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.
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. Advertise Everywhere. Again, Fear Of Missing Out. You don’t want to miss a single opportunity. Ever.
3. Create One Ad. Why would you need more than one ad? It says everything you want to say.
4. Set A Budget. You can control how much you spend on a daily basis. Set it and forget it.
5. 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.
6. Let’s Get At It. Start advertising. Maybe make some adjustments later.
7. Wait For The Money To Start Pouring In. That’s it.
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. Understand The Limitations. 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 – but only if it matches what the ad promises.
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 causes confusion, which decreases the effectiveness.
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 A/B 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. Two different versions of your landing page where you change the title, or the image. 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.
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