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Digital Advertising Guide

Learn how to create and publish a Facebook Ad to improve your lead generation, start more sales conversations, and get more customers.

We suggest creating a marketing plan before starting any marketing tactic. This ensures consistency across your marketing effort.

Take 15 minutes and complete our questionnaire, and we will send you a custom marketing plan, a custom content calendar, and our complete creative brief template guide.

BUILD A MARKETING PLAN

In general, the execution of marketing tactics is the same. You pick a platform, set up the foundation, create a schedule, execute the tactic, assess the results, adjust, and repeat.

Why Digital Advertising Matters:

Advertising ensures you are at the top of Google searches, and ensures your social media posts are seen by your target audience.

This is by far the most effective way to be seen. It is also the most expensive.

What to Expect from Your Digital Advertising Efforts:

For every $2.50 you spend on running an ad, you will get 1 visitor to your website or landing page. 10% to 40% of your visitors will convert to leads. Results may vary depending on industry and the quality of the ad.

Before You Start Digital Advertising, Ask Yourself:

Is approximately 3 hours a month of your time and $2.50 worth a visitor? Is $6.50 to $25 worth a lead?

Your Step-by-step How-to Guide for Digital Advertising

1

Pick your digital advertising platform(s)

Their are many different platforms that can help you get your message out. Click on each platform below for a short description of pros and cons.

Google Ads

THE PROS

→ Least expensive pay-per-click way to drive website traffic.
→ Lots of options to customize campaigns to increase engagement and decrease costs.
→ Awesome help documentation and support

THE CONS

→ It takes a lot of time to become familure with the plateform.
→ Costs can increase drastically if you are not monitoring daily activity.
Facebook Ads

THE PROS

→ You can load your customer list and Facebook's AI will mirror your demographics.
→ You can get extremely specific with your targeting.
→ You can target based on people who have visited your website.
→ Facebook is the biggest, most widely used platform.

THE CONS

→ Unless you are paying for ads, Facebook will not be sharing your content organically.
→ Users have to be viewing their feed to see your ad.
→ If you are in a highly competitive market, you are going to pay high rates.
LinkedIn Ads

More Info Coming Soon...
Twitter Ads

More info coming soon...
YouTube Ads

More info coming soon...

Need more help? Click here to schedule a FREE 15-minute consultation with one of our marketing experts.

2

Setup your digital advertising accounts.

Click on each platform below for instructions and links to getting started.

3

Create a content calendar.

It's important to layout when you are going to do what. Fortunately, we've put together the best practices for you.

Manually add the following events to your calendar or task list.

Or email support@webeducationservices.com from a Gmail account and we will transfer a complete content calendar to you. Just remove the tactics you don't want.

Monthly Tasks or Repeating Events (add to your calendar)

Write a creative brief

Once a month you will want to outline one new ad in a creative brief.

More detail will be provided in the Execution Step of the guide.
Content creation

Depending on the ad type, you will create a video, image(s), and/or copy to accompany the ad.

More detail will be provided in the Execution Step of the guide.
Create a landing and thank you pages

All ads should have a call-to-action that leads to a specific landing page. Landing pages are generally simple and specific. Typically they have a form or some other lead generation component. After a visitor completes the action, you will redirect the them to a thank you page.

More detail will be provided in the Execution Step of the guide.
Setup and launch

Now that you have an outline for your ad, the creative completed, and landing pages setup, you can setup and launch the ad.

More detail will be provided in the Execution Step of the guide.

Weekly Tasks or Repeating Events (add to your calendar)

Example Content Calendar:

Sun

Mon

Tue

Wed

Thu

Fri

Sat

10am SEO: page review and update

10am Social: write schedule

11:30am Blog: write and post

4pm Ad: performance review

10am Local SEO: add a new listing

10:30am Reputation: add a new listing

11am Email: send and review email

Show all

10am Blog: Outline

11am Email: creative brief

10am SEO: page review and update

11:30am Blog: write and post

4pm Ad: performance review

11am Email: send and review email

10am Ads: creative brief

10am SEO: page review and update

10am Ads: content creation

11:30am Blog: write and post

4pm Ad: performance review

11am Email: send and review email

10am Ads: landing and thank you page

10am Ad: setup and launch

10am SEO: page review and update

11:30am Blog: write and post

4pm Ad: performance review

11am Email: send and review email

10:30am Local SEO: review a listing

11am Social: ROI analysis

10am SEO: page review and update

11:30am Blog: write and post

4pm Ad: performance review

10am Local SEO: add a new listing

10:30am Reputation: add a new listing

11am Email: send and review email

Show all

10am Blog: Outline

4

Execute your plan.

Each task will take a little time to master; however, by creating new ad sets each month, you will eliminate poor preforming ads and develop new ads to ensure maximum ROI for your efforts.

We suggest linking the step by step guides and templates to your task calendar to make it easy to complete your tasks.

Monthly Task Execution

Write a creative brief

Outlining your strategy, ad set, and the anatomy of your ads is criticle to developing good ads. You don't want to be lost in technology while trying to be creative at the same time.

Click here to download your ads marketing brief template.
Content creation

You can keep is simple by downloading stock photos and icons. Or you can try your skills at taking and editing photos. Either way, here are some of our favorite free apps.

Free photos
Free icons
Free editing tool
Free layout tool
Create a landing and thank you pages

To create quick and powerful landing pages make sure you are using Studio WES website builder.

Click here to schedule a demo with us today.
Setup and launch
- Go to Facebook ads manager
- Click on the green plus icon to create a new campaign
- Complete all the fields in the campaign editor. Use your creative brief as needed.
- Complete all the fields in the ad set. Use your creative brief as needed.
- Complete all the fields in the ad. Use your creative brief as needed.
- Add additional ad sets and ads as needed. Use your creative brief as nedeed.

Weekly Task Execution

5

Assess your plan.

Unlike organic marketing activities, Ads should generate leads quickly. If it's costing you money and you aren't seeing tangible results, pull the plug and try a new ad.

As a rule of thumb, every dollar you spend should generate two dollars in revenue.

6

Adjust and Repeat.

Don't give advertising if you are not seeing an immediate, direct impact. Try adjusting your content. Think about why would your audience care about your message. And most importantly, make sure you answer the question "what's in it for me?" (me being your audience).

If it is working, increase your budget. If not, try different creative or a different call-to-action.