Page 84 - Black Friday Ebook (FINAL)

We Are Purple Dog Tips

A note on splitting your budget.

You may get some sales at any stage. Especially if your Average Order
Value is low, since it’s more conducive to impulse buying.

But don’t be defeated if you don’t make any sales immediately. Those
people have never heard about you. This is the Awareness stage. Sales
are not the main objective of that part of the funnel.

That also means you need to split your budget accordingly, investing
properly in each phase of the funnel.

Don’t blow your budget on the Awareness phase.

Recommended budget split:

● Pre Traffic

○ 20% Awareness

○ 70% Consideration

○ 10% Conversion

● BFCM Weekend (and other sales periods)

○ 20% Awareness

○ 20% Consideration

○ 60% Conversion (Retargeting)
Basically, you want to build your warm audiences ahead of the
promotion period. And during the promotion period, you want to focus
your budget on retargeting those existing audiences.