Paid advertising is the next step once you have organic traffic coming to your site. When we say “paid advertising,” we’re not talking about hiring a Madison Avenue firm to get your company recognized during the Super Bowl. But you can still work a little advertising magic of your own…for a fraction of the cost.
The best ways to get started in paid advertising are through Google Adwords and Facebook Ads.
There are certainly other platforms on which you may purchase Pay-Per-Click (PPC) ads, but Google is the simplest and most prominent. To set up your account, go to www.google.com/adwords.
You can then move on to create your first campaign. Basically, you will bid on keywords that are most relevant to your business, and then pay Google a certain amount for each time someone clicks on your ad. You’ll need to decide an overall budget and a Cost-Per-Click (CPC) rate that you are willing to pay.
For example, if you decide that you would like to spend $100 a day, and you are willing to pay $5 for each click, then Google will run your ad until you reach 20 visitors. You can easily track results and determine how/when you need to change your ad – it will take a little fine tuning to find the optimum results.
Be sure to watch the videos or even download the beginner’s guide – they are great resources for you as you get started with Adwords.
Another great resource for your Adwords campaigns is the Google Ad Planner. You can access the tool at www.google.com/adplanner. You’ll be able to research specific sites to see what type of traffic is visiting them. You can choose your target audience, for example, and then see what types of sites they are visiting. This data will help you decide where your ads will bring you the most bang for your buck.
Another great avenue for paid advertising is on Facebook– with dedicated Facebook Ads. Facebook is second only to Google in terms of site visitors per day…that’s a LOT of people that can be reached through a simple Facebook ad.
To get set up, you obviously need a Facebook account. Once you log in, you can get started right away. To set up an ad that will send people to your website, click on the “Create an ad” link on the right hand side of your home screen.
You will be directed to a design tool to get started on your ad. You will be asked for your website URL, a title for your ad, an image, and some body text. You can even see suggested ideas by clicking the “Suggest an Ad” button during your ad creation.
Once you are happy with the way your ad looks, you will choose a target demographic and see your ad’s estimated reach. You can choose a budget and time period for your ad as well.
NOTE: With Google, you choose words that people will be searching for. With Facebook, you choose what type of people you will send your ad to. If you are sending out an ad about dentistry supplies, for example, you can choose to send it to people with “dentist” or “oral surgeon” somewhere in their profile. Facebook Ads are a great way to pinpoint groups or individuals that fit your target market.
That’s it! It’s just that simple. Take advantage of Google Adwords and Facebook Ads to generate a constant flow of traffic to your website.