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Tag: Beginners

Dynamic Search Ads For Beginners

September 1, 2019 No Comments

Learn what Dynamic Search Ads (DSAs) are, how to set them up and how they can be used alongside remarketing.

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Facebook dynamic ads: A beginner’s guide

March 9, 2019 No Comments

Facebook constantly expands its advertising offerings by introducing new features to accommodate advertisers in their effort to make the most out of their platform.

Whether it is creating ads that tell the brand’s story with carousel ads, immersing users in their brand’s world with Canvas or Stories ads, or cutting down the time to create creatives while at the same time tailoring the ad to the ad viewer with dynamic ads, Facebook wants to ensure that it gives advertisers the tools to drive results across its platforms.

In a world where personalization is vital to make experiences more engaging, Facebook Ads are no different. Advertisers need to customize their offering, ad copy and ad creative to ensure the best experience possible. A great experience tailored to the user’s needs hopefully equals higher engagement — or, in terms of Facebook advertising, conversions.

Tailoring your ads to your user, the manual and tedious way

One way you could promote your products to potential customers before dynamic ads were available was to create a single image or carousel image ad and guide people to specific product pages on your website.

But if you were a business with a large inventory to promote, you needed to create as many ads (creative and links to product pages) as your products. And if you wanted to tailor your ads based on where they are on the marketing funnel or the actions they performed (e.g. they viewed or added to the cart a particular product), then things could become really complicated really fast.

Dynamic ads (or dynamic product ads as they are formerly known) allow advertisers to not only automate this tedious process but also create highly personalized ads that promote products with up to date information.

Dynamic ads: The definition and requirements

Facebook dynamic ads help advertisers display the right product to the right people at the right time. Here is how this happens:

A potential customer visits your site and browses through your products. Facebook, through the Pixel, will pair products and users and ‘take notes’ on how they interacted with them. When you create a dynamic ad you can include everyone that exhibited the same behavior, bring them back to your website by displaying the very same products each user engaged with using accurate and updated information available in the product feed. This how dynamic ads can help your visitors to complete the transaction.

To be able to run dynamic ads you need to have the following in place:

  1. A business manager: This serves as a big folder where all of your assets (Facebook page, Ad account, Pixel, and Dynamic ads-related assets mentioned below) will be organized.
  2. Product feed(s): This is the file where all your products and product information will be stored.
  3. Product catalog(s): This is where your product feed is hosted.

How to get started with dynamic ads

Dynamic ads are a powerful offering that can be used across a variety of verticals. Currently, dynamic Facebook ads are available to businesses that sell products (ecommerce), hotel, flight, destination, and home listings.

Your business type will dictate the events (standard or custom) you need to implement. Here are the typical standard events needed for ecommerce businesses.

Table of typical e-commerce business standard events for Facebook dynamic ads

Source: Facebook

You can add as many events you need to align them to your funnel. Once you have the events implemented, you need to create the feed.

1. Creating a product feed

Facebook requires Facebook advertisers to list all of their products in a file following a specific format. This file is the product feed that will feed the products to your catalog. Depending on your ecommerce platform, you may need to create a data feed using a .csv, .tsv, or .xml file or a third-party feed provider to facilitate this process.

Download the data feed template and fill in the information. Here is what your feed needs to include:

Creating a product feed in Facebook dynamic ads

Source: Facebook 

Be sure to test your feed with Feed Debugger to ensure that your feed is set up correctly and fix any issues that may arise.

2. Creating a product catalog

Now, we can create a product catalog. Visit Catalog Manager in your business manager and choose the type that best describes your needs.

Creating a product catalog in Facebook dynamic ads

Name your product catalog and click on the ‘Add Products’ button to upload your product feed.

Ad product screen in Facebook dynamic ads

Next, choose how you will upload the data (schedule or a one-time upload) and insert the URL of your product feed.

Uploading product data in Facebook dynamic ads

When done, go to the ‘Diagnostics’ tab to check for any issues, if you have done so with Feed Debugger. Now, that your product catalog and product feed are all set up, we can move to the exciting part; creating the dynamic ads campaign.

3. Setting up a dynamic ads campaign

To create a dynamic ads campaign, head over to Ads Manager and choose ‘Catalog sales’ as the campaign’s objective. Setting up a dynamic Facebook ads campaign

At the ad set level, create a product set. The product set is a subset of your product catalog, and it contains the products that will be displayed through this campaign.

Product set in Facebook dynamic ads

Next, in the audience section, choose ‘Define a broad audience and let Facebook optimize who sees your products’ so you can reach new people (prospecting campaign). To remarket to existing visitors, use the option “Use info from your Pixel or app to create a retargeting audience “.

Defining the audience in Facebook dynamic ads

Scroll down below the connections menu and click ‘Show Advanced Options’. Here are some options that let you refine your audience and exclude people who are less likely to take action, such as someone who has already visited your website or bought from you.

adding a connection type in Facebook dynamic ads

Next, you want to optimize for the right event type. Choose the event that you want to optimize for (View Content, Add To Cart, or Purchase) and set the conversion window to one that suits your needs.

optimizing a Facebook dynamic ad

Be sure to fill in any other information (i.e. targeting, budget, etc.) the way you usually do. Now, we will create the ad.

When choosing the ad format (single or carousel), take into account the type of images used in your product feed.  Typically, landscape images will look great with the single image ad format while vertical images will look better with the carousel ad format.

Now for your ad copy, you don’t need to manually insert the product name, description, or any other product information. You can use the ‘+’ button inside each box to pull a catalog field from your product feed.

For instance, click the ‘+’ button in the text field, and select ‘Price’ from the drop-down list.

Adding ad copy details in Facebook dynamic ads

There you have it. You’ve successfully created your first dynamic ad.

Using dynamic ads creatively

As mentioned previously, dynamic ads are currently available if you promote products, vehicle, flights, destination, or home listings. If you don’t see your business type here, don’t get discouraged as dynamic ads can be used for all verticals. Here are some examples of using dynamic ads creatively.

1. Using dynamic ads to promote your blog posts

When using dynamic ads to promote your articles, the articles serve as products, and all product info will be the article’s information. For example, the product id will be the article’s id; the product description will be the article’s description and so on. Have in mind that you don’t need to rename the product feed’s, only the contents of it.

Promoting your articles this way, allows you to save time and automate a tedious process. Plus, you can easily choose whom you will target; new or existing audience.

promoting blog posts on Facebook dynamic ads

2. Using dynamic ads for a betting company

To use dynamic ads top promote betting services, we substitute the products for matches/games and take of advanced product feed offerings by changing product availability based on time. Since matches are time-sensitive, we need to ensure that no match would get advertised after the betting period has ended.

Although these are just two cases, dynamic ads can be used for the majority of the verticals out there.

Making the most out of your dynamic ads

Dynamic ads are a powerful tool in Facebook advertiser’s arsenal. Since its launch, new possibilities are constantly being added. Here are some possibilities that you will find interesting:

1. Customizing the appearance of your Dynamic Ads

In an endless newsfeed where a majority of the ads look the same, you should create and apply custom templates to your dynamic ads to help stand out and grab your ad viewer’s attention. Depending on the period you are advertising in you can create Christmas, Valentine’s day, Black Friday inspired templates. You can also create “evergreen” templates that include your logo and your brand’s colors.

Customizing your ad Facebook dynamic ad experience

2. Multi-language and multi-country dynamic ads

Recently, Facebook released two new features that help you target your ideal audience within a country where many languages are spoken. Creating multi-language dynamic ads is very straight forward. Set up the dynamic ads campaign the way you normally would, and use the ‘Create in Different Languages’ option.

Multi-language and multi-country dynamic ads

Have in mind that this will only change the ad’s copy, not the information that comes from your product feed.

If you are promoting your products across countries that have different currencies and you need to tailor product information to the language of your audience, then you need to create additional feeds that will include currency information (one feed) and country/language information (second feed).

Add product information screen

Both secondary feeds can be set up in your Catalog Manager. If you are targeting an international audience consider tailoring your ads to match their language. The chances are that your ads will convert better.

Screenshot of description

A secondary feed that holds information on different languages will look something like the above screenshot. You need the product id which uniquely identifies your product, then state the overrides for each country-language combination and provide the all necessary product info for each language.

For currencies, you will work similarly. Provide the product id, the country and the price in the country’s currency.

Screenshot of price

3. Using animations in dynamic ads

Using animations in Facebook dynamic ads

The slideshow dynamic ads format helps display your products to users from different angles, including close-ups, without users having to click on the ad. This way, you bring the web experience straight in the users’ NewsFeed. To create Slideshow Dynamic Ads you only need to include multiple images of the same product in the feed as opposed to only one and check the box ‘show when available’ under ‘Catalog Assets’.Screenshot of catalog assets

Final words

Facebook Dynamic ads are a great advertising solution and should be part of your online advertising strategy. They allow you to automate ad creative creation, tailor your offering to your ad viewer and optimize for success. When done correctly, Facebook dynamic ads can help achieve your KPIs and make more bang for your buck.

The post Facebook dynamic ads: A beginner’s guide appeared first on Search Engine Watch.

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SEO 2019: Nine tips for beginners

December 25, 2018 No Comments

Interested in learning more about SEO in 2019? Here are the key trends you need to follow to improve your search optimization skills.

It’s easy to get confused by the information overload when you’re just starting with SEO. Too many tactics can discourage you from practicing your skills. However, it doesn’t have to be scary to learn more about search engine optimization.

That’s why we’ve analysed the key SEO trends for 2019 and what they mean to someone who’s just getting started with search engine optimization.

1. Start with optimizing your site for mobile devices

Mobile optimization is critical when you’re getting started with SEO. Start by testing your site’s performance and load speed across all devices.

Every delay in browsing may be a missed opportunity to engage a new visitor.

People are spending more time on their phones every year, which means that a new SEO strategy cannot ignore mobile optimization. Moreover, it goes beyond improving e.g. the site speed on your site. SEO in 2019 is about understanding the ‘mobile consumers’ and how their searching habits differ when they are on the go comparing to a desktop user.

Think of your own searching habits when you’re in a rush and you’re looking for a fast answer. Or think of the search result that grabs your attention. Chances are, it’s mobile optimized and it takes into consideration that you’re looking for a clear and quick answer without further delays.

2. Understand how users search 

We tend to assume which keywords will perform better over others. Keyword testing is always a good idea but SEO nowadays is focusing more on understanding the search intent. It’s not enough to find an effective keyword that leads traffic to your site.

A long-term SEO strategy relies on search intent and the reasoning behind every search. Once you start understanding how your target audience is using search engines, then you’re able to optimize your site more successfully.

Searches are becoming more dynamic and it’s not enough to rely on assumptions. Start testing how your optimization can affect your search traffic and start applying more conversational queries to your keyword mix.

3. Write for humans, optimize for search engines

A successful SEO strategy does not ignore the human element when optimizing a site. We are not just picking good keywords to improve our site’s rankings. The goal is to pick the right keywords that your audience would use in a way that the content remains relevant and engaging.

Always start by thinking of your audience when creating your content. Your content should be both interesting and relevant to them so that they want to read more about it. Once you start understanding the content that your readers want from you, it’s time to focus more on its optimization.

It’s not enough to create good content if you don’t get people to read it. That’s why you want to optimize your content to reach higher in the SERPs.

There’s no need to start adding keywords in your content simply to appeal to search engines. Google and the rest have become way too sophisticated to reward such techniques.

On the contrary, the quality of your content and its relevance, for example, can help you increase your search traffic. Find the right balance between quality content and search optimization for the best results.

4. Analyse your existing search traffic

If you’re not sure how to get started and what to test then start by having a closer look at your current search traffic.

What are the best-performing pages? Which keywords is your audience using to access your content?

Analyse your top 10 posts and what they all have in common. Is it the quality of your content? The length of each post? Did you follow the best practices of on-site optimization?

Find the posts that work well as evergreen content and think of new ways to update them. A closer look at your search traffic and current SEO performance can even help you update your content calendar with topics that your audience would appreciate.

5. Stay up-to-date with the latest changes in SEO

If you want to master SEO, you need to follow the latest trends and the algorithm updates that might affect your tactics. As with every new skill, it’s useful to keep reading about it to stay informed about any recent changes.

Whether you’re a beginner or an experienced professional, it’s still important to keep reading about the latest SEO updates and what they mean to your strategy.

6. Learn the most important ranking factors

As we’ve just mentioned in the previous tip, it’s useful to dedicate some time every month to catch up with the latest SEO updates.

A great starting point is to read more about all the ranking factors that affect your position in the SERPs.

From the relevance and the use of the right keywords to the page speed and the use of backlinks, it’s good to learn how each ranking factor can affect your optimization tactics.

The list may be long, but here are some important ranking factors to help you optimize your page in 2019.

7. Never underestimate UX

User experience is becoming more important for SEO year over year. As Google is evolving, search results are becoming more personalized and the goal is to offer the best experience to the users.

The quality and the relevance of your content are very significant, but you also need to ensure that your site’s UX is appealing enough to encourage people to keep reading.

A good post cannot be engaging if your page is not, for example, optimized for mobile or if it doesn’t facilitate longer reads.

What you need is the right balance between great content and even better user experience. None of the two alone can lead to great SEO success.

Start analyzing your current bounce rate and the time spent on site and see how these compare with your site’s load speed.

Test your site’s performance across different browsers and devices and start improving all the issues that may risk you losing your readers.

8. Discover the link between social media and SEO

Social signals may not be among the ranking factors, but it’s still useful to understand how your social presence can affect your search results.

As social media becomes a bigger part of our lives, it can define a big part of our online presence and authority. The same occurs to all brands with an existing social presence.

Google has started integrating social results to the search answers in an attempt to present a more holistic idea of an online presence. By indexing more content to the search results, users are able to find the right answer to their questions as fast as possible. Thus, it’s good to keep in mind that your online presence and authority are not limited to your search results.

Similarly, social networks are turning into their own search engines where users are still looking for an answer to their questions. YouTube and Pinterest have become very popular visual search engines, while Twitter and Facebook can be helpful for finding more information about a person or a news event.

This means that our searching habits are changing and it’s useful to understand all the different ways someone can find your content on various channels.

9. Understand how voice search works

Voice search will be the biggest trend to shape SEO in 2019 and 2020. It is already seeing a growing adoption rate and more consumers are expected to use voice commands in 2019.

This means that search optimization should change to understand the new kind of search intent. People tend to use longer questions and more conversational queries in voice search. The challenge is to understand which keywords will be more relevant to your audience and how to measure the success of your strategy.

Although the measurement is still at an early stage, it’s still useful to understand the difference between text and voice commands. 

The more we think as consumers, the higher the chances of answering their questions in the most relevant way.

Overview

SEO doesn’t have to be complicated. You can start the new year by boosting your skills to try out new ideas.

One step at a time can help you improve your site’s optimization. The best way to get started is to pay attention to your readers’ online habits.

  • How do they behave on your site?
  • What are your best-performing pages?
  • Which keywords do they use?
  • What can you improve today to boost your SEO strategy?

The post SEO 2019: Nine tips for beginners appeared first on Search Engine Watch.

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Beginner’s Guide to Creating DoubleClick Campaigns

June 27, 2018 No Comments

Knowing how to advertise in a new platform can be intimidating. This guide will walk through a step-by-step process of how to create campaigns in DoubleClick.

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RStudio for PPC: A Beginner’s Intro

January 12, 2018 No Comments

A beginner’s intro to using RSudio for PPC analysis and reporting.

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Beginner’s Guide to Snapchat Ads for Apps

January 6, 2018 No Comments

As Snapchat’s highly engaged users continue to grow, learn how you can tap into their audience to gain new app users.

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Dynamic Search Ads For Beginners

March 4, 2017 No Comments

Learn what Dynamic Search Ads (DSAs) are, how to set them up and how they can be used alongside remarketing.

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The Beginner’s Guide to Putting a Co-Marketing Strategy in Place This Holiday Season by @seocompanymiami

November 25, 2016 No Comments

As the holiday season approaches, marketers are looking for ways to increase profits, drive traffic, and improve business-to-business relationships. One of the best ways to do this is through co-marketing, or in other words, having two companies collaborate in order to get the most out of a campaign.

The post The Beginner’s Guide to Putting a Co-Marketing Strategy in Place This Holiday Season by @seocompanymiami appeared first on Search Engine Journal.


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