Paid marketing allows marketers to apprehend the wants, needs, and desires of their potential customers in a more targeted way.
It allows you to understand the attention of your audience and serve ads to them that are highly related.
In this article we will discuss four key pillars to make the most out of your paid marketing:
- Target audience
Those are the people that you want to reach or your ideal customer. It is based on the platform you are using. Each has different approaches to targeting people. You can be very specific about who you want to target.
For instance, On Google, you target based on a person’s search. You can add audience targeting to ad groups and reach people based on their geographic area, interests and habits. It can also be based on what they’re actively researching, or how they have interacted with your business.
On Facebook, You can also target your ads based on age, geography, and more. But it’s mainly based on interests and hobbies of the people you want your ad to reach. Regardless of the platform, you can adjust your target audience to be as broad or very specific.
With both Google and Facebook, you can target a specific audience if they’ve visited your site, selected a product, but didn’t complete the purchase. There are other websites for more specific audiences, such as Twitter, and LinkedIn. And others for younger audiences such as Snapchat and TikTok.
Make sure you choose the platform where your audience spends time.
- Creative
Creative is all about what your ad looks like. It can be text, images, and even video.
Text advertising is the simplest way of advertising and it’s very effective. An example is Google search ads where keywords are used to target them. To effectively reach potential customers, your text ads should be specific, clear, relevant, and attractive.
So how to write successful text ads?
- Highlight your unique competitive offers about your products and services: Free shipping? Amazing variety
- Mention prices, promotions: People like to know the information that helps them decide. So make sure you add prices, discounts, and promotions about your exclusive product and services.
- Encourage customers to take action: Calls to action are a great way to make people take action like, order, buy now, call today, sign up, or get a quote.
- Encourage customers to take action: Calls to action are a great way to make people take action, like order, buy now, call today, sign up, or get a quote
- Include at least one of your keywords: make sure your ad contains relevant keywords to your ad. For example, if you’ve included running shoes as a keyword, your ad headline could be “Buy running shoes.”
Make sure you include your location and phone number with location extensions and call extensions.
Image advertising on the other hand is an ad consisting of an image that you provide featuring information about your business, services, or products. It can be on Google Ads Display Network, Facebook Ads, Linkedin …etc.
How to be creative when creating image ads?
Since it’s an image-based ad. Your image should have a wow effect to attract visitors. It should capture your product in the best way possible. Depending on your audience, this is where you can get creative. You can use tools such as Tailor Brands to add extra motion.
Lifestyle photos are ideal for your advertisements. It demonstrates how your products appear in the real world. Using people and environment to tell a story about your brand. It helps you boost trust in your brand. These lifestyle images are great for Facebook and Instagram because they blend in with other images people upload.
- Budget:
This is the amount of money you intend to spend. You don’t need a lot of money to get your ads online.
Facebook, Google Ads, and Microsoft Ads, etc…allow you to set flexible budgets. You can test your ads for as low as $5. In most instances, it’s pay-per-click. As a result, you are only charged when someone views your website.
You can test different ads on the same audience and test the same ads on different audiences. These types of tests tell you what works, and how to spend your money more wisely.
A tip to remember, Launch your ads with low or your intended budget for at least two weeks to allow the ad to be optimized.
This will allow you to have an idea about whether an ad is worth maintaining, increasing your investment in, or scaling.
- Landing page:
When visitors click on your ad, they expect to get into a fast, clean, and easy-to-navigate landing page. That’s why this experience is taken into consideration for ad quality evaluation. To bring value to your future customer when he clicks on your ad, set a landing page that has quality content from your business.
Your landing page must be relevant to the ads linked to it, to increase your ad quality and have the best search position. Remember that you’re paying for a click and you have an opportunity to show what you can offer. Your landing page should provide relevant details about what you offer. Avoid asking for user’s information without explaining which benefits they will get.
Your Landing page should be mobile-friendly, compatible with any device, so it can be viewed on any screen size. By creating a mobile-responsive landing page, you are improving your ads’ performance.
Finally, ensure that your landing page is fast-loading. Reducing your landing page’s loading time especially on mobile, can highly affect have your conversion rates. You can lose a lot of potential clients if your pages take more than 3 seconds to load on a mobile device.
Make sure you follow these four components when you create your ad.
