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    The Seo video 2019 is on its way

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    Content is comming soon

    With Instagram recently announcing that they’ve reached a whopping 400 million users on their platform – bypassing Twitter’s 304 million monthly active users – I wanted to take a look at how you can benefit from some of the exciting new features of Instagram ads for businesses. Instagram revealed that from 30th September 2015, all businesses are able to create Instagram ads on a self-service basis (via Facebook Power Editor). They have also made the platform available to more than 30 new countries. Previously, Instagram ads were only available to big brands with big budgets; but us mere mortals have now been given the opportunity to experiment with this platform (wahoo)!

    What Are Instagram Ads?

    Instagram ads typically come in the form of a photo or video. An Instagram ad has the “Sponsored” tag, which sits at the top right-hand corner of the photo/video and can be shown from an account that you don’t necessarily follow. The user being advertised to can follow the brand’s account and can like and comment on the ad. Check out the video ad example below that popped up on my own Instagram account recently: 

    Instagram Ad Formats

    Instagram Ad Formats come in three different styles – Images, Videos and Carousel Ads.

    Instagram Ad Formats

    Source: Iconosquare

    Image Ads – Image ads normally consist of one clear image with a call to action button at the bottom of the ad, such as “Install Now”, “Sign Up”, “Shop Now” or “Learn More”.

    Video Ads – Video ads enable you to share videos up to 30 seconds long with the power of sight, sound and motion. Videos can be uploaded in portrait, as well as landscape format.

    Carousel Ads – In March, Instagram announced the introduction of carousel ads, which is where the user can swipe the ad to see additional images. A call to action button can be installed, which takes the user to a landing page of your choosing.

    How To Create Instagram Adverts

    Below I will run through how to create your campaign and ads on Instagram via the Facebook Power Editor Tool.

    1. Facebook Business Account

    First of all, you need to create a Facebook Business Page in order to advertise with Instagram. If you have more than one Facebook Business Page, you can use the Facebook Business Manager Tool to manage multiple business accounts.

    You can connect your Facebook Business Page to your Instagram account in the account settings; however, this isn’t required to set up the Instagram ads initially.


    1. Create A Campaign In Facebook Power Editor

    When you log in to the Facebook Power Editor Tool, select the account you want to use and then click “Download to Power Editor”.

    From here you can create a new campaign. There are currently three options you can use with Instagram ads: “clicks to a website”, “mobile app installs” and “video clicks”. Select the option most appropriate to your Facebook goals.

    Make sure you select “Auction” under “Buying Type” in order to buy adverts based on your target audience and duration. Name your campaign, advert set and advert – then click “create”.


    1. Choose Your Advert Settings

    When choosing your campaign settings, make sure you are in the “Manage Adverts” section and have clicked on the “Advert Set” level by clicking on the middle box in the navigation bar on the left. Tick your campaign name, so in this instance “Instagram Campaign – Test” and press the edit button located on the right-hand side of the screen in order to access the settings.

    Set your budget, advert scheduling, optimisation and pricing, advanced delivery and then the fun part – audience! There are granular targeting options available in the audience section, so make sure you fill this in as much as you can.


    When you reach the placement section, check the Instagram box – this option cannot be used alongside the other options in the list. You can also specify which mobile devices to target, such as Android or iOS only, or alternatively all devices.


    1. Create Instagram Ad

    The final step is to create your actual ad. Choose the “Adverts” level in the left-hand column, select the current ad and click “edit”.

    When you reach this point, you need to ensure you have selected the correct Facebook page and connected your Instagram account to your page. With this option, you can even create a new Instagram account if you need to.


    From here you need to enter the text for your ad (there is a 300 character limit) and input your destination URL (the page you want the user to land on). Choose your image and call to action.

    Available call to actions are:

    • Book Now
    • Contact Us
    • Download
    • Learn More
    • Shop Now
    • Sign Up
    • Watch More


    If you want to try out using video ads in Instagram, you can see an example of the set up below. It provides you with the specifications of video that you would need to upload. Be sure to select “video views” in the campaign objective, which is located in the “campaigns” section, when using this ad format.


    On the right-hand side, there will be a preview tool, so you can see what your ad will look like. Facebook has very strict rules on using high quality images. For example, I removed the image in the Creative section above and replaced it with the one below because Instagram does not allow text on Instagram Ads, so it is worth reading the Facebook Advertising Policies to find out what is permitted.


    And that’s it! If you’re happy with your settings and how your ad looks, press “Upload Changes” at the top of the page. Your ad will be reviewed and this can take up to 24 hours. Bear in mind that it won’t appear on your feed but you can access it via a permalink in the Power Editor under Advert Links.

    1. Conversion Tracking

    Setting up your Conversion Tracking Pixel is essential to measuring your success. Whether it is to measure checkouts, registrations, leads, key page views, adds to the basket or other website conversions, you need to make sure that you are tracking the most valuable conversion type from your post, so you can test which adverts work the best.



    There we have it – a step-by-step guide to setting up your own Instagram ads. If you need any help setting up Instagram ads on your own website or you simply do not have enough time to do so, please don’t hesitate to contact Seo Advantage today. If you have any comments or questions regarding this post then please leave them below.

    Social media is a powerful tool, which all businesses should be using if they want to prosper in the digital age. However, it’s all very well using platforms like Facebook, but without tracking what works and what doesn’t, how can you be sure that you’re using social in the best way possible? As Facebook is the largest social platform in the world, we take a look at how the network’s Insights tool will help you to maximise this channel.

    What Is Facebook Insights?

    Facebook Insights tracks user interactions on your own business Facebook page and allows you to view which type of content is performing well on your page. Access to Insights is given to all of the admins who are permitted to view and/or edit your profile.

    Why is this information so valuable? Because it allows you to establish:

    • The posts that have received the most likes, shares and comments
    • The exposure and reach of all your updates
    • The percentage of males and females who follow your page
    • The city and country your fans are located in
    • The most popular times/days to post content

    All of this information can be used to work out what type of content you should be sharing from your Facebook page and when’s best to share it.

    Accessing Facebook Insights

    When you log into your Facebook account, you’ll find the ‘Insights’ button at the top of the page next to ‘Notifications’ and ‘Publishing Tools’, as shown highlighted below.

    Koozai blog 1

    Click on the Insights option to take you to an overview of your data. By default, the range of information displayed usually spans the last week.

    This time frame can be extended by clicking on some of the individual tabs at the top of the page, such as, ‘Likes’, ‘Reach’, ‘Visits’ and ‘Videos’.

    So now you know how to access the data, let’s get stuck into what Insights can offer.

    The Best Time To Share Content

    Navigating to ‘Posts’ will allow you to work out the amount of active users online on a given day and also the amount of users online at a specific time.

    In the example below, we can see that the most popular day in the week was Sunday, with 8pm being the most popular time across the whole week.
    Koozai blog 2

    What the data tells you: Understanding when the largest proportion of your users are online, as well as which day and time they’re most active will allow you to target your posts to the widest audience possible.

    You should monitor this on a regular basis so that your social media posting plan and strategy can be adapted to meet any changes you spot.

    The Type of Content to Share

    The ‘Post Types’ button under ‘Posts’ (as displayed below) will also give you some decent insights into the type of content to share in order to maximise exposure and engagement.

    Koozai blog 3

    Once you click through to this section, the following information will display:

    Koozai blog 4

    Here you can see which form of content has the widest average reach; in this case, the running order from top to bottom is shared videos, photos and links.

    This doesn’t mean to say that links should be neglected. It depends what you are trying to use social media for. As an example, you might want to draw attention to a particular news story on an external site and build relationships with specific sites, so in this case links would be worth investing your time in.

    However, if you want the widest number of people to see and engage with your content via likes, clicks, comments and shares, shared video content would be the best approach in the example above. If you’re after post clicks, the same content type would also apply based on the data we can see.

    What the data tells you: Viewing this information allows you to use social media to meet the goals of your campaigns – so if you want comments in the future for example, you’ll know which content type is best for this.

    Demographic of Your Users

    Finally, to work out the percentage split of male and female users who like your profile, the most popular age categories and where your followers are from, click on ‘People’ and ‘Your Fans’.

    Koozai blog 5

    This section in Facebook Insights will also show you the countries and cities your users are from and the languages they speak.

    This provides you with in-depth and interesting information that can be used to target a particular audience based on gender, age, city and more.

    The data you view is easy to analyse and will be displayed like so:

    Koozai blog 6

    Using this data as an example, you could determine that in order to gain the most interaction you should share content with females aged 35-54 who are based in London and speak English.

    Alternatively, if you wanted to increase male followers, you could create social updates aimed at those aged 35-44, again who are based in London, as this is the majority male audience.

    What the data tells you: Having access to these insights allows you to work out which demographic, or segment of a particular demographic, you need to target in order to maximise your Facebook activity.

    Final Thoughts

    Start using Insights on your own Facebook Business profiles and you’ll soon discover how accessing this knowledge will make your social strategy more targeted and successful than it’s ever been before.

    If you need more advice on creating a social media campaign or you’d like a professional Digital Marketing Agency to manage your social accounts, speak to Koozai today.

    In March 2015, YouTube announced YouTube Cards, a flexible new way add interactivity to your videos. What’s more, they look great across all devices, particularly mobile. With more than half of YouTube views now from mobile devices, YouTube Cards make a lot of sense. Let’s take a closer look at how they can be used in your campaigns.

    As a YouTube publisher you may have used or been aware of the annotations tool in YouTube. This allows you to overlay important information and links over the top of your video content throughout the video. This was useful for generating engagement with your channel, other videos, and sending traffic to external websites i.e. your own website pages.

    YouTube Annotations do the job, but they are rather ugly and until recently did not work on mobile devices. Despite the upgrades over the years, and finally allowing them to work on mobile, something new was needed to better perform on all devices through which we can now access YouTube.

    New YouTube Annotations 2012

    Cue YouTube Cards.

    How Can You Benefit From YouTube Cards?

    Designed to be contextual to the video, certain cards will ‘surface’ based on video performance and user behaviour. They are very much still a new tool and not perfect, but you can add cards to your videos now and analyse the performance of them in YouTube analytics.

    YouTube cards allow you to create and promote a number of different things within your video. Let’s take a look in more detail.

    Video Cards

    video youtube card

    These will simply link to another video. Use this to encourage viewers to continue watching a related video and elongate the engagement time they have from your channel. It shows a thumbnail of the video along with the relevant length, creator information and view count, much like in YouTube video results.

    Playlist Cards

    playlist youtube card

    A playlist card is a great way to inform users of a set of related videos and keep them on your channel for much longer. If you want them to perform another action such as visiting your website and buying from you then this might not come until they have watched several of your videos. Use playlist cards to keep them engaged with your content for longer.

    Associated Website Cards

    associated website youtube card

    Direct viewers to your website or another associated URL with your account and convert them to a website customer. Unfortunately you can’t just link to any website.  To prevent any misuse of this feature, YouTube has rules that the links must comply with AdWords policies, YouTube ads policies and YouTube community guidelines. The card can include a thumbnail picture, custom title and call-to-action to better encourage click throughs.

    Merchandise Cards

    merchandise youtube card

    Link to a specific product that you or someone else sells using a picture, title and call-to-action. This can drive valuable merchandise sales that can financially support your YouTube channel production. See the list of approved retailers for examples of shops and products.

    Fundraising Card

    fundraising youtube card

    The fundraising YouTube Card allows you to directly link to a supported fundraising page using a thumbnail image and title. Ideal if you are promoting a fundraising project.

    Fan Funding Card

    fan funding youtube card

    This is another fundraising style YouTube card, however this time it links to an in-built system that allows you collect donations directly (by enabling Fan Funding). This is ideal for users who have an audience that would like to contribute to directly with the minimum of fuss.

    How To Add YouTube Cards To Your Videos

    Adding YouTube Cards to your videos is simple and the card interface allows you to quickly add your cards of choice. You can add up to five cards on one video and this is when YouTube decides which one(s) are most relevant to show.

    1. Navigate to your list of videos and choose cards from the drop down list under the Edit button or view your chosen video itself then choose the cards button from underneath it whilst logged in.
      choosing cards
    2. On the editor screen you can then choose the type of card that you wish to use.add youtube cards screen
    3. Follow the instructions that follow for your chosen YouTube Card. You must enter a valid URL for your chosen card type.
    4. You can then select an image or upload one for the card thumbnail. Make sure it is not more than 5mb and note that it will be cropped into a square.
    5. You can then add your add your Title, call to action and custom teaser text for cards other than the video and playlist cards which are automatically populated.
    6. Once you are happy you click create card and if you wish can adjust the start time for the teaser to appear.

    Using YouTube Cards

    At the moment there are a few things that annotations can do which cards don’t, so you should consider combining the two to achieve your video interaction goals. YouTube Cards do however present the future of interaction on YouTube across many devices.

    As with any new tools, the best way to see what works for you is to try them out. It does appear at the moment that YouTube Cards are designed to support the independent video creator, but with the use of video, playlist and associated website cards a business can make the most of this functionality to increase views and direct website traffic.

    Social Media is the king of the Internet. It’s the genesis point of every viral video, meme, every failure and every win witnessed online. It’s where people go to vent frustration, share the joy and brag. It’s a very human thing – even though the human element seems masked behind a digital wall.

    It’s hard to believe that in the age of social, so many are lagging behind or not even trying. What are the tell-tale signs that you need to give your Social Media presence some more love?

    I couldn’t do this post without mentioning the “Social Media isn’t for us” myth. “We’re not really a Social Media business” is one of the most common things I hear or read. It seems like everyone would rather leave it all to brands like Pepsi.

    Someone tell me – what’s so exciting about fizzy black water? Nothing! All that hype and buzz, all those “open happy!” ads (where people too good looking to be addicted to Pepsi are swilling the stuff and giggling in slow motion) – that’s what makes it exciting. Global brand or not, the purveyors of ambiguously flavored black water are Social Media fiends. It’s a sign of the power it holds.

    Now think about your industry. Are you too boring for Social Media? Are you actually so unhappy with your business that you don’t want to let any of the approximately 2 billion social network users in the world know who you are?

    Of course not.

    It’s time for all business owners to acknowledge the truth; social is here to stay – and it gets bigger and better every day. With super accurate targeting, it’s even more useful than ever too.

    So – what are the signs that you should be investing more in your social endeavours?

    1. You Don’t Know What A Tweet Or A Pinterest Pin Is

    Okay so maybe not YOU – but maybe your boss. If this is the case then your organisation probably doesn’t have accounts on any social platforms either. Maybe the best investment here is sometimes – time to explore, learn and educate people in your organisation on the many platforms out there, how they work and what benefits they can bring.

    Social isn’t just going to blow over because it’s new (and all new things are fads according to my dad). Convincing the people in charge to take on Social Media projects and allocate time to it is all about education. Don’t be shy – learn what you need to, then strut your stuff.

    2. You Have One Very Stressed Out Social Media Executive

    Imagine you are the Social Media Executive at your company. You have 7 social accounts to manage. Complaints are coming through Twitter. There’s a ton of content to schedule. There are a million customer questions to respond to on Facebook. One of your campaigns isn’t going too well and your manager wants a few solutions before the end of the day or the company might pull its budget. That budget includes your pay. Welcome to STRESS CITY.

    That’s no way to live and sooner or later, you’re going to lose that employee. In the meantime, the whole campaign and Internet-facing side of the company suffers when the only person running the show is a little stressed out. Typos, lack of care and off-brand ranting may ensue. So make sure your Social Media Executives are treated as well as your PR people. Make sure you have enough staff and that workload is planned and shared appropriately.

    3. You Can’t Respond To Engagement Quick Enough

    This links in well with the above point, but imagine in this scenario, there is no Social Media Executive – only you. In addition, on top of emails, taking care of customers and sorting out your finances, the last thing you want to do is have a back and forth social update session with a customer on Twitter.

    This is where a Social Media management agency might fit your needs better than an in-house executive. You won’t get the same round the clock, 24/7 approach, but you’ll get some very cool content and ideas thrown your way to help encourage success where it matters.

    What’s more, it’s all off your hands and you don’t have to worry about answering questions and enquiries by yourself – you’ve got it covered and can concentrate on doing what you do best.

    4. You Have Next To No Engagement

    That post of a cute cat got one like – from your mum. And her friend who uses Facebook every once in a while commented “lol”. Your tweets NEVER get retweeted. What’s going on?

    thumbs down

    This can be a sign that you’re spreading yourself too thin, or that your content isn’t resonating with the right audience. If cat pictures get the engagement – then great. But even if it does, you’re not going to get too far with that unless you’re an animal charity, a veterinary clinic or some other cat related organisation.

    Your content is the most important part of the deal here – but timing, understanding events and your niche’s social calendar is equally important too.

    5. You Post Once a Week

    Another killer to any social account is a very clear lack of posts, with vast voids of time between each one. Even a day is too long to leave it in some cases. If you’re worried about annoying your audience, maybe you should think about your content. If it’s going to annoy people, it’s probably not very good.

    This can be hard, because you need lots of good content available to be able to share often. With time, this will get easier because you can repurpose old content and take advantage of annual events. But in the beginning, you’ll need to plan well and prep in advance before you get started.

    The key isn’t how often you post, but what you post. You also need a certain frequency to make it valuable and to measure impact. Try following  other accounts you admire or are interested in and get a feel for how often they post.

    6. Facebook Is The Only Platform You Use

    If so far you think I’ve only been talking about Facebook, then you may have another problem. Facebook isn’t the only place to achieve a social following and get your name out there. It might not even be the best. Twitter is fast and furious, Pinterest is engaging and stimulating, Instagram, YouTube, Vine – they all have their own advantages. Tumblr is a vast ecosystem all of its own that is insanely popular and easy to start communities within too.

    There’s so much more to Social Media than Facebook, but everyone seems to have their default Social Media mentality set to it. I’m not saying this is wrong – I’m just saying there’s so much more. Not every platform will work for you. If you’re not doing B2B or professional services, LinkedIn might not be your bag, but you should still have a profile ready to use if anything were to come up. You never know.

    Diversity is important. Yeah sure it’s time consuming, but you can automate! Right?!

    7. You’ve Automated EVERYTHING

    Automation is awesome. Let the ‘bot do the legwork. With IFTTT, Buffer and Feedly, you can make an endless stream of content that gets tweeted, posted and spread all over the land.

    Awesome right?

    Wrong. It’s so obvious. People can see right through this tactic. It can be done well and I’ve seen some excellent examples of this kind of automation. But things get messy when you try employing sentiment matching (which can’t detect sarcasm it would seem), automatic replies and do the whole inbox blasting thing (thanks for your follow!) that was rife on Twitter for a while.

    I’m all for making your job easier and automating the bits that require no human interaction. But when you have humans talking to a (very, very stupid) machine, they get annoyed. Those automated phone lines that tell you to “press one for billing, press two for new accounts” and so on? Nobody has ever got off of one of those calls and thought “that was nice. What a lovely machine.”

    People are what make social work, so invest in them. Invest in a team and real people to do the talking. Yes, technology is excellent. But only a fool trusts their livelihood to a machine.

    So What Do You Think?

    Are you on top of your Social Media campaigns or have you neglected your accounts? Why not grab our free Social Media whitepapers, fill your brain with knowledge and get your social on?!

    If you need more advice on how Seo Advantage can help you with your Social Media strategy and campaigns then contact us today.

    Today I had the honour of speaking at The Inbounder conference in Valencia on the subject of paid media and how we as advertisers should be utilising as many of the relevant platforms as possible to channel our audiences through the purchase funnel.

    If we look back to the year 2000, when Google AdWords first launched, all we had to target with was keywords. Flashing forwards to 2016, not only have AdWords and Bing advanced so much that we can target our actual audiences within our paid campaigns, we have also witnessed the arrival of many other paid media platforms which all serve a different purpose.

    Your audience is your Unique Marketing Point (UMP)

    Forget talking about USPs. Businesses try and shoehorn USPs into the marketing strategy but with the sheer number of businesses online, it is becoming increasingly difficult to actually come up with something that is a unique selling point for you. Unless you have launched an entirely new initiative or have something that you offer your customers that your competitors don’t, I don’t believe many of us have real USPs.

    However, what we do have that we should be using within our marketing, is our website audience. People that come onto your website belong to you. Your competitors are unable to replicate your audience, which is why it is your Unique Marketing Point (UMP). As advertisers we should be using this to our advantage, not only within our paid media campaigns, but across all our marketing channels.

    Once you understand the types of people who navigate their way around your website and what their intentions are, it can get really powerful. I actually spoke on this subject at BrightonSEO earlier this year, and the slides can be viewed here if you want to know more about this.

    The Paid Media Marketing Funnel

    So many of us look at Paid Media as being a direct response channel; a channel that elicits sales off the back of the campaigns that we run. This is definitely true in some form, but there is so much more we can do with paid media to drive people into the top of the sales funnel, nurture them through their journey, entice them to purchase, maintain a level of loyalty and encourage advocacy.

    This is what excites me and makes me so passionate about paid media.

    The aim of this post is to show you all the different ways in which we can use paid media throughout the funnel and which platforms and features should and could be utilised. Obviously, as with all forms of marketing, there is not a one size fits all strategy. If you want to do this right and gain the results at the end, you need to devise a paid media strategy that suits your business. This post should inspire you and give you some ideas – but you still need to do the hard work.

    If you would prefer to look through the actual slides from my talk, you can do this now. The slides contain actual strategy ideas for example brands that may help you to put some of the ideas into context.

    Dominating the Paid Media Universe from Koozai

    The rest of the post explains the funnel, the stages, and gives you an overview of the platforms and features that could be used. This is my no means exhaustive. There will always be a lot more we can do at each stage but this should give you a nice starting point.

    Let’s talk funnels…

    The Funnel

    Unaware and Aware

    Your customers don’t just wake up one morning completely unaware of you as a brand and hop over to Google or Bing and search for your brand name. In an ideal world this would be a fantastic but it is really not the case.

    Whether you are doing offline or online marketing, there needs to be a trigger that gets your potential audience’s attention to make them look up from their busy day to day lives and become aware of you.

    There are many paid media platforms and features that are designed for this very purpose, but I don’t feel they are used anywhere near as much as they should.

    The top of the funnel (Unaware and Aware) is the starting point for grabbing the attention of potential customers. If you miss out this vital first step, you are losing out on future sales. Yes you are likely to pick people up along the way through other paid media campaigns, but surely you want to get as many people as possible in at the top so you have a better chance of converting them at the end.



    Once you have caught the attention of a potential customer, that isn’t the end. More often than not, those customers don’t all immediately make a purchase; some will, most won’t. It is at this stage of the funnel that you need to get them considering buying from you. I like to think of this as the reinforcement stage – the stage of subliminal messaging that triggers their attention.

    A big thing for me at this stage is making sure that you have a positive presence when a potential customer is searching for you online. They are at the stage where they want to know more about you so they will search for your brand name and look up what people have to say about you. This could be followed up with subsequent searches where they are drilling down more and searching for your brand name + reviews. All these research led terms need to have paid ads served against them. It is all too easy for your competitors to appear at the top of the SERPs and pull your potential customer away and into their purchase funnel.



    The sheer volume of companies doing business online now has taught us as humans that we shouldn’t buy from the first company we see. We need to research and find the best company to buy from; whether that is down to price, customer service, or product offering, we all shop around.

    This is the Preference stage and it is imperative that you have your offering, your messaging, and your strategy right to stop your potential customers from buying from a competitor instead of you.

    One of my favourite tactics at this stage is using Gmail Sponsored Promotions to target people who are receiving emails from your competitors. By uploading a list of competitor domains as keywords in your Gmail campaigns, you can make sure your advert appears at the top of potential customers Gmail mailboxes IF they have received an email from a competitor. If you are signed up to your competitors mailing lists, you will be able to understand the messaging and offering they use and make sure your ad includes an offer that beats the one they have received from the competitor. A sneaky tactic but it can work wonders.



    I don’t think this stage needs much explanation as it does what is says on the tin. This is the stage where you want all the hard work you have done to come to fruition, nurturing people through the marketing funnel to actually part with their cash and make a purchase. If you lose them at this stage (you won’t convert everyone) it is annoying, so you want to do as much as possible to get the audience to buy from you.

    Paid Media (especially on AdWords and Bing) is great for this stage of the funnel. Let’s face it, it is what it was designed for in the first place, but there is still work involved to get this right.

    One of the more recent features that Google AdWords have brought out is Similar Audiences, which basically takes a particular audience segment, dissects the demographic makeup of those within it, and builds a similar audience of people that are not currently aware of your brand. This feature ties the Purchase stage of the funnel to the Unaware stage of the funnel. You can take your learnings from all the people who have made a purchase from you and go out and find a new audience that is likely to buy from you as they appear similar in their sense online. Google released some stats on this feature that show an increase of 41% in conversions for advertisers who have used this feature. Definitely worth a try!



    Advertisers often forget that paid media can be used to keep existing customers loyal to a brand and get them coming back to buy again and again. Once we get people to buy, this is often where paid media stops which is why I think there is such a huge opportunity to really capitalise on the channels available to us.

    Whether you use Gmail Ads coupled with Customer Match to promote a loyalty scheme or RLSAs to bid on competitor brand names if your existing customer base starts to shop around again, you should be doing something.

    You have paid a lot to nurture the audience through to this stage and the cost of maintaining them and increasing their value to you is a lot less than it would be to acquire a brand new customer.



    The final stage of my paid media funnel is Advocacy; the stage where we encourage our existing customers to tell their friends about us. People buy from people and when a friend talks about a brand vs a brand talking about a brand, the conversion rate is much higher. If we know that our friends are happy with a product or service, they have done the hard risky work of trying something new, and we can then make our purchase without so much worry or concern that we are buying from the right company.

    Recommend A Friend schemes can be great for this. If you reward your existing customers with money off future purchases or gifts if they recommend you to their friends and family, you can really boost your overall turnover from paid media.

    There are various ways in which you can promote a RAF scheme, but social channels can be most effective (especially in B2C industries). Friends hangout on social channels, so why not make use of these properly and get them working for you and driving more business back to your site.


    Attribution is vital in the Paid Marketing Funnel world 

    Finally, I think it is very important to mention attribution at this point, especially when it comes to paid media. A typical conversion path is very rarely one visit and then a conversion straight away. People research, and like to come back to sites time and time again, sometimes conversion paths can even be in excess of 60 visits before a conversion actually takes place.

    If you are looking to pull together a paid media strategy for your business that encompasses two or more campaign types, it is so important that you understand how each plays into one and other and the value that is attributed to each.

    With AdWords, the conversion and the value is always attributed to the last ad clicked, which means that quite often you will see display campaigns that are there to drive awareness don’t show much value. However, if you use the attribution reports within AdWords, you will more often than not see that the display campaigns are what initially led the audience that converts through to the site.

    Not paying attention to attribution could lead you to make a big mistake by switching off campaigns that on the face of things don’t look like they convert but they are assisting conversions along the way.

    If you have any questions about my talk or this post, please get in touch or drop me a message on Twitter @SamJaneNoble.

    Today I had the absolute pleasure of speaking at Pubcon in Las Vegas alongside Lisa Raehsler looking at Paid Media strategies for targeting website audiences across every stage of the funnel. Lisa took the first part of the funnel from Unaware through to Buy and then I followed looking at strategies for increasing customer loyalty and encouraging customers to become advocates of the brand.

    So many brands still heavily focus on using Paid Media to drive new customers but they are missing out on such a massive slice of the market by doing this. As advertisers we need to shift our mindset and also start thinking about what we can do to keep our existing customers from buying from us time and time again. Your happy customers can and should be your biggest advocates and we can also use Paid Media to encourage this further.

    A Mindset Shift: Thinking Beyond the Paid Media Conversion

    The slides are pretty self explanatory and include 14 different strategies that you can use to target people for loyalty and advocacy.

    If you do have any questions or want more detail on how to implement any of these, please do get in touch.