FAQ – Paid Media Advertising

FAQ Paid media advertising

If you’ve been considering taking the plunge into PPC marketing, and you have some basic – fundamental – questions before getting started, look no further.

Here you’ll find answers to 10 frequently asked questions from PPC beginners – that is, people who have heard of pay-per-click marketing and Google AdWords but don’t know much else.

These FAQ questions about paid media advertising should answer most of your question. If we missed one just let us know.


What is paid media?

Paid media refers to external marketing efforts that involve a paid placement. Paid media includes PPC advertising, branded content, and display ads. Paid media is an essential component of revenue growth and brand awareness for online businesses.


What is Google Adwords?

Google Ads, AKA Google AdWords, is Google’s advertising system in which advertisers bid on certain keywords in order for their ranking.


Why use pay-per-click advertising?

Here are 10 of them:

1. It’s scalable
2. It’s measurable
3. It’s flexible
4. It’s faster than SEO
5. It’s (usually) easier than SEO
6. It’s taking over the SERPs
7. It’s engaging
8. It converts
9. It’s complementary to other marketing channels
10. Your competition is it


How does Google AdWords work?

Google AdWords is an auction system, where advertisers bid on keywords in order to place their ad in the search results when people search on terms related to those keywords.

However, it’s an auction where the highest bidder doesn’t always win – Google awards higher ad placements to advertisers with high-quality, relevant, well-organized ads and campaigns, not just those that spend the most money.


Why use Facebook Ads?

Our clients like Facebook ads because out of all the marketing channels — including LinkedIn, Reddit, Quora, and Google Search — Facebook gives us some of the most granular audience targeting options.

You’ll find Facebook ads can be a powerful tactic to grow your business.


How do Facebook Ads work?

Facebook ads consist of a Format (what the ad looks like) and the Placement (where on Facebook the ad shows up). You pick the Audience you want to advertise to, a budget for how much you want to spend, and an advertising Objective like increasing conversions on your website.


What size are Facebook Ads?

The image or video size for Facebook Ads depends on the ad format.
Video Ads: Any size
– Image Ads: 1,200px by 628px
– Collection Ads: 1,920px by 3,240px to 5,400px
Carousel Ads: 1,080px by 1,080px


How much should I spend on Facebook ads?

The real answer is that it depends. It depends on how much money you want to make. Think backward—start with the results you’d like to achieve, start advertising to create enough data to find your average cost per sale/lead, and then optimize and scale your campaigns.

For instance, say you want to use Facebook ads for lead generation, targeting $10,000 monthly revenue. If the margin on a new client is $1,000, you need ten sales per month derived from Facebook ads to reach your goal. If you know that it takes an average of 10 leads to create one purchase, you’ll need 100 leads from Facebook to hit your revenue goal. If each lead from Facebook costs you $10 to acquire, you need to spend $1,000 on Facebook ads* to hit your revenue goal.


What’s the difference between Google AdWords and Facebook Ads?

AdWords operates on the concept of pull marketing—people have already established what they want through their search, so advertisers respond by giving them relevant links. AdWords works excellent, which is why it’s so expensive—a keyword like “emergency plumbing service” might cost $50 per click. If you’re targeting researching words instead of buying words, you can blow your budget on just a few clicks.

Facebook is push marketing (also know as interruption marketing)—people aren’t on Facebook searching for products or services, they’re looking at pictures of other people’s’ kids and watching cat videos. Push marketing must be executed with extreme care—you need specific targeting, awesome ad creative, and a relevant offer. 


What’s the difference between a Facebook ad and a Boosted Post?

Facebook offers several different ad units. A “Boosted Post” is called a Page Post Engagement ad, and it’s designed to “engage” users by getting them to click, click to expand a photo, Like, Comment or Share. It is a measure of success if somebody takes one of those actions. The ultimate measure of success for the Website Conversion ad unit is if somebody buys or becomes a lead.

There’s nothing wrong with Boosted Posts, but there is something wrong with the majority of people who use it. This is because they skip the strategy portion and go straight to advertising without working through targeting, business objective, and conversion tracking. So think it through.

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