The webinar on ‘Lead Generation through Google Adwords’ threw light on the various ways to help marketers begin with lead generation through Google Adwords.  A number of interesting questions were asked by the attendees. If you missed it, you can watch the webinar here.

Lead Generation through Google Adwords

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You could also take a look at the Webinar FAQ here.

In the hope of making advertising more interactional, more conversational and more user-friendly, Google Inc. rolled out its latest ad feature, +Post Ads, late last year. This would significantly affect the buying and selling decisions of customers and advertisers, in 2014.

What are Google +Post Ads?

Google rolled out a new feature called +Post Ads to a select number of brands. This feature would enable them to share Google+ content as Google ads.  However, these +Post Ads will not run on Google+ but will run on Google’s vast Display Network that includes nearly 2 million websites!

Here’s what Eran Arkin, Product Manager at Google, had to say :

“We’ve recently started testing a new, brand-friendly format: +Post ads. +Post ads allow a brand to take a piece of their public Google+ content, like a photo, video or even a Hangout, and with a few clicks, turn it into a display ad that can run across the more than 2 million sites in the Google Display Network.”

So the ad would look like this –

Car_ad

 And if an interested customer clicks on the ad, they would land on the official Google+ page of that brand –

Car_ad_on_Google_+

In a nutshell, the ads that you create on Google+ will not run on Google+. Instead, it will run on Google’s Display Ad Network. These ads, known Paid +Post Ads have been launched with partners, Cadbury and Toyota. In the next couple of months, Google will be getting feedback from the select brands, to find out how it has actually worked for them.

These ads will allow companies to share their Google+ content with the public in the form of ads. These include status updates, videos, photos, and Hangouts. The idea is to increase engagement and thereby, increase sales.

Google Display Network

Twitter has become the latest web giant to join the likes of Google and Facebook, to use cookies for retargeting. On December 5 last year, Twitter Inc. announced that they will begin showing ads to Twitter users, based on their browsing activity. With Twitter’s new advertising feature, marketers will be allowed to display targeted Twitter ads with the help of cookies.

Twitter had earlier announced that it would start testing targeted ads, based on browsing history of the users. Now, with the launch of ‘Tailored Audiences’, Twitter will  be competing with the likes of Facebook, Google, Amazon and many other companies that rely on internet advertising.

How will it work?

Let’s say you visited a specific mobile company website before logging in to your Twitter account. You might find promoted ads from that mobile company on your Twitter timeline.

Here’s an example, as shown by Twitter in their Advertising Blog 

Targeted Ads

Is this a good time?

The increasing public outcry and debate over invasion of privacy, due to this tracking technology hasn’t seemed to affect Twitter’s decision to join the club. On the contrary, this new feature is expected to raise revenues and advertising rates for the company.

What if I don’t want to be tracked?

Twitter has clarified that it will abide by and respect the choices of its users. If you do not want to be tracked, go to Twitter’s Help Center  and opt for the ‘Do Not Track’ option for your browser.

In case of promoted ads on Twitter, you can adjust your settings on Twitter. Tick the box next to “Promoted Content” if you wish to receive such ads. Uncheck the box if you don’t. The steps to do this are given below.

Step 1

Sign in to your Twitter account and go to ‘Settings

Step_1_-_Go_to_Settings
Step 2:

Under ‘Settings‘ select ‘Security and privacy‘ on the left

Step_2_-_Slect_Security_and_privacy
Step 3:

Scroll down and do the needful.

Check the box if you want promoted content.

Uncheck the box if you don’t want promoted content.

And then click on ‘Save changes’.

Targeted Ads

What will this mean for marketers?

Marketers can use Twitter for ad retargeting. It will particularly help brands who are on Twitter. For instance, if I go to the website of Brand X, and then I log in to my Twitter account, I will most probably find promoted tweets of Brand X on my timeline (provided Brand X is on Twitter and my privacy settings permit tracking features).

What will this mean for users?

Users will see promoted tweets of company websites they recently visited.  This could be good or bad depending on the offers in particular. Of course there is a way to get out of this. Change your settings and you will be free from ‘promoted content’. On the other hand, if you don’t mind occasional ads about things that actually interest you, then don’t change a thing.

In all probability, this will only help Twitter gather momentum in its advertising ventures.  Targeted ads have greatly benefited Facebook and Google and are expected to have the same effect on Twitter as well.

The attendees of the webinar on ‘Drive Traffic and Generate More Leads with Google Display Ads’ raised a number of pertinent questions related to Google Display Ads and the display network. Some of the questions have been answered in this post, for the benefit of those who missed it.

View the Recording

Question 1

The leads that I get from display network are lower in quality as compared to Search Network. Is this usual?

Yes, that might be the case. Unlike the visitors from the search network, these guys are not specifically searching for what you have to offer. You can make sure that the display network gets you relevant leads by making the best of the targeting options available to you. If you are getting enough impressions by setting really specific placement, topic and contextual targeting options, use them. This way you would get lower traffic, but quality leads. Remarketing and Similar Audience targeting would also get you more relevant leads.

Question 2

I have used the contextual targeting option in running the Google display ads before, and faced the main problem of relevant targeted pages to show the ads. I applied further filters, but it made the impressions very thin.

Instead of using the contextual targeting option, try using the topics targeting to see how that works. Unless you experiment, you will not be able to figure out what works the best for you. You definitely would get much lower impressions by using multiple targeting options but the lead quality would be higher. However, if the impressions are too low, the ads won’t show up at all, so it’s better if you don’t choose all the targeting options together.

Retargeting

Question 3

In the display network, I have not been able to see any relevant placement options to drive relevant traffic to my website.

If that’s happening, use topics targeting instead of placements. Google has already grouped the sites in its display network into different categories, and you should be able to drive relevant traffic by using topics.

Google Display Ads

Question 4

How to increase website conversion rates?

There can be multiple ways to improve the website conversion rates. The very first one is to redirect your campaign traffic to a lead capture landing page, instead of your website. The landing page must be relevant to your ad copy ‘or’ ad image, otherwise the conversion rates would drop. The website conversions would also depend on what you have to offer. If there is an offer on your landing page (like discount coupons, free e-books etc.) the conversion rate would be higher than otherwise.

Question 5

What is minimum REACH number to run campaigns?

Try at least for few million impressions and bid high; in a day or two, if you are not getting enough impressions, then increase the reach (by relaxing the targeting a bit) and increase the bid further.

Question 6

I am trying to create 2 ad groups for display text and image display ads. Can we create both in a single campaign?

I would recommend you to keep a separate campaign for this. However, if you are wondering whether you can do both in one, then the answer is yes.

Question 7

Can I have desktop level targeting for a specific OS (OS X or OS X 10.9)? I want to use Adwords for MAC apps promotion. Most MAC specific websites have Google Adwords as one of the major display advertising platforms.

Desktop level targeting option is not there in Adwords. What you can try though is to run mobile ads – there you can control the ads to be delivered by device – you can choose iPhone – users of this device have high probability of having Mac. So, you would be able to reach out to your target audience. However, you would get the correct facts only after you run a trial campaign.

If your apps run on mobiles, then you can create App promotion ads as well.

Question 8

How can I enroll for a DoubleClick for Advertisers (DFA) Account?

DFA is an ad management solution that helps advertisers and agencies manage their digital advertising programs. You will need to contact their sales team if you want their service. Here is a DoubleClick for Advertisers link to their contact page. However, it must be said that several people have complained about the sales team not getting back to them. Hence, it can be safely assumed that perhaps they have a certain criteria, based on which they enroll customers.

Google Display Ads

A bunch of interesting questions were asked by the attendees from the latest LeadSquared webinar on ‘How to Generate Leads with Facebook Ads’. Those of you who missed it, here’s an opportunity for you to look back at the proceedings of the webinar. You could also watch the webinar here.

Webinar FAQs and Tips

Question 1:

How can we create ads that show up on the login screen of Facebook?

Facebook__Ad

 The log out ads on Facebook are a part of Premium ads that Facebook provides, and are not available in self-serve ad creator. It can be purchased using insertion order through a Facebook representative. However, they would make sense only for big brands, because the cost for those are speculated to be too high. Facebook doesn’t disclose the amount charged for this ad type, but buyers say that they cost around $100,000 per day.

Question 2:

How to create a Facebook conversion pixel, and how to actually embed them on your “Thank-you” page? What exactly does this pixel do?

Please go through this post to understand how to embed the conversion pixel on a Thank You page. To understand what it does, you can think of it as Google’s conversion tracking code. If you have it embedded on the post-form submission page, then the number of conversions are counted on Facebook (i.e. every time a form-fill happens, and the user is redirected to the post-form submission page, the conversion script is rendered, thus counting the conversion on Facebook). So, you would be able to measure the performance of your campaign in Facebook itself, by comparing the number of conversions against the number of ad clicks.

Question 3:

What are the advantages of Marketplace Ads vs. Sponsored Stories Ads? Does one cost more than the other?

Sponsored Stories ads look more attractive, and consequently are recorded to have a better click through rate and lower cost.

Mp vs Ss ad

Question 4:

Can we compare our ads and bids for ads with our competitors?

The bid amount suggested by Facebook is based on the targeting and the competitors’ bids itself. So, when you are creating the ads, you would bid an amount comparative to your competitors. However, you would not be able to do a side-by-side comparison.

Question 5:

How can we decide our amount for per click for a certain ad?

Facebook suggests you the bid based on the competition and the targeting options chosen by you.

Add custom tabs on your Facebook pages that link to LeadSquared’s landing pages here.

The webinar on ‘How to Generate Leads with Facebook Ads’ is ideal for any marketer just starting out with Facebook ads and is looking to generate leads with these ads. A number of interesting questions were asked by the attendees. If you missed it, you can watch the webinar here.

How to Generate Leads with Facebook Ads

View the Recording

You could also take a look at the Webinar FAQ here.