Today we are going to look at paid online advertising that is available to you as a marketer and how best to get started. This is a subject that many people avoid because they see it as too hard to do.
Instead, they focus on organic traffic, with the accompanying SEO and keyword tilt to what they prepare and publish on their websites. There is nothing wrong with this, but if you are not using paid traffic, you are holding yourself back.
Better to bite the bullet and learn what is involved with paid traffic and become adept at it. I say this because contrary to what people think, it is not that hard…
You may have noticed that this introduction is surrounded by two sources you can use to get started with your pay per click (PPC) advertising campaigns.
This tutorial will look at both of these advertising platforms, give you some good insight on how to get started properly, and then provide further training courses for each to really drill down and make you a competent PPC user!
Remember before you decide to click away from this training:
Paid traffic is simply the fastest way to get traffic to your promotions, offers, and products or services you are trying to sell for either a commission or income if what you are offering is your own.
It is not that hard to learn and use, and you can quickly start making money as opposed to organic traffic where it likely will take months to earn your first dollar…
Let’s get started on today’s tutorial so you see what I mean…
WHAT ARE PAID ADS AND WHY USE THEM IN YOUR ONLINE MARKETING PROGRAM
Just as with newspapers, TV, radio, billboards, vehicle wraps, etc. online ads offer a way to get whatever it is that you are promoting or selling out to the masses.
As with some of the advertising platforms mentioned above, it can be hard to measure the effectiveness of your ads. What are people looking at, what actions are they taking, how long do they look at your ad, etc. are all questions you have using these…
The two online platforms we will drill down a bit on today are Facebook Ads and Bing Ads. I chose these two because, in the online marketing world, they still represent the best value for the money and are the cheapest way to get your promotions in front of a lot of people…
Commonly in the IM world, this kind of online marketing is called “PPC” or pay-per-click ads. These are essentially targeted ads that you send out through the platforms that are presented to segments of interested people to get leads, conversions, and connections.
Used properly, PPC can work much faster than organic traffic to get you business. The operative words are “properly used” and therein lies the problem…Also this is where this training comes in!
You need to know what you are doing when using PPC ads, or you will lose a lot of money and not have sales or leads to show for all your work…
HOW TO CREATE STRONG AND POWERFUL ADS
It is so easy that many will ask again when I tell them what I have learned to now with PPC Ads…
The steps to get things in place may seem complicated, and perhaps a bit overwhelming, but many thousands and even millions are using PPC Ads to make lots of money.
Why not you?
What is that one word? Correlation…
If you can correlate with others to meet their wants, needs, and desires, while relieving their pain points through the solutions you provide, you will succeed using PPC Ads.
It is that simple…Really!
The MORE you can correlate your offers between what the prospects need and what you have, the more you will excel and succeed.
If you are new to PPC, use the information below plus the additional training offered, and start with small amounts of money you pay for ads…Remember this is costing you cold cash, and it will take some time to learn the ropes.
Remember this is costing you cold cash, and it will take some time to learn the ropes.
Once you have some ad campaigns that are working for you, THEN ramp up and start investing some of the profits back into more ads.
The important things to do with paid advertising are the same as with all mediums that you could select – you must plan, design, do the copywriting work and subsequent edits, and then test them to see how your ads convert.
There are some specifics that apply to online PPC ads that I want to mention along with the normal ones that you must consider as follows:
- Determining Your Target Audience Is Very Important
- Matching Your Ads To The Audience Is Very Important
- Keyword Research Is Essential For Effective PPC Ads
- Keyword Research Is Essential For Effective PPC Ads
- Setting Daily Spend Limits Is Very Important
- Following The Platform Rules For Your Ads In Important
- Testing is Essential To See What Works and Not
- Being Ready For Your Traffic (everything working?)
There you have it, in bullet outline, some of the basics…Now let’s drill down into even more specifics that you will need to consider for using either Bing or Facebook ads…
SPECIFICS ON PREPARING FACEBOOK AND BING ADS
The principles are the same, only the platform is different. There are some nuances working with Bing that you must be aware of and act on to have a successful campaign in place…
For both, you have to determine what your goals are for the PPC Ad campaign. Once you have that determined, next comes the marketing plan itself.
What kind of ad will you use, who will be the audience, and what keywords will you use in your ads to target these people? Will you want to capture their personal information, i.e. name and email?
If so how will you do that? What will you give them to get that information from them? Will it be a tool or an eBook or maybe a report?
Then you have to get all of your pages and banners ready…I mean that the landing pages, the links, the banners and everything in your funnel that supports the ad needs to be up and ready…
The next thing will be setting up for testing…Not to mention tracking of your ads and potential client’s actions using a neat little trick of a pixel code that you add in all your pages etc.
Here is a brief overview of PPC set up for Facebook…
There are a lot of pages and boxes you will go through to set the ad up, but no worries they can be completed quickly…
Remember that with your money on the line, you want to as much right (everything preferably) as possible as you set things up…
Facebook Ads can be broken down into three basic elements:
- Campaigns. This area includes everything you have added for all of your various advertising campaigns.
- Ad Sets. This is an area that delineates your various targeted audiences, each with their own characteristics.
- Ads. This is where the ads are found within the ad sets. Note that each ad set can hold a variety of ads, useful for testing to see which may be more effective based on varying colors, the copy, image variety, design, etc.
Choosing an Editor
There are two different tools that Facebook has available to create your ad. One is the Ads Manager and the other is called the Power Editor.
Depending on what you intend to do with paid ads on Facebook, one or the other may be better for your use.
The Ads Manager will work best for most people or companies. The Power Editor is a tool oriented more towards the larger advertisers who need more very precise management of their many campaigns.
Today we’ll focus on the Ads Manager as I am sure this will fit for 99% of readers.
Step #1 – Choose Your Objective
Ads Manager is designed to start with your campaign objective to focus everything that follows with your campaign creation. You have 10 different options to choose from for an objective.
When you have selected one Facebook will have a somewhat better idea of what are trying to do with your ads, and they can present you with the best options that include:
- Page Post Engagements
- Page Likes
- Click to Website
- Website Conversions
- App Installs
- App Engagement
- Event Responses
- Offer Claims
- Video Views
- Local Awareness
Depending on what you have selected more series of choices will present themselves. These will make the most sense in terms of achieving your objective.
Step #2 – Choose Your Audience
Depending on your experience level, you may have an idea of your target audience, or maybe not. If you do not have a clue, you will have to experiment trying several targeting audiences until you find the right one.
Facebook has a tool called an audience definition gauge to help you. It will take all of your selected properties to come up with a potential reach figure.
Depending on your objective, you can get as selective as you want. At times you may want a very specific and targeted audience over selecting a more broad one.
The options you have include a lot of variables…So drill down as much as you would like depending again on the objective…Home, parents, behaviors and etc. can all be factored in…
There is also an option to select a Custom Audience or one that you already have and want to use.
If you have a group that is working well through their taking action to your ads, you may want to save and use these audiences more than once. As you gain more experience using the ads you can quickly have your target audience together.
Step #3 – Set Your Budget
You can then choose to set up a daily budget or a lifetime budget.
Here’s the difference…
- Daily budget. Use this if you want your ad to run continuously throughout the day. Facebook will then pace your spending over the. The minimum daily budget for an ad set is $1.00 USD and it must be at least two times the cost per click.
- Lifetime budget. If you’re looking to run your ad for a specified length of time, select lifetime budget. This means that Facebook will pace your spend over the time period you set for the ad to run.
You can also use advanced options to specify a few things regarding your budget…
When do you want the campaign to start, do you want it to run continuously, or you can customize your start and end dates. You can also set specific hours and days of the week for your ads to run.
Selecting The Optimization plus Pricing
Next, you can choose or not choose to bid for your objective, clicks, or impressions. This choice will affect how your ad is displayed by Facebook and how you pay for it.
If you let Facebook control your bid, you’ll pay for your ad to be shown to people within your target audience that are more likely to complete your desired action, but Facebook also sets the maximum bid.
If you select manual bidding you will have full control over how much you’re want to pay per action. Facebook will still provide a suggested bid based on other advertisers’ behavior but you can go lower and see how it goes.
You can choose standard and accelerated delivery. Standard delivery shows your ads through the day, and accelerated delivery will allow you to reach an audience quickly, i.e. if you have a time-sensitive ad. To use the accelerated delivery you have to use manual bid pricing.
OK, now you are ready to add in your ads…
Step # 5 – Creating Your Ad
Depending on your original objective, you will create different kinds of ads. The appearance will differ based on that objective. Here Facebook will also help you out…
Facebook’s Ad Manager will suggest an option for you and then you make choices…Once you decide between the options you have, you can upload your creative assets.
Also, remember that for each type of ad you select, Facebook will require you to follow their certain design rules.
For single image ads here they are:
- Text: 90 characters
- Link Title: 25 characters
- Image ratio: 1.91:1
- Image size: 1200 pixels x 627 pixels. (Use a minimum image width of 600 pixels for ads appearing in News Feed.)
For multi-image ads (Carousel Ads) here are the rules:
Recommended image size: 600 x 600 pixels
Image ratio: 1:1
Text: 90 characters
Headline: 40 characters
Link description: 20 characters
Your image may not include more than 20% text. See how much text is on your image.
Note that the requirements mentioned above are for one category of ads…Each will have its own set of rules, so pay attention closely and follow the guidelines…
The next thing Facebook will ask you is to select an option for display as follows: Desktop News Feed, Mobile News Feed, and Desktop Right Column.
You have to know also that if your ad is not associated with a Facebook page you can only run Desktop Right Column ads. My suggestion is to create a page if you do not have one so you have more options on display locations
Statistics or Tracking Your Ads
Of course, you will want to see how the ads are doing once they are live…To help you in this regard you can use Facebook’s Ad Manager and if you have some outside marketing software it will help to have a second view.
Facebook’s Ad Manager has a dashboard that highlights among other things approximately how much you’re spending each day. It is organized by columns, and you can get numbers like the reach, frequency, and cost by ad…Easy…
Here are some of the key metrics to look for and what they indicate, right from Facebook:
Performance. Can customize further to include results, reach, frequency, and impressions
Engagement. Can customize further to include Page likes, Page engagement, and post engagement
Videos. Can customize further to include video views and avg. % of video viewed
Website. Can customize further to include website actions (all), checkouts, payment details, purchases and adds to cart
Apps. Can customize to include app installs, app engagement, credit spends, mobile app actions and cost per app engagement
Events. Can customize to include event responses and cost per event response
Clicks. Can customize to include clicks, unique clicks, CTR (click-through rate) and CPC (cost per click)
Settings. Can customize to include start date, end date, ad set name, ad ID, delivery, bid and objective
Your Outside Marketing Software
While Facebook does provide a lot of options and details for reports, and certainly there are a lot of steps to go through as you create an ad campaign, having some outside software can help automate the whole process and I recommend looking at some options…
Next, let’s have a look at Bing ads…
Using Bing Ads
As with Facebook Ads, there are a series of steps that you will go through to get your ads up and running. They do sound complicated at first glance, but I assure you they are nothing you cannot get through.
Actually, I find Bing easier to work with than Facebook, they seem to be a little looser and less stringent on all the “rules” for the ads and etc. But still…you have to get things right, for your own benefit…
Here is a brief outline of the process:
First of all, I would recommend that if you are not using any support from Bing to get started doing so….It is easy and will help your overall marketing program.
Here are the two easy steps to getting a relationship in place:
Step # 1 – Submit Your Website to Bing
Know that Google is the best search because they know how to find content and do so very efficiently. Bing & Yahoo, on the other hand, are slower and sometimes it can take quite a bit of time to index sites.
Bing & Yahoo, on the other hand, are slower and sometimes it can take quite a bit of time to index sites.
If you let Bing & Yahoo know about your website through their “Submit Site Url” page it will help…
Here is the link: