Ads on social media.
There are two strategies for running ads.
These examples are from book sales but I’m just using them to show the chart.
Red is expenses. Blue is sales.
One month I ran bursts with large ad spends. For two days there was no profit—the bar is red. That’s a clear loss, but with this product sales also show up later (that’s called the “long tail”).
The next month I set a much smaller daily budget, since I had a rough idea from the stats of what works.
Ad spend is minimal compared to the sales return.
In other words, I’m spending about 10%.
There’s no right or wrong. Big budget bursts can work just fine. Around Black Friday and Christmas, ad costs go up, but people really do buy like crazy.
Ongoing small ads are less stressful and let you leave them running over time (which you should do to see real statistics). Meanwhile you can focus on other things—posts, socials, videos—what we call organic marketing.
Both strategies work. Small ads may not produce flashy sales numbers, but they let you assess things calmly. And when you look at the numbers annually, they look good.
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