It’s Christa Q here, Head of Paid Media & Creative at Authentic Audience taking over to share some important information on how to measure the real success of your ad campaigns.
When it comes to investing in ads the questions we always get are:
- What’s a good cost per lead?
- What ROI do you predict?
- How many new customers can I expect?
ALL of these questions are super valid. But if you are caught up in definitive answers to each of them prior to running a campaign, I invite you to take a step back from the nitty gritty for a moment.
Just like most things in life, there is no one size fits all answer to these questions. Sure there are very broad benchmarks to strive for based on your business vertical, but the reason our paid media offering is called Authentic Advertising is because you are a multidimensional, unique boss babe and a lot of factors will contribute to the outcome of your campaign.
We met with a client recently who told us she plans her launches around the lunar cycles. The energy she is channeling into her launches in this particular way is going to cause a very specific chain of events and will absolutely influence her campaign.
This is not to say that if you launch during the disdained Mercury Retrograde or a total eclipse that your ads will be a bust… I’m an astro-buff, but I’m also too much of a data nerd to rely on a singular variable to determine the outcome of a campaign.
Influences like your organic social activity, current follower count, landing page experience, existing pixel data, your pricing, the value of your offer, the quality of your creative, copy and your definition of a dream customer are just some levers that contribute to the way you define your metrics of success. There is no one size fits all approach. Your campaign is as unique as you are.
“Ok, Christa I hear you. So how do I know if my ad campaigns are successful then?”
Before you launch ads, think about the overall trends in your business across the span of each quarter.
- What is your average customer Lifetime Value (the total amount that they spend with you over time)?
- Where do your best customers that repeatedly buy from you find you?
- How much does your offer cost? If your offer is a $1K course, then paying $100 to get that person to buy is not a crazy investment. Your ROI is still 10x on the first purchase.
When you think of your advertising dollars as an investment in the future of your business, they stretch far beyond just one launch.
Just like you would invest in a subscription for a booking platform to streamline your client experience, or a ring light so your content appears more professional, investing ads attract new people to your business who want to buy from you, period.
Say one of your dream customers sees your ad in January for your free guide and claims your offer but doesn’t buy anything from you until July. The few dollars you spent to get them into your world turned into revenue months later. Anytime she buys from you it is a return on that initial investment.
Ready to run ads? Authentic Advertising is our done-for-you service to support your business growth and paid campaigns.
That’s it for now.
Have a beautiful week!
-Christa Q & the Authentic Audience Team