Sniper Marketing in 5 Minutes: Step-by-Step

Ever wanted to setup a marketing campaign targeted at your city and to a specific set of people? Here’s how:

Step 1: Choose your sniper rifle

Here are the best two:

Google Adwords

Ever wondered how Google makes so much money? Adwords!

Pros:

• Target by geography
• Target by topic
• Easy-to-control budgeting
• Integrated with Google Analytics (Google Analytics can be integrated with your RealPageMaker website)
• Consistent, solid results

Cons:

• Takes some time to find the best, most cost-effective keywords for your campaign
• More complicated to setup than Facebook

Facebook Advertising

Facebook, now the #2 website in the world, is a prime venue for sniper-targeted marketing:

Pros

• EXTREMELY highly targeted – target by age, gender, geography, area(s) of interest, etc.
• Easy-to-control budgeting

Cons

• Exposure decays over time – big effect initially, but little staying-power
• Not integrated with Google Analytics

Step 2: Choose your scope

With Google:

1. Login to your Google account and go to Adwords
2. In the Adwords area, click on “opportunities” at the top
3. Now look down the menu on the left and click on the “keyword tool”
4. Now’s where it gets interesting: Add potential keywords to the “word of phrase” box at the top left, and click search… if this is your first time using Adwords, the results will amaze you.
5. Continue searching for the most cost effective keywords.
6. Add these keywords to your search campaign and assign a budget

Important notes:

• Make sure you’ve selected to display the “Estimated Avg. CPC” column in your keyword tool search results

With Facebook:

1. Go to facebook and click on the “advertising” link at the bottom of the page
2. Follow the steps indicated by facebook – you’ll be blown away by how targeted your ads can be

Important notes:

• Facebook is busy signing up new advertisers and can be slow. Patience may be required.

Step 3: Monitor Results

Keep track of your conversions so you know the exact ROI. Make sure to keep the big picture in mind – paying $5.00 for a click might seem expensive, but even if you convert one deal from every 100 clicks it’s still over a 100-fold ROI!