Are you going overboard with trying to “Increase Brand Awareness”? We don’t want to throw away money on ad campaigns and have no idea if anything is happening from it. Let’s discuss how you can ensure you’re actually making a good ROI on your ad budget.
Unless you have a huge budget to burn like Coke, you probably take your spending seriously. Everything must be measured, and that includes ads.
One of the best ways to do that is by sticking to conversion ads. A conversion ad always drives a sale. It doesn’t make sense to simply throw statements at the wall and see what sticks.
Brand awareness comes as a result of growing your business by making sales. I’m guessing you don’t have a $600,000,000 ad budget that you can shovel cash into a barrel and light it on fire just to watch the pretty flames.
Make it count.
Setting up your ads to convert gives several advantages. Aside from actually making sales, the next best outcome is data.
You can collect data by creating a great ad and driving the traffic somewhere that you can offer people either a sale or value in exchange for the opportunity to continue communicating with them.
There’s an ideal way to do this, you don’t just want to drive traffic to your website home page. Think about what the ad was about, and what it said. If you were offering an ebook about dog training, well you should present them with a page specifically about that. This is a landing page.
A landing page doesn’t have to be complicated, it can be quite simple. Sometimes simple is elegant. There are 3 main elements to a landing page:
A headline
Subheadline text, or first paragraph
A short form to fill out.
The data we’re looking for is their name and email address, and a form helps us collect that. Below the form, we’ll have a button to order, or to receive the other value, in this case an ebook.
Keeping track of conversions.
Once they click on the button, that is a conversion. We need to track this though. In this example we’re using Meta/Facebook ads and funneling them to our landing page. This is where the Meta Pixel comes in.
A Meta Pixel is something you add to your landing page that tells your Facebook ad campaign that a conversion event took place. Once added, you can see these conversion results in your Facebook ad campaign like magic.
Now you can measure how well your ads are performing and test different strategies to improve results. You also have a list of people who are interested in your products or services. You can continue to provide them with valuable content moving forward, eventually resulting in them becoming your customers.
Think of it as building a relationship from the start. Your ad made the introduction, and you provide them with value. At this point you’ve likely helped them with understanding, insite or even to overcome a challenge in their lives. It helps to build trust, which is an essential element of everyone's decision making process.
If you’d like to know more about this process, or how it can benefit your business, drop us a line. We’re always here to help you make the most of your marketing.
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