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Google AdWords

AdWords offers one of the most versatile paid search solutions around, consisting of text, video and image formats. It is an excellent way of understanding a visitor’s intent to buy your product. AdWords can be extremely effective at targeting people who are ready to buy.

Facebook Ads

Over the last couple of years, the Facebook ad platform has evolved a great deal. You can choose the type of people you want to reach (gender, age, occupation, etc), and you can also target audiences that are similar to your existing customer base. That’s right, Facebook will actually find people similar to the ones who have already purchased your product. You can do all the demographic, geographic, contextual, or behavioural targeting you want, but I’d take the behaviour of actually paying for your own product, over any of that, when it comes to finding your next customer.

Outbrain

Outbrain is excellent at driving traffic to blog posts, articles, videos, and third-party reviews. This is where you start the relationship with your potential customer, bringing them down the funnel by providing nothing but valuable, useful, funny, and engaging content. Similar to Facebook and AdWords, Amplify offers a cost-per-click bidding system, the ability to test multiple headlines directed to the same content, device targeting, and geographic targeting. Their premium network of publishers ensures that you’re always getting traffic from high-quality sources. More importantly, though, the algorithms behind their content discovery platform are constantly working to find the most engaged audience for your content. The people who click on content recommendations are far more engaged than people who come from search or social.

LinkedIn Ads

Within the B2B market, LinkedIn Ads is a great paid traffic source. Their 3 main advertising options are sponsored updates, display and text ads, and InMail. It’s hard for the B2B marketer not to be intrigued by a platform that allows you to target by job title and job functions. Other targeting options are location, age, gender, skills, company by name, industry, company size, school, and group. LinkedIn’s network is priced on a cost-per-click and it’s pretty expensive. You won’t find any targeting for less than £1.50 per click, and a lot of the targeting will start at £3.50. With their sponsored updates offering, you can not currently target people on only mobile or only desktop, and according to their SVP of Product & User Experience, Deep Nishar, this year over 50% of their global audience will be mobile. So make sure your mobile experience is great if you’re doing any sponsored posts.

Twitter Ads

Twitter has some pretty sweet targeting options. Probably one of the coolest ones is that you can target people who are tweeting about a particular television program. That’s probably not great for driving traffic though. You can also target by keyword, interests, and followers, and even tailored audiences, similar to what Facebook is doing with their Custom Audience targeting. Their “Tailored Audiences” support page is definitely worth a read. One of my favourite features of Twitter Ads is their lead card feature that allows you to collect someone’s email address without leaving Twitter. All that said, twitter’s CPC is typically pretty expensive and before you spend money here, make sure your prospective customer spends time here.



mobile friendly design

A quick way to check if your website is mobile friendly or not is to enter your url into the bing free mobile friendly checker. as you can see brand-links are geared up for another year of the mobile.



smartphone users

Are you a smartphone user who pulls out the device in-store to research before you buy?

For retailers, this is a big opportunity to be there and be useful in shoppers’ micro-moments.  Mobile retail trends are shaping up and they matter – click here to access a five part introduction to the retail industry and smartphones from our advertising partner Google AdWords.



Facebook Pixel

The Facebook pixel is really important. It allows you to create powerful audiences for ad targeting, run dynamic ads, track conversions, and optimize for conversions. It is very simple to add the Facebook pixel so lets jump in…

Location

You can find your pixel by going to Facebook ads and under the top left mini menu dropdown you will see pixels. If you can’t find it there click all tools at the bottom of the menu.

Create

Next step is to create a pixel by clicking the green button.

Install

After creating the pixel you will be taken to the view below. Its your decision how you would like to add the code our recommendation is via google tag manager

 



Answers

Many times during the day, we turn to Google for the answer to our questions, discover a new place to eat and look for products to buy. Google calls these the moments that matter “I want to know,” “I want to go,” “I want to do,” and “I want to buy” moments. A customer that wants to know, well you can tell them. If they want to go, you can take them. If they want to do, show them how.

If users want to buy, you can sell them. You are the “I can tell you,” “I can take you,” “I can show you,” “I can sell you” answer to those moments. Google’s online advertising platform is called AdWords and it’s built to put you in front of a potential customer at the right time with the right message when they’re in the right mindset. You basically create ads for your business and choose when you want them to appear in Google or what search results are relevant to your business. The concept is simple.

Keywords

You identify words that are relevant to your products or services, and then AdWords shows your ad on Google when someone searches for these or related words. I’m going to visit Google.com and run a search for web hosting. So in this case I’m actually looking for a new web host. So once I hit search, Google’s going to comb through billions of webpages, blogs, and other listings to find the ones most relevant to my search for web hosting.

Location

Now Google happens to know my location and it’s determined that this service is something that might be valuable to find locally. So here at the top of Google results are some locations that are here in London. Listings that don’t have an ad label next to them indicates to me that they are organic results. People didn’t pay to put these listings here. Now you will notice there is the yellow icon labeled ads, and these are all paid placements. Now, look at the number at the top of the screen.

It says 92,70,000 results. When you think about that many results, you’ll see only a fraction of web hosting businesses are going to be among the top few page of results. And that’s where AdWords comes in. AdWords gives your business visibility even if your website is not in the top result. AdWords can help get your business to appear on Google in front of many potential customers. And it’s not just any customer, it’s the right customer. In this example, I’m ready to get a new web host.

Advertising stand out

And here the ad that jumps out to me might be this one that says, “Includes Unlimited Subdomains.” Well, that sounds pretty good. Plus they’ve got a special deal for me and so I might be inclined to click on that ad and ignore everything that’s going on. Now this advertiser has done a pretty good job creating this message. They’ve likely tested variations of this ad copyand headlines to find the combination that works best.

How to produce an advertisement similar to this, that appears in front of the right audience,has the right messaging, and can be tracked so you can see the full value of your effort. So a user’s going to search, click your ad, and if you’ve done your job right, they become your customer. One thing we stress is that consumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.

This presents a tremendous opportunity for marketers to reach people throughout all the new touch points of a consumer’s path to purchase.



Choose a category

Pages are created to help brands, businesses and organizations to connect with their fans but also to make them new ones – with pages they can connect with people and promote themselves.

Creating a page on Facebook isn’t very complicated – firstly you have to go to www.facebook.com/pages/create and choose category of your new Page. You can choose from “ local business or place”, “company, organization or institution”, “brand or product”, “artist, band or public figure”, “entertainment” and “cause or community”.

Creating Facebook Page - select a category first.

Add your business details

Now you have to select a more specific category form the dropdown menu and fill all the gaps.

Creating Facebook Page - add your business details

Fill your profile

Then, after clicking “Get started” it would be possible to enter additional information about you business – it will make it easier to find you on Facebook and on web search.

Creating Facebook Page - add your business details

Add your profile picture

Next step will be clicking a profile picture for you Page – your logo, picture of you business or brand hero, which has to be 180×180 px.

Creating Facebook Page - add profile picture

Make it favourite

To make it easier to access you Page in the next step you can add it to your favourites, which will show you your Page in one click.

Creating Facebook Page - add to your favorites

Define your audience

After that step you can easily define preffered page audience and upload a cover photo. This step is really important because it will actually help Facebook to connect you with your future audience and classify you as a page.

Creating Facebook Page - choose what audience this Page will target



REACH & FREQUENCY

are always looked at hand in hand, one measures the number of people exposed, the other the number of exposures

MEDIA MIX

The combination of media used for a particular schedule / campaign

PENETRATION

The percentage of total homes or people in a given geography who own a particular media vehicle

AUDIENCE PROFILE

The characteristics of the people who make up an audience of an advertising medium in terms of age, sex, region, education, socio-economic group, occupation or any other demographic aspects.

IMPRESSIONS

The number of views of your media usually expressed in thousands (000)

COST EFFICIENCY

The cost of reaching a unit of your target audience i.e. measures the relationship between the audience reached and the cost of using the medium.

FRAGMENTATION

refers to the increasing number of audience subdivisions which, when taken together, constitute total usage of a medium



Traditional Media

Television (network, cable, satellite)

Radio (AM, FM, satellite)

Outdoor (billboards, bus panels)

Direct mail (saturation, solo)

Print (newspapers/magazines)

Telemarketing

Digital Media

Email

Digital display

Affiliate

Search engine marketing

Social media / social networking

Internet radio & broadcast

Guerilla & Earned Media

Events, sponsorships PR, etc.



Many advertising agencies have a media department staffed with media planners and analysts to fulfil the media planning and buying needs of there clients. Some savvy clients recognise that a media neutral agency like brand-links can help deliver a more  efficient media channel planning and buying service, by just focusing on the advertising media in order to strike the best value.

The good media agencies are media agnostic as the role of the media agency or department is to understand what media channels will most efficiently reach the client’s target audience within the allotted budget. The media department then contacts those media venues, negotiates placement and cost, then confirms via an insertion order specifying the specifics of the media buy.



Crafted with by Brand-Links