Paid ads on places like AdWords may be relatively cost effective once a site is up and running, but they have an extremely limited role to play in a pre-launch campaign. Unless you happen to have a significant marketing budget, that is.
If you have the money for a multi-stage pre-launch campaign, then you may want to consider the following idea. Just be aware that it will not be cheap, and you will need to have a pre-designed splash style page on your URL. That way, when people click on the ad, they will not end up at a dead end.
If you are ready to get going, consider this three-stage pre-launch plan:
1. First (about 1 month out) release a set of ads with nothing but your name and URL. These will give you some exposure and begin to make people wonder what is going on.
2. Two weeks later release a second ad with a catchy tag line for your site. Something like “food-fashion-fun” or “We’ll teach you how to make your corvette purr.” Use whatever suits your site and its mood.
3. Three to five days before the launch, you can post a final ad, one with specifics and some teasers.
Please bear in mind that this strategy is a tricky one to navigate, and you may want to enlist the help of a professional in order to pull it off. If you feel that you can go it on your own, be careful to choose the right places to buy ad space. You want to pick a site with a demographic that is similar to your new site.
If your budget does not allow for those kind of expenses, have no fear. There are a few other things that you can do that will not cost you an arm and a leg. As a matter of fact, some of them may not cost you any money at all.
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