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Advertising Basics

Don’t let fear hold you back when you’re starting out with the advertising basics. Start small, experiment with different tactics, and track your results. Every click, conversion, and interaction is a valuable lesson, guiding you toward refining your campaigns and achieving your marketing goals.

We’re focusing our attention on online advertising.

Are you a Client of Mafost Marketing? Here’s the timeline of monthly advertising services.

Setting Up Google Ads

Before you begin, consider the hidden costs of DIY advertising vs outsourcing advertising. You might be surprised. For most business, outsourcing your advistising is better than DIY and better than automated ad platforms.

But if you choose to do it yourself, here’s how to get started.

Google Ads used to be Ad Words. It was simply ads for search words. It’s now a full ad platform for searches, images, videos, apps, and more. It’s best known for PPC Ads (Pay Per Click Advertising).

Create a Google Ad Account Help - Mafost Marketing Quick Article
Create a Google Ad Account

Whether you’re running your own campaign or having a pro, like Mafost Marketing, do it for you, you’ll first need to create a new Google Ad Account.

The process is simple. It’s tied to a Google Account (your personal gmail, a Google Workspace, etc). You’ll be asked to complete three simple steps:

  1. Enter your business info.
  2. Set a budget.
  3. Enter billing information (Create a Billing Profile).

Don’t worry, you don’t have to publish this draft campaign. However, your account needs proper business info and billing info to run ads.

Don’t skip that step.

You can save the draft campaign and come back to it later or hire a professional PPC ad management service. To connect with a Pro, you’ll need to share your Google Customer ID, which is a ten-digit number that looks like a phone number 243-355-1293.

See Google’s full ad account setup guidance here.

Setting Up Social Media Ad Accounts

Social media ad platforms have made it easy to get started in advertising. To get started, you will need:

  • Ad manager account or business account for the platform you choose
  • A strategy or plan for your ads
  • An ad budget
  • Ad creative – the imagery and visuals of the ads
  • Ad copy – the text of the ads
  • A developed sense of brand identity
  • Legal requirements including Privacy Policy and Business formation documents.

If you’re starting in social media ads, read these 6 goals of advertising before your first campaign.

Advertising Basics, Before You Start Your First Ad Campaign

Launching into advertising can be exciting for businesses, but it’s important to approach it strategically for optimal results. First, consider your customer journey and brand identity.

Understand your customer journey and where advertising fits in. Targeting different stages (take a free marketing analysis to understand your phase of marketing) with relevant messages can be more effective.

Your brand identity is more than logos, colors, and fonts. What makes your business stand out? Identify your competitive advantage and communicate it effectively.

Then consider your advertising objectives and budget.

Advertising Basics – Objectives

Begin with the end in mind. Also known as objectives and key results. What are you trying to achieve in 30 days? And how does that align with your targets for 90 days? Will you be on pace for where you want to be in 6 months?

Here are some examples of advertising objectives:

  • Brand awareness
  • Website traffic
  • Leads
  • Sales

Clarity on goals helps you track success. Here are 6 advertising objectives you need to understand.

Ad Budgets for Small Business

When you reach your objectives is directly related to budget. A larger budget equals less time. A smaller budget equals more time and other resources. Consider the following.

  • Channel Mix: Spread your budget across different channels like social media, search engines, display advertising, or email marketing for wider reach.
  • Testing and Optimization: Allocate a portion for experimentation and campaign adjustments based on data analysis.
  • Campaign Length: Consider ongoing costs for long-term campaigns versus shorter bursts for specific promotions.
  • Scaling: Budget for potential future growth based on successful initial results.

The rule of thumb here is that the larger the ad strategy, the larger the ad budget.

If you’re a small startup with only $300 to spend for month on ads, create a streamlined and tailored ad strategy only targeting a single ad platform.

If you’re an established small business with $3000 as your monthly ad budget, you can consider a multi-channel ad strategy.

Don’t spread your budget too thin across channels, or your competition will consistently outbid you.

Monthly Budgets

Here are some budget guidelines for getting started in advertising.

  • $150-$2500 USD. That’s about $3-$80 per day if you run campaigns for less than a month in length. This budget is good for a single ad platform or baseline testing across multiple platforms.
  • $2500-$9000 USD. About $80-300 per day. This is perfect for traffic and conversion growth from multiple ad platforms. Brand growth and competitive lead generation.
  • $9000-$25,000 USD. A small business can use this size budget to be competitive in any industry using an omnichannel approach with advanced targeting, bidding, and AB testing strategies.
  • $25,000+. This monthly budget will allow a small business to use an omnichannel approach within hyper niche markets, board competitive bid strategies, and multiple local markets.

At Mafost Marketing, we have a massive database of industry-specific ad stats and budgets. For more information on budgets, check out How Much Does PPC Cost?

Building Your Target Audience

Imagine throwing darts in the dark. No matter how skilled you are, it’s unlikely you’ll hit the bullseye consistently. In advertising, that dark room is the vastness of the internet, and your darts are your marketing messages. Without knowing who you’re aiming for, your message may land anywhere, wasting your budget and failing to attract the customers you truly desire.

This is where understanding your target audience becomes your superpower. It’s like turning on the lights, revealing the exact individuals you want to reach with your ads.

So how do you build your target audience?

  • Use engagement ads, website data, and video views ads to build a retargeting audience that has already shown interest in your brand messaging.
  • Conduct market research: Gather data on demographics, interests, and online behavior of your ideal customers.
  • Create buyer personas: Develop detailed profiles representing your ideal customers, with their needs, challenges, and motivations.
  • Listen to your audience: Engage with them on social media, read their reviews, and conduct surveys to understand their current sentiments.
  • Understand your audience by conducting competitor research.

By investing time and effort in understanding your target audience, you transform your advertising from a guessing game to a laser-focused strategy. You’ll attract the right customers, build meaningful relationships, and watch your marketing efforts soar to new heights.

Remember, it’s not about reaching everyone; it’s about reaching the right ones.

Measuring and Analyzing Results

So you’ve launched your advertising campaign, but how do you know if it’s hitting the mark? Tracking the right metrics is like having a treasure map, guiding you towards campaign optimization and ultimate success. Let’s explore some key metrics you shouldn’t overlook:

  1. Impressions: This measures how many times your ad is displayed, offering a gauge of overall visibility. While high impressions are good, remember, just seeing your ad isn’t enough.
  2. Clicks: This reveals how many people interacted with your ad, clicking through to your website or landing page. It indicates if your ad resonates enough to spark interest.
  3. Conversions: This is the gold mine! Conversions signify users performing desired actions, like signing up, making a purchase, or contacting you. This metric directly links your ad spend to actual business results.
  4. Cost-per-Click (CPC): This tells you how much you pay for each click, helping you gauge the efficiency of your ad spend. Aim for lower CPCs while maintaining a healthy click-through rate (CTR).
  5. Cost-per-Acquisition (CPA): This reveals the total cost associated with acquiring a new customer through your ad campaign. Understanding your ideal CPA helps guide budget allocation and optimize for profitability.
  6. Return on Investment (ROI): This is the ultimate metric, measuring the actual return you get on your advertising investment. A positive ROI signifies your campaign is generating more revenue than it costs.
  7. Click-Through Rate (CTR): CTR = Clicks / Impressions. This shows how effective your ad is at grabbing attention and enticing clicks.
  8. Conversion Rate: Conversion Rate = Conversions / Clicks. This indicates how effectively your landing page converts interested visitors into customers.
  9. Engagement Metrics: Track likes, shares, comments on your ads to gauge audience interaction and brand sentiment.

Don’t get overwhelmed by every metric. Choose a few that align with your specific campaign goals and track them consistently. Analyze trends, compare data across different platforms, and use insights to refine your campaigns for maximum impact. By becoming a data-driven marketer, you’ll unlock the secrets to advertising success and watch your ROI skyrocket!

Moving Beyond Advertising Basics