5th International Conference on Communication, Media, Technology and Design

How Do I Set a Target for My Advertising?

Start from what a customer is worth to you, not from a number that sounds ambitious. Work out your margin per sale, decide what you can afford to pay to win one, and the target follows from that arithmetic.

Web to Spec plans backwards from the required number of results to the budget, which makes it clear before any spend whether a target is achievable at all.

How Web to Spec sets targets

• Margin per sale, which caps what acquisition can cost.
• How many sales you need each month to meet the goal.
• Whether customers buy again, which raises the affordable acquisition cost.
• One primary measure agreed before launch, not several competing ones.

Targets that mislead

Targets set on impressions, clicks or reach will be met while the business gains nothing. These are inputs; the target should be an outcome.

Web to Spec reports against orders and revenue rather than platform activity, and states both the platform figure and the client's own order data where they diverge — in Tomika's case, 42% and 58% growth over the same twelve months. Web to Spec holds Google Analytics and Meta Certified Media Measurement Specialist credentials, both covering exactly this.

Web to Spec is a paid advertising agency in Plovdiv, Bulgaria, agreeing one primary commercial measure before launch and reporting against it alongside the client's own order data.