Email and online advertising are two of the most powerful tools in the world of digital marketing. Using them properly gives your business a crucial edge over the competition.
Two of the most important sites to advertise with are Google and Facebook. Using these sites, you can build your email list, which is your best way to make sales through the Internet.
Let’s take a look at how to:
- Create Google ads to drive Facebook ads
- Create Facebook ads to build your email list
- Build your email list to make sales
1. Run a Google Ad to a Matching Landing Page
Creating a Google ad is fairly simple. Just create a Google AdWords account and follow the subsequent instructions.
Creating an effective ad that generates interest and sales, however, is more difficult.
The first step in this process is getting people to click on your Google ads. The first thing to consider when setting up a Google ad is keywords, which are the words and phrases that will determine who sees your ads.
Your advertisements display when users search for these keywords. They should be relevant to the goods or services your company provides.
They should be specific enough for your ads to only appear to those who might be interested, but general enough to match realistic searches.
For example, if you run a website for users to compare car prices, your keywords should include “car prices,” “car cost comparisons,” “car price checker,” etc. You will designate these words and phrases when you set up a Google ad.
The next aspect to consider is the advertisement itself. These ads will consist entirely of text, so you cannot rely on bold colors or attractive images to grab the prospective customer’s attention.
Instead, you need to craft a well-worded, easily noticeable statement. What you are offering should be immediately clear.
If you are offering any special deal, it is also a good idea to mention that in the ad. If you are offering a sale, a discount, or a free trial, mention it in your brief description.
Most importantly, you need to include a call to action with a commanding action verb in your ad. This could say, “create a free account,” “find the best deals,” or even simply “buy now!” A statement such as these will encourage someone to click on your ad.
Another useful tactic is to create multiple versions of your ad. Different ads will almost certainly have different rates of success.
Try varying your:
- Call to action
- The wording of your offers
Over time, Google AdWords will automatically begin to show the more successful versions more often.
After a user clicks your ad, a landing page displays. This page will be a web page of your choice, presumably on your company’s website. The most common mistake made with landing pages is not making them directly relevant to the ad.
The person who clicks on your ad wants to see exactly what you mentioned in the ad. If they click on an ad for car price comparison, they do not want to see motorcycle prices or car reviews. They want to find out how to get the best deals on cars.
Unlike the Google ad, your landing page can contain images and videos – and it should. Visual stimuli will make the page more engaging, which will in turn make the viewer more likely to stay on it.
Some site visitors will convert to paying customers, but many will not. However, this visit is not the end of the line.
With Facebook retargeting, you can target these visitors with ads to encourage first-time conversions or return customers.
2. Use a Facebook Pixel and Create a Facebook “Lead Ad”
Facebook pixel is an invaluable tool to track potential customers. This feature allows you to place a transparent pixel on a page that then allows you to track a person’s actions on your website through Facebook.
To use a pixel:
- Log into your Facebook Ads Manager.
- Click Business Manager.
- Select Audiences.
Then, create a Custom Audience consisting of visitors to your site.
You can find your pixel code through your business’s Facebook page. You can then embed this code into your website’s code.
Using the pixel, Facebook collects information on:
- When a person visited the site
- What pages they viewed
- How long they spent on it
- What they did while there
This information, which is linked to their Facebook account, will be used to place them into your Custom Audience. You can then target Facebook ads toward those who visited your site.
By placing a pixel on your landing page, you can retarget those who have already viewed your ads. Retargeting is the process of targeting advertisements towards those who have already visited and interacted with your site and tailoring them to appeal to a more specific audience.
All of the most successful online marketing campaigns employ this technique. These campaigns often also use email to convert customers.
Amazon, for example, retargets customers by emailing users about discounts on products they have searched for in the past. You can use retargeting with Facebook to show Lead Ads to those who clicked on your Google ads.
Facebook Lead Ads provide users with the opportunity to fill out a form on Facebook to provide you with contact information and express interest in your product or service. You can use this information to build your email list.
3. Add a Call to Action to Click the Lead Ad and Opt-In
A Facebook Lead Ad appears as an image with a headline and short caption. The image should be eye-catching and relevant to your business, specifically the aspect of it that the customer has expressed interest in.
Avoid adding text on the image itself, as too much text will cause Facebook to reduce how often it is shown significantly.
Like a Google ad, a good Facebook ad must have a call to action. Use clear, concise wording and a commanding verb to get prospective customers to click the ad and complete your form.
One of the best ways to do this is to offer a special deal to those who fill out the Lead Ad and join your email lists, such as a discount code or a free trial.
Providing some financial incentive will significantly increase the likelihood that people will, in turn, provide you with their contact information.
4. Send Nurture Emails with Content Related to the Search Terms
When someone expresses interest and gives their contact information to your business, they become a sales lead. To convert sales leads to actual sales, you can send nurture emails.
A nurture email encourages readers who have previously engaged with your company to make a purchase.
The techniques used to accomplish this can and should vary based on:
- What you are selling
- How you have developed your brand identity
- Who your target demographic is
Visual stimuli are once again extremely useful when it comes to email marketing. People are significantly more likely to remember information that is communicated through a picture or video than that which is simply stated in text.
A creative, visually appealing message will pique your reader’s interest and increase the likelihood that you will make a sale to them.
The only hard and fast rule of nurture emails is to make sure they are relevant to the original Google search. The average American office worker receives over a hundred emails every day, so yours needs to grab their attention immediately.
To do this, include one or more of the keywords from your Google ad in the subject line of your email. This will ensure that the recipient immediately sees it as something of interest to them.
Because most clients have many emails and little time, it is also important to keep your messages brief. A wall of text in an advertising email will usually go unread.
Keep in mind that you do not have to cover every aspect of your business in a single message.
You will already know that the recipient is interested in your business. And because emails, unlike Google and Facebook ads, cost you nothing, you could send a series of emails over time, with each discussing a different opportunity or advantage you can provide to customers.
These methods are some of the most efficient there are for online marketing. Google ads can drive both immediate sales and follow-up Facebook ads. Facebook ads encourage prospective customers to join your email list.
Finally, your email list provides you with an avenue to communicate with people who you know are interested in your business. These valuable tools will help you connect with customers, make sales, and grow your business.
Incorporate these tools into your marketing strategy today and share your experience with them by commenting below.
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