What To KNOW & DO Before You Start
Thinking of spending your hard earned money on a paid advertising campaign? Don’t even think of starting until you’re equipped with the following nuggets of helpful information that will set you off on the right foot!
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[KNOW] Not all paid channels are the same
Big players in paid advertising (Google, Bing, Facebook, Yelp, etc.) are not all the same. Dramatic differences between what they offer to advertisers, and end-users (the people who will see your ads and may act upon them), create dramatic differences in results.
No matter how great an offer sounds, or how convincing a salesperson may be, always know the facts before you sign up. Here are 3 important questions to get answered about each one before you move forward:
Is there a long-term contract? Being locked into a long-term contract of more than 3 months for a paid advertising channel is not good if you’ve never done it before. Stay far away if you are required to commit for more than a reasonable period of time to discover how it works.
Do we pay per click, or per impression? Never ever ever ever pay for impressions. Always pay for clicks. When you pay for impressions you’re paying for nothing more than hope that someone will click, yet you’re not guaranteed anyone will. When you pay per click (also known as “PPC”) you are only paying for real actions taken on your ad. This means your budget is actually being used to send people to your website or landing page.
Are people actively searching for our products/services in this paid advertising channel? Or, are the ads interruptive to what the typical end user is doing while on the site? A paid advertising channel which shows your ads to people who are actively searching for a solution often achieves greater success compared to one that shows ads to end users on the website who see your ads as interruptive.
For example, search engine ads on Google are shown to people looking for an answer or a solution to their query. On the other hand, Facebook Ads are interruptive in the end-user’s newsfeed, and people do not often use or think of Facebook as a tool to find new products and services.
For this reason, search engines are often the best place to start if you’re new to paid advertising. It’s not always black and white, however, and there are many reasons to run a paid campaign on Facebook (more on that later!). Either way, the question above should be answered so you know what the environment of the paid advertising channel lends itself to.
[KNOW] What does your audience want to hear and do?
One of the biggest mistakes you can make as a new advertiser is failing to stop and think what your target audience actually wants to hear, and which actions they’re willing to take with your business online.
You may truly have the best product or service in the entire world, but when it comes to paid advertising online, you have to earn your audience’s trust. Not many of us become new customers of a business without doing our homework first, and doing a little “dating” with the company before we sign up.
Here are several considerations to work through before you begin paid advertising:
- Learn which trust indicators, testimonials & other credibility boosting factors elicit the greatest response from your target audience.
- Asking for a purchase or sign up right away is almost always too fast.
- Consider offering something helpful or free in exchange for the chance to speak with them further (whitepaper, sample, consultation)