+ Quick results
+ Easy to track ROI
+ Lots of different channels available
- You will need budget to run ads
- Can be overwhelming if you have not run ads before
When you are looking to get more customers or traffic to your website, running ads is a quick way to achieve this. Unlike SEO you are able to get results directly from running ads on the different platforms available. We do recommend to have a defined a marketing strategy before you are running any ads, as it is best to fit them into your bigger picture.
When looking at running ads or paid traffic to your site, these are the most common ways to do so:
Below we will give some insights into the different channels you could use to generate website traffic, leads and customers. Before running any campaigns, make sure you know exactly on which target group you want to run ad campaigns. A big plus would be if you had the Facebook pixel running for a while, this will allow you to create look a like audiences.
If you don't have a big budget, or want to get the most out of your budget. Make sure you check out our blog article on how to get started with Growth Hacking. It will help you to change your mindset and run quick experiments on whatever you do.
Running advertisements can be done on different ways, you can promote a post with one click after it is live for example. It is a good way to get some extra exposure without needing to know all the ins and outs of running Facebook Ads. We won't recommend this feature if you want to get the most out your budget, no matter how often your run ads.
When you are running a few ads per year the Facebook Ads Manager is your way to go, it will give you almost all possibilities you need to run ads on Facebook. You are able to target very specific audiences and you can keep track of everything you need to know. Make sure you know your target audience before running any big budgets.
For the real professionals who want to run ads on Facebook, you will need something like the Facebook Power Editor (or any thir party Facebook advertising suite). Big advantages; you can create a lot of campaigns & ads offline and upload them after in once to Facebook. It is easy to duplicate ads, sets or campaigns for any split testing you want to do. The use of a certain tool is not just for companies with a big budget, it is for the companies who want to get the most out of their advertisement budget.
If you didn't know, Instagram is part of Facebook. This means you can run Ads on Instagram using the Facebook tools listed above. You are able to run your ads on the different platforms Facebook offers or to exclude some of them if they are not relevant. You will need to have a Facebook Page and Instagram Business Profile to run any ads on Instagram. For running/planning the ads, see the part of Facebook Ads above.
If you are looking to grow your Instagram profile, see here our blog on how you can growth hack your Instagram account.
Pinterest is a great example that you do business with People. Pinterest is used by people to determine on what they are going to do, make and buy. Wit running ads you are able to reach people which are looking for ideas. It isn't the most logical platform when you think about B2B marketing, determine if running ads on Pinterest can be off interest for your companies. The answer is probably is yes.
With Pinterest you can search basically anything you can imagine and you will see the search results in images, it is a very visual way to get exposure. The platform has endless scrolling which causes people to spend more time on the platform. Your ads will be part of the results and you will need to stand out using valuable images.
As a B2B company running ads on Linkedin is a great way to reach your target audience. Nowadays almost everyone will have a Linkedin profile, which they use to gather new information plus connections. For running ads on Linkedin is very important that you have defined your Ideal Customer Profile and target companies very well. A lot of companies who run ads on Linkedin use it for Account Based Marketing which goes even a step deeper than just running ads to a bigger audience. See here some quick steps on how to get the most out of your Linkedin ads.
Want do you want to achieve? More brand awareness or very concrete sales leads. When you know what you want to achieve you probably know exactly what type of content you will need for this. A visual ad will have different results than a E-book download.
With Linkedin ads you are able to run very targeted campaigns. Most importantly will probably be industry, geography, job title, and seniority. using those attributes will help you to target decision maker in the companies you are looking for.
Based on the goals you have determined it is time to add the content. Make sure the content you choose match your goal plus interests of you target audience. If you are not sure, ask your current clients about their challenges and create content around that.
There are different ways you can spend your money. Based on the content you have chosen you can spend your money in different ways.
When you have set your campaign live it is comes now down to optimization. Make sure you keep track of your campaign(s) and change things where needed. Track ad performance and keep track of your ROI by adding UTM tags and checking your Google Analytics regularly if you are pushing them to your website.
Another way to run Ads is to target specific website audiences by focussing on a Thought Leadership website. As you focus on a certain industry and not the 'mass' you know you will get seen by the people you are looking for. Always make sure you focus your text/ad on your Ideal Customer Profile, it is a great way to get buy-in from different people within the organization.