By Ryan Englin, CEO of Inspire Business Concepts
Getting the right customers to call you requires the right messaging, and the right messaging needs to be on the right advertising platform.
Also consider that advertising will boost your brand’s recognition, even if it doesn’t net you a bunch of new customers. This recognition could be valuable in itself.
Online advertising can be a great addition to traditional print or media ad campaigns; it can be easily, and quickly updated, it’s very easy to track what is working and what is not, and you can control your advertising budget one day at a time.
However, there are some things to consider before you get started.
1. Commit To A Budget
It will take time to get it right. We recommend committing to a budget for at least 90 days.
Too often we see business owners get scared when the phone doesn’t ring immediately. By committing for 90 days, it’s easier to wait out those first couple months while you’re testing to get it right.
Be careful with early successes too. We’ve seen campaigns get incredible results immediately and later slow down.
By committing to a budget, you’ll be able to work through the ups and downs of starting a new campaign.
2. Know Your Audience & Your Offer
Too often we see ads promoting a product or service without any consideration for how your customer is searching.
If you’re using Google Adwords, what keywords should you be showing up for? This goes beyond a basic keyword list for your product or service.
For example, if you provide auto repair services, make sure your keywords match the language your customers will use when searching for auto repair. Of course “auto repair” should be a keyword, but so should “my air conditioner in my car isn’t cold,” or “my engine is making a squeaking sound.”
With the right keyword list, you’ll make sure to keep your ad costs down and your results up.
3. Track Everything
Once your ads are up and running, you need tracking systems in place.
If your landing page has a phone number, you should have call tracking to know how often the phone number results in a conversion.
If your landing page has a form, you should have a way to track how often those requests turn into revenue.
Oh, and you should have a landing page separate from your website. Without a landing page, it’s tough to tell what’s working and what isn’t.
With good tracking systems in place, you’ll be able to make better decisions about the changes you need to make.