Online Paid Ads – Are They Worth It?

online paid advertisingYou’ve probably heard the horror stories of businesses that lost hundreds on poorly managed online ad campaigns, but paid advertising doesn’t have to end this way. When run with care, online paid ads can be a cost-effective source of leads.

Get the Channel Right

As with any type of advertising, the success of your ad depends on where you publish it. You’ll get the best results by placing your ads where you know your prospects spend time. Finding a targeted, engaged audience is more important than gaining wide exposure. Ads on a website or email list focused on your specialty, such as home renovation or commercial property investment, can be well worth it.

Where niche businesses often go wrong is by taking out ads on sites with huge, but broad readerships. Ads like these cost a bundle, yet they reach few people who are interested in what’s being offered. On sites that require bidding on keywords, choosing general terms such as “construction contractor” can also blow through your budget fast with little result. Google Adsense, Facebook Ads, and similar options work best with specific targeting of keywords, demographics, interests, and other factors the channel allows you to define.

Set Realistic Goals

Another way businesses lose money on online paid ads is by failing to set a specific, realistic goal for each ad. Anything from a short ad to a full-length paid blog post can bring in warm leads, but can’t instantly convert someone who’s never heard of you into a client. Just displaying your company’s name and logo is unlikely to bring you any leads at all.

Think from your prospects’ perspective and offer them an incentive to take a small step towards getting to know your firm. That might be signing up for your email list, downloading one of your lead magnets or contacting you to schedule a strategy session. Once you have their contact information, you can nurture these leads until they trust you and are ready to do business.

For more guidance on running profitable online paid ads, contact us at Construction Monitor.

3 Quick Tips To Help Generate Leads From Facebook

online leadsFacebook’s popularity with a broad demographic makes it one of the richest sources of social media leads out there. With just a few small improvements to the way you use this platform, you can bring in more qualified construction leads with less effort.

Three good tips

Here are three tips to help generate leads.

  1. Offer a freebie – The chances of someone calling you to schedule a consultation based on a Facebook post are slim, but social media is still an ideal place to start building relationships. To capture your fans’ email addresses, offer a free information product such as a checklist, resource list or white paper. Design your free offer with the goal of solving a specific problem for a specific type of client, such as commercial real estate investors or housing developers interested in environmental sustainability.
  2. Invest in ads – Facebook ads let you target precisely the audience you want based on demographics, interests, and behavior. If you want social media leads who enjoy sailing, have young children, and frequently organize events, you can find them. Instead of using one general ad, create multiple ads tailored to each type of client. Your prospects are more likely to respond to something that speaks directly to their needs. Invite them to take a specific action, such as downloading your free white paper or contacting you for a strategy session.
  3. Engage with your audience – Making a genuine effort to interact with your Facebook fans helps build a connection that encourages them to contact you when they’re ready to do business. Instead of bombarding your audience with promotional posts, create posts that offer real value. Keep your fans up to date on industry news, introduce them to new construction trends, offer insider tips, and direct them to useful tools. Ask open-ended questions about their challenges, goals and opinions, and invite conversation. When someone does reply, take the time to acknowledge them.

Whether you decide to start with ads or just more conversations, learning what works on Facebook is one of the most effective things you can do to bring in more social media leads.