If they find your brand, it is because they want to, not because they were lead there by advertising or flashy marketing tactics.
As a content marketer, I am a huge fan of letting new customers find your company naturally.
It’s basically “permission marketing.”
If they find your brand, it is because they want to, not because they were lead there by advertising or flashy marketing tactics.
But there is a problem.
The competition has risen so much in recent years that the odds of you being heard through the noise without some sort of paid marketing are slim to none.
I know that outbound marketing is thought of as a four letter word.
But here’s the thing.
ADVERTISINGMost consumers do not hate outbound marketing.
They hate irrelevant and pushy outbound marketing.
So how can you create paid marketing campaigns that engage potential customers and generate positive feedback?
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Let me show you.
1. Improve Your Ads Quality Score
It doesn’t matter how amazing your landing page is, how well optimized your home is, or how kickass your product it.
If users are ignoring your advertisements, all of that effort is in vain.
You have to create engaging and high quality ads if you hope to compete in the crowded online business world.
So how do you measure and improve the quality of your ads?
By analyzing the quality/relevance score.
This is a score that is available within most advertising platforms, but today, I will focus on Google GOOGL +1.20%, Twitter TWTR +0.72%, and Facebook FB +0.59%.
Google Adwords
There are five major ways that Google determines the quality and relevance of your ad.
You need to understand and master all of them.
The quality of your ad will determine how much you pay per click, your maximum bid, and your rank in auctions.
Do you see why this could be important?
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Anyways, here are the five things that Google uses to determine your quality score.
- The past performance of your account
- Relevance of your keywords based off of the advertisement
- The relevance of your ad’s copy
- The click through rate
- The quality of your landing page.
Optimizing all 5 of these metrics is extremely important if you want to stand any chance at succeeding with Google Adwords.
So do your research and improve that quality score!
The way that Facebook ranks ads is a little bit different from Google.
Instead of focusing on the quality and relevance of your ads, Facebook predominantly cares about relevance.
What this means is that you can have a mediocre ad perfectly targeting a selected demographic and Facebook will love you for it.
If you want to maximize your Facebook relevance score, you first have to understand whoyou are marketing to and then build your ads accordingly.
Have you ever heard that Jack Johnson song “3 R’s”?
Reduce, reuse, recycle.
Well, with Twitter ads, they determine your quality score based off of another 3 R’s.
Except this time, they are resonance, relevance, and recency.
These three metrics can be summed up quite easily.
Resonance: Is your audience resonating with your content? Are they retweeting and sharing on a regular basis?
Relevance: Does your audience care about your content?
Recency: Is your content new?
If you can master those three R’s, then you can master Twitter ads.
2. Utilize the Power of Emotion in Your Advertising
Most ads suck.
Like they really suck.
Don’t let this be you.
If you want to have any hope of standing out in the overcrowded marketing of social media and PPC advertising then you have to learn how to create great ads.
The key to a great ad is to spark emotion within your audience. The two emotions that generate the most conversions among advertisements are awe and laughter.
If you can create a sense of awe among viewers or make them fall out of their chair laughing then conversions are all but guaranteed.
While the exact methods for doing this will vary based off of your target market, a good place to get started is by watching Super Bowl Ads from years past.
Analyze the ads that evoke emotion — ads that made you laugh and the ads that made you sit back in awe.
Take note of how the ads accomplished this and then learn to replicate the effects in your own campaigns.
3. Master Demographic Targeting
One of the most important things that you can do when you are trying to create successful PPC advertising campaigns is to target the right demographic.
If you are not targeting your ideal audience than you are wasting precious time, money, and ad impressions.
Nearly every advertising platform allows you to specifically select your target demographic for your ad.
You want to make sure that you are as specific as possible.
Not only will a well targeted ad improve your overall ad quality/relevance score, but it will lead to more conversions because you are targeting people who actually want to buy.
Conclusion
The world of paid advertising is not an easy one.
There is a steep learning curve and you will probably lose money before you make it. But in the modern market, it is an absolute necessity.
Equipped with these three tips, you are off to a good start.
So do your research, get in the trenches, and start mastering paid ads now so that you can sit back and enjoy the rewards later.
What is your best paid-marketing secret?
Source: 3 Paid Marketing Secrets that Will Double Your Brand’s Reach Overnight – Forbes
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