6.3 Things to Remember

Welcome to the final episode of this course on paid advertising. We have covered a lot of ground here, and want to leave with you a few final thoughts that will tie all of this together.

Our hope is that these pointers will help you become a really effective ad marketer. Actually we hope that the entire series did that but this is just the cherry on the top. So, here we go. 

Firstly, take time to understand the business. In the beginning of the course we actually took a lot of time to talk about different kinds of businesses and business models. This is for you to understand the kind of business that you're serving, in order for you to get them results. It's very important that you do not skip this step when working with a client. Even if the client wants to rush through and get ads running, stop and take the time to understand the business, understand the business model and how sales happen.

Next, Understand the audience you are marketing to. Again, a step you can’t skip. In order for you to target effectively, or even for you to be able to write good copy, you need to understand the kind of audience you're talking to. What locations are they in, what age groups are they in and their unique context. How you would speak to a 60 year old would be obviously different from how you speak to an 18 year old. I mean, your meme lingo is just not gonna fly with Aunty Susan from Cochin, right?

The third thing to remember is, make sure the business has a landing page you can drive traffic to. Most businesses think they can send traffic straight to the homepage, which is actually not a great idea. Now, in the case of Lancify Abroad, we used the homepage because all the different buttons on the page connected to a single call to action which is “Get a free session”. So it worked like a landing page. But most websites have a whole bunch of things happening on their homepage and you really don’t want to be sending ad traffic there.

And finally, Plan your campaign first. This is a very important step for you to consider. While it is possible for you to go straight into ads manager, create a campaign, do some amount of targeting, add a few ads and creatives and test it out - this is a rookie mistake.

In order for you to get real results, before you build anything on the Facebook platform, sit down and document exactly who you're targeting, their age groups and locations, their interests, and the kind of ad copy that would work for each of your audiences. Write the various headlines, the primary text and create images beforehand. And have all your ad collateral ready before you go into setting up your ads. Stick to these key steps and you’re sure to be running effective ads for virtually any business.

Now you might say, I've only learned how to create one kind of campaign, which is a lead magnet campaign. I know how to send traffic to a landing page, and when they click on the button, they sign up and give the information.

But what if I want to run different kinds of campaigns?

Well, the truth is, the fundamentals stay the same. You understand who you're targeting, you create the audiences, you make sure that the landing page and the individual product pages have the pixel on it, and you create the conversion tracking like we talked about, so that you know that they've converted. As you grow as an ad marketer you’ll find yourself with unique problems and even more unique ways to solve them, which is how you will set yourself up for success.

We hope this series has helped you get an insight into the world of advertising and empowered you to begin your journey.