We have put together seven tips that you can use to create a paid advertising strategy that helps you see more ROI on your ad spend and investment.
Tip number one, know your audience.
Who are you trying to get in front of and what problems do they have. Knowing the answer to these two questions is going to help with your targeting strategy and ensure your ads are getting in front of the right people.
Tip number two, pick the right channel.
You don't want to be doing ads on Facebook if your audience isn't even using that in their free time or for research. So make sure you have a clear understanding of who you're trying to get in front of and what platforms they actually use on a day-to-day basis.
Tip number three, get creative.
You want to make sure that your ads are cutting through the clutter, but in a way that's strategic too. So, think about how videos and gifs, and carousel ads play a part in your paid advertising strategy and then get to work with a designer and making sure that that vision is brought to life visually.
Tip number four, have a strong CTA (call-to-action).
You have to make sure it's very clear, what you're asking people to do. Sometimes that can be done in the copy of your ad, or as a button or an image within the visual itself. Whichever option you choose, make sure it's clear and simple, and bold as well.
Tip number five, have a plan in place.
If you aren't sure which audience you should go after or which creative is going to resonate with them, figure out how you're going to AB test that or use different types of headlines, copy, and message. Have a plan in place on how you're going to track and measure the performance of it, so that you can really identify what hits home for them.
Do you know your industry standards for cost per click, click-through rate, or impressions? Knowing these is going to be essential in your paid ad strategy and knowing when you need to pivot or change the ads and targeting that you have set in place. If you aren't sure how you should be tracking your Facebook, LinkedIn, or Google Display and Search Ads, click the link below for a free benchmark guide, that's going to help you on your monthly reports, and make sure you're hitting those industry benchmarks that you should be striving to achieve. There's also a few bonus benchmarks in there for websites, landing pages, and bounce rates.
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