increasing ROAS. 

We will not lower CPA just for the sake of lowering CPA, we will always communicate with you and check whether those contacts actually happened, and whether those leads were of high enough quality. Getting tons of useless leads at a low CPA is not a good strategy even though it looks good on paper. 

All of our campaigns are transparent, and campaign tracking is available directly to you. 

Our main priority is data collection, and we are making sure to attribute to your ads only the results that actually came from ads. 

At the end of each month, we will send you a report showing the total budget spent on your campaign, results that it achieved (usually in terms of product revenue or contacts), and our opinion if there is any. 

If we reach some kind of sub-optimal limit where we believe that we cannot help our client more, we will inform the client immediately. 

Yes, Google Ads in combination with Meta Ads will achieve better results than just the sum of individual approaches. 

This is because Google and Meta have a different approach towards presenting the product or service. They also have different minimum requirements for retargeting old visitors or customers. 

There are two main types of campaign: “Search campaigns” (found on Google search results page) and “Display campaigns” (found all over the internet). Google offers both while Meta offers only display campaigns. 

The main difference between these campaigns is that search campaign will usually “collect” all the customers who already know what they’re searching for, by bidding for the search terms that they’re using while searching on Google, while display campaign is there to inform certain groups of people about certain products, often even before they are aware that they may need them. 

Display campaigns with intent of finding new customers will usually work better on Meta platforms, because Meta has a high level of control over their users. Of course, we can use display campaigns to remind our old customers or visitors. 

Meanwhile, Google display should be used carefully, only on well known placements and audiences, manually picked. Due to Google’s lack of control over their partnered websites, it is difficult to distinguish between real people and bot traffic. 

What the combination does is, it allows us to retarget people who came from one channel (for example Google search) on another channel (for example Instagram Story) and vice versa. 

We can also combine this with their interests towards different products or services on your website, because we can track exactly what they’re interested about, what are they reading, how much time are they spending on certain web pages etc. etc. 

All of the above mentioned parameters, and many many more, can be used as a condition which determines whether a person will be targeted with an ad.