Paid online advertising campaigns, like Google’s PPC Advertising (AdWords), Facebook Ads and blog sponsoring, are expenses that require additional money to be spent to achieve your specific marketing goals. But though they take your money away, they can also save your time and effort, and help your business increase productivity and profitability if done right.
Because paid online advertising can be more cost-efficient than most traditional advertising (i.e., billboards, TV commercials and print ads), many small business owners implement it to win their competition, attract more customers, and grow their sales. However, not all online ads are created equal. A paid online ad can be a success or a piece of failure.
To avoid wasting your precious time, effort and money, here are 7 quick tips to making your paid online advertising pay off.
1. Make a strategic plan with clear goals, steps and timing.
Firstly, don’t get too excited and jump into paid online advertising just because you have the money to pay and you found it exciting. Before putting your money and online ads into action, make sure that your ads are created with a SMART goal, clear steps and perfect timing. Remember that online advertising is more than just a game. The life of your business depends on it.
2. Segment and target your market.
Your ads should hit the bull’s-eye. They should reach your target market or audience. To achieve this, segment your market according to your customers’ demographics (i.e., age, gender, interest and location). Moreover, segment your market according to how, when and why they interact with your ads. You can also use long-tail keywords in your titles or headlines so that your ads will have a specific appeal to your target audience.
3. Create a unique landing page.
Driving people to your homepage is not an efficient form of marketing. Directing them to a specific page, where your clear advertising messages and other information (like product details, price, contact information and guarantee) is a more effective and efficient marketing tactic. If you want your paid ads to pay off, guide your acquired traffic or visitors to the page where they are most likely to make a buying decision.
4. Produce high-quality products.
You’re paying for ads to convince customers to buy your products. Apparently, if the products or services you’re selling aren’t appealing and satisfying, your ads might only earn brand awareness but not paying customers. That brand awareness could also turn to be a negative one if you leave your customers unhappy and unsatisfied with your products. Common sense tells that if you want your paid ads to pay off, pay high value to your customers.
5. Craft awesome content.
Don’t just rely on your paid advertising strategy to acquire customers. You have to combine it with an effective content marketing strategy. Create highly useful and interesting content to relay your marketing messages and stories well. Awesome contents do not only make your paid ads clickable but also viral and shareable on social media. If you want your paid advertising to pay off, pay extra value to your customers by sharing them awesome content, such as useful guides, in-depth articles, interesting videos and informational infographics.
6. Do conversation and relationship marketing.
Highly targeted ads will reach your target market. An effective landing page will guide your customers to your products. High-quality products will entice your customers to buy. Content marketing will tell your customers wonderful stories. However, reaching, connecting, selling and story telling to customers are not enough. You must also listen to your customers and build good relationships with them.
Your paid or promoted posts on Facebook, LinkedIn, Twitter and other social networks will earn engagements, like comments and shares. Now, learn how to reply those comments and thank the people who share your posts.
7. Experiment, track, maximize your metrics and adjust your ads for better conversion.
Know when to stop and when to continue your paid advertising campaigns. To do this, you have to do experiments and split testing (A/B testing) to learn what certain ads are working best or least for your business. Tracking and documenting your tests and experiments can give you valuable information that will help you ensure that your paid ads are giving you the value for your money.
There are several testing tools that you can use for your business. Online advertising services, like Google AdWords (integrated with Google Analytics) and Facebook Advertising (integrated with Facebook Insights) also let you create a variety of ad sets, create goals, generate insights, and analyze their performances so that you can identify which among your ads are working and which are not.
Paid online advertising can be a useful service that business owners can utilize to achieve their marketing goals and grow their business more efficiently. It can be an expense, but if applied properly, it can contribute to the generation of revenues and profit for anyone’s business. Moreover, unlike traditional paid advertising, online paid advertising generates intelligent data (e.g., customer demographics, customer behavior, timing and ad performance) that can be analyzed and utilized by advertisers to make their ads perform better.
For small business owners, paid online advertising offers an opportunity to be more competitive and meet their marketing objectives in a more affordable yet effective and scalable way. It can also be integrated with other online and organic marketing strategies, such as content marketing, conversation marketing, viral marketing and relationship marketing, to produce a more holistic and long-lasting result.
So does your paid advertising convert into customers? And if there’s conversion, how much is your cost per lead or cost of customer acquisition? Feel free to share with us your strategies and tactics used in ensuring that your paid advertising pay off.