Almost Everyone Sets Up Their Advertising The Same Way
& Almost Everyone Sets It Up Wrong
Most people waste a tremendous amount of money in the early stages, and maybe throughout the entire campaign. We are going to show you the worst way to set up your advertising, then describe why. Hopefully it will help you create more effective advertising and possibly save you some money.
First: The Worst Possible Advertising Setup:
If you set up your campaign this way, don’t worry, you are not alone. Everyone has set up a campaign this way at least once.
1. Create A List Of Keywords. The longer the list, the better because of the Fear Of Missing Out (FOMO). You don’t want to miss a single opportunity. Besides, you’ll only be charged if someone clicks on your ad, right?
2. Create Multiple Ads. Lots of keywords are going to need a lot of ads too. Who knows what ad will get the most attention.
3. Set A Budget. You can control how much you spend on a daily basis. Set it and forget it.
4. Direct Ad Clicks To Your Home Page. The reason for advertising in the first place is to get more traffic to your website. So, direct them to the home page since that’s the page designed to introduce people to your business.
5. Let’s Get At It. Start advertising. Maybe make some adjustments later.
6. Wait For The Money To Start Pouring In. That’s it. We are done here.
Here Are The Top 5 Mistakes
These are the top mistakes we’ve seen people make over the years. These mistakes cost a lot of money. We’ve seen campaigns spending thousands of dollars each month and not getting anything in return! If you are making these mistakes, please make some changes:
1. Goals Not Defined. For example, if you spend $100 and expect to get 20 people to take the first step, then 3 of those to take the next step, and make one sale out of 10 of those, then you can see quickly whether or not it’s even close to what you imagine and take action accordingly. Define your expectations and make your advertising hit those goals each step of the way.
2. Measurement of Results Not Implemented. If there is no measurement of each step of the process, there’s no way to know where it could be improved. The advantage of digital advertising has been lost if performance is not tracked.
3. Campaign Not Tested. If your testing starts with a live budget and real time results then you’ve chosen the most expensive way. A ton of money could be wasted starting out cold like that. Test first, spend later!
4. “Matching” Problems That Will Destroy Your Results. The keyword has to match the ad, which has to match the landing page (the page the ad delivers traffic to). for example, if the keyword is about Valentine’s Day, and the ad is about jewelry and the landing page doesn’t seem to have anything on it at all about Valentine’s Day or jewelry, then you have created a bewildering process that would likely put off the most motivated buyer. You’ve wasted that click and probably hundreds or thousands of others like it.
5. No Ongoing Testing. Each step of the process could be made better over time, but only by comparison. Some ideas won’t work, some will be home runs. Keep trying new things.
What’s The Least Risk – Highest Reward Advertising Strategy?
You would be much better off to have one great keyword that’s bringing in business instead of 1,000 keywords that are just draining your budget.
1. Take the 10,000 Foot View. How does this work? You have a very small ad space to work with. At best you can only tempt someone or arouse their curiosity. Create a specific landing page for each ad that more fully describes your offer and contains a call to action. A dedicated landing page gives you the opportunity to expand on the ad and make it much more effective.
2. Make Sure Everything Matches. The ad has to match the keyword, which in turn has to match the page it delivers traffic to. If you mix up a bunch of ads in one ad group, then some of those won’t match the keyword at all which reduces your quality score, which increases the price you pay.
3. Start Small. Run some tests where you limit the amount of spending. If you create a test limited to $100 it should produce ten times those results when you fund that campaign with $1,000. Maybe start with one keyword. If the test doesn’t succeed – it doesn’t meet your expectations or clearly falters at some stage, make some changes and try another experiment. Repeat until you are happy with the results then “grab the throttle”.
4. Measure Everything. It’s like a puzzle with multiple steps. If you have a good ad response (click through rate) but low response to your call to action, then the keywords are fine, the ads are ok, the next problem to solve is the landing page or maybe the offer. Get each step of the ad process the best you can get it and the overall campaign will be a success.
5. Test Continually. Set up tests – an alternative for each step. How will you know if it’s working well if you have nothing to compare it against? Try two different ads for the same keyword. Change the title of your landing page. Change the color of the button you want people to click to see if that makes a difference. The number of experiments is infinite and could be small things or large things.
Are You Wasting Money?