Text of my newsletter from 15th November.
If your marketing strategy doesn’t include paid advertising, you should consider it. It is the best way to get lots of traffic to your website quickly.
There are many ways and formats to run paid advertising campaigns, but today I’ll focus on Pay Per Click (PPC), and the two biggest PPC platforms: Google and Facebook.
When you get it right, PPC advertising is very cost-effective. But when you don’t, it burns through your budget like a wildfire.
So if you’re new to PPC, be sure to treat it with respect: learn as much as you can and start slowly.
The first thing to keep in mind is that Google and Facebook are in this to make money. So while they both have recommended settings, and make ‘helpful’ suggestions, remember that these are for their benefit as much as for yours.
They will cost you more money than you need to spend, unless your campaigns are highly optimised
PPC ad campaigns
An effective PPC campaign comes down to three principles:
- Careful and accurate keyword research
- Your ad copy and your use of keywords.
- Your landing page – it must be distraction-free, make good use of keywords, mirror the wording in your ads, tell a story and focus on benefits
Note: If you’re new to ad copywriting, structure it with a formula like AIDA. That piece I’ve linked to refers to writing the META title and description for better SEO, but it equally applies to writing a PPC ad. You will need to write a title and description in exactly the same way, so you can use the same formula.
Because PPC campaigns can be so expensive if you get them wrong, I suggest you start with a limited budget and work on optimising both your ads and your landing page at first.
When you’re getting good click through and conversion rates, you can start to slowly increase your daily budget and build the number of visitors to your landing page.
Basically: start small, learn, optimise your ads and landing pages, and then grow.
Also remember that PPC is not a ‘set and forget’ activity. You will need to continuously monitor your campaigns and optimise them.
This week’s links
So this week I’ve linked to the differences between the Google and Facebook advertising platforms, and when to use each, how to set up a Google ads campaign, how to set up a Facebook ads campaign, and how to build a good landing page.
5 differences between Google and Facebook Ads
Amit Phaujdar goes through 5 critical differences between Google and Facebook ads, and describes the cases in which each would be the better choice.
How to set up a revenue generating Google Ads campaign
Emma Greenman introduces Google Ads, tears down 6 Google Ad examples and takes you through setting up a new campaign:
How to set up a Facebook ads campaign
Anna Sonnenberg takes you, step-by-step, through the process of setting up a Facebook ad campaign.
How to create a good landing page
First, let’s get some terminology sorted out: by ‘landing page’ I mean the page that people see after they click on your ads.
Many people I talk to call the Home page on a website the landing page, but a landing page can be any page on your website. You can also have more than one landing page if you’re running more than one ad campaign.
The Home page is unique and specific: it’s the page people see when they type in the base URL of your website – e.g.
So, with that in mind, David Gargaro takes you through the purpose of a landing page, and how to create an effective one:
Years ago, I spent three weeks on Grand Cayman and Jimmy Buffett always brings back those memories – great memories! Here he is with Cultural Infidel:
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