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Listen "Let's Talk Ad Budgets"
Episode Synopsis
Ad budgets can be hard, we've all felt it
So here is our advice on how to understand and optimise your ad budgets:
The Plateau Reality:
Most accounts reach a performance plateau around 6 months
This is normal and expected due to market dynamics
Represents the maximum return from current budget level
Often mistaken for poor performance or lack of optimisation
Key Factors Creating the Plateau:
Online auction dynamics
Market competition
Cost per click limitations
Geographic targeting restrictions
Available search volume
Four Strategic Options When You Hit the Plateau:
Increase Budget:
Most straightforward solution
Maintain same ROI at higher volume
Requires available capital
Must ensure margins support increased spend
Refine & Focus:
Tighten geographic targeting
Focus on best-performing products/services
Concentrate budget on highest-converting campaigns
Optimise for specific high-value segments
Maintain & Diversify:
Accept current paid media performance
Invest in other marketing channels:
Email marketing
Social media
Content marketing
SEO
Pursue Marginal Gains:
Make incremental optimisations
Stay current with platform changes
Analyse new search terms
Test new features and capabilities
The Four Pillars of Digital Traffic:
Paid (Advertising)
Owned (Direct/Return visitors)
Earned (SEO/Organic)
Nurtured (Email/Social)
Remember: The key is recognising when you've hit your plateau and then making strategic decisions about which path forward best suits your business goals and resources.
***
Grow with Evergreen podcast:
👉 https://shorturl.at/X1WJ4
T.E.A Talks:
👉 https://shorturl.at/oxIXm
Evergreen Uncut:
👉 https://shorturl.at/oxIXm
**
You can discover more about Evergreen here:
✅ Website: https://theevergreenagency.co.uk/
✅ LinkedIn: https://www.linkedin.com/company/theevergreenagency/
✅ YouTube: https://www.youtube.com/@theevergreenagency/
✅ Instagram: https://www.instagram.com/theevergreenagency/
✅ TikTok: https://www.tiktok.com/@theevergreenagency/
So here is our advice on how to understand and optimise your ad budgets:
The Plateau Reality:
Most accounts reach a performance plateau around 6 months
This is normal and expected due to market dynamics
Represents the maximum return from current budget level
Often mistaken for poor performance or lack of optimisation
Key Factors Creating the Plateau:
Online auction dynamics
Market competition
Cost per click limitations
Geographic targeting restrictions
Available search volume
Four Strategic Options When You Hit the Plateau:
Increase Budget:
Most straightforward solution
Maintain same ROI at higher volume
Requires available capital
Must ensure margins support increased spend
Refine & Focus:
Tighten geographic targeting
Focus on best-performing products/services
Concentrate budget on highest-converting campaigns
Optimise for specific high-value segments
Maintain & Diversify:
Accept current paid media performance
Invest in other marketing channels:
Email marketing
Social media
Content marketing
SEO
Pursue Marginal Gains:
Make incremental optimisations
Stay current with platform changes
Analyse new search terms
Test new features and capabilities
The Four Pillars of Digital Traffic:
Paid (Advertising)
Owned (Direct/Return visitors)
Earned (SEO/Organic)
Nurtured (Email/Social)
Remember: The key is recognising when you've hit your plateau and then making strategic decisions about which path forward best suits your business goals and resources.
***
Grow with Evergreen podcast:
👉 https://shorturl.at/X1WJ4
T.E.A Talks:
👉 https://shorturl.at/oxIXm
Evergreen Uncut:
👉 https://shorturl.at/oxIXm
**
You can discover more about Evergreen here:
✅ Website: https://theevergreenagency.co.uk/
✅ LinkedIn: https://www.linkedin.com/company/theevergreenagency/
✅ YouTube: https://www.youtube.com/@theevergreenagency/
✅ Instagram: https://www.instagram.com/theevergreenagency/
✅ TikTok: https://www.tiktok.com/@theevergreenagency/
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