OPTION A – The Single Step Approach Proposed By Others:

An awareness and video views campaign running to a cold audience using the ‘hero assets’.

OPTION B – Desré’s Usual Funnel Design:

The same as above, but with 3 additional funnel steps including multistage retargeting. By creating clever audience inclusion/ exclusions, we also ensured anyone entering the funnel at any step was cycled through all four stages, no matter which stage-initiated entry.

Overall, Desré’s Full Funnel Strategy was the clear winner, as it saw stronger brand recall lift at a massive +15.8pts compared to +2.9pts for Single Step.

It also had a higher number of respondents to be statistically significant, and drove cheaper cost per brand lift for ad recall.

This was also well above the APAC (Asia-Pacific) regional norm of 4.9pts and CPG (Consumer Packages Goods) norm of 5.6pts.

Having been in this business for over 15 years now, we can honestly say being an agency that has now trained and vetted other agencies from local to global, we’ve been witness to the good, the bad and the ugly within the industry.

So instead of just throwing our numbers and results at you, we’re going to tell you what else makes up the equation.

If you’re reading this with an available monthly budget of under $3,000, maybe consider doing our Online Social Media Marketing Course for $500 then invest all of your budget into your Ads instead of paying it to an agency.

Unfortunately, the days when Facebook was cheap to advertise on are long gone and LinkedIn is even more expensive. Whilst you can achieve amazing returns, you now need money to make money.

Social Media Marketing budgets are subject to what you’re promoting, your audience size, your desired outcome and marketing history.

As a guide, we manage Ad budgets of between $3,000 and $500,000 per month and do not charge a commission – because that’s really underhanded for a lot of reasons.

Most agencies promote a ROAS between 3 – 30 averaging out at 10. Our lowest was 2 and our highest was 211, but we average out at 24.

The three key requirements to achieve a good ROAS are a good quality audience, healthy Ad budget and the ability to upsell. You will not achieve a good ROAS if your Ad budget is too small or your audience quality or size is low.

ROAS results are also relevant to your price point, for example; comparing cars with candles.

It’s also worth noting that if you’re just starting off for the first time, a great ROAS doesn’t happen overnight. Our ‘Note For The Newbies’ below explains this in more detail.

If you’re essentially starting from scratch, you have a huge awareness campaign ahead of you to educate people that you exist. That’s the bit that takes the time and money. Once you’re up and running, things get a little easier.

The truth of the matter is, the more money you can invest in Facebook, the greater the audience you can reach. However, this starts to become a self-fulfilling prophesy as the more engagement and activity you achieve, the better your page ranking, and a result the cheaper your Ads and the greater your organic reach becomes.

Watch out for agency claims like:

“Generated $1 million in sales from our Ads“ – over what time period, with what budget, what conversion rate and final ROAS? Did they generate $1 million in sales from a $750,000 Ad budget over one year or a $5,000 Ad budget in 8 weeks?

“Scaled sales from $20,000 per month to $130,000 per month in 4 months“ – but how much did the monthly Ad budget, cost per sales and conversion rate scale by?

“300% increase in leads“ – because how many did they start off with, in what industry, what was the cost per lead, what was the quality of those leads and what was the conversion rate? Was it for a car dealership going from 10 to 40 leads giving a 300% increase, but the leads were poor quality, with no conversions and cost $200 per lead?