GB Ep 12 – When To Give Up On Marketing Campaigns

Podcast: Play in new window | Download

Subscribe: Apple Podcasts | RSS

Welcome to another episode of Growth Bites. Today we’re talking about when you should give up on your marketing campaigns and when you should press ahead, no matter your budget.

• When you’re doing a new campaign like paid advertising, startups typically want do a $5,000 test and see where it takes them. Many will aim for a $100 CPA. [00:27]
• Set up some objectives or metrics you want to hit in your campaign. [01:20]
• Look to see what companies in similar industries are doing to see what’s realistic or not. [1:38]
• People at performance marketing agencies don’t typically set a budget, but just run a campaign and look for any signs of traction and either continue to put money into it or stop. [1:55]
• To really get YouTube advertising working, I spent $30,000 to $40,000. Unfortunately, things weren’t looking good at all. But I saw traction and kept optimizing. It took 2 to 3 months to make it profitable. [2:42]
• For that experience, it made no sense to stop at the 5k mark. [3:30]
• Don’t give up on your campaign too early. [4:15]
• Revisit old ideas and test it again. What you did on Facebook three or four years ago might look totally different now. [4:28]
• If you’re an early growth stage growth hacker, or Director of Marketing, you’ll need to make a big case to keep spending on your campaign and fight to keep it going. [5:08]
• Remember if you’re not measuring it, you’re not managing it. [5:33]

Selected Links from this Episode:

• The Serious Marketer’s Guide To Getting Started With YouTube Advertising

Leave some feedback:

• What should I talk about next? Please let me know on Twitter or in the comments below.
• Did you enjoy this episode? If so, leave a short review here.
• Subscribe to Growth Everywhere on iTunes.
• Get the non-iTunes RSS feed

Connect with Eric Siu:

• Growth Everywhere
• Single Grain
• Twitter @ericosiu