Chapter 11: Paid Advertising

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What Is Paid Advertising?

We are so familiar with paid advertising that we may not even realize that someone is paying for it. From the commercial slots on television to the ads before a YouTube video, the banners on web pages or the full-page spreads in magazines, we are surrounded by advertising, almost all of which is being paid for.

Perhaps the most common paid advertising is banners placed on the top, bottom, or sides of web pages. Other types include billboards, outdoor banners, decals, newspaper advertisements, radio or television time, and many different types of signage. Even that person walking around in a clown suit or wearing a board is being paid to advertise something.

Paid advertising has a long history, going right back to the invention of mechanical printing and even before that. The ancient Egyptians, Greeks, Romans and Chinese all used advertising to encourage sales. Print advertisements first appeared in newspapers and magazines in the 19th century, often selling remedies like snake-oil, or other miracle cures, as well as household items and the latest inventions.

Radio – and then television – opened new channels for advertisers, and the motor car and highways created the billboard. Neon lights paved the way for paid signs, such as are seen in Times Square, NYC, and more recently, large outdoor screens create new opportunities for creative advertisers.

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Although widely used, and dismissed by some as outdated, paid advertising continues to surround us in new forms every day, and most importantly, still sells products and services produced by a myriad of companies, both big and small. Sometimes the term ‘earned’ advertising is used to distinguish those situations where your company is advertised at no cost by – for example, reviews or an article in a local newspaper – from situations where you directly paid for it.
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Why Is Paid Advertising Important?

Paid advertising does indeed surround us. Because of this, we have become in many ways immune to it, or at least we think we have. Certainly, it has become harder to reach consumers through traditional advertising techniques, and we have spent a large part of this course looking at how to reach out to your existing and potential customers through many different alternative methods. However paying for advertising can still be the right thing to do in many circumstances, and for a variety of reasons. Big corporations spend tens of millions of dollars on lavish paid advertising campaigns, so you can be sure it still works. You may have heard paid advertising described as ‘no good anymore’, but if that were true, those corporations certainly would not be spending that money.

Of course, if you are a typical small business you will not have a large budget for advertising, and it can be tempting to rely entirely on other, less expensive, but perhaps more creative approaches to building your customer base. Earned advertising, such as reviews, as great, but you have no control over what is written. It may not emphasize the qualities you want to promote, and worse, it may highlight things you would rather not be spread around.

Using a public relationships method, like getting a local TV station to cover the opening of your new restaurant, is good too, but you have no control over what they finally show, how they ‘spin’ the item, at what time it is aired, or how frequently it is shown. You can put a lot of time and work into getting such a news item, only to have it ignored because some new breaking story pushed it aside.

So these methods may cost you little or nothing, but they have their limitations and there are several reasons why paying for advertising can be the right thing to do:

  • Exposure – A paid advertising campaign, even a modest one, will typically put your company in front of many more people than the available free forms of advertising. For example, a television commercial is bound to reach a wider audience than social media typically does.
  • Branding – Paid advertising is a great way to develop your brand. Because you have precise control over the graphics, the message and the medium, you can tailor every ad exactly to the demographic you want to reach, in a format that will appeal to your ideal customer. A consistent style in advertising will build a very strong brand for you.
  • Brand Recognition – Getting your name out repeatedly to the largest possible audience is the best way to increase the recognition of your brand. Paid advertising, with its wider audience reach, also spreads you around and makes you, if not a household name just yet, at least give you a chance for – Oh yes, I know that company!
  • Public Relations – Because you control what goes into the public eye about your company when you used paid advertising, you also have better control over what is said about you, so that the right, positive and branded message is spread – not an unwanted or negative image.
  • Immediate Results – With paid advertising, especially online, you can get your ad up in a matter of hours. This means that you can take advantage of some current favorable circumstance, or get a promotion out fast, when you need to. Earned advertising can take days, weeks or months to show results.

Lead Generation with Paid Advertising

Lead generation has two parts. Firstly, you need to stimulate interest in your products or services. Most – if not all – of the things we have discussed in this course are ways of doing this – getting your company in front of the public and making them aware of your existence. The second step is to capture that interest, and have potential customers enter the first step of the sales pipeline, which will ultimately end in an actual sale.

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Marketers often make a distinction between inbound marketing and outbound marketing. Inbound marketing is about raising awareness of your company, exposing your brand, and creating preferences that will pay off when a person actually decides to make a purchase of the kind of goods or services you offer. So branding, PR, social media, blogs, etc. are all very important parts of your inbound marketing to generate future leads.
In the rush to take on new forms of inbound marketing, outbound marketing has been left behind – at least by some marketers.

Nevertheless, outbound marketing is still important because it reaches out directly to potential customers. The goal is to give them your message, and to amplify your inbound efforts, as well as to target specific opportunities.

From what we covered earlier, you can perhaps see that outbound marketing needs the specific benefits of paid advertising – exposure, control and immediacy, so paid advertising is the best form of outbound marketing available. You can create the essential ‘wow’ factor that turns a potential buyer into an actual one, and turns indecision into action. A paid advertising campaign generates leads all on its own, beyond all your other marketing efforts. Consider it as something separate from you other activities, but of great benefit to them. Each one benefits from the other, and you cannot afford to neglect either of them.

Six Steps to Creating a Paid Advertising Campaign

Step One: Define Your Purpose

Every campaign has a purpose, and you must define yours before doing anything else. There are many reasons for launching a paid advertising campaign.

Here are just a few ideas of what yours may be:

  • Further your company’s branding and/or image
  • Increase sales – this may seem obvious, but it can often times be forgotten in the excitement of planning a campaign
  • Collect more page views and sign ups on your website, blog, etc.
  • Increase your likes and follows on social media
  • Extend your company’s reach, or simply put your company out in the public eye more. This gives your company a chance at more recognition
  • Position your company as an expert in your field
  • Negate any bad press you may have recently received
  • Maintain better control of what information is being said about your company

Your purpose may include one or more of the above items, or it may include items not listed out here. Every company is unique, so the exact reasons you launch your paid advertising campaign should be just as unique.

Step Two: Do Your Research

There are two important things you need to research before launching your campaign. Firstly, you need to figure out your target audience and second, decide which forms of advertising work best for that target audience.

Identify Your Target Audience

If you have any other forms of marketing in action already, then you probably have a good idea of who your target audience is. If you don’t have any other forms of marketing going right now, this is the time to figure it out.

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Here are a few things to think about when determining who your target audience actually is:

  • How old is your target audience? Begin by seeing if anyone has previously researched
    your product or business niche – they may already have found out the demographics for products and services like yours. Check your own reviews, and general reviews in your business niche – you can often determine the demographic by the writing style and comments made. Put all of your research together to find your answer. Sometimes a little common sense can also help you to determine this. If your products are toys, you will be targeting young children. If you are marketing lingerie, your target audience is mainly women over the age of eighteen.
  • Are you targeting just one gender, or both genders equally?
  • What income range are you targeting? Think about whether the services or products you are offering are easily affordable for all, or high-end. The term “high-end” refers to things that are expensive and out of the price range for individuals making less than fifty or sixty thousand dollars a year.
  • Is there anything special about your target audience? Anything ethnic, cultural, or related to a specific career or business is considered a targeted product.

Decide Which Forms of Advertising Are Best for Your Audience

This can be a little trickier than figuring out who your target audience is. It is far from impossible, however. Lots of information out there can guide you in choosing the right outlet for your particular demographic.

Here are a few tips and tricks that can help aid you in determining which forms of advertising are most effective for your target audience:

  • Local businesses, serving a smaller target area, may do well with newspaper ads, local television commercials, and billboards positioned within their target area.
  • Nationwide businesses may do well with billboards in multiple locations, nationwide television commercials, and radio shows.
  • The vast majority of businesses can benefit from online advertisements and decals.
  • Use polls to find out where your target audience is finding most of their purchasing influence and information on new products or companies. Polls are an invaluable tool in all marketing campaigns as they give you information directly from the customer.
  • Online searches can help you figure out what might be best for you. Look at previous research done by other companies, if applicable. Also, check review sites. Many of these sites not only help you identify your target audience, but also may tell you where customers found out about products or companies similar to yours.
  • Look at your budget. Certain types of marketing may be above your current budget allowance. You don’t want to stretch your funds too thin, so immediately rule those out.
  • Take a good look at the marketing team you have assigned to work on your paid advertising. Think about what their strengths and weaknesses are. A good team will make this easy by being forthcoming about these things. If you create an atmosphere of sharing that is non-critical, your team members will find it easier to share their weaknesses, and not feel they should exaggerate their strengths. It always makes sense to play to the strengths of your team, rather than force them into something that they do not excel at.
  • Think about what you would like to accomplish with your paid advertising campaign. Maybe you want to increase sales, further branding, gain a larger primary audience on your social accounts, or simply put your company more in the public eye.
  • Older audiences are more likely to respond to physical forms of advertisement. Many do not spend any time at all on social media and only limited time on-line.
  • Younger audiences on the other hand are more tech-savvy and so are more likely to respond to online advertisements. Many never watch TV or read physical newspapers or magazines.

Step Three: Determine Your Budget

A budget is incredibly important when setting up your paid advertising campaign. Note the word ‘paid.’ This means that each item you execute as part of your plan will cost you money. Without a solid number for your budget, you could end up making mistakes that will cost you more money than you actually have.

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The actual budget available will obviously vary from company to company. Look at your finances and decide how much you can reasonably invest in paid advertising. Do not just come up with a general idea of what you might have available. Come up with a solid number and make yourself stick at or below this for your campaign.

You may come up with a weekly, monthly, bi-monthly, or yearly budget, depending upon your personal preferences. One last thing to keep in mind is that it is better to underestimate your available funds than to overestimate. When you are in doubt, choose the smaller number. Your bank account will thank you for it!

Estimating Your Advertising Budget
There are several ways to come up with the right amount to spend on advertising for your company, but here is a good one that will certainly give you a figure to think about, and might also give you some other insights into the finances of your company.

  • Step One: calculate what you think your gross sales will be for the coming year. If you are a new business, then this step will involve some careful guesswork. Be realistic and conservative, rather than wildly optimistic and overly hopeful. If you have been in business for a while, use the figures for your previous years, plus a little for growth. Notice that this is your gross sales – the total amount of money you take in before paying anything out. If you sell widgets for $80 each, and you expect to sell 1,000 in a year, then your gross sales are $80,000.
  • Step Two: find your markup. Your markup is your gross profit as a percentage of the cost of your goods or services. It is not the same as your margin. With your widgets, you pay $50 for each one, and sell them for $80. That means your gross profit is $30. As a percentage of your cost, your markup is 30 ÷ 50, or 60%, but your margin is 30 ÷ 100, or 33%. If you have different markups on different kinds of goods, take an average of them all.
  • Step Three: take 10-12% of your gross sales and multiply by your markup. Do this for both 10% and for 12%. That way you will have a range to work with.
  • Step Four: deduct the annual rent of your business premises from each of these figures. The resulting two numbers are the minimum and maximum annual budget for the year.

Some marketers try to take a short cut, and just take 5-7% of gross sales as an advertising budget. This dangerously does not take into account of your markup (and therefore your profit margin, or the size of your overheads. Think for a moment and you can see that if your rent is higher – and rent is a big part of your overheads – then it reduces the amount of money you have left available after you pay for the cost of the goods you sell. Therefore, you must take into account at least the major part of your overheads, rent, to have a realistic and safe figure for your advertising budget. The simple method shown here will give you that safe and realistic figure.

Example

I sell $500,000 worth of widgets each year. 10% of that is $50,000, and 12% is $60,000. My markup is 60%, so 60% of each of these figures is $30,000, and $36,000. The rent on my space is $800 per month, or $9,600 per annum. When I deduct that from my figures, I have (30,000 – 9,600 = $20,400) and (36,000 – 9,600 = $26,400). So my annual advertising budget should be between $20,400 and $26,400 per year, or $1,700 and $2,200 per month. I would probably set it at $2,000 per month, to give me a small margin of safety.

One last thought. If this calculation leaves you with no budget for advertising, you are probably paying too much for your premises and should downsize right away.

Step Four: Choose Your Medium

There are many different ways to put out your advertisements, and as the saying goes – the medium is the message – so the form you use has an impact on the power of your ad. Choosing the medium for your advertisements needs careful thought. Obviously, budget is a big part of that, because cost varies greatly for different kinds of ads. Your budget may just put some media completely out of your reach, so be creative and move on to something else. Even if you have the budget, different media and formats are best for different goals, so consider how well a particular type of advertisement is going to achieve the goals you have set yourself. Let’s look at the possibilities, and how to best use them.

Online Advertisements

We will start with the different kinds of online paid advertising, since many companies focus their efforts on the on-line environment. You can choose from many different types of of online advertisements.

Here is a brief listing of the most common forms of digital advertising:

  • Pay-Per-Click – Pay-Per-Click (PPC) ads are found on websites, as well as search engines such as Google, Yahoo or Bing. There is no cost for the ad itself, just when someone clicks on it – which generates a small cost. The amount you pay is called Cost-per-Click (CPC), although sometimes this term is used for the type of ad itself. On search engines, your ad appears on the results page when keywords you have chosen are used in a search. This way you are only paying when someone with some interest in your company reacts to your ad, rather than paying a lot for an ad that is seen by everyone, regardless of their interest. Popular search words are more expensive that more specialized and less-frequently used ones. This is one of the most popular forms of online paid advertising, but it doesn’t do very much for the general branding of a company. If you simply want to get people to your site, however, it is the best choice for you.
  • Affiliate Marketing – When you use affiliate marketing you are paying your current customers to bring in new customers. You may have people post links or ads on their pages or you may simply have them refer their friends to you. When a person successfully brings in new business, you pay them or reward them with a set amount. This is an affordable and easy way where you pay only for actual results instead of possible results.
  • Content Syndication – You can also pay to have your content posted on someone else’s website. If they have a lot more traffic than you, this can be a good way to attract more people to your website or blogs.
  • Fixed Cost – Fixed cost ads are available on blogs, websites, online newspapers, online magazines and other sites. Here you pay a fixed amount of money to have the advertisement of your choice run for a set amount of time. The length of time you can place your ad, and the costs involved, can vary greatly from one site to another. For this reason, it is a good idea to shop around before jumping into any fixed cost advertisement.
  • Cost Per Mille – ‘Mille’ is the Latin word for thousand and with this kind of ad – usually called CPM – you pay every time your ad is seen by someone – called an impression. In other words, how many times your ad was displayed, for example when people went to a particular web page. [Notice this is not the same as reach, which is the number of different people who saw your item.] For every thousand people that see your ad, you are charged an amount of money that’s been pre-determined when setting up your campaign.

OF NOTE: Be sure to read the fine print before setting up this type of campaign. Some CPM advertisements charge you for every impression, whether or not they are new. Others will only account new impressions in this thousand, so really they are counting ‘reach’. This form of paid advertising is great for general company branding.

Physical Advertisements

Some smaller businesses may not be ready to move forward with large-scale physical advertisements, but there are many small-scale forms that are often overlooked.

  • Decals – These are a wonderful place to start for smaller companies. Decals are often large in size and placed on company and/or personal vehicles. These large-size decals may encompass a window on the given vehicle, or even the entire side. Every time your vehicle is on the streets, including when it is simply parked, it is advertising your company. You can also hand out smaller decals at conventions, events, and at your stores. Customers then have the option of placing these on their vehicles or somewhere else of their own choosing.
  • Buses – In many cities, you can place advertisements on the sides of city buses. These can be small, or they can cover the whole bus.
  • Billboards – There are still a lot of billboards around, and you can buy advertising space on a specific one, or on a large group for a broader campaign. These may be large permanent structures or smaller portable signs, like what you see at strip malls. Look on the billboard for the name of the company that owns it and contact them for information on their rates.
  • Banners – Printed banners can be hung in front of a store, or put up at events as a form of temporary advertising.
  • Street Furniture – In many cities, you will see advertisements on benches, bus shelters, trash bins and other items on the street. These too can be a great way to get your name out and increase brand recognition. Costs are often quite low.
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  • Television Commercials – On national networks, these are expensive, and require significant costs for production too. However local stations will have much lower rates, and innovative ads – voice-over on a static sign for example – can be made at relatively low cost.
  • Radio Time – This is a much cheaper option than television, especially for local stations that may in fact have a significant number of listeners. Production costs are low too, since you only need a script, a good reading voice and perhaps some music or sound effects.
  • Newspapers and Magazines – Ads in newspapers and magazines can be very effective, especially if your audience reads them. Local newspapers offer very good rates for ads, and may run a story on your company if you buy advertising space. If you market something specialized, then magazines aimed at the same specialized audience are obvious places to position ads. If you see what special features are being run in various magazines, you can place ads in the optimum issues for your audience.
  • Product placement – Depending on what you sell, offering samples as props for film making is possible. There are specialized agents who will help get your products placed in movies or on TV. Consider local theatre groups too, who may not even charge to use your products in their productions.
  • Flyers – You can distribute flyers in mailboxes yourself if you are just getting started, or ask your family or friends to do some. Stand outside events and hand out your company flyer. Try to find events that are relevant to what you do. If you have a restaurant or take-out round the corner from a movie theatre, handing out flyers as people leave could bring you a lot of business. You need to be creative and innovative to get the most out of this kind of advertising.
  • Direct Mail – Some people think this is old-fashioned, but everyone still has a home, and if you have a good address list of clients or leads, direct mail can reach out in an effective way. Use good quality stationary and make it look personal, that way you have a much better chance of the recipient opening it.

Timing

If you are running physical ads in various locations, or using different forms, then use a calendar to organize when they run. Although blanket advertising (putting multiple ad forms out all at the same time) can work, you might be better spreading your budget around over a longer time frame and just making sure you have at least one type of paid advertising running at any given time.

Step Five: Create Your Plan

You’ve done your research. Now it is time to put that research to work and formulate a solid plan for your campaign. Think first about your online advertising, as this tends to be the most cost effective. Then you can think about physical forms of paid advertising afterwards.

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What Is Paid Advertising?

Start with a calendar that offers you plenty of space to write in for each day. You are going to use this to plan your paid advertising.
To do this successfully, the first thing you’ll need to do is fill those pages with is your online advertisements. Placing online banners on social media and search engines is a great place to start. You may also want to look for blogs and websites in your business niche that are offering paid advertisement space. Look at your budget and calculate how much money you can spend, either by day or in total. Now split that number up between the sites you have decided to advertise on. Take notes on how long each individual advertising campaign is going to last, and at how much it is going to cost.

Planning for Maximum Effect

Creating your paid advertising campaign might seem difficult at first, but it is actually simple. Once you have defined your purpose and completed your research, you have already done most of the work.

Here are some things you should keep in mind to achieve maximum results:

  • Use Appropriate Keywords – When setting up a Pay-per-Click campaign, make sure you are bidding on entirely relevant keywords. Do some research and find the best ones for your industry niche, and you in particular. You will be wasting money if you bid on irrelevant words, as obviously these will give you fewer conversions.
  • Put Effort Into Every Aspect Of Your Campaign – Your content is vital, just as vital as your overall planning. You need attention-grabbing headlines, superb content, and the highest quality images.
  • Be Unique – The more you are able to stand out, the better. If your advertisements stand out to the customers, they are more likely to remember you. Always be special and you will succeed.
  • Remember Your Goals – Keep your target and purpose at the forefront of your mind when setting up each individual campaign. If you lose track of it you will get confused and produce a fuzzy, less effective campaign.
  • Create Unique Landing Pages – Having a special page where people arrive from your advertisements is a good idea. That way you can give them exactly the right initial impression, especially if your ads are targeting a particular sub-group of your target audience. Make sure there is then a clear link to the home page, and the page of the products you are marketing. This may take some extra work, but do not be afraid to put a little extra work into your marketing, because it will mean more conversions and a higher chance of successful sales.
  • Update Regularly – Continually update your landing pages and advertisement copy for the best optimization. Never allow things to grow stale.

Step Six: Execute Your Plan

This might seem straightforward, and it is, since you have already created your plan. However many people do slip up in one way or another with their execution. For this reason, here is a summary of the steps you need to take. Follow them carefully to make sure your plan takes off exactly as you planned it.

  • Start At The Very Beginning – Set up the individual campaigns based on the dates you have each one beginning. Do the online advertisements first, and then follow up with the physical advertisements. If you are only doing one type of advertising, then of course there is no need to worry about which you will do first.
  • Double-Check EVERYTHING – After you complete the setup, go back and double-check that all of the dates, balances, and other data are correct. Check them off your setup list as you go. As each individual campaign begins, check it once more for accuracy. Continually check all of your paid advertising to make sure it is running as planned.

The main problem most people have is that either they over-think things, or they jump around in their schedule. It is imperative that you gradually work your way forward, always starting at the very first date of your campaign.

7 Tips for Success

To ensure the highest level of success from your paid advertising campaign, you should utilize the following quick tips for success:

  1. Remember to set up your campaign from the first date to the last date. Do not jump around because this may lead to confusion and errors.
  2. Keep your target audience in mind for all advertisements you put out. Think about what they would want to see or would like to know about.
  3. Perform new research each time you need to update your campaign. This way your campaign does not grow stale.
  4. Begin with a smaller campaign if you are a beginner. Having only one form of paid advertisement running at a given time is ideal for the beginner. Then you can add complexity to the campaign in stages as you become more experienced.
  5. Make sure your copy is accurate, unique, and informative. Since you are paying for the exposure, it is even more important than normal to present the best copy possible. ‘Copy’ is marketing speak for the text used in your advertisements.
  6. A good landing page is vital when using online paid advertising. A landing page is a place somewhere on the web where a person will land when they click on your advertisement. This is typically a place on one of your social accounts, blogs, or website. Landing pages need to be relevant, high quality, and full of useful information to maximize their effectiveness.
  7. Mix online and physical advertising for the best paid marketing campaign possible.

4 Things to Avoid

You want the greatest success possible in your paid advertisement campaign, so avoid the following things at all costs:

  1. Inappropriate landing pages: for example, it would do you no good to run an advertisement about purses, yet have a landing page showing sporting goods.
  2. Copied content or copyrighted images: this not only hurts the idea that your company is original, but it can also lead to serious legal issues.
  3. Failing to conduct new research: re-using the same information and techniques too often will make your campaign grow stale.
  4. Failing to consider your target audience: when developing a new ad campaign, remember that everything you do is about your audience. It has nothing to do with your own likes or dislikes.

Your Top Priorities

Not every company or individual has unlimited time to dedicate towards their paid advertising campaign. If you have a limited time each day, you may be wondering what your top priorities should be.

If you have only five minutes each day to work on your paid advertising campaign, here are your top priorities:

    • Monday, Wednesday, Friday

    • Briefly check your ongoing campaigns to see if they are running effectively. (Estimated Time: 5 minutes)

    • Tuesday, Thursday, Saturday

    • Track the success of your ongoing campaigns. (Estimated Time: 5 minutes)

    • Sunday

    • Briefly check campaigns which are coming up, to ensure all of the details are in place. (Estimated Time: 5 minutes)

Although these are the items to focus on if you have only five minutes a day, a much better solution is to outsource a few additional items. As in all other aspects of business, the more work you can put towards your paid advertising campaign, the better your results are going to be.

Getting Professional Assistance

Outsourcing is a popular way to get more work done for less money and in a shorter amount of time. With a professional, you will receive higher quality work with a smaller margin for errors. You should also encounter less stress in your life because you know that everything is being done correctly.

Here are some professionals that you can hire to give you a top-notch campaign:

Graphic Designer
Graphic designers are an integral part of your campaign. They are able to create high-quality graphics for you to use in your advertisements. Remember that having visually appealing advertisements is vital. More than anything else, the visual aspects are what initially draw customers to your advertisements, so that they then read the copy you have provided.

Advertising Specialist
The reason for this addition to your team should be obvious. An advertising specialist will be able to guide you in your campaign. With the expertise of a professional by your side, you campaign has a much higher chance of successful. Best of all, most of the guesswork will be taken out of the picture.

Researcher
Hiring a professional to help you a few hours each week with the research necessary in your paid advertising campaign can save an enormous amount of time. It can also help your company keep its edge and stay ahead of the competition.

Management
As the owner of a business, your time is probably already filled with a thousand things you need to do. Hiring someone to manage your paid advertising campaign just makes sense. They can gather information from each individual worker and bring it to you at a single meeting. Allow your manager to handle all of the day-to-day stuff so that you only have to deal with the big stuff – if and when it happens.

When Will I See Results?

The results your paid advertising campaign delivers depend on the forms you decided to use. Larger scale items, such as billboards or nationwide television commercials, will show results quicker than small-scale items, such as decals or local newspaper advertisements. With all types of advertisement, however, you should begin to see minimal results within two to four weeks. These results may include more recognition, expanding your primary audience, more followers on your social media accounts, and better branding. Optimal results, which include an increase in sales, should be seen within three to six months of launching your campaign.

How to Measure Success

You can measure how successful your advertising campaign is with a number of different metrics. Which you use will depend in part on the goals of your campaign, and the medium you used.

Here are a few items you can use to help gauge the success of your campaign:

  • Analytics for online advertisements can be extremely useful. Analytics can tell you how many people have viewed your ads, how many times people have actually clicked on them, and where the views and likes are coming from.
  • If your sales are rising, you can assume your campaign is successful.
  • Reviews left about your company. Good reviews, of course, mean success, while bad reviews mean you need to improve something.
  • Social likes and follows. If you see a steady rise in the number of likes and follows you receive on your social networks, this means you are seeing some type of success.
  • Check the page views for the landing pages used in your online advertisements. If possible, you may want to check the average amount of time those people spent on the page. This can help you gauge how well your website is helping to engage users once your ads bring them to your site.

Summary

In this section of the course, we covered the following topics. Make sure you understand them all before moving on to the next section:

  • What is Paid Advertising?
  • What is Paid Advertising important?
  • Lead Generation with Paid Advertising
  • Six Steps to a Paid Advertising Campaign

    • Define your purpose – have a clear goal in mind
    • Do your research – get the facts, nothing but the facts
    • Determine your budget – how much is in the bank?
    • Choose your medium – there are lots of possibilities
    • Create your plan – put everything together perfectly
    • Execute your plan – get the show on the road
  • 7 tips for success
  • 4 things to avoid
  • Your top priorities
  • Getting professional assistance – why professional help pays for itself
  • When will I see results?
  • How to measure success

Conclusion

Paid advertising is a viable form of marketing. If executed properly, it has the potential to increase sales, increase social media followers, increase your branding, and gain your company more recognition, as well as increase sales. For the most effective paid advertising campaign, be sure to utilize the above tips and steps. If you do so, you will soon be able to see the results of your hard work.