How To Create Ad Campaigns (That Don’t Send You To The Poorhouse)

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Hello everyone, my name is Clay Collins, and I’m about to get on a flight to Seattle, Washington, but before I do that, I wanted to leave you with a very important episode of the Marketing Show. So we’re going to be talking about paid advertising.

So here’s the deal. 95% of businesses are stuck in their growth because they cannot go out and simply acquire the traffic they need to grow as a business. So many entrepreneurs are stuck blogging to grow their list or doing guest posts on other blogs to grow their list, or you know, tweeting and Facebooking, and they get stuck, right. They only grow so far. And here is the deal. If you want your business growth to be a hundred percent in your hands, you need to be able to just go out there and acquire the traffic that you need to grow to the size that you want to grow to. And the way to go out there and just get the traffic you need, just grab it, is paid traffic where you could just go out and buy what you need. But it doesn’t make sense to get paid traffic if you’re going to lose money on it. You want a situation where you’re paying $5 in order to make $10, instead of paying $10 in order to maybe get $5 worth of sales.

So let’s talk about how to do this. Let’s talk about how to create advertising campaigns, paid advertising campaigns that make money for you that have a positive ROI instead of losing money. So how do you do that?

Well, the number one thing you need to do is have alignment in your paid marketing campaign or your paid advertising campaign, and the number one mistake that I see people making is that they don’t have alignment with their marketing campaign.

So what are the things that you must have alignment with in order to make this work? Well, you must have alignment between your ad placements, where it’s appearing, your ad content, what the content of the ad actually says, your landing page, and what you’re eventually selling or your offer. So let’s go into the computer so I can show you an example of exactly what I mean.

So like I said, there must be congruence between four things. The people who see your ad need to see an ad that is perfectly suited to them so the ad must be in complete alignment with where that ad is being placed. The landing page that people go to after they click on that ad must be a complete match to the content of the ad. So exactly what you promised in the ad needs to be delivered on the landing page and the eventual product that you offer needs to be lined up with everything.

So let me just give you an example of this done well, okay. So this is an amazing example. Let’s say you placed an ad on an online forum for aspiring actors. So people are hanging out in this forum who are interested in breaking into Hollywood and getting paid acting jobs, and you place an ad on that site that is all about becoming an actor or an actress, so getting paid to be an actor or an actress. So people are on a site where they’re interested in becoming actors and actresses, they see an ad about, “Here’s how to become a paid actor and actress.” The landing page that they go to after they click on that ad is about a free short course being offered in exchange for someone’s e-mail address that shows them how to get their first Hollywood job, and the eventual offer, what’s going to be eventually sold is a product that shows people how to get jobs as actors.

So see how there’s complete alignment. There’s an ad on a forum for aspiring actors. The ad itself is all about how to become an actor and actress. Just click here to learn how to become an actor and actress. They go to a landing page and they are offered a free short course on how to get your first Hollywood job and the eventual offer is about get a course or their coaching program or whatever on how to get a job as an actor. So it’s an aspiring actor seeing an ad on how to become an actor or actress. They’re brought to a page when they click on the ad on how to get their first Hollywood job, and the offer that they finally get is about how to get a job as an actor. That’s the course being sold. So that’s a good example.

Here’s a bad example. Here’s how to screw it up. So let’s say we have the same ad placement. We have an online forum for aspiring actors, okay, but the ad content says, “Learn How to Move Confidently: What Acting School Never Taught You.” So the landing page says something about how movement is negatively affecting your self-esteem and keeping you from jobs you want, and the eventual thing that is being sold is about how to move in a way that demands respect and gets you noticed. So you’ve got an online forum for aspiring actors. An ad is being shown that says, “Learn How to Move Confidently: What Acting School Never Taught You.” The landing page is about how movement is negatively affecting your self-esteem and keeping you from the jobs you want and the eventual offer is about how to move in a way that demands respect and gets you noticed.

Now do you see how this becomes diluted over time? You’ve got aspiring actors, and then, you’re kind of talking about how to move confidently. You kind of have them there. The landing page that they go to when they click on an ad says how movement is negatively affecting your self-esteem and keeping you from jobs you want, so it gets the message. It gets a little bit more diluted, and the eventual offer is about moving in a way that demands respect. So, you know, we started out in a forum for aspiring actors and we ended up at some course that’s about how to move in a way that demands respect. So there isn’t absolute alignment here and there should be.

So just to reiterate, a good example is ad placement is an online forum for aspiring actors. The content is about how to become an actor or actress. The landing page is about getting your first Hollywood job. Eventual offer is about how to get jobs as actors. That example is that same online forum where the ad content is, “Learn how to move confidently,” kind of overlaps, the landing page is about how movement is negatively affecting your self-esteem and keeping you from jobs you want and the eventual thing sold is about moving in a way that demands respect and gets you noticed.

So the good example is all about acting jobs. So you’re on a forum for aspiring actors. You know, the ad is about how to get an acting job. The landing page is about getting an acting job. Eventual offer is about getting acting jobs. The bad example is a forum for aspiring actors. We talk about how to move confidently. The landing page is a little bit more diluted. The eventual offer is a little bit more diluted. So it gets more diluted over time.

So just to reiterate, there needs to be complete alignment between who sees your ad, the ad content, the landing page, and the offer. So the take-home messages here are really that there must be absolute congruence in the entire ad campaign if you don’t want to lose money. Everything must line up. And the second take-home message is really that you can’t convert traffic that’s seeking one thing into traffic that’s seeking another. I’ve talked about this. I spoke about this in a previous episode of The Marketing Show where I talked about one client who had lots of traffic for dog cages. So lots of people were visiting their website looking for dog cages, and they were trying to sell a course on how to train your dog thinking that if someone was seeking a dog cage if they own a dog, and that they would also be interested in courses on dog training, and that course didn’t sell because you can’t convert traffic that’s seeking one thing into traffic that’s seeking another.

That wraps up this episode of The Marketing Show. If you enjoyed this content, I highly recommend that you subscribe to the show, and if you’d like to do me a favor, if you’ve enjoyed this, if you’ve benefited from this, I’d really appreciate it if you’d click on the little iTunes link below and give us a rating in iTunes. Give this podcast a rating inside of iTunes. Anyway, I’m about to get on that flight to Seattle, and I’ll see you next week. My name is Clay Collins, and thank you so much for watching the Marketing Show. Have a beautiful day.

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  • Looks like posting a transcript drives down the comments.  Good to know.

    • LOL. That’s funny Clay. I’m still here 🙂 Thanks for this info!! Always appreciated.

  • James

    Nice message. So many people are intimidated by paid ads because they “cost” money. But if people do it properly, the traffic is instant, targeted, and always profitable. It’s good for the brave because there is less competition than most people think due to the mass fear and confusion. Plus most paid ads are done so poorly and as you said, alignment issues that cause bounces.

  • Andrei

    Great content, Clay. As usual 🙂