When it comes to digital marketing for your brand, where do you even begin? Are Facebook Ads the way to go? Or should you be running a Google AdWords campaign? Below are key points that include, how both digital marketing tools work, and who they’re for.
Even if you’re not a business owner, you’ve heard about or seen the sponsored posts that pop up in your Facebook feed. In a nut shell, Facebook Ads are paid posts that appear on the newsfeeds of other Facebook users, to promote your business.
How do they work:
From brand awareness, promoting an event, giveaway, or new product launch, or to push a sale happening in your ecommerce shop, Facebook Ads allows you to create multiple Ad Sets with targeted audiences, all within one campaign. Single image, video, or scrolling carousel, short and sweet captions, or long thought out ones too, you can choose the best way to catch another Facebook users eye with these options. Facebook Ads Manager saves audiences(for future ads) with the most detailed demographics. Have a product you’re releasing and need to market it differently to age groups, location, and interests? You can create more than one ad with more than one detailed audience in the same campaign.
Who are Facebook Ads for?
You’re a new Facebook page, and you need some visibility, and web traffic. You’ve established a cult community and following using Facebook already, and want to reach a larger similar audience. FB page likes are tracked, events your business post about, require some sort of engagement. If you have substantial user engagement on your FB posts and page, use this information when creating your Facebook Ad. Target those who use Facebook as their preferred search engine-for everything.
Choosing a budget:
Choose the type of Ad you want to run. Remember, anything except click traffic, you will pay for based on what your budget is set at. Pick between a daily, or overall budget. Start big or small, and switch it up. Choose when you want your Ad to start, and when you want it to finish. Don’t be afraid to check the daily performance; you can always change the caption, image, audience, and budget, of an Ad without pausing or interrupting the campaign.
FB pixel. Within the FB Ads Manager, you’re given the option to have a pixel code created for you to add on the backend of your website. This pixel is designed specifically to track the performance of the FB Ad Campaign.
Have you ever been on a website and an Ad pops up that catches your attention? Or you go to search for a certain business near you, and the top search results have the word Ad next to them? That’s a Google AdWords campaign hard at work.
How do they work:
Google AdWords work with a CPC (cost per click) method to increase traffic to a destined website. (Meaning: you only pay when someone clicks your ad.) Within the campaign they offer text ads; a title with your business name, contact information and a call to action. The text ads appear during a specific key word phrase search, based on the key word phrases chosen in the campaign. It is encouraged to choose keywords and phrases that are found on your site already; the clicks you receive from the campaign will not only boost your SEO, but will continue to do so after the campaign has ended.
Also offered: Display Ads; an actual image with text. Display Ads are displayed onto websites that either you choose, or Google chooses based on where it will perform the best.
Who are Google AdWords for?
You have a broad audience, and business is in competition with others just like it. You believe those interested in your business are using Google as their preferred search engine.
Choosing a budget:
Set a CPC budget. The higher your budget, the more often your Ad will appear in search results, the more clicks you’ll get. Think this through however when choosing your keywords. Try to pull a unique keyword phrase vs. a generalized one so that your business stands out and those who see your Ad are more inclined to actually click through to your website. Just like a FB Ad Campaign, choose a start and stop date, max budget, and check the daily performance.
Google Analytics. Choose the option to track the performance of any and all Google AdWords campaigns with a clear view on your Google Analytics Dashboard.