Beginners guide to using Sponsored Ads on Google and Social Media

2. What are sponsored ads?
 Sponsored Ads are paid advertisements, that
reach a specific target audience, delivering a
message at the right place and right time.
 Effective way to increase brand awareness,
increase sales, & deliver a message in the most
cost effective way possible.
 Via Social Media/Search Engines
The 10, 000 people reached,
weren’t random people, they
were people with a specific
interest in Buiatrics, and with
high potential for submitting
an abstract.

3. The Power of Visuals

4. 1.4 Billion Users
307 Million Users
3.5 Billion Daily Searches
• Huge potential reach
• Target specific niches
• 78% of companies get
¼ of new customers via
SM
• Increase you customer
base, drive sales and
brand recognition
YES..
Does it Work?

5. What You Need To Know…
 Anyone can run an ad, you don’t even
need a social profile.
 There are a few tricky terms and
abbreviations you have to become
familiar with before starting a
campaign(ctr/ppc/cr),which I will go
through later.
 Social Media Ad manager is under the tab
on the top right of the page.
 Just create an AdWords Account to get
started, it’s a straightforward process.

6. 1. Create Campaign 2. Select Objective 3.Target Audience

7. Specific OR large reach?
i.e how many people see your ad..
Depends on your goal..
Specific(1,000’s)
• Email List
• Twitter Handles(ipvs
1,000+)
• Stakeholders
• Students in a
particular University
• Particular
Professions/companies
Broad(1,000,000’s)
• Keywords
• Interests (FB likes)
• Behaviours
• Demographics

8. Keywords, Set Budget & Schedule

9. How do you want your Ad to look?
 KISS-Keep it simple stupid
 AIDA
 Insert your chosen image and text
20% text only
for images on
FB
Make sure image is
correct size
Interesting,
colourful images
CTA

10. Ready to go!
 Double check budget, schedule and keywords etc.
 Fill in billing details, You wont be billed
until after
 Press GO!
A running WBC Facebook Ad Designing a Twitter Ad

11. KPI’s, Metrics & Results
 Constantly monitor your ad.
 Change ineffective keywords,
audiences, CPC(budget).
 Make sure Ad is displaying.
 Conversions>Clicks
 Correct Audience>Clicks
 You can get thousands of clicks, but is it to the
correct people?
 Monitor your web traffic v. online sales

12. Some terms & Abbreviations
 Cost-per-click (CPC) Bid: The maximum amount you’re willing to pay each time a user clicks on your ad
for a particular keyword
 Impression: The number of times an ad is displayed on Google or on sites in the Google Network.
 Click-through Rate (CTR): The number of clicks your ad receives divided by the number of impressions.
CTR helps measure the performance of your ads and keywords.
 Destination URL: The web page on which a user will land after clicking on your ad.
 Ad Rank: Your ad’s position on a results page.
 Broad Match: Reaches the most users, by showing your ad whenever any variation of your keyword is
used in a search.
 Phrase Match: Narrows your reach, by showing your ad only when the search term contains your exact
keyword.
 Quality Score: The measurement used to determine your ad’s relevance.
 PPC(Pay-per-click): Advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of
buying visits to your site.
 The Display Network: A collection of websites – including specific Google websites such as Google
Finance, Gmail, Blogger and YouTube – that show AdWords ads.
 The Search Network: A group of search-related websites or apps where your ads can appear. When you
advertise on the Google Search Network, your ad can show next to search results when someone searches
with terms related to one of your keywords
.

13. Trial & Error
 Don’t be afraid to play around with the
settings
 Set a low budget and see what works
 It’s easy and profitable if done efficiently
 Use online resources:
 Happy to help!
Darraghhayes91@gmail.com
https://static.googleusercontent.com/med
ia/www.google.com/en/uk/adwords/pdf/
step_by_step.pdf