Sometimes clients come to me afraid they’ll need to spend $10k on their ads to have a successful launch.
But, that’s not the case.
Obviously if you WANT to spend $10k on your launch ad budget, you can do a WHOLE lot to bring in new leads who are ready to buy, maximizing your results and your ROI.
You can have a killer launch with just $1000 in ad spend. If you know how to allocate that $1000, then you can definitely see a huge ROI and knock your launch goals out of the park.
How I would spend $1000 in ad budget for a launch.
So, how would I split up $1000 on ads prior to and during a launch? While there is no hard and fast rule, generally speaking, here’s what I’d do:
Cold Traffic Ads
Cold traffic ads are ads run to audiences who don’t know you yet. Often these are ads targeted at certain behaviors, influencers, or demographics. Since these people don’t know who you are, they are going to be a slightly higher cost per lead. However, it’s important to always be bringing new people into your sphere of influence, so these are a must prior to a launch. I’d allocate about 20-30% of your $1000 ad spend here. This will bring in some new leads to keep your funnel fully stocked from the top!
2. Warm Traffic Ads
Warm traffic ads are just that, ads designed to bring in warm traffic. So, you might use your email list, Instagram followers, or video viewers as a target. These are people who have some idea of who you are. They have engaged with your content, and have interacted with your brand. They are warm, because you aren’t a total stranger, interrupting their feed. These leads are the easiest to turn into subscribers, so allocate about 50-70% of your budget here. Also, these are the best audiences to make lookalike audiences from. The idea is to take your cold leads, warm them up, then use them to create your lookalikes.
3. Hot Traffic Ads
Your hottest leads are always going to be your past clients. So, it’s always wise to use a bit of your ad spend targeting those people who believe in your brand. These ads aren’t going to be lead gen, then are going directly for the sale. Since these people have a relationship with you already, they are more likely to click the BUY NOW button if their experience was a positive one.
It’s important to remember to speak to each type of lead differently. Your cold traffic ads need to speak to readers as though they are strangers. BUT – you don’t want to speak to your warm ads that way. You want to speak more familiarly with those who have already engaged with your content. Your hot leads are basically family. So, assume they know what’s up and speak to them in a way that shows you know that they know! Make sure that at every step of the way, you are getting your people to move from one point in the funnel to the next.
The truth of the matter is, you can do A LOT with $1000 and an experienced Ad Strategist. Understanding how to best turn cold leads into warm leads is your quickest way to making more sales every time you launch.