A good ad is not enough. You need:
– a good ad
– a good landing page (explained below)
– and good follow up
Key Things to Know About Ads
There are two main options for online advertising, Facebook and Google. The two require a somewhat different strategy because of how they work.
Then there are minor players. For other search engines besides Google, you could advertise on Bing (Microsoft), Baidu or Yahoo. Google accounts for 75% of searches and over 90% of mobile searches so many people just advertise on Google. However, some people have done very well just focusing on Bing. Besides the search engines, there are other options like Stumbleupon, Instagram, YouTube or Yelp.
Google is also referred to as AdWords or PPC which stands for Pay Per Click. It is great to attract people who are already searching for something. People type in a search term, also known as a keyword. You specify what keywords that your ad should be shown for. It is a bit of an art finding the right keywords or keyword phrases to specify. The cost of advertising depends on how many people also want to advertise when a keyword is searched for. By choosing the right keywords, you can have an effective ad and not have the cost be too high. Google wants you to advertise more, so they will actually help target who the ad is shown to so often the results improve with time. However, sometimes the target audience gets depleted, especially for a small geographic area and the ad or keywords will need to be modified.
Facebook is more like a digital billboard. It can work if people are looking for something but also can work for things that people don’t
know are available and therefor aren’t searching for. Ads are not targeted based on keywords. It is shown based on the demographics you choose to show it to. This can be geography, income, sex and other variables. You can also select people who like certain celebrities, or business people or doctors, or people who follow certain magazines.
Tracking and Split Testing
Online advertising is different from other advertising because you get immediate feedback on how many people respond to the ad. You can see how many people viewed it and how many clicked through. But you can also get code from Facebook or AdWords and put it on the pages on your website. That will let Facebook or Google track other activities such as if someone filled out a form or bought something.
To maximize results, you want to do split testing. This simply means that you make a copy of the ad and change one thing in it. Then run both and see which performs better. One example would be to use the same ad copy and use 2 different pictures.
A landing page is just a page on a website. Opt-in page, squeeze page, lead magnet page, and capture page are some of the other names for it. Basically it is a page that offers something for free or discounted in exchange for people filling in their contact information. This can be a free online document with information that is of interest or a free dental exam, or a discounted chiropractic exam and adjustment. Writing these pages so they entice people to fill out the information you are looking for takes some practice. A good way to shorten that process is to see what is working for other people and adapt it for your business.
Follow Up – Where the Gold Is
This is where many people fall down. Leads come in but don’t get a response for several hours or often several days. At that point they are worthless and the money spent to generate them has been wasted. If you have a great system to follow up in-house, great. But many people don’t. There are software programs that can automate part of this process and immediately send out emails, texts and even voicemails.
Some people even let the software send out the various messages and let the people who are most interested sort themselves out so they are only talking to the best candidates and not trying to contact every single lead.