How Does Budget Impact Social Advertising Strategy?

I recently received a great question from a new client: what impact does budget have on social advertising campaign strategy?

The simple answer: you can do more with a bigger budget.

You also have to do more with a big budget, in order to scale results.

I know. This is a little confusing, so let’s look at an example of how it works.

First, we’ll start with a small budget.

Imagine you have an online business, selling t-shirts. You have $100 set aside for a test budget and you want to see if social advertising can help you increase sales.

Because your budget is limited, I recommend you focus exclusively on driving sales and that you target only consumers who have already expressed interest in your t-shirts, but haven’t purchased.

Who are these consumers? They’re people you already know. Your email subscribers, your site visitors and social followers who have recently engaged with your content.

We’ll set up a simple campaign retargeting these groups of qualified potential customers, people who have raised their hands digitally as being interested in buying your product. Our messaging will be straight forward. Here’s an offer for an exclusive discount on that t-shirt you’ve been…