Getting Connected To Customers Shouldn't
Be So Hard!
Making a return on your investment seems impossible. TV Ads, Fly By Night Marketers and Magazines never work.
All these things just leave you feeling like you’re rolling the dice in Vegas…
But no business should have to take a chance on their marketing.
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SEM Services that bring results to small businesses
Generally speaking, SEM/PPC, or advertising online, is one of the closest things to going to Las Vegas. Seasoned professionals know that odds and probability are the only worthwhile long-term strategy for success in advertising.
There are certain sales psychology aspects that can influence your ad campaigns. Customer data such as demographic research, trends, location, demand and competition can inform your ads and make them more successful as well.
With that said though, even when the odds are 10% or 20% in your favor, it takes a qualified specialist to know how to run and manage a successful campaign. It requires discipline and expertise that doesn’t come from simple guesswork and naivety.
To make matters worse, platforms like Facebook and Google are designed to reach as deep into your pockets as possible. This can be seen as an advantage however, being that the more dollars you spend on a successful campaign, the more profit you’ll make in return.
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Ads for Business - Local and Online
Before discussing creating and managing actual campaigns, it’s worth knowing what you’re getting into. One of the most beautiful aspects of pay per click and search engine marketing is the ability to find customers anywhere in the world, including in specific locations.
Ads for business on the search engines is where many online brands begin. They cast a wide net in the United States, for example, and allow the data they gather from their customers to inform their SEM.
In terms of Facebook ads for small business, the same applies. However, both search engines and social platforms like Facebook, allow you to go much deeper. With knowledge about your customer demographics, such as age, gender, income level and much more, you can craft messages that resonate specifically with them.
On the local side of things, this is even easier because you likely have a better grasp of who your local market is. If you don’t, SEM services are able to find that information for you and craft professional ads that generate sales in your area.
The Specifics of a PPC Service
Let’s look at Facebook ads for local businesses as an example. Let’s say your company operates in a specific city, or even a specific area of a city. A PPC service is designed to bring leads and customers to your local brick and mortar business, by managing online ads for you.
This could include but is certainly not limited to receiving calls to book dental appointments, ordering products online, and even increasing foot traffic in your local shop.
They’ll create ads for you based on your niche and use sophisticated testing methods to optimize for performance. Over time, those ads will increase in effectiveness, generating more and more qualified leads with successful campaigns.
Keep in mind that it’s not marketing to just anybody. It’s about finding those people who are actively looking for the products and services that you sell, and engaging them in a sales funnel.
The more people who click on that link for a PPC ad, the higher the cost of the campaign. After creating ads specially designed for your customers, a PPC service will further collect customer data to improve ad performance.
SEM services will also use statistical rules to guide their campaigns. Proven management strategies are implemented on a mathematical basis to increase ad performance to meet your budget.
How to choose which SEM Services to Work With
Any agency that runs ads for business will have a track record. Particularly with small businesses, the number of leads they’ve been able to generate is a strong tell-tale sign.
Companies don’t continue running failing ad campaigns. A PPC service that has continued business with a plethora of small businesses, and has generated hundreds of thousands or millions of leads, are obviously doing something right.
At the same time, we’re talking about qualified leads, not just clicks. Anyone can get clicks by spending the money to run an ad, but only the real pros will generate real sales on a profitable basis. Pay attention to the type of conversions an agency is boasting about.
Even with Facebook ads for small business, take your own budget into consideration. How much do you have available for a test run? Once a successful and reliable campaign is produced, one which brings you a return on investment, how much can you afford to pump into ads on a consistent basis?
The size of your account and the complexity of your campaigns will affect the price and who’s willing to work with you. By price, what’s meant is that the agency itself has to receive a fee for creating and managing the ads.
The good news is that once a successful campaign is produced, they’re optimized even further and require less management. They’re also actively monitoring and managing. Some ads will fluctuate based on seasonality, and a reasonable agency will be ahead of the curve, continuing to test and optimize.
Things to Know Before Spending Money on PPC Service
It’s okay if you don’t have a specific budget set out. It’s also okay if you are more conservative and would prefer to have a smaller ad spend, testing things out to find what really works.
A competent ad agency will work with you on how to budget once a successful ad is tested, so you don’t feel like you’re just spending recklessly. As the sales metrics begin to add up, you’ll see first hand when it’s worth spending more to test and further exploit what’s already working.
A common misconception about SEM services is that they’re like brokers; they don’t care whether you make a profit as long as they get paid. In fact, if businesses like yours aren’t seeing real profit on a consistent, reliable basis, they wouldn’t be in business themselves.
Advertising for small business should not feel like the stock market, where you’re a lone wolf. You have a team of specialists who focus on making your campaigns profitable, in a way which provides increasing returns. A conservative ad spend with lots of testing, using data and analytics to drive your ads is how this really works.