I just stopped my ads. At SFM Meet-Up Stockholm Sweden last weekend I got some good training from my colleagues at SFM. We had a fantastic afternoon/evening and it was so nice to meet my colleagues IRL.
I now know that I was targeting my avatar in a totally wrong way. Not even targeting an avatar but I target everyone and that is NOT good at all. I have been using keywords that are hitting all too wide.
The training in SFM.
I was learned about targeting my avatar in the training courses. But I´ve now realized that I really didn´t understand it. It can be that way sometimes. You attend a course and some parts of it you don´t manage to understand and get a grasp of. Fortunately, in SFM we are a true community that even sees to it that we meet in person, in real life. This was the thing that brought me salvation to this matter.
I don´t know of any other Digital Lifestyle and Digital Marketing education system out there that has its community to do this to the same extent. The unity and desire to support and learn from each other within SFM are unmatched and it creates an unbeatable strength into the SFM concept.
Do your research!
You place an ad and you want it to be seen by the persons that you are targeting, the avatars. And only them. To be able to achieve this you must do your research.
To be able to focus your ads on them you must:
- know who they are
- where they hang out
- what their interests are
- what they do
- what they read
- what they watch
- what they do for a living
- what they wish for in life
- who they look up to
You need to research all of these things and you need to put in a great deal of time doing so. That is important that you get this right. Otherwise, you are likely to spend a lot of unnecessary money on clicks to your ad that doesn´t convert into subscriptions.
Why you might ask?
Because your ad has to be coherent to your landing page. And this is where you will be giving further information about your offer. An offer that is in accordance with your avatar’s pain points. You must create a landing page for almost every ad you put up and for every avatar you are targeting. You must make your ad and landing page make sense to the person that clicks your ad and visit your landing page.
If your ad is attracting visitors that don´t understand these pain points you are talking about on your landing page. They will not understand your offer. Therefore the result will be that you have click on your ads but you will not gain any conversions which in turn means that you pay for an ad that doesn´t give you an ROI (Return On Investment).
So, what did I learn?
To get the right persons to click your ad, you therefore need to do your research correct and sincere. This makes sense now, right?
When you know as much as possible of these persons, your avatar. You then do as they do. Visit their hangouts. Research the books, interests, jobs, idols, hobbies, etc. to get yourself the info you need to be able to gather keywords from all these areas. And then you use these keywords to make your ads popping up and be displayed to them as they are using exactly those keywords!
Now, the probability that the right persons see your ad is much higher. You don´t target everybody in a way as if you would have used “online businesses” as a keyword for an example.
Good luck with researching your avatar. Happy keyword hunting and may your conversions rise.