Getting your feet wet in the PPC world dominated by Google can be quite daunting at first, and even the best of us have made mistakes in the past. Here, I will go over some of the biggest mistakes people make when starting out with their paid advertising campaigns. We will take a look at text ads, banner creatives, social media and even retargeting, to make sure you can start off on the right foot.
First thing's first: pick you initial ad medium of choice. Personally, I like to set up a retargeting campaign right away to make sure we reduce the number of lost customers. Most other advertising mediums focus on driving initial traffic to your website or business, a retargeting campaign instead focuses on bringing customers back for a second look. This is something that businesses are utilizing more and more, and I'm sure you've participated in it as well, maybe without even realizing it. Retargeting, by design, doesn't inherently focus on specific keywords, instead, it uses a tracking tag that you place on your website, allowing the 3rd party to track your visitors. This 3rd party is who we will be working with. The three biggest names in retargeting right now are Facebook, Google AdWords, and AdRoll. Of those three, Google is by far the hardest to set up and master. Facebook and AdRoll make the process fairly straightforward however and offer a great place to start.
This will relate to both our retargeting, banner creatives and social media campaigns, but we should be familiar with good design practices as soon as possible. Ideally, you would want to get a designer to produce some quality creatives for you, but if you're on a budget, you can always try it yourself. There are plenty of tools out there to design your creatives, or you can simply use Photoshop or Sketch 3. Personally, Sketch is a much more powerful tool, and it would not hurt to get familiar with it.
What makes a good design? Your ad should look modern, and feel at home on the advertisers' website. Sure, you might not always know where your particular advertisement will show up, but we can look at common web design principals and make a pretty good guess of what will look good. Modern web design is all about utilizing white space, color and typography. That means your creative should have all of those things as well. Making your ad visually similar to your website is another best practice principal, as it will make the transition to your website less jarring if the user knows what to expect. Here is an example of a quick ad mock up for Dozen Pixels.
This design accomplishes all three of our requirements and manages to stay visually similar to the company website. There is adequate white space, making sure the ad does not feel cramped, color is used to grab attention and guide the viewer naturally to the Learn More button. The typeface is clean and easy to read, making it easy for a viewer to digest the information. When the ad is clicked, the potential customer is directed to a website that features the same blue tones and styles, making the transition seamless.
Your design should be simple, easy to understand and direct in its messaging. As long as you focus on that when working on creatives, you should be able to improve your retention rates and customer reengagement.
This step is by far the hardest and takes the longest time to master. Keyword research is a huge part of your campaigns and is the biggest deciding factor in your campaigns' success. Target the wrong keywords, and you can be sinking money into something that won't bring in any results. Google's keyword research tool is great for this, but it still takes practice to use. A great way to get some starting ideas is to take a look at your competitors, and what keywords they chose to target their online advertisements. This can be seen by the ad content itself, the words you used to get the ad to show, and the redirection link itself that you see when the ad forwards you to their website. The only real hint I can give you here is to practice, use the available tools and not to get discouraged when it doesn't work out right away.
Spending actual money is a necessity when using online advertisements. No matter the medium, you will always have to pay. The caveat with that is that you don't always know exactly what you're paying for. Whether your ad group works or doesn't you'll still be paying the service provider money. The best way to keep any potential costs down is to test new keywords, new creatives, and new text ads. Yes, this means spending money to run ads that you aren't sure will work. The most valuable commodity in the paid advertising industry is data, and even date about failed campaigns is valuable. Keep the budgets for your test campaigns low, to ensure you're not overspending, but ake sure they are high enough to get an adequate reach, and impression counts. Make sure you create new test campaigns when reaching out to a new market or location, as every single change, no matter how minor, can significantly impact your ads performance.
Paid advertisements need to be monitored. You should be watching your campaigns daily, if not hourly, as changes can happen very quickly. Utilize the suggestions that Google and Bing like to provide, but be aware that these suggestions are targeted towards getting you more impressions, not necessarily conversions. Make sure to stay on the conservative side and monitor your budgets, as you can easily overspend.
No problem. All this can be difficult to accomplish, especially while you're busy with day to day business. That's where Dozen Pixels comes in. We can take care of all your marketing needs. From managing your Social Media presence to creating an effective advertising campaign, we are here to help. Our services range from web design to marketing and consulting. Not sure where to begin? Get in touch and we can discuss your goals and business needs.
Each client is unique, and so prices and solutions vary. No cookie cutter work here, so get in touch with us tell us a bit about your goals and needs, and we will layout a custom plan for you. No commitment, no hassle.
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