Learn, Step-by-Step, How We Generate Leads with Ads.

1. Create Your Product.

Once we’ve gathered the information that we need to from you in order to get started, we’ll immediately start internally creating your “product”; in other words, what it is exactly that you sell. Creating your product is how we translate the information that you give us into advertising that people will use to take action.

This “product” is comprised of four things:

• Emotions, or emotions we research & use to write ad copy that will emotionally resonate with the right people.

• Headlines, the most important part of ad copy designed to communicate what you sell & grab people’s attention.

• Keywords, or specific words & phrases we research that people use to find businesses like yours the most.

• The Benefits, Features, & Options of the service or services that you sell.

2. Identify Your Target Audience.

After we’ve created your product, it’s time to identify where & to whom to serve your advertising. The key here is to start broad and narrow further with time & data. We might serve your advertising to everyone within a 30-mile radius of your business, or we might serve your ads only to men with a specific interest in trucks within a 50-mile radius of your business. The specific geography and target audience to which we serve your advertising will depend largely upon the messaging we create in the “Create Your Product” step as well as the information that you give us.

3. Write Your Advertising.

Now that your product & target audience have both been created, it’s time to write your advertising, the very ads themselves that we’ll show to your target audience. using the information we gathered & created in the “Create Your Product” step.

There are a few different ad formats that we can create for you on Facebook & Instagram:

• Single-Image Ads, or ads that display a single image underneath its text.

• Slideshow Ads, or ads that display an automatic slideshow of 3 or more images underneath its text.

• Carousel Ads, or ads that display a series of images that users can swipe through (like on Tinder) underneath its text.

• Video Ads, or ads that display a short video clip underneath its text.

As well as on Google & Microsoft (formerly Bing) Ads:

• Search Ads, or ads that show up on the first page of Google & Microsoft’s search engine results page (SERP).

• Display Ads, or ads that contain pieces of visual creative that are served to specific audience groups.

• Video Ads, or ads that run on YouTube and other video-streaming websites.

There are more, but these are the basic types. The ad formats we use in your advertising will depend on the visual creative you’re able to give us or that we’re able to pull directly from your website.

Each ad we create for you at this stage in the game will be benchmarks for testing. In other words, as your ad campaigns run, we’ll constantly monitor their performance to pinpoint testing opportunities, create new ads, & test them against the originals in order to generate as many leads for you as we possibly can. This is the steak & potatoes of digital lead generation.

4. Launch Your Advertising.

At this point, your product has been created, your target audience identified, & your advertising written. Now it’s time to launch your ads! Your ads will serve on every ad placement available on Facebook, Instagram, Google, & Microsoft, giving you maximum potential to generate the most leads. However, it might not stay this way. One of the most important & overlooked components of digital advertising is long-term campaign optimization. More on that below.

5. Monitor & Optimize Your Campaigns.

We’d be lying if we said that our process ended at launching your advertising. It’s quite the contrary. The most important part of digital lead generation is the long-term campaign optimization. Here’s an example of what we mean:

Let’s say we decided to run, on Facebook & Instagram, four ads, two single-image & two carousel ads, for you targeting everyone within a 30-mile radius around your business. After the first week of advertising, we see that both the single-image ads generated more leads than the carousel ads did; however, we also find that the carousel ads generated more user engagement than the single-image ads did, meaning more people liked, commented on, & shared those ads than they did your other single-image ads. How do you go about using this new data to optimize your campaign?

The fact that more people liked, commented on, & shared the carousel ads means that the visual creative resonated more with them than the visual creative present in the single-image ads. This is a great example of a testing opportunity. What we’d most likely do at this point can be many things depending on the other data generated, but an example of something we might do is break out the carousel ads into more single-image ads and use the same text we used in the original single-image ads to then test with the new single-image ads.

We would make this decision because the data showed us that the visual creative used in the carousel ads resonated more with users than the visual creative in the single-image ads. An accurate projection we might then be able to make with this new data is that not only will more leads come in from these new single-image ads, but more people will engage with the ads themselves, liking, commenting on, & sharing them more. This is great for a metric Facebook uses to grade its advertisers called Relevance Score. The higher your Relevance Score, the greater opportunities Facebook & Instagram give your ads to generate leads.