Paid Advertising Best Practices

Paid advertising is any kind of advertising that you have to pay for, versus owned or earned advertising.

One of the key components that turns any scorecard into a highly effective lead generation tool is how often it is seen by its intended audience. The more eyeballs, the more chance you have of those taking action and completing the quiz. Without promotion your scorecard is unlikely to be found therefore, cannibalising its success rate. Paid advertising for your Scorecard further increases your chance of receiving data rich leads.

There are 4 key paid advertising best practices;

1. Start with your Audience

Hot audiences – small audience, high converting, expensive to reach, careful not to spam them
Warm audiences – medium sized audience, high converting, relatively expensive to reach, careful not to spam them as well
Cold audiences – large audience, mid/low converting, cheap to reach, plenty of scale

2. Set a budget and KPI’s

Set a budget – allocate a set testing budget to ads to run across a set period of time
Set KPIs – before you run ads, figure out what is an allowable cost per lead that you’d be happy to pay for each lead you get

Tracking and Set-Up

Track completions – make sure you are tracking scorecard completions in the ad platform tracking
Optimise to conversions – set your ad campaigns up to optimise to conversions to get the best results

Plan to Test

Test different ad platforms – e.g. Facebook, LinkedIn, Google Search
Test different audiences – identify a number of relevant audiences to test and establish which can deliver the best performance
Test different ad creative - Test 2 or 3 different creatives to find which one works best
Test different ad copy - create 2 or 3 different copy options