Probably the most important part of setting up your advertising comes down to how you target your advertising to your target market.
Choosing the services you advertise for can be the difference between finding visitors that are looking to buy or those simply just searching and exploring. By going to broad you are going to spend your money on searchers that may not need what you are selling.
For example, if you are an attorney specializing in bankruptcy, putting out ads for "Attorney" will spread your ad dollars too thin. By narrowing your advertised services to "Bankruptcy Attorney," or even more focused such as "Personal Bankruptcy Attorney" will make sure your ad only shows to those looking specifically for your specialty.
It's also important to focus on the geographic area you want to advertise for.
Tip 1: What business do you want more of?
The best way to determine what sort of services you want to advertise for is to think about what type of business you'd like to receive more of. What are the services that you make the largest margin on, or what kind of work do you enjoy more, and would prefer to get? This should be your top barometer for how you should focus your advertising spend.
Tip 2: Don't spread your ad dollars to thin between too many services
You may have 6 different services that you really want more of, but if your advertising budget is $500 per month, you may be spreading your ad budget too thin. This will limit your business exposure for those services that may make you the most money, and therefore give you the best ROI on your advertising spend. It varies by industry, but try to focus each $500 you spend per month on 1 to a maximum of 2 services you'd like to focus on.
Tip 3: Choose your Geographic area carefully
There are a number of options for choosing the geographic area of your advertising including by city, zipcode, and radius from a specific address.
By creating to large of a geographic area, you'll be spreading your ad dollars too thin. If you're a plumber in San Francisco, but you cover the entire bay area, figure out the areas where you typically get the most business out of. Especially in large cities, if you're business is located in San Francisco, and you try to advertise for Oakland, you may find customers tending to choose businesses in Oakland specific due to proximity.
But going too small can be harmful as well. By choosing a smaller area you can really focus in on the regions you want to work, but you also may be limiting your exposure. There may simply not be enough people in too small of a geographic area for your ads to reach enough people.
The best advice is to look at the the areas you typically get the most/best business, and try to expand your reach in those areas with advertising. OR, if you want to break into a new territory, ads can be very effective, but make sure your landing pages speak specifically to that location.
Now that you've chosen our services and geographic area to advertise in to, time to move to create your landing pages.