Originally published April 8, 2018 – UPDATED May 10, 2019
Generating sales, new leads, and driving targeted traffic to local businesses is challenging. In fact, generating traffic and leads is one of the top marketing challenges that businesses of all sizes face.
Paid Online advertising using Sponsored ads on Facebook and Google is one of the best ways to increase traffic and revenue for local businesses at a very low cost, if executed properly.
Online advertising campaigns require four critical parts including the ad itself for it to be successful (note – the steps below does not include the market research that must be done prior to creating the ad):
- The Ad (creative)
- The Landing Page
- Delivery & Redemption
- Tracking / Analytics
If each step is not executed properly, business will waste a lot of money on mediocre results.
Let’s visit each step and see how it impacts your online advertising campaigns for local businesses.
The Ad (Creative)
First and foremost, the ad must follow Facebook/Instagram & Google’s guidelines which may vary depending on who the ad is targeting. Please fine the latest guidelines for Facebook & Instagram HERE, and for Google Ads, HERE.
Besides these general guidelines, your creative should have following 4 components:
- A Powerful & Attention Grabbing Headline
- A Persuasive Description
- A Powerful Call-to-action (CTA)
- High-Quality Image(s) or Video(s) at least 10 to 60 seconds long
These components should be catered to the target audience rather than something generic that might apply to everyone. The more targeted the message, the higher engagement, the better delivery, and lower ad cost.
A landing page is a web page that is used to capture visitor’s information via a form. This is the page where visitors land on after they click the ad. Below is an example of a proper landing page with the proper components:
The landing page is used to offer a valuable product, an exclusive offer, a special promo in exchange for visitors email address and/or contact information. This is how businesses generate leads and grow their customer list to increase profitability from each customer.
A landing page should have 5 elements:
- Your Unique Value/Selling Proposition
- Photo or Video
- Benefits of your offer or lead magnet
- A form to capture contact information
- A strong call-to-action
The key to a great landing page is the continuity and the relevance to the original ad.
Delivery & Redemption
For the best results when it comes to online advertising for local businesses is what happens when a submits their contact information.
There should be an automated system in place where the user gets the promised offer immediately. At the least, there should be a confirmation page where the user will be redirected to with the offer that can be redeemed.
I always recommend, on top of the confirmation this page, users should receive an email and text.
A great delivery & redemption process not only leave a good impression with the user, but it will encourage the customer to user the offer sooner.
Tracking the advertising campaign is a critical step that is often ignored as it requires time, resources, and expertise. Tracking helps businesses understand what works and what doesn’t.
It helps businesses analyze which creatives work better and why, which offers are bringing in customers, and finally the most important part is which advertising campaign is making the business the most money.
Even if an ad campaign is performing well, with the proper tracking, it could be the difference between 2.5 times return on investment or 10 times return on investment.
Our Shameless Plug
Do you have what it takes to create an advertising campaign that will crush the competition? If you follow the process above, your business can increase revenue in no time.
If you would like a complete analysis of your Facebook & Instagram Ads, we would love the opportunity to dive in the trenches with you do a full audit and analysis on how you can improve your campaigns and really save some serious cash.