Starting up a digital advertising account for your business can prove one of the best –– or worst –– decisions you’ll make for your company’s future. Indeed, so much about finding success with online advertising is down to strategy formulation and implementation. It’s not so much about what you’re selling, as opposed to how you’re selling it. With that in mind, today we’ll focus on three ways you can optimize your ad spend –– regardless of your product, service, or industry:
Pick Your Battles Wisely
It’s great for small companies just starting out to show ambition. After all, if you don’t set lofty targets for yourself and your staff, you’ll never see sustained growth at your operation. However, when it comes to online advertising, sometimes it’s wise to avoid an uphill battle. Discretion is the better part of valor, occasionally. Remember, ads containing certain keywords and phrases require heavy investment in order to gain any visibility with them. So instead of shelling out heaps of capital on high-competition keywords, it’s probably a smarter play to start small. Identify long-tail keywords with less competition and work to drive qualified leads to your site that way.
Constant TLC
Good online content is not static; rather, it should constantly evolve along with your customers’ wants and needs –– as well as along industry trends. Plus, online ads need to have an element of timeliness about them. For example, it makes more sense to promote jackets and snow boots during winter than it does in the middle of July. As such, a solid ad campaign needs attention in order to grow and flourish. Note that if you and your team can’t give it that sort of priority, you may want to consider outsourcing some tasks.
Break Out the Fine-Tooth Comb
Getting an ad campaign right is all about sweating the “minor” details involving the ads themselves. For instance, you’ll want to identify negative keywords you can use to eliminate unqualified traffic visiting your content. What’s more, it’s critical to examine the metrics related to your ads’ performance. Monitoring click through rates, contrasting CPA vs CPC, and examining the effectiveness of your landing pages are all smart ways to keep tabs on how your ads are working.
The Bottom Line
Launching a successful ad campaign through Google AdWords or a similar platform requires lots of time time and energy. In fact, it’s often more work than most people anticipate at first. But don’t let that overwhelm you. The good news is, as long as you strive to learn from your mistakes, you’ll find your ads will improve as a result. Stay dedicated to your goals, and –– if need be –– bring in some outside help. It could provide just the boost your team needs to get the job done right. Plus, it could lighten the load and allow your team members to take on other tasks. Make sure to always keep your options (and your mind) open!