The #1 Reason Paid Ads (On Search, Social, and Display) Fail - Whiteboard Friday

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Rand Fishkin

2018-03-02T00:32:12-08:00

Thanks for checking out this week's WB Friday all. Some items for discussion:
- Have you seen other ways to break out of the ad funk that often affects new/unknown brands in a space (other than getting known to searchers/visitors/those exposed) first?
- Any favorite examples from your own marketing (or others) of brands or products that weren't known at all, but succeeded with paid ads?
- Any platforms that you think are friendlier than others to new advertisers or brands/companies no one's heard of yet?
Look forward to your thoughts!
p.s. To preempt a likely question, yes, I'm no longer formally employed by Moz, but I'll still be appearing on WB Friday for some time to come (both through episodes I've recorded prior to my departure and through a few I'm planning to film on occasional upcoming office visits).

22 0
Thanks for checking out this week's WB Friday all. Some items for discussion: <ul><li>Have you seen other ways to break out of the ad funk that often affects new/unknown brands in a space (other than getting known to searchers/visitors/those exposed) first?</li><li>Any favorite examples from your own marketing (or others) of brands or products that weren't known at all, but succeeded with paid ads?</li><li>Any platforms that you think are friendlier than others to new advertisers or brands/companies no one's heard of yet?</li></ul> Look forward to your thoughts! p.s. To preempt a likely question, yes, I'm <a href="https://sparktoro.com/blog/last-day-moz-first-day-sparktoro/" rel="nofollow">no longer</a> formally employed by Moz, but I'll still be appearing on WB Friday for some time to come (both through episodes I've recorded prior to my departure and through a few I'm planning to film on occasional upcoming office visits).
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Andy_Stuckey

2018-03-02T06:59:08-08:00

This article seems misleading. If I understand correctly, one of the main pillars this argument is resting on is that potential customers that have never heard of a company have a lower propensity to click on their paid ads, but marketers should build their organic presence to entice those same customers once they're in the market and hope that users click their organic result?

Given this is Moz, I'm not surprised that organic is being presented as the only solution ("Meaning you need to invest in organic channels — content or SEO or press and PR or sponsorships or events, what have you, anything that can get your brand name and the names of your product out there."), but there's so much more to consider before dismissing paid media channels in favor of traditional and organic, including:
- The costs associated with the tactics you're advocating are often much more expensive than a paid media campaign, sometimes costing tens of thousands of dollars and the return isn't always clear. Also, it's just shifting from paid media campaigns to traditional campaigns (e.g. targeting people at an industry event is not all that different than targeting people who are in a specific industry on LinkedIn or Facebook).
- Content creation as part of an SEO strategy is often characterized as "free" because someone in-house is doing it or it's rolled into a marketing retainer and overlooked as part of total cost associated with a marketing campaign; if companies actually calculated the cost associated with content strategy and long-term SEO initiatives, they'd understand that it's deceivingly expensive (for good reason, as it will almost always yield long-term benefits, whereas paid media campaigns benefits obviously disappear as soon as the campaign is paused).
- CPC varies widely by channel, which is usually reflective of targeting and traffic/lead quality; if marketers invest even a little time to understand their customers and the subsequent audiences they should be targeting, the CPC drops significantly and the cost-per-conversion is often more important unless the entire goal of the campaign is traffic.
- Potential customer don't need to have heard of a brand to be interested in their products/services; if marketers wait until customers come looking for them, they're going to be left behind. How would any SMB promote a new product if it was a requirement that the customer be familiar with their brand beforehand?
When appropriate, marketers should use paid media campaigns in tandem with other channels, so as not to rely to heavily on one channel for their business. While paid media campaigns may be expensive for those without a plan, organic strategy can be equally expensive (if not more so) if significant time and effort are invested and it simply never yields results or if search engines simply decide to update algorithms and discount all the hard work.

TL;DR - A diverse marketing strategy is a good marketing strategy; relying too heavily on any one channel will usually yield sub-optimal results.

Andy_Stuckey edited 2018-03-02T07:03:52-08:00
13 0
This article seems misleading. If I understand correctly, one of the main pillars this argument is resting on is that potential customers that have never heard of a company have a lower propensity to click on their paid ads, but marketers should build their organic presence to entice those same customers once they're in the market and hope that users click their organic result? Given this is Moz, I'm not surprised that organic is being presented as the only solution ("Meaning you need to invest in organic channels — content or SEO or press and PR or sponsorships or events, what have you, anything that can get your brand name and the names of your product out there."), but there's so much more to consider before dismissing paid media channels in favor of traditional and organic, including: <ul><li>The costs associated with the tactics you're advocating are often much more expensive than a paid media campaign, sometimes costing tens of thousands of dollars and the return isn't always clear. Also, it's just shifting from paid media campaigns to traditional campaigns (e.g. targeting people at an industry event is not all that different than targeting people who are in a specific industry on LinkedIn or Facebook).</li></ul> <ul><li>Content creation as part of an SEO strategy is often characterized as "free" because someone in-house is doing it or it's rolled into a marketing retainer and overlooked as part of total cost associated with a marketing campaign; if companies actually calculated the cost associated with content strategy and long-term SEO initiatives, they'd understand that it's deceivingly expensive (for good reason, as it will almost always yield long-term benefits, whereas paid media campaigns benefits obviously disappear as soon as the campaign is paused). </li></ul> <ul><li>CPC varies widely by channel, which is usually reflective of targeting and traffic/lead quality; if marketers invest even a little time to understand their customers and the subsequent audiences they should be targeting, the CPC drops significantly and the cost-per-conversion is often more important unless the entire goal of the campaign is traffic. </li></ul> <ul><li>Potential customer don't need to have heard of a brand to be interested in their products/services; if marketers wait until customers come looking for them, they're going to be left behind. How would any SMB promote a new product if it was a requirement that the customer be familiar with their brand beforehand?</li></ul> When appropriate, marketers should use paid media campaigns in tandem with other channels, so as not to rely to heavily on one channel for their business. While paid media campaigns may be expensive for those without a plan, organic strategy can be equally expensive (if not more so) if significant time and effort are invested and it simply never yields results or if search engines simply decide to update algorithms and discount all the hard work. TL;DR - A diverse marketing strategy is a good marketing strategy; relying too heavily on any one channel will usually yield sub-optimal results.
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- Britney Muller
 
 2018-03-02T21:14:36-08:00
 
 This is awesome, very well said Rand!
 
 +Great points Andy! I think there's also a lot of opportunity to use paid mediums like Facebook and Instagram to learn more about a target audience as well. Which ads did best? What's the size of a specific audience interested in xyz? What copy got a higher click through rate? Which pictures were more successful?
 
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 This is awesome, very well said Rand! +Great points Andy! I think there's also a lot of opportunity to use paid mediums like Facebook and Instagram to learn more about a target audience as well. Which ads did best? What's the size of a specific audience interested in xyz? What copy got a higher click through rate? Which pictures were more successful? 
 Cancel
- Spencer_Tanase
 
 2018-03-05T08:23:28-08:00
 
 From my experience, what Andy describes in his response is absolutely true. In particular, the third bullet point he lists should not be overlooked. There's so much more that goes into crafting a successful PPC campaign than simply whether or not your audience is biased to your brand or not.
 
 On a basic level, Rand's article above is saying "you can't have success without a lot of planning and thought, don't just rush into a PPC campaign and expect things to work out." -- I agree, and this is wise to point out.
 
 But beyond that, the article suggests that without brand uplift, you most likely won't have PPC success (outside of a few anecdotal or niche occurrences). -- I find this Misleading. In other words, Rand implies that when doing an autopsy on a failed PPC campaign, you will find the #1 reason for failure is lack of brand exposure.
 
 It's undoubtedly true that retargeting fosters lower CPC's and higher engagement, as does any prior brand exposure for the audience you're targeting. In general, if your team can pull it off, having a more sophisticated and long term funnel will pay off ... even if the costs are much higher upfront to prepare everything.
 
 I am reminded of a Larry Kim article from quite a while back about RLSA (https://www.wordstream.com/blog/ws/2016/11/16/rlsa...) where he describes two kinds of audiences: people who know your brand and people who don't. These behave fundamentally differently, where those who know of your brand result in substantially higher engagement, etc. It's interesting to me because this is essentially describing the same phenomenon Rand describes in the article above, just from a different perspective.
 
 The thing is... it's too easy to say in retrospect, "hey, this campaign failed because, well, see the CPC was too high so the ROI didn't work out. If we had a half the CPC and double the CVR, we would have been successful though." ... "Okay, so if we had more branded traffic we would have had lower CPCs and higher conversion rates, so that must be our problem!"
 
 We're talking about the bottom line, whether a PPC campaign is profitable or whether it's not.
 
 I find it a little bit of a cop out to suggest that the solution to a failed PPC campaign is to literally not use PPC campaigns and invest the money elsewhere. This is to say that, the ad campaigns failed because they shouldn't have ever been run in the first place at that time.
 
 "How do you run a successful paid advertising campaign for a new product? You don't." -- This article.
 
 Yet, there are literally hundreds of tactics to reduce CPCs and increase engagement. Not to mention, PPC ads themselves increase brand exposure and build your retargeting lists, so there's a recursive element to using them. There's so many moving parts. In my experience, I've seen companies bidding on the wrong keywords using the wrong bidding strategies, targeting incorrect audiences, locations, sending traffic to poorly designed landing pages, all of the obvious things you'd think people would get right... To put it in other words, despite branded traffic behaving more favorably, if you're sending customers to a landing page that converts 0% of the time, three times zero is still zero.
 
 Again, it's completely true that branded traffic behaves better than non-branded traffic. But to say that, specifically, the solution for PPC campaign woes is to have more brand exposure completely avoids all of the potential pitfalls related to PPC campaigns, just circumvents dealing with them entirely.
 
 All-in-all, great post by Rand and comments by others -- it's generating some insightful discussion!
 
 3 0
 
 From my experience, what Andy describes in his response is absolutely true. In particular, the third bullet point he lists should not be overlooked. There's so much more that goes into crafting a successful PPC campaign than simply whether or not your audience is biased to your brand or not. On a basic level, Rand's article above is saying "you can't have success without a lot of planning and thought, don't just rush into a PPC campaign and expect things to work out." -- I agree, and this is wise to point out. But beyond that, the article suggests that without brand uplift, you most likely won't have PPC success (outside of a few anecdotal or niche occurrences). -- I find this Misleading. In other words, Rand implies that when doing an autopsy on a failed PPC campaign, you will find the #1 reason for failure is lack of brand exposure. It's undoubtedly true that retargeting fosters lower CPC's and higher engagement, as does any prior brand exposure for the audience you're targeting. In general, if your team can pull it off, having a more sophisticated and long term funnel will pay off ... even if the costs are much higher upfront to prepare everything. I am reminded of a Larry Kim article from quite a while back about RLSA (<a href="https://www.wordstream.com/blog/ws/2016/11/16/rlsa-strategies" rel="nofollow">https://www.wordstream.com/blog/ws/2016/11/16/rlsa...</a>) where he describes two kinds of audiences: people who know your brand and people who don't. These behave fundamentally differently, where those who know of your brand result in substantially higher engagement, etc. It's interesting to me because this is essentially describing the same phenomenon Rand describes in the article above, just from a different perspective. The thing is... it's too easy to say in retrospect, "hey, this campaign failed because, well, see the CPC was too high so the ROI didn't work out. If we had a half the CPC and double the CVR, we would have been successful though." ... "Okay, so if we had more branded traffic we would have had lower CPCs and higher conversion rates, so that must be our problem!" We're talking about the bottom line, whether a PPC campaign is profitable or whether it's not. I find it a little bit of a cop out to suggest that the solution to a failed PPC campaign is to literally not use PPC campaigns and invest the money elsewhere. This is to say that, the ad campaigns failed because they shouldn't have ever been run in the first place at that time. "How do you run a successful paid advertising campaign for a new product? You don't." -- This article. Yet, there are literally hundreds of tactics to reduce CPCs and increase engagement. Not to mention, PPC ads themselves increase brand exposure and build your retargeting lists, so there's a recursive element to using them. There's so many moving parts. In my experience, I've seen companies bidding on the wrong keywords using the wrong bidding strategies, targeting incorrect audiences, locations, sending traffic to poorly designed landing pages, all of the obvious things you'd think people would get right... To put it in other words, despite branded traffic behaving more favorably, if you're sending customers to a landing page that converts 0% of the time, three times zero is still zero. Again, it's completely true that branded traffic behaves better than non-branded traffic. But to say that, specifically, the solution for PPC campaign woes is to have more brand exposure completely avoids all of the potential pitfalls related to PPC campaigns, just circumvents dealing with them entirely. All-in-all, great post by Rand and comments by others -- it's generating some insightful discussion! 
 Cancel
Jason George

2018-03-02T05:45:24-08:00

Thank you, Rand, for an insightful article. It's true, no longer can you just place ads, describe what the product or service does, and expect a good return on investment.

As you stated in the article, a major failure with paid advertising for new brands with no loyalty, following or brand recognition is to understand the target market. Typically, failed campaigns will either have limited initial research or none at all. It is detrimental to understand your audience and competition completely before you write your first ad.

Research proves most purchases are based on subconscious emotion and are justified by logic. Understand a customer's hot buttons, cognitive bias, pain points or things they love about a similar product.

So how do you develop a marketing strategy?

Research Your Audience. Research Your Competitors

We can dedicate short novel to competitor research and how it relates to neuromarketing and emotional spending decisions. Instead, I will just summarize some of our findings.

The great news about this step is it is used as the first step in any marketing campaign. Research provides great insight such as:
1. Inspire different ways to position your brand
2. Understand competitive price strategy
3. Produce insights into your potential demographic
4. Discover how to integrate their process into your strategy
5. Develop a value strategy that is greater than your competition
Make a list of a few of the top competitors and a few of the mid-level companies. Find out where they are in relation to the strategies below. Take notes on how well they do things, make a note of some things they do poorly.

Next find all the reviews you can about the products, services, and company. Take note of the good and bad reviews. Both provide insight into just what exactly your customer base is looking for.

One quick example, if you find a lot of negative reviews about shipping costs, you might want to have an ad that offers free shipping. You can just add the cost of the product or offer free shipping over a certain purchase amount. We had major success with several clients using this strategy by including this value in the ad and supporting it on the landing page.

The Customer Journey

Develop a visual sales funnel and go over each step of the funnel from ad to advocate. The focus of this exercise is to understand what questions the end user may be asking themselves and answer the question along the way. A customer already has an idea in their head how the sales process should work.

The ads, keywords (if applicable), landing pages, follow up emails, purchase process, and customer service experience etc. should tell the same story. Each step should support the previous one and motivate the next step. If you are boasting "greatest product since sliced bread" you should have definitive supporting evidence of that in the next step. Social proof helps, guarantees, reviews, and any supporting evidence of your claims will increase conversion.

Offer Multiple Contact Methods

Some people purchase immediately because they already made a decision to buy when they saw your ad you were able to hit all their hot buttons. Some people are still doing research while others will never purchase at all.

By adding multiple, easy to find ways to contact you (Chat, Form, Phone, Text) you allow the customer to communicate with you in a way they are comfortable. Try not to require a lot of personal information, just to ask you a question. During this 'courting' stage it's important that you put our customer first in your approach.

Set Up Conversion Tracking

As stated above, customer like to communicate/purchase in different ways. It is important that you set up conversion tracking for all ways a customer can communicate with you. One way to track calls from different advertising mediums is to use different call tracking number for each. You will also want to tie it all together in a dashboard. We use Google Analytics, however, there are others. You will also need to figure out a value to assign each conversion.

Understand Current Customer Journeys

Often people will research on a phone and purchase either on a PC or through a phone call. To track the conversion paths. In Google Analytics You can see 'Top Conversion Paths' by going to Conversions> Multi-Channel Funnels>Top Conversion Paths. This provides more information about the customer journey. One journey from a client today looked like this:

Paid Search>Organic Search>Paid Search>Direct (5)>Organic Search>Paid Search>Direct>Purchase $247.59

Jason.George edited 2018-03-02T05:50:06-08:00
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Thank you, Rand, for an insightful article. It's true, no longer can you just place ads, describe what the product or service does, and expect a good return on investment. As you stated in the article, a major failure with paid advertising for new brands with no loyalty, following or brand recognition is to understand the target market. Typically, failed campaigns will either have limited initial research or none at all. It is detrimental to understand your audience and competition completely before you write your first ad. Research proves most purchases are based on subconscious emotion and are justified by logic. Understand a customer's hot buttons, cognitive bias, pain points or things they love about a similar product. So how do you develop a marketing strategy? Research Your Audience. Research Your Competitors We can dedicate short novel to competitor research and how it relates to neuromarketing and emotional spending decisions. Instead, I will just summarize some of our findings. The great news about this step is it is used as the first step in any marketing campaign. Research provides great insight such as: <ol><li>Inspire different ways to position your brand</li><li>Understand competitive price strategy</li><li>Produce insights into your potential demographic</li><li>Discover how to integrate their process into your strategy</li><li>Develop a value strategy that is greater than your competition</li></ol> Make a list of a few of the top competitors and a few of the mid-level companies. Find out where they are in relation to the strategies below. Take notes on how well they do things, make a note of some things they do poorly. Next find all the reviews you can about the products, services, and company. Take note of the good and bad reviews. Both provide insight into just what exactly your customer base is looking for. One quick example, if you find a lot of negative reviews about shipping costs, you might want to have an ad that offers free shipping. You can just add the cost of the product or offer free shipping over a certain purchase amount. We had major success with several clients using this strategy by including this value in the ad and supporting it on the landing page. The Customer Journey Develop a visual sales funnel and go over each step of the funnel from ad to advocate. The focus of this exercise is to understand what questions the end user may be asking themselves and answer the question along the way. A customer already has an idea in their head how the sales process should work. The ads, keywords (if applicable), landing pages, follow up emails, purchase process, and customer service experience etc. should tell the same story. Each step should support the previous one and motivate the next step. If you are boasting "greatest product since sliced bread" you should have definitive supporting evidence of that in the next step. Social proof helps, guarantees, reviews, and any supporting evidence of your claims will increase conversion. Offer Multiple Contact Methods Some people purchase immediately because they already made a decision to buy when they saw your ad you were able to hit all their hot buttons. Some people are still doing research while others will never purchase at all. By adding multiple, easy to find ways to contact you (Chat, Form, Phone, Text) you allow the customer to communicate with you in a way they are comfortable. Try not to require a lot of personal information, just to ask you a question. During this 'courting' stage it's important that you put our customer first in your approach. Set Up Conversion Tracking As stated above, customer like to communicate/purchase in different ways. It is important that you set up conversion tracking for all ways a customer can communicate with you. One way to track calls from different advertising mediums is to use different call tracking number for each. You will also want to tie it all together in a dashboard. We use Google Analytics, however, there are others. You will also need to figure out a value to assign each conversion. Understand Current Customer Journeys Often people will research on a phone and purchase either on a PC or through a phone call. To track the conversion paths. In Google Analytics You can see 'Top Conversion Paths' by going to Conversions> Multi-Channel Funnels>Top Conversion Paths. This provides more information about the customer journey. One journey from a client today looked like this: Paid Search>Organic Search>Paid Search>Direct (5)>Organic Search>Paid Search>Direct>Purchase $247.59
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William Scott

2018-03-02T05:35:43-08:00

Well I agree with everything you said about lowering the cost and driving a powerful ROAS.

Now if I was getting into the self help industry as an unknown practitioner vs someone like Tony Robbins well yea you better make yourself known through the methods you mentioned.

Yes the seasoning or aging of the campaign plus engagement equals a lowers the ad cost and ultimately drives down the cost per acquisition.

But as one of those"marketers" I will disagree

You know that there is a lot of set up and research before the campaign goes live (Hopefully) its not just "Okay, yeah, I'll buy some ads online, help us get the word out there and get us some traffic and conversions."

"some exceptions to the rule." I don't think there are "some" exceptions to the rule but many. Like you said specifically local businesses. There are so many more small businesses than large corporations, so just looking at it from a pure numbers point of view I think there are more than some.
- your toilet is over following and won't stop You need a plumber Now
- Your car breaks down on a busy freeway you need a tow. Now
- Ugh my tooth just fell out I need a dentist now
- Your loved one has just been locked up in the county jail you need a bail bondsman Now
I could do this all day long.... but I needed to leave the house 5 mins ago

Look at SEO its all about positioning right? 1st result X amount of clicks 2nd result gets X amount of clicks and so on. If someone saw my domain and has never heard of me does that keep them from clicking? No, because we had a meeting of the minds, search and results. Now, do I have the right message or story that will lead to a conversion? That will be determined by my conversion ratio.

PPC or whatever paid search you are using its really about targeting the right audience with the right message at their particular stage in the buying cycle. Then you craft the right message. It falls back to that old saying "you sell the sizzle and not the steak"

So in my humble opinion I think the #1 campaigns fail is you are targeting the wrong people with the wrong message.

I have been doing this for 22 years and never lost a job based on performance, fingers crossed.

I am sad to see you go MOZ was the only place I used my actual real name and that even took a while. lol

Fish, where ever you go I will follow because you are AWESOME, known and I am a stalker. oh did I just unknowingly prove your point? hmm

Good luck to you and your loved ones!

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Well I agree with everything you said about lowering the cost and driving a powerful ROAS. Now if I was getting into the self help industry as an unknown practitioner vs someone like Tony Robbins well yea you better make yourself known through the methods you mentioned. Yes the seasoning or aging of the campaign plus engagement equals a lowers the ad cost and ultimately drives down the cost per acquisition. But as one of those"marketers" I will disagree You know that there is a lot of set up and research before the campaign goes live (Hopefully) its not just "Okay, yeah, I'll buy some ads online, help us get the word out there and get us some traffic and conversions." "some exceptions to the rule." I don't think there are "some" exceptions to the rule but many. Like you said specifically local businesses. There are so many more small businesses than large corporations, so just looking at it from a pure numbers point of view I think there are more than some. <ul><li>your toilet is over following and won't stop You need a plumber Now</li><li>Your car breaks down on a busy freeway you need a tow. Now</li><li>Ugh my tooth just fell out I need a dentist now</li><li>Your loved one has just been locked up in the county jail you need a bail bondsman Now</li></ul> I could do this all day long.... but I needed to leave the house 5 mins ago Look at SEO its all about positioning right? 1st result X amount of clicks 2nd result gets X amount of clicks and so on. If someone saw my domain and has never heard of me does that keep them from clicking? No, because we had a meeting of the minds, search and results. Now, do I have the right message or story that will lead to a conversion? That will be determined by my conversion ratio. PPC or whatever paid search you are using its really about targeting the right audience with the right message at their particular stage in the buying cycle. Then you craft the right message. It falls back to that old saying "you sell the sizzle and not the steak" So in my humble opinion I think the #1 campaigns fail is you are targeting the wrong people with the wrong message. I have been doing this for 22 years and never lost a job based on performance, fingers crossed. I am sad to see you go MOZ was the only place I used my actual real name and that even took a while. lol Fish, where ever you go I will follow because you are AWESOME, known and I am a stalker. oh did I just unknowingly prove your point? hmm Good luck to you and your loved ones! 
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LureCreative

2018-03-02T11:01:40-08:00

Great topic and insight here Rand! Alot of advertisers fail to understand the relationship between a new campaign and high CPC, especially if the brand awareness isn't there to back up the ads. SEO, Quality Blogging and Inbound Marketing efforts are definitely a good prior to step before investing heavily in Paid Ads.

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Great topic and insight here Rand! Alot of advertisers fail to understand the relationship between a new campaign and high CPC, especially if the brand awareness isn't there to back up the ads. SEO, Quality Blogging and Inbound Marketing efforts are definitely a good prior to step before investing heavily in Paid Ads.
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Simon-DH-SEO-Services

2018-03-02T23:55:43-08:00

There's no reason to fail, follow this protocol:
- Set up Google Adwords (great for beginners and even DIY)
- Select the right keywords,start with just 5. Do NOT pick more. (this is not rocket science, pick keywords identical to your product/service)
- SEO the heck out of the landing page. Have every possible SEO element there.
- Write an Ad with a call to action. Again... with a call to action. Don't just describe what you have.
- Don't publish anything just yet.
- Go back to Adwords and set up a RE-MARKETING CAMPAIGN for the conversion page only. (The page that people will click on once interested)
- Set up specific rules in the re-marketing campaign to filter out junk traffic
- By now, you'll know more about your product and services.
- Log into Adwords Search, select the new campaign, and start adding as many "negative keywords" as possible to filter out irrelevant searches.
- Notice, you have not launched the advertising campaign yet.
- Sleep on it. Don't rush in.
- Add more negative keywords.
- Launch search campaign.
- Launch re-marketing campaign.
- After 3-7 days, depending on volume of clicks (we use 500 minimum), look into what terms led people to click on ads. Add negative keywords based on those searches.
- Look into your re-marketing performance. In just one week you'll have a good idea about your audience.
- Once you attain at least 5% CTR on your main keywords campaign set up the next campaign. It is a little bit longer than your standard "shotgun" approach. But you will save a ton of hours down the road.
I promise if you follow this protocol you will have very successful search AND display ads.

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There's no reason to fail, follow this protocol: <ul><li>Set up Google Adwords (great for beginners and even DIY)</li><li>Select the right keywords,start with just 5. Do NOT pick more. (this is not rocket science, pick keywords identical to your product/service)</li><li>SEO the heck out of the landing page. Have every possible SEO element there.</li><li>Write an Ad with a call to action. Again... with a call to action. Don't just describe what you have.</li><li>Don't publish anything just yet.</li><li>Go back to Adwords and set up a RE-MARKETING CAMPAIGN for the conversion page only. (The page that people will click on once interested)</li><li>Set up specific rules in the re-marketing campaign to filter out junk traffic</li><li>By now, you'll know more about your product and services. </li><li>Log into Adwords Search, select the new campaign, and start adding as many "negative keywords" as possible to filter out irrelevant searches.</li><li>Notice, you have not launched the advertising campaign yet.</li><li>Sleep on it. Don't rush in.</li><li>Add more negative keywords.</li><li>Launch search campaign.</li><li>Launch re-marketing campaign.</li><li>After 3-7 days, depending on volume of clicks (we use 500 minimum), look into what terms led people to click on ads. Add negative keywords based on those searches.</li><li>Look into your re-marketing performance. In just one week you'll have a good idea about your audience.</li><li>Once you attain at least 5% CTR on your main keywords campaign set up the next campaign. It is a little bit longer than your standard "shotgun" approach. But you will save a ton of hours down the road.</li></ul> I promise if you follow this protocol you will have very successful search AND display ads.
Cancel
Shalu Singh

2018-03-02T22:05:28-08:00

Thanks for another helpful post Rand!

As a marketer I don’t have much experience with Paid ads but if I put myself at users/visitors place, I rarely click unknown ads. And if I do then before taking any action I used to well research about the company, its products/services, and reviews. If I don’t found it’s somehow a good online presence, I used to leave because I can opt for something better.

So, what comes out is what Rand you have said above. Investing time & money in paid ads will only be worth when it’s done with brand awareness, research and planning.

5 0

Thanks for another helpful post Rand! As a marketer I don’t have much experience with Paid ads but if I put myself at users/visitors place, I rarely click unknown ads. And if I do then before taking any action I used to well research about the company, its products/services, and reviews. If I don’t found it’s somehow a good online presence, I used to leave because I can opt for something better. So, what comes out is what Rand you have said above. Investing time & money in paid ads will only be worth when it’s done with brand awareness, research and planning. 
Cancel
Nicholas White

2018-03-02T11:09:22-08:00

We've seen this happen time and time again with clients we do SEO for, great analysis Rand! If the branding isn't there and they haven't been ranking highly on Google for relevent keywords for long-enough, paid ads can often fall flat unfortunately, especially if they have someone managing them who isn't a pro. Solid topic and Godspeed in your new venture at Sparktoro!

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We've seen this happen time and time again with clients we do SEO for, great analysis Rand! If the branding isn't there and they haven't been ranking highly on Google for relevent keywords for long-enough, paid ads can often fall flat unfortunately, especially if they have someone managing them who isn't a pro. Solid topic and Godspeed in your new venture at Sparktoro!
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Laszlo Aszalos

2018-03-02T00:41:48-08:00

Hi Rand, this topic really speaks to me. We've wasted so much money trying to advertise on Facebook, Instagram and AdWords and in all fairness we have failed miserably.

After failing I've decided to build our brand first and started to work with bloggers, applied to awards (today morning we've just won one) and started to be more active in and engage with Facebook groups. As a result our audience changed and we started to have requests from very well known magazines as well.

Nevertheless our pages became more SEO-friendly and found more targeted long tail keywords and started to attract more organic traffic. Our next goal is to start advertising in August this year and get ready for the Black Friday-Christmas period.

Your advice is great and could save hundreds/thousands of advertising money and channel that money in building brands and raising awareness to the brand, so thank you!

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Hi Rand, this topic really speaks to me. We've wasted so much money trying to advertise on Facebook, Instagram and AdWords and in all fairness we have failed miserably. After failing I've decided to build our brand first and started to work with bloggers, applied to awards (today morning we've just won one) and started to be more active in and engage with Facebook groups. As a result our audience changed and we started to have requests from very well known magazines as well. Nevertheless our pages became more SEO-friendly and found more targeted long tail keywords and started to attract more organic traffic. Our next goal is to start advertising in August this year and get ready for the Black Friday-Christmas period. Your advice is great and could save hundreds/thousands of advertising money and channel that money in building brands and raising awareness to the brand, so thank you!
Cancel
Aaron Henry

2018-03-02T14:44:38-08:00

I think the best way to combat this is to be running campaigns that relevant to the customer on their journey (awareness, consideration, acquisition, service, loyalty). From what I see most marketers tend to focus on awareness or acquisition (conversions) independent of each other, resulting in failed campaigns. But if you have continuous campaigns that are balanced based on these sections on the user journey, you would have much more successful ad spend and a more structured funnel. Exemptions that I have seen are emergency services like locksmiths, roofers, plumbers, etc. In this situation acquisition/ conversion campaigns seem to perform better. However, familiarity of the brand seems to sway the customer's final decision, especially with expensive services.

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I think the best way to combat this is to be running campaigns that relevant to the customer on their journey (awareness, consideration, acquisition, service, loyalty). From what I see most marketers tend to focus on awareness or acquisition (conversions) independent of each other, resulting in failed campaigns. But if you have continuous campaigns that are balanced based on these sections on the user journey, you would have much more successful ad spend and a more structured funnel. Exemptions that I have seen are emergency services like locksmiths, roofers, plumbers, etc. In this situation acquisition/ conversion campaigns seem to perform better. However, familiarity of the brand seems to sway the customer's final decision, especially with expensive services.
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salgodelacrisis

2018-03-03T16:21:53-08:00

Knowing your target audience must be paramount before sending any campaign to adwords, you can not send an advertising campaign focused only on men, when you sell exclusive products for women, it is logical.

Very good post, like every Friday. Good weekend and forgive me for my English

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Knowing your target audience must be paramount before sending any campaign to adwords, you can not send an advertising campaign focused only on men, when you sell exclusive products for women, it is logical. Very good post, like every Friday. Good weekend and forgive me for my English
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Gabriel.Bret

2018-03-03T08:40:12-08:00

One thar was not mentioned was YouTube ads. (Yes, technically they are part of AdWords). IMO I think that they work great to a brand in front of people. Especially through remarketing & in market audiences. Cheers!

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One thar was not mentioned was YouTube ads. (Yes, technically they are part of AdWords). IMO I think that they work great to a brand in front of people. Especially through remarketing & in market audiences. Cheers!
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Frank-at-MFJLabs

2018-03-03T07:19:20-08:00

Mixed feelings about this WBF A.M. (After Moz), but mostly agree.

As the resident martech person in many circumstances it always amazes me how we’re also typically the ones with the most to say about SEO. [Present company excluded, of course haha] What’s equally amazing is how people tend to clump (good word) marketing and advertising into the same egg-basket.

As interrelated and co-mingled as they are, marketing and advertising are not the same. Their goals are not the same, nor should be their strategies. By extension marketers and advertisers are not the same.

Although it’s been affectionately named ‘search engine marketing’, or as some like to call it ‘SEM’ perhaps to avoid the stereotypical stigma associated with an industry historically riddled with snake oil ‘madmen’ and distrust, the use of ads in search engines is just that -- advertising. Google has fashioned cool ‘marketing’ tools to research those ads and trained our brains to think that we’re doing ‘market research’ when, in fact, we’re doing ADS research.

I say all this to say, that no matter what fancy tool or fancy platform we use … if we fail to do our market research we can only credit our wins to luck (at best) and random acts of buyer ignorance (at worst). While attracting volume interest may be cool for AdWords junkies whose only goal is to turn clicks into leads and ‘hope’ for conversions, this ‘hope as a tactic’ strategy is neither scalable or sustainable. Hell, it’s not even a strategy.

It could be a result of an ‘ad-blocker mentality’, but the best PPC guys we’ve encountered tend to be ultra conservative when recommending PPC ad spend -- completely counterintuitive since many PPC agencies charge based on number of campaigns managed and ad spend budgets. Maybe the best PPC guys fundamentally don’t really believe in clicking on ads? haha A strange and twisted, yet often effective way to regulate otherwise obsessive, often ineffective ad spend.

I’ll go back to my cave now. Thanks for another excellent WBF RandFish. (bow)

Frank-at-MFJLabs edited 2018-03-03T07:26:32-08:00
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Mixed feelings about this WBF A.M. (After Moz), but mostly agree. As the resident martech person in many circumstances it always amazes me how we’re also typically the ones with the most to say about SEO. [Present company excluded, of course haha] What’s equally amazing is how people tend to clump (good word) marketing and advertising into the same egg-basket. As interrelated and co-mingled as they are, marketing and advertising are not the same. Their goals are not the same, nor should be their strategies. By extension marketers and advertisers are not the same. Although it’s been affectionately named ‘search engine marketing’, or as some like to call it ‘SEM’ perhaps to avoid the stereotypical stigma associated with an industry historically riddled with snake oil ‘madmen’ and distrust, the use of ads in search engines is just that -- advertising. Google has fashioned cool ‘marketing’ tools to research those ads and trained our brains to think that we’re doing ‘market research’ when, in fact, we’re doing ADS research. I say all this to say, that no matter what fancy tool or fancy platform we use … if we fail to do our market research we can only credit our wins to luck (at best) and random acts of buyer ignorance (at worst). While attracting volume interest may be cool for AdWords junkies whose only goal is to turn clicks into leads and ‘hope’ for conversions, this ‘hope as a tactic’ strategy is neither scalable or sustainable. Hell, it’s not even a strategy. It could be a result of an ‘ad-blocker mentality’, but the best PPC guys we’ve encountered tend to be ultra conservative when recommending PPC ad spend -- completely counterintuitive since many PPC agencies charge based on number of campaigns managed and ad spend budgets. Maybe the best PPC guys fundamentally don’t really believe in clicking on ads? haha A strange and twisted, yet often effective way to regulate otherwise obsessive, often ineffective ad spend. I’ll go back to my cave now. Thanks for another excellent WBF RandFish. (bow)
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rana0070013

2018-03-04T06:11:13-08:00

Hi Rand! I don´t have any interesting experience to share with you about today´s topic, but I just want to say thanks to you for all the knowledge offered in Moz Blog.

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Hi Rand! I don´t have any interesting experience to share with you about today´s topic, but I just want to say thanks to you for all the knowledge offered in Moz Blog.
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jesus_yael

2018-03-06T07:50:31-08:00

Nice article. In my experience, segmentation problems are the most common thing that generate fail campaigns.

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Nice article. In my experience, segmentation problems are the most common thing that generate fail campaigns.
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SergioB1717

2018-03-08T02:24:50-08:00

The article leaves me speechless. Thanks for the knowledge

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The article leaves me speechless. Thanks for the knowledge
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Kristine McPherson

2018-03-15T10:26:06-07:00

I agree with many of the statements made in this article. There is a lot that goes into organic behavior that many don't realize directly impacts paid behavior. Those engagement actions follow a similar rule across search, social, and other platforms. If people are willing to engage with your content, your relevance score increases and thus once it is shown to more people, with like behaviors based on targeting, we can reasonably assume those 'lookalikes' will take a similar action and engage with the content.

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I agree with many of the statements made in this article. There is a lot that goes into organic behavior that many don't realize directly impacts paid behavior. Those engagement actions follow a similar rule across search, social, and other platforms. If people are willing to engage with your content, your relevance score increases and thus once it is shown to more people, with like behaviors based on targeting, we can reasonably assume those 'lookalikes' will take a similar action and engage with the content.
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okorieemma

2018-03-06T07:11:48-08:00

I never knew this before. I use to pay for people to view my website before. But right now, I will stop doing that. I want to use this medium to thank the Moz community for giving this information. Thank you.

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I never knew this before. I use to pay for people to view my website before. But right now, I will stop doing that. I want to use this medium to thank the Moz community for giving this information. Thank you. 
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Scott Allen

2018-03-06T07:08:08-08:00

I agree with everything from this post. I believe that one of the most important things is people's opinion and activity. Everyone chooses how to attract the audience. I think no matter the method, it has to be done the right way, not the spam way.

Scott Allen

scott_allen edited 2018-03-07T10:49:04-08:00
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I agree with everything from this post. I believe that one of the most important things is people's opinion and activity. Everyone chooses how to attract the audience. I think no matter the method, it has to be done the right way, not the spam way. Scott Allen
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faycel Geek

2018-03-04T05:35:05-08:00

I think that paid ads help to rank higher in google

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I think that paid ads help to rank higher in google 
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Mª Verónica B.

2018-03-05T18:23:51-08:00

Hi Rand,

Great WF as usual!

Thinking on, as SEO only, you gave us new arguments for "SEO first and foremost".

I will be nice enough to tell potential clients in advance that do not waste their money on SEM or paid Social Media? or I will explain later when they knock my door asking for a SEO and Social Media audit? Somehow a moral and interest conflict. I might decide case by case.

We still use local radio for Brand awareness.

On regard your partial depart from Moz, what I can say! best wishes and good energy for the SparkToro team.

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Hi Rand, Great WF as usual! Thinking on, as SEO only, you gave us new arguments for "SEO first and foremost". I will be nice enough to tell potential clients in advance that do not waste their money on SEM or paid Social Media? or I will explain later when they knock my door asking for a SEO and Social Media audit? Somehow a moral and interest conflict. I might decide case by case. We still use local radio for Brand awareness. On regard your partial depart from Moz, what I can say! best wishes and good energy for the SparkToro team.
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Matt Lambert

2018-03-04T02:47:00-08:00

When it comes to the central point of the article - that knowing your audience will make paid campaigns better - then I don't think anyone could argue.

Where I see divergence is how audiences are defined. In paid social you do best to define the audience by who they are, positioning. Knowing everything about the audience is to increase the value of your offer and an opposite strategy to Search.

In Search every different keyword is a separate audience - it often includes a wide range of people and needs. The most successful offer is one that broadens to meet the needs of more of them - more returns for the same spend. Goldilocks :-)

My view on the primary reason that Search campaigns fail is the competition does a better job of meeting the needs of that particular keyword audience. If 80% of that KA wants an entry level solution and you don't have one, then the competition finds you vulnerable, their investment goes further, and crucially, quicker (time is underated). Ultimately, organisations still ignore the Search Term and how it might inform their product management.

Making a product and then looking at search is backwards.

Promoting high priced long buying cycle products that match only a small part of the KA, (but potentially all of the chosen social audience) but also slows down the investment cycle, ignoring the benefits of compound growth, plus, it is much harder to test an audience that isn't ready to buy.

I appreciate that seo is successful in the long term because it catches people earlier in the buying process and creates trust - but the time involved could burn funds spent on overheads. Spending money on the top of the funnel before making sure the bottom of the funnel works seems super risky - and expensive, and hard to track and measure.

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When it comes to the central point of the article - that knowing your audience will make paid campaigns better - then I don't think anyone could argue. Where I see divergence is how audiences are defined. In paid social you do best to define the audience by who they are, positioning. Knowing everything about the audience is to increase the value of your offer and an opposite strategy to Search. In Search every different keyword is a separate audience - it often includes a wide range of people and needs. The most successful offer is one that broadens to meet the needs of more of them - more returns for the same spend. Goldilocks :-) My view on the primary reason that Search campaigns fail is the competition does a better job of meeting the needs of that particular keyword audience. If 80% of that KA wants an entry level solution and you don't have one, then the competition finds you vulnerable, their investment goes further, and crucially, quicker (time is underated). Ultimately, organisations still ignore the Search Term and how it might inform their product management. Making a product and then looking at search is backwards. Promoting high priced long buying cycle products that match only a small part of the KA, (but potentially all of the chosen social audience) but also slows down the investment cycle, ignoring the benefits of compound growth, plus, it is much harder to test an audience that isn't ready to buy. I appreciate that seo is successful in the long term because it catches people earlier in the buying process and creates trust - but the time involved could burn funds spent on overheads. Spending money on the top of the funnel before making sure the bottom of the funnel works seems super risky - and expensive, and hard to track and measure.
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samir Bellik

2018-03-03T23:51:23-08:00

Ok, I see exactly what this is about, Being the head of a web marketing agency, I get this very often, and even more we're in a third world country where web marketing is still "a new thing" and people don't really understand it ... So the thing we do, and recommend to our customers (the vast majority don't even have a website, just a facebook page) we recommend to them to go through the funnel in ads :

first focus with a little budget on awareness, to get the word out there and let them be known, Facebook awareness campaigns do a great work with that, controlling the frequency and reach parameters. AdWords Display campaigns also work wonders in awareness mode.

Then, we launch Trafic campaigns On both (Fb and AW) to get people to the website (when there's one) and engagement campaigns on facebook (promoted posts generally)

While doing that we're building audiences with Facebook Pixel and Analytics & Adwords Retargeting scripts.

If we have databases for these we also create lists and lookalike lists to target those audiences and get good engagement for the campaigns.

With this approach, we have a 99% chance of doing it right each time. The 1% is when the product, content or creatives are out of the scope and we cannot controle them, but we learned to check first since ... :)

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Ok, I see exactly what this is about, Being the head of a web marketing agency, I get this very often, and even more we're in a third world country where web marketing is still "a new thing" and people don't really understand it ... So the thing we do, and recommend to our customers (the vast majority don't even have a website, just a facebook page) we recommend to them to go through the funnel in ads : first focus with a little budget on awareness, to get the word out there and let them be known, Facebook awareness campaigns do a great work with that, controlling the frequency and reach parameters. AdWords Display campaigns also work wonders in awareness mode. Then, we launch Trafic campaigns On both (Fb and AW) to get people to the website (when there's one) and engagement campaigns on facebook (promoted posts generally) While doing that we're building audiences with Facebook Pixel and Analytics & Adwords Retargeting scripts. If we have databases for these we also create lists and lookalike lists to target those audiences and get good engagement for the campaigns. With this approach, we have a 99% chance of doing it right each time. The 1% is when the product, content or creatives are out of the scope and we cannot controle them, but we learned to check first since ... :) 
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Rodrigo Mendez

2018-03-02T05:36:41-08:00

Hi Rand!

I'm not sure if I agree with you on this.

We usually work with companies that are not know in their industry or market and (usually) get good results on paid media campaigns.

The way we do this is by building trust in the ad creative. This works well in Latam market, maybe it works different in other markets.

I'm a big fan BTW. Cheers from Mexico

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Hi Rand! I'm not sure if I agree with you on this. We usually work with companies that are not know in their industry or market and (usually) get good results on paid media campaigns. The way we do this is by building trust in the ad creative. This works well in Latam market, maybe it works different in other markets. I'm a big fan BTW. Cheers from Mexico
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Kayyoung

2018-03-02T06:26:45-08:00

This is probably why referral marketing is so successful. People who know who you are, referring to a friend (usually some benefit/discount is offered to both) and this provides the 'trust' that is otherwise missing.

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This is probably why referral marketing is so successful. People who know who you are, referring to a friend (usually some benefit/discount is offered to both) and this provides the 'trust' that is otherwise missing.
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Toni_Amarres

2018-03-02T02:59:15-08:00

Hi Rand! I don´t have any interesting experience to share with you about today´s topic, but I just want to say thanks to you for all the knowledge offered in Moz Blog. We are going to miss you Rand, once at week at least!
I wish you the best for your new projects and... may the force be with you ;-)

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Hi Rand! I don´t have any interesting experience to share with you about today´s topic, but I just want to say thanks to you for all the knowledge offered in Moz Blog. We are going to miss you Rand, once at week at least! I wish you the best for your new projects and... may the force be with you ;-)
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Duane Brown

2018-03-02T14:59:00-08:00

Great video this week Rand. Congrats on the next chapter with SparkToro. About this WBF:

Homepage
I agree that many brands and especially startups will send traffic to their site/homepage, which is the problem. They should be sending traffic to super focused landing page that tells the right store about the brand and gives more background. When we do this for our clients... usually outside of ecom as those go to product pages... we see a great conversion rate. Plus we can a/b test that landing page and improve it over time.

Competitor Campaigns
I don't agree about the high CPCs, especially if you are bidding on brand in AdWords and Bing. It can high for non-brand and competitor keyword campaigns but that's the risk for increasing you brand awareness. Bidding on competitor keywords is one way we get around the awareness issue for clients. Competitor campaigns work for people searching for XYZ and then see our ad... we stand a better chance of winning their business. For one B2B client in the USA. We are doing this on Bing and are basically convincing an untapped market to use our solution.

The whole point of search is to get business who are unknown to become a known brand as people are searching for a solution but may not know the exact campaign that they want. PR and brand awareness can help but similar to SEO, it can be a long-term project before you see traction.

The agencies who are not making it work are similar to those who can not make SEO work. They don't know what they are doing and have convinced a client that they know what they are doing.

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Great video this week Rand. Congrats on the next chapter with SparkToro. About this WBF: Homepage I agree that many brands and especially startups will send traffic to their site/homepage, which is the problem. They should be sending traffic to super focused landing page that tells the right store about the brand and gives more background. When we do this for our clients... usually outside of ecom as those go to product pages... we see a great conversion rate. Plus we can a/b test that landing page and improve it over time. Competitor Campaigns I don't agree about the high CPCs, especially if you are bidding on brand in AdWords and Bing. It can high for non-brand and competitor keyword campaigns but that's the risk for increasing you brand awareness. Bidding on competitor keywords is one way we get around the awareness issue for clients. Competitor campaigns work for people searching for XYZ and then see our ad... we stand a better chance of winning their business. For one B2B client in the USA. We are doing this on Bing and are basically convincing an untapped market to use our solution. The whole point of search is to get business who are unknown to become a known brand as people are searching for a solution but may not know the exact campaign that they want. PR and brand awareness can help but similar to SEO, it can be a long-term project before you see traction. The agencies who are not making it work are similar to those who can not make SEO work. They don't know what they are doing and have convinced a client that they know what they are doing. 
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estentor

2018-03-02T01:01:50-08:00

Oh, Rand Fishkin, the first I want to wish you all the luck in the world. Your (formal) departure from MOZ is very sad. I hope everything is well.

I think is very interesting the Friday post. I will leave my opinion about it.

The Internet advertising through channels that are already traditional is saturated. Perhaps it is more useful locally, but at a national and international level, it is difficult to position an unknown brand in that way.

We rely on data and create a profile of buyer persona, which allows us to scale positions thanks to inbound marketing. It is usually less quick than advertising but they are complementary. Today I would invest more money in SEO than in SEM, for example.

Have a good weekend!

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Oh, Rand Fishkin, the first I want to wish you all the luck in the world. Your (formal) departure from MOZ is very sad. I hope everything is well. I think is very interesting the Friday post. I will leave my opinion about it. The Internet advertising through channels that are already traditional is saturated. Perhaps it is more useful locally, but at a national and international level, it is difficult to position an unknown brand in that way. We rely on data and create a profile of buyer persona, which allows us to scale positions thanks to inbound marketing. It is usually less quick than advertising but they are complementary. Today I would invest more money in SEO than in SEM, for example. Have a good weekend!
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Jonathan Diaz

2018-03-02T02:03:48-08:00

Congratulations Rand, I like your post always. The issue of advertising is very complex although it may not seem so. It evolves very quickly and often does not work properly. Personally, Facebook ads work very well for me, but only for brand recognition. Thank you for sharing your experience as always Rand

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Congratulations Rand, I like your post always. The issue of advertising is very complex although it may not seem so. It evolves very quickly and often does not work properly. Personally, Facebook ads work very well for me, but only for brand recognition. Thank you for sharing your experience as always Rand
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W Guy Finley

2018-03-02T06:41:41-08:00

This is an awesome whiteboard Rand. I can't tell you how many times I've tried to have this conversation with a client and explain how to build digital campaigns. Unfortunately, many think that because these are instant gratification platforms results are instant as well and you can boost a bland post with no target audience or grab a bunch of AdWords and expect to do well.

This ain't Field of Dreams!

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This is an awesome whiteboard Rand. I can't tell you how many times I've tried to have this conversation with a client and explain how to build digital campaigns. Unfortunately, many think that because these are instant gratification platforms results are instant as well and you can boost a bland post with no target audience or grab a bunch of AdWords and expect to do well. This ain't Field of Dreams! 
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Claytonjay101

2018-03-02T06:33:51-08:00

I get the spirit of this white board Friday and I think you are 100% right about building trust as one of the best ways to better business. However, I have actually had the complete opposite experience with multiple clients. My experience with Facebook advertising is that it's precisely what you need to do to get known to people and will help get their trust (as long as you have something good to offer).

I just advertised for a client to an audience that had no idea who they were for a book they didn't know existed. The ad campaign on Facebook was my first guess at targeting but was able to target pretty tight. The ad got a relevance score of 9 and at one point during a day had a 12.0% CTR. It since has fluctuated between 1.5% and 2.00% CTR, has a $0.50 CPC and has generated multiple sales to easily pay for the ad campaign while picking up a roughly 3% increase in Facebook page "likes".

Similar things have happened for a bakery client with Facebook advertising targeting engaged females with wedding cupcakes, especially when doing the first few campaigns. If I had to guess why this happened it's because the audience doesn't really care if they know you, they just care if you are providing them value. In both cases, the offer was right, the audience was very targeted, the ad creative resonated with the potential customer and they were in need of that product / service.

I've seen how powerful Facebook advertising can be when done right and believe me, I've done it poorly before and it failed.

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I get the spirit of this white board Friday and I think you are 100% right about building trust as one of the best ways to better business. However, I have actually had the complete opposite experience with multiple clients. My experience with Facebook advertising is that it's precisely what you need to do to get known to people and will help get their trust (as long as you have something good to offer). I just advertised for a client to an audience that had no idea who they were for a book they didn't know existed. The ad campaign on Facebook was my first guess at targeting but was able to target pretty tight. The ad got a relevance score of 9 and at one point during a day had a 12.0% CTR. It since has fluctuated between 1.5% and 2.00% CTR, has a $0.50 CPC and has generated multiple sales to easily pay for the ad campaign while picking up a roughly 3% increase in Facebook page "likes". Similar things have happened for a bakery client with Facebook advertising targeting engaged females with wedding cupcakes, especially when doing the first few campaigns. If I had to guess why this happened it's because the audience doesn't really care if they know you, they just care if you are providing them value. In both cases, the offer was right, the audience was very targeted, the ad creative resonated with the potential customer and they were in need of that product / service. I've seen how powerful Facebook advertising can be when done right and believe me, I've done it poorly before and it failed.
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- W Guy Finley
 
 2018-03-02T06:47:55-08:00
 
 I don't think you're really disagreeing with Rand because you point out how you did target audiences and it sounds like you did at least a little bit of research to come up with them. He specifically mentioned that target audience on Facebook is a way to overcome the main problem he's talking about which is the spaghetti approach to buying ads.
 
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 I don't think you're really disagreeing with Rand because you point out how you did target audiences and it sounds like you did at least a little bit of research to come up with them. He specifically mentioned that target audience on Facebook is a way to overcome the main problem he's talking about which is the spaghetti approach to buying ads.
 Cancel
lemanuel

2018-03-02T09:11:22-08:00

I've seen a pretty decent impact on new audiences using LinkedIn, but my customer pool is really low, so anything looks good. On LinkedIn you can search by current or past associations with certain companies, so if I'm looking for architects in a specific building market I can get narrow with a large enough reach.

The main issue, which you touched on, is cost. A lot of "newer" companies (or at least companies new to social media) simply don't have the resources, or the will to allocate resources, for social media. Where a large, modern company might spend a few hundred per campaign, others spend less than 50. So we have to be extremely narrow because every click literally counts. We can't cast a wide net.

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I've seen a pretty decent impact on new audiences using LinkedIn, but my customer pool is really low, so anything looks good. On LinkedIn you can search by current or past associations with certain companies, so if I'm looking for architects in a specific building market I can get narrow with a large enough reach. The main issue, which you touched on, is cost. A lot of "newer" companies (or at least companies new to social media) simply don't have the resources, or the will to allocate resources, for social media. Where a large, modern company might spend a few hundred per campaign, others spend less than 50. So we have to be extremely narrow because every click literally counts. We can't cast a wide net. 
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Jason Nelson

2018-03-02T12:14:49-08:00

Nice to still have you on WBF, Rand. Great topic. I would also say CRM/segmentation system to capture leads and re-engage.

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Nice to still have you on WBF, Rand. Great topic. I would also say CRM/segmentation system to capture leads and re-engage.
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Jean-Christophe Chouinard

2018-03-02T10:54:55-08:00

I have to admit that I've never even thought about that. Thank you very much. I'll consider this while creating new online strategies for clients.

So would you say that online advertising is not a good way to work on brand recognition?

Thanks

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I have to admit that I've never even thought about that. Thank you very much. I'll consider this while creating new online strategies for clients. So would you say that online advertising is not a good way to work on brand recognition? Thanks
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Buzzazz

2018-03-02T07:10:47-08:00

Interesting to get this a day after selling someone a big package of paid ads and SEO. I like being pushed to consider whether I need to recalibrate my practices, as being kept on my toes is really making me sharper as a writer and a salesman.

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Interesting to get this a day after selling someone a big package of paid ads and SEO. I like being pushed to consider whether I need to recalibrate my practices, as being kept on my toes is really making me sharper as a writer and a salesman.
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palak_Media

2018-03-15T23:35:49-07:00

Hi Rand,

Nice Post

Different customers have different requirements. Thus, they look out for the same across different social media channels. Thus, it becomes your responsibility to cater their specific needs by utilizing the correct social media outlets for your brand marketing.

Even if you have identified your target audience and have delivered your message correctly, you would still need to keep track of the effectiveness of your marketing strategies. For instance, you know that Facebook is the best social media platform for your brand. However, it is also imperative to realize how your Facebook campaign is performing, how many likes & subscribers you have, and how your posts are performing among the public. This analysis would help you improve the overall social media marketing campaign of your online business. We as a paid advertising service provider, try to make easy and best way to promote on social medias.

FeliciaCrawford edited 2018-03-19T10:42:30-07:00
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Hi Rand, Nice Post Different customers have different requirements. Thus, they look out for the same across different social media channels. Thus, it becomes your responsibility to cater their specific needs by utilizing the correct social media outlets for your brand marketing. Even if you have identified your target audience and have delivered your message correctly, you would still need to keep track of the effectiveness of your marketing strategies. For instance, you know that Facebook is the best social media platform for your brand. However, it is also imperative to realize how your Facebook campaign is performing, how many likes & subscribers you have, and how your posts are performing among the public. This analysis would help you improve the overall social media marketing campaign of your online business. We as a paid advertising service provider, try to make easy and best way to promote on social medias. 
Cancel
Anthony Blair

2018-03-13T12:35:43-07:00

The number one reason paid ads (On Search, Social, and Display) fail is most advertisers don't know how to write good ads. Olgilvy, Hopkins, Reeves and all of the old schoolers taught advertising principles that stand the test of time and technology. If more people took lessons from the past, they would succeed in the future.

1 0

The number one reason paid ads (On Search, Social, and Display) fail is most advertisers don't know how to write good ads. Olgilvy, Hopkins, Reeves and all of the old schoolers taught advertising principles that stand the test of time and technology. If more people took lessons from the past, they would succeed in the future. 
Cancel
Andrew.S

2018-03-31T18:09:05-07:00

Makes me wonder if I should just do facebook ads, my followers are the only people that know my brand pretty much. Most massage therapists are struggling, even the more qualified ones (cough cough..) so I am glad I waited long enough to have this article come up before I wast my precious dollars. Thanks Rand.

Andrew Sarasin, Massage Therapist and Personal Trainer

Massothérapie St-Rodrigue

Andrew.S edited 2018-03-31T18:10:45-07:00
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Makes me wonder if I should just do facebook ads, my followers are the only people that know my brand pretty much. Most massage therapists are struggling, even the more qualified ones (cough cough..) so I am glad I waited long enough to have this article come up before I wast my precious dollars. Thanks Rand. Andrew Sarasin, Massage Therapist and Personal Trainer Massothérapie St-Rodrigue 
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aviavish

2018-03-23T03:56:26-07:00

This article shows the real way to start your campaign. In my opinion we can start with a small budget with display campaign that will surely help you in getting into your target audiences.Then after analysis we can switched to text ad with proper keywords and plan to get effective conversion for businesses.

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This article shows the real way to start your campaign. In my opinion we can start with a small budget with display campaign that will surely help you in getting into your target audiences.Then after analysis we can switched to text ad with proper keywords and plan to get effective conversion for businesses. 
Cancel
Ed Challinor

2018-03-28T03:32:21-07:00

Lots of great comments here. What a Marmite post! I've seen questions about this popping up in the forums a great deal. My personal experience is that we ran ad words when we were new and it didn't work. We also went in the paper and on the radio and it didn't work. Then I decided to learn SEO and we gained some prominent positions in the SERPS. Now the ad words can be used to literally squeeze our competition off the SERP and display and offline is working. So i'd say this is very sound advice and advice that would have saved me about £100,000 if i'd heard it three years ago. To an advertiser everything is advertising. Like to a hammer everything is a nail. But ask an advertiser about SEO and they'll draw a blank. I think SEO is sometimes the *last* thing we small business owners learn when it should certainly be the *first*.

Smileworks_Liverpool edited 2018-03-28T03:36:26-07:00
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Lots of great comments here. What a Marmite post! I've seen questions about this popping up in the forums a great deal. My personal experience is that we ran ad words when we were new and it didn't work. We also went in the paper and on the radio and it didn't work. Then I decided to learn SEO and we gained some prominent positions in the SERPS. Now the ad words can be used to literally squeeze our competition off the SERP and display and offline is working. So i'd say this is very sound advice and advice that would have saved me about £100,000 if i'd heard it three years ago. To an advertiser everything is advertising. Like to a hammer everything is a nail. But ask an advertiser about SEO and they'll draw a blank. I think SEO is sometimes the *last* thing we small business owners learn when it should certainly be the *first*.
Cancel
William Wickey

2018-03-26T17:28:47-07:00

Paid ads fail for many reasons, but the dynamic I see at play most often is that the predictability of paid ads is used to justify a brute-force approach to capturing leads that have no prior awareness of the brand or product.

The conclusion of this video rang true to me so, I did some literal back-of-the napkin math to illustrate this concept to a colleague. I cleaned up those notes a bit and drew out some example campaign metrics to illustrate this concept of how paid ads can fail.

1 0

Paid ads fail for many reasons, but the dynamic I see at play most often is that the predictability of paid ads is used to justify a brute-force approach to capturing leads that have no prior awareness of the brand or product. The conclusion of this video rang true to me so, I did some literal back-of-the napkin math to illustrate this concept to a colleague. I cleaned up those notes a bit and drew out some <a href="https://williamwickey.com/example-campaign-metrics-mozs-no-1-reason-paid-ads-fail/" rel="nofollow">example campaign metrics to illustrate this concept of how paid ads can fail</a>.
Cancel
SharonEKG

2018-03-12T07:56:07-07:00

Makes sense, the way i see it, you have a new company or a product, unless you higher an agency that already worked with a similar product/service/company, how would you know who/how/when/where/what to target for best results?you can only guess or target from personal knowledge and some research but its like walking in the dark hoping to hit the target, once you do SEO and content and such you would be able to gather up data and info and know who to target when and where. but then it makes you think, its a cycle, if you are not known you wont get traffic, you wont get traffic you dont get data about your audience, without that data you dont know your audience and without knowing your audience you dont know how to traget them to get traffic and if you dont get traffic... which means the only way to do it so keyword and market research, google trends to learn whats around your brand and product/service, suggested keywords and searchs and terms and market research through blogs and websites who already went through that cycle.

1 0

Makes sense, the way i see it, you have a new company or a product, unless you higher an agency that already worked with a similar product/service/company, how would you know who/how/when/where/what to target for best results?you can only guess or target from personal knowledge and some research but its like walking in the dark hoping to hit the target, once you do SEO and content and such you would be able to gather up data and info and know who to target when and where. but then it makes you think, its a cycle, if you are not known you wont get traffic, you wont get traffic you dont get data about your audience, without that data you dont know your audience and without knowing your audience you dont know how to traget them to get traffic and if you dont get traffic... which means the only way to do it so keyword and market research, google trends to learn whats around your brand and product/service, suggested keywords and searchs and terms and market research through blogs and websites who already went through that cycle.
Cancel
Hasan Al-Ammori

2018-03-24T19:23:22-07:00

Wow! I did this mistake number of times and still didn't realise it was a mistake. I have launched or been a part of a few startups in my life and every time it was so hard to break the ice. Thanks for your video. Helpful, as always

1 0

Wow! I did this mistake number of times and still didn't realise it was a mistake. I have launched or been a part of a few startups in my life and every time it was so hard to break the ice. Thanks for your video. Helpful, as always
Cancel
Krupali Mandavia

2018-03-27T01:08:20-07:00

Hello Rand,

I have been quite active in learning new things each friday with WBF.

About this session, I agree to whatever you said about the audience being aware about the brand before going for Brand Ads. BUT, I am looking for an answer to " How do I start Branding a particular Business without Prior Audience ? "

If the audience I want to target has never heard about me before, What I prefer is, going for small paid promotions for brand awareness along with Organic Result practices.

1 0

Hello Rand, I have been quite active in learning new things each friday with WBF. About this session, I agree to whatever you said about the audience being aware about the brand before going for Brand Ads. BUT, I am looking for an answer to " How do I start Branding a particular Business without Prior Audience ? " If the audience I want to target has never heard about me before, What I prefer is, going for small paid promotions for brand awareness along with Organic Result practices.
Cancel
Daniel Dodd

2018-03-06T12:12:33-08:00

Rand is a PPC expert! Who knew??

1 0

Rand is a PPC expert! Who knew??
Cancel
Enrique Ruiz Prieto

2018-03-04T10:59:21-08:00

I think it's always good to create quality content before you pay for any channel to advertise.

Why? Because? because when they visit your website they will see that you offer quality content, variety, usefulness.... Also, as they navigate the first time it makes the rebound rate lower, which also improves SEO.

However, it is also important to know which audience you are targeting, because this element is essential both to create advertising campaigns and to create new, original content and adapting to that target audience.

1 0

I think it's always good to create quality content before you pay for any channel to advertise. Why? Because? because when they visit your website they will see that you offer quality content, variety, usefulness.... Also, as they navigate the first time it makes the rebound rate lower, which also improves SEO. However, it is also important to know which audience you are targeting, because this element is essential both to create advertising campaigns and to create new, original content and adapting to that target audience. 
Cancel
googletrendingnews

2018-03-04T06:13:05-08:00

Hi Rand! I do not have much experience on this topic, but I want to thank you very much for all of the information given by you in moz blog. I hope, you have always succeeded.

googletrendingnews edited 2018-03-04T06:13:19-08:00
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Hi Rand! I do not have much experience on this topic, but I want to thank you very much for all of the information given by you in moz blog. I hope, you have always succeeded. 
Cancel
Agenciaseomadrid

2018-03-02T10:41:02-08:00

I have a very bad experience with Paid Ads (Adwords), i got ruined myself, i think is you have 1k of dollars i always i would spend it buying content or links never in Paid ads

2 1

I have a very bad experience with Paid Ads (Adwords), i got ruined myself, i think is you have 1k of dollars i always i would spend it buying content or links never in Paid ads
Cancel
Brian Tucker

2018-03-02T14:08:29-08:00

Bravo Rand! I have personally been fired for this and I wish I knew THEN what you expressed so well with this Whiteboard Friday! Thank you and please keep making us better Search Professionals!

badian38 edited 2018-03-02T14:09:08-08:00
2 1

Bravo Rand! I have personally been fired for this and I wish I knew THEN what you expressed so well with this Whiteboard Friday! Thank you and please keep making us better Search Professionals!
Cancel
surbhishop

2018-03-06T03:55:36-08:00

its great feedback. Thanks for sharing what we actually thought at initial stage of our launching of SurbhiShop platform

and till now, {may be not so fast and high} , but we able to keep us alive organically on internet.

Kindly suggest, if possible, to improve more ranking organically. It will be very helpful for the team like us who are not so wealthy to buy billions to show up at top.

thanks again.

Surbhi Shop Business Marketplace Team

surbhishop edited 2018-03-06T03:56:05-08:00
1 0

its great feedback. Thanks for sharing what we actually thought at initial stage of our launching of SurbhiShop platform and till now, {may be not so fast and high} , but we able to keep us alive organically on internet. Kindly suggest, if possible, to improve more ranking organically. It will be very helpful for the team like us who are not so wealthy to buy billions to show up at top. thanks again. Surbhi Shop Business Marketplace Team 
Cancel
Mike Harf

2018-03-07T05:49:33-08:00

When attempting to start to sell our new services (digital marketing services) I was struck with a harsh reminder, how difficult it can be to sell a product or a service (especially a service) to customers when you have no brand.

We have built our coffee company’s brand (Aquaspresso) up quite nicely over the last 8 years to the point where most customers we interact with on a first time basis have heard of us or know of some company that uses our services. It hadn’t dawned on me how beneficial “brand recognition” can be when you are selling your product or service, until we launched our digital company a few months ago.

When we launched our digital agency (Digital Results) we had ,and still today, have no brand presence - we are essentially a nobody in a VERY flooded space. Digital Marketing must be one of the most saturated industries in South Africa if not the world especially when it comes to reaching one’s audience as all the digital agencies are naturally trying to find their customers online.

I however still have a strong belief that one can build a brand and find customers in the process, in a crowded industry. I’ve been experimenting with a number of distribution/sales tactics over the past few months and here are some of my learnings (mainly from failed experiments)
1. It’s less important what product you sell and more important how you reach the person (if you have a saturated medium in your industry, whether it be Facebook, Adwords or something else, simply try a different medium where your customers are likely to be (cold calling or cold emailing STILL works btw). There is almost always a channel where your competitors aren’t active (Youtube, is often in a lot of industries, that very channel)
2. Low Risk >> Low Price ; Overcoming the risk factor of doing business with you is usually far more important and valuable than being cheap. I had almost forgotten that one of the biggest reasons that customers chose to rent our coffee machines rather than our competitors’ in the early days was that we were offering month-to-month contracts where our competitors were offering 3 year rental leases (people often chose us over them even though they hadn’t heard of us and our prices were higher)
3. “Time spent” is a risk consideration as well. We were offering free trials on our digital products in the first months which weren’t successful as customers still had to go through a meeting with us, implementation, etc. If you can find a way for your customers to use your products or service in a way which is as risk-free as possible and takes minimal time/effort on their part, you are giving yourself a big chance to succeed.
4. Guarantees - In a field of little trust their are huge opportunities. Almost every company we have spoken to, had been burnt at some stage by a digital company promising the world but delivering nothing. What better way to overcome this industry bias than by offering a money back guarantee (yes it’s risky but if your service and product is good AND you believe that people, on the most part, are fair and don’t intentionally go out there to take advantage of companies, then money back guarantees can be a great way to separate yourselves from competitors. We have recently started offering a money back guarantee and have immediately seen how effective it can be
5. Niches are king - One of the oldest bits of advice, but still one of the most important to heed is to start in a niche. Starting in a niche somehow automatically gives you more authority than your competitors who are “the best at everything”. People automatically assume that a car insurance company who ONLY serves women, will serve women better than a company who serves woman and men. When you go after a niche you can either choose an industry niche or a market segment niche - both are effective and important
Every industry is different but in many ways all industries are alike. Cracking the brandless sales pitch is a big goal for me and I continue to learn new things each day in this mission.

Brand building of course is important but you have to start somewhere!

1 0
When attempting to start to sell our new services (digital marketing services) I was struck with a harsh reminder, how difficult it can be to sell a product or a service (especially a service) to customers when you have no brand. We have built our coffee company’s brand (Aquaspresso) up quite nicely over the last 8 years to the point where most customers we interact with on a first time basis have heard of us or know of some company that uses our services. It hadn’t dawned on me how beneficial “brand recognition” can be when you are selling your product or service, until we launched our digital company a few months ago. When we launched our digital agency (Digital Results) we had ,and still today, have no brand presence - we are essentially a nobody in a VERY flooded space. Digital Marketing must be one of the most saturated industries in South Africa if not the world especially when it comes to reaching one’s audience as all the digital agencies are naturally trying to find their customers online. I however still have a strong belief that one can build a brand and find customers in the process, in a crowded industry. I’ve been experimenting with a number of distribution/sales tactics over the past few months and here are some of my learnings (mainly from failed experiments) <ol><li>It’s less important what product you sell and more important how you reach the person (if you have a saturated medium in your industry, whether it be Facebook, Adwords or something else, simply try a different medium where your customers are likely to be (cold calling or cold emailing STILL works btw). There is almost always a channel where your competitors aren’t active (Youtube, is often in a lot of industries, that very channel)</li><li>Low Risk >> Low Price ; Overcoming the risk factor of doing business with you is usually far more important and valuable than being cheap. I had almost forgotten that one of the biggest reasons that customers chose to rent our coffee machines rather than our competitors’ in the early days was that we were offering month-to-month contracts where our competitors were offering 3 year rental leases (people often chose us over them even though they hadn’t heard of us and our prices were higher) </li><li>“Time spent” is a risk consideration as well. We were offering free trials on our digital products in the first months which weren’t successful as customers still had to go through a meeting with us, implementation, etc. If you can find a way for your customers to use your products or service in a way which is as risk-free as possible and takes minimal time/effort on their part, you are giving yourself a big chance to succeed.</li><li>Guarantees - In a field of little trust their are huge opportunities. Almost every company we have spoken to, had been burnt at some stage by a digital company promising the world but delivering nothing. What better way to overcome this industry bias than by offering a money back guarantee (yes it’s risky but if your service and product is good AND you believe that people, on the most part, are fair and don’t intentionally go out there to take advantage of companies, then money back guarantees can be a great way to separate yourselves from competitors. We have recently started offering a money back guarantee and have immediately seen how effective it can be</li><li>Niches are king - One of the oldest bits of advice, but still one of the most important to heed is to start in a niche. Starting in a niche somehow automatically gives you more authority than your competitors who are “the best at everything”. People automatically assume that a car insurance company who ONLY serves women, will serve women better than a company who serves woman and men. When you go after a niche you can either choose an industry niche or a market segment niche - both are effective and important</li></ol> Every industry is different but in many ways all industries are alike. Cracking the brandless sales pitch is a big goal for me and I continue to learn new things each day in this mission. Brand building of course is important but you have to start somewhere!
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ummayashri

2018-03-08T23:43:13-08:00

A debt of gratitude is in order for another accommodating post Rand!

As an advertiser I don't have much involvement with Paid promotions yet in the event that I put myself at clients/guests put, I once in a while click obscure promotions. What's more, in the event that I do then before making any move I used to well research about the organization, its items/administrations, and surveys. In the event that I don't discovered it's by one means or another a decent online nearness, I used to leave since I can settle on something better.

Along these lines, what turns out is the thing that Rand you have said above. Putting time and cash in paid promotions might be worth when it's finished with mark mindfulness, research and arranging.

You rock!

ummayashri edited 2018-03-08T23:46:25-08:00
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A debt of gratitude is in order for another accommodating post Rand! As an advertiser I don't have much involvement with Paid promotions yet in the event that I put myself at clients/guests put, I once in a while click obscure promotions. What's more, in the event that I do then before making any move I used to well research about the organization, its items/administrations, and surveys. In the event that I don't discovered it's by one means or another a decent online nearness, I used to leave since I can settle on something better. Along these lines, what turns out is the thing that Rand you have said above. Putting time and cash in paid promotions might be worth when it's finished with mark mindfulness, research and arranging. You rock! 
Cancel
bhistrahul8

2018-03-08T23:40:59-08:00

Also my opinion ads does not really work

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Also my opinion ads does not really work
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Ankit Mishra

2018-03-08T23:02:32-08:00

100% correct Rand!

Many of client whom I spoke just talked about their previous Google or Facebook ads that didn't worked from them as they expected. I had cases where the web / business owners started these activities and due to low knowledge they faces these failure.

I have a real time example of one of my client who has Hotel Property in Munnar (Kerala) in India. They wanted to get more reservations from day one, I made them understand its better to initially start with reaching audience, letting them know there is a new property and how does these make difference, we hired a professional photographer who took amazing pictures, that were more attracted and we started with just display ads, optimized Google Business Listing, did SEO from them.

Now today, after 8 months Today, they are receiving great volume of reservations for their property, with more than100+ reviews (Positive) on Google Business Listing.

Web / Service owners always want to get cream leads from day one they hire a marketer, and even many of times the marketer showcase these area like they will start getting leads from the day they opt their services. Which lead to failure of campaign for lot of times.

I in person as marketer always try to let me client learn and see the real fact about their newly launched product or service, so they have a set of mind into what we are going to do as marketer for them and what expectation they can have from day one.

Thanks for such a great topic cover!

Cheers

Aankitmishra edited 2018-03-08T23:03:54-08:00
2 1

100% correct Rand! Many of client whom I spoke just talked about their previous Google or Facebook ads that didn't worked from them as they expected. I had cases where the web / business owners started these activities and due to low knowledge they faces these failure. I have a real time example of one of my client who has Hotel Property in Munnar (Kerala) in India. They wanted to get more reservations from day one, I made them understand its better to initially start with reaching audience, letting them know there is a new property and how does these make difference, we hired a professional photographer who took amazing pictures, that were more attracted and we started with just display ads, optimized Google Business Listing, did SEO from them. Now today, after 8 months Today, they are receiving great volume of reservations for their property, with more than100+ reviews (Positive) on Google Business Listing. Web / Service owners always want to get cream leads from day one they hire a marketer, and even many of times the marketer showcase these area like they will start getting leads from the day they opt their services. Which lead to failure of campaign for lot of times. I in person as marketer always try to let me client learn and see the real fact about their newly launched product or service, so they have a set of mind into what we are going to do as marketer for them and what expectation they can have from day one. Thanks for such a great topic cover! Cheers
Cancel
6pack2go

2018-03-11T07:39:35-07:00

spoken like a true pro do your research before you spend your money know your targeted group get to know them ask them their opinion

1 0

spoken like a true pro do your research before you spend your money know your targeted group get to know them ask them their opinion
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Post Analytics

The #1 Reason Paid Ads (On Search, Social, and Display) Fail - Whiteboard Friday

Video Transcription

The cycle

Why does this happen?

The solution

Comments 58

Video Transcription

The cycle

Why does this happen?

The solution

Comments 58

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