Build a paid ads strategy

1. Select an ad platform to manage your advertising activities or explore built-in social media advertising products.

If this is your first experience with paid ads, start with a platform that offers both flexibility and reach. Consider using: Google Adwords Facebook Ads Manager Bing Ads HubSpot Criteo AdRoll.

2. Install an ad pixel on your website to analyze ad performance and optimize placement using information about customers.

Consult your ad platform help pages if you need help. You may also be able to install your ad pixel using Google Tag Manager. For a list of supported third parties, visit Google’s Supported Tags page.

3. Integrate UTM parameters into your current web analytics to capture information about traffic from difficult sources.

UTM parameters can help you to capture data about visits from: Offline tools Marketing emails PDF embedded links QR codes  Links shared via text, Apple iMessage, and social media messenger apps.

4. Identify which stage of the sales funnel you will be targeting.

Most sales funnel stages include awareness, consideration, and conversion. For more information about your sales funnel, consult your sales and marketing teams.

5. Plan your keyword-targeting strategy using a search engine optimization tool like Google Keyword Planner, Ahrefs Keyword Explorer, or SEMrush.

Most ad platforms target an audience using keywords or phrases related to your campaign. Start planning by identifying the keyword that most closely relates to your products or services. This keyword could also represent the issue your product or service solves. Once you have your list of keywords or phrases, use an SEO tool to find related keywords.

6. Create a web retargeting audience using data collected by the advertising pixel you placed on your website.

This audience often represents past customers, website visitors, or email subscribers.

7. Specify the ad sizes and formats you will be using for your strategy.

If you are advertising on social media, YouTube, or streaming services, consult their help centers for additional details regarding ad requirements.

8. After determining your target, size, and format parameters, outline your copy and creative needs.

Copy and creative needs should include: Purpose and objectives Topic, target audience, and tone Character restrictions Graphic or image subject matter Colors and themes Call to action suggestions These details are typically captured in an advertising brief and submitted to your creative team. If you are solely responsible for building and executing a paid ads strategy, ensure that any ads you produce meet brand guidelines.

9. Outline the A/B test strategy you plan on conducting with your paid ads.

Consider testing: Identical ad groups targeting two different audiences Different ad types on the same platform Identical ad groups and audiences with adjustments to the budget As part of this outline, specify the duration of the tests and what success metrics you will be using to measure success.