A Primer on Paid Advertising

You’ve been hearing the platitude your entire life: don’t put all of your eggs in one basket.

And when it comes to generating leads, what works well today might not work tomorrow. That’s why it’s so important to diversify.

You’re probably already networking, cultivating referral sources, and working on your content marketing, but you might be missing paid online advertising, like on search engines and social media networks. And if you are, it might be because of the paid aspect of this approach. But as they say, nothing ventured, nothing gained.

If you don’t know where to start, it can seem like overwhelming.

Here are some tips to get you going:

  • Search Engine Marketing (SEM) is entirely different from social media marketing. SEM is based on keywords and uses those keyword search terms to find people to show your ads to while on social media platforms, you can choose the demographic you want to target.
  • If you’re new to both, start with social media advertising – it’s a lot simpler. Both avenues require research; social media platforms require research on your target demographic and if you’re running search engine ads, you should know what mortgage keywords people search and how often.
  • If you’re just dipping a toe in, pick one platform (Google AdWords, Facebook, LinkedIn, etc.) and set a modest budget, say $50 a week and try it out for a month.
  • Set a goal for your campaigns. Do you want to generate leads? Or get traffic to a page? Or to get people to RSVP to an event? How can you measure success if you don’t know how to define it?
  • Track everything! Be sure you have a firm grasp of analytics before you run any campaigns. There’s no point in spending money if you’re not sure what you’re getting out of it.