The Difference Between Adwords Search and Display

What is Adwords search and Adwords display? People often confuse one for the other which is rather unfortunate because it can adversely impact the profitability of one’s web marketing campaign. In this piece, we’ll show you the difference between the two and when you should use them and when you should not. Let’s get right to it!

Now you might have noticed in popular websites like the Sydney Morning Herald; banner ads from the Google network on the right, top or left side of the web page. This is what display ads look like and it revolves around running advertisements on other people’s websites. These websites can put a piece of code on their website that’ll let Google run relevant ads on it and you can target such websites in various way.

Search ads from the Google network, on the other hand, are found on the search engine itself. You can do a search for say “best restaurants in Sydney” and you’ll find top search results marked as “ads” and that’s what advertisements from the search network actually looks like.

Why is it important to learn the difference between the two?

Adwords search and display ads are both important and each one has its own place in the web marketing mix. How exactly is this so?

Now let’s think of the buying cycle as reverse pyramid and at the top of the pyramid is “awareness”; people that know about the products or services that you offer. Next is “desire”; people that want or need these products or services. After that comes “consideration”; the research phase and what other people think about your offerings. At the bottom of that pyramid is “decision”; people that have opted to buy your product or service after considering it’s cost and value. Picture that the decision phase is a lot smaller than the awareness phase which means that only a few of the people that you’re marketing to actually reach the point where they make a buying decision. You’ve got to wonder though - what does this have to do with Adwords search and display ads?

Well display advertising is really good when it comes to the above-mentioned buying cycle. You can use display ads to effectively create awareness for your products or services and potentially create desire among your target audience. It’s only then a matter of moving people along the buying cycle to the point where you actually make money.

What about Adwords search ads?

In the case of new businesses, we generally recommend starting at the point of the reverse-pyramid where people are most likely to give you money. This is where Adwords search ads can be employed most effectively. How exactly is this so?

Going back to our earlier example; when you do a Google search for “best restaurants in Sydney”, notice that the search ads are displayed prominently with the search results which is exactly where you want it to be. That way, people can simply click on the search ad and go about purchasing your products or services since they’ve done the search already. As opposed to display ads where you often end up interrupting people throughout their day, you’ve already established that there is an interest in whatever you’re offering and people are more likely to purchase as this places them right at the bottom of the buying cycle.

Inside Adwords, you target people differently for each ad network so it’s important not to confuse one for the other. In the case of search ads, you have to target people based on their search intentions. Are they looking to buy that new hair product? Are they looking to go to a restaurant? What are the kind of terms that they’re typing into Google? If you’d like to know more about this, we encourage you to check out this video where we talk about how to find the best keywords for Adwords and SEO.

The display ads network on the other hand work differently in terms of targeting and work best for businesses looking to create awareness for a new product or service. For the sake of an example let’s say you’re in the business of selling one of those new hover boards that have become quite the trend today. A couple of years ago nobody knew about this product and hardly anyone was searching for it in Google so there’s no buying intention to speak of. That’s where Adwords display advertising comes in.

Now with display ads, you can target by placement particularly if you know of any websites that are related to your product or service. In the case of our example, it could be websites that deal with skateboards and fun gadgets or whatever. You can use display ads to advertise on the Sydney Morning Herald or other people’s blogs; you can specifically target those websites. You can also set up your display ads based on topic; specify certain interests for your target audience and categorise them accordingly. Last but not least, you can also target an audience for your display ads based on demographics - age, gender, ethnicity, location, etc. We strongly recommend that you set up your demographics in a way that it reflects the kind of people that are most likely to purchase your products or services. After all, it’s unlikely that people aged 55 and above will be interested in hover boards. Adwords will then give you an estimated reach for your display ads depending on how general or specific it is. To effectively create awareness for new products or services, display ads need to be set up in such a way that you overlay as much of your targeting options as possible to get your ads seen by people who are most likely to go through the buying cycle.

Would you like to learn more? Perhaps you are in need of professional help setting up and managing your Adwords campaign? Get in touch with us on and we’ll be more than happy to take a look at your Adwords and discuss what we can do to help improve it.

How to Use LinkedIn Ads Manager

Now most Business-to-Business (B2B) marketers know that there is a huge opportunity on LinkedIn right now and a lot of people are not taking advantage of it. In this piece, we’ll show you how to set the stage and do your targeting for LinkedIn ads to begin bringing in some leads.

Advertising on LinkedIn

Now there are two types of advertising with LinkedIn - sponsored ads and text ads which appear in different places throughout the website. To start advertising simply look for the “Business Services” tab and click on “Advertise”. Sign in and click on “Manage Ads” and you can then start using LinkedIn to advertise your business.

To begin, you’d want to click on “create campaign” located on the upper right side of the screen which brings you the 2 ads options mentioned previously. Sponsored updates resemble posts or a piece of content while text ads are just that; a few lines of text advertising your business. Choose one depending on the type of marketing that you’re doing. If you want to be recognised as an authority in your market then the sponsored updates will be more useful for you. On the other hand, if you’re trying to drive people from the text ads and onto your landing page to download a report, arrange a consultation or something of that nature then text ads might be better suited for you.

We recommend testing both, depending on the type of offer you have. Fortunately, LinkedIn gives you the option to “Test Ads” simply click on the option and specify a name and language for your campaign. This is where it gets interesting; LinkedIn offers some of the best targeting options for social network advertising. You can target an audience based on location, company name, industry and job title as well as some basic demographics like age and gender. So it’s entirely possible to target people engaged in a specific profession or working for reputable companies like say, Telstra and offer them a job!  Joking of course, but this gives you an idea how powerful these ads could be.

As you go through the different options you’ll notice the number of the estimated audience on the right begins to drop, which isn’t necessarily a bad thing. It’s only natural as you start to narrow down your audience to come up with a targeted list of people to market your business to with higher chances of conversions. Say you want to target CEOs, founders or managers of businesses based in Australia with 50 to 10,000 or more employees; it’s certainly possible with LinkedIn ads.

It’s a good idea to be as specific as possible when setting up your LinkedIn ads. Make good use of overlays which allows you to further dissect your target audience based on age. CEOs aged 35 to 55+ think differently than those who are at a much younger age and are bound to have a more stable business. Also split up your campaigns and target them  based on age or gender if only to ensure that you get your ads in front of people that are at least remotely interested in what your business has to offer. Note that how specific or general you are in setting up your target audience will mean the difference between failure and success.

7 Reasons Youtube Ads Beats TV Advertising

Are you wondering about what makes Youtube ads so much better than TV advertising? If you’re not already using Youtube to promote your business on the web then you can bet that you’re leaving a lot of money on the table. Many of the top web marketing professionals in the country recommend Youtube ads and for good reasons. In this article, we’ll tackle a few of the significant benefits of Youtube advertising as opposed to conventional TV ads.

Perfectly good reasons to choose Youtube ads over TV advertising

  1. Youtube has a much bigger reach

Youtube can deliver ads to as many as 14 million people a month; that’s bigger than all the ads delivered by television networks in Australia. This is hardly surprising since people don’t need to be sitting down in front of their television to see your ads. We know how high the usage is in smartphones these days and Youtube allows you to run advertisements on people’s phones while they are sitting at a bus stop, waiting for a train or wherever it might be.

  1. Smaller budget needed

You don’t need a huge lump sum to get started with Youtube advertising unlike  TV, where you’ll typically need $10,000 to $50,000 to get started. You can start using Youtube to promote your products or services for as low as $50 and start displaying your ads to the right audience.

  1. Easy to get people to take action

Youtube makes it easy to get people to take action on whatever it is that you need them to do in terms of responding to your ads. Whether it’s buying something, submitting a contact form, downloading a brochure or whatever it might be; it’s easier for people to do that since they can just go ahead and click on a button or a link and accept the action.

  1. You pay for actual views

Unlike that of TV advertising, you only pay Youtube when someone actually views your ads. Your TV ads might be playing but people may not necessarily be watching as they are free to do other things like go to the bathroom or have a snack. You can get up in the middle of a movie or a show and businesses get charged for the TV ads regardless. In the case of Youtube ads, you only pay when people finish seeing your ads or if it has been shown for at least 30 seconds or longer. This means that if your ad is 35 seconds long and someone watches it for less than 10 seconds before closing it out; you don’t get charged for that ad resulting in free views.

  1. You can target your audience

With Youtube ads, you’re not just showing your stuff to random people as you would with TV ads where you’re limited to general demographics about who is watching it. Youtube lets you see who exactly are watching your ads and the actions that they’re taking in response to it. This means that even without an e-commerce website, you can do stuff like track phone calls, email forms and contact requests.

  1. You can track and measure absolutely everything

Youtube ads are superior to TV ads in terms of tracking and can give you valuable data that’s just plain impossible to get with the latter. This includes data on who bought your product or service, where they’re from and valuable demographic data such as age, gender and ethnicity. More importantly, you can overlay the data to figure out the profile of customers that are giving your business the most money and target more of those people accordingly.

  1. You get social proof

Put up good ads on Youtube and it doesn’t even have to be a direct “call to action” advertisements and you’ll get social proof. You can put up educational or entertaining videos that are relevant to your ad and people will start sharing it or promoting your ad to their friends resulting to more views with no added cost or effort on your part.

If you’re good at crafting really good or “viral ads”; people talking about viral marketing and how their videos became viral on Facebook or Youtube. Needless to say, you can’t do this with TV; people can’t share your TV ads with other people and such is the power of Youtube advertising.

So there you have it - 7 specific reasons why Youtube ads beat TV advertising. Do you have any questions or do you need help setting up Youtube advertising? Get in touch with us here at; we’ll be more than happy to help!

Finding Your Best Content Using Google Analytics

How to find the best and worst content on Google Analytics

Now we’ve all heard all about how “Content is King” and that you’ve got to put as much content out there, so that people will love you for it and give you lots of money. Well that’s not 100 percent true. First you’ve got to have your content seen and second you need to understand what kind of people love and what they don’t like. After all, you don’t want to be spending all your time creating content that people don’t actually want. This is where Google Analytics comes into play!

In this piece, we’ll show you how to dissect your campaign for content that is profitable and those that aren’t worth spending more of your time creating. Let’s get right to it!

Analysing your content using Google Analytics

The first thing that you need to do is, of course, to log onto your Google Analytics then under “Behaviour” you’d want to click on ‘site content’ then “All Pages”. This will give you data on all the existing web pages on your website. What you’re looking for are pages that you should be spending more of your time and attention on.

At this point you need to have your goals set up in Google Analytics with values attributed to them. We’re not going to tackle how to do the latter in this piece but you can check out this video which should tell you more about it. Once done, you’ll start receiving data on your account and you can use it to figure out which of your pages are most valuable to you. Notice that each page has a corresponding “Page Value”. This means that users have viewed that page and have completed whatever call to action you’ve set in place. It’s a good indication of how effective that particular piece of content is. Even without an e-commerce website, Google Analytics gives you a simple way of measuring how valuable your content is.

Now most people tend to focus on “page views” and while these views might be high the page value of it may not be as good (per visitor). So there’s not much point focusing on that particular metric with all your tracking setup. Note that in some of your pages, the unique pageviews might be low but the page value is high. Let’s say that your “contact” page has around 200 unique views with a page value of $1.67; that doesn’t sound like a lot but it’s not representative of the standard metric of goals you’ve set on Google Analytics. We are not really looking for a massive value under page value but rather the contrast between the different pages. The contact page will naturally have a high page value so you’ll need to take that into consideration when looking for the best content to optimise.

Another page that you need to pay special attention to is the “About Us” or anything along that line. That page will also have a high page value and for good reasons; users check out that page to learn about the people behind the business, engage with them and hopefully move on to become clients or paying customers. It’s worth more of your time getting people to visit these kinds of pages from say a piece of blog content or other service pages. You may have other pages with high page values and Google Analytics gives you a quick and convenient way of determining where you should be devoting more of your time and effort getting more people to visit a particular web page generating more relevant traffic. You’ve got only so many hours in a day and you can’t spread your efforts  too thinly  trying to work on the different pages all at once. Therefore, it makes sense to focus more on pages that are bringing you the highest page value.

Now if a particular web page has a high page value but low unique page views then you can work on bringing more traffic to that web page and raising the page value even higher. If you’re seeing the opposite (high page views but low page value) then it means that you have to work on getting more people to convert. Of course there are other factors that you need to consider such as the bounce rate which often directly affects page value. A high bounce rate will hurt your page value as this means that not to many people are completing the call to action that you’ve set in place. The same thing can be said about “exit rate” which measures how many people leave your website altogether through that particular web page. Lowering both would enable you to raise page value and it also gives you an idea on which of your pages you should be linking from to improve engagement and get people to stay on your website for much longer.

We hope that you’ve found this article useful and at the very least, it’ll spare you from devoting much of your time and effort working on content that people simply don’t want to see.

Would you like to learn more? Perhaps you’re looking to get started with some professional help in content creation, strategy or designing content then do check out; we’ll be more than happy to help!

How to Get your Youtube Video on the First Page of Google

Wondering about how to get your video to show on the first page of Google and Youtube? It’s not as difficult as you might think and in this article we aim to give you a good idea on how you can do just that.

Now for your video to successfully rank on Google and Youtube, you need to get a couple of things right:

You need to have your keywords in the actual video

Google has voice recognition software that has been implemented on Youtube for quite some time now. This software picks up on the words that you’re actually using in your video and determine which keywords it should be ranking for.

Now the video posted above was made to rank for “How to Get your Youtube Video on the First Page of Google”. Notice that the exact words were mentioned at the start of the video and towards the end. This will help Google recognise what your video is all about.

Get traffic to your video

You can generate traffic for your video from blogs, Youtube, Facebook, LinkedIn or any other platform that allows you to share your videos with users. Once you’ve published your video, it’s important to get as much traffic as you can. Setting up Youtube ads is yet another solution to cheaply generate traffic on the platform and build up engagement for your video.

Put keywords in the title and description

When uploading your video, make sure that you put your keywords on the title and description. You can also include other words that are related to the search terms that you’d like to rank for. Again this will help Google determine what your video is all about.

Put related keywords in the tag

Don’t just put in keyword after keyword; make sure that you tag your video with related terms. In the case of the same video posted above, we’ve tagged it with related terms like “Google SEO”, “Youtube SEO” and “video SEO”. These are all related keywords to the words that we wanted to rank for.

Get people to engage with your video

Simply ask people to share your video if they like it or put in a comment. Perhaps they can send your video to their friends? Make sure to include a call to action encouraging people to interact with your video and it’ll help it rank much higher on Google and Youtube.

Embed your video on as many websites as possible

Both Google and Youtube will know whether or not your videos are being embedded on blogs and other websites. Such videos are perceived to be useful and good in quality; something that people will enjoy. Thus it’s a good idea to embed your videos on as many websites as you can. You can even ask other people to do it for you so long as it’s relevant to them. All these will help your video to rank on both Google and Youtube.

So there you have it - 5 steps on how to get your video to rank on the first page of Google and Youtube. If you need help ranking and getting traffic for your video on Youtube, go to and contact us. We’d be more than happy to help providing you with free consultation and see what we can do to get you more traffic.


Finding the right keywords for your Google Adwords campaign

How to Find the Best Keywords for Adwords and SEO

Are you wondering about what makes the ideal keywords for your web marketing campaign? If you’ve been in the web marketing business for quite some time then you’d know all too well that using the right keywords is important; significant enough to mean the difference between failure and success. Don’t fret though; in this article we aim to show you how to do just that. Let’s get right to it!

Now before we delve into choosing the right keywords for your Adwords and SEO, you need to understand the 4 levels in which people may actually search for your business online:

  1. People that are not aware at all; Google Adwords search doesn’t apply to this level
  2. People that have heard something; searches done with abstract terms - cars, shoes, flowers, etc. Broad topics that make it difficult to figure out what these people are searching for. We generally don’t want to target these people as you’d be paying more for advertising with minimal chances of conversion.
  3. Interested people - searches done with specific terms by people who are aware and interested in your product or service. You may not know exactly what they’re looking for; people doing a search for a “blue Subaru WRX 2015” might be looking for paint, accessories or a photo. These people might be looking for a whole range of things but there’s a good chance that many of these people might be interested if you have that particular car for sale.
  4. Want it now with credit cards out - people that are ready to buy a particular product or service. They tend to use more specific terms like “purchase a blue Subaru WRX 2015” or anything to that effect.

Using the Google Keyword Tool to find the best keywords for your web marketing campaign

The first thing that you need to do is to do a search for “Google Keyword Planner” and it should come up in the search results. To start using it, you’ll need to log in to your Google account and this should take you to the Keyword Planner “Where would you like to start?” screen. So how do you go about using this particular tool to get the keywords you need? Let’s get right to it!

Search for new keywords using a phrase, website or category

Click on this option; you should already know what your products or services are related to. Simply put a keyword; say you have a camping store so you might want to put in the keyword “camping supplies”.

Pay attention to the different options under “targeting which includes the area or location that you want to target whether its Australia-wide, UK, US or wherever. You can also get more specific by putting in the particular state that you wish to target. You can also select a language to target and it’s set to English by default. If you’re only starting out then you can leave the rest of ‘settings’ alone. It’s set up pretty well by default and you can just click on “Get Ideas” to get started.

Now when you’re ready to get into something a little more advanced then you can check out the options under “filters” that enable you to sort keywords according to search volume, suggested bid, impressions and the level of competition. Don’t worry too much about the last 3 options; the goal is to uncover qualified keywords first then let your users tell you which keywords you should be using. You don’t want to miss out on potentially profitable keywords just because you’re looking for the lowest cost per click available or low competition keywords.

Once you click on “Get Ideas”, you’ll be presented with so called ad group ideas. These contain keywords that you can just take and use for your campaign. If your niche is camping supplies then you’d most likely find keywords like camping gear, sleeping bag and backpacking gear. You can also see search volume and the number of people doing searches on Google for that particular keyword. All these offer a good estimate on which keywords are most suitable for your business.

Now, you might want to check out other resources available about targeting the right kind of keywords and go more in depth. For now though, you can focus on keywords that have high commercial intent as opposed to search volume. The keyword “camping store” in our example is one such keyword as it implies that the user is looking for a store that sells camping supplies online. You might also want to consider taking up keywords with the word “cheap” or “affordable” as these are used by people who are ready to spend money buying whatever product or service they need.

Google keyword planner gives you keyword group ideas on what the search engine thinks is most relevant to your business. This is the perfect place to start gathering keywords or search terms that you can use for a profitable web marketing campaign. Simply click on “add to plan” to take a particular keyword or add a group then copy it to your clipboard. You can also download the keywords as an excel file or simply save it to your account for your reference and use it directly on your Adwords account.

Once again don’t worry too much about the other details such as competition and suggested bid; these are generally inaccurate. At this point, you are better off focusing on gathering the most relevant and viable keywords for your business.

What keywords are your competitors using?

Another great way to use Google Keyword Planner and obtain good keywords is to look up the keywords that your competitors are ranking for. To do this simply click on “modify search” and under “your landing page”, put in the link to your competitor’s website. Select “Get Ideas” and Google will give you keyword suggestions based on that particular website.

Be careful not to add just about any keyword to your campaign and exercise due diligence on the matter. After all you don’t want to be wasting money advertising on search terms that are not related or simply not profitable enough.

Finding keywords through product categories

Last but certainly not least, you can find additional keyword suggestions by delving into the product categories. In the case of a camping store, you can choose “All” and get general keyword suggestions or put in a specific category if you only cater to a certain product or service - backpacking & camping food, flashlights, binoculars, hiking, etc.

So there you have it - that’s how you use the Google Keyword Planner to find the best keywords for your type of business. If you need help with your Adwords campaign then you can go to and get in contact with us.

Google Adwords VS Facebook Ads

Which is better - Facebook Ads or Google Adwords? It’s a good question and one is commonly asked here at Think Big Online for people looking to start advertising on the web.

Now we hate to disappoint you but there’s really no direct answer to which one is better; the truth is that these are two different marketing mediums and work well for different businesses under different circumstances. What we’ll do in this article instead is to go through the different points and scenarios wherein Facebook ads and Adwords may or may not work for your business. Only then can you assess which marketing medium is actually better suited to your business. Let’s get right to it!

The Buying Cycle

Adwords target “ready to buy” people; Imagine the buying cycle as a funnel and you have people on top that may be aware of your business but just are not ready to buy anything just yet. The people at the bottom of that funnel are the people that are ready to put money into your bank account as they have an immediate need for your products or services. Google Adwords lets you target the people who are right at the bottom of the buying cycle. People that already have their credit card out and are simply looking for someone to give their money to.

Unlike Adwords, Facebook Ads targets people in the full buying cycle. There’s no way to specifically target people who are the bottom of funnel and ready to make the purchase. That said, targeting people who are the top of the funnel is definitely still worth looking into and with Facebook ads, you have the potential to effectively do just that and with generally better results than that of Adwords.

The marketing reach of Adwords

Adwords, as a marketing medium possesses a much broader reach compared to Facebook ads. You can target people on Google itself, Properties or on Youtube; it’s all thanks to the vast network Google has in place. Facebook on the other hand is only limited to the social media platform.

Brand Awareness on Facebook

Although Facebook is limited in terms of reach, it’s still the dominant social network on the web and a great place to promote local brand awareness. Nearly everyone maintains an active presence on the social network and with good content marketing, you can effectively position yourself as a brand authority in your niche market.

Tracking in Adwords

Adwords present a more effective means of tracking purchases and inquiries which is a great boon for businesses that rely heavily on lead generation. You can even track phone calls and best of all these are all free services and come with the use of the Adwords platform. This tracking feature is something that is yet to be seen in the Facebook marketing platform.

Social Proof in Facebook

Facebook may not offer much in the way of tracking but most web marketers would agree that it makes up for it by way of social proof. Come up with a good ad and people are bound to like, comment or share your ad which builds trust so that people are more likely to purchase the products or services that you’re offering.

Dynamic Insertion Ads on Adwords

It’s a significant advantage of Adwords over Facebook ads and to better explain this feature, it would be best to cite an example. Let’s say somebody goes to Google and does a search for “Red Hats”. Well with Adwords, you can insert that particular search term dynamically into your ad. The result is an opportunity to create ads that are on point and convinces people that it’s exactly what they are looking for online.

Targeting your audience on Facebook

Facebook offers 3 ways of targeting an audience for your marketing ads - interest, geography and demography. Of course Adwords offers something similar but what makes Facebook marketing truly powerful is that you can easily overlay the 3 to create a highly targeted and more profitable list of audience to market to. Facebook also offers a means to split test your ads, making it so much easier to identify what’s working for you.

Youtube is owned by Google

Google owns Youtube and that’s yet another significant advantage when it comes to marketing with Adwords. This means that you can run your Adwords off Youtube which is actually the 2nd biggest search engine on the Internet. There are millions of searches done on Youtube everyday and Adwords lets you tap into yet another rich pool of audiences that you can market to.

Rich Media in Facebook Ads

Facebook lets you create ads that contain rich media in either text, images or videos. You can always combine any of those to create your ads.

So there you have it - the specific advantages of each platform. Of course to really decide which is better for your business, we need to also tackle the specific disadvantages of each platform. Let’s get right to it!

The disadvantages surrounding Facebook Ads and Google Adwords

Poor Overlay targeting in Adwords

One problem that most marketers often encounter when it comes to doing Google Adwords is that while you can specifically target people based on their intention and what they’re looking for, there’s currently no way to overlay all that with certain demographics like age, gender or interests. Hence you stand to waste some of your ad budget as you go about tweaking your campaign.

No targeting based on keyword searches on Facebook

This is a significant flaw one would currently find in Facebook ads; there’s simply no way to target people based on whatever search terms they are using on the social network.

You need a good website to draw people to in Adwords

To be truly effective, Adwords requires a substantial website to direct your audience to. You can’t just set up a basic page to drive traffic to and expect good results, While Adwords may bring you lots of traffic, those mean nothing if your website doesn’t successfully convert that traffic, whether in the form of sales or completing a capture form.

Banner blindness on Facebook

While Facebook is definitely a popular avenue to market your products or services, people will become bored if they are shown the same banner and images. Such limitations can adversely affect the performance of your marketing campaign over time. One way to combat this is to always make sure that you regularly rotate your ads and switch up your images.

Limited audience with Adwords search

While you can target people on Adwords based on their intention, there’s only a certain number of people doing a particular search on a given day regarding a specific topic or keyword phrases. Scaling up can be a problem as you are limited to the number of people searching for your product or service on a certain day which might restrict the effectiveness of your web marketing campaign.

Facebook ads make it difficult to promote boring topics

Facebook marketing is primarily driven by excitement which makes it a challenge for businesses engaged in selling products or services that people don’t find particularly interesting. Say you’re in the business of selling basketballs; enthusiasts are likely to buy your products simply because it interests them. If you’re a law firm however offering legal assistance for a divorce then that can be a problem because it’s a subject that people generally don’t find exciting or interesting.

Adwords search ads is restricted to only a few lines of text

On Facebook, you can literally write an ad consisting of a whole article. Granted you’ll need a good writer to come up with content that people will find interesting and engaging. This is something that you simply can’t do in an Adwords ad.

Content restrictions on Facebook

As a reputable social network, Facebook imposes a lot of restrictions on the type of content shared on the network. This can be a problem for businesses that delve in such restricted content such as alcohol, weight loss products and adult-related products.If you’re niche belongs to any of these categories then Facebook is definitely not for you.

You cannot use Adwords to split out devices by type

Adwords literally forces you to run your ads through a wide range of devices - laptops, smart phones, tablets, etc. This can affect the profitability of your advertising campaign whereas Facebook ads grant you the option to only show your ads to an audience using a particular device.

Cost of Facebook Ads can be affected by seasonality

Ad expenses can spike significantly depending on the season as there are bound to be an increase on the number of businesses promoting relevant products on the social network. This can drive up your marketing expenditures compared to Adwords where ad spending remains relatively the same.

So there you have it - the advantages and disadvantages of Facebook Ads and Google Adwords. One marketing medium is not necessarily better than the other and as a matter of fact, it’s a good idea to combine the use of the two if you’re in a highly competitive market. You can target people on Facebook that share the same interests then drive those people to your website for a much lower cost. You can then apply retargeting using Adwords to maximise your chances of getting those people to buy your product or service. This will drive your total cost down while shaping an extremely competitive business on the web. Inversely, you can target “ready to buy” people first using Adwords and then re target them using Facebook making it seem like you’re everywhere. Either way, Facebook Ads and Adwords are both excellent marketing mediums and you need only implement them based on their their specific strengths and weaknesses.

How to Use Facebook Ads for Lead Generation

Are you a business owner struggling to generate profitable leads for your ads? If you’re not already using Facebook to obtain the leads, then you can bet that your business is missing out a lot.  No need to fret though; in this article we aim to show you how to do just that.

Now Facebook is actually promoted as one of the most effective tool for business lead generation as of 2015. Now is as good a time as any to learn about how to use Facebook ads to generate profitable leads for your business. Let’s get right to it!

So how do you generate leads using Facebook ads?

You’ll find the option under the Facebook ads manager but first things first; you need to have a landing page for your business. Don’t know what it is? Well it’s basically a page on your website which has one sole purpose - to collect the contact information of your website visitors. You might have already seen one yourself; offering you free products or information in exchange for your name, email address and phone number. You can also specify a particular “call to action”, for instance watch a video; in any case, it’s a great way to build a list of a targeted audience with whom you can profitably market your products or services to.

Once you’ve got the link to your landing page you can then post the link to your Facebook page. Make sure that you set an interesting image to accompany the post to better captivate the attention of your audience. At this point you can go to your Facebook Ad manager and simply set that post as your ad. Save your settings and once approved, Facebook will then start running the ad.

Once started, people will start seeing your ads on Facebook and once they click on it (the link or the image), it will take them to the landing page that you specified. From there, you’ll be able to collect all the information you need from your audience on Facebook, thereby building you a good list of leads that you can market your products or services to.

So there you have it - that’s how you set up Facebook ads to generate good leads for your business! Would you like to learn more? Get in touch with our team of digital marketing experts at!

How to Use Layered Targeting with Facebook Ads

Using Facebook Audience Insights

Are you wondering about how to make good use of Facebook’s “Audience Insights”? It’s an extremely useful marketing tool and with it you can accurately identify the people that are most likely to buy the products or services that you offer. In this piece, we aim to show you how to do just that. Let’s get right to it!

Setting up layered targeting in Facebook

Now to get started, all you have to do is go to your “ad sets” level and go to “Audience”. Click on the button “Edit Audience” and you’ll be given your typical demographics - location, age, gender, etc. What you really need though can be found under “Detailed Targeting” where you can further narrow down your audience to certain interests or categories. More importantly, it shows you the potential reach of your ad, or the number of people on Facebook that you can target. For example your ideal audience may be college students who are interested in a product called “Infusionsoft”; basically you’d be telling Facebook to only show your ads to people that fit into those 2 categories. As you might imagine, that’s pretty powerful stuff.

Now as if the above-mentioned solution isn’t enough, Facebook gives you the option to filter or further narrow down your audience by adding new categories. This would reduce the number of people that you can target but in turn you’d get much higher potential for conversion as this basically guarantees that you’re marketing to people that have a specific interest in your product or service. At this point you’ve finished and that’s how you basically set up layered marketing in Facebook.

How to exclude an audience

Learning how to exclude an audience is just as important as setting up layered targeting in Facebook. How exactly is this so? Well while a certain audience might be genuinely interested in your business, you may only cater to certain locations. Excluding an audience is also useful if you don’t want Facebook to show the same ads to people who have already clicked on your link or already subscribed to your list.

To exclude an audience, all you have to do is go back to “custom audience” and create a new audience. Look for “Facebook Webinar opt in” and set it to excluded. This tells Facebook to show your ads to an audience who are more likely to buy  your offers and then exclude them once they reach your landing or Thank You page. This eliminates needless spending on your Facebook ads and ensures that you are getting the best value out of your ad spending on Facebook.

So there you have it - a powerful way to make good use of Facebook audience insights. Of course there are more options that you could investigate for setting up layered targeting and excluding an audience. You need only choose the ones that would best suit your business needs.

Would you like to learn more or perhaps you’re looking to get started with some professional help for your Facebook marketing campaign? Check out and contact us today!

How to do Facebook Retargeting with Email Lists

Using your email list to target the ideal audience

Did you know that you can use your existing email list to target your ideal customers on Facebook? If you don’t know how to do this then read on because you are certainly in the right place. In this piece, we aim to show you exactly how to do this!

So how do you use your existing email list to target your ideal customers on Facebook? Well you can start by uploading your email list on Facebook and group them into different types of audience. To do this, all you have to do is go to Facebook Ad Manager and go to your “audiences”  and select “create an audience”. You can then choose “custom audience” and proceed to “customer list”. You will then be presented with a dialog box and from here you can upload your email list simply by specifying the file on your computer or dragging it unto the window. Make sure you select “Email” as data type and click the “Create Audience” button.

At this point, you have finished uploading your email list on Facebook and the system will match those emails with registered users on Facebook. From there, you’ll have a list of audience that you can target with your Facebook ads via the Facebook campaign editor.

Of course in order to successfully market on Facebook, you’ve got to extend your reach and you can do that by selecting your desired audience list and go to “lookalike audience”. What this allows you to do is adjust your ad’s reach, to target people who will be interested in what your business has to offer based on similar interests with people that are on your audience list. You can specify an interest, country of origin and the approximate number of people that you’d like to reach out to.

So there you have it! That’s how you target your ideal customers on Facebook using your existing email list. That wasn’t so hard now was it? It’s a relatively simple process and one that is certainly well worth the effort as it helps you make the most out of your online marketing campaign. You can check out for more information about the matter.