Many marketing accounts have seen a steady decline in conversions because it is not the best time for individuals or companies to purchase a specific product or service, but you still need to continue the marketing for the future, collect data to use later. Since people might not be interested now, but remembering your brand and what you have to offer might stil be in the mind after the crisis is over.

With YouTube traffic increasing during the pandemic time, video campaigns in Google Ads can be a cost-effective way to maintain branding if your budget has been reduced.

1. Try out those too-long videos for YouTube ads

You do not need to have a 30-second video to run successful video campaigns on YouTube like you would do on Facebook or Instagram. People go to YouTube to watch videos, and you can use longer video content.  This is where TrueView discovery ads can really help. YouTube is still a search engine and after Google, the second-largest search engine to be exact. People use YouTube to try and find answers and solutions to any questions or problems they may be having. Advertisers who want their content to be at the top of the YouTube search results can run TrueView discovery ads to try and get their video as the top spot.

Discovery ads can help push and build your brand. The image above is showing what your ad may look like on YouTube search results, and that is where TrueView discovery ads can really be good. Research what problems or questions your audience is asking. Target those terms with TrueView discovery campaigns if you have the video ready to offer up a good solution that can help your target audience.

2. Build new custom intent audiences

If you still want to spread your reach beyond the YouTube search results, you can still use audiences to target your TrueView in-stream and discovery ads. And for YouTube advertising, it does not get any better than custom intent audiences. For YouTube ads, you can create audiences based off of search terms people have typed into Google. The keywords will be broad match related, but it will show a level of intent.

3. Lighten up your CTA extensions

YouTube’s call-to-action extensions are only available for video ads running TrueView in-stream campaigns. Advertisers have the option to add a a call-to-action button as well as headline to their in-stream ad. The call-to-action extensions will still be visible alongside the video ad, even if the user decides to skip the video ad.

We can assume most people go to YouTube to be entertained. It is probably not the best thing to push your “Buy Now” CTAs unless you are selling an essential item that is in demand. But if you are using YouTube ads to build brand awareness easier commitments, like “Learn More”, “Read More” or “Visit Site”. This can help build more engagement and potentially drive more traffic if the user feels they do not have to commit to anything.

4. Make sure your video content is quality

If you are softening your approach with your targeting, you better have the video content to back up that approach. Video production doesn’t have to be expensive. Many have cameras on our phones that can compete on a quality level with most of the videos you see on YouTube. In combination with some inexpensive video editing tools and you can create many great quality videos very easy. Reach your audience on YouTube now and convert them later.

Both strategies, SEO and PPC cost money to get traffic to your site. The difference is that for SEO you pay people to get your website free organic traffic. But problem is that happens over time. It may take a year for results to show. For PPC, you pay the service provider, you pay for ads and you get immediate results. This might give a certain feeling that PPC is the way to go. But SEO experts think otherwise and that the best way forward is to use the two together.

Good things about PPC

  • You can pick your keywords and build the ad around it
  • PPC generates immediate traffic and gets you instant exposure, possibly on the first page of search results.
  • You can target people who are searching for similar products.
  • You can choose the time, geographic location and position on the page.
  • You can target geographic locations and track data.

Bad things about PPC

  • You pay for every click. People may simply click through without any intention of buying.
  • PPC results show up in search results and it faces stiff competition
  • There is no guarantee that even finely crafted ads can lead to conversions.
  • Your ad, and therefore your company, is visible so long as you have an ongoing PPC campaign. Suspend it, and you go off the radar.
  • PPC does nothing to enhance your reputation

Good things about SEO

  • Search engines rank your website based on your search engine optimization strategies. Some visitors may prefer such listings to PPC and are more likely to click through, especially when they wish to obtain more information.
  • Even if you suspend SEO operations for a while, your presence is there on search engines.
  • Keep pushing it and SEO will result in the increasing volume of organic, convertible traffic. Plus, you establish a robust online presence and reputation and keep improving with the passage of time.

Bad things about SEO

  • It requires a good  website to serve as the base of SEO operations.
  • It is not easy to get to the first page and the first five at the top of it. It is much harder to keep that position.
  • It takes time ranging from 6 months to a year for your site to show up on the first page of search results and if you are not doing it alone, you are paying SEO people to keep working on your website regardless.

Mixing SEO and PPC

SEO is excellent and so is PPC. The smart thing that expert marketers do is to mix the two together. PPC gives you analytics on keyword performance and keywords used in searches. So use that data for improving your SEO keyword content. Or vice versa, SEO experts are likely to conduct research and then decide keywords for the SEO campaign. Use those keywords in your PPC campaigns because these keywords have been clicked and converted. Lets say you start a PPC campaign. Visitors search using keywords and your ad shows up and they click through. You get data on their behavior on your website and that helps you to modify websites to lead to longer, better engagement.

Analytics show results of pages that generate most revenue. You can focus on these pages as well as others that need improvement. Keyword research tools can maybe help you make an educated guess about which keywords to use in your SEO, but PPC reports are data driven. You can create SEO plan using keywords that have actually delivered traffic. Which is actually showing us that it might be best to use PPC first to get raw data and quick results and then use that data to build your website for a long run results of SEO building.

Organic reach of Facebook posts has been going down in percent for year, there is simply too many posts to show on someones timeline before it get crowded. So if you are running a Facebook group or a page, your post will probably reach something around 1-5% of your membership which is kinda a bad if your business is made around your followers looking at your posts actually.

One quick, easy, and affordable way to do that is to boost your organic posts through a sponsored post or better called – boosted post.

What is a Facebook sponsored post?

It is pretty much a already created post on your page that you push to more people from your follower list. How many, it is up to your budget. If you want your organic post on your Facebook business Page to get more visibility and to reach bigger audiences, you can promote your post. Your post will be seen by more people, can help drive more awareness and user engagement as well as possibly impact your website traffic if there is a link in the post you are promoting and boost your conversions too.

There are two ways you can boost a post directly through your organic post which is the easier way or through a Facebook Ads Manager, which needs a little bit of knowledge.

When you click on the Boost Post, you will get more options to chose, like audience which can be one of the already standard ones that Facebook will give you like audience that already likes your Page (that is the part when you want to reach your page fans, at least more of them), or your can target broader with people who like your page already plus their friends or totally new audience that you will create. You can also chose you budget, the time lenght of your promotion and ad placement. Facebook will provide you with the most basic options with too many complicated choices.

If this is your first time running an ad on Facebook, you will need to add your payment information such as a debit or credit card before you can activate your boosted post. Otherwise, if you used it before, Facebook will have it stored.

Set up through Facebook Ads Manager

If you have some Facebook advertising experience, head over to Facebook Ads Manager and set up a campaign with any campaign objective that makes sense for your boosted post goal. You can still use existing post just this time you will have more detailed options to chose from.

While there are countless ways tactics, one way we set up sponsored posts through Ads Manager is in retargeting campaigns, where we are reaching warm audiences that have not yet converted.

Facebook sponsored posts vs. traditional Facebook ads

Facebook sponsored posts are very easy to use, especially if you are a small business owner or an individual with small or no Facebook Ads managing experience. These are also effective for short term runs, going from one to seven days in duration, where traditional ads can run long term pretty much until you stop them or ran out of budget.

Another benefit of choosing a sponsored post is that you can do it for a very low cost. With an only $1/day ad spend minimum on boosted posts, you can begin reaching people. Of course, the more budget you have, the more users you will reach. Sponsored posts are primarily effective in driving brand awareness and engagement.

A traditional Facebook ad campaign and ads are set up in Ads Manager, where you can use a lot more features, see reporting and make further optimizations. Traditional Facebook ads provide you an option to select a campaign objective, such as awareness, website traffic, event attendance, engagement, mobile app installs, leads or conversions. You can also set more advanced targeting options with inclusion and exclusion audiences, utilize bidding strategies and optimization strategies.

There is much more flexibility in Facebook Ads Manager, which is useful to give it a try if you want more control. However, if you are just looking to quickly and easily gain more traction on your organic posts, sponsored posts may better suit your needs.

If current crisis showed one thing in the business aspect of any type of business that can have this as an option, is that it is good to have a online store. It doesn’t matter if you are small owner or a big business, online ordering and selling became the norm and will stay long after this Covid-19 crisis is over. Those who were used to online shopping before, quaickly adapted but many who didn’t use online stores had to get familiar with it for the first time and probably going to keep them using in future. And that spike in online traffic is a sign for all businesses to get serious and invest in the online store, not just website.

So now is a great time to talk about the process of building an ecommerce website from early research to what you need to make things happen even if you already have a website.

Building an ecommerce website from scratch

If you know already what you want to sell and what you want your ecommerce business to be called than lets start from the begining.

Step 1: Make sure your domain is available

Now, what you need to do is check if your desired domain name is available. You can check that on websites like Godaddy.com. If the domain you want is available, great if not, browse the recommendations and select one that fits best. But if you are planning to use some paid website builder like Shopify, Squarespace or WordPress.com you can use their domain buying service which makes all process a little easier.

Step 2: Check out the search volume for products you want to sell

Use tools like WordStream’s Free Keyword Tool to see how often consumers are using Google and Bing to search for products that you are going to sell. That of course is only if you are going to rely on Search engine optimization for consumers to find you. Search volume is not relevant if you are going to use paid adverts.

Step 3: Figure out how you’re going to grow

Now it’s all about putting together an online marketing strategy. If you have the online store now, it is a waste to just leave it for people to find it when you can push it in front of them. There are two methods, Organic search marketing also know as SEO, it’s a free but slow process and it focuses to drive you store and the keywords of the products to the first page of Google (second page drops by 90% of traffic) to get good traffic to your website. Benefits of SEO advertising is free, the shoppers find you and it generates a lot of visits.

Second method is Paid search advertising. Done right, organic search marketing will get your ecommerce website in front of high-quality prospects and attract a lot of traffic. But here’s the problem, that is a long, labor-intensive process. With paid search advertising, commonly known as PPC or pay per click, you can get your message in front of those high-quality prospects quickly. But it will cost you since in difference with SEO, all those product keywords you want to people to look for, now you will pay to send your products in front of people who would be interested in those keywords. Benefits of PPC is that it drives results quickly, attracts high quality prospects and it scales easily to target more people.

Under paid strategies falls also Paid social media advertising. Having your ads on platforms like Facebook and Instagram. Because these platforms have access to an enormous amount of user data, they enable their advertisers to target prospects with incredible precision. Benefits of social media ads is that you can reach far more people with very precise targeting and ads usually cost less than Google ads.

Step 4: Build your ecommerce website

Last step when you did a research on other aspects of your online business is to actually make a ecommerce website. Best way is to use some of the paid options like Shopify, Squerespace or WordPress WooCommerce since they already come with done solutions for many things your website needs to do, like themes, plugins, card processing.

Ecommerce can seem little overwhelming, so it’s best to make a plan what you want from your online business and hire someone to build you well functioned online store since you will save a lot of time and nerves.

For some years now, mobile advertising has become a game changer in the advertising business. In 2017, desktop advertising has been surpassed by mobile advertising and at that moment nobody really know how far it can go. But 2020 came and mobile ads became a force to be reckon with even with the COVID-19 pandemic shaking the whole marketing industry. First estimates were going with the number around 75% of advertising will be mobile by 2022., but current situation will probably change things a bit, but keeping in mind these figures, the best thing to do would be to understand the reality of it and work to implement mobile advertising strategies for your own business because the new marketing king is on throne.

Mobile advertising explained

To simply put into words, mobile advertising is advertising meant for mobile devices such as smartphones and tablets and the power of personalization, mobile advertising has reached big success. It has provided agencies, marketers and brands a unique way to connect with users in different ways than the usual traditional means.

Mobile advertising is so good because of the nature of the targeted user device. It is very easy to pick your target audience and be sure that your message is being delivered to their devices making way for targeted communication which makes mobile advertising delivering good effectiveness.

Types of mobile advertising

  • Twitter: Promoted accounts, tweets and trends
  • Facebook & Instagram: Images, videos, interstitial ads, carousel ads
  • Pinterest: Awareness campaigns, traffic campaigns, engagement campaigns
  • LinkedIn: Display ads, dynamic ads, sponsored content, sponsored in-mail, text ads
  • Snapchat: Snap ads, sponsored lenses, sponsored and on-demand geo-filters

Effective mobile advertising strategies

If text above didn’t make you think about going full on moblie advertising, maybe a number will. Mobile advertising market is expected to exceed $200 billion globally. All brands and businesses that want to lower their cost of advertising but also be sure that their advertising gets maximum leads and conversions are working with effective mobile advertising strategies. But problem with mobile advertising is that many users don’t want to see ads on their mobile devices so they are using services to block the standard ads, so it’s up to marketers to come up with ads that are more engaging toward users so their ads strategies actually makes some effect.

  • Customization of ads for the target audience – most basic yet the most effective strategy for mobile advertising. Dynamic Creative Optimization lets you do just that. One can easily create multiple versions of an Ad, specifically targeting them for the targeted audience.
  • Mobile-preferred ads – people are spending more time online actively engaging with news and video content during 2020 because of the COVID-19. If you really want to get your audience for sure conversion, mobile-preferred ads are your choice. These ads are aimed at users searching from their mobile phones.
  • Ecommerce mobile ads – people want to be seamless and quick in their online shopping and mobile advertising is highly effective for eCommerce brands.
  • Use ad extensions – ad extensions are not just a great way to get an edge on the competition but are also very helpful in increasing an ad’s CTR.
  • Enable calling = Cheap conversions – by including your business phone number on the ad, you make it easy for your target audience to call you instantly and eventually cut down on the cost of conversion.
  • Mobile ad gamification – games are really engaging and are capable of driving solid conversions, so you can implement ad gamification to your ads and make them more effective.
  • Incentivize your ads – anything which falls in the range of discount, free shipping, or a voucher.

With PPC campaigns there are a lot of different tyspes of landing pages you can choose from and lets take a look at some of the ways how to optimize a Click Through landing page for PPC.

Lead capture page is another type of landing page that is frequently used in PPC. Ususally that type of landing page has some type of form in it, text box or some other way to get information from the user. The main purpose of this page is to gain information from the user and use that information for other purposes like email marketing, or to send a user to other specific landing page. By doing that there is a much bigger chance of conversion.

Have a Call to Action for the Lead Capture

Depending on what information you want to obtain from the user, a lead capture page can look a little confusing. The best thing you can do when this is the case, is nudge the user into doing what you want them to do.

Limit the Number of Lines to Fill In

As we mentioned above, the more data you request from the user the landing page becomes little confusing since you are making user fill out on the lead capture page and with too many forms showing they are less likely to fill out all the information. This is simply because of the amount of effort it would take the user to do versus what do they get in return. So you can approach that little differently.

  • Offer an incentive for the user if you want lots of information in return. This can range from a financial incentive, such as a discount, to free giveaways, competitions, prizes or access to extra information.
  • Simply solution is to reduce the amount of information you are requesting from the user.

Reason why the Web User Should Fill in the Form

If you have confirmed the incentive, before the user fills out the form, tell them why it is something they should do because in a lot of cases just having and incentive is not enough and landing pages that have an incentive for users to fill out the information, but don’t make clear just what it is and users just skip it and decide to not bother. Use images that portray the benefits of if the user fills in information and once you have gained it, you will then have a ton of information to process and analyse, to learn a lot more about your audience as well.

Search and Audience Network campaigns got two more new conversion goal options by Microsoft Advertising. To properly use either option you need to be sure to have Universal Event Tracking set up.

Include in Conversions

You can tell Microsoft with this option which conversion goals to include in your conversion metrics. The goals you mark in the Include with “Conversions” setting will be optimized for any conversion-based automated bid strategies that you are using in your campaigns .

By default any new and existing conversions goals will be marked to Include with “Conversions”. You can still see aggregated performance with the “All conv.” column options if you opt to remove conversion goals. You can check out your conversion goals settings by heading to Shared Library > Conversion goals.

View-through conversions

This option is specifically used with the Microsoft Audience Network. View-though conversions are impression-based instead of click-based. They capture when a users is shown an ad but they don’t click and ends up converting on your site at a later date.

Microsoft Audience Ads click-through rates tend to be lower than high intent search ads, as with standard display ads. Use view-through conversions to capture potential impression-assists of these native ads for a better picture of the role they play in the customer experience.

A view-through conversion window setting will be available for all Universal Event Tracking based conversion goals. Just go to Shared Library > Conversion Goals and select the conversion goal you want to edit. Consider the goal of the campaign as well as the typical length of your sales cycle and the phase your target audiences are likely in when they’ll see your ads, when thinking about setting your view-through conversion window. Your look back window will be shorter, the shorter the conversion cycle and further down the funnel your audiences are.

By default, View-through conversions are set at one day. And with that setting, for a view-through conversion to be counted, users will need to convert within a day after the ad impression is served.

These two options give more flexibility to optimize and measure campaigns and also make it easier to compare campaign performance against other channels.

 

This type of advertising has a huge impact on the success of an online business. PPC ads makes your brand awareness better, but they also boost sales too. Even Google confirms that search ads can raise brand awareness by 80%. If you run succesful PPC campaigns but not getting enough out of this advertising platform, check out these 9 ways to maybe improve your game.

1. Have a well-defined goal

  • Getting traffic to your website
  • Improving sales
  • Getting subscribers or downloads

First things first, you need to determine what you want to achieve from your paid search ads.

Until you set a clear and measurable goal, you can’t optimize your PPC campaign to match what you are aiming for. Your goal is the first step of your optimization process. If you don’t have a proper map to follow, you won’t get anywhere.

2. Use the high-performance keyword

In any PPC campaign, it is extremly important to choose the right keywords. Even though there is lots of tools, including the Google one for creating keyword lists, to be sure your campaign is good you need to choose the keywords that have high CTR. Before including specific keywords in your ad copy, check the for their performance and pick only those with excellent one. If your audience resides in a different countries, it is good thing to use a VPN service and find which keywords are ranking in their location.

3. Optimize the quality of keyword score

  • The relevancy of your keywords to your ad copy
  • Click-through rate (CTR)
  • Landing page experience

One of the basic reasons many PPC campaigns don’t get the results that they wanted is that they have too many keywords. An average PPC campaign makes all of its sales from only around 12% of its keywords. So, avoid keyword overloading and instead improve the keyword quality score.

Focus on creating headlines that are relevant and can hit the right points of your target audience. Keywords with high CTR will help you generate traffic, which can improve your conversion rates. You can use Dynamic text replacement (DTR) feature to match your ad’s keyword with the content of your landing page.

4. Create a list of negative keywords

Negative keywords can save your campaign budget as it prevents your ads from being triggered by wrong searches. These keywords help you avoid traffic you don’t want hitting your ads.

5. Write engaging ad copy

Put all your efforts into making engaging ads as ad copy plays a big role in making your campaign a success.

  • Your ad copy should clearly state about your USP and why people should choose you over your competitors
  • Try to be as relevant as possible.
  • Create attention-grabbing headlines
  • Add a compelling call-to-action
  • Consider using power words such as Instant, Hurry, Exclusive, Free, Today Only, etc.

6. Utilize remarketing

A high bounce rate is a common thing in PPC marketing but remarketing is an great way to capture those missed opportunities. It enables you to show targeted ads to users who have already viewed your products or services.

7. Use ad extensions

There are two types of ad extensions, Manual Ad extension and Automatic Ad extension. Add extensions are an good way to reveal extra information about your product or service.

A manual ad extension is a customizable extension that has many more extension types such as site link, call out, location, review, etc. Automatic ad extension works automatically but has few types such as customer rating, the previous visit, dynamic site link, etc.

8. Optimize your campaigns for mobile users

Today, when almost half of the global population uses a smartphone, you can’t neglect mobile users when creating your PPC campaign. Be sure that your landing pages are mobile-friendly and give attention to short-tail keywords as mobile users do not prefer to type in long search queries.

9. Keep track of your PPC campaign

You need to monitor your PPC campaign regularly if you wish to have a success with it. If you’re using Google Ads, Google analytics should be a good tool for you or you can invest in an automation solution that can offer closed-loop reporting. No matter what kind is your business, PPC advertising can help you gain better visibility on search engines and boost conversion.

 

If you use PPC to monetize your website, it pretty difficult to do it in current time with Covid-19 issues that is surrounding all businesses. And as many business are closing, cutting costs and struggle to survive, the marketing aspect will probably be among the first things business will cut down. Less PPC campaigns means less competition, resulting in a low revenue per thousand (RPM) generated from adverts on a website.

In the pool of reasons how an RPM could be affected, currently the biggest factor affecting ad rates is the coronavirus. But if there was not a Covid-19 problem there are still some factors that can influence the RPM.

Web user location

Actual location of your web traffic is among the biggest factors to affect the RPM you achieve. This is because there are lots of factors which help advertisers decide how likely web users are to convert for a PPC campaign and one of these is the location.

Big chunk of PPC campaigns come from the United States, followed by the likes of other english speaking countries. This usually means the highest RPMs will be achieved with these places.

The value of advertisers to target customers from the places like India and other similar countries, where generally people earn less per capita than US, UK or EU, is less because of this. This means, they are less likely to target such countries, reducing the RPM publishers achieve for such websites. Difference between the RPM number can be almost 60% less in India than US.

Ad locations

For PPC, Ad location is everything. This is why you see the likes of Google and Ad partners use machine learning to determine what placeholders work best. Placing ads in the wrong locations can reduce the RPM by great amount, so it’s best to let Google or alternatives use their AI to determine this for you.

Website Load Speed

The speed of a website loading plays a big part in the RPM a publisher achieves. The longer it take for the website to load, the lower the RPM you achieve. This links to the user experience, where a faster loading website also has a lower bounce rate and a longer time spent on the website.

If you need ideal audience for your ads then Facebook with its around 2.5 billion users each month is pretty good choice. Facebook has many different types of ads you can make, from single image ads to video ads, but which type performs the best?

Better question is – which one is best for you? The best ad type you might use depends first on what your campaign goalsare. Do you want to increase page likes, generate leads or get more sales?  When you have the goal of your campaign figured out, you will then have a list of relevant ad types to choose from. Once you make your ad copy and ad creatives, you will need to choose the proper audience.  Then you will test various ad types to find the one that works best with your target audience.

If you have an eCommerce website that sells clothes you might consider ad type that show more than one product. There are few type of Facebook ads in that category, carousel with multiple images and collection. Collection ads are a great ad type used for showcasing products and encouraging users to explore your brand.

A video ad is an very effective marketing tool but comes with a problem of creating a good one that takes some extra skills so it in general more difficult creative to create than a simple images. But video ads are strong creatives that can grab your audience’s attention much better than images.  Another benefit of video ads is that they are good for retargeting. If someone watched your video, they have shown an interest in your brand or products. So you can retarget to someone that watched certain % of your video.

There is also an option to create a slideshow ad on Facebook, which is an alternative to video if you are not skilled enough to create video for your ad. This ad type allows you to add multiple images into Facebook’s tools to create a moving slideshow.

You should test different ad types, analyze results and repeat because not all of your campaigns will have the same goals which means some ad types may not work good for all of your campaigns. The most important part of this is to continue testing until you filter out which one is best for the campaign you are doing.