If you’ve never tried paid advertising or have in the past with less-than-ideal results, it can feel overwhelming. However, with a clear strategy and preparation, paid ads can become a powerful tool in your local marketing efforts. In this blog, we’ll guide you through three essential steps to help entrepreneurs set their business up for advertising success before launching their next campaign—whether it’s your first time or giving it another shot after a disappointing experience.
1. Measure Twice, Cut Once
Before diving into any advertising campaign, having a clear plan is crucial. Establish your campaign objective, budget, and ad content before investing money. What do you want to achieve? More website traffic? More leads? More in-store visits? Answer these questions to shape your campaign goals. For example, a local veterinarian can run a campaign to attract new pet owners in the area for their first-time pet checkup offer. Their objective could be to get 50 new bookings, and their budget should align with the cost per click or lead. By defining the goal and understanding its costs, the vet can ensure that the campaign remains cost-effective and targeted.
Once you have a goal, set a realistic budget and ensure your ad content aligns with it. This approach avoids wasted spending and ensures your ad dollars work toward specific outcomes. To help you plan your ad strategy, download our free Mastering Local Marketing Workbook!
2. Don’t Launch to a Cold Audience
Launching a paid ad campaign without warming up your audience can lead to missed opportunities. Before investing in ads, generating organic traffic by posting on social media, sharing updates, and engaging with your followers is important. For example, if you own a construction business and haven’t posted on your social media or Google Business page in a while, start by sharing recent projects, customer testimonials, or special projects. This helps reintroduce your business to your audience and build interest. When your ad eventually launches, your audience will already be familiar with your brand, making them more likely to engage with the ad and take action.
3. Optimize the Destination Before You Launch
Before you launch your ad, ensure the platform, page, or link you’re directing traffic to is optimized for conversions. Whether it’s your website’s landing page, an online store, or a lead form, ensure it’s user-friendly and easy to navigate. One actionable step you can take is to simplify your call-to-action (CTA). Make it clear, concise, and visible, such as a “Book Now” or “Get a Free Quote” button prominently at the top of the page. Avoid clutter and keep the page focused on the goal of converting visitors. A poorly designed page with unclear messaging, slow load times, or a complicated checkout process can turn potential customers away. Your ad might do its job in generating interest, but it’s the landing page that will determine whether that interest turns into conversions.
Unlock the Power of Paid Advertising
Paid advertising can be a game-changer for your small business when executed effectively. By carefully planning, building organic interest, and optimizing where your ad traffic leads, you’ll set yourself up for success. If your past advertising efforts didn’t deliver the results you hoped for, these strategies can help you turn things around and maximize your ad budget.
Need help planning your next campaign or optimizing your website for conversions? Reach out to us! We’re here to assist you every step of the way. Don’t forget to download our free Mastering Local Marketing Workbook to help you confidently plan your next advertising strategy!
