Sometimes it’s not the right time for you to run paid ads – yet. Sometimes, there’s work to do before you are ready to spend money. It’s about doing the right things in the right order to maximise the return on investment.
First, ensure that Google likes your website – get your technical SEO, on-site SEO and off-site SEO all in tip-top shape so that Google is singing your praises and will ensure that your website shows up at the top of the organic results. Get that Google Business Profile up and running and updated consistently with updates.
Ensure that your customer journey is optimised on your website. Ensure that there are no pop-ups obscuring key information and that your customer can move smoothly through the process as quickly as possible to make that purchase. Make sure that your website is converting organically consistently.
Make sure that you are posting consistently on your chosen social media platforms, sharing value-adding content that engages your target audience. Ensure that you are being social – answering questions, commenting and liking on your target audience’s posts. Be part of the conversation. This will help in the ads auction and will reduce the cost of your ads – platforms like to see that you are active organically and that people landing on your pages will have a good experience rather than finding tumbleweed with nothing going on. You will benefit from lower ad costs as a result.
Once you have all of the above running like a well-oiled machine, then you are ready to start thinking about investing in ads.
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