Things to do before you advertise your business online.

January 20, 2021

Using paid advertising to promote your business can be an effective tool when marketing your business. So here are 6 things you should know or do before you start running ads.

1. Know your target audience
Identifying your target audience will save you time and money. Because you are paying to get your ads in front of an audience, you want to make sure it’s the right audience.
Things like demographics, geographic location, and psychographic information will help you narrow down your target audience. In marketing, it is best practice to create an ideal avatar for each product or service you offer.

2. Know what you want to achieve – (Your goal)
Having clear goals at each stage of the buying cycle will allow you to determine if your ad campaigns are working and help you to optimize campaigns to get better results. Here are a few goals that can be measured at each stage of the buyer’s journey.

Top of the funnel

  • Pageviews
  • New visitors
  • Engagement

Middle of the Funnel

  • Email optins
  • Leads
  • Downloads
  • Return visitors
  • Time on site

Bottom of the funnel

  • Sales
  • Repeat sales
  • Retention

3. Website conversion optimization
Whatever goals you have set up, you must make sure that your website is ready for conversions, be it sales or capturing people’s emails. Here are a few CRO techniques to keep in mind

  • Website speed
  • Persuasive copy
  • One clear call to action
  • Clean professional website

4. Conversion Tracking
This should be the first step when considering advertising, make sure that your tracking and analytics are set up correctly. Here are a few things that need to be set up:

  • Google Tag Manager
  • Google Analytics
  • Google Ads Global Site Tag
  • Facebook Pixel
  • Linkedin Insight Tag
  • Hot Jar – Heat maps and behavioural analytics

5. Know your numbers
Knowing how much each new customer is worth to you and your profit margins will help you calculate your initial advertising budget. Depending on if you have historical data or not some other key metrics can be your cost per acquisition and your conversion rate.

6. Time and money
This is the hard truth about advertising online that not many agencies will tell you. The first 1-3 months you are paying to gather data. That is one of the main reasons why you would hire an agency or paid advertising specialist, to collect and interpret the data. This allows you to get the results you want by making the right changes to your advertising campaigns.

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