Advertising on Facebook is worthy now more than ever. With millions of users worldwide and most of them fonfinate in their homes using social media to communicate and trade, this platform has one of the largest databases with detailed information of their users. However, its targeting features allow advertisers to reach the people that are relevant for your business.

Furthermore, you only pay for the ads that accomplished your campaign confirmation within your budget limit. Among the payment options, Facebook ads offers Cost per click (CPC), cost per thousand impressions (CPM), cost per like (CPL) and cost per download (CPA).

Before jumping into advertising on Facebook on your own to put your business in front of your potential customers, there are some basics that you need to know to get the results you expect. Gazelle Interactive presents you a complete guide of how to advertise your business on Facebook, step by step.

How to Advertise Your Business on Facebook, Step by Step

1. Choose an objective

• Brand awareness: Show your brand to people who might be interested
• Reach: Show your ads to the maximum number of people in your audience
• App installs: Get people to install your app
• Traffic: Make people to visit your site, app or Messenger conversation
• Lead generation: Encourage people to sign up for more info or spend time with your app or website.
• Messages: Motivate people to contact your business through Facebook Messenger
• Engagement: Drive people to follow your Page or interact with your posts with comments, shares and likes.
• Video views: Show your videos to people who are most likely to be interested

2. Select your audience

• Core Audiences: target your audience by locations, demographics, interests, behaviour, connections. Remember that Facebook has a massive database of their users, allowing precise targeting.
• Custom Audiences: Facebook Ads allow retargeting by adding a pixel in your website, app or online store. You can reach people that have interacted with your brand previously or have shown interest in a specific product.
• Lookalike Audiences: reach new people who are similar to your current customers.

3. Decide where to run your ad

4. Set your budget

5. Pick a format

• Photo: a combination of a powerful image and copy
• Video: videos can appear on in-stream, feed or stories
• Stories: immersive ads that bring your business closer to people
• Messenger: these are ads that redirect people to Messenger to start a conversation with your business
• Carousel: this ad allows you to showcase different products with individual links in a single ad
• Slideshow: lightweight videos made of static images
• Collection: with this ad type you can showcase five different products and take your customers to buy without leaving the platform
• Playables: these ads are for mobile devices and allow users to have a preview and a demo of your app before downloading it

6. Place your order

The winner ad is decided on the highest total value. This is the combination of bid -how much the advertiser is willing to pay-, estimation action rates -the person who sees the ad will engage or convert- and ad quality -feedback, language, appearance-. According to Facebook, relevant ads often cost less and see more results.

7. Measure and manage your ad

How Much Does it Cost to Advertise on Facebook

For example, awareness goals have the potential to reach a wide range of people, so these ads usually have a lower cost. But if your intention is to make people convert through your ad (buy, download, signup), these ads have a higher cost. Depending on your goals, you might want to measure cost per click (CPC) or cost per thousand impressions (CPM), which vary in price.

The audience you pick and setup plays an important role in the price of your ads. Facebook is a platform to keep people attention and entertained. Ads are part of the experience platform too. Choosing a relevant audience will decrease the cost of your ads.

Finally, considering there are over 350 audience attributes and you want to get the best out of the money you put in advertising, you need to be relevant and manage biding budgets in a smart way. The ad tha Facebook decides to place is not with the highest bid, but with the highest value.

If you’re not familiar with PPC campaigns, we have experts that will maximize your budget for you to provide a high ROI.

Conclusion

How to Advertise Your Business on Facebook for Free

Create a business page

Post regularly

Promote your page

Be social and engage your users

Join groups

Create events and live streams

If you want to boost your presence in social media platforms or run ads on Facebook, Instagram and their associated networks, contact us to design a social media strategy or a pay per click campaign that put your business in front of the right audience to increase your revenue.

Check these alternative advertising platforms that could fit better your products or reach other types of audiences.

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COVID-19 has impacted drastically retailers and manufacturers, threatening small businesses to shut down. While there is a sense of uncertainty and consumption has declined, business owners can make adjustments according to current consumers behaviour to keep afloat during this crisis.

These times call for digital options, innovations and new approaches in marketing strategies. For small businesses this could seem overwhelming and the need of big budgets. However, you just requiere to make the right moves to keep your brand and store overcome these difficult times.

According to a survey by Numerator, “1 in 3 consumers indicate news of Coronavirus has already impacted their shopping behavior [… ] purchasing products they wouldn’t otherwise have purchased, shopping online when they would usually shop in store, and shopping in new stores”. The same study also affirms that “1 in 4 consumers were replacing in-store shopping trips with online”.

A poll by Coresight Research revealed that 47.2% of US internet users are currently avoiding shopping centers and malls, whilst 74.6% said they will steer away from shopping centers if the outbreak worsens.

As bad as things might look, even with shortages and unemployment rates rising, this represents great opportunities for online business presence.

The Forrester’s Consumer Energy Index has made three important conclusions that can be applied to small and local businesses: (1) Don’t expect consumers to be eager to buy your next big thing; (2) Craft messages that match the emotional tenor of your customers in this moment (3) Earning trust is your metric for success during this time.

As we mentioned before, this is a call for digital moves. To tackle customer behaviours and feelings, small businesses can apply digital marketing strategies that cultivate loyalty within their community or expand and diversify their market. In spite of shortages or unemployment rates rising, people are using the internet more than ever.

Here are some useful recommendations that you as a business owner can implement with the help of a digital agency:

Be useful to your community

How your brand or your business can be useful to your target audience? Provide some guidance on how your products or services are useful in this time. Share your knowledge. Demonstrate that your business is trustworthy and cultivate loyalty among your customers. Think about a content strategy that focuses on the needs and sentiments of your customers right now, making use of all your digital channels.

Diversify your audience

If you’re a well known local store in your community passing through hard times, maybe it’s time to expand your business beyond your local customers. This doesn’t mean an investment in branches, it’s about broad online visibility. As people are searching on the internet more than ever, you can run SEO and PPC campaigns that target other counties or states audiences looking for the kind of products or services you offer.

SEO is a long term investment that will positionate your brand organically as consumers use the internet to make searches, even after the pandemic. In addition to the previous tip, businesses can use SEO content to educate and inform their customers while ranking higher in search engines.

On the other hand, PPC has a short term result, promoting your products or services right in front of internet users. Whilst many companies are setting back from their PPC campaigns, bidding and ads are turning cheaper during this time of pandemic. Give it a try!

Diversify your payment methods

Your customers are having a hard time as well as you. Consider using payment plans, methods and discounts that reduce their financial burden. This would increase your conversion rate.

In conclusion, we’re all this together. Build an empathetic brand that understands your customers and cultivates loyalty. Maybe you won’t see as many transactions as before, but people will remember you. Innovate in simple ways that make your business thrive. No need to be greedy, just creative. Instead of promoting “Hot COVID-19 sales”, you can communicate with your customers and broaden your constituency beyond your local area or usual buyers.

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Investing in Online Marketing is now more crucial than ever.  During this time of mass uncertainty, many businesses are running scared from investing in marketing. Whether it’s canceling conferences or freezing budgets, the reaction of many large companies has been that of fear rather than faith.

However, it’s the companies that choose to stay the course during this time that will see long-term success once the pandemic is over.

Economic recessions are nothing new to the United States. Our country has a long and storied history of market failure and eventual recovery. One somewhat recent example is that of the 1980 recession. During this time of uncertainty and confusion, many businesses ran and hid, sheltering their resources in fear of the future. However, a McGraw-Hill analysis proved that those businesses that maintained or increased their advertising both during and after the recession had grown 275% by 1985 over those who did not. Now that’s a Return on Investment.

As the COVID-19 pandemic continues to influence every aspect of people’s daily lives, businesses have a significant opportunity to reach new customers. App Annie recently reported that the number of people online has increased twenty percent since the mass transition to self-isolation. That’s an entirely new group of potential customers who had not previously been accessible to online advertisers. Now that this group is being forced to transition their focus to the digital space, they are becoming exposed to digital ads.

According to this report, that number is only expected to increase as governments implement restrictions and extend periods of isolation.

Not only is the amount of people online increasing, but the amount of online spending is increasing as well. Social Media Today reported a new record in Q1 of 2020 for in-app spending in both iOS and Android at $23.4 billion. Clearly, the demand is there.

With more people online, and more social media apps being utilized for more time every day, businesses have a greater, more engaged audience than ever before. Now, it’s up to these businesses to get creative with their digital marketing strategies to see growth and success during this time.

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With the growing trend of online marketing and e-commerce, it’s crucial to optimize your website for search engines and users as well, so that you can draw potential customers and increase sales. Here are a few important things SEO local ranking factors to consider if you are looking to optimize your website.

Structured Data Markups

Naming Structures

To enhance your visibility, It is very much essential to work carefully with the keywords and using techniques to craft them in the PPC ads. SEO depends on various factors related to the web content and most important of them is the naming of files or directories. The use of keywords in filenames and multi tier directories can help you a lot.

Coding and Keywords

The use of headers and titles that include keywords among them have proved to be very productive. Coded web content highlights the important points to the search engines.

Inception of images and Infographics

Addition of images and videos are also the important aspects of SEO techniques which is generally neglected and not usually followed. Search engines monitor the HTML codes around such images. The tag called HTML IMG “ALT” helps the search engines analyze the content of the images. Identifying pictures associated with the keywords adds to optimization.

Do Magic With Speed

The loading time of a web page can play a major part in the success of a website. The visitors will not like to wait for long to access a web page. So, optimization of codes is very much needed and the webmasters should compress the file sizes to make the pages load faster.

Boost your rankings with the best SEO company in Florida. Contact Gazelle Interactive on (888) 814 8599 to know more!

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Keyword stuffing

Page-jacking

Using small and hidden text on web pages

Link Farm

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Choosing a Pay Per Click Company

The Right PPC Company for Your Business

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Yoast SEO and its use

How do install YOAST?

1. Log into your WordPress account.
2. Go to Plugins -> Add New -> Search for “YOAST”
3. Once installed, click the “Configuration Wizard” to go through each step to get everything set up. 

Top features of Yoast SEO

• Paragraph Structure: Yoast will analyze your content and tell you if your paragraphs are too long, too short, and if they need more transitions.
• Keyword Density: If your post contains too many or too few keywords, then your rankings in the Search Engine Results Pages (SERP) will be affected. Yoast SEO will tell you how often you should be adding keywords.
• Flesch-Kincaid Reading Ease: Content that is easy to be read is statistically proven to have higher retention rates and more frequent visitors. Yoast SEO analyzes your sentence structures to make sure you are creating easy-to-read content.
• Meta and Link Elements: This tool will allow you to show which pages you would like to be shown on Google and pages you would like to be hidden.
• XML Sitemaps : A sitemap will essentially work as a roadmap to your site and leads Google to your most important sites. Yoast SEO creates an XML Sitemap for you.
• Breadcrumbs: Breadcrumbs help your site because it allows users to navigate your site easier, which in turn, enhances their user experience. Yoast SEO will output JSON-LD data in the source code.

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Google Quality Update and What Google Quality Scoring has to do with it?

Through what is known as “crawling and indexing”, Google scans massive quantities of web content, then analyzes the data to determine precisely what content will produce the most relevant results in response to any given query by a user. Not only a specific landing page will be scrutinized, but also the entire website and advertising associated with that webpage will figure into Google’s overall rankings on it’s search engine results page (SERP).  Google’s site quality scoring process consists of assigning high SERP ranking based on the totality of a website, which includes aspects such as: 

• Content that is well-crafted
• Keywords that are pertinent to the query
• Advertising that is relevant, properly placed, and not overly invasive
• Backlinks from other sites that provide useful traffic
• Web traffic that remains engaged, producing beneficial actions
• Interactions by users that provide measurable value to a business including email sign-ups, sales transactions, or live chats (Conversions). 

Over the years, Google has instituted countless updates designed to improve the quality of its search results. To help accomplish this goal, Google introduced the Panda platform in 2011, which was created to provide regular monthly updates to ensure that SERP results avoid producing spam, inappropriate or irrelevant content. Several years later, Panda 4.1 rolled out with even greater precision in eliminating useless, low quality content. It effectively excises web pages with thin content accompanied by games, or other unproductive marketing ploys. It also targets Content Farm websites that acquire, or in some cases, misappropriate, massive amounts of content from other websites in order to create web pages that falsely gain high rankings on a SERP. 

Another tool used by Google, which is frequently updated, is Penguin, which goes after content that achieves high SERP ranking by acquiring, or paying for, backlinks to low quality, non-trustworthy websites. 

In 2015, Google turned out an update that brought about even more significant changes in its search results due to what has come to be known as the Quality Update or the Phantom Update. Although Google initially didn’t admit to this update, it later confirmed that major changes had been made to its core ranking algorithm, allowing Google to further optimize its ability to eliminate poorly written, irrelevant, duplicated or redundant content, along with worthless click-bait. 

In late 2018, Google brought forth another core algorithm update, stirring up the business world with more emphasis on its guidelines of Expertise, Authoritativeness and Trustworthiness (EAT). The areas of health and finance experienced the greatest visibility changes, which were reflected in noticeably reduced, or increased, search results. Because Google rates these particular industries as having the most significant effects on users, Google refers to the content of health or finance sites as Your Money or Your Life (YMYL). 

Early in 2019, Google rolled out yet another core algorithm update, once again significantly affecting YMYL searches. These types of updates are on the increase, happening more and more rapidly, with little or no warning to allow businesses time to prepare for all the changes. The only way, it seems, to keep up with Google’s expectations, is to keep content fresh, unique, and relevant, strictly adhering to the rules of EAT. 

To learn more about Google guidelines and updates, and how they can affect your the organic visibility of your business, visit gazelleinteractive.com

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What is Visibility in Digital Marketing?

Digital marketing visibility is all about the establishment of online presence, public recognition and favorable reputation of a particular company’s name and brand. The concept and goal of digital marketing visibility is concerned with getting a company’s brand out into the public conscientiousness in a manner that generates a positive, profitable outcome, that contributes to company growth.

While devising a plan to cultivate digital marketing visibility, it’s important to understand what role effective branding plays in establishing an online presence. A company’s branding relates to a consumer’s overall experience with a product and how it measures up to the products and related services of the competition. Emphasis on this process is an essential component of the overall goal of developing effective digital marketing visibility.

Basically, the purpose of branding is to convey a perception of quality and value associated with a specific company and its product, promoting enthusiastic customer satisfaction, and long-term loyalty towards the brand. The overarching aim being to instill in the public an automatic sense of good will each and every time a consumer is exposed to a brand’s products, services, logos, trademarks or anything else related to that brand. The successful branding of a product and related services, in turn, contributes to the company’s digital presence.

Why is Digital Visibility so Essential to an Organization’s Overall Success?

A business may have invested a good portion of its advertising budget into a well-crafted, brilliant website that provides visitors with an excellent user interface (UI) and customer experience (CX.) However, that factor alone cannot attract the target the right marketing audience to the site. The establishment, and ongoing success of online presence, lies in a number of elements that need to be defined, and addressed, in order to achieve the visibility that drives visits by relevant users, who will perform actions that result in value to a company (conversions.)

If a company fails to achieve exceptional digital marketing visibility, consumers will look elsewhere to meet and satisfy their product needs. A business might truly offer the best product and related services to meet the wants and requirements of a pertinent marketing group, but the reality of the situation is that consumers tend to go with what they know. If potential customers recognize a brand, chances are, those customers will automatically gravitate to that brand simply because, in their minds, they equate recognition with quality, even if it isn’t the case. Unfortunately, in today’s race for business success, the prize doesn’t necessarily go to the best competitor, often it goes to the most visible competitor.

• Search Engine Optimization that involves optimizing ad/website content to include precision keywords/phrases, utilizing quality content specifically targeting relevant users.
• Blog posts that are timely, relevant and of excellent quality, updated on an ongoing basis, which appear on the company website and other relevant sites.
• Social network interactions, through an account where ads, content and videos may be posted to be shared with a pertinent target audience.
• Customer review postings on the company website.
• Content consistency that establishes, and maintains, an overall “impression” or “sense” of the brand.

Once a business has attained digital marketing visibility, it’s crucial that the brand lives up to its claims and assurances, delivering a consistently exceptional product and related services. Little will be accomplished if the brand doesn’t follow through with all that it has promised, and more. With so many similar products on the market, customers expect to be delighted with the product and its support services. Even with optimizing digital visibility, failed opportunities on the part of a business to improve and maintain product quality and customer satisfaction can eventually send the brand back to irrelevance in the digital marketplace.

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