Start Driving Traffic to Your Website with Advertising
A big misconception among small business owners is that they expect that if they build a great website, the money will start flowing in immediately. It's not the case. Unless your Kevin Costner from Field of Dreams, if you build it, they won't come.
Social media will help. But you need to do more. Advertising is key. You need to figure out how much money you're willing to spend to acquire a customer on your website. Once you know that number, you then create an advertising budget.
Facebook, Google, Twitter, and other third-party publishers offer advertising packages to small business owners. Once you have your advertising budget, you can set up a campaign on Google. I recommend starting there because it reaches the broadest audience. If it does well, keep doing it. Try to improve it by looking at your analytics and improving your ads. If it doesn't do well, try to do the same thing a few more times. If it still doesn't do well, move on to Facebook and try the same thing there. Sometimes having a different audience will help you dramatically improve your conversion rates.
I've outlined the step-by-step directions on how to Advertise on Google below, but if you don't want to do it yourself, I'll hep. Give me a call: 917-231-4369 or contact me.
How Do I Advertise on Google?
Establishing highly ranking Google ads is one of the most important aspects of marketing for online businesses. Since practically everyone in the world with access to Internet uses Google, it’s definitely wise to use it as an advertising platform. There are several actionable steps you can take to effectively target and advertise on Google. Ensure your online business gets enough ad attention and engagement by following these steps:
Step 1: Getting Set Up
The first step in advertising on Google is to go to Google Adwords and make an account. Signing up for an account is totally free, and comes with free usage of keyword research tool and more. It will cost you money only once you start advertising.
Step 2: Determine Your Goals
What do you want to advertise on Google? What is the end goal you want from your ads? It could be to gain a bigger following, establish your website, or increase engagement and sales. Knowing your exact goal is the biggest part of achieving it.
Step 3: Determine Your Keywords
Google is all about keywords, which when typed in by a user, will bring up the closest possible results. If you want to advertise your business’s product or service, you need to determine what keywords you should use. It is best to think as if you were the potential client or customer. What would you search for, and how can you make your keywords reflect that? It is recommended to start off general and then get more specific, tailoring your keywords to what you want to advertise on Google.
Step 4: Determine Your Budget
After determining your objective and your keywords, it’s time to define the amount of money you’re going to spend to achieve your goal and reach out to your target audience. You do this by setting your default bid (the amount you want to pay per click on one of your ads) and your maximum daily budget. Since every business and market is different, you may want to research average conversion rates from Google paid advertising by each industry.
Step 5: Write Your Ads
A very important part of advertising, this is what will show up to the user when they type in your keywords. First, in the headline, you must be able to grab the searcher’s attention, which can be done by carefully selecting your words, and making it as clear as possible. The description should spark their interest. Make them believe that they need your product or service. This can be expressed in the form of descriptive adjectives or call-to-action phrases.
Step 6: Make Your Campaign LIVE
Once you have turned your ad on, it is recommended to let them run for a week or so. Observation is key in this time. After, you will be able to Google and see what pops up first with certain keywords, so you can then calibrate your own ads accordingly. It’s more of an A/B testing, which can benefit you in more ways than one, as long as you continually observe and determine what keywords are best for your business.
How Do I Advertise on Twitter
Facebook might be the social networking site to go when it comes to maximizing the number of people who gets to see your ads, but when it comes to displaying quick and relevant ads, Twitter is the one you should be looking at.
Right when Facebook is at its peak, Twitter came with unprecedented fanfare from users all over the world. Microblogging exploded and now we’re looking at real-time news headlines, information, and promos in a heartbeat. In case you’re late to the game, Twitter’s revolutionary hashtag search mechanism, an innovative feature that other social networking giants like Facebook and Instagram adopted, allows users to track posts and sentiments regarding certain events and topics.
So, How Do I Advertise On Twitter?
With the real-time ad action offered by Twitter, it’s easy to see why this microblogging site is a prime avenue for effective ad targeting. Make sure you’re getting the proper ad attention and engagement on Twitter by following these simple steps:
First you have to have a Twitter account before you could display your ads. Make sure your Twitter username is the same as your brand or business name, or at least relevant. Make sure the profile photo and the header are relevant and are of high-definition quality. Twitter content should meet its 140-character limit and strive to make it ‘re-tweetable’: interesting, relevant, and concise. Hashtags should be used in moderation and should highlight or amplify your content. Hashtag spamming is tacky and may drive away potential followers at best.
After all of these are properly set up, it’s time to head for Twitter’s Ad page.
Campaign Objective. Just like Facebook, Twitter Ads start by determining a campaign objective. It could be to gain more followers, getting users to visit your site, or increase content engagement.
Campaign Schedule. Next is setting the campaign dates. This is where you name your Twitter ad campaign and determine precisely when your campaign should start. There are two options, start the campaign immediately or set start and end dates. In case you chose the latter, you set the date and the time when the campaign will start and end.
Campaign Target. After setting the schedule of your Twitter Ad campaign, it’s time to determine the target of your ads. This is where Twitter outplays Facebook as the former offers far more surgical methods at reaching your target market or niche audience: Twitter’s ad targeting system includes gender, location, language, device, followed users, interests, and even the number of dogs your audiences have.
Campaign Budget. Twitter’s ad campaign budget requires you to set a daily campaign budget while total budget is optional. The Show Advanced Options button reveals choices on your ad’s pricing. Usually, target bid and maximum bid are the recommended pricing option as it’s more reliable in the long run.
Campaign Ad. Coming in last is the campaign ad itself. You will create Twitter content or ‘Tweets’ for your business or brand. Don’t forget to keep it interesting, relevant, and short. Include key call-to-action words like ‘Follow Us’ or ‘Retweet This’ to maximize the effect of the tweet. As much as possible, refrain from posting images and links as it may distract users away from the critical ‘Follow’ button.
Don’t forget to save your campaign and voila, you’re ready to launch your ads on Twitter!
How do I Advertise on Facebook?
If you’re looking to effectively reach out to your market without spending hundreds of thousands of dollars on traditional advertising, Facebook is the only answer.
There are a lot of social networking sites out there, like Twitter and Instagram, that can rival Facebook in terms of niche advertising, but if you’re looking for sheer raw numbers, no social networking site can top Facebook’s whopping 1.65 billion users who are active every month for the year 2016.
There’s literally a billion people who can potentially see your ad. All that’s left for you is to get on Facebook and fire your ads away. Here’s how you can get started:
Create Your Facebook Page. First, you’ll have to get on Facebook and create your own Facebook Page. From there, choose the appropriate category for your business. Make sure to fill out the fields in full detail and your page has a relevant profile picture and cover photos with HD quality.
Determine Your Objectives on Facebook. The next step is all about helping Facebook help your advertising efforts by choosing the objective you want. Head straight for the Facebook Ads manager and select the objective of your ad campaign, which includes boost posts, page promotion, and leading users to your website.
Determine Your Audience on Facebook. Choosing your audience is an important step in order for your ads to be effective. Facebook allows you to surgically cut into a very specific audience by letting you determine the location, demographics, and interests of the Facebook users who get to see your ads. Facebook takes it a step further by offering custom audience for your page’s ad variation.
- Determine Your Facebook Advertising Budget. After determining your objectives and your audiences, it’s time to determine the amount of money you’re going to spend to achieve your objectives and reach out to your target audience. The ad budget you place is understood as the maximum amount of money you’re willing to spend for the ads. There are two types of Facebook ad budget: first is the daily budget, where the amount you entered will be the amount limit of spending for your Facebook ad each day. The other is the lifetime ad budget, where the budget you entered will be the maximum amount spent for the duration, or lifetime, of your Facebook ad.
Next is the tactical goal of your ad. You’re given the option to choose whether you optimize for clicks, people who actually follow through your ad, or impressions, the number of people who sees your ads. The last part of ad budget is the schedule of your ads. Choosing the lifetime ad budget gives you the ability to determine the specific hour and day when your ads should run. Depending on the region you’re targeting, make sure to get the time slot when Facebook activity is at its peak.
- Determine Your Ad’s Look. Facebook’s ad manager lets you choose how your ad will look, from the image up to the actual placement of the ad. Everything is up to you: It could be a single image or multiple images, but remember that your headline text is limited to 25 characters and multiple images have a maximum of 5 images.
- Placing Your Facebook Ad Order. Before your ad gets displayed, it has to go through Facebook’s review. If you’re already sure about your ad and that it passes Facebook’s review, click on the Place Order button then you’ll receive an email from Facebook prompting you that your Facebook ad has been reviewed and approved.
Congratulations on your first Facebook Ad! Need more help to make sure your ads convert? Tell me your goal and we’ll work on it together!
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