This year at Dotti Media, we spent a lot of time focussing on our ‘done for you’ management clients rather than our online courses. The reason being that we have received way too many enquiries for this service. It has also given us the opportunity to test and try out different strategies, many of which we’ll be sharing in our Live Workshop in 2018.
We did spend money on list building, promoting our online courses, webinars and brand awareness, the stats of which are below. In total we spent $3156.59 on ads this year, which is around $260 per month. This is in comparison to $3590.96 in 2016. So if we’re going to budget for 2018, we could use $3500 as a benchmark.
We used our Retargeting Guide and two webinars as our way to build our list in 2017. Both of these cost approxiamately the same in terms of gaining acquiring people onto our lists. We don’t have exact stats in terms of which ones resulted in the best revenue raisers, but the webinars are always a great way to talk to a lot of people and share your knowledge all in one place. (As long as people actually turn up!)
In terms of promoting our online courses, we didn’t go ‘hard’ as we knew that we hadn’t put the work in on the front end in terms of building audiences. If you are using Facebook Ads in 2018, please take note as part of your strategy, the majority of your budget will be spend on the ‘front end’ that is building audiences, growing your list. Your sales / cart open ads ads will only make up a small percentage of this.
Looking at these stats, we will definitely can spend more on ads in 2018 with focusses being –
- Traffic Ads – Using blog posts to build brand awareness and establish credibility.
- Video Ads – I was shocked to see how little we invested in video in 2018 – only $68.94! This is outrageous considering how much time we spend telling other people to do video! Video ads are a great way to promote your business, build trust and brand awareness. If you do one thing in early 2018 – make it planning your video strategy.
Using either our blog posts, or to promote workshops where we weren’t managing the bookings (so we couldn’t run conversion ads)
391 Link Clicks
$481.93 Ad Spend
$1.23 Average Cost Per Click
Video Views Campaigns / Boosted Posts
We use these to build awareness. We haven’t used video as much of a focus in 2017 and we will aim to change this in 2018.
$0.05 per 3 second video view
1450 Video Views
List Building – Retargeting Guide
$3.62 per conversion
Webinar Ads – Attract More Clients & Retargeting and eCommerce Webinar
$3.77 per conversion
Online Course Ads
This includes our Beyond the Boosted Post, Three Course Deal, Facebook Ads Masterclass and Live Online Workshop 2018.
$1743 in sales which can be directly attributed to the ads
Set yourself up for success in 2018
If you have been running Facebook Ads in 2017, I would encourage you to have a look at what you spent, what your results were, which ads performed best and if possible, determine why. As you can see we did spend a lot of our of budget on list building, which is how it should be.
Remember once you’ve done your hard work in terms of list building, that’s where the retargeting fun begins! We’re going to be covering this strategy in our Live Online Workshop on January 18, 2018. If you haven’t got your ticket yet, grab yours before December 31 to take advantage of the $127 discounted price. You’ll also get our Get Smart & Retarget short course for free!
Get our Retargeting Guide
And power up your Facebook ads campaigns!