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How to Compete in Google & Facebook: 8 Must-Know Actions to Take

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WordStream delivers 8 actions that will help you increase the effectiveness of your ads on both Google and Facebook.

You will discover:

- Tips to increase clicks and conversions.
- Tactics to ensure you are generating qualified traffic.
- How to minimize wasted spend.
- Why testing is important & so much more!

Published in: Marketing
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How to Compete in Google & Facebook: 8 Must-Know Actions to Take

  1. 1. How To Compete in Google & Facebook: 8 Actions To Take This Month
  2. 2. 2 Amanda Oles Marketing Manager Webinar MC
  3. 3. 44 WordStream has partnered with LOCALiQ to deliver results-focused, technology-backed marketing services to help local businesses unlock measurable business growth.
  4. 4. The webinar will be recorded. Check your inbox for the materials. Submit your questions for Q&A!
  5. 5. 6| Confidential The landscape is always changing...
  6. 6. 7| Confidential Google Spending on Google search ads grew 15% year-over-year in Q2 2019
  7. 7. 8| Confidential Google Image source: MERKLE’S Q2 2020 REPORT 15% 11%
  8. 8. 9| Confidential Google Spending on desktop Google search ads grew 6% year-over-year in Q2 2019
  9. 9. 10| Confidential Google 6%
  10. 10. 11| Confidential Google Spending on mobile Google search ads grew 16% year-over-year in Q2 2020
  11. 11. 12| Confidential Facebook Facebook Ad Impressions were up 25% year-over-year in Q2 2020, up from a 13% decline in Q1
  12. 12. 13| Confidential Facebook Instagram ad spend grew 30% year-over-year in Q2 2020
  13. 13. 14| Confidential Facebook Instagram impressions rose 46% year-over-year in Q2 2020
  14. 14. 15| Confidential Competition Is Inevitable
  15. 15. 16| Confidential But Fear Not!
  16. 16. 17| Confidential 4 Actions To Take In Google Ads This Month
  17. 17. 18| Confidential Google Action #1: Add Negative Keywords
  18. 18. 19| Confidential Why Will I Have A Bad Time?
  19. 19. 20| Confidential Every year the volume of Google searches grows by roughly 10% AND between 16-20% of searches are brand new to Google
  20. 20. 21| Confidential Wasted Spend Is Scary!
  21. 21. 22| Confidential
  22. 22. 23| Confidential
  23. 23. 24| Confidential Google Action #2: Understand Your Match Types
  24. 24. 25| Confidential Pick Match Types That Work For Your Budget & Strategy
  25. 25. 26| Confidential What Happens If I Don’t? Probably Throwing Money Away
  26. 26. 27| Confidential Different Match Types Have Different Levels Of Quality And Search Volumes Associated With Them
  27. 27. 28| Confidential For Example
  28. 28. 29| Confidential Consider The Following Factors: Campaign Goal, Daily Budget, And Expected Average Cost Per Clicks
  29. 29. 30| Confidential Google Action #3: Audience Overlaying
  30. 30. 31| Confidential Search Audiences Affinity / Custom affinity In-market Remarketing* *Your account must be eligible for personalized advertising to use this audience
  31. 31. 32| Confidential Search Audiences *Your account must be eligible for personalized advertising to use this audience Observation Targeting.vs.
  32. 32. 33| Confidential Setting Up an Audience In-market Choose a campaign or ad group Select from the list of in-market categories Set your audience to “Targeting” or “Observation” mode
  33. 33. 34| Confidential Making an Audience Set your bid adjustment
  34. 34. 35| Confidential Google Action #4: Ad Refresh & Optimizations
  35. 35. 36| Confidential Legacy Text Ads
  36. 36. 37| Confidential ETA++ Format
  37. 37. 38| Confidential Legacy Text Ads
  38. 38. 39| Confidential ETA++ Format
  39. 39. 40| Confidential ETA++ Format
  40. 40. 41| Confidential Ad Refresh Test at least 3 ads per ad group Switch up headline & description copy Optimize toward the best performing ad
  41. 41. 42| Confidential 4 Actions To Take In Facebook Ads This Month
  42. 42. 43| Confidential Facebook Action #1: Design Your Ads to Your Core Platform
  43. 43. 44| Confidential
  44. 44. 45| Confidential Primary text Headline Description Call to Action (CTA)
  45. 45. 46| Confidential
  46. 46. 47| Confidential Primary text Headline Description Call to Action (CTA)
  47. 47. 48| Confidential Facebook Action #2: Test Different Ad Types in the Same Ad Set!
  48. 48. 49| Confidential
  49. 49. 50| Confidential
  50. 50. 51| Confidential
  51. 51. 52| Confidential Facebook Action #3: Switch to Campaign Level Budgets
  52. 52. 53| Confidential Why Switch?
  53. 53. 54| Confidential Why Switch?
  54. 54. 55| Confidential To Compete Of Course!
  55. 55. 56| Confidential Facebook Action #4: Align Bid Strategy With Campaign’s Objective
  56. 56. 57| Confidential The Options
  57. 57. 58| Confidential What Does This Mean?
  58. 58. 59| Confidential Onto The Meat: Bidding!
  59. 59. 60| Confidential Facebook Has Numerous Bidding Options
  60. 60. 61| Confidential Facebook Has Numerous Bidding Options
  61. 61. 62| Confidential Facebook Has Numerous Bidding Options
  62. 62. 63| Confidential Now You’re a Pro!
  63. 63. | Confidential 64 Recap: Your 8 Actions To Take This Month Google: Add Negative Keywords Google: Understand Your Match Types Google: Audience Overlaying Google: Ad Refresh & Optimizations Facebook: Design Ads To Platform Facebook: Test Different Ad Types Facebook: Campaign Level Budgets 1 2 3 4 5 6 7 8 Facebook: Align Bid Strategy
  64. 64. © Copyright 2020 WordStream, Inc. All rights reserved. Thank you!

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