These days, it is easy to be overwhelmed with the choices for connecting with people when you need more leads. From advertising on Google to social media, Pandora, and more, there are many options and many salespeople saying they have THE thing and promising overnight success that it can be hard to know the best place to invest your money for the highest return on investment. In our latest webinar, we explored two popular options for digital advertising: pay-per-click and social media ads.

The Media Workflow

Pay-per-click and social media ads media workflow

Now, before we start looking at those advertising options, let’s take a look at your workflow. When it comes to running any campaign, having a workflow helps you stay consistent through your planning and launch process so you can determine your needs, pick the right ad type, map your customer experience, and determine how you’ll measure success.

1. Determine Your Needs

When you want to run any kind of campaign, you need to be clear about what you’re looking for. Do you need leads now, or do you want to nurture leads to maintain your flow? The sales funnel is a great tool to help you do that.

The Sales Funnel is Your Guide!

The sales funnel

The sales funnel will help you determine which marketing channels you need to invest in to make sure you’re reaching the right audience in the right place and not wasting time or money. This tool walks you through the audience’s buying process and at each stage of the funnel, your audience can be found in different marketing channels, and they will need different messages to help them make their decision. As you’re looking at different marketing channels, you need to establish which stage of the funnel they are in.

2. Pick Your Channel Using the Sales Funnel

Use the sales funnel to choose your channels

As we noted before, you need to use the sales funnel as your guide. Think about your goals and where they are in the sales funnel in order to determine which channel will be most effective for you. PPC is usually going to fall in the lower levels of the funnel because it’s generally more effective for reaching people who are ready to buy, where social media ads are better tactics for reaching people who may not already know about you (that’s awareness), but they can also be used for retargeting past customers as well. 

3. Map Your Customer Experience

Before you get started, you also need to define what the customer experience with your ads will be. This means determining the flow from the channel your ad will appear on, to the ad itself, and then to the landing page and ultimately the conversion. The goal is to create a seamless experience so your audience doesn’t feel confused about what their next step should be. This means if you’re advertising a specific product, you send them to that product page on our website, not your homepage.

Customer ad flow

4. Establish Baselines, Measure & Report


You also need to think about what indicators will let you know your efforts are working and what success looks like before you get started. You need to look at your reporting regularly to make sure your investment is paying off. This means really knowing your business and looking at what others are doing. You can pull average statistics for other businesses in your industry to get a good idea of the type of success others are having. For example, if you’re a retail business selling masks or hand sanitizer, your goals for your Facebook Campaign are going to be totally different from a campaign advertising a larger purchase like a trip to Disney World. 

Learn More About PPC and Social Media Ads

Now that you know a bit about the media workflow and how it can help you determine which type of ad you, let’s take some time to explore pay-per-click and social media ads. Click either image below to get started!

Social Media Ads
Social Media Ads

Thinking About a PPC or Social Media Ad Campaign?

Need more information on pay-per-click or social media ad campaigns? Want to talk through these options in greater detail or have some help determining which is best for you? Contact us at to set up a call with a member of our team.

Categories: Marketing