5 Steps To Effective Paid Advertising Campaigns

If you’ve ever struggled to get results from paid advertising, spending thousand of dollars, but not getting any results from them.

Then, you’re not alone!

Many founders think that running ads is just throwing money on the face of social media platforms and generating money from them.

If you think that, then, you’re partially wrong.

The consequences?

• Wasted time and money

• Missed opportunities

• Poor results

What a real mess!

Thankfully, I recently discovered that running effective paid advertising campaigns can be broken down into 5 actionable steps that you have to do to “skyrocket your growth”.

If you do it correctly, you’ll get people to stop scrolling, click on your ad, read your landing page, sign-up, and eventually become a paid customer.

In this newsletter post, I’ll unveil this 5 step framework — to run effective ad campaigns that drive results and ultimately lead you to growth.

You’ll learn how to:

1. Have a high-converting landing page

2. Select the right advertising platforms

3. Create compelling ad copy and creative

4. Monitor and optimize your campaigns

5. Set a budget and bid strategy

If you’re ready to (finally) stop wasting your time and money and start getting actual results from your campaigns, then you can continue reading.

The insights could be what you need to take your startup to the next level of growth!

If you’re not already subscribed to our newsletter, then you’re missing out on 3 valuable piece of content EVERY SINGLE WEEK!

So, do yourself (and us) a favor of subscribing to our newsletter.

Create A High Converting Landing Page

The first part of any effective ad campaigns (or basically any marketing campaign that brings traffic) is the landing page, the page where the visitors who clicked your ad will go to.

If you don’t have a good landing page, no matter how much traffic you get from any marketing campaign, it’s all useless if your landing page can’t convert them.

The main purpose of any landing page is to make the visitor do a specific action such as sign up for a newsletter, or book a demo call, etc..

So, we can see how valuable it is for you to have a high-converting landing page.

We can break down a good landing page into two parts:

• Design

• Copywriting

I won’t go in more detail here, but soon I will be launching a 5-day email course on creating a marketing funnel that drives growth, so if you’re interested, be sure to subscribe to our newsletter.

You don’t have to create a fancy landing page with great micro interactions and animations.

All you have to is to make sure that your design is:

• Easy to understand

• Follows basic UX principles

• Have a strong branding

• Consistent across the page

As for the copywriting part, here’s what you have to do:

• Don’t use AI (please don’t)

• Make it easy to scan, visitors don’t read everything

• Write a headline that does 60% of the job

• Make visual graphics to supplement your copy

To sum it up:

Landing pages provide a highly focused and optimized experience for your visitors.

Which can increase the likelihood of conversions.

And drive better results for marketing campaigns.

Select the Right Advertising Platforms

I see a lot of founders not getting enough traffic just because they are not advertising in the right platform.

If your product is for job seekers, then running ads on Instagram is just pointless.

If your product is for photographers, then running ads on LinkedIn is again pointless.

See the pattern, choose the right platform where most of your customers are.

Each platform has unique advantages. These questions can help you choose:

• Is your audience spending time on the platform?

• Are your competitors advertising there?

• Can it help you achieve your advertising goals?

Google’s Ads Transparency Center and Meta’s Ad Library section provide details on ads run by your competitors on their platforms.

Again, I am not covering a lot here, but as mentioned before, I will soon be launching a FREE 5-day email course which will cover this in detail.

Some advertising platforms may require more effort than others. For example, creating video for YouTube ads likely takes more time than creating an image and writing the copy for a simple Facebook ad.

Create Compelling Ad Copy and Creative

Now that you have chosen your platform you want to advertise on, the next step will be to write and design you ad.

The whole purpose of your ad is to grab attention.

It is to make the audience stop scrolling

It is to make the audience click on the ad

Like landing page, we can break down the ad into two things:

• Design

• Copywriting

Here are some design tips:

• Use visually appealing graphics

• Grab the audience attention in the first go

• Proper use of hierarchy, direct the audience

Here are some copywriting tips:

• Use concise and simple language

• Use personal stories to connect with your audience

• Use persuasive calls to action to encourage readers to act

Also, make sure messaging is consistent between your ads and landing pages.

This reinforces key selling points and nudges visitors toward a desired action. Such as purchasing a product or signing up for a service.

Ad visuals and videos should follow the same principles. They need to be consistent and on brand, with high-quality imagery and an effective message.

You can go to the Facebook Ad Library or LinkedIn Ad Library to analyze a lot of different ad creatives and copywriting.

Set A Budget And Bid Strategy

Now you have an ad (or multiple ads) to run, and you also have the platform where you want to run the ad(s) on.

The next thing will be to run the ad, right? No, it’ll be to analyze your budget and your goals.

Your advertising budget can be determined in different ways.

Your budget might be fixed. For example, a company may have budgeted $5,000 per month for paid advertising. And you get to use only this amount for online ads.

Another way is to set a budget based on your goals and desired return on investment (ROI).

For example, your goal might be to acquire 50 product trial leads. Based on the past ad performance, you know that 10 out of 50 leads convert into paying customers. And you profit $1,000 on each customer.

50 leads → 10 customers → $1,000 in profit per customer = $10,000 in profit

This means your ad budget for acquiring 50 leads should be no higher than $10,000. The lower you can push it, the more profit you make.

But you’ll never get the real picture until you actually launch an ad.

Why? Because you’re bidding against other advertisers who want to show ads to the same audience.

But bidding is not just about the amount of money you have. The quality and relevance of your ad play crucial roles in whether your ad is shown.

Google, for instance, uses the Quality Score (QS) metric measured on a scale from 1 to 10. It’s influenced by click-through rates, ad relevance, and landing page relevance.

A higher QS means your Google ads and landing pages are more relevant to your audience. This means Google will likely display them more prominently.

This is a huge topic, that’ll be again covered in my free 5-day email course (I promise I won’t talk about this course in this post again)

Monitor and Optimize Your Campaigns

Most advertising platforms have analytics capabilities you can use to analyze ad performance.

They help monitor your paid campaign performance to identify profitable ads and rework or discard ineffective ones.

Meta’s Ads Manager shows you how your Facebook and Instagram ads perform. You can see how many people viewed or clicked on your ad. Or how it performed across different demographics.

The next step is to optimize your ads. Ads can be optimized automatically and manually.

Some advertising platforms optimize campaigns automatically.

For example, if Google identifies a keyword driving lots of conversions for your ad, it may display your ad more often for this keyword.

But you can also do manual campaign optimization.

One way is to identify ad elements that are underperforming.

For instance, your social media ads might get lots of clicks but no sales. This could indicate your ad copy resonates with the target audience. But maybe the landing page is unconvincing and needs to be improved.

To help you figure out what isn’t working, you can do A/B testing.

Test one change in your ads at a time, whether it’s a headline, image, call to action (CTA), or something else. And keep other elements unchanged.

Wait and see which version performs better. And then refine your ads using elements that work the best.

That’s it for the issue! Hope you learned something from it.

If you wanna deep dive more into learning about paid advertising and launching a complete high-quality marketing funnel, I would recommend you to subscribe to my newsletter if you haven’t already!

We’ll soon be launching our 5-day email course on this very topic.

Want to start running ads? Here’s what you have to do:

• Design and write a high-converting landing page that speaks to your customers’ problems

• Choose the right platform where your potential customers are and where your competitors’ are running their ads on

• Create a compelling ad that grabs the user attention by following simple copywriting and design principles

• Analyze your budget and goals to make sure that you don’t overspend and you don’t underspend on paid ads

• Monitor your ads and optimize them further for better performance

I hope you’ll give this a try!

See you on Wednesday.