Your Ad Campaign
The elements of an ad campaign are the design of your ad, the amount you want to pay, and the keywords you will use, meaning the words that people will have to type when performing a search for your ad to pop up. This may sound a bit complicated, but it really isn’t once you get going. When you make the ad, you’ll write a few very short lines to get people to click on it. I just Googled “contemporary artist” and this came up first in the ads on the right hand side of the screen: “Thomas McKnight ORIGINALS paintings, prints and more for less. Official site for Thomas McKnight.” The ad links to an artist’s website, the first page of which shows one of his images, with a list of the prints he has for sale right below it, along with prices and his phone number. The site is well made and answers any questions you might have about his art. He has clearly made a successful business out of selling his works and, based on the information on the site as well as his professional presentation, it looks like he’s doing well. It turns out that he is not far from where I performed the search, and that is not a coincidence.
You see, when you write your ad, which should look something like Mr. McKnight’s, you can also decide where you want people to see it. For example, he is probably trying to reach people within a certain radius of his studio. But in your campaign data, which you’ll enter when making your ad, you can also use criteria other than location, like what words should make your ad pop up when typed into a search engine. This is not something you master right away; it is something you adjust and manipulate over time, until you are getting what you want (effective click-through) for the least amount of money.
To learn more about Brainard Carey and his services for artists, or to take a class from him, click here. To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.