A recent visit to Japan by my colleague, made me think of taking a trip myself. Dutifully, I began my research and ended up on Thomas Cook’s website (since it was highly recommended by a friend). Literally, a few minutes later, this is what I saw on my Facebook feed.

facebook remarketing - thomas cook

Not only was it relevant, it also comes with discount codes that might just push me further along the buying cycle. While it might seem weird to someone who is not familiar with the concept, we marketers recognize this as effective remarketing.

Why Facebook remarketing?

There are three main reasons a person visits your website. They want:

  • information about you
  • to contact you
  • to buy from you

More often than not, buying decisions take time, especially in the case of big purchases like software or real estate. But, by repeatedly showing them what they are uncertain about, the chances of them changing their mind is higher. Which is why you should aim at running re-targeting ads, regardless of the nature of your business.

Here are some more reasons to convince you.

facebook remarketing - infographic

How does it work?

Say Frank wants to buy a shirt. So, he goes on the website, looks at a nice blue shirt, but decides that maybe he doesn’t want a shirt right away. So, he exits the website. Meanwhile, a cookie was installed on the website. Now, display ads for this nice blue shirt keep appearing on his Facebook feed.

facebook remarketing - how it works

How do you set up a Facebook remarketing campaign?

To set up remarketing campaigns on Facebook, you need to focus on custom audiences. By setting rules as to who forms your custom audience, you can target your ads towards them.

  • Go to your Facebook Interface and choose audiences from the drop down box on the top left corner.
  • Click on ‘Create Audiences’ and choose ‘Custom Audience’ from the drop down.

facebook remarketing - audiences

  • Choose the website traffic option

facebook remarketing - custom audiences

  • Choose what activity will trigger the ad for your audience.

facebook remarketing - create audience

  • Create an awesome ad to go with it and you are all set.

For a company like LeadSquared, the number of ads we run at a time is finite. This is because we only have a finite number of products to market. But imagine a business like Amazon or Flipkart, which have a huge catalog of products. They’d have to set up thousands of ads. Phewwww!

Which brings us to…

Dynamic Product Ads:

When I was in need of a Pendrive with a more expanded memory, I headed over to Amazon to browse their collection. While I was at it, I also decided to browse for offers on Nykaa. And the next day when I open my Facebook, I see this on the right of my feed.

facebook remarketing - dynamic product ads

So, this is remarketing too, much like the Thomas Cook example. The only difference is that out of the hundreds of products they sell, they showed me the one that I was looking for.

How does it work?

Step 1: Setting up a product catalog

  • In order to run Dynamic Product Ads, you need to first select the product catalog sales in the marketing objective window.

facebook remarketing - product ads

But, before carrying on, you first need a product catalog. If you don’t already have one, Ads Manager will prompt you to upload one.

  • Click on create catalog, and a window appears asking to specify the nature of the contents of your catalog

facebook remarketing - catalog name

Choose the category and catalog name and then hit ‘Create Catalog’.

  • Now you’ll need to add products to this catalog

facebook remarketing - product feeds

You can either upload a file that contains all the details of your products or choose to schedule a download. If you choose the latter, you can specify an hourly, daily or weekly download, and the URL to download it from.

A typical product catalog should look something like this:

facebook remarketing - catalog

Step 2: Configuring your tracking pixel

For Facebook to know which product to show in the ads, you need to have a tracking pixel in place. A tracking pixel is basically a tiny piece of code that can be added to each page to track activities such as view product, add to cart or purchase product. (Read more on the Facebook pixel here.)

facebook remarketing - pixel

Once the pixel is set up, Facebook will automatically start tracking the events that you specify and begin showing ads accordingly.

Step 3: Design a dynamic template for your ad

Design a template for each product family, so that Facebook only needs to pull the product details from the catalog and tracking pixel that you have already set up.

facebook remarketing - template

Step 4: Start running your ads

Now that everything is set up, you simply have to start the campaign and watch the results. Facebook now knows which product corresponds with which URL and begins to run targeted remarketing ads like the Amazon example.

facebook remarketing - final ad

 Best Practices of Facebook Remarketing:

  • While allocating a monthly budget for Facebook ads, always make sure that you set aside a small percentage for remarketing campaigns
  • Remarketing ads should follow the same rules as your regular ads: high-resolution images, clear CTA, and a concise description.
  • To make the best of your re-targeting efforts, keep running tests and experiment with your content. This way, you’ll know what works best for your business.
  • While running dynamic product ads, if you keep adding new products to your business, then you should host the catalog online. That way Facebook can keep updating the database automatically. Manual updates might become time-consuming as well as erroneous.
  • Set up mutually exclusive campaigns so that your audiences don’t overlap with each other.
  • Use your custom audiences to create lookalike audiences to find more similar customers.

Now that you know all the types of lead generation campaigns you can run on Facebook, let’s take a look at the various formats and placements you can experiment with.

Go to Chapter four

I ordered a simple cup of tea. It was my favorite café and I had always liked their tea. Unfortunately, what they served me that day was terrible. Mildly disappointed, I confronted the waiter and told him the problem. When all he did was shrug unconcernedly and look bored, I left the café in a huff – and have not been back since.

Why? Because despite the number of excellent teas I have had there, that one bad experience was enough to put me off for good.

Your customers are no different. Unless your business meets their expectations to provide a great experience, they would be buying from your competition.

Here is where customer experience management comes into play. When done right, it can help you attract loyal, high paying customers who will love your company and so choose to buy from you, every time!

Why should you read this guide?

By 2020, customer experience will overtake price and product to be a key brand differentiator. This guide can help you nail it for your business. You can find detailed information on:

Various touch points that can help your business improve its customer experience

How unmatched customer experience can impact the business ROI

What we have tried in improving the customer experience for our customers

Using Marketing Automation to achieve these goals

List of Chapters

Marketing automation – the king of customer retention strategies

How to improve customer experience with marketing automation

About the Author

I am a writer who tries to improve the customer journey through great content. I have witnessed firsthand the impact of consistent nurturing, timely emails and educative videos on improving the customer’s journey. In this guide, I share the insights I have gathered so far. I hope it helps you take a closer look at your business process and tweak it to be more customer-centric. Shall we get started?

Lakshmi Narayanan Lakshmi Narayanan, writer – LeadSquared

Go to Chapter One

Facebook ads have multiple purposes. You can categorize them based on what your goal is. If you are starting a brand new store selling handmade home decor, then you would want to increase brand awareness. If you have designed a brand new app to manage your expenses, then your goal would be app installs. The image below shows you the Facebook ad types that you can choose from.

Facebook ad types - the marketing objective

But, since our common goal is lead generation, you needn’t worry about them right now. These are the Facebook ad types that you should concentrate on!

  • Lead generation Ads
  • Conversion Ads
  • Boosted posts

Lead generation ads

Generally termed as Facebook Lead Ads, this feature was rolled out in late 2015. Initially intended only for mobile devices, they have now become available for desktops as well. These ads have become immensely popular with advertisers, since their release. You just choose the “lead generation” option from the ad objective page, to run them.

Facebook ad types - lead generation

But what makes them so special?

Have there been times when you have wanted to download an e-book or sign up for an event and then you see a big form and go “Never mind”? I’m guilty of that. That’s why Facebook decided to bring in these “Tap, tap, done” ads.

How it works:

  • The Facebook user views the ad, finds it interesting and clicks on the CTA (tap).
  • A little page pops up containing more information on the product/service and its benefits. The user clicks on the next CTA (tap).
  • An auto-filled form pops up, drawing data from the user profile such as name, email address and phone number. Hit on Submit and it’s (done).

Facebook ad types - lead ads

So how do you catch hold of these leads? You can do a CSV export from your Facebook page, under Publishing Tool.

facebook ad types - download

You can also directly capture leads using a lead capture and management system that has Facebook Lead Ads integration, like LeadSquared.

Pros of using Facebook Lead Ads:

  • Your leads do not have to fill in a form, which makes signing up easier for them.
  • You get more leads at a much lesser cost compared to other lead generation channels.
  • Since user data is pulled from Facebook, the details filled would be more accurate.
  • Not many people like it when the ads pull them away from their Facebook feed. With Lead Ads, they get to stay right on the platform
  • If you do not have a website or a landing page associated with your business, then Lead Ads will work like a charm in generating leads for your business.

The Properati example:

In the Latin real estate marketplace, a company named Properati began using Lead Ads to generate more leads for their business.

Facebook ad types - properati

This is what Gabriel Gruber, the CEO of the company, had to say:

“We now have 4x reduction in the cost per lead, with more than 3x increase in the number of leads we normally generate in Brazil

Cons of using Lead Ads:

While I have been praising lead ads so far, to be completely fair, I also need to point out the flaws it has, to help you make an informed decision.

  • As there is no landing page involved, the visitor might not know the exact offer or benefit that you are providing.
  • This could lead to misconceptions, which would mean that the relevance of the lead to your business might be low.
  • This might reduce the quality of the leads that you receive as well. Many advertisers have seen this happen.

The LeadSquared example:

When Lead Ads first came out, we were as excited as all advertisers out there to try and test them out. And the results were simply amazing.

We got a CTR of 1.26% with a CPC of just 0.27$.

That’s a pretty decent CTR at a low cost.

Unfortunately, we soon began receiving complaints from sales that the leads were of low quality. This was probably because of a message mismatch, as many visitors assumed we provided leads, instead of the Marketing Automation and CRM software that we are. Lack of a landing page and a clear message resulted in an overflow of junk leads which, of course, was not so ideal.

That is why we swear by the next Facebook ad type called…

Conversion Ads:

Before lead ads came into the picture, this was how you generated leads. As the name suggests, you can use these ads to generate website conversions. For each business, the definition of a conversion could be different. It could be

  • filling a form on a landing page
  • visiting a specified web page(s)
  • adding a product to a cart

For a conversion ad to work best. you need to set up your ad with the appropriate targeting, a catchy headline, an image that begs to be clicked and an actionable link that tells the user what is going to happen when he clicks on the ad, like the one below.

Facebook ad types - elements

I say appropriate targeting because I have been watching a lot of healthy recipe videos (in an effort to cut down some flab ?), so these ads actually make sense for me. If their goal is for me to visit their page, then mission accomplished, because the page has been viewed and bookmarked.

How it works:

To set up a conversion ad, you just need to go to your objective page and click on conversions.

Facebook ad types - conversions

Now, you can simply set up your ad with appropriate targeting (make sure your audience is as wide as possible). Choose an ad format (more on that later), and create a well-designed ad like the one above.

Don’t forget to associate a landing page with your ad, while you are at it. But how do you track the conversions that take place? I’ll cite our own example.

Now if you take a typical LeadSquared ad, this is the path that a prospect would follow to become a lead.

Facebook ad types - conversion

As you can see, once the ad is clicked on, it takes you to one of our landing pages, where you will need to fill out a form. Once the form is filled you will go to a post submission page.

Now we want people who have come to this post submission page to be captured as leads. Which is why we place our Facebook pixel on this page. Once the tracking pixel is in place, Facebook will know that every visitor who lands on this page is a new lead for LeadSquared.

Benefits of using conversion ads:

  • The visitor will get a clear picture of your product/service, as conversion ads allow the use of a landing page.
  • The landing page adds authenticity to your brand, simply because it is yours.
  • You will get higher quality leads with conversion ads. This is because visitors divulge their details with a better understanding of your business.

Boosted posts:

This is a more subtle and indirect form of lead generation. If you have written a new post on your blog, that you are sure your audience is going to love, then give it a little boost. By doing this you would ensure that your audience doesn’t lose out on your post among the thousands that flood their news feed.

Facebook ad types - boosted posts

While boosting your posts, ensure that you target the right audience, so that you get the most out of the post. You can choose from any of the options below to improve your targeting.

Facebook ad types - audience

This works best if you post diverse content over a small timeframe. But what if you want to A/B test your posts, to gauge what works better? Or if you are an online store that has various products that would each appeal to different audiences?

Publishing posts on your page and then boosting them would become a pain. Moreover, if someone heads over to your business page, then all they would see is promotional-looking posts.

To avoid this, Facebook allows you to set up unpublished posts as ads. Popularly called as ‘dark posts’, this is how you set one up.

Facebook ad types - page posts

  1. Go click on the three horizontal lines at the top left corner
  2. Hit ‘All Tools’ in the bottom of the drop down that appears
  3. Under ‘Create & Manage’, click on Page posts

Facebook ad types - unpublished post

4. Create an unpublished post, and fill in all the fields.

You can choose to run the post as only an ad or publish it on your page also. Here is an example of how you can use dark posts to drive engagement.

Facebook ad types - Pearl Jam

This store that sells T-shirts, ran a targeted post so that only ‘female, pearl jam fans, born in January’ would be able to see it. For a person who fits the bill, this post would not only interest them, they would actually buy from you. (I know I would).

But of course, there are Pearl Jam fans born in months other than January.  By duplicating the process and targeting various other demographic segments, their posts would still reach the correct audience, without the hassle of spamming their own business page.

Now, I am going to pick favorites and talk in extensive detail about just one type of Facebook ad. It deserves, this special position! Read on, to know why.

Go to Chapter two

Facebook ad formats and placements play an important role in determining the performance and reach of your ad. That is why you need to be aware of the different choices that the platform offers you. Let’s take a look.

Facebook Ad Placements:

Assume a fancy restaurant serving global cuisines, located in an area where people are neither accustomed to nor prefer such food. The number of footfalls would be less because the people who would actually visit do not know about the restaurant. But, if a restaurant serving the local cuisine were to open, then the footfall would be more. The reason: relevance and location.

That how ad placements work on Facebook as well. You need to experiment and find different placements that would make sense to your business.

Facebook Ad Formats - ads

Take a look at my feed. There are ads running everywhere on it. But they are in different positions. This is what I mean by placements.

  • Where will it appear?
  • On which device?
  • In which platform?

Based on this, let’s look at where all you can place your ads on Facebook:

Facebook Ad Formats - placements

Facebook would recommend that you choose automatic placements. This way Facebook decides where to show your ads based on which placement is getting more engagement. While this does promise more reach and value for money, if you want to figure out which placement works best for you, I’d suggest running different ad sets.

Device Types:

You can choose which device you want to run your ads for, desktop or mobile. At LeadSquared, we always run two different sets, so that we’d know which device is giving us better results.

Facebook Ad Formats - leadsquared

In general, we get more leads from mobile compared to desktop, simply because the reach of the ads are much higher. Though we had initial apprehensions about running mobile ads for a SaaS business like ours, we have had good results from it. We have even closed high profile customers who came in through our mobile ads.

You can also target mobile devices based on the operating systems that they run on. Choose whether your ads should be run on Android or iOS devices. You can even choose to run your ads only on Wi-Fi.

(Pro tip: Do not ignore mobile devices based on simple assumptions. Test it out for yourself before you draw conclusions. You might just be surprised).


If you didn’t know before, Facebook owns Instagram, which also means that you can run Instagram ads as well. Let’s take a look at everything you can do across both platforms with respect to lead generation.

Facebook Ad Formats - platforms


Obviously, choosing this option means that you run ads on Facebook (on the devices that you choose). You can choose where these ads appear on the platform.

1. Feeds: Your ads are placed directly into the newsfeed of your target audience. So when they keep scrolling down they would see ads that are targeted to them.

Facebook Ad Formats - feed ads

The advantage of using newsfeed ads is that these ads are pretty hard to miss, as they keep appearing while you scroll down. These ads appear both on mobile as well as desktop.

2. Instant articles: Instant articles were introduced by Facebook in February 2016. They are articles hosted on Facebook’s native publishing platform and are enabled only for mobile. They aim at reducing page load time which is a big hindrance when you are on the go.

Marketers can publish instant articles on Facebook and include ads for their brand within the article. Since these articles load quicker, people are 70% less likely to abandon the page. Placing your ads on these articles, therefore, leads to more visibility.

Facebook Ad Formats - instant articles

If you write articles and post them on Facebook on a regular basis, then this placement would be perfect.

3. Right column:

These ads appear to the right of your newsfeed, only on desktops. Though these ads generally are disreputed for having low visibility, if you have a very vibrant and dynamic ad, then you should place your ads here.

Facebook Ad Formats - right column

Remarketing ads especially work best on the right column, since the product is something your audience recently looked for and may pay more attention to it.

At LeadSquared, our experiments have proved that right column ads don’t work so well for us. Our ads were not getting enough clicks and as a result, our costs went up. But, it might work the opposite for your business. If you decide to run right column ads, then a best practice for you to follow would be to optimize the ad for CPC instead of CPM. This will ensure you don’t end up spending too much money.

4. In-stream videos:

These ads are not relevant to lead generation, as they are used more if your objective is to increase brand awareness, engagement or to increase video views.


They appear on Instagram, duh! With 600 million monthly active users on the platform as of December 2016, you should aim to place ads here as well. It wouldn’t hurt to try, would it?

Facebook Ad Formats - instagram

Instagram has two types of ads: Feed and Stories. But, for lead generation, Instagram feed ads are the way to go. Similar to Facebook feed ads, they appear while the user is scrolling down. It comes with a CTA to encourage viewers to take the desired action. You use Instagram Stories as ads when your ad objective is to increase your reach.

(Point to note: While all these placements are valid for Conversion ads, for Lead Generation ads, you can only run feed ads on both Facebook and Instagram).

Facebook Ad formats:

Now you know where all you can place your ads. But have you ever noticed that some ads look different from another? That’s because Facebook lets you choose how you want your ad to look to your users. You can experiment with different formats to make your ads look fresh every time.

Facebook ad formats - formats

Carousel Ads:

If you have many products in your portfolio and wish to showcase them all, then this ad is for you. Because you can use not just one, but up to 10 images to appeal to your audience. Add relevant texts and CTAs under each image to prompt action.

Facebook Ad Formats - carousel

Swanl, an online retail store that sells ethnic jewelry, ran a carousel ad, depicting all the products to attract potential customers (like me!)

Facebook Ad Formats - fb carousel

Facebook also ran a carousel ad, in which each image contained a benefit of using Facebook for businesses. If you are a B2B business, then you can take inspiration from them.

Single Image Ads:

This is the most commonly used Facebook ad format, where the ad contains one image, a description, and CTA.

Facebook Ad Formats - image

Make sure that the image does not contain too much text, and is a high-quality one. Pixelated images can put off your leads.

Single Video Ads:

With Facebook pushing for ‘video first’, and chief Mark Zuckerberg claiming it to be a ‘mega-trend’, running video ads is a good way to engage your leads. Make an engaging video for your audience, upload it, add a relevant CTA and a description that allows your users to know what the ad is about.

Facebook ad format - video

Slideshow ads:

This ad format is somewhat similar to video ads, except that they are much more lightweight. You can create a slideshow right from your Ads Manager. Select an array of images, specify a transition time, and choose if you want audio to play in the background.

Facebook Ad Formats - slideshow

Canvas Ads:

This is one of Facebook’s most interactive ad formats, and it runs only on mobiles. Through this, you can tell stories about your brand. Include images, videos, audio, and CTA across your ad. The user can then tilt, zoom in, zoom out and interact with your content the way they want. Facebook introduced these ads with the intent of revolutionizing storytelling for brands.

Facebook Ad Formats - canvas

Collection Ads:

If you are an online retailer, then Facebook’s latest ad format is for you. With this, you can combine video, images, and products to tell a story. You can choose either a video or an image top act as the main ad. Underneath, you can add four images of your products. These products are pulled either automatically in terms of relevance or can be assigned manually.

Facebook Ad Formats - collections

On clicking, it will then take you to an internal Facebook page, kind of like an instant article where you can specify around 50 products based on their relevance. The visitor can then browse and purchase from within this page or visit the main website to see more products.

You can keep experimenting with all the formats above and see how your audience interact with you. This will also help you figure out the ad format/ placement that works best for your business.

So, that’s it for now. Be on a lookout for the next chapter of the guide which would cover the different types of targeting that you can do with Facebook.

Go to Chapter five

So, after reading the previous chapter, you would think Google AdWords is pretty simple right? You can run ads to generate more leads and revenue. You can sell more products online. You can bring more traffic to your website. But, unfortunately, it’s not that straight forward. There are other things to take care of. We’ll discuss that in another chapter, however for now, let’s discuss the benefits of Google Adwords as an advertising platform.

While the prospect of investing money on Adwords might seem like a daunting task, the results that come in are almost instantaneous and transparent. Which is why it is worth every penny that you spend on it.

Benefits of Google AdWords

Benefits of Google Adwords

1) Adwords works faster than SEO

The topmost benefit of Google AdWords is that it works faster than SEO. Both SEO and Google AdWords are search engine marketing strategies to generate more traffic and leads. But, a well optimized AdWords campaign can work much faster for a business to get the much coveted first spot in search.

Here are some reasons why it’s faster and more effective

  • You can focus on multiple keywords at a time.
  • You can turn the campaign on or off whenever you want to.
  • Ads which appears on the top of the page get immediate visibility.

Of course, this does not mean that you should ignore organic sources, as they have more long-term benefits. But with AdWords, there is a better chance of driving more traffic and leads instantly. Additionally, the platform is more transparent, and you know exactly what is happening with the ads.

On the other hand, search engine optimization, though very beneficial, is a long-term process. To rank for any keyword, it requires a lot of perseverance and a lot of well-written articles, and backlinks. And even then, it takes a while for them to gain the necessary authority.

Simply put. ads give you instant visibility at an instant cost, whereas SEO would give you long term success, depending on the effort you put on the quality of your content.

But, I am not here to debate one strategy’s benefits over the other. You need to use both simultaneously, but be realistic about the success time frame, and the effort/money that would be needed for both.

2) Increase brand awareness

Google AdWords, in addition to boosting traffic, clicks, and conversions, is also an efficient way to tell people about your brand. To verify this, Google partnered with Ipsos to run a study across 12 verticals, right from automobiles to retail. It was discovered that search ads lift top-of-mind awareness by an average of 6.6%.

Benefits of Google Adwords - brand awareness

Source: Google

When it comes to SEO, your rank also depends on the number of your brand name searches and its variations. That’s another reason you should aim to increase brand awareness through search, as well as display ads.

3) Reach more customers through their Gmail Inbox 

One of the most used marketing strategies in every business is email marketing, which is why gmail ads can be helpful as well. In September 2015, Google integrated native Gmail ads with Google AdWords and made it available to all advertisers, which means you can reach more prospects through their gmail inbox.

Usually, Gmail ads appear on the promotion tab, but sometimes you can see it on the social tab too. These ads run on both desktops and mobiles. Since Gmail ads generally cost much less than search ads, if you have a small budget, then you can try Gmail ads as well.

Mobile Gmail ad:

Benefits of Google adwords - Gmail ads on mobile

Desktop Gmail ad:

Benefits of Google adwords -Gmail Ad on desktop

The KCB example:

Many businesses are still not very aware of how effective Gmail ads can be. But KCB group’s agency ‘Squad Digital’ understood their power. They built a lead generation strategy using Gmail ads, and these are the results.

benefits of google adwords - gmail ads

Source: ThinkWithGoogle

4) Reconnect with visitors of your website

One of the coolest benefits of  Google AdWords is reconnecting with your website visitors. Let me elaborate.

You might have window shoppers on your website. These are people who have visited all the pages on your website but haven’t taken any action. How do you remind them of you and what you could do for them? Enter Display Remarketing and RLSA campaigns.

a) Remarketing on display network:

This helps advertisers target visitors on different advertising-supported websites using banner images. Assume you run a travel business and a visitor is looking for Thailand packages. But for some reason, he decides to leave without purchasing. You can just create a remarketing list like the one below to target him.

Benefits of Google adwords - Remarketing

Similar to remarketing lists, you can create suppression lists as well (as shown above). These suppression lists ensure that you target new leads and not run ads for those who have already converted.

b) Remarketing on search network:

RLSA stands for Remarketing Lists for Search Ads. As the name indicates, it runs remarketing campaigns on the search network, much like display remarketing. Additionally, the advertiser needs to add keywords in this campaign. By doing so, Google ads can match the user’s search query with the keyword and remarketing list. This will help Google to show relevant ads for each search query.

Benefits of Google adwords

Since visitors have already visited your website, there are more chances of converting them to leads when they see your remarketing ads also.

The Edfa3ly example:

Have you ever thought of running remarketing on both networks simultaneously? Learn from Cairo-based Edfa3ly. It is an online shopping company, and they ran remarketing on both networks at the same time and managed to increase their revenue by 85%.

Benefits of google adwords

Source: ThinkWithGoogle

5) Measure your performance consistently

It is very difficult to measure the outcome of traditional advertisements like newspapers, radio, broadcast television, cable television, outdoor billboards, brochures etc. Also, they are much more expensive than Google AdWords. You can’t control your own budget and spend. Additionally, you wouldn’t know the source of the leads coming from these media, unless your customer chooses to divulge it. As a result, it would be very difficult to calculate ROI from traditional media.

But, AdWords, on the other hand, would tell you exactly what happened with the campaign. You would know:

  • Who clicked on your ad.
  • How many leads have been generated.
  • How much traffic you have got from AdWords to your website.
  • Which keyword generated the most traffic and leads.
  • How much does it cost you per lead.

This would help marketers understand what worked and what didn’t. Using this information, you can then tweak your campaigns until you achieve optimal results.

6) Explore more using your ads

Confused with the title?  As I said, there is a lot more to explore when you link your Google AdWords account with your Google Analytics account. AdWords is a great platform but it won’t let you know what people do after clicking the ads. But, Google analytics would help you understand,

  • How long a visitor stayed on a page
  • How many pages have been visited
  • Bounce rate of your landing page
  • Details about new visitors and returning visitors and much more.

By linking them together, you will have a lot more data in your hand.  An advertiser can measure the complete performance of the Google ads. He/she can pause the non-performing keywords/campaigns/ads and try different variations to boost your results. This data would also help in writing more articles/posts using keywords that performed best for your business. Using those keywords you can rank better for organic search as well.

The Swissôtel Hotels & Resorts example:

Swissôtel Hotels & Resorts is a group of deluxe hotels around the world. They were unable to figure out ‘what happened after visitors clicked on the ad’. They also wanted to know ‘how the behavior of paid visitors differs from that of organic visitors’. Hence, Barbara Pezzi, Director of Analytics at the company utilized Google Analytics segment feature and tweaked their Google Search ads.

Benefits of google adwords

7) Tackle your competition better

When someone searches for something related to your product/services online, and you aren’t running ads, but your competitors are, then that means trouble for you. You’ll lose business almost instantly.

You need to keep an eye on them to see how they are promoting their business, what kinds of ads they run etc. The transparent system of Google AdWords helps you do this. Grab the opportunities that come your way and make yourself stand out from your competition.

Now you have reasons to advertise on Google AdWords. But let’s discuss if this platform makes sense for you at all.

Bonus: Who can use Google AdWords?

You shouldn’t start using Google AdWords just because your friend found success with it. You need to know first if it makes senses for you and your business, and if it does, what types of ads would work best for you.

Google AdWords would be the answer for your business only if you meet these criteria:

    1. Is your audience online?
    2. Are the keywords related to your business being searched online? Use Google’s Keyword Planner to research this. On a personal note, I would prefer bidding on keywords when the minimum search volume is more than 500 per month, and this search volume shows an upward trend.
    3. Are online magazines and bloggers publishing articles related to your industry or service?
    4. Search for your keyword online to see if Google throws relevant answers.
    5. Are your competitors investing online (paid or unpaid channels)?
    6. Use keyword tools like Adwords keyword plannerWordStreamMOZKeyword Tool and more to gauge the traffic & bid for your keyword. These tools would also suggest other related keywords which would help you experiment more.

So, do think you meet the criteria?

(PS: If I missed out any points, you can email me.)

[Also read: How to crack LinkedIn Ads]


I have covered all the basic elements of Google AdWords in these first two chapters. I hope these benefits of Google AdWords would help you to get started with running your first Google ad.

Are you a marketer who is not monitoring your AdWords every day? Or are you simply overwhelmed about which metric you should be checking first? Then the next chapter is for you.

Go to Chapter Three

What is a Webinar

Fellow marketers ask me this all the time. And that tells me that webinars are not being used as much as they should be. Of course, webinar as a marketing tool may not be relevant for all types of businesses, but it’s definitely an option for most.

But before I get into the ‘whys’ and the ‘hows’, let me tell you what it is (for the benefit of those who are new to this term).

So what is a webinar?

A webinar is a seminar conducted over the internet. It is a presentation, seminar, workshop or a lecture that is transmitted over the web using a video conferencing software.

It is a great way to generate quality leads for your business. At the same time, it is a great nurturing channel as well. This ‘B2B Content Marketing Trends’ report by Content Marketing Institute & MarketingProfs from 2015 says, over 60% of B2B companies included webinars in their marketing strategy in 2015:

What is a Webinar

Not just that, since 2010, 50% more people are now viewing webinars according to 2016 Webinar Benchmarks Report – On24.

So you see, webinars are important. They are great for driving engagement and generating quality leads, not just for B2B but for the B2C segment as well, especially the education industry.

Still not convinced? The following reasons might convince you.

Why you should use webinars to grow your business

1. Webinars consistently generate quality leads, every time

Neil Patel reported that he generated 518,399 visitors and 16,394 leads from just 77 webinars! Webinars have generated tons of leads, in our case as well. Last month, 6% of our revenue came in from the leads we’d captured from our webinars.

If you still need some convincing, take a look at this:

What is a Webinar

2. Regular webinars drive engagement with prospects and customers

Knowing and understanding your target audience, in order to grow your business, is extremely important. As a marketer / business owner, you already know that it’s crucial to understand your audience.

There are two ways of knowing your customers

a) Implicit – by tacking them

b) Explicit – when they tell you something on their own (on forms, etc)

A webinar helps you in this part of knowing the customer / prospect / audience.

It typically lasts an hour wherein, the audience is usually given the opportunity to ask questions, interact with the speaker and so on. Based on the kind of questions they ask, you’d be able to understand

  • the kind of pain-points they have,
  • what do they want to get out of these sessions, and
  • what’s their understanding of the topic at hand,
  • what are their expectations

Please note that you won’t experience this from organizing one webinar session. It has to be an ongoing process.

Let me give me give you an example. A student will feel more comfortable discussing his / her pain-points with the teacher only once he / she is comfortable with them. And that happens over time. Similarly, a teacher won’t really be able to pick up on cues or proficiency level of his/her student until some time has passed. This happens over time.

Coming back to the topic, through webinars you can engage with your audience for a whole hour. You have their attention. Make the most of it especially since the ‘webinar viewing time’ of the attendees has been consistently increasing over the last couple of years:

What is a Webinar

3. Webinars can help you get feedback in real time

At LeadSquared, we organize webinars every two weeks. Post webinar, we share the recorded version of the recently concluded session and a blog post with the Q&A from the session, with all registrants.

Off late, the latter is becoming increasingly hard to do; simply because our numbers have gone up so much that the questions asked during the webinars have doubled. Earlier, we would get about 50 odd questions. Now, that has become almost a 100. You see my problem?

So anyway, naturally, this led to a lot more work in terms of responding to the questions asked, writing out the Q&A piece and then sending it across to everyone who registered for that particular session. It really was a dilemma.

This led to a major brainstorming session internally. We obviously wanted to address the queries that came in during the session (in the form of a blog post) but were also aware of how time-consuming the process had become. The solution was to build an online community.

Now a community can’t thrive if there are no takers for it. So it was absolutely essential for us to know if our audience would be interested in it, especially those who regularly attended our webinars.

So we decided to run a poll in the next webinar (most webinar tools will have an option to run a poll during the session). And unlike an email or a survey where you might have to wait days for feedback, we got feedback instantly:

What is a Webinar

See how useful webinars are?

4. Webinars help you establish brand authority, brand awareness & credibility:

In the last three to four years, we have been able to generate and nurture thousands of leads through our webinars and now, those leads are our regular attendees. Well, at least most of them. In fact, I get concerned emails from leads if there has been a longer-than-usual break between webinars :)

So in a way, we have established ourselves in the minds of some, as a knowledge sharing platform. Our webinars are free and lot of people have found value in them. Therefore, people look out for the webinar invites, knowing that they will be able to attend a valuable knowledge sharing session at no cost at all. They will remember us by that.

Like in this case, where the author of the Quora post recommended LeadSquared webinars:

What is a Webinar

And here are more comments from Twitter:

What is a WebinarWhat is a WebinarWhat is a Webinar

Over a period of time, if they find tremendous value in our webinars, they might think of trying out marketing software, with the assumption that since their webinars are great, their product might be great as well :D It is also much easier for them to trust the brand now, since they have been associated with the brand’s activities at some level.

5. Webinars are accessible to anyone, anywhere – no geographical boundaries 

What is a Webinar

If your business caters to a global audience and is looking to target leads from different regions, webinars are your best bet. Of course, the timing matters but other than that, nothing really.

We have leads joining in from the UK, Singapore, Dubai, Kenya and of course India, for our webinar sessions. We have the option of engaging and connecting with a global audience, and generating leads at the same time, for the same cost! How many other marketing channels allow you to do that?

Now that you know, ‘what is a webinar’ and it’s benefits, let me tell you how you can do it right. See you in Chapter Two.

Go to Chapter Two