Advertisemen
How long do you guys take for running a test campaign for a fresh brand/product to provide a realistic ROI to the client?
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I have a fairly decent experience of running sales ad campaigns for my own ecommerce websites and for my clients who know how ad campaigns work. However, I always come across clients who expect massive sales and laser targeted ROI even when they are launching a completely fresh brand with never tested products before.
I recently had a meeting with a client who is launching a new ecommerce website for Fashion accessories. They are using Swarovski crystals for their products and thus the pricing for their articles is absurdly high.
I just received an excel sheet with 200+ products and their price tags. The average price of each article is around $100 and personally I believe a lot of brand building needs to be involved before they are able to sell a product from a fresh brand no one has ever heard about for $100/200.
As a rule of thumb, I have always preferred to run ad campaigns with twice the cost of an article as a daily budget to test the market in order to see if the product is performing well.
So, the ad spent for a $100 product for a day is going to be around $200 to really test the audience/targetting, different landing pages, ad copies etc.
The client feels this cost is absurd just for testings sake and have a max budget of $3000/month for marketing these products online (Yeah, the ad cost + my fees combined)
What would you have done in this scenario? I am thinking of dropping the client altogether as I do not think this ad budget is in anyway sufficient for testing and brand building of a freshly made brand with an average item for $100.
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July 15, 2020 at 11:48AM