Advertising is crazy important these days. It’s no longer enough to just “do inbound” and hope customers find you. You need to have a seriously dialed-in digital advertising approach too. We were just talking about this on Friday in TDC’s Facebook Group.
But, dialing in your digital ads is easier said than done. According to research from Disruptive Advertising (at 5:41 of today’s Listen), 76% of ad spend produces zero results. Not one single conversion. But, it’s not all bad news. Jacob Baadsgaard is here to get your Facebook and Google ads on track…right now.
Gonna jump straight to the good stuff:
- (7:04) You should simplify the heck out of your advertising. On Adwords – only focus on the keywords that actually convert. On Facebook – only run ads to audiences that actually convert. We’re talking about conversions, not clicks here.
- (10:38) In Adwords, break your advertising down by device type. You need to have a mobile-specific strategy. Sometimes, it might make sense to turn off mobile ads altogether, or vice-versa.
- (12:15) The secret to improving conversion rate is creating a consistent experience from ad to landing page.
- (16:07) If, for whatever reason, you can’t match your website with your ad, use a landing page SaaS, like Unbounce, to quickly and easily create a great experience. This is so, so important. Don’t just drive traffic to a general homepage.
- (21:56) Jacob doesn’t use many tools outside of Facebook and Google to manage and optimize the ads themselves. Those platforms have tools that are better than any 3rd party solution.
- (23:53) Facebook ads are better for awareness marketing, while Adwords is better for bottom of the funnel ads. Combine both for great results.
To wrap up (really just wanted an excuse to use that gif), if your ad isn’t performing, stop running it. It’s just that simple. Choose a metric for your performance and hold yourself to it.