Several small direct mailing campaigns can be a great way to test your marketing message. But this can be a little costly, and the results are slow in coming and difficult to track.
Enter the magical PPC Ad! You know... like Google Ads...those ads that pop up on the right of your search results when you Google something, or on the left of this blog. With Google Ads you can test different copy and titles and see which one works the best in a very short amount of time, all for a few bucks a day.
First, you'll need a website of some sort. I don't know if you can make a Google Ad that sends people to your Facebook page. Try it, and let me know!
The next you'll have to do is sign up with a g-mail account. No worries, it's free, and who can ever have enough email accounts (I have four!)? After you've done that, go to www.google.com and look below the search box. Click on either Advertising Programs or Business Solutions. You're looking for the AdWords button. Click the button and follow the directions.
The problem I have with Google Ads is they're almost impossible to target your ideal client. Google does a pretty good job of placing your ads in good spots. Besides the side bar, Google has a network of partners (like this blog) .My ads show up somewhere on Ebay's Art store. In fact, I got a client that way. Knowing how this client found me enabled me to adjust the copy of my ad so I could try to target more like him.
In order for your ads to show, you have to assign them some keywords. These are terms that folks search for when they're looking for your kind of art. You will have to decide how much money you want to spend when a searcher clicks on your ad. Hence, Pay-per-Click ads! You do this by bidding a dollar amount on your keywords. Start low, and work your way up until you start to see impressions. This means the ad is showing. You may have to adjust your bidding to get your ad to show higher on a page. You can see all of this on your Google AdWords Campaign Dashboard.
You can get close to your targeted audience with your keywords. For instance, I wouldn't use "cheap art" as a keyword. I don't really want cheap customers, I want quality clients. I'd rather use "pricey art" or "expensive art". Maybe "buying art" wouldn't work as well as "collecting art". More about keywords on Wednesday!
If you want to control your demographics, try Facebook ads. They work about the same way as Google Ads, except instead of using keywords, you target people by interests, age group, location, etc. Sometimes you can get too tight, and the ads don't reach enough people. I haven't used FB ads in awhile. I might try again soon.
Big businesses are using both of these outlets. They have spent a lot of money on lucrative keywords. But don't worry! The beauty of Google Ads is that you can try something and very quickly and cheaply discover if it works or not. We're creative! We can find a way!
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