Win Paid Advertising

Win Paid Advertising: The Unconventional Marketer, Jason Burlin, 2020

For any business, small or large, the world of online advertising can be very confusing. This book attempts to take the reader through the whole process.

First of all, why are you advertising? Do you want people to buy your product or service? Are you looking for something totally different? If all you want is likes or followers, why are you spending all this money advertising? You have to decide how much you are going to pay Facebook, for instance, each time someone clicks on your ad; it's called Pay Per Click. That ad had better take the potential customer right to the main page of your website. The process in getting from the main page to your ordering page must be as easy as possible.

It's very acceptable to have several ads, on different platforms, going at the same time. But, do not use the same ad on multiple platforms. You have just pressed Send for your first online ad. Checking on it, a few hours later, or the next day, you see that not much has happened. Do you delete it, and start over? No, Leave It Alone. The machine learning algorithm needs time to work. Each time you change an ad, the algorithm has to start over from the beginning. If, after several days, one of your ads is not working is not working, then you can change it, or delete it.

There are ways to analyze how many people click on your ad. Next is the number of people who go from the main page of your website to your ordering page. How many of those people actually complete the buying process? The problem may be your product, or your website, instead of your ad. 

This book does an excellent job at explaining the online advertising process. It may take more than one reading to "get" this book, but it will be time very well spent.