Start with definitions and goals
On one hand – “earning money” or “getting customers” does not count. The key is to get specific. In other words, determine the amount of your marketing.
You should be told three things before you dive into it:
- What are you promoting.
- Who are you promoting it to.
- How much can you actually spend on publicity.
What are you promoting (your product)
What is it that you are actually offering/promoting on your website? a product? A service? Valuable content?
How much you can spend on publicity (time and financial budget)
laying the foundation
Website / destination set up
Create Focused Page
Set up analytics
Work on getting traffic
Personal Blogger / Site Owner
Using paid traffic to get data
You should do a few different things with this data:
- Given which conversions the keywords are driving. AdWords gives you this information.
- Seeing which landing pages (or pieces of content) perform best based on your goals. How can you optimize pages and use extracts that are not performing?
- Determining which ad copy performs best
- For eCommerce, identifying which types of offers entice people the most (ie free shipping, 20% discount welcome discount, etc.).
- Setting up recovery campaigns – not the usual “buy” campaigns but ads with interesting traffic that you can take when your traffic is small. If you want to divert some paid budget to Facebook.
- Once you are running a retargeting campaign, you should see where your audience goes online. We covered this topic on this podcast episode.
- Improving your advertising campaigns in general.