Navigating Paid Ads: A Beginner's Guide to Social Media and Google Advertising
How to get started and avoid wasting your money
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In recent conversations with practitioners the of Google search rankings and Google ads, has come up a lot. So today I’ll share my in-depth guide on how to get started with ads - and most importantly avoid wasting your money! One word of warning; before you get started with paid ads it’s crucial that your website design and your online booking journey are of the highest quality so that any leads and website visitors you get through paid ads will easily turn into bookings.
We’ve all been on the receiving end of paid ads when searching for things online, or just scrolling through Instagram. Advertising on social media platforms and Google can significantly boost your business's visibility and drive more traffic to your website, so it’s not a surprise that many brands and businesses are investing in it. However, before you jump into action it's crucial to understand how you can set yourself up for success, so you avoid any disappointment from not seeing the desired results and losing your hard earned cash.
Setting Clear Goals
Before entering the world of paid ads, it’s important to define what you want to achieve. Common goals include increasing brand awareness, driving sales for online courses, or generating booking leads. Having clear objectives helps you create the right ad content, design and Call To Action and evaluate their effectiveness.
Understanding Your Target Audience
To make your ads effective, you need to know your target audience. Identify their demographics, preferences, pain points, and behaviours. For example, are you looking to connect with new clients in your borough, or new mums online? This information will help you tweak your ad content and choose the right platforms to advertise on. It’s also worth doing SEO keyword research to learn more about your ideal audience’s online behaviour, like what questions they’re asking online and what are they searching for online. AnswerThePublic is a great website for this, and you can find more on that topic in my article ‘Helping People Find You Online with SEO’
Choosing the Right Platforms
Different social media platforms cater to different demographics. Similarly, Google Ads are ideal for reaching people actively searching for your offerings. You can base your ad strategy on which platforms you’re currently getting the most engagement. And here’s a quick summary on which platforms might align with your target audience and objectives:
Facebook Ads: With a diverse user base, Facebook is excellent for targeting broad demographics and you’ll find an older generation here.
Instagram Ads: Instagram's visual focus appeals to younger audiences and lifestyle-oriented brands.
Google Ads: Google Ads help you reach potential customers searching for specific products or services, like Osteopathy in Camden or Reflexology for Stress.
Crafting Compelling Ad Content
To capture your target audience's attention, you’ll need to create engaging and relevant ad content. Use eye-catching visuals or videos, persuasive copy, and clear calls to action. You have a wealth of inspiration from your existing clients’ questions and situations in your treatment rooms, which can help you decide what your ads will look like. Be mindful that audiences are used to high quality ad design, so make sure you test your ads and perhaps ask friends or family to share their feedback before hitting ‘publish’ on your ad.
If you’re looking for inspiration and guidance on how to write compelling content, head over to my past article ‘Writing A Clear And Compelling Bio’ or watch a recording of our workshop with content strategist Florence Robson where she shares the key principles on writing content that converts.
Setting a Budget and Bidding Strategy
Deciding on your budget and bidding strategy is crucial for controlling ad spend. Before you know it you’ll have spend hundreds of pounds without any immediate results. Start with a smaller daily budget, monitor ad performance, and adjust accordingly. For bidding, consider cost-per-click (CPC) or cost-per-thousand impressions (CPM) strategies based on your goals.
Analysing and Optimising Performance
Regularly analyse your ad performance using built-in analytics tools on ad platforms, or simply track the number of people who sign up or book in their treatments with you as a result of your paid ad - make a note to do this weekly and monthly. When using multiple ads, you can compare them to identify top-performing ads and low-performing ones, and then optimise your campaigns by adjusting targeting, ad content, or bidding strategies as needed.
As you’ll see, starting with paid ads on social media and Google requires careful planning and execution. I hope this guide helps you with next steps, so you can create effective ad campaigns that maximise your budget and drive real results for your business.
Ps. If you have any questions about paid ads, or would like 1:1 support to improve your website design and online booking journeys - you can book an Online Presence Review or a free Circe Studio intro call.