Frequently Asked Questions
PPC means pay-per-click, and it is used in digital marketing to improve an ad campaign. It is the quickest way to target brand awareness and put you ahead of your competitors. The importance of PPC for a business marketing campaign depends on its ability to utilize its campaign data effectively and assess changes accordingly.
It is the most significant aspect of digital marketing that can increase your ROI (return of investment). PPC can do the following for a business.
✔ It can maximize the number of ad clicks
✔ It can target specific conversion styles by using desired cost-per-action (CPA)
✔ It can help you target ROAS (return on ad spend) to calculate your spend and revenue (ROI)
✔ It can maximize conversion rates and value while targeting low bids for ad space
✔ Help you to set up your overall budget estimates
PPC refers to pay-per-click advertising. Facebook, Google, and Microsoft Bing are examples of pay-per-click advertising platforms. Most PPC algorithms are designed to reward advertisers with relevant ads which follow their guidelines. For example, you could show up in position #1 and pay only $1 per click, and your competitor is in position #4 and paying $6 per click. Why is that? RELEVANCY.
Most PPC platforms function like an auction with advertisers bidding for clicks. The PPC platform will assess the website’s quality to ensure users have an ideal experience when they visit the site.
To effectively use PPC advertising, you should follow these tips.
✔ Establish your marketing goals
✔ Develop your preferred target audience and cater to them specifically
✔ Use keywords to structure your campaign
✔ Bid on your relevant keywords
✔ Design a quality yet mobile-friendly landing page, focusing on benefits and features
✔ Use Google Analytics to track your results
✔ Incorporate routine testing and optimization on your ad copy and landing pages
Ad impressions are a valuable metric that is used for counting the total number of times that your specific ad campaign has been viewed by your target audience. For instance, you will be able to gauge the number of times a single ad has been displayed on the screens of your target audience. Impressions can be measured for different types of ads, and you can also set up Ad Set Impressions that allow you to track a group of ads that fall under the same theme category. Using ad impressions helps you to assess and calculate the total number of views that your ad has generated.
On the other hand, Ad Clicks are a metric that is used to count the number of times that your digital advertisement has been clicked by viewers to access an online site. The online advertisements for this metric can be varied to include texts, banners, or buttons. The primary goal of a digital ad campaign is to increase the traffic that is directed towards a website. Using Ad Clicks achieves this goal effortlessly because it is the best way to assess the quality of your site.
Several variables go into the determination of your advertising costs on Google. As a result, there isn’t a simple and one-size-fits-all approach to answer this question. However, these are some reasons why there isn’t a clear-cut approach to determine advertising costs.
✔ They depend on the industry
✔ The customer lifecycle is not a fixed variable
✔ Trends are constantly changing
If your ad is well-written, relevant, and becomes a success, your ad campaigns can become more cost-effective.
Quality Score is an effective tool that Google Ads uses to evaluate the different ways that you can improve your campaign performance. It indicates the precise factors that require improvement. The following are some helpful measures that you can use to improve your campaign performance.
✔ Review the three components of your Quality Score (Expected click clickthrough rate, ad relevance, and landing page)
✔ Create ads that are relevant to your keywords
✔ Find ways to improve your clickthrough rate (CTR)
✔ Update your landing page
✔ Use Quality Score in conjunction with other metrics
The most crucial step is to ensure that you set your goals for your ad campaign first. This is how you will be able to understand, track and measure your metrics to know where your ad is performing or not. The most common goals that you can set for measuring your success are the following.
✔ Your ad impressions
✔ Your ad clicks
✔ The expected click-through rate
✔ Your average cost-per-click
✔ Conversions as a bidding rate
Once you have established your campaign goals, and you have launched your ad campaign, it is important to do routine maintenance such as product A/B testing.
The short answer is yes. Google Ads automation features can save you a lot of time and generate sales. It is important to know how to take advantage of these features. For example, you can use automation bid management tools to help you access real-time insights, location, language, and operating system. However, you also need to manually monitor your campaign performance to factor in any changes in pricing or new trends that may affect your ad campaign.
The answer is dependent on several factors that are unique to each client. You need to consistently assess your campaign objectives. Have you met your sales goals? Are your lead-generating techniques useful? As a result, you need to do regular reviews to identify any emerging trends and keyword phrases that can affect your ad click and conversion rates.
Your stakeholders can have a negative or positive impact on the output of your ad campaigns. This is why it is important to know who the stakeholders are before you launch the ad campaign. It is important to maintain regular communication about any updates to internal stakeholders. Failure to communicate updates effectively can cause issues with the project being hampered or reduce your budget unexpectedly.
Your PPC adverts will appear on different search engine results pages (SERPs) to target the customers that would most likely purchase your products. To ensure that your campaign ads appear and rank highly, you need to select the goals that you want to achieve, whether it is to boost sales or drive traffic to your website.
You can look out for your ad campaigns on the following:
✔ Google Search Network
✔ Google Display Networks
✔ Google Partner Networks
If your PPC ad campaigns are not showing there may be specific problems that can affect your bidding, conversions, targeting, or campaign settings. There are different ways to troubleshoot this problem, but Google has a specific “Why you may not see your ad” troubleshooter to help fix your problem. It will provide you with reasons why you are experiencing the problem and ways to fix your problem. There is also a list of the most common issues and tools provided by Google Ads to help you troubleshoot the problem.
The Ad Auction is a useful tool that Google uses to show how ads are positioned. Google Ads calculates the Ad rank for every ad that has been bid in the Ad auction. The general rule of thumb is that ads with the highest ad rank will show up in the top position. If your ad is not showing on the top of the page of Google Ads then you may need to consider improving the following without increasing bids.
✔ Your Quality Score and your Ad Rank formula
✔ Increase your keyword phrases by using a keyword tool
✔ Improve your ad relevance
✔ Improve your website and landing pages
Google Ads is a significantly competitive advertising platform. Unfortunately, you cannot find out from your competitors about what they are doing better than you. However, there are approaches that you can use to work on this.
Auction Insights Report
You can use your auction insights reports to assess what your competitors are doing better than you. There are two options that you can use to create these reports.
✔ You can use keywords to generate a report
✔ You can generate a report for all of your keywords
✔ Google Search Ad Preview and Diagnosis Tool
✔ Third-Party Keyword Spy Tools
✔ Adwords Keyword Planner
Once you have figured out who your competitors are, you can use this information to target their ad campaigns.
Your cost-per-clicks can grow on Google Ads, a phenomenon known as CPC Inflation. This happens when other variables remain the same, and you have to spend more to maintain your impression share. The auction algorithm will determine the placement of your ads and the costs that you will pay for your ad campaign. Factors such as your competition, expansion of your ads, less ad space, changes in your quality score, and enhanced CPC limits.
Many factors can contribute to this. For instance, if your ad campaign is new, you must understand that it takes time to create a cumulative impact. So, you need to provide Google Ads with as much information as you can to improve the interaction to your website. When there is more activity with your listing, you can provide Google with more information that is valuable for improving your rankings.
You should also consider optimizing other online assets such as social media profiles. Your off-page SEO also needs to improve. However, other businesses may have extensive historical data when compared to new campaigns.
Yes, you should. It’s an effective strategy to send users to your homepage. When you pay for your ad campaign Google Ads gives you full control over where you send your viewers. This way you can adapt your brand voice whenever you need to while providing your viewers with more information that can be used to dominate your brand search results page.
It is also a better way to increase your CTR to increase your incremental traffic which makes it hard for your competitors to surpass your success. Additionally, it is an inexpensive way to increase your overall quality score.
The best place to start is to set a goal that is well-defined to establish the success of your ad campaign. The goal for your PPC performance should depend on the needs of your business. So, it could be to increase traffic, improve sales, or increase the number of subscribers. Your goals should be clear and realistic so that they can be attainable within the desired timeframe.
The following are other ways to start with improving your PPC ad campaign performance.
✔ Using high-performance keywords with a high CTR
✔ Optimize the quality of these keywords so that they are relevant for your ad copy and improve your landing page experience
✔ You can also create a list of negative keywords to prevent your ad from being paused as a result of inappropriate searches
✔ Write engaging and relevant ad copy
✔ Utilize retargeting to recapture the attention of your prospective customers who are aware of your brand
It is important to ensure that you keep track of your PPC campaign by monitoring it regularly. Most new campaigns fail because marketers do not spend enough time evaluating their performance and understanding the factors that are affecting its success. However, if you do not have the time and require an efficient way to monitor your PPC campaign, you can invest in automation as a solution to offer you closed-loop reporting.
PPC campaign advertising helps any sized business to increase its visibility as an effective way to boost conversions that translate to sales.
A PPC campaign that does not have any data or performance history can take up to three months to build and work. However, for most campaigns, the general time frame to see notable results is between one and two weeks.
The timeline can vary according to different factors of that party’s business. The general rule of thumb is that it can take at least three months to mature an advertising campaign. An additional six to nine months can be beneficial to develop a strong and memorable campaign.
The reason why it can take a long time to see results from a PPC ad campaign is that it lacks data and/or performance history. The ad campaign is what generates the advertising data. Factors such as the target audience size can affect how your campaign generates data.
For instance, once the campaign is up and running, various networks notice the quality of your ad campaign. This can influence ad metrics as they gather more information about your campaign’s performance.
The management fee we charge is the cost for our service of helping you build the PPC account, write ad copy, solve account issues and manage your auctions. The fee we charge is recovered many times over by the new business generated.
A good PPC management agency understands how to use content strategy and numbers to improve your company’s overall return of investment. It has a team that can use a combination of industry knowledge and expertise on target audience growth to develop campaigns with a high yield.
Additionally, a good PPC agency will communicate with its clients about all the information it uses to run an effective and legitimate ad campaign.
PPC advertising for eCommerce businesses can be a complex marketing process. The market is highly competitive and professional PPC management services can be affected by various factors.
Ecommerce PPC pricing can sometimes go up to $5000 depending on the size of the business, or it can amount to between 10% — 20% of the monthly ad spend.
These costs generally include but are not limited to once-off setting up costs, agency management costs, and the total monthly ad spend.
Other PPC agencies charge a flat rate for eCommerce management services, while others charge a percentage fee of the ad spend i.e. 10%. For example, if your eCommerce startup costs are $2000, and you are charged 10% for ad spend, you will pay the agency $200 p/m to manage your campaigns.
The PPC pricing model can be divided into three standard pricing criteria.
✔ Flat-rate: There is a recurring and fixed monthly fee.
✔ Percentage of ad spend: The monthly management fee is determined by your ad to spend.
✔ Performance-based: The total amount of the monthly management fee will be based on the ROI results.
Other factors such as the agency’s specific features can influence the eCommerce startup fee and recurring costs.
The most obvious difference between these ad campaigns is automation. A Google Smart Shopping campaign will take a standard campaign and incorporate automation for bidding, targeting, and ad placement. This makes it a convenient option for ad campaigns because it doesn’t require maintenance.
A standard Google Shopping Ad campaign is the one that every retailer uses to market and sell their products/services. It uses SERPs to help customers compare and shop for different products from manufacturers who have paid for Google Ads.
The most notable differences are the following:
✔ Google Smart Shopping is quick and fully automated while Google Shopping Ads are time-consuming to set up and provide you full control.
✔ Google Shopping Ads give you control over network placement while Google Smart Shopping doesn’t. This can affect the control over location targeting.
✔ Google Smart Shopping limits the number of landing pages while Google Shopping Ads gives you multiple landing pages.
To configure phone tracking, you need to purchase several additional phone lines that will forward to your business line. Each PPC campaign or landing page can be allocated a unique telephone number to ease the tracking process. You can place these numbers directly on your PPC campaign or the locations. You can also set up dynamic number insertion to effectively assess how your ads can lead to phone calls from your site. This type of conversion strategy can help you identify and measure calls when someone visits your website. It uses a simple script to change the listed number seen by visitors to your website.
The number that is chosen depends on several factors such as the geographical location, specific PPC ad, the landing page, and types of keywords used. A call tracking platform sets up PPC call tracking within minutes to provide you with these benefits.
✔ Tracking sources
✔ Split testing
✔ Call data
✔ Keyword data
✔ Overall campaign performance
When you have an ad campaign with historical data it is easier to forecast your PPC projections or even if you have a new client who has had a few campaigns before. The following is the type of data that can be used to estimate projections.
✔ Monthly ad spend. The maximum amount that will be spent on a PPC campaign. The projections can estimate whether it should be decreased or increased to meet the projected goals.
✔ Average sales. This is the benchmark for PPC campaigns, revenue is the ultimate goal.
✔ Conversion rate. This gives an idea of how well your ad is performing and the trajectory of future performance.
✔ Cost-per-click (CPC). This gives an estimate of how much will be spent per keyword.
✔ Competitor data. This will give you insights into how your ad campaign measures up against competitor campaigns.
✔ Industry trends. To optimize the adaptability of your campaign, you need to know the current trends and possible trends.
To get the best possible projections for a campaign that doesn’t have historical data, you need to use whatever data is available to make the estimated projections. The starting point should be determining the cost-per-clicks (CPCs) to understand your estimated budget.
If your ad campaign fails to generate profits, you will lose the money invested in your campaign. To calculate your ROAS, you need to divide the generated revenue by the amount spent on the campaign.
To spend more without lowering your ROAS you can do the following.
✔ Increase the generated revenue while stabilizing the costs.
✔ Lower the ad costs while maintaining your revenue.
✔ Increase the revenue while you lower the costs.
To achieve the above-mentioned, you can:
✔ Improve your website
✔ Assess what your competitors are doing
✔ Refine your keyword targeting
✔ Include geo-targeting
✔ Optimize landing pages
✔ Optimize your conversion rates
✔ Promote seasonal offers
✔ Use the negative keyword feature
There are other things that you can use to ensure that your return on ad spend stays above board.
Updating your ad campaign is dependent upon different factors such as the industry or budget. For example, a new ad campaign requires consistent weekly updates. However, as time goes by, you can only update it every second week or once a month depending on your reach. The following are other factors that influence how many times you need to update your ad copy.
✔ The historical data of your campaign
✔ The number of targeted keywords
✔ Your budget
✔ The success of the campaign
There are many reasons why you need to constantly update your ad campaign, your changing competition being one of them. Moreover, search engines like Google are always updating and revising features. And most importantly, the way that your prospective customers search for information is always changing.
To calculate your monthly budget, you need to know what your daily average budget will be. So, you should calculate what you are comfortable spending on a per-day basis. A PPC management agency will optimize your campaign spend according to your clicks and conversions. However, even though your campaign spend may vary, you will not be expected to pay more than your daily average budget or your monthly spending limit.
You can use tools such as Google Ads’ Performance Planner to help you optimize your budgets for all of your existing campaigns.
To run a successful ad campaign, it is important to utilize seasonal marketing strategies to increase your sales and customers. However, to do this, you ought to be careful in the strategies that you implement so that the changes you make do not overwhelm your customers. Below are some of the strategies that you can incorporate to make effective and timely changes to your ad campaign.
✔ Qualitative learning of your customers’ purchase history.
✔ Quantitative learning can help you to gain vital insights for a successful seasonal ad campaign.
✔ Launch your campaigns before the trends hit.
✔ Use retargeting.
The changes that you make to your campaign and how often you make them depend on the ad campaign goals.
A paid campaign and organic search SEO run parallel to each other and can even compete with each other. Studies suggest that organic search has a direct influence on the number of clicks a PPC campaign receives. For example, when the organic search results are stronger, they will increase the PPC click rate on the same SERP. Similarly, this can work in reverse with PPC boosting the results of organic search.
However, you can make PPC and organic search work together to achieve a common goal- profit and customer conversions.
You can use promotion extensions to share relevant information about special offers or certain events on your ad campaign. They offer flexible scheduling and can be edited without losing essential data. However, if the special offer relates to an occasion-specific promotion extension, Google Ads requires it to be launched or edited within 6 months of their start date to ensure that they are eligible.
When you work with a PPC campaign management agency, you require consistent communication and feedback. However, how the review meetings are structured, depends highly on the urgency of the ad campaign, the budget, and the volume of the work. For example, small-scale projects require less frequent meetings in comparison to larger projects.
You should use Bing Ads with Google Ads for your PPC strategy for the following reasons.
✔ Google is not used by everyone
✔ It makes it easier to import campaigns
✔ There are several Bing Partner program partnerships
✔ It expands device targeting
✔ It is more affordable
✔ Bing treats negative keywords differently
✔ You need both Bing and Google for your PPC strategy
When your ad campaign is not showing, it is an alarming situation. However, these are some reasons why this may happen.
✔ Your payment did not go through
✔ The bids set for your keywords are too high or too low
✔ The keyword volume is probably low
✔ Your ad campaign has been paused, removed, or disapproved due to policy consideration
✔ There is a mistake in your Ad schedule tab
✔ The negative keywords trump the active keywords
✔ Optimization issues
Bumper ads are very short ad videos that last for only 6 seconds. They are ideal for increasing brand awareness because they allow you to create brief yet compelling and memorable messages. Because they are so short viewers cannot skip them, but when they view these ads it will not increment the YouTube count of the video on the metrics. But they use target cost per thousand views bidding every time it is shown 1000 times. They work best when they run alongside Trueview ads and the short format makes them effective for running ads when people are on the go or watching content on their mobile devices.
These are image ads that appear at the bottom of the video player on the watch pages on YouTube. It will appear the moment a viewer initiates video play. However, they are available for reservation sponsor campaigns. Including a compelling call to action on an overlay is very important. If you do not have a budget for video marketing, this is a cost-effective ad format to improve your marketing strategy
Facebook user value is also known as ad quality relevance. This is one of the crucial factors that Facebook ads algorithms use to assess whether to show a user an ad and how much the advertiser will pay. The focus is on the quality of the user experience. As a result, low-quality or irrelevant ads are not prioritized by Facebook. The following are some key components from third parties that Facebook uses to determine the relevance and usefulness of an ad before it advertises it.
Landing Page. Click backs from land pages are measured to filter out any malware-infected or poorly optimized landing pages. The landing page experience is measured holistically.
Clickthrough Rates (CTRs). The higher the number of clicks, the easier it is to determine the quality and user experience of the ad.
User Feedback. When there are more negative reports on an ad, it signifies its poor quality.
Ad Quality. This includes all the factors that can negatively affect the quality of the ad.
Ad Relevance Diagnostics. This is a metric that is used to measure the relevance of an ad in relation to the target audience.
Improving the user value of your Facebook ads is very important. It also lowers the amount that you can end up paying on your CPMs. When ads are created and are well-targeted, it ensures that the ad value is optimized and improves the overall user experience.
Since Facebook user value is the metric used to standardize the relevance quality of an ad, it requires CTR and CPA (Cost Per Action) as ad performance benchmarks.
CTR has always been considered as the standard benchmark to measure a campaign’s performance, but it is only one metric and cannot measure the overall success of an ad campaign. CTR and CPA are used to measure different aspects of the ad campaign, so if is important for a business to know when to use each metric and what it measures.
Ensuring that the Facebook user value remains high quality is a great way to utilize CTR and CPA into your ad campaign. When the Facebook user value is high, it is easier to determine the ad relevance without solely relying on these benchmarks to measure its success.
Facebook ads are highly competitive. If your ads are not optimized they may not work the way that you need them to. This can affect several factors such as not reaching your target audience which can affect the relevancy of your ads. You should never run a Facebook ad campaign without any optimization. Using Facebook’s Ad Manager as a guideline for the optimization rules can help your campaign to perform better, yield high CTR and obtain good results.
Understanding why you need to optimize your ad campaign is one thing, but knowing how to apply the rules for your campaign is the other significant component towards ensuring success of your campaign.
The following are some tips that you can use to improve your ad campaign’s performance.
Automatically Cap the Ad Campaign’s Frequency
You can set a limit to the frequency of your ad campaign once it reaches the targeted goal. The frequency can range from capping your number of impressions daily, weekly or monthly.
Target the Right Customers
It is easy to misdirect focus towards the least likely target audience for your ad campaign. To ensure that you are using your resources adequately, you should target the audience that is ideally suited for your business goals. Selecting your audience manually can help reach the core target customers faster. Targeting users that you have already connected with can assist with driving more sales while nurturing new leads.
Promote in Multiple Ad Sets
Duplicating an ad set is unnecessary, it wastes valuable time. This is why it is important to promote a single ad post in multiple ad sets. Facebook’s Power Editor is an essential tool to ensure that one post is shared across multiple ads.
Increase Bids To Gain More Exposure
Cost per acquisition (CPA) matters more than Cost per clicks (CPC). As a result, you may have to increase bids to gain more customers.
Identify Well Performing Ad Placements and Times
Running your ad across different eligible placement platforms is important. However, you should know that not every placement works for every type of ad campaign. Facebook’s Ad Manager gives you an overview of how your ad Placements have worked in the past. You can also make adjustments according to what has worked or hasn’t worked before.
The data for the best time of day to post is also available under “campaign view”. You can assess which times can yield the best results and which ones have the highest CTR. It’s easier to post ads on a schedule once you know about your time performance history.
Bidding CPC or CPM is not sufficient if the ad campaign is not optimized. You need to use Facebook’s Ad Manager to navigate the rules and to achieve optimal results.
How important is setting up conversion tracking if I want people to visit my website?
Conversion tracking is one of the most effective solutions to see how much your ad clicks are able to lead to desired customer activity on your website. Facebook offers its advertisers Facebook Pixel to track customers’ activity and conversions from website visitors. You can access the tracked conversions on the Facebook Ad Manager and Facebook Analytics dashboards. This is where you will be able to analyze how effective your conversion funnel is and calculate the return of ad investment (ROI).
Tracked conversions are essential for defining the custom target audience to create ad optimization and dynamic ad campaigns. Moreover, Facebook helps you to identify other users that would be most likely to convert and target them with your ad campaign.
If you want to track conversions with Facebook Pixels, these are the following ways that are provided.
✔ Standard events. These are defined visitor actions that can be reported as a pixel function.
✔ Custom events. These are defined visitor actions that are also reported as a pixel function.
✔ Custom conversions. These are automatically tracked visitor actions. The tracking is done when they parse your website’s referral URLs.
If you want to utilize the Facebook pixels tool, you need to have the base code installed on every page where you need to track conversions. You can also include optional parameters that can allow you to provide any additional information about the activity of your websites visitors. These parameters are valuable for further defining any custom audiences that you create on the platform.
Should I send people to my website, squeeze page, timeline, or a specific post?
The answer is a bit complicated because each option has its pros and cons. There is an insurmountable value of publishing your posts on each platform, but the most effective strategy is the combination of all platform options to attain the most out of your ad campaign. Below are some key points to consider for each option.
Website
A website can leverage your organic traffic and increase your overall traffic. This is an ideal way to optimize better user experience. However, any technical issues that may affect your website will have an adverse impact on your ad campaign.
Squeeze/Landing Page
As an advertiser, you are provided with a unique campaign URL that can be used to publish on any network or as a landing page. The benefits of using a landing page to publish your content is that you can share the campaign URL across any marketing channel. It allows you to have more design freedom which provides you with better campaign dimensions. You also don’t have to worry about any social network policy changes.
However, it is not connected to your website. As a result, you will spend extra time and effort to ensure that it is aligned with the consistency of your brand. You can customize the campaign URL to incorporate your brand identity.
Timeline or Specific Post (Facebook)
Facebook Pages offer users campaigns that are installed as tabs or apps. This is ideal if you are looking for an exclusive campaign that includes Facebook-specific features to help keep your target audience within the social network. It is a valuable marketing strategy for brands that desire to grow their presence on Facebook.
However, your reach will be limited to the Facebook social network. This means that your campaign will be limited to viewer views and entries as opposed to when it is published on the web because a high fan count on the page does not mean an increase in viewership. Additionally, your campaign will be restricted by the long list of guidelines that Facebook has.
To bring in more revenue for your business, you need to know how to connect with your customers. Knowing where your target audience is can help you deliver quality content at the right time and in the right format. It is essential to know where your demographics spend most of their time and how to target them accordingly. Creating a customer persona is the first step towards defining your ideal customer. The characteristics of your ideal customers will vary depending on a myriad of factors. For instance, the age, income, location, and pain points that they experience are some of the highlights that should be included in your customer persona. If you have not yet defined your customer persona you can assess your existing data, create surveys and engage with your sales and support team to understand your target audience better.
Once you have established a well-defined customer persona, you will be able to determine the appropriate device to target a specific demographic. Below are some demographic data based on major device usage.
✔ Radio. This device reaches more people as a form of digital media with consistent engagement across age groups.
✔ Television. While TVs are found in the majority of households, the rise of live streaming has affected traditional television services. If your target audience is older people who are closer to retirement age, then it is the best device to use.
✔ Computers. There has been a significant increase in the number of internet users. People generally engage in blog posts, and video content and do search engine marketing on their computers.
✔ Smartphones. Almost every adult owns a smartphone. They are useful for effective digital and search engine optimization.
Facebook advertising is similar to other digital marketing platforms. It has an array of advantages as well as a couple of drawbacks. For instance, it diminishes organic reach because you have to pay to get your ads viewed by a larger crowd. There is also a widely known issue with the platform misreporting some metrics. Sometimes metrics are inflated in favor of Facebook. Even though Facebook has published measures that are there to remedy this misreporting of metrics, only time will tell if they will rectify the problem.
Additionally, doing your own Facebook ads requires a sizable budget to obtain the desired results. This has created a shift as the most preferred social networking platform. If you want to do your own ads on Facebook, you should consider the risks as much as you would consider the advantages.
There are several methods that are considered effective for advertising on Facebook. Below are some that are considered the most common.
Know Your Target Market
Knowing your target audience first will give better content direction and assist with budgeting techniques. However, Facebook is a social networking platform, so you cannot rely on SEO strategies such as keywords to grow your revenue. You need to incorporate complex audience targeting options.
Choose The Appropriate Ad
You should know which ad types are the most effective on Facebook. The most common ones being image ads, video poll ads, carousel ads, and dynamic Facebook ads.
Use Automatic Placement
This is the most time-saving way to target where your ads will be placed on the feed to reach customers.
Engage With Your Followers
When you know what appeals to your customers, you will have better results in the long run. Additionally, it will assist with planning your budget.
This is the strategy that most business owners use for targeting past visitors to their site. You can track the rate at which people visit your site until they reach the conversion point. Facebook pixel allows you to identify any visitors who bounced before being converted. The targeted ad will be based on their buying behaviour.
Facebook remarketing offers your ad campaign the biggest benefits such as providing essential information to marketers about what the target audience prefers. You can also automatically customize ads for every customer because you have access to information about what interests them. This ensures that you keep your loyal customers coming back. If you want to remarket to your website visitors, you can install the Facebook pixel tool to make it easier to specify your target audience. There are free analytics tools and attribution reports that can make it easier to achieve your Facebook remarketing goals.
According to Facebook, your Relevancy score is determined by the high number of positive interactions that your ad gains. This score is constantly updated as more people share positive feedback. The reasons listed below are why the Relevancy score matters.
✔ It can lower the costs that you have to pay to reach the right kind of target audience.
✔ It can help advertisers to test a varied combination of ad creative strategies with different audiences to figure out which one works best to deliver a higher Relevancy score.
✔ It is an effective approach towards optimizing campaigns that are already in progress.
However, when using the Relevancy score it is essential to understand that it is not an indicator of how your ad campaign is performing. Instead, it should be used as a way to reach your target audience at lower costs. Moreover, it can be used as a benchmark to test and retest your ad creative and ad targeting strategies.
There is no specific answer to this because the amount is generally determined by various factors. For instance, you risk tolerance, the average cost-per-purchase of your products, and your budget goals play a significant role in calculating the amount to budget for your ad campaign. The average costs though can vary between $0.50 and $2.00 per click. If you feel as if your ad costs are too high, you can reduce them by doing the following.
✔ Doing a split test.
✔ Maintaining a high Relevancy score.
✔ Maintaining one focus goal at a time.
✔ Keep your ads relevant and fresh to interest your audience.
✔ Specify what type of audience you need to reach for each campaign.
✔ Use Facebook remarketing.
✔ Try to cap your bids.
Facebook uses CPM or Cost per thousand impressions which makes it easy to see when your bid is not competitive. This can help you estimate the number of overall impressions or clicks that your ad will gain.
Using automated messaging software that incorporates Artificial Intelligence to communicate with customers has become the popular thing in digital marketing. These chatbots are programmed to provide answers to queries and execute different tasks. They ensure convenience and time saving for customers. A Facebook Messenger bot is used to effectively scale the Facebook Messenger Marketing strategy. These chatbots can do the following for your business.
✔ They can reach your target audience directly.
✔ They save your business time and money by providing efficient customer support.
✔ They make it easier to identify and generate new leads.
✔ They can handle eCommerce transactions effectively.
✔ They make it easy to use Facebook remarketing by engaging existing customers.
Chatbots are used uniquely by each business to meet its specific needs. There are two categories of chatbots that you can utilize for your business, self-service or enterprise that can be integrated with Hootsuite. When you use a Facebook Messenger Marketing bot you can use the following tips.
✔ Set clear expectations of what you want your business to achieve.
✔ Understand what the expectations of your customers are and identify if you can meet them.
✔ Incorporate personalization to target loyal customers.
✔ Be transparent in how your business marketing strategy can affect your customers.
✔ Provide customers with the alternative to interact with a human when the automated bot cannot provide the desired conversation results.
✔ You need to keep on learning and integrate your chatbot into your marketing strategy to measure its performance.
Automation is a convenient way to optimize your adverts and increase your user experience.
Lookalike Audiences is a term that is used to collectively describe a group of prospective customers who are likely to be interested in the same things as your current customers. This type of audience can be created by using custom features that are available on the Facebook pixel. The creation process offers you a wide range of options such as picking the ideal size for your campaign that will closely match the source audience. Source quality is important, so it is recommended that you do not create a larger lookalike audience because it minimizes the similar characteristics between the source audience and the target audience.
The following are some points that you need to consider when you create your Lookalike Audience.
✔ The target audience and the source audience need to be from the same country.
✔ You can create up to 500 Lookalike Audiences from a single source audience.
✔ These multiple Lookalike Audiences can be used at the same time for a single ad test.
The Custom Audience feature on Facebook allows you to target people who are your target audience that are on Facebook. Sources such as website traffic, customer lists, and customer engagement results can be used to create custom audiences from people that are already your connections on Facebook and who are familiar with your business offering. The following are the four types of Custom Audiences that you can create on Facebook.
✔ Website custom audiences
✔ Customer list custom audiences
✔ App activity custom audiences
✔ Engagement custom audiences
The benefit of growing your business is that you can use your Custom Audiences to create a Lookalike Audience to target users with similar interests.
Knowing what type of ad to run on your Facebook ad campaign is important. It is an essential element of your strategy to ensure that you achieve the desired results. The following are the types of ads that you can find on Facebook.
✔ Image ads. These are simple form ads that are ideal for a beginner to start their marketing journey on Facebook. You simply need to boost an existing post with an image from your page.
✔ Video ads. These ads can either appear as stream ads or run as short ads in the Stories or Newsfeed sections. They can take a creative approach and include gifs or other interesting animations to capture the attention of prospective customers.
✔ Poll ads. This ad format is available on mobile devices only. It is an interactive approach of combining videos and polls to rally responses from your users.
✔ Carousel ads. These ads use multiple images or videos to deliver relevant information about your products or services. This is an effective way to highlight the different benefits of your products. Each displayed image or video can be embedded with a unique link that takes viewers directly to a sales page of the accompanying image.
✔ Slideshow ads. This is a simple way to create a slideshow by using different still images or videos. They save on data consumption while providing eye-catching motion.
✔ Collection ads. These are paid ads available on mobile devices only. They are paired with instant experiences to allow purchasing without having to leave Facebook. The primary image or video offers enough information to capture the audience’s interest.
✔ Instant experience ads. Formerly known as Canvas, these full-screen ads load faster than most mobile websites that are outside the Facebook platform.
✔ Lead ads. These ads are only available for mobile devices to make it easier to upload information without much typing. They are great for signing up users and tracking their subscriptions to newsletters.
✔ Dynamic ads. These allow businesses to target products to customers who are most likely to be interested. They are also a great way to remind prospective customers to complete their purchases if they bounced.
✔ Messenger ads. These are desired ads that are compiled by chatbots. They feature a call-to-action to have a one-on-one conversation with customer support.
✔ Stories ads. The format is the vertical full-screen video and is effective on mobile devices.
✔ Augmented reality ads. They include animations and other features that can allow viewers to interact with your brand. They can be used to expanding your reach.
It depends on the target goals of your ad campaign. Both platforms offer different things that are dependent on what is required for a successful ad campaign. The answer relies on many factors such as your budget, what your campaign is targeting and the product landscape that you are in. Both these platforms have been proven to yield effective performance results. As a result, certain considerations need to be taken when deciding which is better for your ad campaign strategy.
For instance, you need to research your industry and identify the competitors and then define the objectives of your campaign. Understanding the different stages of the buyer’s journey is important to create a useful product offering that is also conscious of navigating demographic-sensitive products or services.
Facebook Ads
Also known as paid social, Facebook Ads has changed the way that social networks navigate the business. They offer businesses the ability to pinpoint their target consumers and to advertise their products or services to people who would most likely purchase from them.
It has changed the world of digital marketing by helping consumers find businesses instead of businesses spending a lot of time on finding consumers. The following are the advantages of advertising on Facebook.
✔ Facebook boasts of an unparalleled audience granularity. Features such as Lookalike Audiences allow advertisers to double the potential reach of their ad campaigns.
✔ Its inherent visual identity allows advertisers to take advantage of uploading persuasive videos that can convey an inspirational message. This is a massive selling point for many advertisers.
✔ Businesses and markets alike laud Facebook for its ability of ensuring incredible return on ad investment (ROI) with affordable and highly competitive pricing options.
Google Ads
The main advantage for advertisers to use Google’s Adwords is that Google is the most used search engine. This means that it fields numerous queries in minutes and allows advertisers to access unprecedented potential target audiences who are actively searching for products and services that your business offers. The platform offers advertisers two primary networks, the Search Network which allows advertisers to optimize SEO to target new customers and the Display Network that allows advertisers to incorporate visual media such as banners or videos to their ad campaigns. The following are some key benefits of using Google Adwords to run your ad campaign.
✔ The audience potential is immense.
✔ The competition is highly leveled out fairly.
✔ There is a wide range of ad formats to choose from depending on your budget.
The ad format that you choose will depend on your ad campaign objectives. These objectives are also responsible for the placement of your ad on digital marketing platforms. The following are the ad formats that are recommended by Facebook.
✔ Images. These are the common types of ad formats that Facebook recommends if you are starting your ad campaign journey.
✔ Videos. You can use the video format for your ads to make them more interesting on the News Feed.
✔ Carousel. You can showcase up to 10 images or videos in one ad that has its own link to your website.
✔ Instant experience. It is an ad in full-screen mode once the user taps on your video ad. The advantage of using this format is that it visually highlights your brand and the products and services offering.
✔ Collection ads. Similar to Instant Experience ads, this format supports user engagement. It offers the browsing of products and services in a visually immersive way on a mobile device.
If your business requires generating leads to drive conversions, Facebook has the right kind of tools such as Instant Forms that can help interested viewers to sign up, stay in touch and engaged with your business. You can start conversations with the Messages objective which delivers ads to people who would most likely be interested in what your business offers. The ads are able to start conversations with prospective customers on Messenger, Instagram or WhatsApp. Sponsored messages are an effective way to reengage prospective conversions.
The Engagement Custom Audiences feature allows you to reach the people who had engaged with your ad campaign but did not convert. Moreover, the Lookalike Audiences feature allows you access to audiences who are similar to those that engage with your business. Generating sales leads provides you with several measurement tools that can create reports and export them via Ads Insights API or Ads Manager to actively measure the number of sales leads that you have generated. It is estimated that sales leads increase conversion rates by 13% and the quality of sales leads is further increased by 5%.
Sometimes it can be difficult for businesses to choose between Facebook Ads and Facebook Shop.
Facebook Ads
These are the ads that can appear in News Feeds on desktop and mobile devices. The ad content is generally influenced by the news and types of social activity that your connections have taken on the app. Your connections can view the actions that you take on your business page(s) depending on the privacy settings that you have chosen. However, Facebook will not sell any information to advertisers because there are strict policy restrictions that protect users against third-party apps and ad campaigns or networks.
Facebook Shop
On the other hand, Facebook Shop is advantageous for eCommerce businesses that are looking to convert their prospects’ target audience through Facebook. There are numerous Facebook shops that are available for users to buy products directly from a business Facebook Page without having to click on external links. This innovative way to conduct business has allowed businesses to list their products and prices and sell them directly on Facebook. It is easy to set up a Facebook Shop on your business page. You just have to select the Shop Tab from the dropdown menu. There are privacy terms and conditions that each business needs to adhere to prior to being accepted on the platform.
Timing is everything if you want your business to last in this target focused and goal oriented industry. If you do not set timelines for your ad campaign, it makes it difficult to measure the rate of the success of every aspect of the campaign. However, the timing of the campaign is influenced by different factors such as the following.
✔ Distinguishing between the planning and the running of the campaign
✔ The type of marketing that you are doing
✔ Your business objectives and the measurement tools used to determine success
✔ The resources that are at your disposal
There are three types of campaigns that you can choose to use and each has its variation of factors to be considered.
Shorter campaigns. These campaigns are ideal for paid social media when the objective is to show your ad to many people in as short space. For example, you can use emails to convert prospective customers. They can run along with a broader marketing strategy. The average running time for these campaigns is approximately 6 weeks to yield effective results. However, you have limited time to get tasks done with this type of campaign.
Medium-length campaigns. These campaigns last anywhere between 6 weeks to 3 months. They are a great way to ensure that the marketing strategy flows with the business operations. This allows you to measure the marketing and business metrics to get a better evaluation of the performance in both areas. There is enough time to do the different tasks that are involved with creating this campaign.
Longer campaigns. These are campaigns that run for about 6 to 9 months. They require a generous amount of data to succeed. These ad campaigns are a great way to assess the success of your ad campaign in the long term.
Return on ad spend is a metric that is used to measure the amount of revenue that is generated by your business for each dollar it spends on digital advertising. As a result, it can measure the effectiveness of your advertising strategy. It is important to utilize a marketing platform that allows you the flexibility of measuring your success at every phase of the advertising process. It is easy to calculate your return on ad spend, you just need to divide your conversion value by your advertising costs.
To measure the success of your conversion rate, you need to set up dynamic conversion values. It is essential to know how to optimize your business online to increase conversion rates. You can track conversions and sales to ensure that you understand how your ad campaign is performing at every level.
Combining Facebook Ads with your email list is valuable for controlling the communication between your customers without third parties involved. The email list is an essential asset that your business can depend on to increase its sales. To combine the two you can do the following.
✔ Create lead magnets or offers in exchange for the contact details of your prospective customers.
✔ Prep your website with a full opt-in page that requests their contact details. Ensure that the landing page is mobile-friendly to target consumers that are on the move.
✔ Facebook pixel offers a business a success page that notifies customers when they have successfully completed their subscription.
✔ Set up an automated email nurture sequence to continue with the relationship of communication with your customers.
✔ Create a new ad campaign with conversions as the main objective and create a custom audience option to get the email addresses of people who have engaged with your campaign.
✔ Use the different tracking techniques to find out how your campaign is doing.
To grow your email list with Facebook, you need to offer your connections something valuable in exchange for their information. It is essential to track their interests to persuade the exchange for their email details.
The Facebook pixel is code that collects data to help you with tracking conversions from Facebook Ads. It can also help you to optimize ads, create target audiences for future ad campaigns and help you with Facebook remarketing. Anyone can install the pixel to collect data to use whenever they are ready to create a Facebook Ad. The pixel can be used to collect data that has been predefined or that is set up as a custom event. These custom events can be summarized as follows.
✔ Leads
✔ Purchase
✔ Complete registration
✔ Add to cart or wishlist
✔ Search
✔ Customize product
✔ And so much more
Parameters help you to add detailed information to customize your events. Creating a Facebook pixel is a simple process. You just need to click on Facebook Events Manager and choose pixels from the dropdown menu in the top left corner. Thereafter, you can click the green icon that prompts you to create your pixel. You can name it, enter your website URL and then click on create. You can then add the pixel code to your website to track the events of your business.
Facebook Post
They are easy to use for your marketing purposes. This is just a traditional Facebook post that has been paid for to reach a wider audience. This is a valuable way to conduct free audience research. It ensures that more users and prospective customers are able to see your posts. It is easier to boost your posts when you have engagement data. If you have content that appeals to a specific demographic in your News Feed, paying to boost your Facebook posts can help you target your audience the same way that you would use an advert to target them.
Facebook Ads
Facebook Ads can be easily mistaken for Facebook boosted posts. The difference is what is being offered by both. Facebook Ads provides a business with analytics tools, ways to teach the performance of advertising strategies and ways to define the goals of the campaign. It also provides users with an array of formatting options in comparison to Facebook posts. There is also the option to customize the campaign objectives, this provides businesses with the opportunity to define their goals realistically. Using Facebook Ads gives your business a more dynamic perspective that may appeal to more consumers than a boosted post would. They can also include a call-to-action and specific action buttons.
Choosing between what is the most suitable option for your marketing strategy depends on the objectives that the business has set for itself. Each platform tends to influence different outcomes that can affect the impact, campaign goals, lead generation and sales leads as well as conversion rates. Generally, the decision is based on what the short-term goals vs the long-term goals are for each business.
The amount of YouTube advertising costs is not fixed. The prices vary according to a business’s preference for reach and visibility. Other factors that play a role in the price estimates include the length of the video, the words in the video script as well as the camera angles. The video ad format that you choose will also determine your final costs. There are 4 different types of ads that you can run on YouTube.
YouTube Trueview ads are also called in-stream ads. They cost anywhere between $0.10 and $0.30 per view. These are dependent on the marketing goals and the target audience.
YouTube Discovery ads. Also called YouTube Display ads cost you approximately $0.30 per click.
YouTube Bumper ads. These ads are charged according to the number of impressions that your ad makes. Meaning that you will only pay each time the ad gains 1000 impressions. The estimated cost is between $1.00 and $4.00 per 1000 views.
Masthead ads. These are the most expensive adverts because they have the highest reach within the shortest amount of time. If you have to factor in the filming of the video and the costs of the ad, you should set a minimum budget of at least $5000 for this type of ad. Most businesses start with a minimum of $10 a day to run these adverts and then raise the costs when they see fit.
So, if a business wants to reach 100000 views, they should set a budget of approximately $2000 calculated at an average cost of $0.10 to $0.30 per view.
You will need to set up an ad campaign.
✔ Step 1. Create a compelling video that will stand out and not bore your target audience. Make sure that you have the right camera equipment to capture all the right angles. The lighting and sound needs to ooze opulence so that you capture viewers with your first video.
✔ Step 2. Set up a YouTube account by following the easy steps on the platform. The signup process is seamless and it is free. You can also choose to set up a channel that has all the information about your business. Use keywords and links that can easily direct viewers to your website and blog and any other social media. Once you have set up an account, you can upload your edited video after you have tweaked it to ensure that it is a high-quality video.
✔ Step 3. Set up your video ads. There are different video ad formats on YouTube and you can select your preferred one according to your ad campaign goals. You can use an ad management tool to manage your ad campaign and monitor your performance.
Ad campaigns are effective to help you reach your marketing goals, the right audience and to measure your success rate.
✔ Step 4. Create your ad campaign. There are many tutorial videos that can help with how to create an ad campaign. If you have the budget to gather a team that will run your ad campaign, you need to ensure that they understand your marketing goals well. You can set up your ad campaign on Google Adwords to boost your YouTube views. When you create an ad campaign, you need to ensure that it captures the attention of your viewers and that it can drive the demand scale. If you want to target your competitors’ viewers, you can use pre-roll ads that can play before their content.
✔ Step 5. Identify the target audience. You need to be able to incorporate different tools with your detailed marketing strategy. Advanced target audience marketing can help you to reach your intended target audience by filtering your viewers demographics, interests and other significant elements. Identifying your target audience helps you to create a strategy to filter out your competitors. Moreover, you will be able to customize keywords that will reach your target audience and improve your return on investment.
✔ Step 6. Research your competition. Go to YouTube and do research and compile reports of what your competitors are doing. Use the placement tool to see where you can add them to the campaign and run your videos.
YouTube’s statistics show that there are approximately 40% of people who watch YouTube videos on their Facebook pages on a daily basis. Moreover, these viewers watch more than 500 years worth of video content. Advertising your YouTube channel on Facebook is easy. You can either provide a secure link that leads to your YouTube channel. Or you can embed your YouTube videos to your Facebook page so that they can be watched on Facebook.
However, you can also use the paid Facebook advertising option to attract new viewers to your channel and ultimately increase traffic to your YouTube channel. This allows you to open up a business Facebook page that you can customize according to your YouTube channel. It is a great way to communicate with your target audience on Facebook. You can also analyze graphics, video views, and other multimedia content tools without requiring a certain skillset. It is important to know that everything that you advertise on Facebook for your YouTube channel becomes searchable. Make sure that the content on both platforms is regularly moderated.
It is estimated that there are more than 2 billion people who use YouTube on a monthly basis. It is important to amplify your business presence by getting more views. As a business channel, it is crucial to understand and implement the fundamentals of creating a YouTube channel before you attempt to increase your viewership. You have to outline certain considerations such as the brand’s visual identity and the target audience. The following tips can improve the number of views on your YouTube video.
✔ Use search engine optimization
✔ Set up a Google Ads account
✔ Familiarize yourself with the YouTube algorithm
✔ Use metadata recommendations
✔ Include custom thumbnails
✔ Organize and create video playlists
✔ Bypass the algorithm with cards and end screens
✔ Create unique videos aimed at increasing conversion rates
✔ Focus on audience engagement
✔ Partner up with other YouTubers
✔ Promote your YouTube video across all social media platforms
The best way to increase your subscriber count is to create amazing content, and then remind viewers to subscribe at the beginning, middle and end of your video. But everyone has likely already told you that. You will want to avoid easy hacks such as bot subscribers, which can get your account banned. The easiest way to convert viewers into subscribers is to ask your viewers to subscribe. Ensure that you give viewers something to anticipate from your videos like mentioning the next topic that you will be discussing and interacting with your audience through engaging their content as well. You can also manage your videos with social media management platforms like Hootsuite. Embedding your videos on your website and blog helps to enhance your search rankings with Google’s algorithm.
The short answer is yes. Customer testimonial videos are review videos by customers who have used your product or service or had any valuable interaction with your business. Testimonial videos can be implemented in several ways to enhance your marketing strategy. According to research, an estimated 85% of consumers read or watch reviews before making a purchase. Video testimonials are an effective way to persuade viewers to watch your content and to increase the number of subscribers to your YouTube channel. When you have video testimonials you increase your brand’s credibility and trustworthiness. You also have a different perspective to explain your business. This may be beneficial for making your videos appear more natural and your products user-friendly.
Research shows that videos have a retention rate of 95% and when used on a landing page, they can increase conversion rates by 86%. If you want to use a video testimonial on your YouTube channel, it is advisable to run an ad campaign to ensure that it reaches the intended target audience.
Skippable in-stream ads (Trueview ads)
These are the popular skippable ads that most video marketers enjoy using. They have an accompanying banner and allow you to control the billing timing options and placement of the adverts to appear before and after the video. These ads allow viewers to skip to the video content after 5 seconds. The default CPV (click per view) or CPM option means that you will pay after a viewer has watched more than 30 seconds of your ad. When you opt for this ad format, it is important to create a video that grabs the viewers’ attention from the get-go.
Non-skippable in-stream ads (including Bumper ads)
Research shows that approximately more than 70% of viewers skip YouTube ads. As a result, video marketers choose to run pre-roll or mid-roll ads that do not offer the option to skip ads. However, advertisers pay CPM or per impressions of per 1000 views. The regional standards regulate the length of the ads, but they can be between 15-20 seconds.
Bumper ads are shorter versions of non-skippable in-stream video ads that run for only 7 seconds. Marketers pay for impressions, and they appear pre-, mid-, or post- video roll. Their main purpose is to reach new viewers and ad campaigns.
Discovery ads (formerly known as Trueview ads)
These typically show up alongside organic search results, unlike in-stream ads that are created for commercial purposes. As a result, viewers should choose to view them just like Trueview ads.
Non-video ads
If you want to advertise without a budget for video marketing, YouTube offers non-video ads. These types of ads include a text or image and appear on the right-hand sidebar alongside a Call-to-Action with a link to your website or blog. You also have an option of in-video overlay ads that appear on top of video content of monetized YouTube channels.
How do I create the perfect Youtube thumbnail?
Thumbnails affect your rankings on YouTube. They affect your video’s click-through rate which is a significant component that affects your ranking on the YouTube algorithm. Knowing how to create the perfect thumbnail for your video is crucial to persuade viewers to subscribe to your channel. There is an array of online tools that are designed to help you create custom thumbnails for free. You can consider using any of these tips to create your thumbnails.
Use a free online YouTube thumbnail maker that is hassle-free such as FotoJet.
Upload any picture from your device or choose one from the list of templates provided by the thumbnail maker that you have selected.
Add text, a background or clip art to make your thumbnail stand out.
Download the finished product after you have finished editing it to your satisfaction.
When you save it, the resolution will match the recommended one by YouTube, so you don’t need to do any modifications.
When you target the video campaigns that you run on YouTube, you will be able to target people at the right time. When you use audience targeting methods, you are able to define the audience that you want to reach. Advanced targeting allows you to filter your audience according to demographics and interests. As a search engine, YouTube allows us to boost your ad campaigns performance by reaching the specific target audience that browsers websites, uses specific apps or watch videos to personalize the experience of both users and video marketers. As a result, the data that is collected by analytics tools is used to generate audiences so that video content can be used to enhance how you bid and target ad campaigns for your audience.
The most important thing to do is to set a budget that will work for your business. Thereafter, you need to choose who will be running your ad campaign because it takes a lot of time and effort to drive the best results. Creating ads in-house with your marketing team can help you to budget better. While others may opt to hire a professional video marketing company to run their ad campaign, it is important to ensure that you have the budget to outsource these services.
Setting your target audience for advanced targeting will effectively establish the purpose of your campaign. This will also help you to create quality videos that stick to the content accordingly. Moreover, the length of the videos matter because the longer they are, the more the costs are. Keeping it short and simple can be cost-efficient for a campaign that has to stick with a strict budget.
Other things that you need to consider are providing your target audience with relevant information. Using relevant landing pages can help to direct leads to your page while helping your audience learn more about your products and services. Additionally, you will have to ensure that you have access to metrics that analyze your campaigns effectiveness and its performance. It will also help you to produce better results.
Video remarketing is when you show personalized ads to viewers across youth as well as partner sites. This is based on past interactions that viewers have had on your YouTube videos. It is a marketing strategy that allows you to reinforce your message with people who have already engaged with your content. This will help you to significantly boost your return on investment.
There are several benefits of YouTube remarketing.
✔ Broader network to reach potential audiences.
✔ There is efficient pricing through click-per-view payment options.
✔ It offers you the flexibility to tailor your content.
YouTube is a popular and widely used video streaming platform that is also used as a search engine. It is the most desirable marketing platform for businesses that want to boost visibility and their revenue. Skippable in-stream ads are the most popular ads that are used on the platform. While the allowed length can be anywhere between 12 seconds to 3 minutes, the most popular ones are 30 seconds long. However, a business will only be billed if someone watches 30 seconds of it.
As previously mentioned, these ads cost between $0.10 to $0.30 per view. So, if your views reach 100 000, you may expect to pay anywhere between $10 000 to $30 000.
You should use this YouTube ad format when you have video content that you wish to pre-, mid-, post-video content of other video marketers on YouTube as well as across other websites and apps that run on Google video partners. This format gives viewers the option to skip the ad after 5 seconds.
The click per view bidding option allows you to pay only when a viewer watches 30 seconds or less of your video or if they interact with your video content. As a result, you pay based on impressions. You can select these campaign goals to use this ad format.
✔ Website traffic
✔ Leads
✔ Sales
✔ Brand visibility, awareness and reach
✔ Brand and product consideration
If you are using Google Ads to create a campaign without any goals to guide you, you can use this ad format.
Pre-roll ads automatically play before a featured video. They range between 15 and 20 seconds long and in some platforms they can be skipped. These ads are practical if you want to increase engagement and conversion rates. Playing directly before featured video content means that you have a target audience that is engaged and there is a high probability that they will watch your ad for slightly longer without skipping.
Research conducted by IPG Media Lab and YuMe shows that pre-roll video ads are effective for several metrics such as brand awareness, engagement, favorability and the intent to purchase. Moreover, they are considered to be more engaging, effective and informational when compared to outstream or mid-roll ads.
On YouTube, they are similar to overlay ads, and they are displayed directly on the video player window. However, they fit the entire window instead of just the banner at the bottom, and they cannot be skipped like on other platforms.
Bumper ads are very short ad videos that last for only 6 seconds. They are ideal for increasing brand awareness because they allow you to create brief yet compelling and memorable messages. Because they are so short viewers cannot skip them, but when they view these ads it will not increment the YouTube count of the video on the metrics. But they use target cost per thousand views bidding every time it is shown 1000 times. They work best when they run alongside Trueview ads and the short format makes them effective for running ads when people are on the go or watching content on their mobile devices.
These are image ads that appear at the bottom of the video player on the watch pages on YouTube. It will appear the moment a viewer initiates video play. However, they are available for reservation sponsor campaigns. Including a compelling call to action on an overlay is very important. If you do not have a budget for video marketing, this is a cost-effective ad format to improve your marketing strategy.