procedure

Set an awareness budget from your market size

Your market and how often it should see you set the budget, so count the market first.

An awareness budget starts from your market rather than from a number you picked. Count the companies that could buy from you, multiply by the people who take part in each purchase, and decide how often that market should see you: 3, 5 or 12 times a week. AdBuyMCP prices that from one published rate, £100 a month for every 1,000 people in your market, for each time a week, all-in and before VAT, so a market of 12,000 people at 5 times a week costs £6,000 a month. Plans are priced on a market of at least 10,000 people, so all four channels get enough to run.
steps
6
things needed first
3
roughlyAbout twenty minutes
Get my plan and price Book a 30-minute call with the founder

Free, with no card. We read your homepage, draft who buys from you and show your monthly price before you create an account. Nothing is bought until you've approved the plan and the ads.

what you need

You need these before you start

  • A rough description of the companies that buy from you: sector, size and where they are
  • A sense of who takes part in a purchase: the person who finds you, the person who signs, and anyone who can say no
  • What you spend now on search, LinkedIn and outbound, so awareness sits beside it

the procedure

The procedure has six steps

Every step comes with a note on what commonly goes wrong there.

  1. step 01

    List the companies that could buy from you

    Start from the customers you already have and describe them: sector, size and where they are. Then count every company in the UK that fits that description, whether or not it has heard of you.

    what goes wrong here

    Counting only the companies in your pipeline describes the few who are already looking, and the market comes out too small.

  2. step 02

    Count the people in each buying team

    Multiply by the number of people who take part in each purchase: the person who finds you, whoever signs the budget, the people who will use the product and anyone who can block it. AdBuyMCP's onboarding starts at 4 people per company, and you can change it.

    what goes wrong here

    Counting a company's whole headcount instead of the people who decide inflates the market, and the price with it.

  3. step 03

    Multiply the two to get your market

    Companies times people per buying team is your market, counted in people. Take the calculator's example, UK finance teams at 3,000 mid-sized companies: with 4 people in each buying team, that is a market of 12,000 people.

    what goes wrong here

    A market smaller than 10,000 people is priced as a market of 10,000, so all four channels get enough to run, and one larger than 250,000 is priced on a call with the founder rather than by the calculator.

  4. step 04

    Choose how often your market should see you

    Pick 3, 5 or 12 times a week. 3 times a week is good for staying in view between your market's buying cycles. 5 times a week is good for a market you are actively trying to win this year. 12 times a week is good for a launch or a raise, when you want your market to see you most often.

    what goes wrong here

    Reading the number as a guarantee is the mistake. Frequency is planned: each week we buy enough ads aimed at your market for it to see you that many times on average. Some of every channel's audience sits outside your market, and the weekly report shows what each channel delivered against the plan.

  5. step 05

    Read the monthly price

    The price is £100 a month for every 1,000 people in your market, for each time a week. For the example market that is £3,600, £6,000 and £14,400 a month at 3, 5 and 12 times a week. All-in: the media, the ads we make for each channel from your website, the planning, buying and balancing across the four channels, and your weekly report, with no fee on top. Prices are shown before VAT.

    what goes wrong here

    Setting aside a separate budget for the ads is the mistake: the price includes the ads AdBuyMCP makes for each channel from your website, and you approve every ad before it runs.

  6. step 06

    Approve the plan and the ads

    AdBuyMCP balances your monthly price across out-of-home, streaming TV, podcasts and ChatGPT ads for your market. You approve the plan, the ads and the start date, and nothing is bought until you do.

    what goes wrong here

    Moving your search, LinkedIn or outbound budget into awareness leaves the buyers who are looking now without you. Run the two side by side.

what you end up with

A market size you can defend, a frequency that suits where your company is, and a monthly price you can set beside what you spend on search and outbound.

Most B2B buyers have vendors in mind before they search

other procedures

You might need these procedures next

Talk your market and your plan through with James Rooney, who built AdBuyMCP and wrote its code.

Book a 30-minute call with the founder

These questions come up when you set an awareness budget from your market size

How do I size my market if I sell to more than one kind of company?

Count each kind separately, with its own number of people per buying team, and add the results. A plan is priced on the total.