In this article I will give as an example a project that I had with some friends a couple of years ago, but I think that it will undoubtedly give you a basic idea of the marketing idea that we were handling at the time. Our advertising budget on Facebook was very limited. We spend $100 a month, but save $350 or more. The reason for this is that before we get a lot of traffic to our site, I want it to be in good condition. Also, download speed issues are complex and needed to be addressed urgently.
Our calendar of events from Monday to Friday
You'll find it's nothing special, although it took us a while to develop, and we tried to move from the spontaneous to the ordered. Well, here is what we managed to do.
Monday:
We've moved last week's posts from posts with the best organic engagement scores to paid posts. We set a budget of $1. Choosing the post with the best reviews without ads gives you the confidence that it is likely to perform very well on ads.
Tuesday:
We did a general market placement post with 1 photo containing many different products. People love to party. These types of posts generate clicks at low cost.
Wednesday:
We've recreated a market post, but this time, instead of selecting the events that occurred, we focused on topics, categories, brands, and more. This allows you to add a second circle to the segment.
Thursday:
This date was a kind of wild card for us in case previous events have not borne the expected fruits. In this case, we created a promotional edition without a box.
Friday:
We have a promotional post of this week's news. This way we can attract regular customers and show them new products. In our case, sometimes we only have 1 item for 1 of a product, so it also helps create a sense of urgency.
what we look for in the campaign
We look for something very specific in events and today it goes beyond mere interaction. We look for link clicks for less than $0.10. We always leave 2-3 posts at a time to analyze the performance and choose the best one. We offer a minimum cost per click (CPC) of $0.15 for new posts within 24 hours. We then leave them for the next 24 hours to bring them down to $0.10. If the CPC doesn't go down, we stop it and use the next CPC to test. This was our campaign plan, and although at first it was not what we expected, we did realize that the cost was quite acceptable and we were reaching new potential customers.
I hope it has been helpful to you, this is just a strategy that we followed for a while, I hope it has inspired you. As always, I invite you to take a look at the other posts where we talk about marketing and related topics.