1. First Things First: Like, Really Know Them—Know Your Audience
Alright, so the truth is that your advertising are just noise if you find it difficult to connect with the individuals you intend to target. Consider it: when was the last time you clicked on an advertisement that seemed hardly at all related to you? Just as said.
We will explore all the delicious material: search queries, keywords, audience targeting, even audience sizing-up. No, I mean not only speculating about the possible number of consumers for your goods. I am referring to truly knowing where they fall in the buyer’s path, sometimes known as the funnel. You are aware of the funnel, then? People travel from “Hmm, what’s this?” to “Shut down and take my money!” on that enchanted road.
Here’s where the messaging becomes fascinating. One cannot approach everyone the same manner. Someone who is just starting to know your product (top of the funnel) has a rather different attitude than someone comparing you to your rivals (nearer the bottom). Like would you attempt to sell someone who doesn’t even realize they need a car? No way at all. Still, someone else is test-driving already? At that point you start to employ the “limited-time offer” magic.
So yes, we will work out how to create messages that fit exactly wherever someone is in their path.
Learn more about audience targeting with AI.
2. Money Matters: Expert Cost Management
To be honest, what good is it if your advertising are not increasing your income over your expenses? Here, we are not dealing with Monopoly money. Everything is related to cost management.
We will discuss bid quantities, bidding techniques (yes, there is more than one), and CPC (cost per click, should you be new to this). Still, wait—there’s more! You will learn how to spy on your rivals—that is, not exactly but quite near enough. The auction observations of Google reveal Grand total goldmine. You can find out who is bidding on what, how hostile they are, and where you may slip in and fool them. It’s like chess, except for commercials.
Oh also related to conversion rates? We will indeed become fixated on those. Clicking is fun and all, but what good is it if they are not generating leads or actual sales? Really, we will get into the specifics of ensuring your clicks are worth every dime.
Learn more about cost management strategies on Moz.
3. Your New BFF is Machine Learning; the Robots Are Here
Now let us address the elephant in the room—machine learning. I see, look. Though it sounds all tech-y and frightening, it’s not as bad as you may assume. Once you know how to use it, in fact, it’s very wonderful.
Google’s ad systems are like hyper-smart computers with quicker data analysis than you could say “conversion tracking.” The drawback is that they are just as good as the information you provide them. You know—trash in, rubbish out. We will thus address how to arrange your data, budgets, and tracking such that the algorithms operate for you rather than against you.
We will also discuss timing—that is, why yes, when you run your advertising matters—and how to evaluate not only conversion volume (how many individuals converted) but also conversion quality (how important those conversions really are). Subtle: not every click is generated equally.
Explore Instagram marketing with machine learning.
Discover machine learning insights on Search Engine Journal.
What then is the game plan?
By the conclusion of all this, you will be able to:
- Directly address your audience with messaging that really connects (no more general fluff).
- Spend your ad money sensibly—that is, truly sensibly—so you are not only running cash-burning losses.
- Use machine learning to do the tough work while you relax and see the magic unfold.
Sounds great! Fantastic. Let us go right to it.