SEO

Ads: How Can You Promote Yourself On Each Platform?

Have you ever thought about using Ads? Google, Facebook, Instagram or even LinkedIn Ads are a great way to boost your contents exposure! That’s why we’re here to run you through the basics of how these tools work, their key aspects, and how your business can capitalise off them.


As consumers, Ads are all around us. They follow us wherever we go on the internet, and often we recognise that they're actually being targeted to us and what we've shown interest in. But have you considered how they actually work, and what they can do for your business? Let's find out...

Google Ads

With millions and millions of searches occurring on Google everyday, it’s easy to end up lost in the crowd.

However, Google Ads give you the opportunity to attract relevant and qualified traffic for your business, throughout the usage of PPC (pay-per-click) and CPM (click-per-impression). These ads are easily displayed on the search engine results for both desktop and mobile devices, widening your exposure chances.

Before we discuss Ad placement, you should first take into consideration the following practices:

  1. Have a planning template that will help you monitor your project (where it appears, character counts, etc).
  2. Use specific keywords that have higher chances to generate clicks! Avoid using broad keywords that could draw the attention of the wrong audience.
  3. Make your ads relevant to the search intent of your customers!
  4. Work towards growing your Quality Score, because it will boost your ranking on the search engine results page (SERP).

Google Ads are a bit different to the other channels we’ll go on to explore. It’s effect is based on specific search terms or keywords that you bid on in order to appear higher on search results. 

So, let’s see what factors are going to have an impact the success of your Google Ads:

Rank and Quality Score

AdRank is where your ad will be compared to other companies ads, whereas, Quality Score (QS) is based on the quality and relevance of the ad and how many people click on it - tightly connected with people’s search intent.

Keywords

Keywords are important for both organic search and paid ads! They need to match as closely as possible the search intents of your audience. Google’s algorithm will match searching queries coming from the keywords selected by you! One to five keywords are considered an optimal amount.

Location

Based on the geographical area you select to run your ad. Remember:

  • If you have an ecommerce and physical store, your location should be set to the facility you ship from
  • But if you provide services worldwide the sky is your limit

Match Type

Your keywords tell Google if the engine should match your ad with a search query. 

  1. Broad match - searches related to your keywords or it can include searches that don’t contain your keyword terms. Avoid the following mistakes such as “blue shoes” and “shoes blue” as it won’t be beneficial.
  1. Phrase match - A bit more targeted approach from the broad match and it shows your ads on searches that include the meaning of your keyword. The meaning is implied, so more specific users will be attracted.
  1. Exact match - Ads that will show on the search when an exact search meaning has been placed - for instance: keyword is “shoes for kids” -> searches are “kids shoes” or “shoes kids”. It allows you to have more control over the traffic you’re going to attract.

Optimise your Headline and Description 

Make sure that you’re offering a clear answer to the searcher’s question. The headlines are the words people type on the search bar (limit of 30 characters).

The description highlights the details about your product/service (up to 90 characters)

Ad Extensions

They’re good for 2 reasons - they’re free, maximise the information value for people and increase your chances for interactions. You can have:

  1. Site link extensions - they extend your ad by providing people with additional links to click on
  2. Call extensions - add phone number to your ad so that the audience can contact you
  3. Location extensions - add location so that Google can make you visible for people in that area
  4. Offer extensions - running a promotion might be a good way to reel users in
  5. App extensions - you can offer a link so that users have easy access to download your app

Retargeting

You retarget or remarket to users who have previously engaged with you but you haven’t converted them (uses cookie tracking).

Rule of thumb: for a person to become a customer it takes them at least 7 exposures to your brand before you convert them.

Google Ad Types

Search ad

Text ads shown on Google’s results page - they are displayed at the top of the page so it’s the first thing a user sees!

Display

Usually image ads that are distributed on different industry websites, that are part of the Google Display Network. 

Video

Shown before, in the middle or after a video on YouTube. Don’t forget that YouTube is the second most popular search engine after Google, so make sure you optimise your keywords for higher chances of exposure to qualified leads. 

App

Google’s App campaigns promote your application and display your ad on the search network, Youtube, Google Play and Google Display Network, etc. These ads can encourage people to download your app -  just give Google the information about the app and audience, the rest is up to Google.  

Shopping

They are displayed on the right side of the SERP and include a photograph of the product, title and price. You can also run shopping campaigns by using Google Merchant Centre where you write product information that Google uses to create your shopping ad.

Let’s see how you create your google ads:

  1. Link your website with Google analytics - helps you track and measure the results of your campaign
  2. Add UTM codes - an Urchin Tracking Module code used by Google to track the activity associated with the link.
  3. Create conversion tracking - it shows you how many people you have acquired throughout the ad campaign
  4. Integrate Google Ads with your CRM - track which ad campaigns are working for your audience
  5. Ad bidding - you can do it either manually or it can be automated
  6. Constantly optimise your ads
  7. Ready to go

Facebook Ads 


Facebook allows you to run ads as fuss free as possible, with easy to digest reports afterwards.

They help 1.6 billion people worldwide to connect with small businesses every day! With Facebook for Business you get unlimited support from the Facebook group, as well as personalised plans based on your goals and objectives.

So here are the steps you need to look at before creating ads:

Objective 

What are you trying to achieve with your ad campaign?

Audience 

Filter your audience. Put the demographic, psychographic and behavioural characteristics that best describe your target audience

Where do you want to run your ads: Facebook, Messenger, Instagram, Audience Network (or all)

Budget

Determine how much you want so spend and allocate your budget for the desired period of time

Type of Ads

Facebook for Business allows the following ad types:

Photo - simple and clean images with capturing messages. Great when you want to create awareness for a product. 

  • Headline should be up to 40 characters
  • Link description - 30 characters
  • Body text - 125 characters
  • Campaign objectives - everything apart from video views

Video - all sizes and formats that will help you attract your audience (viewable from Stream, Feed and Stories)

  • Headline - 40 characters
  • Link description - 30 characters
  • Text - 125 characters
  • Objectives - everything apart from catalog sales

Stories - immersive, authentic and inclusive ads that attract more than 500M viewers daily (optimised for vertical use)

  • Text - no specific character count - try to have 250 pixels text-free at top and bottom of the ad
  • Objectives of campaign - everything apart from engagement and store visits

Messenger ads - interactive and automated features that help you spark conversations with current and potential customers

  • Headline - 40 characters
  • Body text - 125 characters
  • Objectives - traffic, conversions, catalog sales, messages and app installs

Carousel - You can individually link up to 10 images/videos to showcase different products/services, tell a story or do a step-by-step tutorial.

  • Headline - 40 characters
  • Link description - 20 characters
  • Body text - 125 characters
  • Objectives: everything apart from engagement and video views

Slideshow - video-like ads that are a combination between motion, test and sound, to help you showcase your ‘story’. According to Facebook they use 5X less data than video which means they are perfect for geo locations without strong internet signals or have an older device!

  • Headline - 25 characters
  • Link description - 30 characters
  • Body text - 125 characters
  • Objectives - everything

Collection - experience for customers to enable them to discover and browse between products

  • Headline - 40 characters
  • Link description - not applicable 
  • Body text - 125 characters
  • Objectives - traffic, conversions, catalog sales, store traffic

Playable/Experience ads (try before you buy ad type) - mainly used for games to give short demo before proceeding to download

  • Text - the text is in the form of blocks and each one has 500 words limit
  • Button text - 30 characters
  • Objectives of campaign - everything apart from generating leads

Measuring campaign goals

The final steps are placing your final ‘order’ which you can start manage once is live

  • The most important principle to remember is to follow the recommended guideline and use the correct ad type depending on your campaign objective in order to see results!
  • Set Facebook Pixel code to your website for easier ad campaign tracking 

Instagram Ads

In case you do not want to connect your Facebook and Instagram accounts to run ads simultaneously, read below how to promote directly on Instagram!

Promotions

With IG promotions you can turn any post into an ad by simply investing capital. All you have to do is:


  1. Choose your aim and where you want to divert your audience - to the website or your profile?
  2. Choose your audience with one of the following options:
  • Automatically - based on the traffic you are already attracting
  • Customised - select by entering the specific characteristics for your customers
  1. Estimate your budget for the desired period of time (make sure the minimum time frame is 7 days for better data performance)

On Instagram, you have relatively the same principle as with Facebook ads. You can run Photo, Video, Carousel, Collection, and Story ads, as well as using Shop to enable your audience to discover, browse and purchase your offerings directly from the IG Shop! Moreover, you can also target the Explore page by placing an ad there as well.

Marketers typically use Instagram ads to showcase a new product, to raise brand awareness and sometimes to gain followers by uploading branded content.

It’s mostly beneficial to the B2C industries, however, it's also a great offering for B2B users.

LinkedIn Ads


LinkedIn ads are a great way to connect with industry influencers across the platform by running Sponsored Content, Message Ads, Dynamic Ads and Text Ads! 

Here are the steps you need to follow:

  1. Choose your desired outcome first:
  • Create brand awareness
  • Consideration - Website visits, Engagement or Video Views
  • Outcomes - Generate leads, Website Conversions, Job Applicants or Talent leads
  1. Select your criteria

LinkedIn’s tools allow you to target your campaign effectively by letting you choose between 20 important attribute categories for a successful ad campaign, some of which are:

  • Company size and name
  • Member interests
  • Skills
  • Job title and seniority, etc.
  1. Ad format

Select the ad format that will most efficiently fit with your objectives:

  • Sponsored content ads appear directly on the feed and can be either image, video or carousel. 
  • Message ads are where prospects and professionals spend quite a lot of time and are an excellent way for conversions to happen. Spark an immediate action and drive engagement which is greater than the email marketing one!
  • Dynamic ads use your profile information and can come in one of the three formats: Follower (drives followers), Spotlight (spark actions) and Job ads (attract talents). 
  • Text ads are simple pay-per-click (PPC) or cost-per-impression (CPM) ads that carry out your messages.
  • Or all of the above?
  1. Budget and Measurement

After entering your specifics and the type of ads you want to run you have to outline your budget and duration for the campaign:

  • Select bid type - PPC or CPM
  • Bid
  • Daily budget
  • Start/End date

Finally, when your campaign is live and running you will be able to measure and optimise the effectiveness through your Campaign Manager!

If you don’t want to go down the Ad route but still want to boost your reach and increase your engagement across search engines and social media platforms, get in touch with us and we can help! We specialise in SEO so we know what will work best for you!

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