Online advertising is an essential part of running your business online, but it can also be expensive and inefficient if you don’t know what you’re doing. By having a plan in place for your paid ads campaigns, you’ll be able to get the most of your marketing budget. Whether using PPC ads or running promotions through Facebook, using a solid strategy will make every dollar worth it.
Try These Paid Ad Strategies
If you’re running an SMB, paid ads can be an excellent way to boost your reach and increase your leads. Read on for five strategies that will help improve your ROI from paid ads and help grow your business.
1. Use a Campaign-Specific Landing Page
Creating a campaign-specific landing page is a good idea if you’re using Facebook ads to drive sales. This is a separate page that potential leads connect to after clicking through your ads. With a specific page for each campaign, you can drive targeted traffic to specific offers, resulting in a higher lead conversion rate.
In designing the landing page, don’t try to do too much. Give users what they need without overwhelming them with more information, so they take the desired action without losing interest.
2. Understand Pay Per Click Advertising
When setting up your marketing strategy for pay-per-click (PPC) advertising, you have three main ad-targeting options: cost per click (CPC), cost per thousand impressions (CPM), and cost per action (CPA). CPC ads are mainly on platforms like Google AdWords, where you only pay when someone clicks on your ad.
The ideal scenario for CPC ads is that users click through them to ultimately buy a product or service from you or fill out a form added to your mailing list. If no one clicks on your ads, Google won’t charge you anything. CPM and CPA advertising work similarly: You’ll only pay each time someone sees an ad or performs an action requested in it, respectively.
3. Include Long-Tail Keywords
As you refine your paid advertising strategy, be sure to choose long-tail keywords to attract customers that are already looking to make a purchase. While you likely use keywords in your content and copy already, they may not be as effective as you hope, especially if they are on the shorter side. Search engines can’t always decipher short, basic keywords. If you want to make sure search engines find your website, use long-tail keywords that will help increase your search engine rankings.
Experts from Adquench Fundamental Marketing share that long-tail keywords are more specific than basic, general terms like “coffee near me” or “cheap hair salon.” With longer, more specific keywords, you’ll receive more traffic from potential sales. After performing adequate keyword research, you’ll soon enjoy the results and conversion power that long-tail keywords offer.
4. Set Up Conversion Tracking
Conversion tracking is another essential part of any paid advertising campaign. With conversion tracking, you can measure how many users interact with your ads after they’ve clicked on them. You can then use this data to refine your campaigns and better understand what aspects are working, which ones aren’t, and how to improve.
Setting up conversion tracking is fairly straightforward. First, install a code snippet (called a tag) onto your website or landing page where you want to track conversions.
5. Perform Ad Retargeting
Ad retargeting is an often-underutilized part of campaigns that will improve the success of your paid ads. Retargeting makes it easier to convert customers who have already visited your site. If someone comes to your site and then leaves without converting, retargeting helps to track them. When they visit other sites, they’ll see your ads pop up, reminding them of their interest in what you offer and increasing the chances of conversion next time around.
Paid ads are an effective way to take your marketing campaign to the next level. While they can be challenging to figure out initially, you’ll be able to convert leads and win customers faster than ever before with a bit more direction. Keep these five strategies in mind as you work to refine your paid advertising campaigns.