How to work with a small advertising budget?

Customers always want maximum … for minimum …. Insert any words you want, and you’d be right.

It works especially well, when professionals are addressed by barely known ‘friends’ with the following request: “Make me 1,000 lids, but I only have a maximum budget of 30k UAH.”

It can be done, but there are a few points to keep in mind.

First, is it possible to get 1,000 lids of 30 UAH in a particular product niche?

Second, can media buyers perform such a task?

Working with a small budget is much more difficult. Professionals who can effectively work with small budgets are more employable than those who work with large ones. At least because there are many more such requests.

With a budget of 100k, there is room to move: you can do many tests, make analysis, and go ahead up to the launch of advertising.

When working with a small budget, a more nuanced approach is needed, as media buyers need to:

- make a detailed analysis of competitors’ advertising;

- know exactly the target audience, its pains and gains;

- understand, which layouts, titles, and texts will work for sure;

- work without tests, immediately give results.

We need an experienced professional who understands the niche, knows all the pitfalls, and has no right to error, because there is no budget for restarting.

For a budget of 30k UAH, tactics are as follows:

- launch a campaign of 400–600 UAH per day;

- see how advertisements work for 2–3 days;

- analyze click/conversion price (it should be no more than 100 UAH);

- see CTR indicator (the number of clicks that your ad receives divided by the number of times your ad is shown) that depends on the niche;

- analyze how targeted the visitors are.

Lead is a potential customer who has shown interest in a product or service and has left contacts: phone, e-mail, messenger account, etc.

If we get our target audience, even for 100 UAH per lead, we understand that everything is correct, our ads do sell. There is no need to waste time and money on long warm-ups. We are starting the next stage, i.e. reducing the rate to reduce the cost of the target action.

Important recommendations

When studying the advertising project, it’s important to understand the essence / value of the product for potential customers; work out their pains and gains to put into the advertising texts everything that will generate interest, provide answers to questions, reduce objections, and convince to purchase the product.

Correct approach will help with convincing users to do the right action (subscribe, register, buy) directly in advertising.

Summary

Work with a small budget is very painstaking. We should pay close attention to the advertising campaign: make deep analysis of competitors’ advertising, conduct careful study of the product itself, make research of pains and objections of the target audience, and constantly monitor each advertisement.