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What I learned from Online advertising - Michelle Geere, Adbot

I've been in the advertising industry for 12 years, and after starting my own business, I realized that things weren't going to be easy. In my presentation, I'll share my journey, based on the challenges I faced, the steps I took, the strategies I used, and the decisions I made that helped me to become better in the industry.

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MASTER
CLASS
CAPE TOWN, SOUTH AFRICA ~ OCTOBER 25 - 26, 2023
DIGIMARCONAFRICA.COM | #DigiMarConAfrica
What I Learned From
Online Advertising
Michelle Geere
CEO
ADBOT
Online Advertising
Page 2
What I've learnt so far about
I got this!
ONLINE ADVERTISING
Page 3
Limited time.
Limited resource.
Limited budget.
Advertising for a small
business is very different.
Page 03
How we started?
Similar to how I would approach my previous clients.
List the benefits in good creative and spend large amounts on popular platforms.
Page 5
1 2
Nothing!!!
Page 6
Found the
channels
where our
audience was.
I spent a lot
of money.
Creative was well
designed and
loved by our
customers.
Target.
Focus on
Benefits.

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What I learned from Online advertising - Michelle Geere, Adbot

  • 1. MASTER CLASS CAPE TOWN, SOUTH AFRICA ~ OCTOBER 25 - 26, 2023 DIGIMARCONAFRICA.COM | #DigiMarConAfrica What I Learned From Online Advertising Michelle Geere CEO ADBOT
  • 2. Online Advertising Page 2 What I've learnt so far about
  • 3. I got this! ONLINE ADVERTISING Page 3
  • 4. Limited time. Limited resource. Limited budget. Advertising for a small business is very different. Page 03
  • 5. How we started? Similar to how I would approach my previous clients. List the benefits in good creative and spend large amounts on popular platforms. Page 5 1 2
  • 6. Nothing!!! Page 6 Found the channels where our audience was. I spent a lot of money. Creative was well designed and loved by our customers. Target. Focus on Benefits.
  • 7. These two books in particular were very valuable be their practical advice that you could implement ea LEARN So I picked up a couple of books and read. Page 7
  • 8. MVP 100 1000 10,000 100,000 Traction. Traction is the quantitative evidence of customer demand. Naval Ravikant Founder AngelList Page 8
  • 9. 2 1 You have to detail and write down your ideal customer, 5 Tweak and test. Tweat 4Then spend small 3Get yourterminology Page 9 Small changes have huge effects. Then you have to build a funnel. straight. amounts testing where you customers are. andtest. Success-ish 1. Customer 2. Funnel 3. Test
  • 10. Don’t let me niche-slap you! LESSON 1 - CUSTOMER This had the biggest impact for us. Write down who you are selling to. Niche isn’t small. It’s specific. Don’t give up on your niche too early. Page 09
  • 11. Business Overview: ● Patrick is passionate about custom-making or importing items. ● His business is in the Retail & Service industry. ● Patrick has a physical store or an online store. ● Patrick is the decision maker. Challenges and Pain Points: ● Patrick lacks the time and resources ● He had a negative experience with a marketing agency ● He manages his Google Ads and keeping them updated daily is a challenge for him. ● Patrick recognizes the importance of being present online.. ● He doesn’t mind paying more for results. ● Patrick values community and has a strong customer base ● He prefers AI = they associate it with success ● Patrick understands the difference between traffic and conversion Page 11 Patric LESSON 1 - CUSTOMER ● Gender: Male ● Business Type: Small bespoke Racket Shop ● Location: South Africa - Cape Town or Johannesburg ● Business Age: One year or older ● Number of Employees: 1-10 people 10 QUESTIONS
  • 12. LESSON 2 - FUNNEL No-one will sleep with you on your first date. Nobody buys on the first encounter. Give people information about your product in multiple formats. Qualify your leads so that your sales team only close. Sell Demo withthe sales team Match toPatric Qualify Success-ish Multiple content pieces in multiple formats. Leading to a lead form. Page 12 Ads
  • 13. What is a lead? LESSON 2 - FUNNEL Definition of terms: Lead: a person you have means to contact. We call them prospects. Engaged Lead: a person who has indicated interest in the stuff you sell. We refer to these guys as leads. Page 13
  • 14. Snovio Prospects - book a demo on Snovio 370 Snovio Qualified Prospects - Fidaus sent to Toma & Nakish 74 Social Media Form Prospects - forms filled in 3,000 Social Media Form Qualified Prospects - Fidaus sent to Toma 1500 Social Media Form Prospects Called 800 Social Media Form Prospects Demos 600 Website Landing Page Form Prospects - Email and mobile shared 6,310 Website Landing Page Form - Qualified Prospects - Fidaus sent to Toma 1500 Website Landing Page Form - Prospect Called 1500 Website Landing Page Form - Demos booked 1,262 Total Prospects 9,680 Total Leads Qualified 1,936 Total Calls 2300 Total Demos Booked 2,020 New Customers from Funnel 1,262 Conversion Rate - Prospects to Leads Qualified 20% Conversion Rate - Demo to New Customer 62% Conversion Rate - Leads Qualified to New Customer 65% Conversion Rate - Prospects to New Customer 13% Page 14
  • 16. Where do you place your ads? Meta LESSON 3 - TEST &FI Search ● Google ● Bing ● Pettal ● Yandex Page 15 ● Instagram ● Facebook ● WhatsApp LinkedIn TikTok Referral marketing Email marketing Content marketing Engineering as marketing Targeting Blogs PR Trade shows Speaking engagements Community building
  • 17. 19 Channels ● Paid Search ● Organic Search ● Social media ● Display ads ● PR ● Guerilla PR ● Content Marketing ● Targeted Blogs ● Cold outreach emails ● Referral Marketing ● Email Marketing ● Engineering as marketing ● Business Development ● Sales ● Trade Shows ● Speaking engagements ● Community Building ● Offline Ads Page 016
  • 19. LESSON 3 - TEST &FI It never stops! When you increase your budget or your audience on Facebook your metrics change. You will only know if it is positive or negative if you test. E panding audience It doesn’t match your idea customer and you have slower sale cycles or mismatched needs. Find more channels At this event we are testing giving away a headshot for your linnkned in profile when you book a demo. Everytime you reduce orincrease your budget your CPA changes Reduce or increase budget
  • 20. IMPACT Conversion rates improved from 0.09%to 4% This is great but the challenge isn’t over. The metrics constantly changes as you adjust targets, channels and creative.
  • 21. E TRA LESSON -CREATIVE Your ads. Words are important. This book helps you find those words and when you have them test, test and test again.
  • 22. You can only work from 9 to 5. Adbot works 24/7. Doing your online ads yourself takes up to 25 hours a week. Adbot does all your optimization for you. A freelancer doing your online ads will cost up to $300 per month. With Adbot you only pay $9 per month.
  • 23. A freelancer doing your online ads will cost up to $300 per month. With Adbot you only pay $9 per month. You can only work from 9 to 5. Adbot works 24/7. Doing your online ads yourself takes up to 25 hours a week. Adbot does all your optimization for you.
  • 24. YOUR BUSINESS IS LOSING OUT ON THOUSANDS OF CUSTOMERS IF IT'S NOT ON GOOGLE. Get Adbot to set up and optimize your Google Business Profile today! We'll take care of everything, so you can focus on what you do best: running your business. YOUR BUSINESS IS LOSING OUT ON THOUSANDS OF SALES IF YOU ARENOT ON GOOGLE. Get Adbot to set up and optimize your Google Business Profile today! We'll take care of everything, so you can focus on what you do best: running your business.
  • 25. Thank you Book a demo today at myadbot.com