Creating Online Ads & Ad Groups

By now you will have a better understanding of the proper and most effective use of online advertising.

You should hopefully see from the analogy in the previous article how ineffective it is to run a single 'catch-all' ad, merely advertising your business and directing them to your website.  You are neither speaking to the buyers' pain or objective.  This approach also provides nothing of value to help move the prospect along in their customer journey.

In this article we will look at how best to create individual ads based on our Customer Journey Maps for each of the buyer persona's, and organising these into groups.

Pre-Ad Content Table

Each Ad Network uses a different structure to create their ads.  For instance, Facebook only asks for 1 headline, but with Google, you can have up to 3.

The best way to approach creating ads is to first gather all the information you need and put it into a single table.  To create your ads you should use information gathered from your Buyer Persona's, Customer Journeys, and Content Ideas.

In the example below, we show 3 adverts across different customer journey stages.  In this example, we show how we would use a different Ad Network for each.

Buyer Persona 

1

2

2

Customer Journey Stage

Awareness

Engage

Purchase

Goal

Increase website traffic to increase sales

To understand what the Marketing Coaching Toolkit is and whether or not it is the answer to their problem or pain

To sign up to the Marketing Coaching Toolkit

Touch Points

Article, LinkedIn, Facebook Ad

Facebook, Linkedin, YouTube, web articles

Website / Landing page, Online Chat

Feeling

Worried because he's not getting enough sales. Frustrated and confused because he doesn't know how he's going to increase traffic to his website

Encouraged - can see what the toolkit is trying to do and understands its benefits.  However is also disappointed because fears he is too far down the line in terms of what is currently involved with his current marketing.

Satisfied that he has found a long-term solution to his problem.  Feeling positive about the future of the business.

Core Message

Changing your approach to marketing will transform your sales

The Toolkit is a marketing aid that supports marketing managers and staff by providing a detailed road map of what tasks need to be done.

The Toolkit helps you identify the root cause of your lack of performance by taking you through the steps to optimise every cog in the machine.

Content Type

Article

Video, FAQ`s, how to guide

Video

Content Title / Topic

Redefine your marketing to get more sales.

How the Marketing Coaching Toolkit works to transform your business

How to get the most out of the Digital Marketing Ecosystem.

Creating our Ads

We will show you how we built our ads for our marketing campaign using the 'Pre-Ad Content Table' above.

We will create ads on 2 ad networks, using each to its own strengths.

  • Facebook Ads for our Awareness stage (Brand Awareness Campaign)

  • Google Ads for our Purchase Stage  (Direct Sales Campaign)


Brand Awareness Campaign | Awareness Stage | Facebook Ads

To create a Facebook Ad you must first log into your Facebook account and click the Manage (or Create) Ads option in the drop-down menu as shown below.

facebook-ad-1.jpg

Then in the Ads Manager window, select Ads Manager under Create + Manage

facebook-ad-2.jpg

On the next screen, you will see the headings; Campaigns; Ad Sets, and Ads.  

You should understand this as a hierarchical system where each Ad Campaign has a number of Ad Sets belonging to it, your individual Ads then belong to a particular Ad Set that suits its theme.

So, each campaign has within it several sets of ads.  Each Ad set also has its own objective such as driving traffic to a particular article, blog or video.  Ad Sets are useful because you may decide to test different copy, images and/or call-to-action on a number of ads that all lead to the same destination.  

These ads are grouped together in a set.  This makes it easier to see how effective each ad is in relation to a particular outcome such as driving traffic to a certain video.  With this information, you can then tailor your ad spend accordingly.

facebook-ad-3.jpg

If you click the green Create button you will be prompted to create your first Campaign.   Depending on whether you are on a 'Guided Creation' or 'Quick Creation' the following screen(s) may slightly differ, but the options are the same.

facebook-ad-4.jpg

When creating the copy for your Facebook Ad you want to use the contents of the 'Pre Ad Content Table' near the top of this page to help create your ad copy.  An example of how to do this is shown below.

The first column in this table represents the different parts that make up our Facebook Ad.

The second column, 'Based on', represents the different headings listed in our Pre-Ad Content Table, we will focus on these aspects to create our copy for the ad.  

The Third column is the actual text that relates to our buyer persona/content ideas for each buyer persona. This is copied from the Pre-Ad Content Table and pasted in the Pre-Ad Content column below. 

Finally, the last column is how we translate the Pre-Ad Content in a way that is suitable for our actual advert (and adheres to Facebook character limits).

Ad Section

Based on 

Pre-Ad Content

New Ad Copy

Image

Feeling

n/a

[connect emotionally with your audience with an image that represents how they feel]

Headline

Feeling

Worried because he's not getting enough sales. Frustrated and confused because he doesn't know how he's going to increase traffic to his website

Worried about low sales?

Text

Core Message + Content Topic

Changing your approach to marketing will transform your sales.

Redefine your marketing to get more sales.

Transform your business by changing your approach to marketing.

News-feed Link Description

Goal

Increase website traffic and increase sales

Learn how to make more money

You can see how this translates into one of the actual adverts that we used in our brand awareness campaign. 

The destination of this ad would be an article that has been posted as a blog on our website.  This article would be the content we have created for the Awareness stage of our customer journey, and at the bottom of it would be a call-to-action that leads someone to content representing the next stage of their customer journey, ie Research.


Direct Sales Campaign | Purchase Stage | Google Ads

We will use Google Ads for our Direct-Sales campaign because by this point we know our prospects have visited our site, engaged with us and are confident we are the solution to their problem.

As you can see in the table below, Google Ads are made up from 3 Headlines, and 2 Descriptions, plus the URL. Depending on the device being used, sometimes only Headline 1 and 2 may be shown.  This is the same with Description 2.

We will once again use the Pre Ads Content Table to design our Google Advert.  You can see in the table below how we also use the AIDCA principle to structure these adverts.

Text Position

Subject

Reason

Headline 1

Feeling

To get the viewer to identify emotionally with the ads (AIDCA)

Headline 2

Goal

To get the viewer to identify your ad matching their own objectives (AIDCA)

Headline 3

Content Topic

To create interest (AIDCA) in what you're offering

Description 1

Core Message

Tell the viewer what they will get from clicking the link (AIDCA)

Description 2

CTA

Create a Call-to-Action (AIDCA) that speaks to the Feeling and links to the content

This is how we use this principle to then create our ad based on our initial pre-ad table:

Ad Position

Based On

Pre Ad Content

New Ad Copy

Headline 1

Feeling

Satisfied that he has found a long-term solution to his problem.  Feeling positive about the future of the business.

Great to finally meet you!

Headline 2

Goal

To sign up to the Digital Marketing Toolkit

The Digital Marketing Toolkit

Headline 3

Content Topic

How to get the most out of the Digital Marketing Ecosystem.

A guide to better marketing

Description 1

Core Message

The Toolkit is a marketing aid that supports marketing managers and staff by providing a detailed road map of what tasks need to be done.

Supporting managers and staff by providing a roadmap to growing your business.

Description 2

Feeling / Goal

Address the feeling of the viewer with a call to action that turns any negative emotion into a positive one.

Sign up today for a 30-day money back guarantee

And this is how our example ad looks like:

The destination of this ad would be a landing page that presents a video outlining the benefits of The Digital Marketing Toolkit, highlights the 30-day money back guarantee, and has a strong call-to-action to close the sale.  This is the Purchase stage of the customer journey and is part of a Direct-Sales campaign. 


URL Destination

It is useful to add UTM codes to the end of your URL's, which help you analyse the performance of your ads later on.  

UTM codes are also useful for segmenting traffic and prospects into custom audiences.  UTM’s will be covered in more details in an Analytics article which will be written in due course.


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