1. Define the good budget publicitaire
The question the more frequente en advertising digitale is also the more delicate : how much invest ? The reponse depend of your sector, of your marges, of your objectives and your maturite digitale. Il n'existe not of montant universel, but there are a method for the calculer.
Partez of your objective commercial. Si you want to generate 20 leads per month and that your cout par lead target is of 30 euros, your budget mensuel minimal is of 600 euros. Add 20 a 30 % for the phase d'apprentissage and the tests, soit approximately 750 a 800 euros per month.
The budget minimum viable
On Google Ads, prevoyez a minimum of 500 euros per month for obtain data suffisantes. On Meta Ads, the minimum recommande is of 300 euros per month. En dessous of these seuils, the algorithms n'ont not enough of data for optimize effectively and you risquez of tirer conclusions erronees on the performance of your campagnes.
2. Repartir your budget between the canaux
The repartition optimale depend of your activity and your positionnement in the purchase journey of your clients.
Google Ads : capter the demande existante
Investissez en priority on Google Ads Search if your prospects recherchent activement your type of service. It is the canal that offers the best ROI immediate car you captez a intention d'purchase deja form. Allouez 50 a 60 % of your budget Ads a this canal if your activity repond a recherches explicites.
Meta Ads : create the demande
Meta Ads is ideal for create of the notoriete, toucher audiences that ne you connaissent not still and nourrir your funnel conversion rate. Allouez 30 a 40 % of your budget if your offers requires of the education or if your target is facilement identifiable par ses centres d'interet.
The retargeting : convert the indecis
Reservez 10 a 20 % of your budget total to the retargeting (sur Google and Meta). Ce budget is generally the more rentable car he target people that have deja montre of the interet for your offre.
Optimize each euro of your budget publicitaire
Discover our Ads service arrow_forward3. Techniques d'optimisation of the budget
The optimisation budgetaire is a processus continu that rests on the analyse data and the experimentation methodique.
The method 70-20-10
Allouez 70 % of your budget to the campagnes proven and rentables, 20 % a the optimisation and to the tests d'amelioration of these campagnes, and 10 % a the experimentation pure (nouveaux canaux, new audiences, new formats). This repartition guarantees the stabilite all en permettant the innovation.
The optimisation par dayparting
Analyze the performance of your campagnes per day of the week and par heure. You discoverez probably that some creneaux convertissent well better that d'autres. Augmentez the encheres during the creneaux performants and reduisez-les during the creneaux less effectives. This technical can improve your CPA of 15 a 25 %.
The optimisation geographique
Si you targetz several zones geographiques, analyze the performance par region. Concentrez your budget on the zones that convertissent the better and ajustez the encheres en consequence. A ville can avoir a CPA two fois inferieur a a other for the same service.
4. The erreurs that gaspillent your budget
Certaines erreurs courantes can faire fondre your budget without generate of results tangibles.
Ne not track the conversions : Without tracking, you ne savez not quelles campagnes are rentables. You optimize a the aveugle and gaspillez inevitablement of the budget on canaux non performants.
Disperser the budget : It is better to excel on a or two canaux that d'be mediocre on five. Concentrez your resources on the canaux or you avez the best performance before d'en ajouter of nouveaux.
Arreter too tot : The campagnes have need of time for s'optimize. The algorithme of Meta requires approximately 50 conversions par week for sortir of the phase d'apprentissage. Arreter a campagne apres tkings jours parce that it "ne fonctionne pas" is premature.
5. Scaler your campagnes rentables
A fois that you avez identifie campagnes rentables, the objective is of the scaler (increase the budget) all en now the ROI.
The rule 20 % : N'augmentez never the budget d'une campagne of more of 20 % d'un coup. The augmentations brutales desbalancent the algorithme andgradent temporairement the performance. Augmentez gradually, all the tkings a five jours.
Diversifiez the creatives : En scalant, you epuisez more quickly your audiences. Contrebalancez en produisant regularly of new creatives for maintain the fraicheur of your annonces and eviter the fatigue publicitaire.
The budget ideal n'est not the more eleve, it is celui that generated the best return on investment. Start modestement, measure, optimize, then scalez this that fonctionne.