Wondering why you aren't getting good results with your online advertising efforts?
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Marketing a small business online is very different from traditional forms of marketing. When diving in to the world of online advertising, being able to target the right audience is a key factor. However, even with the best audience targeting strategy in place, you've got to pay attention to the other important pieces of an advertisement…such as headlines, copy, creative, and retargeting strategies.
Headlines & Copy
The average attention span has shortened significantly in the past two decades, to the tune of just 8 seconds (according to research conducted by Microsoft). We are constantly interrupted by text messages, tweets, push notifications, ads, Facebook posts, emails, and the list goes on. That means if you don't have an attention grabbing headline at the very least, your ad is likely to get passed over. But you don't need to be a professional copywriter to come up with a great headline. It just takes a little thought and careful planning. When social media first hit the scene for business, the year was 2006. Most corporations and small business owners alike weren't even sure if social media would stay the course long-term or just become a passing trend. Now the competition is becoming more and more apparent, but those who know how to implement the strategies and tactics properly can soar past their competition. If you don't have a background in sales or marketing, or the budget for a professional copywriter, my best advice is to invest a small amount of money into some software that can really ignite your copy. FunnelScripts can save even the best copywriter an incredible amount of time and effort, and for those who make a living with an online business, it's an absolute no-brainer tool that is worth it's weight in gold. The software asks you a few simple questions and then writes your headlines, ads, and email sequences for you. You plug in answers to the question, click “generate” and then just copy and paste! The software literally generates 100 headlines with the click of a button.
We all know the old adage…a picture is worth a thousand words. Never overlook what your ad looks like. A good ad can help with branding, credibility, and providing you with authority overall. But not every small business owner has the budget to hire their own designer. There are a few options. If you are fairly technically savvy, you can grab some free stock art from sources such as Unsplash or Pexels. Then, you can utilize a free app such as Canva to overlay text or make the images match your brand. If you need more options for stock art, my affiliate partner 123RF offers stock photo packages that are much less expensive than Shutterstock. In addition, if you need a tool that is more like Photoshop (but not as expensive), you can sign up for a free-trial of PicMonkey. Prefer to work with a freelancer? Try Fiverr
Finally, the most cost-effective option for a professionally designed ad or a logo and branding package from a designer that can elevate your brand to an entirely different level, check out 99Designs. Their packages are inexpensive compared to hiring a graphic designer straight up, and you get a great quality design which you can have a hand in selecting.
Aside from an ad's creative, one of the most recognizable ways to use Google Ads or Facebook ads is for re-targeting.
Learning how to use the ad platforms to retarget is one of the most sought after strategies that big corporations use to increase sales and brand awareness, and the same strategy works for small businesses too. It’s a powerful way to improve the effectiveness of your ads, especially for e-commerce businesses.
When you visit a website and then you see the exact product you viewed a day or two later in your newsfeed, that’s retargeting. Psychologically, buying habits are complex, but it’s widely known that consumers are more likely to make a purchase if they see an item they were previously considering again.
According to research from Moore Stevens, an accounting firm in the United Kingdom, brands in Britan and North America now spend 23% of their budget on marketing technology. That equates to over $52 billion ad dollars a year in online advertising. So if big business can do this, so can you.
Selecting and segmenting (in other words, grouping) your audience is the most basic and important criteria of running a successful retargeting campaign because you absolutely don’t want to target everyone who visited your website with the same ad. This just happened to me recently. I bought someone’s ebook, and then a day later, the ebook ad was shown to me again, several times over the course of 3 days, in my newsfeed. It was getting so annoying that I actually unsubscribed from her email list.
To avoid annoying your customers with ads, it’s important to segment and group your website’s visitors into categories according to their behaviors and the actions they take on your website. For example: you can segment based on people who visit your page without buying anything, a visitor who clicked and almost made a purchase but abandoned their shopping cart and closed their browser without buying, and then visitors who purchased something from you.
The best way to get started is to segment the buying customers from the visitors so that you don’t accidentally show them an ad for the product they just bought.
To do this, you would simply make separate ads and then configure a custom audience for each different ad. By using the custom audience feature inversely, you would simply exclude anyone who visited the thank you page URL (because that means they already made a purchase).
Be sure to check out the video below as well as my YouTube channel, as I've posted a mini-series on online advertising with specific insights into the different steps to configuring your audience, setting up your ad, measuring the metrics, and optimization. Each video is only between 4-8 minutes in length.
Interested in some additional training on Facebook Ads? Sign up for a DIY course through my affiliate partner, Facebook Ads University.
https://vogue-media.com/2017/wp-content/uploads/2019/02/7.jpg7501000Kate Murrayhttps://vogue-media.com/2017/wp-content/uploads/2018/12/gold-logo-300.pngKate Murray2019-01-15 20:44:262019-02-20 21:06:09How to Get Better Results with Online Ads