It’s 2017. It’s about time you acted like it.
It’s amazing to me how many small businesses are still putting their advertising dollars in areas that are no longer effective.
There was a time when putting an ad in a local magazine was a good investment, but that time has passed.
Let’s say you own a local makeup business and you put an ad in a magazine that is laid out in hair and makeup salons in your city. What do you think will happen when people sit down around the magazine tables?
You guessed it. They will be looking at their phones. I would bet those magazines hardly even get picked up. The people who invested in the print ads are wasting their money while the people investing in digital advertising are gobbling up the attention of their target customer.
Most people are still intimidated by Facebook ads, Google ads, Instagram ads and everything in between. That’s okay. I am here to be of service to you and I will make the best of your advertising dollars.
Together, we can create an advertising campaign that grows your business and brings in a positive return.
Facebook Ads that Target Your Perfect Customer
Facebook knows everything about you. They know what you like to eat, the stores you frequent, the hobbies you have and the websites you visit. This data is very valuable and it is the main reason why Facebook has created the most valuable advertising platform in history.
No longer are we making judgement calls on advertising. We can build ads that are only shown to the exact people who show potential to buy your product.
What is it that goes into a good Facebook advertising strategy?
Understanding Your Target Customer – Doing our research and understanding the type of person we want to target is the most important step. We don’t want to spend a single dollar until we know what our strategy is. This includes…
- Where does your target customer live? Are they in cities? Are they in the suburbs? Let’s find out.
- What are their interests and hobbies. What is your target customer interested in?
- Are they a man or a woman?
- How old are they?
Again, Facebook has all of this data and with their advertising platform, we can create ads that target these demographics very accurately. Believe it or not, we can dive even deeper. The point is that we want to know what we are doing before we do it.
Dripping Out Your Ad Spend for Best Possible Results – Another common mistake I see is that people get very excited when they start out. Patience is key. I am a big advocate of testing, testing and more testing. It is best to take the time to experiment with some ads to find out what gets the best response and then make adjustments based on data.
Over time, we want to continue to optimize your ad campaign until we hit the “sweet spot” that is yielding the best possible return on your advertising dollars.
Usually, people invest large chunks of money into Facebook without testing. They immediately conclude that “Facebook ads don’t work” because they never took the time to learn about their target audience. After that they pull out their money and never return again.
This is a mistake. We need to do this slowly and methodically. That is how you win big with Facebook ads.
Google Pay Per Click That Promises Valuable Traffic
In many ways, Google is a better advertising platform than Facebook. Facebook (and Instagram) are all the rage right now, but Google continues to hold many value propositions that Facebook will never be able to compete with. Here’s why…
Advertising Based on Intent Rather than Interests – Although Facebook can target a customer on their interests, Google ads are driven by intent. You are not “promoting” your business in front of people but rather your target customer is actively searching for answers to their problems and you pay to be the website they click on.
Do you see the difference?
It can be much more valuable to be in front of people that are actively looking for your products or services. Google ads bring many different options.
- Display advertising that puts visual ads on other websites
- Contextual ads that are displayed on the Google search results pages that are based on what the user searched for.
- Google product and image ads
There are options that cover the entire spectrum.
Sending Traffic to the Perfect Landing Page for Optimal Conversion – Getting paid traffic is easy. Converting on that traffic is a separate matter.
When we create an advertising campaign we also need to make sure we are sending that traffic to the right landing page. The landing page will determine whether that traffic actually converts into a sale or just goes on to the next option.
Designing landing pages is very important for any ad campaign, but especially so for Google ads.
The reason is because you know exactly what the user searched for, so you want to send that traffic to a page that is completely relevant with their search phrase. If you went to Google and search “Plumber in St. Louis” and you clicked on an ad that brought you to a page that specifically said “find the best plumber is St. Louis for the right price,” wouldn’t you expect that to convert into a phone call?
Of course it would. Together we will design the perfect landing pages to convert your advertising dollars into a return on your investment.
Analyze, Measure and Optimize
Last but not least, it is mandatory that we have a monthly conversation to go over the results and the analytics behind our advertising campaign. This will not always be smooth sailing and sometimes we may need to make adjustments. But with communication, honestly and flexibility we can always stay ahead of any changes that occur. It is very rare that we find the “perfect ad campaign” that produces over a long period of time. So we need to make adjustments.
I will send you monthly reports and together we can create a plan of action that will continue to produce fruits of our labor and grow your business. If you aren’t convinced of the power of digital advertising, you can always go back to buying magazine ads and billboard.
Let me know how it works out for you.