It’s no secret that the internet is taking over everything, and this includes marketing. There are several means of digital marketing. You could focus on Search Engine Optimization (SEO) to put yourself in front of customers looking for your services. Another avenue at your disposal is content marketing. You can harness the power of social media for your marketing, and of course, everyone knows about pay per click ads.
Pay per click ads have made a lot of companies a lot of money. But, a lot of other companies have wasted valuable marketing dollars trying to make pay per click ads work for the wrong kind of business. If you’re trying to expand your marketing efforts, you’ll need to see if pay per click advertisements are right for you.
First, Can You Handle the Customers Pay Per Click Ads Might Bring You?
Every business wants more customers, but the fact is, those extra customers won’t do you any good if you’re not ready for them. If you’ve been suffering from slowed sales, you already know you can handle the increase. However, if your sales team already struggles on follow ups with prospects, or you don’t have the resources to increase production, it may not be a good time to pursue pay per click ads. Too many customers sounds like a problem we all want, but the fact is, it can hurt your image, which will end up hurting your sales long term.
Consider Who You’re Targeting with Pay Per Click Ads
Who you’re targeting plays the biggest role as to whether pay per click ads will work for you. If you’re going to maximize your click-through rate, you need to know your audience. The more targeted you can make your ads, the more likely you are to see a return. For example, if you’re a local business looking for local customers, you can use geotargeting to get the right people.
On the other hand, if you’re more interested in a broader campaign to build brand recognition, pay per click ads may not be the way you want to go. Other options, like cost per impression campaigns may be better for you.
And of course, when you’re considering your market, you’ll need to factor in customer value. Your ad clicks have to be worth the cost. For example, if you’re paying $2 per click for a product that only costs $3, then you’re not going to make money off your pay per click ads.
Think About Budget
Pay per click ads can be great because you don’t have to make a huge commitment to try them out. However, you’ll still need to define a budget, and there are things besides the ads you’ll need to account for. The landscape of pay per click ads is constantly changing. If you don’t want to keep up with those changes yourself, you’ll have a firm to do it for you. You’ll have to keep these costs in mind, and balance them with the cost of keywords in your industry. Some industries have extremely expensive keywords, and you want to avoid bidding wars.
Pay Per Click Ads Aren’t the End
Chances are, if you want to maximize your marketing efforts online, you’re going to need to branch into all the aspects of digital marketing. If you have high organic search rankings alongside your pay per click ads, it will add legitimacy. With a quality content marketing campaign, people may already know your name. If you’re looking for a digital marketing firm that’s strong in all the areas, call Nimbus Marketing at (310) 486-1154. You can also visit the website to see how Nimbus Marketing can help you rise the to the top.
You can’t deny it. Facebook is one of the most powerful online marketing tools in your digital arsenal. You can use Facebook’s copious data options to target exactly the customers you want. However, as you’ll hear from any online marketing company, missing the mark on your Facebook ads can result in a lot of missed revenue.
Because Facebook is so important, you can’t afford to avoid Facebook ads. So, you’ll need to learn and practice the art of creating motivating Facebook ads, or hire an online marketing company that can do it for you.
You might be worried about avoiding the common pitfalls of first-time Facebook Ad campaigns. By the end of this article, you’ll be able to dodge common mistakes many Facebook Advertisers make.
Know Your Target Audience
Even if you write the perfect copy, and design your ad with perfect placement, it doesn’t matter if it doesn’t get shown where you need it. The first thing you need to do is dial in your audience.
Start by researching the demographics of the customers you already have. Look at your customer’s ages, genders, where they live, their jobs, the products they purchased, as well as their education levels and look for patterns. The more you know about the people that buy from you, the easier it is to find more of them. A talented online marketing company can help you go through all this data to find the right targets.
Once you’ve figured out who your target audience is, you want to learn what makes them tick. Tools like Facebook Audience Insights are the best way to do this. Once you’ve learned the ins and outs of your target audience, you can create ads that will feel personal.
Make Sure Your Ad Matches Your Audience
When you’re making your ad, you want to make sure it speaks to people based on how familiar they are with your brand. There are three levels of prospects:
- People who have never heard of you. These people haven’t visited your website or landing pages yet.
- People who know who you are, but aren’t sure what you do, or why they want your product
- People who have bought from you already, or are already in your conversion funnel.
Each of these prospect levels needs an ad targeted to match them. If a person from level one sees an ad designed for someone from level 3, it won’t be nearly as effective. An easy way to make sure you’re matching your audience is to check the Relevance Score for your Facebook ads.
Don’t Target Too Broad an Audience
You might be tempted to cast as wide a net as possible with your ads, but this isn’t the best way for you to use your advertising dollars. If you’re reaching too many people, you may run out of budget before you reach the people that are more likely to buy from you. As a rule, think “Are there truly that many people potentially interested in my product?” If you answer with no, scale down your ad’s reach.
Don’t “Set it and Forget it”
You need to monitor your Facebook ads and tweak them over time to make sure they’re always performing the way you want. If you just set them and forget them, you’re sure to waste money, or leave money on the table.
Managing multiple PPC campaigns across different advertising platforms can be time consuming, and expensive to dial in. Many companies prefer to hire an online marketing company to manage these campaigns for them. Nimbus Marketing has conducted the research and can effectively managed many of these campaigns with an experienced team of online marketers to tackle any challenges that might come their way. Call (310) 486-1154, or schedule your free consultation today.