Every business owner knows the drill. You get a phone call from a company that almost promises you more sales if you advertise with them. After dancing around the final cost by pushing all the benefits first, they get to a number that’s enough to buy a new iPad… every month.
This might be peanuts for a multinational, but for small business owners, that’s a steep hill to climb, and in the end, did you actually get those sales, or did you just throw iPads in a bottomless pit?
What if you can control the cost and reach a bigger, more targeted audience?
Some of you may know, I also run an online record store, so a lot of my advice is coming from my experience building that store.
Selling records is a tough business. Low margins, high shipping costs and very picky customers. So, I had to find a way to advertise on a budget.
Google Adwords was my first stop in advertising the business. The beauty of Adwords is that you can highly target your audience. You can set who sees your ads by literally creating a circle around your area of business. Then narrow it down to specific searches. For example, my ad only shows up in western Canada, and only for people who search for specific keywords like “vinyl records Canada” or “online record stores”.
In the past 30 days, I received well over 500 visitors on my site with a daily budget of $2.50, which makes a total of $65. Now, you have to understand that all of these 500 visitors are people that are at least interested in collecting records. Those 500 visitors, a few of them bought, grossing over $300. Not bad for a $65 investment.
It’s not all rose petals and moonlit stargazing. I had to go through quite a bit of trial and error before I got to these numbers. That’s why you create multiple ad campaigns, multiple ads and try different targets and keywords to see what works best. Take the best campaign(s) and try to perfect that.
In upcoming posts, I will talk about Facebook advertising and “retargeting” and I’ll be digging into Adwords a little deeper, so keep an eye on this blog.
Contact me if you’d like assistance with getting your ad campaigns set up.