Which Network Is Right for You
Continuing on from the first part of this in-depth look at getting traffic using paid advertising, let’s look at choosing the best network for you and how to create successful ads…
With so much choice, it can be tough to decide where you are going to get the most bang for your buck. Part of your decision should be based on the way the ad program matches your ads to their audience.
For example, Google, YouTube, and Bing match based on intent, via keywords. This means they are trying to predict what the person is looking for, and what they want to do, such as buy.
With Facebook, Instagram, Twitter and so on, they are matching based on interests and behavior, which can be a better indication of what they are really interested in. It is a (somewhat scary) fact that Facebook spies on users, gathering all sorts of information about their users. Nothing comes for “free” with them. They use the data for competitive intelligence and make it available to their advertisers through things like their ad program. But if you can’t beat them, it might be worth it to join them if you have a small PPC budget.
As for ad marketplaces, you are picking the sites, but the systems and pricing can be confusing compared to the more organic method of just logging into your social media account and boosting your page or posts or using your image library to create great-looking ads.
The bottom line for your bottom line…
Paid ads do cost money, but they are scalable, so if you have a successful ad, you can increase your spending to show your ads even more, for more traffic and profits. Running your ads regularly is also predictive. You won’t have a rollercoaster of good traffic days and bad. Everything will be more reliable, or even explosive if you turn on a new campaign, which means you can boost your list and skyrocket your sales.
So, how do you create successful ads on the main PPC systems available? Let’s look at this step by step.
Creating Successful Ads
No matter which ad system you are using, there is a basic formula for creating successful ads:
Step 1. Plan
There are 3 parts to the planning phase.
- Set your goal.
Do you want more:
Your call to action (CTA) in your ad, that is, what you want them to do, will vary depending on what your goal is, and needs to match.
- Decide which item you have that is going to help you meet that goal.
- A new Top 10 list at your blog on how to write great AdWords ads
- A checklist on how to make money selling information products
- An ebook on email marketing
- A multi-lesson ecourse on how to become a top affiliate
- A new product you are just launching
- A product you have had for some time that you know is popular
- Start running the numbers.
You might hate math, but you need to understand the financial implications before you get too excited, start running ads, and end up wasting money.
Calculate your acceptable customer acquisition cost (CPA) in the following way:
Estimate your maximum cost per click (CPC). The formula is as follows:
Your maximum CPC = your profit per customer x your sales conversion rate
Example: If you have a product priced at $17, and it is an ebook, you don’t have any production costs, so your profit will be $17. If your conversion rate is about the average, 1%, your maximum CPC = 17 cents.
$17.00 x .01=.017
This budget will not be enough for an expensive system like Google AdWords, but it could be high enough for Facebook and Pinterest.
What if you are selling a physical product?
In this case, there will be some sort of production cost involved which needs to be covered, plus shipping and handling. Imagine you were selling a set of 12 pencil toppers for $17, which includes shipping and handling. The cost of the toppers is $1 and the shipping and handling $4, for a total fulfillment cost of $5. Your profit, in this case, is only $12, so:
$12.00 x .01=.012
Again, this is fine for Facebook and maybe Pinterest, but not for more expensive ad networks.
You could, of course, be more fortunate and get a higher conversion rate. Let’s see what this would look like:
$12.00 x .02=24 cents maximum CPC
$12.00 x .03=36 cents
$12.00 x .04=48 cents
$12.00 x .05=60 cents =the potential for $60 per 100 clicks if all of them click through and buy.
Your profits can really start to add up provided you keep a close eye on your CPC.
Always test your budget. Set a test advertising budget and stick to it. You will test your ad and offer. Start with a small amount. You can always increase it if the ad converts well.
Step 2. Research
In this step, you will research what you know about your target customer, and start building your list of keywords to use in your ad campaigns.
Know your customers
You should already know a good deal about your ideal customer in your niche. Some marketers find it helpful to create a mini-biography of them, called a marketing persona, or an avatar.
When creating the persona, write about them as if they are real people:
- Marital status
- Kids (ages) /no kids
- Pets (how many, type/s)
- Rent or own
- Level of income
- Level of education
- Hobbies and interests
- Personal values (religious, green, interested in animal rights, etc.)
and so on.
If you are not sure of these things, you might take the time to gather more information. You can do this through surveys, your various metrics, such as Facebook Insights (you will see a link for it on the top tab of your account if you have a business Facebook page), and so on.
Use the persona every time you create any new product, or new marketing campaign, to make sure they will speak to the needs of your target customer.
Note that you might have more than one type of customer, so you can create a secondary persona as well.
Research your keywords
By now you should have a detailed keyword list related to your niche to help you plan the content you want to publish and what you wish to rank highly on in term of SEO, Search Engine Optimization, to get free traffic from Google, Bing and so on. Google and Bing use keywords for their ad matching. They are not so important with social media but are still invaluable for speaking to the needs of your target audience.
- Look at your traffic logs and check the top 20 keywords that are bringing traffic to your site. Decide if they make sense for your campaign.
- Next, go to Google’s Keyword Planner to check on search volume per month and any other recommendations they have. Don’t worry. You don’t have to run ads on Google to use the tool. You do need an account, however, which you can set up for free using a free Gmail account as the access point for these and other Google marketing tools.
If the search volume on the keywords from your first step is more than 1,000 but less than 10,000, these should be good words to use.
- Make a list of negative keywords, such as free, so you don’t get a lot of freebie seekers clicking on your ads unless you are trying to get subscribers and are giving away a free ebook and so on.
- Spy on your competition’s keywords
Use https://www.spyfu.com/ to see what their keywords are and determine if any are ones you might have missed.
- Try to sort keywords to identify:
- Research keywords versus
- b-Buying-Intent keywords
In other words, are they just looking, or are they getting ready to make a purchase and narrowing down their choices?
- Organize your keywords into similar groups
This will help you name your groups something meaningful. For example, if you are advertising your free email marketing guide, that would be the name of the campaign, and the groups would be based around main concepts related to email marketing, such as building a list.