SOCIAL MEDIA ADS 101: HOW TO START ADVERTISING ON GOOGLE AND FACEBOOK

GOOGLE ADS: SHOULD I ADVERTISE WITH GOOGLE

  1. Ads are scalable. You can reach as many people as your budget lets you.
  2. The results are measurable.
  3. The actual ads are flexible. You can add extensions, specific keywords, target to your audience.
  4. It’s faster than SEO.
  5. It’s taking over the SERPs. Ads are the first results on almost every Google search.
  6. Formats can be more engaging and dynamic than organic results.
  7. Traffic might convert better than organic traffic. With Google Ads, you get targeted traffic.
  8. It complements your other marketing channels.
  9. Increases leads and customers.

HOW GOOGLE ADS WORK

WHAT ARE KEYWORDS FOR ON GOOGLE ADS

CREATE YOUR GOOGLE ADS CAMPAIGN

CAMPAIGN TYPE

CAMPAIGN GOAL

CAMPAIGN NETWORK

  1. Search Network: ads can appear near Google search results and other Google sites when people search for terms that are relevant to your keywords.
  2. Display Network: expands your reach by showing ads to relevant customers as they browse sites, videos, and apps across the internet.

CAMPAIGN LOCATION

  • All countries and territories
  • United States and Canada
  • Unites States

CAMPAIGN LANGUAGES

CAMPAIGN AUDIENCES

CAMPAIGN BUDGET AND BIDDING

  • Clicks
  • Conversions

CAMPAIGN AD EXTENSIONS

  • Sitelink extensions: add additional links to your ad.
  • Callout extensions: add more business information to your ad.
  • Call extensions: add a phone number to your ad.
  • Location extensions: you can add information about the physical location of your business.

CAMPAIGN KEYWORDS

CREATE YOUR ADS

  1. Final URL
  2. Headline 1 (30 characters)
  3. Headline 2 (30 characters)
  4. Headline 3 (30 characters)
  5. Display path (2 of 15 characters). The path will help you include more information on the displayed URL.
  6. Description 1 (90 characters)
  7. Description 2 (90 characters)

RECOMMENDATIONS TO IMPLEMENT FOR YOUR GOOGLE ADS

  1. Start small and adjust.
  2. Check daily, set a time to review.
  3. For the ads: check how many clicks and conversions they had, which one is performing well. Test twitching some words.
  4. For the keywords: check the conversion rate, the quality score, and clicks.
  5. Play with the cap bid: if the cost of ads lowers, lower a little your cap bid. If you start recording clicks/conversions, increase it.
  6. Since you’re starting, keep track of the results and changes you’re making to look back on results.
  7. Important: keep track of your budget! Since ads are running on a daily budget, the budget can go over if you stop checking.
  8. Be meticulous with the changes and start playing small. It’s money you’re playing with, so until you fully get a grasp, don’t spend more than a couple $ per day.

FACEBOOK ADS: SHOULD I ADVERTISE WITH FACEBOOK

  1. People spend much time on social media.
  2. Facebook has over 1 billion users.
  3. It also advertises on Instagram.
  4. Facebook’s organic reach is pretty much dead, which makes advertising the way to go.
  5. Highly scalable content promotion.
  6. Targeting is terrific, the best social media advertising platform when it comes to targeting.
  7. Managing ads is super easy with Business Manager.
  8. The least expensive ads.
  9. Great for brand recognition.

HOW FACEBOOK ADS WORK

CREATING YOUR FACEBOOK AD CAMPAIGN

BUSINESS MANAGER

CHOOSING YOUR MARKETING OBJECTIVE

CAMPAIGN OPTIMIZATION

  • Lowest cost: get the most results for your budget.
  • Cost cap: control your costs while getting the most volume of results for your budget.
  • Bid cap: control your bid in each auction.

CREATING YOUR ADSET: AUDIENCE

  • Locations (as specific as you would like)
  • Age range
  • Gender
  • Languages
  • Detailed targeting (demographics, interests, and behaviors)

PLACEMENTS

OPTIMIZATION & SPENDING CONTROLS

  • Landing page views
  • Link clicks
  • Daily unique reach
  • Impressions

CREATING YOUR FACEBOOK AD:

  • Media
  • Primary text
  • Headline
  • Description
  • Website URL
  • Call to Action

RECOMMENDATIONS TO IMPLEMENT FOR YOUR FACEBOOK ADS

  1. Start small. Although Facebook ads are not as expensive as Google Ads, you’re still playing with money.
  2. Check daily:
  3. Check your audiences: which ads and audiences are performing best.
  4. Check your ads: explore with different images and captions.
  5. Check the cost per result to help you choose which ads to modify.
  6. Since you’re starting, create a couple of ad sets with different segmentations, and different creatives for each to see which one performs best.
  7. Keep track of the results and changes you’re making.

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I work to make the web a more beautiful, accessible, and functional place. I use dreams as a form of planning. And I play because it’s fun.

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Anna Colibri

Anna Colibri

I work to make the web a more beautiful, accessible, and functional place. I use dreams as a form of planning. And I play because it’s fun.

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