Retargeting Stats 2019 You Can’t Just Ignore

If these retargeting stats 2019 are anything to go by, you’d find it impossible to ignore retargeting as an essential part of the overall marketing mix for your business.

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If you are already doing PPC advertising such as Google Ads, Facebook Ads, Quora Ads, LinkedIn Ads, and Pinterest Ads to get traffic from targeted audiences for your business, retargeting is something that you just can’t ignore.

Since more than 90% of all your visitors actually leave without doing anything on your site (for whatever reason), the onus is on you (or your marketing team) to get these visitors back to:

There are various ways you can do retargeting and there are several platforms such as Google Ads (Including the Google Display Network and with features such as using Remarketing Lists For Search Ads). Or you could do retargeting on Facebook, On LinkedIn, and by using Quora Ads too.

Even if you aren’t planning to use Retargeting right away, you’d have to still build & manage audiences for retargeting (on any or all of the platforms available to you) since you’d essentially need these audiences (created within platforms such as Google Ads, Facebook Ads, and Quora Ads) to use whenever you are ready.

Remember that you’d need dedicated campaigns for retargeting — such as using dedicated landing pages for retargeting offers, separate sets of ads (and creative), and more.

To launch successful retargeting campaigns, you’d have to do more than just throw money at the wall and then spray and pray.

Also Read:

How to Start Retargeting Like a Champ

7 Cardinal Rules For Retargeting You Should Follow

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39 Best Facebook Ads Resources That’ll Make You a Pro

39 Best Facebook Ads Resources That’ll Make You a Pro

Facebook Ads aren’t as straightforward as it might look like. That’s why you need a constantly updated list for Facebook Ads Resources covering everything you need to know. For several business owners, advertising on Facebook still feels like donating untold sums of money to charity or maybe even gambling. 

That’s because to do Facebook ads right, you’d need: 

  • A good online presence (what happens when your prospects want to take a peek behind your ads? What if they set out to see who you really are? Do you have blog posts? Do you have a social presence (besides Facebook, of course)? 
  • Great offers as a starting point for your landing pages & sales funnels (and that is assuming you have sales funnels in the first place). 
  • A certain plan, a structure, and a method to how you do your Facebook Advertising (No, setting up and launching campaigns willy-nilly doesn’t count). 
  • Time, resources, and money: No one succeeds with Facebook ads by launching a campaign for a few hours, a few days, or even a few weeks. Facebook needs time to make your campaigns work (and anyone who told you otherwise is an idiot). 

Earlier, I wrote about why you should focus on Facebook ads, that it’s not a magic wand (and you’d do better if you set your expectations right), several examples of Facebook Ads done right, and more. 

But learning never really ends, does it? There are so many awesome resources out there for you if you set your mind to learn the nitty-gritty of Facebook ads, as it were. Here are several resources you can make use of to master the art of Facebook Ads.

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Facebook Ads

Just starting out with Facebook? It helps to dig into basics right away before spending your pretty penny on Facebook (because you’ll crash and burn, that’s why). Understand how Facebook advertising works, what you need to get started and more: 

Read: A Step-by-Step Guide to Facebook Advertising For Beginners  By Shopify

No, Facebook advertising won’t make you rich right away (or maybe it will, but that’s not for me to say). Set your expectations right when you are about to get started with Facebook Ads. Not setting the right expectations will lead you onto a road where there’s no end, tons of despair, and only oodles of disappointment. 

Read: What to Expect From Facebook Ads (Is FB Ads Right For You?) By fetchprofits

This “always current” blog post from Adespresso gives you a complete picture on just how much Facebook Advertising costs (across geographic regions, types of ads, targeting, placements, and more).

Read: Understanding Facebook Ads Cost: 2018 (& 2019 Benchmarks) By Adespresso

While you are on the topic of Facebook Ads costs, it might make sense to quickly go through a few tips to spend less and make more from your Facebook advertising campaigns: 

Read: Facebook Ads Expensive? Top Tips to Spend Less & Make More  by fetchprofits

Still wondering about Facebook Ad costs? 

Alfred Lua of Buffer has gone into more detail about How much Facebook Ads cost (per country and more), and about how Facebook’s auction system works, all in a bid to help you understand how Facebook charges you for campaigns.

Read: How Much Does Facebook Advertising Cost? The Complete Guide to Facebook Advertising Pricing

Chances are that you might have already launched Facebook ad campaigns. There are also chances that your ads might not be working the way they should.

The team at Falcon sat down with David Lorentzen to delve deep into a few aspects of Facebook ads you shouldn’t have missed in the first place such as to read deep into Facebook data (& Analytics), making strategic choices, mastering the art of targeting on Facebook, and more. 

Read: The Evergreen Guide to Launching a Facebook Advertising Strategy by Falcon (@FalconIO) 

Thanks to the over expectations of small business owners (agencies and freelancers have a large role to play in this), Facebook ads (and also Google Ads and Quora Ads) are expected to be some magic wand. Like, launch a campaign and get rich in a week flat.

That’s not going to happen. So, as far as Facebook ads strategy is concerned, don’t ask for too much. 

Read: Facebook Ads Strategy: Don’t Ask For Too Much by fetchprofits 

As the team at Adespresso puts it,

“Running ads on Facebook can make your entrepreneurial dreams come true or can be a nightmare. It all depends on your Facebook Advertising Strategies.”

To succeed with Facebook ads, you need a business and marketing strategy. Oh, you also want tons of ideas constantly shifting in your head. To start with, there are at least 12 ideas to make your Pay Per Click campaigns on Facebook work harder. 

Read: Facebook Advertising Strategies: 12 Facebook Pay Per Click Ideas for High-ROI Campaign  by Adespresso

There’s nothing like a little inspiration for your Facebook Ads every now and then.

Plus, you’ll also learn a lot about how to use visuals (images), carousels, videos, and write killer copy for your ads. Heck, you could just steal this stuff and make it your own (for your brand, your offers, and for your campaigns). 

Here’s some inspiration going for you: 

Read: Facebook Ad Examples That Hit the Ball out Of The Park 

If you are aching for even more inspiration than just a few blog posts (such as those listed here), you can also check out Adespresso’s Facebook Ad Examples and Facebook Ad Gallery


Reaching out to your ideal audience on Facebook is possible. But to do that, you’d need to not only manage your audiences better but also manage your budget. 

Your budget could evaporate, however, if you don’t pay attention to a few things such as not targeting too big a target audience, not excluding audiences you should have excluded, forgetting all about lookalike audiences, or not paying attention to the powerful strategy that retargeting is. 

Maria Toft from Falcon has a crispy post on avoiding Facebook ad mistakes below. 

Read: 5 Typical Facebook Ad Mistakes That Are Hurting Your Budget by Falcon (@FalconIO)  

Not all Facebook ads are built equal. Depending on your business, use cases, objectives, and the stages of the funnel your prospects are, you’d have to use different ad types available on Facebook. Here’s some insider input on Facebook creatives & when to use them: 

Read: Facebook Creative That Converts (How & When To Use Different Ad Types) by Shopify

At some point, provided you kept working on your Facebook ads, a time will come when your problem will be to scale up your campaigns. Here’s a post on Shopify that helps you learn how to expand your target audiences, building your funnels, segmenting your audience, and more. 

Read: How to Scale Your Facebook Ads (While Maintaining a Healthy ROAS) 

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Facebook Lead Ads

Looking for basics on Facebook Lead Ads? Too much information online about Facebook lead ad basics bothering you? Read up on this comprehensive post by the teams at HubSpot and Buffer and get started with Facebook Lead Ads Already 

Read: How to Setup Facebook Lead Ads by HubSpot 

Running Facebook Lead Ad campaigns is not enough. Facebook connects with a few popular CRM tools and email service providers. If you are not lucky, however, you’d need to import your leads manually.

Thankfully, you have smart ways to dynamically import leads to your email marketing services providers such as Drip, ConvertKit, or MailChimp. 

Read: Top Options to Connect Facebook Lead Ad Campaigns To Your CRM 

Facebook Video Ads

It makes sense to learn about Facebook Video Ads from a team that has created software to build Facebook Video ads (among others).

The team at BannerSnack took the trouble to go deep into how to create and launch your Facebook Video Ad campaigns including information such as how to create campaigns, the video formats you should be using, and more. 

Read: Step-by-Step Guide to Create & Launch Facebook Video Ads By BannerSnack 

Looking for a complete guide on Facebook ads by people who practically live, eat, and breathe Facebook video ads? The expert team at Adespresso created this guide (everyone needs this stuff) for Facebook ads (for marketers and entrepreneurs alike). 

Read: Facebook Video Ads: The Guide Marketers are Looking For (Strategies Included)

If you are launching Facebook ad campaigns, using video ads for Facebook is a no-brainer.

Hey, if you don’t have big Hollywood budgets and roving teams with tripods and cameras to do videos for your business? You don’t need that. 

There are video creation tools that you could use to create regular videos (for Youtube, For your online courses, or for creating videos as lead magnets), here are some specific Facebook video ad creating tools you could use right away

Read: How to Create Facebook Video Ads (& Not Break The Bank) by fetchprofits

You don’t wade into the Facebook Video Ad waters without hearing from the experts on Facebook Video Ads best practices first.

The team at Falcon has a few tips on Facebook video ads best practices for you first such as the need to grab attention earlier, to make a good impression with your brand, focusing on sound-off views, and more. 

Read: Facebook Video Ads: 15 Essential Best Practices for 2019 By Falcon 

Need some inspiration for Facebook video ads? Karola Karlson has painstakingly put together several Facebook video ad examples for you to be inspired from. If that’s not enough, Karola also has another 142 best facebook ad examples.  

Don’t ever complain that you don’t have resources for inspiration now, will you? 

Read: 21 Facebook Video Ad Examples (2019 Guide) by Karola Karlson 

Facebook videos get over 8 billion views, on a daily basis collectively. Now, let that sink in for a moment.

Instead of scratching your head about what kind of videos to create for your Facebook Video ads, the team at Connect.io has made it easier for you by showing you not just examples of Facebook Video Ads but also several reasons why those Facebook ads worked. 

Read: 10 Great Facebook Video Examples (+17 Reasons Why They Worked) By Connect.io 

Instagram Ads, Instagram Videos, Instagram Stories (Ads, Tools, & More)

Shopify has some of the best guides for “almost everything” when it comes to e-commerce. But staying on the point of Instagram advertising, their beginner’s guide to advertising on Instagram has a nice ring to it if you are trying to promote an e-commerce store. 

Read: Beginner’s Guide To Advertising On Instagram, By Shopify  

The more you learn, the more you earn (that’s the adage). This 6-step guide on how to advertise on Instagram is as crisp and short as it can get when it comes to Instagram advertising. Coming from a social media behemoth of a tool, you can take it with eyes closed. 

Read: How to Advertise on Instagram: A 6-Step Guide to Using Instagram Ads by HootSuite 

You don’t just want to launch Instagram ads and leave it at that. With more than 1.7 billion accounts using Instagram stories and with more than 500 million users latching on to Instagram stories every day, you want to be sure to improve your results while you are at it. 

Read: Instagram Stories Ads: How To Improve Your Results By Social Media Examiner  

Using Instagram for your business isn’t just about using an app — there’s an entire ecosystem out there — from Instagram regular feeds to Instagram stories; from posts with captions to IGTV. How do you make sense of all of this while you are out and about? Shopify has a post on it. 

Read: How to Make the Most of Instagram Video, With Posts, Stories, & IGTV by Shopify 

With so much to do with Instagram (and then to run your own business, you’ll need the help of some amazing tools to create your Instagram stories and to power up your Instagram game in general with snazzy videos, Instagram updates, and more. 

Read: 17 Instagram Stories Design Tools To Power Up Your Instagram Game 

Facebook Ads for eCommerce

You could do all the tootsie stuff like writing blogs, getting on social media, answering questions on Quora, trying to work on your SEO, and whatever. It makes sense to do this for a blog or an online publication. 

What do you do when you sell products on an e-commerce store? All this work can take you time, but you just don’t have enough of it.

You’d stand on top of a building and shout, but I don’t think you are going to do it anyway.

Read: Facebook Ads For Shopify Stores: How to Sell Smart, Forever 

Dynamic Product Ads on Facebook are hot. They were built specifically to promote your eCommerce stores and it’d be a shame not to use the power of simple automation and Facebook’s targeted reach along with smart linking to your eCommerce Store (such as Shopify).

The team at Adespresso has a succinct guide on how to use Facebook Dynamic Product Ads for eCommerce. 

Read: A Beginner’s Guide to Facebook Dynamic Product Ads For eCommerce 

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Facebook Messenger, Chatbots

More than 66% of Facebook users use Facebook messenger daily. From a marketing perspective, it’s a rush of gold for you to make use of leading to a higher-engagement selling scenario. 

Read: 27 Mobile Messenger Statistics That’ll Change The Way You Think about Marketing By MobileMonkey 

With more than 1 billion+ users and counting — and given that almost everyone is on the messenger platform — your Facebook messenger chatbot invariably becomes a valuable tool for you to consider for a wide variety of use cases — starting from customer support all the way to help you make sales. Looking for specific use cases for Facebook Messenger Chatbots? 

Read: Top Facebook Messenger Chatbot Use Cases That Rock 

Facebook Messenger has 80% engagement rates and 4-10 times higher CTRs than email marketing. With more than half of the entire Facebook’s user base lounging for more than 4+ hours on the platform, the Facebook messenger is literally a money maker for your business.

Read: Facebook Messenger: It’s The Moneymaker you are Ignoring

Facebook Ads A/B Testing

Split testing your Facebook ads gives you a way to make smarter decisions minus your own judgments or preconceived notions. In effect, you’ll make data-driven decisions thanks to split testing or A/B testing as it’s called. Adespresso has the simplest guide on Facebook Ads Split Testing so far. 

Read: Facebook Ads Split Testing 101 By AdEspresso 

A/B testing makes sense at the gist of it, but then it’s not for everyone and there is a certain time and place for it. Split testing is part science and part art and you just have to know when it use it and when not to.

The team at Wordstream has put together a helpful post on when to (& when not to) do split testing for your Facebook ads. 

Read: When (& When Not) To Use Split Testing For maximum Impact

It’d be nice if we were living in a fairy tale and all that you had to do was to click on a button and your campaigns will roll out to make you rich.

That’s not the case and Johnathan Dane of KlientBoost knows that better than anyone else. So he created this mammoth of a 121-point split testing guide for Facebook ads so that you don’t make any mistakes when it comes to split testing your Facebook Campaigns. 

Read: Facebook Ad Testing: The 121- Point Master Guide

Want a truly authoritative spin on A/B testing Facebook Ad Campaigns? ConversionXL is where you should be headed for something like that. Andrew Hubbard went on to write a definitive guide on how you should structure your Facebook ad campaigns for A/B testing, how to organize your split tests, and more. 

Read: A Crash Course on A/B testing Facebook Ad Campaigns

Knowing that you have to do split tests or A/B tests is one thing; actually knowing where to start is a little harder than that.

The team at Connect.io provides about 23 different split test ideas you can steal from and make it your own so that you launch your A/B split tests with confidence. 

Read: 23 Simple Split Tests To Optimize Your Facebook Ads

Following the post above by Andrew, Alex Birkett wrote another humongous post including everything you ever needed to know to do your A/B testing well. Whether you are a beginner or a pro, Alex goes all the way to ensure that you know how to do A/B tests, the tools you’ll need for A/B testing, reading results from your A/B tests, and more. 

Read: A/B Testing Mastery: From Beginner to Pro, In a Blog Post

Facebook Bidding, Audience Management, & More

I mentioned earlier that Facebook ads is not some magic wand. You can’t expect to get results without putting in the work.

Wondering what kind of work? Andrea Vahl has a post on how to use Facebook ad bidding to help you reach your campaign goals for less money. 

Read: How to Use Facebook Ads Bidding 

Facebook Ads work only leads to more work. Facebook campaign bidding management and budget optimization is a herculean task and the team at Naytev has a compact, easy-to-understand, and possibly a fun way to learn all about Facebook campaign budget optimization along with best practices. 

Read: Facebook Campaign Budget Optimization Made Simple: A Step-by-Step Guide & Best Practices

You can always learn the basics. You’ll only do better when you go beyond and hack into “hacks” if you know what I mean. Understand how Facebook bidding works, learn to manage your Facebook ad campaigns like a pro, and by the time you are done with Karola’s post on Facebook bidding management, you are sure to be a pro. 

Read: Facebook Ads Bidding: 54 Tips, Hacks, and Methods to Know by KlientBoost

Do you know of any more resources for Facebook Ads, Facebook Stories, Instagram Ads, Instagram Stories, Facebook video ads, Facebook bidding management, Facebook retargeting and more? Comment below and let me know.

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How To Make Google Ad Campaigns Work (& Get Results)

How To Make Google Ad Campaigns Work (& Get Results)

If you just wrote up a headline and a bunch of text for your Google Ads, you might get impressions and clicks but that won’t do anything good for your business.


Writing Google Ads in a way that works for your business is part-art, part-science, and a whole lot of strategy (not including the monstrosity that Google Ads is as a platform).

Here’s the thing with Google Ads (or Facebook Ads or any paid ad platform for that matter). While you do your fair share of mistakes or don’t take any action at all), you’ll continue to spend on your ads. That’s money lost. It’s also a huge opportunity cost.


As a business, it doesn’t make sense to throw away money and opportunity down the drain now, does it?

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Here are a few solid ways to make your Google Ads work harder.

Be Strategic About It (No Spray and Pray)

You know what most advertisers do with Google Ads? They set up their Google Ad campaigns, launch these campaigns, and wait for potential customers to click through those ads to make a purchase right away.


When was the last time you sat with a credit card in your hand ready to purchase anything that you’ll find through an ad?

Never.

That’s now how people make purchases (and those random purchases that might happen don’t count). Customers have a journey they take when it comes to making purchases.

First, they are made aware of your brand (and your p[roducts) through your ads. Then, they’ll think about it. They’ll sit, ruminate, discuss, plan, compare, read up, do some research, and then think some more. Then, they might buy.

What do you about it until they are ready to buy?

The only way to make sure they buy from you is to build sales funnels. If you are an ecommerce store, for instance, give away a discount coupon (delivered as a welcome email by using an email autoresponder).

So before jumping in with hands, feet, and a wad of cash, do this: Think about:

  • What are you going to offer (your customers need that nudge. Something to persuade them to take action).
  • How do you plan to communicate your offer? (Ads & landing pages)
  • How you are going to deliver what you are going to offer (email message? Onboarding series?)

When you do manage to get the attention of your potential customers and then have them signed up, nurture your potential customers with email autoresponders (use Drip or Mailchimp) and wait for the magic to happen.

Build the Right Workflows (Ads, Landing Pages, Email Autoresponders)

As mentioned above, you’ll need sales funnels (er, to make sales happen). Don’t expect people to buy the moment they land on your store.

The exact kind of workflows you’ll build will depend on your business type, the offers you’ll make, whether or not you have other products to upsell or cross-sell, and more.

Here’s how a typical workflow might look like, for an ecommerce store:

  • Create an ad that announces your product with a “Grab the discount” call to action.
  • When users click on this ad, they arrive on a landing page that helps showcase your product along with a button that users can click to sign up for the discount.
  • Once they sign up, an automatic email (delivered by Mailchimp or Drip or others) welcomes them to your store and delivers the coupon.
  • Several more emails will follow the first email to nurture your potential customer until they are ready to buy.

Watch this Video If you are wondering how to setup email autoresponders using Mailchimp.

According to Jonathan Dave of Unbounce, once your Google Ads account has been set up properly 90% of your improvements will come from only from your landing pages.

Make Google Ads Relevant

When users search on Google, there’s an itch they want to scratch. They have a problem and they are looking for solutions. On your part, it’s not enough to “outrank” your competition or bid higher for keywords.

What you really need is a way for your ads to be highly-relevant for what your users are searching for (as long as it’s your business to solve their problem).

According to Google,

In Google Ads, “relevance” refers to how useful your information is to your customer’s search. When determining relevance, we look at several things within your account, including your keywords, ads, and landing page, and we consider how closely related they are to someone’s search term.

  1. Your keywords are phrases that you think people might use to describe your product or service.
  2. Search terms are phrases that people search for.
  3. Your ad is the advertisement that can appear on a search results page.
  4. Your landing page is the web page that you want people to land on after clicking your ad

Remember that with Google Ads, you don’t have to get clever or smart; you’d just have to be relevant.

Your customers are looking for “Accounting experts”. Be sure to add “accounting experts” in your ads.

Are they looking for black socks? Then, include black socks. Like this ad by Blacksocks

Go easy on Locations (Don’t Pick Countries)

What do you normally do when you start a Google Ad campaign? You’d choose the type of campaign and the location, won’t you?

For most businesses, choose a “country” is an overkill, as far as Google Ad Campaigns are concerned.

Instead of choosing a full country, you are better off if you choose:

  • A single city or town (especially if you are a local business).
  • A marked area defined by local pin codes or a radius of a few miles.
  • The top 5 biggest states, towns, or cities (when you choose a country)

More often than not, you won’t need to start your Google Ad campaigns with an entire country (or more than one country), especially when you are just starting out.

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Be Choosy With Audiences

You should always have a broad and dedicated campaign with the objective of getting traffic to your landing pages. You can target your potential customers in a particular location (you can still dial it down as explained above).

What works even better (on top of the general campaign above) is a campaign that’s a lot more specific and targeted. Using Google Ads features such as:

  • Audiences
  • Custom Affinity audiences
  • Lists of audiences similar to your existing customers
  • Lists of specific audiences that visited your website (or specific pages of your website).
  • In-market audiences (for specific categories)
  • Shopping cart abandoners

Keep one or two campaigns broad and generic. Make sure the rest of your Google Ad campaigns are more targeted and specific by using audiences and lists above.

Use Your Competition (Competitor Targeting)

Chances are that your business isn’t a monopoly. If so, you have your competition to deal with. Instead of sitting there and worrying about competition, use your own competition to your advantage,

Take the case of email marketing providers, for instance. There are several players in the market such as Mailchimp, Drip, and others. The chances are that users are going to type in a specific brand or email marketing tool into the search bar.

If you type “constant contact” into the search bar, here’s how other brands (such as Percolate, Campaign Monitor, and Zoho) who’ve used competitor targeting strategy on Google Ads will show up:

Image Credits: Adespresso.com

But then, it makes sense to be a little careful with your competitor strategy on Google Ads. Stay mindful of legalese, trademark infringements, and more. Brad Smith of Adespresso has a lot more to share about Google Ads Competitor Strategy.

Use Branded Keywords (Stay on top)

If your brand is popular, it doesn’t mean you sip pina colada on a remote island. Use your brands popularity to your advantage. When customers are using your actual brand name while searching on Google, you don’t want to show up somewhere on the 7th listing on search results. Instead, you want to show up right on top.

Here’s what you get when you type “Unbounce” or “Unbounce landing pages”.

It’s usually cheaper to bid on your own brand name. You also get to stake a flag in the ground and mark your territory for good (Hint: use your brand name as a keyword and use top of the page bids).

Plus, the search volume is usually low compared to more generic keywords that your business relates to. For instance, people searching for “unbounce” will be far less compared to “landing page builder” or “landing pages” — which are both slightly expensive keywords to bid on.

Leverage Google Ads Dynamic Text Features

You could use several different ways to make your Google Ad text dynamic (and hence more relevant). These are smart ways to change your Google Ad Copy text with variables depending on user input.


Within Google Ads, you have several ways to use Dynamic Text by inserting a special character ({) where you want the dynamic text to appear (for most cases below).

For Instance, you could:

  • Use Countdown feature (to bring in FOMO and trigger user action). The countdown feature in Google Ads allows you to use both the COUNTDOWN (Counts down to a set time, adjusted to the timezone of the person searching) and GLOBAL_COUNTDOWN (Counts down to a “global” time consistent with your account’s time zone. If the ad says “ends in 4 hours” in California, it will also say “ends in 4 hours” in New York) feature
  • Deploy Ad Customizers: Specific parameters that’ll change within your ads ( such as products, prices, inventory count, features, etc.).  To do this, you’d first need to create attributes and ad attribute data
  • Dynamically Inserted Keywords: Automatically update your ads with the keywords in your ad group that caused your ads to show (as in the example below) by inserting the target keyword in the following format: {KeyWord: Chocolate}

Image Credits: Google Ads

Use Google Ad Extensions (all of them)

It’s horrendous to see a Google Ad campaign without those Ad extensions. When you use Google Ad extensions, you get:

  • A chance to add a little more content (and context) to your Google Ads.
  • Free, expanded real estate for your ad when it shows up on search.
  • Give users a lot more information to bite on.

It takes all of five minutes to add your Google ad extensions (either on the campaign level or on the ad group level) and it helps users with more information and context while they see your ad. Plus, you get to occupy a lot more real estate when your ad shows up on search results.

Use CTA (within your Ad Copy)

You do know the AIDA model of advertising, don’t you?

AIDA → Attention. Interest. Desire. Action

Image Credits: SmartInsights

Most businesses and advertisers forget the “Action” part of the AIDA model while they write Google Ads.

Awareness does happen. There’s some interest there (since Google Ads are triggered on intent-based search anyway). Hopefully, your ads invoke desire. But where’s the action?

“Get 10% Off”’

“Sign Up Now”

“Grab The Limited-time Deal”

Not that hard to write, right?

Michelle Morgan of Wordstream has a handy little graphic that gives away some of the best calls to action snippets that you could use within your Google Ad copy to lend a sense of urgency, to invoke some action, and to boost your Google Ad CTR (Click through rate)

Go ahead. Copy that. Use these Calls to Action at the end of each ad you create.

Choose Bidding methods Wisely

Before you get anywhere near Google Ads bidding strategies, it’s critical that you consider your objectives. What do you plan to achieve with your Google Ad Campaigns?

  • Are you interested in reach and branding?
  • Do you want to generate traffic to your website?
  • Do you want potential visitors to take action on your site? [ Sign up for a lead magnet, a newsletter, a free trial, etc?]
  • How about making potential customers call you?

If your business depends on Inbound calls from potential customers:

Learn more about why Call tracking is crucial and how you lose if you don’t use it.

Find out why Call Tracking is Absolutely Necessary

8 Call Tracking Tools You Should Know About

When you get down to it, manual CPC gives you complete control over bidding management. All other bidding strategies

Google Ads allows you all sorts of bidding methods starting from Manual CPC (Manual Cost Per Click).

There are especially two bidding strategies (manual) that are focused on getting you more clicks from your ads: Maximize Clicks and Manual CPC.


Other types of bidding strategies are mostly automated such as enhanced CPC, Target CPA (Cost per Acquisition), Target ROAS (Return on Ad Spend), and Maximize Conversions.


Depending on your strategic goals, you also have other bidding strategies such as Target outranking share, target search page location, and more.


Read more about Google Ad Bidding strategies

Brad Smith of Adespresso has a helpful and detailed guide on Google Ads Bidding Strategies.

It’s complex to choose the right strategy. For that reason, it really helps when you are clear about your goals and what you intend to do with Google Ads.

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Facebook Ads Marketing Strategy: Don’t Ask for Too Much

Facebook Ads Marketing Strategy: Don’t Ask for Too Much

For most people, there’s no Facebook Ads Marketing Strategy — there’s only trial and error (more error than positive trials). It’s tempting to create Facebook ads and send all the traffic to a landing page with a yellow (or is it red?) shiny button which says “Buy Now”. Asking for the sale way too soon in your marketing actually backfires more than you know.

Eager to get some sales in or to show some ROI for the Facebook (or Google) ad spend, it’s easy to understand why so many business owners and marketers do this.

I even wrote an entire blog post on why you are sucking all the potential out of your campaigns when you aim for making sales with your landing pages.

Note: Not that you can’t, because you can. Leadpages even has direct integration with Stripe to let you make sales straight off landing pages. Even with Unbounce, you can easily add code or use a link (with a button) to push sales or to cross-sell products within a flowing funnel.

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Just because you can, doesn’t mean you should. Here’s why:

Asking for a Sale is Too much to Ask

If you went to a bar, saw someone attractive, and if you asked for marriage, would it ever work? No.

Asking for a sale the first time someone sees your ad on Google or Facebook is like asking for marriage on a first date. (Read: It won’t ever work).

How then do you assume that asking for the sale right away (from your first campaign on Facebook or Google) would ever work? What do your customers know about you (or your products and services) that they’d actually sit with their wallets in hand?

Before they buy from you, they need to be sure that you have a solution to their problem.

To get there, they’d need a taste of what you can do (or what you offer), at least a little social proof, and enough time to make these buying decisions (and that’s why you need email marketing autoresponders to keep nurturing your potential customers until they buy, and then some more).

Cold traffic doesn’t buy

How do you think anyone would ever make a purchase when you are shooting ads at completely cold traffic?

Granted that you can choose to target very specific audiences with Facebook ads.

Google allows you several different campaigns (including Google Shopping ads and ads on the Google Display Network). You could implement retargeting as well.

But no matter what you choose to do, remember that there’s no way you can build a sustainable sales strategy out of your marketing efforts by launching campaigns to cold audiences.

You might make a sale or two if you are lucky. It’s not going to be a sustainable or profitable way to launch campaigns on Facebook or Google to actually profit from.

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Without trust, It’s hard to sell

Let’s assume that you were paying attention and that you do realize that you can’t sell (as well as you could) to completely cold traffic. So, you launch Facebook ad campaigns optimized for reach or traffic.

Then, you’d even add a campaign or two for retargeting. If you did that, you are now looking at “warm audiences”. Even then, it’s still hard to sell. You might do relatively better with these secondary campaigns targeting audiences that might already know you (since they visited your landing pages or browsed products on your e-commerce store).

It’s still not the best you can do.

If your target audience (while launching direct sale campaigns on Facebook or Google) doesn’t know you, trust you, or know exactly what you are offering, they aren’t going to buy from you.

At least, not yet.

A great way to build this trust over time is with consistent focus on generating traffic with inbound marketing — blogging, content marketing, videos, social media, and the works.

That inbound marketing part is done to develop trust, to build a community around your brand, products, and services.

Don’t go chasing sales all the time (no matter how counter intuitive it might seem like).

You’ll only have thousands of dollars spent on Facebook ads and Google ads with nothing much to show for.

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Why Use Facebook Lead Ads?

Why Use Facebook Lead Ads?

Would you like to generate sales qualified leads or marketing qualified leads at a fraction of the cost? Wouldn’t it be really nice to have a lead generation machine of sorts when it comes to generating leads?

How much better would all this get if you had an automated way to let Facebook do all the heavy-lifting to reach as many potential & qualified people among an audience that you’d choose?

It’s possible to push the limits of “lead generation” with Facebook Lead generation campaigns that make use of Facebook Instant forms which you can integrate with your email marketing platform, marketing automation platform, or your CRM.

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Wondering If Facebook Lead Ads work? Hold your breath:

City Bank (The bank in Bangladesh, not the global Citibank) reached a whopping 3.9 million people in Dhaka and Chittagong (approximately 70%) of its target audience and generated over 1000 leads.

Bigo Live reduced its CPI (Cost per Install) by about 33% and boosted app downloads by 49% compared to anything else they ran before. P

Leads Ad campaigns on Facebook are no longer just “campaigns” — they now form a part of a larger ecosystem of ads. You can now include Facebook Instant forms in a few other campaigns and those campaigns don’t necessarily have to be “Lead gen campaigns”.

What that means for you and I is that regardless of the type of campaign you run or the kind of objective you choose, you can still include Lead generating Instant forms in other types of campaigns too such as regular campaigns (optimized for Link clicks or Landing Page Views) or a Facebook Collection campaign you might use for e-commerce.

What are Facebook Lead Ads?

At its simplest, Facebook Lead Ads work when you make an offer and entice your potential customer to first sign up as a lead. When your audience clicks on a Facebook lead generation ad, the ad flips up and shows a form with data automatically pulled in.

This is how Facebook explains it:  

“Unlike other ad types, lead ads include a contact form, called an “instant form,” that lets people show their interest in a product or service by filling out the form with their details and allowing a business to follow up with them.

On your lead ads instant form, you can request email addresses or contact information from people who click on your ad. You can even ask people custom questions. Lead ads can be used to collect sign-ups for newsletters, price estimates, follow-up calls and business information.”

In short, it’s awesome. If you haven’t tried it out yet, you should.

Sign up for my Facebook Ads Management service and I’ll manage your campaign for you, with lead notifications and direct integration with your email service provider like Drip or MailChimp.

Here’s why you should use Facebook Lead Ads Campaigns:

Make Offer. Get leads

Facebook Lead generation campaigns are as simple as they get and it’s a smart way to generate leads for your business.

Since most people don’t buy right away, you’d need to hook them in with an offer (that packs in value) and let them get a taste for your business while simultaneously solve an immediate problem.

Using Lead magnets, you can let users click on your ad, have Facebook populate information on the Instant form, and allow them to subscribe (or download) your lead magnet for free. Instantly.

It’s fast. It’s efficient. It’s cool.

You don’t need Landing pages

When you opt to use Facebook Lead generation ads, you don’t need landing pages for lead generation anymore. Like, you don’t have to use Leadpages or Unbounce or any other landing page builder at all (you’ll still need landing pages for other type of campaigns, though).

Just imagine how many man hours, stress, and time you’d save if you didn’t have to use landing pages at all.

Facebook’s Lead generation ad campaigns are native to Facebook ads in which the ad unit reveals your Instant form (that you’d create in advance for your campaign) with your potential customers’ information pre-filled. Your potential customers can just click on a button, and they get into your email list or CRM.

By not having to use Landing pages, you are potentially looking at several hundred dollars of savings each month.

Forced Simplicity is Good

Simplicity is underrated, even when it comes to Facebook campaigns. The questions you’ll ask depends on your campaign idea, campaign objective, the offer you are making, etc.

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Because Facebook Instant forms are supposed to be short (and Instant), you’ll be forced to keep your forms minimalistic. That’s good for business.

Here’s what Facebook recommends:

  • Don’t ask for anything you don’t need
  • Just because you can add form fields and questions doesn’t mean you should.
  • As with any kind of good old conversion principles, less questions means less friction which in turn means higher conversions.
  • Keep Instant forms minimalistic

Facebook Instant forms Integrate with Email Marketing

Facebook provides you with a few CRM integrations natively to connect your CRM or your email marketing autoresponder. Every time someone signs up as a lead, an email autoresponder (trigged due to the event) automatically goes out.

The entire experience of checking out the ad, clicking on it, submitting user information (by the user, pre-filled by Facebook), and the autoresponder triggering to deliver what you offered in the ad is all but a near instantaneous experience.

You can set up your lead generation campaigns in a way that your lead generation machine can work 24/7, every single day with your email marketing doing all the nurturing.

Are you using Facebook Lead generation campaigns yet?

Get access to Facebook Ads Management service and I’ll manage your campaign for you, with lead notifications and direct integration with your email services provider like Drip or MailChimp.

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