The Ad Budget
Who this book is for
Người làm marketing ở Việt Nam, trong doanh nghiệp hoặc ở agency, từ người làm một mình cho công ty nhỏ tới người dẫn một đội năm bảy người. Người đọc là NGƯỜI LÀM NGHỀ, không phải chủ doanh nghiệp: họ chịu trách nhiệm về kết quả nhưng thường không giữ ngân sách.
Sound familiar?
- Raises the budget when the numbers look good, with no rule for when they look bad.
- Doesn't know what a customer is worth, so can't say what may be spent to win one.
- Turning ads off drops everything to near zero, which means there is no other base.
- Reports the platform's metrics, so the picture always looks better than reality.
After reading, you can
Help a marketer spend by written rules and know when to scale or stop.
Each chapter answers one question
Chapter 1: Is the approved budget what I should spend?
How much does a customer from advertising leave me?
The ceiling on spend per customer comes from that customer's value, not from the approved budget.
Chapter 2: Who is the ad platform really optimizing for?
How far apart are the numbers in the ad dashboard and in the accounts?
The ad platform optimises for its own metric, and that metric is not your profit.
Chapter 3: Am I scaling on data, or on excitement?
Have I written down my rules for scaling up and stopping?
Rules written in advance save you from decisions made in excitement or panic.
Chapter 4: Does targeting matter more than what the ad says?
When did my ad creative last change?
In most accounts, what decides results is the ad creative, not the targeting.
Chapter 5: Are my customers mine, or rented by the month?
If I stopped spending, what would I have left after three months?
A business that stands only on advertising is renting its customers by the month.