The other day I received a call from a prospective client looking for information on why her marketing efforts were not generating traffic to their site. We discussed their efforts and what tools they were using. Its interesting and exciting to see so many entrepreneurs are starting up their own businesses and taking on the challenge.
During our conversation she mentioned spending much money on search engine advertising but still did not receive what she was expecting in return. We discussed the a few ideas that might help out.
When spending funds on digital marketing campaigns a few key elements are important to remember. One being what is your target marketing, two being where are these individuals and three being is the marketing campaign right for your type of industry.
Your target marketing is simply who your trying to sell your product or service to. This could be anyone that might use what your selling. But just because someone is willing to purchase your item does this mean they are your prime target market?
Not all people that are interested in what your selling are always a good fit to be your customer. Similar to how window shoppers are at some stores. They might be interested in taking a look maybe purchasing something small but not enough to create a profit. Your prime target market customers are people that want to purchase your entire store. The people that wear the same clothes your selling or use the same material you use on your projects. Even people that are interested in the same ideas as your company and visit stores, website and social channels related to yours. These are the people you need to know how to find. This is the first step.
Finding your clients
The second step is to find out where your customers are. What sites they visit? Where they shop? What their interests are? Who they associate with?
Once you know more about your prime target market customers you can narrow down where to place your ads online. One of the biggest issues I see is customers using too broad of audiences when creating digital campaigns. The issues is when we don't narrow down our audience and publish a campaign live we attract both interested and uninterested people.
Audiences are groups of people within a specific group. For example people interested in music may be an audience, or people interested in home repair could be another audience. There are different types of audiences as well. Not only people that are interested in a sector but also people looking to purchase in a sector. For example one group of people interested in home improvement ideas and another group of people ready to purchase services to have a renovation done to their home. Even though both are within the home improvement sector they have different intentions. This could impact your return.
Finding your clients is not only learning what audience they belong to but also doing the work to create a study on where to find these people. Even though the digital world is expanding, the old way of doing things is still alive and well. Surveys, booths, newspapers and even mailers can give you data into the what, when, where and how your customers would purchase your goods or services.
Is this a good Campaign?
The hardest struggle is knowing if a campaign is right for your business. Not all campaigns are created equally and if not researched appropriately could cost you funds with little to no return.
Now, I always tell my clients the same thing before starting a digital ad campaign.
"There is no guarantee of a return"
Many marketers have a tendency to showcase their ability to bring in a high ROI (return of investment). I'm not doubting they can't, I'm simply saying personally I suggest the data I provide is accurate. Your return is not only based on how well your search campaign is created. Its also based on various other elements of your campaign as a whole.
Here are a few elements that can affect your performance:
Selecting the right target audience
The demographic of your audience
Your user experience on the company website
If your using a landing page
The loading speed on your website
The promotion or actions available to your clients
What your selling and if it fills a need in demand
The tittle/Header, description, urls, call to actions etc. on your ad
The day of the week and the time of day.
The type of ad you publish. (search, display, video, shop etc.)
Since there are many types of ads to create you might wonder what ads are right for you. Depending on your industry one may perform better than another. For example since the demographic for some social media platforms are younger than others it may gear towards that specific target market. Another example is the local newspaper. This type of advertising tends to gear towards an older demographic. If your selling to a younger crowd you might not get as much traffic as advertising on that social media channel.
Keywords and Negative Keywords
Lastly is about keywords. Often I get asked whats the different between the two. Simply a keyword is for attracting and the negative keyword is for blocking or preventing. When creating a digital campaign if the campaign allows for positive and negative keywords you would use them accordingly. For example if you have a plumbing company and need to publish some search ads keywords that may be appropriate are; plumbers, remodel, kitchen, bathroom, sewage, drain, handyman, water etc. And negative keywords could be; painters, electricians, carpenters, etc.
In addition to keywords there are various ways to introduce phrases that help narrow down qualified clients. Since you are spending funds on these ads you may only want qualified prospects clicking on your ad. Introducing well thought out phrases can increase the chances of placing your ads in front of only interested people. Phrases can include things like; plumbers near me, water heater repair, copper re pipe, local plumbing contractor etc.
Digital ads can benefit your company but can also be costly. Some clients of mine opt to utilize the benefits of online advertising and some prefer to give it a try themselves. My advice is always to do some research if you attempt to give it a try. I believe education is always important and if your tech savvy a little reading is always good. Many of the platforms used for advertising usually have free seminars to learn about how their programs work. You can also look up many online videos by doing a quick search. Simply type in the name of the advertising software along with "tutorial" at the end and grab something to snack on. if all else fails we can help.
Good luck on your business and remember to take time for yourself to enjoy each day.