Google and Facebook make a huge portion of their income through people using their paid ad features. You can set up an ad to drive more traffic to your website, increase sales and brand awareness and other types of goal, all while keeping within a specified budget that you can set. Of course the more you spend, the more people that will see it. That’s the super short reality of paid ads.

We have a tutorial which you can view here.

Is advertising online essential? Is it really worth it?

Short answer – Absolutely. Longer answer – Absolutely, but only if you have the budget for it and know what you are doing. How many ways can you think of to advertise your business? Which are more effective and modern?

Forms of advertising

Consider how many people use social media everyday, and how many people use Facebook alone. You may have a couple 100 friends of Facebook which you can advertise too, but what if you can reach their friends, and their friends friends and so on. You can reach people browsing Facebook in a different city or a different country entirely. With Facebook having the highest amount of monthly active users (MAU’s) compared to the other social media platforms, there is an obvious reason to want to reach this massive audience with your advertisements.

With Google, you have the potential to reach anyone, from anywhere (you can set the location), who might search for what you are selling, even if its only similar to what you’re offering through two networks – The Search & The Display Network. Google allows you to reach an unequalled potential audience, but as with everything like this, things need to be to set up correctly to ensure you aren’t wasting any money and you reach the audience that you want. Google Ads is immensely competitive and runs a Pay Per Click (PPC) system, where you only use your defined budget when someone actually clicks on your link.

There are over 1.66 billion daily Facebook users and Google ads reach billions of people around the world every day through various mediums.

But which of these is more suitable for your advertising needs? You may not have a website, in which case you can advertise a Facebook page, a post you’ve made or an event etc.. But if you do have a website, you may be leaning more towards Google ads. But the truth is, you could either and the similarities are quite few, with the main difference being the types of audience you will attract and how that ad is found by your potential customers. You can use both with or without a website, however Google will require an end destination for the ad you’ve made.

Let’s break the two down and see how they can work for you with some examples.

Facebook Ads

Facebook Ads

Facebook ads hosts a range of features which can target your ad right down to the bones of a specific audience. Fine tune what you’re trying to target with ease by narrowing down the location of the potential audience, show ads to an audience behaving in a certain way such as what pages they like  and much more. You can really reach your exact audience.

Most people are on Facebook, and most people access Facebook via a mobile device and ads can be made mobile friendly very easily. The process of setting an ad up for desktop or mobile is super quick, and you can get results straight off the bat.

They are extremely cost effective, one of the cheapest ways to advertise in relation to the amount of people you can reach with an ad. You can reach 1000 people for as little as a fiver! That could mean nearly everyone in your area can see the ad, without having to get out there and advertise through another means. Remember, ads can always be liked, commented on and shared, which can further increase the amount of people that see your product/service. This type of word-of-mouth is extremely valuable even in an online setting, sharing really does help your posts reach the wider audiences.

You can advertise a variety of things such as a post you’ve made through the ‘boost post’ option, advertise a page such as your business page to increase page likes or raise brand awareness, and you can provide a link to your website and advertise the site this way therefore bringing more traffic and potentially converting those visitors into customers.

One of the great benefits of Facebook ads is the insights and statistics you can gain from the start. Setting up an ad will be fairly straight forward in terms of what goes where, and it does a great job of giving you live statistics and estimates such as how many people will see your ad and after it’s set up, you can see who has seen your ad, where, when, and other attributes so you can fine tune it more to ensure you are reaching your preferred target audience. Seeing conversions and clicks on your website will require you to set up the Facebook Pixel on your site.

Clicking the ad doesn’t have to end there, your ads can be re-marketed quite easily after the visited your site, but they haven’t contacted you, you can specifically target these people with another ad or a variant of the one they clicked in first place to have them come back again and consider your services or products.

You can also build a mailing list from the people who use your ad by linking them to a form that they can submit their details for future updates, for example.

There are many other benefits of using the ads out there, but the final one for this blog is that Facebook can give you an edge on the competition you have. They might have a bigger social following than you, but if they aren’t deploying any ads, they aren’t reaching their full potential and possibly not increasing the number of new customers as much as they could be. Making a well thought out ad with effective content can push you ahead of them and potentially snipe their future customers!

Let’s have a look at a post we recently made to Facebook, notice the ‘Boost Post’ option. This is where you can start the Facebook ad process on a specific post. Not all posts can be boosted:

Want to learn more of this process? We will walk you through the process of making the above post a successful Facebook ad campaign. Take a look on our Facebook Ad Tutorial here.

Google Ads

And now for the monster in the room, Google Ads. How do they work exactly, how are they different to Facebook Ads and what can they do for you?

Firstly, as mentioned before, they run on a Pay Per Click (PPC) system, so you can define a daily budget or Cost Per Click (CPC) and you will only spend that amount when someone physically clicks on your ad link, and you will never go over your budget.

Secondly, there is a little more to know about these to make them work for you, such as certain policies and things you need to keep up with to ensure your ads are being seen by those using search engines.

Above all the main thing you should keep on top of is the structure of your Google Ads account as having a poorly structured one will end up leaving you with low Quality Scores which is basically the rating Google gives you for the quality and relevance of your keywords and Pay Per Click (PPC) ads. Quality Scores depend on your CTR, keyword relevance to the ad group it’s in, the end destination or landing page quality and relevance, the quality and relevance of the ad text itself and account performance over time. This will be covered in a later blog along with benefits of keeping these scores high, and there are numerous other things you should focus on which keep these scores up.

These things you also need to keep in mind to ensure success with the ads can be narrowed down to the following points which will be very briefly described here:

  • Keyword research & number of keywords
  • Search Network and the Display Network
  • Trends
  • Budgeting
  • Ad sets/Groups and multiple ads

Keywords and the research into getting those keywords are infinitely valuable. They are the things that will get your potential customers to your ad straight from the go. Poor or irrelevant words won’t lead them to there, no matter what they type!

DO YOUR RESEARCH! There are numerous places you can obtain keywords and you should make certain to get at least 10 strong keywords in your list, and around 30 overall. Neil Patel has a great site https://neilpatel.com/ubersuggest/ which allows you to analyse your competitors websites keywords and other statistics, where the keywords can be ranked in terms of number of searches and you can copy them into your own list. There are a lot of other tools out there to do some research including the Keyword Planner in Google Ads itself!

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There are a few great reasons to optimize your ads for the two networks, Search and Display, however for your first few ads, I’d recommend not to click Display Network.

With the Search Network, you are targeting an active user who is looking specifically for your products and services. Whereas the Display Network is more for passive searchers where they might see your ad appear alongside other sites they look at such as when reading a news website, the ad can appear on the side of the article, but they might not be remotely interested in your product of service so this might seem a bit of a waste!

Optimizing for the Search Network is your best option, you may wish to do some research into how the Display Network can work for you, but let’s forget all about that for now, just keep in mind that if you’re new to ads and especially if you’re working with a limited budget, stick to the Search Network. The Search network will allow your ads to be targeted right down to the bones of an audience, basing them off interests, people’s intents and locations that can be narrowed down to a village!

Bear in mind this barely covers the tip of the Network differences and uses, just keep the few things above in mind.

Keep on top of trends! You probably already know about the huge increase in voice searches nowadays, this is something you need to consider to make the most out of your ad. This means instead of only focusing on keywords, you should focus more on answering the questions people ask their voice searches. As for the keywords, focus on making these more longer-tailed to allow for searchers use of natural phrasing. This is just one of the many trends you should pay attention to!

Budgeting is probably at the forefront of your mind when considering paying for ads. You will only spend what you set as your maximum daily budget or maximum CPC, and of course the more you spend the more audience you can reach. But you also should consider the cost per keyword, highly competitive keywords will have your clicks costing you a lot more than less frequent searches, but of course you want to be up there near the top so finding the right balance and the right keywords is very important. Realistically, the best advertisers do not set a budget, but a newcomer isn’t going to believe that or might not want the risk while testing out budgets, so the best idea is just that…TEST! I’ll cover costs and budgeting in its own article but some quick tips here for budgeting considerations are as follows:

– target longer-tailed keywords

– Add negative keywords

– schedule ads to only show in certain times, where conversions might be more likely.

– Location targeting – if you can’t provide a service or product to a certain area, don’t advertise to those in that area!

– Please don’t think paying larger amounts of money to move your ad from #3 to #1 is the best idea you could have. Those at the top aren’t automatically the best, you might even find out their website or product is inferior to yours, and potential customers might see that when they click on #1 then opt to click on #2, #3 and so on.

The final point I’ll make in this short account of Google ads is the ad sets and groups, and number of ads for each of those sets. You realistically want to have a set of 10 quality keywords and phrases in each set along with some others, and for each of those sets you want to have 2 or 3 different ads. They’ll have the same keywords as each other but the headline and description can differ. One might attract the users more than the other and if it’s a set of keywords for a specific service, but that service might go by a different title, for example, then it’s a good way to cover both!

And that’s it for now, hopefully this has given you some insight in how the different paid ad platforms work and how they might be of some use to you. Be sure to check out future blogs for more in detail information covering everything you have seen here and check out our tutorials for walkthrough on how to set up these!