Most businesses that try to setup and manage online advertising campaigns like Facebook Ads and Google AdWords on their own fail because of a few simple reasons:
1) They do not understand how the advertising platform works and they are using the default settings (which are designed to waste your money)
2) They do not test multiple ads and offers to increase their campaign performance and bring down their cost per lead
Platforms like Facebook and Google both will reward you for having a great campaign that gets lots of clicks and conversions.
If you know how to structure your account to get clicks and leads, you get a cheaper cost-per-click (CPC) which means a higher Return on Investment (ROI) for the same amount of money you are spending now.
Basically – the more clicks your ad gets, the more these platforms will reward you for being a great advertiser, which means you pay less and get shown more. It’s pretty amazing.
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3 Most Common Mistakes to Avoid
If you’re ready to get started with Facebook Ads or Google AdWords and give it the time and resources it needs to become a lead generation machine for your business (or maybe you have already started), there are a few things that you should avoid:
#1 – When someone clicks on your ad, what page on your website are you going to send them to?
If you are like 60% of small businesses out there, you think that sending traffic to the homepage of your website is the perfect place to draw in new members. Right?
Wrong!
Sending potential members to the homepage of you website is burning up money.
Why?
Because the average attention span of someone searching on the internet is less than 8 seconds.
You MUST send your traffic to a specific landing page designed to be simple, easy to read and invites the potential customer to take action right now.
The homepage of your website has too many distractions.
Your landing page has to get the person that clicked on your ads attention right away before they get distracted by social media, their smartphone, or your competitor down the street.
If you send traffic to the homepage of your website, you run the constant risk that they will never take the action you want and become a lead for your business.
You just lost a potential client.
High converting landing pages are specifically designed to do one thing… get the prospect to contact your business now!
#2 – Are you regularly improving your campaigns?
A lot of the small businesses that we speak to set up their advertising campaign once and never check back on their campaign.
This will lead to a ton of waste in the campaign.
Digital advertising campaigns need a lot maintenance and optimization.
You should constantly be refining and improving your campaigns by testing new ads, ways to target your ideal customers, different offers and even testing new landing pages.
#3 – Are you optimized for mobile devices?
Mobile devices have taken over digital marketing in the last 5 years. Most of the businesses that we work with get over 65% of their traffic from mobile devices.
You would be amazed at how many websites out there do not work on a mobile device. So many businesses are spending money on advertising their business and sending the traffic to a webpage that does not work on a mobile device.
If you are buying traffic online and your landing page is not designed to look great on a mobile device, you’re wasting your advertising dollars.
In Conclusion…
Digital advertising is a huge opportunity for small businesses that get it right.
So remember, the three big mistakes to avoid in your marketing are:
- Not using a high-converting landing page
- Not regularly checking in and improving the performance of your campaigns
- Not having your campaign optimized for mobile devices
Unfortunately, because online platforms have it so easy for anyone to set up their own campaigns many small businesses are wasting dollars because they don’t have the right systems or strategy in place to effectively grow their business with these campaigns.
If you want to make sure that your small business is effectively using these kinds of platforms, reach out to us for a free strategy session.
We’d love to look over your marketing strategy and help you grow your business with digital advertising.
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