When Direct Visibility Strategies are not big enough and Organic Visibility Strategies are not fast enough, businesses turn to paid-for strategies. On one hand, you might choose a Search Engine Marketing (SEM) strategy. The most popular type of Search Engine Marketing … Pay Per Click (PPC). You only pay when someone clicks on your ad. On the other hand, you might go with a Social Media Marketing strategy such as very popular Facebook Ads.
Search Engine Marketing (SEM) and Social Media Marketing, can make your message immediately visible to a highly-targeted audience of thousands. With a Search Engine Marketing strategy, people who search using your key words, find your ads. With Social Media Marketing, Facebook, for example, will show your ad to specific people you describe: their age, gender, location, income, interests etc.
The adage “It Pays to Advertise” still rings true. Successful businesses have always invested in advertisements.
Advertising on the internet is powerful because of how you can aim your message at a precise target audience. It is often less expensive with more attractive return on investment than traditional advertising.
Google advertising includes campaigns that build name recognition and campaigns that generate immediate traffic to your business.
By far the most popular type of online advertising is the pay per click campaign.
It works like this. When someone “Googles” using your keywords, Google shows them your ad. When someone clicks you pay. Let me put it this way, you only pay when someone clicks, and to keep things from getting out of hand, you can set a daily ad spend budget with a not-to-exceed ad budget for the month. The object of the game, however, is to run a profitable campaign.
The profitability of your campaign depends on two things.
Bottom line, the cost of acquiring a new customer must be less than the value of having a new customer. It is pretty easy to determine the value of having a new customer. But to determine the potential cost of a sale, you have to spend some money to get adequate data to make that calculation.
The cost of sale is determined by the combination of two things.
When someone clicks on your ad they are immediately taken to a specific (landing) page on your website.
Note: It is best that you bring the person who clicks on your ad to a page on your website that coordinates with the specifics of your ads. For example, you are a dentist advertising a specific procedure. Your ad about dental implants should bring people to a page on your website about dental implants. There they find the information they need to find, and the stories they need to hear. While you have their attention, you ask them to call your office today.
I’m sure you see how many clicks it takes to get the phone to ring depends on how well this landing page performs.
There are many moving parts that determine profitably. But the motivation behind this paid-for visibility strategy is relatively quick results. When that result is profitable it’s a beautiful thing to behold.
A cost effective visibility tactic. Here’s how it works.
Someone clicks on your ad and visits your website, but they don’t call. We are sorry they didn’t call, but all is not lost. We can follow up and we should. This person’s behavior says, “I’m interested in your services.
We can follow up in a couple of ways. I’ll mention one of them.
We can re-market to this person. We can have Google continue to show your ad to this person as they surf the web. You have probably noticed re-targeting ads. It’s a Thursday morning. During your break on you do a search for leather computer bags. You find Jack Georges website. You look at both messenger bags and back packs. Later that day while doing research for a trade show presentation, a picture of that messenger bag appears on the right side of your screen.
Re-marketing makes sense. After all, this person who just came to your website may be the most qualified prospect you have in this world. It makes sense to give them another chance to say yes, It is not uncommon for re-targeting ads to more than double the results of a campaign.
Re-targeting or re-marketing, like PPC campaigns, also work on a charge per click basis, but the cost of this follow up click is much less than the cost of the click that brought them to your website the first time.
Finally, you can set the campaign to track how many visitors called your office and which ad triggered which calls. We can pull reports that tell us what is working and what is not. We then refine the campaign to make it both more effective and efficient. The amount of money you spend to acquire a new customer begins to drop and the percent return on your investment begins to climb.
Your business has many Social Media Marketing options. Facebook, specifically, works well for many industries. People engage with your business through the fun, inspiring, informative content you post. It’s a powerful way to keep in touch with your present customer population. But Facebook can also facilitate your desire to make yourself visible to vast numbers of your target audience who don’t yet know about your and your amazing services.
Facebook lets you “boost” some of your posts. You may say, “Hey, I’ve heard about that. How does it work and how do I know which post to boost?” First, you post the most engaging things you can find. Next, you look at your “Insights” to see which posts are getting the most likes, comments and shares. We think it makes sense then to boost the post that has generated the most engagement. You pay Facebook a small amount of money to show your post to more people than normal. Instead of having hundreds see the post, thousands see it. This keeps your name in front of the people you want to reach. Done right, it can result in increased traffic to your website.
For example: We write an article around a hot topic people are asking about. We post it on your website. We put it in your news letter. We then post it on your Facebook page. Now we can use the “boost” to push this article out to a specifically targeted audience of thousands. We have seen this simple activity increase the number of visitors to a website 25 or 30 percent for a given month. We know a certain percent of new visitors to your website become a new customer for your business. This can be a beautiful thing!
For lead generation, Facebook Pay Per Click advertising is one of the most effective new ways to get your business message in front of your largest audience. When it comes to precise targeting, there is nothing that beats Facebook advertising. You are able to select which users get to see your ad based on age, gender, marital status and even the interests they record themselves in their profile. This makes Facebook PPC worth the investment over many other forms of paid advertising.
So, for Fast results, advertise. It works. J3 can help.