What’s the first thing you should do, as a winery, if you want to create a successful paid (online) ad campaign?
Set a specific campaign objective or goal and define the KPI’s (the measurable values) that you need to track in order to reach that goal successfully.
Tip: ‘Sell more wine’ isn’t a specific goal.
How many ecommerce orders are you currently processing per month? Maybe you’d like to increase these orders by x% a month. That % increase is a specific objective.
Now, how much are you willing to spend for each new sale/customer (hint: you’ll want to know what your average online/ecommerce order value is as well as your average customer lifetime value)? What cost is too high?
Take the $ amount you believe is reasonable to spend per new customer or sale acquired and use this as one of the key KPI’s when tracking the overall success of your campaign.
If you are acquiring sales and customers at your target cost or lower, you are on track to successfully reach your key goal of increasing monthly sales by x%, with online ad campaigns, in a profitable way.