Marketing effectiveness is about making sure that your marketing spend brings the results you want. Marketing is about a lot more than advertising but advertising – traditional and online advertising – is often the first answer to ‘What should I do?’
Some of my customers use online advertising. There are lots of options, but three popular ones are Facebook ads, Linked In ads and (of course!) Google adwords.
One of my customers in particular has just started with Google adwords. He used the card he was sent for free advertising and he’s using their free advice service for new users to try it out.
The results aren’t surprising – yes people have clicked on his ads and yes he’s driven more visitors to his website and yes he’s spent a little bit of money doing that. The big question is:
How effective is it?
And I would argue a more important question is:
What can he do to improve marketing effectiveness?
Improve Online Advertising
Here are five basic ideas on what to do to improve online advertising:
- Set up more than one advert. It’s unlikely that you’ve hit on the best wording for your ad first time, so let Google rotate your ads until you find the best wording.
- Check what happens when people land on your website. If people arrive and immediately go away you need to change something – either the wording on your ad or the wording on your page
- Make sure you know what you want people to do when they arrive on your page – and help them to do it
- Try out different pages as well as different ads
- It’s unlikely people will buy from you immediately (depending on your market of course), so make sure you start to build a relationship – think about those marketing touches
There’s a lot more to it than this, so if you need expert help call me for a chat 01403 560123.
You might also like:
