Organizing A Small Business Ad Campaign

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How do you get started on your own small business ad campaign? I break down the process into four main phases to see what sets you apart from your competitors.


Phase I: Consultation & Research 

  • Keyword Research - Keywords are an important component to targeting the right customers and writing relevant ad content. A list should be compiled with target search words that your customers would be using to find you.

  • Competitor Research - Understanding the strategies of your competitors helps you write better ad content and strengthens your unique qualities. This helps your ad stand out from the crowd.

  • Hashtag Research - Compiling a list of relevant hashtags helps people find your business on social media.

  • Related Industries Research - Related organizations may have key insights on how to approach your target audience. It's worth checking out how they run their social media platforms to learn effective strategies.


Phase II: Strategy & Collaboration


  • Setting Objectives - Working with you to set the right tone and target for your ads. We want people to call you directly or visit your website to contact you.

  • Choosing Your Audience - We want to be specific to areas with your customers, and we can be quite precise if you only want to target specific neighborhoods or boroughs. Targeting by age range, language, or a user’s interests are other options for narrowing your campaign.

  • Planning Your Budget - You need to arrange a daily or time period budget ($5 per day for example) - Think about how much you are comfortable spending on this advertising and then compare the reach it brings you in the insights section (analytics) after you run your first few ads. It's also helpful to have a monthly budget in mind. Start small, and grow your ad reach as you grow.

Phase III: Design


  • Sourcing Ad Images - Choosing the right images for your audience is important to capturing their attention. We can choose from your original content as well as from stock imagery. These images should have the same tone as the website.

  • Writing Ad Content - Copywriting for the advertising based on research, objectives, audience, and collaborative notes.

  • Creating Ad relevant content on your website - Online ads are prioritized when they link to relevant content on their website. If your ad is specific, the user should land on your website page with matching content.

Phase IV: Implementation


  • Targeting Rollout Dates - When is the best time to start publishing your ads?

  • Testing Markets - Running similar versions of the same ad to compare which performs better. This is called an 'ad group' to which you may have 3 versions of the same ad content.

  • Utilizing Analytics - Taking test market information and data from Google/Facebook Analytics to target your next campaign with knowledge from your existing audience

With these notes in mind, you can get started on your small business ad campaign to maximize conversions and generate business through online marketing!

Want some help?

Nicole Capobianco