Watching Your Ad Work
Once your campaign is up and running, you can log into your AdWords account and see exactly how your ads are working. You will be able to see where the traffic is coming from, which of your ads performed the best, and which keywords were the most effective. As you look over that data, you might notice that some keywords worked better than others, and you can judge this by how many seconds people stayed on your home page after clicking on your ad. If they stayed for less than two seconds, then chances are they knew right away they were on the wrong page; that means they were searching for something else. Based on these results you might want to stop using some keywords and try others instead. Your goal is to make each click count, and that means having people stay on your page for five seconds or longer, which would indicate that they are actually interested. The other criterion that you can adjust is location. In the case of the Thomas McNight ad I discussed, he probably specified an area around his studio as the target location for his ad, or maybe even several states around his studio. That way, the people who found his site could actually go visit his studio if they wanted, and that’s a big plus. Those people would come to think of him as a local artist whom they could meet. These are all considerations when creating a Google AdWords campaign. You can find the help you need to set up and maintain your campaign online, but Google also has a customer service phone number you can call. It’s worth noting that Facebook does not offer this kind of personal support as of 2012.
A Facebook Campaign
To start a Facebook campaign, you need to have a Facebook account. When you are on your Facebook page, search for “Facebook ad,” and you will find easy instructions on how to get started. In many ways, it’s very similar to the Google AdWords setup process (probably because that’s where they got the idea from). As I said earlier, the difference with Facebook is that you can include a picture and you have more information about the people you are reaching. Now the fun begins. You begin by creating an ad for your campaign that includes a photograph (uploaded from your computer) and also some text (which you’ll have to write, and which will appear next to it). It may seem obvious to you, as an artist, to include a picture of your art, but that depends on how well your art reads when the dimensions are so small, about 1” x ½”.
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.