Paid Advertising

What It Is. What We Do. What You Can Expect. 

You’ve seen Paid Advertising anywhere you go online. From Google and Bing to Facebook and TikTok. 

Every time you click on a platform, there’s an ad trying to sell you something.

Well, the reason you see those ads so much is simple… They work! 

And when they are done correctly, they can work very well for your business.

Paid Advertising involves displaying your ad, commercial, or listing on search engines, social media, and potentially millions of other websites around the web. 

Paid ads are the way you get immediate visibility and traffic to your website.  

Longer term organic strategies like SEO take time to provide results. Paid Advertising can put your products and services in front of people who are either looking specifically for what you provide or who are demographically targeted to be likely buyers of what you offer.

Here’s how our Paid Ads services work:

  1. We create and maintain your ads, campaign strategy, landing pages, and more. You’ll pay the ad network directly for ad placement and have full control of your budget. Many agencies wrap your ad spend in directly with their management fee so you don’t know how much is actually going to the ad network. With Lemonade Stand, you’ll always know how much you pay us to manage your ads and how much is actually going to the ad network to get your ad seen by more and more people.
  2. We don’t waste your budget. We recommend spending the least amount of money as possible to start so we can establish ROI. Once we’re able to do that, we’ll work to scale up your campaigns from there and drive down cost.
  3. Only 10% of Paid Ads campaigns are optimized regularly. Not with Lemonade Stand… We dedicate a team to optimize your account with daily, weekly, and monthly audits being performed continuously.
  4. 78% of PPC budgets are wasted because of a lack of knowledge or neglect. We have a team of experts who won’t waste your money and years of data across MANY industries and regions to give us a good baseline of success. Each campaign and situation is different, but we won’t be starting from scratch. 
  5. We give you a real time dashboard for visibility into performance and ad spend. You’ll always know what we’re doing for you and how well it’s working.

So how do we track the results of your Paid Ads? There are some key metrics that will tell you how well your Paid Ads strategy is performing. 

Over time, a Paid Ads campaign that is working will yield positive trends in the following metrics:

  1. Impressions: This is the amount of times people saw your ad. 
  2. Clicks: This is the amount of times people clicked on your ad. 
  3. Conversions: Many customer actions can be considered a conversion, however, we typically only count a conversion as a form submission, phone call, or online sale. In some cases, certain client websites won’t allow us to track these conversions.
  4. Conversion Rate: The average percentage of people who clicked on an ad and then completed a form submission, phone call, or online sale.
  5. Cost Per Conversion: The average cost of getting each conversion. 

These metrics will all be tracked in your Lemonade Stand Measure Dashboard for you to view at any time. If you’ve been assigned an Account Manager to your account, they will be keeping track of these metrics for you and will present them to you in your monthly meetings, or whatever reporting schedule works best for you.

It’s important to keep in mind that each industry will have different standards for what is deemed a well performing campaign. In general, businesses who serve consumers (B2C) will have higher conversion rates than businesses that serve other businesses (B2B). B2Cs can expect conversion rates between 5-30% while B2Bs can expect them to be 1-5% with much higher cost per conversion. Of course, these are generalizations and each Paid Ads campaign will perform differently based on the product or service, location, competitor landscape, and economics. 

At the end of the day, our goal is to optimize the campaigns over time to achieve a cost per conversion that makes sense for your business. Due to the lower velocity of data and longer sales cycles, B2B campaigns can take longer to optimize and show results than B2C campaigns. 

If you have any questions feel free to give us a call or email us by using the chat feature at the bottom of this page. Also if I used any jargon that you don’t understand, see the written companion to this video below — Just hover over a term that’s highlighted to learn more about what that is. 

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