As a business, there is naturally an audience you wish to reach the most as you are aware that they are more likely to convert. For example if I was a childcare agency I’d primarily want to reach females as I am more likely to find they require my services then perhaps males. When looking at targeting with Display ads you need to take into consideration Googles 3 areas they feel display focuses on in terms of marketing goals: Building awareness Influencing consideration Driving action Building Awareness is the top of the sales funnel and is quite a broad group. If you’re wanting more people to know about your brand and maximize your exposure then this is the perfect option for you. Influencing Consideration is the middle of the sales funnel. You have users who are actively online, looking, and you want to influence their decision to look at your brand over other brands. They aren’t quite ready to convert as they’re still in the “research” phase of buying - but connecting with them at this phase is important as they quickly move between the middle and end of the buyers funnel. Driving Action is the end of the sales funnel. You have users who have completed their research phase and are ready to take action and engage a company. This is a perfect time to use your remarketing lists that you have generated through the previous two stages are you are aware of where they are in the buyer’s cycle. The targeting options you can utilize are: Demographic Targeting Affinity Audiences Custom Affinity Audiences In-Market Audience Custom Intent Audiences Similar Audiences Remarketing Standard Remarketing Dynamic Remarketing Demographic Targeting is where you select the audience based on certain demographic information that Google has garnered about the user from both direct methods and indirect methods eg assumptions based on activity. When users set up their Google profile there are specific questions Google has them answer in this creation phase for example their age and gender. Other demographics such as parental status as also areas Google allows you to target. In the scenario above of the childcare agency, they would utilize all three of these options by potentially looking to target females between the ages of 24-38 who are parents - primarily as this bracket is more likely to convert then perhaps males in their 60s who aren’t parents. This is best suited for building awareness. Affinity Audiences are, as Google would describe, TV-like audiences. What they mean by this is that you can target users based on the things they are passionate about, the type of lifestyle they lead, and their interests based on compiled data of their activity online. Google’s machine learning is able to differentiate between passive and active users - those who are inherently more likely to be highly engaged with a topic over those who were just browsing or researching. There are over 100+ affinity audience options available to select from. This is best suited for building awareness. Custom Affinity Audiences is where you get to create your own niche group of individuals. Let’s say perhaps the affinity audience of “health and fitness buffs” isn’t what your gym is looking for and you want to custom create an even more refined audience, then custom affinity audiences give you that option. To go this granular however you need to have a solid understanding of your potential clients - who they are - their likes and dislikes - in order to refine the group successfully to be better than Google’s machine learning. This is best suited for building awareness. In-market Audiences are a group of users who are presently online weighing up their decisions between products and brands. They are close to the buyer’s stage in the sense that they are considered highly active. Google looks at their “purchase intent” based on previous activity online to determine who fits within this group. This is best suited for influencing consideration. Custom Intent Audiences is where you can customize your in-market audience group more. It enables you to tailor the target group based on keywords, URLs, and APPs that you feel best covers your group of potential buyers. This is best suited for influencing consideration. Similar Audiences is where you can utilize data from an existing remarketing list or another list you have generated that displays what a typically “buyer” is like online. Google then seeks out other users who are similar in demographics to the ones you have uploaded and creates an audience list around this. This is best suited for influencing consideration. Remarketing is where you capture data of specific users when they have been to your website based on a ‘cookie’ that you have placed on their browser due to them being on your website. Remarketing lists are creative in the sense that you can generate a list of uses based on their activity when they were on the website eg a list of those who purchased compared to a list of those who abandoned their cart at checkout. Standard Remarketing is where you simply show your ads to previous uses are they browse the internet You would have pre-created what ad they will see and the image will be a standard image used for all users within that remarketing list. Dynamic Remarketing is where you can show users ads based on specific pages or images they looked at on your website. For example, if you were a watch store and a user looked at a Tag Heuer watch on your website - you can then show them ads with that specific watch on it to attempt to entice them back to your website - you can take it a step further by having discount codes available with the image to give them the motivation to return and urgency to checkout. You will need a data feed in order to utilize this option. As you can see there is a multitude of targeting options within Google Display Ads. In order to get the best use of your advertising dollars, we suggest allowing one of the team to run a complimentary audit on your Google Ads account today. Reach out to the team via our contact us page.

Google created what they call “Display Ads” back in 2003 - three years after the Google Ads network was established. By 2020 there are over 3 million apps and websites that the display network operates across enabling businesses to reach around 90% of online users worldwide. That’s a huge figure when you think of how little Google charges for these ads. A normal Google Search Ad cost per click can range from a few dollars to hundreds of dollars, in comparison display ads are as little as a few cents and at maximum are still astronomically cheaper than other advertising options. From 2020 Google boasts that their Display Ads drive results for advertisers with the added benefit of Intent Signals coupled with Machine Learning. What Google is saying here is that they are reviewing data obtained by monitoring users behavior online and across sites to determine how they operate and ensuring that your ads are displayed in the best format possible for them. That’s phenomenal! The automation they use, with targeting and bidding in their control, lets Google tell you your ad can be put in the right place at the right time, or in their words “reach users in the moments that matter”. The sheer scale of 3 million apps and websites means that businesses are no longer conformed to have to advertise in one area and deal with multiple agencies to get that level of global reach. One Ads account, set up correctly, can enable business in California to advertise to users in Australia, New Zealand as well as Canada. Display advertising is designed to engage potential clients earlier in their buyer’s cycle. With the “intent” based model of Smart Campaigns aiding their bidding strategy, you are trusting Google's Machine Learning to place your ads in front of an audience who may have not heard/seen your business before - therefore opening up your buyer’s channel. Google has two types of Display Ads available - Standard and Smart, which we will investigate further below. Smart Display Ads are, as the name suggests, Smarter, as they are completely automated. As a business you do get some form of control over them in the sense of what images you allow Google to display, some content options you want them to use, how much you’re willing to pay per day and per “acquisition”. Google takes all that information and determines which ads to display and what images generate the best outcome. From here the machine will commence its learning phase and continue to make the alterations it deems suitable and display the ads where it feels the audience best suits. As the learning goes on your ads become more refined. Cost Per Acquisition (CPA) or Return On Ad Spend (ROAS) is the bidding methods used for these ads and its important to understand what they mean. Rather than Google charging you each time your ads are clicked on by a user (cost per click CPC), CPA is where you set what a “conversion” is when you create the ad and you are charged only when that conversion occurs also known as acquisition. ROAS works in the same way and means that your bids are automatically altered at the time of the auction based on the likelihood that you will convert for that search eg pay more if it means higher chance to convert and vice verse pay less for lower conversion search terms. You won’t be able to start with a Smart Display Ad initially as Google requires your display campaigns to have achieved at least 50 conversions on display (or 100 on search) within the last 30 days. This is where a smart digital marketing agency becomes useful as they work with you to achieve these goals to then be able to take advantage of Google's Machine Learning. Standard Display Ads are where you are given full control over all aspects of the campaign as each area requires you to manually create or set it. Google gives you 3 objectives to choose from when initially creating your Standard Display Ad being - to build awareness - influence consideration - drive action. Selecting which one is right for your business depends on the outcome you are looking for. If you are a “new to market” brand looking to get your name out there and people knowing who you are then building awareness will probably work for you. If you want people to “explore” your companies options over others then influencing consideration is best. If you simply want more sale or more leads then driving action would be better as it seeks to motivate users to engage with your brand over others. Unlike Smart Campaigns where the bidding method is set by Google - with Standard Campaigns you have two other bidding options to choose from on top of ROAS and CPA - Enhanced Cost Per Click and Maximised Conversions. Enhanced CPC is a bit different to manual CPC as with enhanced you are still giving Google control on bidding higher or lower depending on whether it feels it is likely to convert. Maximised Conversions is a bidding strategy that is purely focused on getting as many conversions as possible within your current budget - it isn’t about pacing your budget or ensuring your ads are shown continually throughout the day rather just getting as much “bang for your buck” as it can. The other area you have to set when creating a Standard Display Ad is the format of the ads themselves. The two options available from Google are Responsive Display Ads (ads which automatically adjust size and format to suit what device the user is searching from) or Uploaded Ads (where you control how these ads will look depending on the device but will be required to upload multiple ads to cover each size variation). Now that we’ve covered the two Display Ad options available to you, it's time to put your thinking hat on - or if you’d prefer some help in deciding which option is best for you, feel free to contact the team today!

The search terms report is a list of search terms that people have used, and that resulted in your ad being shown and clicked. Depending on your keyword matching options, the search terms listed might be different than your keyword list. How to view your search terms report Sign in to your Google Ads account. Click All Campaigns in the navigation pane on the left, then click Keywords in the page menu. Click Search terms at the top of the page. You'll see data on which search terms triggered impressions and clicks. You can alter your search terms report and modify which columns show by clicking the column icon . This will allow you to add, remove, or reorder the columns in your report. To download the data in a report, click the three-dot icon and select Download. Keep in mind that you’ll only see search terms that were used by people at least 8 hours ago and have either received clicks in the past 30 days or were searched for by a significant number of people. Any search terms that did not meet this criteria will be summed up in the 'Other search terms' row. Utilising the information in this report is crucial to the success of the account. You will see underperforming keywords against performing ones and be able to add them to your negative keyword list. You also will see trends of specific searches which you can then create specific ads to target to improve your quality score and potentially reduce your CPC and increase your conversions.

Looking at the above image you can see there are 2 campaigns. You set the daily budget at the campaign level so it’s important to ensure that you do not use more than the total allocated budget for the entire account. You also set the location to be targeted at the campaign level. Under each campaign are the AdGroups. You use AdGroups to separate the ads or products that you wish to advertise. So if you wanted to advertise for an electrician you would set one ad group for after-hours services and all the ads would match as would the keywords - then for the other adgroup, you would advertise domestic electrician services specific to the service required eg hot water element, power points, etc so the ads which are created are relevant to what the person is searching on Google. Google enables businesses to “bid” on keywords (which is what someone physically types into Google) that they want their ads to show for. Google doesn’t charge the business unless someone clicks on the ad. If someone just looks at the ad and scrolls past it Google calls that an “impression”. If they then click on the ad Google charges them a fee based on a few metrics: ad relevance, landing page experience, expected click-through rate, how many other businesses are bidding on that keyword plus more. It is an online auction run at the time someone searches for a term ~ Google calls it a “cost per click” as they charge for every click. Businesses choose what search terms they want their ads to appear for, where they want their ads to show, how much they are willing to spend on Google per day and per click, what time of day/day of the week they wish to show plus more. The amount Google charges per click is dependent on your Quality Score as well as how competitive the search term is. If you were an insurance company wanting to show for the words “auto insurance price quotes” you would pay around $54.91 per click. The figure can be higher then this if your Quality Score is poor. Your Quality Score is made up of three things: 1. Ad relevance measures how closely related your keyword is to your ads. 2. Landing Page Experience. A measure that Google Ads uses to estimate how relevant and useful your website's landing page will be to people who click your ad. 3. Expected Click Through Rate measures how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad's position, extensions and other ad formats that may affect the prominence and visibility of your ads. In order for your client to get leads they will need to have a sufficient budget allocated to their account to enable their ad to remain visible when their clients are searching. Think of yourself going to a shopping center to buy an outfit. You might walk in and out of 15 different stores before you finally settle on the item of clothing you wish to buy. Online is no different. People click in and out of ads looking for what they feel is the best website (and ultimately company) to service their inquiry. We know through experience that a client needs to receive no less than 10 clicks per day in order to achieve 1-2 inquiries. So in order to gain those 10 clicks their daily budget needs to be = (10 x the average cost per click) of their keywords. So if we use the example of an electrician in San Francisco, Google currently charges on average $6 per click, so your client would require a $60 per day budget to get 1-2 calls per day. Google split tests the ads they show to your audience to determine the best performing ad to display. Because of this you will always have no less than 3 ads per ad group to enable enough options for Google to select between. In order for your client to get leads they will need to have a sufficient budget allocated to their account to enable their ad to remain visible when their clients are searching. Think of yourself going to a shopping center to buy an outfit. You might walk in and out of 15 different stores before you finally settle on the item of clothing you wish to buy. Online is no different. People click in and out of ads looking for what they feel is the best website (and ultimately company) to service their inquiry. We know through experience that a client needs to receive no less than 10 clicks per day in order to achieve 1-2 inquiries. So in order to gain those 10 clicks their daily budget needs to be = (10 x the average cost per click) of their keywords. So if we use the example of an electrician in San Francisco, Google currently charges on average $6 per click, so your client would require a $60 per day budget to get 1-2 calls per day. Google split tests the ads they show to your audience to determine the best performing ad to display. Because of this you will always have no less than 3 ads per ad group to enable enough options for Google to select between.

When dealing with a Smart Digital Agency the simple answer is yes. Effective promotion requires an effective platform. Therefore, reaching out to the best Google Ads Experts is necessary. Henceforth reaching out to the smart google agency is the way to go. Thus, one of the leading most important places to promote is through google adverts. There is an abundance of things that can be done through google adverts. It’s more than just displaying an ad for the people to see. It’s a whole new world of exciting promotions including, keyword planners, ads editor, ads manager, reach planner, etc. Through Google ads, it is important to understand that every unique need is satisfied. It is made in such a way that it is easy to control and easy to promote. Advertisement is placed according to the segment that has been targeted. They are quite effective where the selected target audience is reached. This means that no excess or waste of work is being done. The service of google ads is worth the spend if the clicks from the users are actually genuine. This smart digital marketing works with the specific placement of the advertisements, this actually becomes very effective. Here, the AdWords platform is run which is mainly based on pay-per-click advertising. Google ads are quite safe, if that is the main concern. The advertisement directly links to the company’s page when clicked. It takes the customers to where they want to go, so long as everything is properly executed. Now, the money spent should be linked to the overall benefit that is being offered. It is important to see that google ads run on pay per click aspects, so there are different costs linked with different types of ads. The cost can go from anywhere around $2 to $50 and more. This solely depends on the needs of the advertiser. We provide services of google ads for small businesses. Here the main issue arises of whether this works on small business or not. The main purpose of google ads is to promote small businesses. With pay-per-click aspects, small businesses have a greater chance of being promoted. The more expensive the advertisement, the more clicks the business will get. Some confusion may arise as to whether google ads and AdWords are the same. While they may seem similar, AdWords focus on keywords and per click promotions, which google ads are there to promote the business by displaying ads. Everything for a new start-up could need, google ads is a smart way to kick off the business. The companies that utilize Google Ads use to target users by 2 major networks one is the search network and display network. The searching network also includes pay per click ad. Within this bid are placed by the advertiser on keywords. Keywords are related to the business of the advertising company. In this way, companies get the chance to show ads to users when entering keywords into Google while doing the searching. Pay-per-click is basically the paid search. The Display network proposed advertisers the ad options to put the visual banner-style ad on site which is the constituent of the Display network. There are about 90 percent of global internet users who are using the Google Display Network. This is a massive potential audience. After setting the Google AdWords account the AdWords account should be structured properly. The good effect occurs through logical account structure on multiple vital PPC metrics, like Quality Score. By confirming that there is a proper structure of AdWords account there are multiple advantages such as: Higher Quality Scores (hence cost per click is less) Optimization and maintenance of account is easy Traffic and clicks are relevant

The world of social media is where real promotions take place. Facebook ads experts here are ready to fulfil every single one of these needs if the clients. Facebook ads are usually purchased on an auction basis. Here the advertisers are charged on the basis of actions, impressions or clicks. When these ads are purchased, then they are delivered all over Facebook. They are also shown in the Facebook News Feed where more and more people get to see them. They are presented in two ways, sponsored stories and advertisements. Smart digital marketing includes Facebook advertisements that are essential for further promotions. This smart Facebook agency looks to help its clients get the best ads based on users and their searches. A selected audience is targeted and the advertisement is promoted to them based on their searches. Facebook ads are safe, and especially the users are kept safe. Community standards are met and that is why the advertisements are completely safe. We as a Smart Facebook agency know these standards and work to place the best advertisement. There are over a billion people on Facebook. There could not have been a better way to reach these people. It is efficient and leads to results. Facebook ads can also be pay per click. This depends on the advertising strategy that has been chosen. The company will be paying if people click on the advertisement and that is how efficiency is made. Now the main question of whether Facebook ads are for small businesses. Facebook ads for small businesses are key to their success. A company that is not being shown on the top social media website, is going to be overlooked by the customers. People look for the best company to purchase from, they look for the cheapest. If a small business provides all of those things but does not promote on Facebook, then they will lose on 1 billion potential customers. This might all be purely hypothetical, but it is important to understand. People need to see change; they need to see a company that gives them all they want. Showing them that they have a strong Facebook presence would be essential. Promoting everywhere and using smart digital marketing strategies to take the business further, is the key to success. The advertisements might be expensive, they might be linked to pay-per-click, but they are also effective. In the present era so many businesses use their Fb pages appropriately to attain their follower and to let them know that they belong from the same community. Through this, they provide direct communication and interaction chance to the customer and construct the sound image of the brand. In this way the loyalty of the customer also maintains. Fb ads provide companies the top-notch opportunities to attain audiences. Through this growth increases along with the increased rate of retention rate. This upsurges sale. This all done due to the correct usage of Fb ads for better relationships. Though these ads on Facebook are relatively cheaper they are worth a lot. These ads aids in providing the business a great height. Though results cannot be generated in a few nights it takes some time to establish a position. In case the company invested the proper time then eventually success will be the result. Fb ads aids in augmenting the content reach. This option of attaining more and more customers is not only practicable but easy too for boosting the marketing strategies. Duplicate ads can also be created which aids in targeting the other segments of the audience.

Don’t fear the complicated word search engine optimization. It is merely as simple as they come. We are an SEO agency that also looks to benefit our clients by helping their business grow. This marketing tool is simple, yet it helps achieve one of the most important goals. Search engine optimization makes sure that the website of the business is listed in the top search results. How many times must you have gone to the second page of Google to look for something? Exactly why we are SEO experts and we help the business stay on the top page and search results. SEO does cost money as every form of advertising does. Keeping the current costs in perspective, in 2020 costs around $750-$2,000/month. This is based on the project. If a project is one time, then it will range from $5,000-$30,000. It might seem pricey but it’s worth it if the results are seen and the practicality measured. SEO does matter actually; it is one of the most important ways for smart digital marketing. When people like a product, they immediately want to understand more about the company. The first thing they do is search up companies that provide the same but at a lesser cost. SEO experts here help the company be the one the people click on. SEO for small businesses is also important. It is the line between success and failure. A small business will always be at the bottom if drastic marketing measures are not taken. SEO and PPC also have a strong link. They are both marketing tools and using them together increases the chances for greater and effective advertising. More advertising helps people see the company in the top searches and that is what people look for. If they see a company popping up everywhere, customers will look for that company. SEO companies are definitely worth it and there is no questioning there. Professional who knows how to handle work and promote the business in the right way, there can be no mistake made with promoting the business. SEO keywords are also an important function here. These are phrases in the web content that ensure that people find the site. Whichever keyword matches the search, the website is going to be listed in the top searches. Henceforth, SEO and SEM (search engine marketing) should be done with the help of professionals to make sure the website is well optimized for search engines. For the brand, there are limitless opportunities related to brand equity and awareness. Through the digital world, there are countless options for exploring the goal of attaining inclusive organizational goals. SEO is included in those approaches which aid in companies at the competitive advantage. Through SEO organic search engine results are attained due to qualitative and quantitative website visits. The company needs to learn how SEO can benefit them. SEO helps in enhancing user experience. SEO is now gaining so much progress and have become the essential rudiment of many businesses. This aids in enhancing the sales within the business in so many ways. It is the Primary Source of Leads Aids Establish Brand Awareness Carries Higher Close Rates Cause Higher Conversion Rate Construct credibility of Brand Endorses Improved Cost Management Enduring Marketing Strategy formulate online Marketing Activities Synergy Helps in attaining Market Share Progresses Website Speed Promote Local Users to go to the brand’s Physical Store After the Search Put the company on a competitive edge Safeguards Website Mobile-Friendliness Upsurges Brand’s Followers on Social Media

The word might seem technical, as it should be. This process is a complicated one, thus it is better left in the hands of professionals. Conversion tracking is a tool that allows the user to see what happens when the customer makes the first contact with the advertisement that has been promoted. When a customer completes an action such as, purchased a product, called the business, downloaded the application or signed up for the newsletter, these actions are known as conversions. Companies need to define these actions as valuable to be known as conversions. Conversion tracking google ads means that the user needs to see when happened after the potential customer clicked on the ad. They would want to see that action the customer took, such as did they purchase the product? Conversion tracking Facebook is done in the same way. Here on the ad’s manager report, the data is shown as to what actually happened after the person clicked on the advertisement. Conversion tracking Instagram is done to know how much traffic the advertisement is generating from the promotions. Smart digital marketing includes all these things. Conversion tracking is a major part of it. To know if the advertisement is actually successful is important. In order to not waste time and money and to use resources elsewhere, conversion tracking is important. This is done with the help of a conversion tracking code that tracks the activity of the user on the site. This code places a cookie on the device of the user when they interact with the advertisement. This aspect of conversion tracking is also important on other social media websites such as Twitter. To know whether the person has come to the website from Twitter and how they interact, conversion tracking is necessary. This complete process helps identify customer behaviour and increase the understanding of the person. Advertising is more than just promotion; it’s based on actions and behaviours and then reimplementation and restructuring before the final strategy is set. Getting to know the customer through conversion tracking and using resources in a better way is how businesses are born. Using conversion tracking on google ads, AdWords, Facebook, Instagram, Twitter, etc., are all ways to know if the PPC is working and whether the resources are being used efficiently or not. It is an important part of the promotion and a valuable way to take the business to greater heights. Descriptive and properly written ad copy is the surreptitious ingredient for high converting keywords. In case some keywords are not playing the top-notch role than it is necessary to work and perform an experiment with keywords and then look at the effect. Conversion tracking enlightens website improvement. Conversion tracking is essential as due to its absence every change within campaign approaches are shots in the dark. It aids in giving the right direction. Conversion tracking data campaign's performance proof which helps the development of the campaigns. Insufficient website content includes the low converting keyword. When the user visits the websites by clicking the ad sometimes expectations aren’t met. Well written and helpful information on the website is a source of attaining users. Conversion tracking has the option of optimization for enhanced performance. For every business, it may fluctuate as one formula cannot work for every business. It all requires effort and courage to increase conversions which ultimately results in a fruitful outcome for the business. It generates transparent data which display the outcome direction and progress multiple growth opportunities.

What are Instagram Ads and more importantly, are they truly effective for SME's in 2020? When working with a Smart Digital Agency like RankingCo - absolutely.