13 Practical Tips on How to Advertise Online
Whether it’s on Google Ad Words, Bing Ads, Facebook, Ezine Advertising or LinkedIn, the basics for creating a winning online advertisement are much the same. As an online marketer your number one concern is customers.
You’ve probably read and heard a million and one ideas about how to build relationships, retain customers, create a list, and inspire consumer loyalty. But the question remains,
“How do I convert prospects into customers?”
There are a lot of people out there who see your ads, think about them, and maybe even say, “I ought to…” They’re just waiting to be convinced to do something about it. There is something you can do to get them moving!
Something that you can do to promote online that will get them over that hurdle.
Here are 13 practical tips on how to advertise online and ensure that your online ads lead to real conversions.
1. Set measurable goals for your ad campaign.
Before you start your campaign, set some measurable goals that you’re trying to hit with your campaign. The key word in that sentence is measurable. Specify how many goals you want to achieve within that time frame.
2. Make sure you’re using the right ad platform and ad type.
There are so many places where you can advertise online: through Google Ad Words, on Bing/Yahoo, on social media, or on third-party websites.
Do your research on which target audience is best related to your website, product or service and see what websites they visit. What is their online behavior like. If they’re not on social media, it’s probably not good to run Twitter ads.
Conversely, if they are, Facebook might be more effective than LinkedIn.
Get to know your potential customers and then advertise on the platform that’s appropriate for them.
When you’re going to create your ad, there are generally two types of ads: pay-per-click (PPC) or cost-per-impression (CPM).
- Pay-per-click (AKA cost-per-click) basically means that you pay a pre-set amount every time someone actually clicks on your ad. You are not charged every time your ad is shown.
- Cost-per-impression means that you are charged for every 1,000 impressions, meaning that you pay for every 1,000 times your ad is shown, regardless of the number of clicks it may or may not receive.
So which one should you use?
Well, that depends on your campaign goals. PPC is great if you are trying to increase sales or drive more traffic to your site. That way, you only pay when someone actually visits your site.
CPM, on the other hand, is huge when you’re trying to raise brand awareness or you have a new product or business that no one knows about.
Along with with using the right platform, research your true customer profile by targeting by location, industry, behavior, demographics, interests, and more.
For example, Facebook lets you target by location, age, gender, language, interests, and behaviors.
LinkedIn lets you target by company, job title, and school, field of study, degree, skills, and groups. Be sure to investigate those options in whatever platform you choose to use.
3. Get to the point.
Use the K.I.S.S. principle – “keep it simple, stupid.”
This is a term which simply indicates that the simplest solution or path should be taken in a situation. So therefore your ad should be clear, easy to read and tell people what you want them to do.
When you advertise online, don’t include unnecessary information about your company, your mission, or anything like that. Just make it as simple as possible with the aim of focusing on what are the most important elements of the ad.
The focal point is the objective of the ad – whether that’s getting likes to your Facebook page or getting people to buy your product – and make sure everything in the ad directly relates to that goal.
4. Create multiple ad variations.
Create multiple ad variations, which essentially means that you’re creating the same ad (usually within the same ad group), just worded differently each time.
The great thing about using different ad distinctions is that you can see which ads are doing well and which aren’t. Then, you can pause or stop ads that aren’t achieving and create additional ad variations that are doing well.
It is tractable and you’re able to make the necessary split tests to prove it.
5. Include a Call-to-Action.
The call to action is probably the most important element. Don’t assume that whoever is seeing your ad will know what to do –you actually have to tell them!
Good examples of calls-to-action include:
- Call Us Today!
- Limited Time Offer – Buy Now!
- Visit Our Page to Learn More!
6. Create specific pages with easy-to-remember links.
To make your ads even better, create a specific page that you can send users to where they can complete the desired action. For example, we want people to sign up for our newsletter, so we’re not going to send them to our homepage and have them search through it to find the newsletter sign-up box.
Instead, we would want to create a new page on our site where people can get more information about our newsletter with strong calls-to-action and a big newsletter signup box.
This is especially important in Google Ad Words, where the rank of your ad is based on how relevant your landing page is.
Use easy to remember links. Where applicable set one URL to display in your ad but take users to a different URL (your landing page).
So for example, the display URL in this ad is www.blah.com, but users who click on it will actually be directed to a specific landing page that is created especially for this ad.
7. When feasible, use real images, not stock photos.
Most people can tell the difference between stock photos and real company photos. Including a real depiction adds a personal touch to your ad. How many ads have you seen with overly happy, perfectly well-dressed people crowded around a computer?
However, a photo of a few people in your actual office wearing smart company clothes is sure to grab people’s attention.
8. Include as much information as you can
Most online ads have character limits that sometimes make it frustrating to get the message that you want into that tiny text box. However what you can do is utilize all accessible text fields in the ad.
For instance, on Facebook ads, there’s an option to include a News Feed link description where you have 200 characters to include additional information that maybe you couldn’t fit in the headline or text.
On the other hand, you won’t see that option unless you click on “Show Advanced Options.”
Likewise, in Google Ad Words, you can include call outs and site link extensions that highlight additional information about your business. So be sure to investigate the different ad options if you’re looking to include more information.
9. Optimize your ad.
When you set up an ads campaign just to let it run and then check on it only when it’s over is the worst thing you can do. Always continue to optimize your ad to see what improvements you can make.
Because you’ve already set up multiple ad variations, you can go through your running ads and see which strategies work best.
Perhaps for your target audience, it’s better to include the call-to-action in the headline rather than in the ad text.
Or you may prefer image ads over text ads. This is where you can use quantitative data for each ad and make the suitable changes for ads that aren’t performing.
For the ones that aren’t reaching the required conversions identify the areas that need to be improved; it could be that you need a stronger call-to-action, or your ad copy is too confusing.
Or else, you can decide to pause or stop the ads that aren’t doing well and allocate more money towards the ones that are.
10. Always measure the success of the campaign at the end.
Look at the goals that you set before launching your ad and see what you achieved.
Did you reach all of your objectives?
What could you have done better?
If your campaign was successful, are you able to repeat it in the future?
If the ad was unsuccessful, see what kinds of improvements you could have made.
Perhaps you may need to go back again and re-evaluate your campaign objectives, or do more intensive research on your target audience and find out more about their online behaviors so that you can target them more effectively.
Following these 10 steps will place you in a very good position to capitalize on your advertising and more especially on your return of investment.
Now, there are 3 more considerations that you can add into your campaigns that will help you maximize your efforts.
You have followed the 10 tips above and your right up to speed on that.
So, here is the icing on the cake, to convert those potential customers and leads into sales and profits.
Adding these 3 elements can make a huge difference to your ad campaigns.
- Improve Your Offer
No one can pass up the deal that’s “too good to resist.” Think about it… how often do your customers want your product, but just want something else a little more?
That leaves you with a long list of “almost sales” that has the potential to be converted into real sales and profit.
Sweeten the deal.
Make the offer so good they can’t resist it.
Now, I’m in no way suggesting that you drop your prices to sweeten the deal. You can just as easily load it up with bonuses to increase the perceived value without cutting away from your profit. Bonuses motivate sales, maybe even more than cut prices.
- Follow Up
How would you like to increase your sales by more than 50 percent? There’s really a very simple approach that you can implement known as follow ups.
Chances are prospective customers aren’t going to buy your product the first time they see or hear about it. Maybe it’ll be the third or fourth, but they have to hear from you that third or fourth time before they actually become a customer.
Therefore do you have a follow up system in place?
Simply contact the “almost customer” every month with a new offer, or give them more information about the product they are showing interest in.
It doesn’t have to be an intricate process. Keeping the contact with your potential client goes a long way toward building trust… the key to finding life-long customers.
Internet marketers experience a high number of customers who browse their site, then click away. You can’t follow up without some form of contact information. A great way to collect the info you need is to offer a free eBook or informative report that consumers will find interesting.
Once they’ve given you the information to email them the product, you have what you need to keep in contact, and work on transferring them into loyal customers.
- Creating consistency
Creating consistency is an essential aspect of any marketing strategy. To be able to develop consistency you need a plan or blueprint.
The Directory of Ezines is a blueprint to help marketers become more effective and successful in reaching their target audience.
It offers three unique platforms that are essential to successful marketing:
- Article Marketing to promote your evergreen content.
- Ezine Advertising will share and support your solo ads.
- Joint Ventures which give you access to more extensive lists.
So if you’re looking for consistency with your entire brand and consumer communications and the ability to target specific current or potential customers. And expand your brand recognition.
Directory of Ezines has everything you need with proven methods to convert more customers.
Whether or not you are specifically targeting the right people for your business and how you can relate and test the marketing campaigns you run, will be in direct relation to your return on investment and your ability to identify your specific audience.
Whether you are using Google Ad Words, Facebook Ads or Ezine Marketing, these processes are easy to follow.
Using the tips I have discussed are essential for gaining new customers, sales and profits for any business online.
The wonderful thing about ezine marketing is that, it is less expensive than the others mentioned and will give you a span of time to achieve amazing results such as generating leads and attracting potential customers to your business, product or service.