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Many marketers create audiences without ever leaving the realm of the Power Editor, but if you want your Facebook Ads campaigns to be truly effective, you may need to go outside those boundaries.

But first of all:

Why are Facebook Ads effective for reaching decision makers?

  • Facebook offers a huge audience with a super long reach
  • Facebook's advertising platform and tools offer super-granular targeting capabilities
  • There's an option to target people by job title, position, industry, education, and the education field.
  • There's plenty of B2B categories (which allow you to distinguish between people who are interested in tourism and those who work in the Hospitality Industry, for example).
Published in Marketing & Strategy

In a 2015 study, 59% of small businesses reported that they did not receive an ROI from their social media strategies.


That is a shame.

And it is proof of ineffective marketing strategies performed by business owners without experience or marketers who are not utilizing social media tools properly.

Published in Marketing & Strategy

Facebook is powerful, and you should use it to your advantage! For the right brand, it can be the ultimate resource.

The audience is definitely there, and with the unique targeting options available, you can probably hone in on your audience.

Read on for 10 less heard-of reasons you should advertise on Facebook!

Published in Marketing & Strategy
Tuesday, 28 April 2015 17:12

The Structure of an Ad Agency

Advertising agencies are self-contained structure. Within the advertising agency, there are departments and people, all essential to the movement of client projects and the overall success of the agency. One department cannot work without another, as they are all interconnected and dependent on each other.

Think of an ad agency as a chair. The agency as a whole, as an organization, is the seat. It’s the part of the chair people take most notice of; it’s where clients sit and relax. The departments are the legs, the support system. Like a chair, if one leg fails, the whole agency falls. In most agencies, these four legs, or departments:

Creative

Creative is responsible for creating the ads, from concept to final product. Within the creative department, there are designers and art directors, who are responsible for visual elements, and copywriter, who are responsible for coming up with wording. The accounts department creates a “creative brief”, or a document communicating the client’s project requests, which is then given to the creative department. The creatives then execute a concept, based on the creative brief, with several rounds of client revisions. Once the project exceeds clients’ expectations, the creative department packages the project in digital formats, which can be used for printing, TV broadcasting, digital advertising, and so on.

Accounts Department

The accounts department acts as the liaison between the agency and the client. If the client requests a change to a project, account executives are responsible for passing on the information to the creative department. For example, if the client requests a color revision on an ad, the account executive assigned to that client, will inform the designer of the requested change. Once the revisions have been made by the creative department, the account executive will deliver the revised project the client, until completion. 

Published in Design
Wednesday, 18 February 2015 16:00

Facebook Boosted Posts Vs. Ads

 Facebook Advertising: Should You Use Boosted Posts, Ads, or Both?

Many small businesses are looking to Facebook as a cost-effective way to get their content, deals, and offers in front of new potential customers. In this blog post, we’ll walk you through the two main ways of advertising on Facebook — boosted posts and ads — and give you the knowledge you need to get started!

Boosted Posts

If you’ve posted anything to your business’ Facebook Page, you’ve probably seen a blue button, reading “Boost Post,” in the lower-right corner of each post. Clicking on this button will begin the boosted post creation process.

Boosted posts enable you to easily get a larger audience for a single specific Facebook post. Since you can include as much or as little information as you want in your post, you can make your paid content very informative. You’ll instantly see how many more people you can reach with a boosted post than an unboosted post. 

Published in Marketing & Strategy

The Most Obvious Choice Might Not Be the Best One

Google Adwords is normally the first name that comes to mind when most people think of Pay-Per-Click advertising or online display networks.

This is more than understandable. Google is the undisputed king of the internet (especially in terms of search volume and users).

Most established small businesses looking to “branch out” into online advertising look to advertise on Google first. However, their “search” usually begins and ends there once they hit their ad budget (and usually doing so very quickly) and are confused as to the next best option.

In terms of reaching the most eyeballs, Google is still #1 by far. There are other very effective display networks other than the Silicon Valley giant out there though. When determining which one is actually the best choice for your business, Google isn’t always the default choice.

Below are some of the pros and cons of the three biggest display networks you can advertise on:

Google Adwords

Pros:

  • Most popular search engine (by far) accounting for 67% of all online searches
  • Younger, savvier internet users (in general)
  • Biggest content network & more ad extension (for adding business contact details, etc.)
  • More intuitive interface and easier to set up

Cons:

  • Most expensive (also by far)
  • Less affluent searchers (when compared to Bing / Yahoo)
  • Slightly lower conversion rates (also when compared to Bing / Yahoo)
  • Very unforgiving if your account gets suspended
  • Lower quality scores for sites with affiliate links
Published in Marketing & Strategy
Wednesday, 31 December 2014 16:00

Why Do People Click on Google ads?

Curiosity.

To sum it all up in one word, the #1 thing that drives people to click on an ad is curiosity. Not benefits. Not a unique or original feature. Curiosity.

You cannot sell a product in 40 characters. You cannot even differentiate your company from the rest of the pack in that short window. You can, however, spark curiosity in that brief of an instant.

Curiosity is a fundamental human emotion. It burrows way deeper than any logic-based purchasing emotion. In your prospect’s mind, it no longer is a question of how this product can benefit me. They forget they are even trying to buy something and the issue becomes: “I need to know the answer to this or it will eat at me for the rest of eternity.”

It’s funny when you put it that way but it’s true. Everybody has ADD online. You really only waste 2 seconds of your life if you land on a page that doesn’t fit your fancy, so people are pretty open to clicking on something if it looks even mildly interesting. 

Published in Marketing & Strategy
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