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When navigating the world of digital marketing, small to medium-sized business owners often grapple with deciding between organic and paid search strategies. Both avenues offer unique benefits and can be crucial in achieving your digital marketing goals. Here, we’ll explore each to help you make an informed decision suited to your business needs.

Understanding Organic Search Digital Marketing

Organic search marketing, also known as search engine optimization (SEO), is all about enhancing your website to improve its ranking in search engine results pages (SERPs) without paying for placement. It revolves around understanding Google’s algorithm, which can be complex and ever-changing.

The core advantage of organic search is cost-effectiveness. Without the need for direct payment for clicks, organic search can provide a solid return on investment over time. However, achieving a high ranking requires consistent effort in optimizing your website content, structure, and compliance with SEO best practices. Despite being cost-effective, it’s slow to yield results and highly dependent on the unpredictable nature of search engine algorithms​ (HubSpot Blog)​​ (Romain Berg)​.

In-depth Understanding of SEO

SEO is a multifaceted digital marketing strategy that emphasizes optimizing various elements of your website to enhance its visibility and ranking in search engine results pages (SERPs). This includes technical SEO, content SEO, and off-page SEO:

1. Technical SEO involves improving the technical aspects of your website to help search engines crawl and index your site more effectively. This can include enhancing site speed, making your site mobile-friendly, implementing SSL security, and creating an XML sitemap.
2. Content SEO focuses on creating and structuring content that answers the queries of your target audience. Using keyword research tools to find what potential customers are searching for and then creating detailed, informative, and engaging content around those keywords is crucial. Content should be updated regularly to stay relevant and authoritative.
3. Off-page SEO is about improving the credibility and authority of your website through strategies like link building with reputable sites, social media marketing, and influencer collaborations. These efforts help to enhance the perception of your site as a trustworthy source of information.

Cost-Effectiveness and Long-Term Benefits

While organic search marketing is cost-effective since it doesn’t require payment for clicks, it demands significant upfront investment in terms of time and effort. The ROI of SEO is not immediate but can be substantial over time. For instance, once a page begins to rank highly, it can continue to attract traffic with minimal ongoing effort and cost. This makes SEO a sustainable strategy that can result in lower customer acquisition costs compared to paid search strategies.

Challenges of SEO

Despite its benefits, SEO is challenging due to the constantly evolving algorithms of search engines like Google. These changes can affect the visibility of your website unexpectedly. Staying updated with the latest SEO practices and algorithm updates is necessary to maintain or improve your rankings. Implementing a proactive SEO strategy that includes regular audits and adjustments can help mitigate the impacts of these changes.

The Importance of Analytics and Adaptation

Monitoring the performance of your SEO strategies through tools like Google Analytics is vital. This includes tracking metrics such as organic traffic, bounce rate, conversion rate, and average session duration. These insights allow you to understand user behavior on your site and identify which SEO practices are effective and which need improvement.

The Power of Paid Search Digital Marketing

On the other hand, paid search marketing involves bidding on keywords to display ads in search engine results. This method, prominently featuring Google Ads, offers the immediate visibility that organic search typically cannot guarantee. Paid search allows for precise targeting based on a variety of demographic and behavioral factors, making it easier to reach your specific audience efficiently.

Paid search marketing, also known as pay-per-click (PPC) advertising, involves advertisers paying a fee each time one of their ads is clicked. It’s a way of buying visits to your site, as opposed to earning those visits organically through SEO. Here’s a deeper look into the unique advantages of paid search:

1. Immediate Exposure: Unlike organic search, which can take months to yield results, paid search ads can place you at the top of SERPs almost immediately. This visibility is particularly beneficial for new businesses or those in highly competitive markets.
2. Advanced Targeting Options: Google Ads offers advanced targeting options including geographic location, language, and device type. Moreover, it allows for retargeting, which targets users who have previously visited your website, increasing the likelihood of conversion by showing them relevant ads as they browse other parts of the internet.
3. Budget Control: With paid search, you have complete control over your advertising budget. You can set a maximum cost per day for your campaign, which makes it easy to manage your marketing expenses without overspending. The platform also allows for adjustments at any time, which is ideal for businesses that experience seasonal fluctuations.

Optimization and Measurement

Paid search marketing provides measurable results and can be adjusted in real-time based on performance data. This flexibility allows advertisers to optimize their spending and strategy quickly based on what’s working. Furthermore, paid search can be an excellent tool for testing different marketing strategies or promotions, as results are immediate and data-driven​ (WordStream)​​ (SocialMediaManager)​.

Here’s how businesses can optimize their paid search strategies:

1. Real-Time Adjustments: Google Ads provides real-time data on how your ads are performing. This means you can quickly see what’s working and what isn’t, allowing you to promptly adjust your campaigns for better performance. For example, you can change ad copy, modify bid strategies, and adjust your budget based on the campaign’s performance.
2. A/B Testing: Paid search marketing thrives on continuous testing. Businesses can run different versions of their ads to see which performs better. This can include testing different headlines, ad copy, or calls to action. A/B testing helps in refining your messaging and improving the overall effectiveness of your ads.
3. Conversion Tracking: Implementing conversion tracking with tools like Google Analytics allows you to see exactly what happens after a customer clicks on your ads—whether they purchased a product, signed up for a newsletter, or filled out a contact form. This information is crucial for calculating your return on investment (ROI) and making data-driven decisions.

Strategic Use Cases

Paid search can be especially effective for specific marketing goals. For instance:

• Launching New Products: When introducing a new product or service, you can use paid search to generate buzz and drive immediate traffic to your landing pages.
• Local Visibility: For local businesses, paid search can drive local traffic by targeting ads based on specific regions or cities.
• Event Promotions: Paid ads can be timed to increase visibility around specific events or promotions, helping to boost engagement during critical periods.

Integrating Both for Maximum Impact

For most businesses, relying solely on one type of search marketing is not advisable. Integrating both organic and paid search strategies offers a balanced approach, harnessing the enduring value of organic reach and the precision of paid advertisements.

1. Synergy and Visibility: While organic efforts continue to build and sustain your brand’s presence in search results over time, paid search can supplement these efforts by targeting specific opportunities and covering gaps in organic reach during crucial campaign periods.
2. Cost Management and ROI: Combining both methods helps balance financial investment and potential returns. While paid search incurs upfront costs, it also drives immediate traffic and leads. Organic search requires upfront effort and time but pays dividends in sustained traffic without the ongoing cost per click​ (WordStream)​​ (HubSpot Blog)​.
3. Data and Insights: Using both strategies provides a wealth of data that can enhance decision-making. Insights gained from paid search can inform SEO strategies, while organic performance metrics can help refine paid ad targeting and content​ (LocaliQ)​​ (Romain Berg)​.

Best Practices and Considerations

To effectively implement these strategies, consider the following:

• Continuous Learning and Adaptation: The digital landscape is constantly evolving. Keeping abreast of the latest Google updates, algorithm changes, and best practices in both SEO and Google Ads is crucial​ (LocaliQ)​.
• Use of Tools and Analytics: Leverage tools like Google Analytics to track performance and make informed decisions. Regular A/B testing can help optimize both organic content and paid ads for better performance​ (Romain Berg)​.
• Professional Guidance: Especially for those new to digital marketing, or those looking to refine their approach, consulting with digital marketing professionals can provide tailored advice and strategy planning suited to your specific business needs and goals​ (HubSpot Blog)​.

In conclusion, both organic and paid search digital marketing have important roles to play in your business’s online strategy. By understanding the strengths and limitations of each, you can better allocate your marketing budget and efforts to drive the best possible outcomes for your business.

Here are the Top 10 Reasons Why You Should Use Google Ads.

Social media platforms have become a crucial arena for businesses to reach and engage with their target audience. Among these platforms, Facebook stands tall, offering a variety of advertising options to help businesses maximize their online presence. As of January 2023, Facebook is the most popular social media platform worldwide with 2,958 million users.  Two popular lead generation choices on Facebook are Facebook Ads and Boosted Posts.

In this comprehensive guide, we will delve into the key differences between Facebook Ads and Boosted Posts, focusing on their effectiveness in generating leads. By understanding the nuances of these advertising tools, businesses can make informed decisions to optimize their lead generation strategies.

Understanding Facebook Ads

Facebook Ads is an advertising platform provided by Facebook, the world’s largest social media network. It enables businesses and advertisers to create and manage paid advertising campaigns on Facebook and its associated platforms, such as Instagram, Audience Network and Messenger.

Targeting options

The purpose of detailed targeting options in Facebook Ads is to help advertisers reach specific and relevant audiences based on various criteria. By using these options, advertisers can finely tune their ad campaigns, ensuring their messages are seen by the most relevant users, thereby maximizing the effectiveness of their advertising efforts.

How to use detailed targeting options in Facebook Ads:

1. Selecting the Audience: When creating a new ad campaign in Facebook Ads Manager, you’ll come across the “Audience” section. Here, you can either create a new audience or choose from saved ones.
2. Location and Demographics: Start by setting the basic criteria such as location, age, gender, language, and other demographic details. This helps narrow down your audience based on where they are and who they are.
3. Interests: Under the “Detailed Targeting” section, you can add specific interests, hobbies, pages liked, and activities relevant to your target audience. This allows you to target people who have expressed interest in related topics.
4. Behaviors: Facebook offers behavioral targeting, allowing you to reach users based on their online activities, purchase behaviors, and device usage patterns.
5. Connections: You can also target or exclude people connected to your Facebook Page, app, or events. For instance, you can show your ads to friends of people who have already liked your Page.
6. Custom Audiences: Using this feature, you can target people who are already in your business’s database, such as existing customers or newsletter subscribers, by uploading their contact information to Facebook.
7. Lookalike Audiences: Facebook enables you to create lookalike audiences based on your existing custom audiences. It identifies users with similar characteristics to your current customers, allowing you to expand your reach to potential new leads.
8. Narrowing or Broadening the Audience: As you add targeting options, Facebook will show the estimated audience size. You can adjust the settings to narrow down or broaden your audience until you find the right balance.
9. Saving and Reusing Audiences: Once you’ve defined your target audience, you can save it for future use. This is beneficial for recurring campaigns or when you have multiple segments you want to target.
10. Testing and Optimization: It’s essential to test different targeting options to see which ones perform best for your objectives. Regularly review and optimize your audience settings to improve ad performance.

In summary, detailed targeting options in Facebook Ads allow advertisers to precisely define their target audience based on location, demographics, interests, behaviors, connections, custom audiences, and lookalike audiences. By utilizing these options effectively, advertisers can increase the relevance of their ads, boost engagement, and drive better results for their lead generation and marketing efforts.

Facebook Ad formats

Here are the different ad formats in Facebook Ads:

1. Carousel Ads:
   • What Are They: Carousel ads are interactive ad formats that allow advertisers to showcase multiple images or videos within a single ad unit. Users can swipe or click through the carousel to view different content pieces.
   • Use Cases: Carousel ads are versatile and can be used for various purposes, including product showcases, storytelling, step-by-step guides, and highlighting multiple features or benefits of a product or service.
   • Benefits: Carousel ads can capture the audience’s attention with engaging visuals and can convey a more comprehensive message than a single image or video. They are excellent for driving traffic to specific website pages or promoting a range of products.
2. Single Image Ads:
   • What Are They: Single image ads are the most straightforward ad format in Facebook Ads. They consist of a single static image along with ad copy and a call-to-action button.
   • Use Cases: Single image ads work well for businesses with a clear, concise message or a visually striking product or service that can be showcased in a single image. They’re suitable for various campaign objectives, from brand awareness to lead generation.
   • Benefits: These ads are quick to create, load fast, and can be effective when designed with compelling visuals and persuasive ad copy. They are a cost-effective choice for many businesses.
3. Video Ads:
   • What Are They: Video ads are dynamic ad formats that feature a video as the primary content. They can be in-feed videos or in-stream videos (playing before, during, or after other video content).
   • Use Cases: Video ads are highly engaging and are excellent for storytelling, demonstrating products in action, sharing customer testimonials, and building brand awareness. They can also be used for lead generation by directing viewers to a landing page.
   • Benefits: Video ads have the potential to capture the audience’s attention and convey complex messages effectively. They often have higher engagement rates and can be optimized for various campaign objectives, including views, clicks, or conversions.
4. Collection Ads:
   • What Are They: Collection ads are a unique ad format designed primarily for mobile devices. They combine a cover image or video with a collection of product images below it. When users tap the ad, they are taken to an immersive, fast-loading, and full-screen shopping experience.
   • Use Cases: Collection ads are ideal for e-commerce businesses looking to showcase a range of products in a visually appealing format. They’re great for driving traffic to product catalog pages and encouraging immediate purchases.
   • Benefits: Collection ads offer a seamless shopping experience within the Facebook platform, reducing friction for users to explore and purchase products. They can lead to higher conversion rates for e-commerce businesses.

Choosing the right ad format depends on your campaign objectives, target audience, and the story you want to convey. Facebook offers these various ad formats to provide flexibility and creativity in your advertising strategy, allowing you to select the one that best aligns with your goals and content.

Facebook Ads Placement options

1. Facebook news feed
   • Explanation: The Facebook News Feed is one of the most prominent and commonly used ad placements on the platform. It’s the constantly updating stream of stories in the middle of the Facebook homepage where users see posts from their friends, pages they follow, and sponsored content.
   • Use Cases: Facebook News Feed ads are versatile and can be used for a wide range of campaign objectives, including brand awareness, website traffic, lead generation, conversions, and more. They allow advertisers to reach a broad and engaged audience.
   • Benefits: News Feed ads blend seamlessly with organic content, making them less disruptive for users. They offer a variety of ad formats, including image ads, video ads, carousel ads, and more, allowing advertisers to choose the most suitable format for their goals.
2. Instagram
   • Explanation: Instagram is a popular social media platform owned by Facebook. Advertisers can place ads on Instagram to reach its user base. Instagram ads can appear in users’ feeds, stories, and the Explore tab.
   • Use Cases: Instagram is known for its visual appeal, making it a great platform for businesses with visually striking products or services. It’s effective for brand awareness, product promotion, and driving engagement.
   • Benefits: Instagram offers a highly visual and immersive ad experience. It has a younger and engaged user demographic, making it a valuable platform for businesses targeting millennials and Gen Z. Advertisers can use various ad formats like image ads, video ads, carousel ads, and story ads to capture users’ attention.
3. Audience Network
   • Explanation: The Audience Network is a collection of mobile apps and websites outside of Facebook that have partnered with Facebook to display ads. When advertisers choose to place their ads in the Audience Network, they can reach users while they are using other apps or browsing the web on mobile devices.
   • Use Cases: The Audience Network is suitable for advertisers looking to extend their reach beyond the Facebook platform. It’s especially useful for driving app installs, generating leads, and increasing website traffic.
   • Benefits: The Audience Network provides advertisers with access to a vast network of apps and websites, allowing them to reach users across different contexts. It can be cost-effective, and it offers various ad formats, including native ads, banner ads, interstitials, and rewarded videos.

Each of these placements in Facebook Ads offers unique advantages and can be tailored to specific campaign objectives and target audiences. The choice of placement should align with your advertising goals and the nature of your content or products. Effective ad placement is crucial for maximizing the performance and ROI of your Facebook advertising campaigns.

Optimization and bidding strategies

1. Cost per Click (CPC):
   • Explanation: Cost per Click (CPC) is a common pricing model in online advertising, including Facebook Ads. It represents the amount an advertiser pays each time a user clicks on their ad. Advertisers set a maximum bid for each click, and the actual CPC may be lower than the bid, depending on competition and ad quality.
   • Use Cases: CPC is often used for campaigns with specific goals, such as driving traffic to a website, generating leads, or encouraging app installations. Advertisers are charged only when users take the desired action of clicking the ad.
   • Benefits: CPC provides a straightforward way to measure the cost-effectiveness of your ad campaigns. It allows advertisers to control their spending by setting a budget and bid amount, ensuring they pay for actual user engagement.
2. Cost per Mille (CPM):
   • Explanation: Cost per Mille (CPM) is another pricing model in online advertising. It represents the cost advertisers pay for every 1,000 ad impressions or views, regardless of whether users interact with the ad. CPM is commonly used for brand awareness and reach campaigns.
   • Use Cases: CPM is ideal for campaigns focused on building brand recognition and increasing the visibility of ads to a broad audience. Advertisers are charged based on the number of times their ad is displayed, not on user interactions.
   • Benefits: CPM can be cost-effective for campaigns aiming to maximize exposure. It’s suitable for businesses that want to create awareness but don’t necessarily require immediate user actions. Advertisers can reach a large audience without worrying about click-through rates.
3. Conversion Optimization:
   • Explanation: Conversion optimization is a campaign objective and optimization method in Facebook Ads that focuses on driving specific actions, or conversions, from users. These actions can include website purchases, lead form submissions, app installs, and more. Facebook’s algorithm works to show ads to users most likely to complete the desired action.
   • Use Cases: Conversion optimization is ideal when the primary goal is to encourage users to take a specific action, such as making a purchase or signing up for a newsletter. It’s effective for maximizing the return on ad spend (ROAS) and increasing the efficiency of ad campaigns.
   • Benefits: Conversion optimization leverages Facebook’s machine learning algorithms to target users who are more likely to convert, resulting in improved ad performance. It also allows for more precise tracking and measurement of conversion events, helping advertisers understand the impact of their campaigns.

In summary, these terms in Facebook Ads represent different aspects of advertising strategy:

• CPC focuses on the cost of user engagement, with advertisers paying for each click on their ad.
• CPM deals with the cost of ad impressions, where advertisers pay for every 1,000 times their ad is displayed.
• Conversion optimization is a campaign objective that aims to drive specific user actions, leveraging Facebook’s algorithms to target the right audience for these actions.

Unpacking Boosted Posts

Boosted Posts on Facebook are a form of paid advertising that allows you to promote your existing organic (unpaid) Facebook posts to a larger and more targeted audience. Essentially, when you boost a post, you allocate a budget to have it shown to a wider group of Facebook users beyond your usual followers. This feature is designed to help you increase the visibility and engagement of specific posts, such as status updates, photos, videos, or links, by putting them in front of more people.

Boosted posts defined

Boosted posts can enhance engagement and lead generation by leveraging two key elements: enhanced visibility and increased reach. Let’s explore how each of these aspects contributes to achieving these goals:

1. Enhanced Visibility:
   • Capturing Attention: Boosted posts, due to their increased visibility, are more likely to capture the attention of Facebook users as they scroll through their feeds. When your content appears prominently, users are more likely to stop and engage with it.
   • Brand Exposure: Enhanced visibility ensures that your content is seen by a broader audience, including users who may not follow your page. This is crucial for brand exposure and getting your message in front of potential customers who might not have discovered your brand otherwise.
   • Content Highlight: By boosting posts, you can draw attention to specific content that you believe is highly valuable or relevant to your audience. This can be content designed to drive engagement, such as polls, contests, or interactive posts.
   • Storytelling: Enhanced visibility allows you to tell your brand’s story effectively. Whether it’s sharing success stories, customer testimonials, or behind-the-scenes glimpses, boosted posts can engage users emotionally and foster a sense of connection.
2. Increased Reach:
   • Broader Audience: Boosted posts expand your content’s reach beyond your existing followers. This means your message can reach users who may not be familiar with your brand but fall within your defined target audience based on demographics, interests, and behaviors.
   • Lead Generation: For lead generation campaigns, increased reach is crucial. The more people you can expose to your lead generation forms or landing pages, the higher the likelihood of capturing leads. A larger audience means more potential leads.
   • Engagement Potential: A larger reach often translates to increased engagement opportunities. More people liking, sharing, and commenting on your boosted post can create a viral effect, further increasing your reach and brand exposure.
   • Remarketing Possibilities: When you boost posts to a wider audience, you can later use retargeting strategies to reach those who engaged with your content. This is valuable for nurturing leads who have already shown interest in your brand.

Boosted posts vs. organic posts

Boosted posts and organic posts on Facebook differ primarily in terms of their reach and visibility, as well as the strategy behind them:

1. Reach and Visibility:
   • Organic Posts: Organic posts are the regular, unpaid posts that you create and share on your Facebook Page. They are shown to your existing followers and may appear on their News Feeds if the Facebook algorithm determines that the content is relevant to them. The reach of organic posts is limited to your Page’s followers and depends on factors like engagement and the algorithm’s assessment of the post’s quality.
   • Boosted Posts: Boosted posts are organic posts that you pay to promote to a larger and more targeted audience. By boosting a post, you can expand its reach beyond your existing followers and have it displayed to users who may not follow your Page but match the demographics and interests you specify. Boosted posts are labeled as “Sponsored” and are identified as paid content.
2. Audience Targeting:
   • Organic Posts: The reach of organic posts is largely determined by the algorithm and the engagement of your existing followers. You have limited control over who sees your organic posts beyond your Page’s followers.
   • Boosted Posts: When you boost a post, you have greater control over who sees it. You can define your target audience based on demographics, interests, behaviors, and more. This allows you to reach a more specific and relevant group of users.
3. Purpose and Strategy:
   • Organic Posts: Organic posts are typically used for sharing updates, engaging with existing followers, and maintaining an active online presence. They are valuable for building and nurturing relationships with your current audience.
   • Boosted Posts: Boosted posts are strategically used for specific marketing goals, such as increasing brand visibility, promoting products or services, driving website traffic, or generating leads. They are a form of paid advertising intended to achieve specific objectives.
4. Cost:
   • Organic Posts: Posting organically is free. You don’t pay to share content with your existing followers.
   • Boosted Posts: Boosting a post incurs a cost based on your budget and the duration of the boost. You pay to extend the reach of the post to a broader audience.
5. Measurement and Insights:
   • Organic Posts: Insights for organic posts provide data on engagement, likes, comments, shares, and other interactions. You can assess the performance of your posts but with limited reach outside your existing audience.
   • Boosted Posts: Insights for boosted posts provide more extensive data, including detailed information about the reach, engagement, and click-through rates among the paid audience. This data helps you evaluate the effectiveness of your paid promotion.

In summary, the primary difference between boosted posts and organic posts on Facebook is that boosted posts are paid promotions of your organic content with the goal of expanding reach and achieving specific marketing objectives. Organic posts are unpaid and are primarily seen by your existing followers. Both have their place in a Facebook marketing strategy, with organic posts serving as a foundation for audience engagement, and boosted posts used strategically to reach a wider and more targeted audience.

Advantages and limitations of boosted posts

1. Simplicity and Ease of Use:
   • Advantage: One of the primary benefits of boosted posts is their simplicity and user-friendliness. Boosting a post is straightforward and doesn’t require advanced advertising skills. You can create and launch a boosted post in just a few clicks, making it accessible to businesses of all sizes.
   • Explanation: Boosted posts are designed for users who want to quickly promote their content without delving into the complexities of Facebook Ads Manager. This simplicity is especially advantageous for small businesses or individuals who may not have dedicated marketing teams.
2. Limitations of Boosted Posts:
   • Limitation: Boosted posts offer limited customization compared to full-fledged Facebook Ads. You have fewer options when it comes to ad format, placement, and targeting compared to what Facebook Ads Manager provides.
   • Explanation: Boosted posts are best suited for straightforward promotion to a broad audience. If you have specific campaign objectives or require advanced targeting options, such as using custom audiences or lookalike audiences, you may find boosted posts too restrictive. Facebook Ads Manager offers more control over campaign customization.
3. Lack of Detailed Analytics:
   • Limitation: Boosted posts provide basic engagement metrics, such as likes, comments, shares, and the number of people reached. However, they lack the in-depth analytics available through Facebook Ads Manager, including conversion tracking and detailed audience insights.
   • Explanation: While boosted posts offer some performance data, the absence of detailed analytics can make it challenging to assess the full impact of your advertising efforts. For businesses seeking precise data on ad performance and conversion tracking, using Facebook Ads Manager may be a more suitable option.

Boosted posts are advantageous for their simplicity and accessibility, making them a quick and easy way to promote content. However, they have limitations in terms of customization and in-depth analytics, making them less suitable for advanced marketing campaigns. Choosing between boosted posts and traditional Facebook Ads depends on your specific campaign goals and the level of control and insights you require.

Lead Generation Comparison

From a lead generation perspective, there are notable differences between Facebook Ads and Boosted Posts. Here are more detailed explanations of the lead generation comparison between Facebook Ads and Boosted Posts in terms of reach and visibility, conversion and engagement, cost-effectiveness, and analytics and tracking:

1. Reach and Visibility:
   • Facebook Ads (Advantage: Extensive targeting capabilities): Facebook Ads offer extensive targeting options, allowing advertisers to reach highly specific audiences based on demographics, interests, behaviors, and more. This extensive targeting capability ensures that your ads are shown to the most relevant users, increasing the likelihood of lead generation. You can also utilize features like lookalike audiences to expand your reach to users similar to your existing customers.
   • Boosted Posts (Limitation: Limited targeting options): Boosted Posts have more limited targeting options compared to Facebook Ads. While you can specify demographics and interests, the level of granularity is reduced. Boosted Posts are designed for simplicity, making them suitable for reaching a broad audience but less effective for precise audience segmentation.
2. Conversion and Engagement:
   • Facebook Ads (Advantage: Customizable landing pages and lead forms): Facebook Ads provide the flexibility to create customized landing pages and lead generation forms. This allows you to design a seamless user journey from ad click to lead capture. You can optimize the landing page for conversions, A/B test different elements, and track user interactions with precision.
   • Boosted Posts (Advantage: Simplified engagement with existing audience): Boosted Posts excel at simplifying engagement with your existing audience. They are valuable for encouraging engagement, such as likes, comments, and shares, among your current followers. While they can generate leads from your existing audience, their simplicity may not provide as tailored a conversion path as Facebook Ads.
3. Cost-effectiveness:
   • Facebook Ads (Advantage: Precise budget allocation and bidding strategies): Facebook Ads allow advertisers to allocate their budget precisely and choose from various bidding strategies, such as CPC (Cost Per Click) or CPM (Cost Per Mille). This flexibility enables efficient spending and the ability to optimize campaigns for lead generation.
   • Boosted Posts (Advantage: Lower cost, but potentially less targeted reach): Boosted Posts often have a lower cost compared to Facebook Ads. However, this cost advantage may come at the expense of targeting precision. While they can be cost-effective for reaching your existing audience, they may not deliver the same level of efficiency as Facebook Ads in reaching new leads.
4. Analytics and Tracking:
   • Facebook Ads (Advantage: Comprehensive reporting and conversion tracking): Facebook Ads provide advertisers with comprehensive reporting and conversion tracking capabilities. You can track the entire customer journey, from ad engagement to lead generation and beyond. This data-rich environment allows for in-depth analysis and optimization of campaigns.
   • Boosted Posts (Limitation: Basic engagement metrics): Boosted Posts offer basic engagement metrics, such as likes, comments, shares, and the number of people reached. While these metrics provide insights into the engagement with your content, they lack the comprehensive conversion tracking and audience insights available through Facebook Ads.

In conclusion, the choice between Facebook Ads and Boosted Posts for lead generation depends on your specific campaign goals and resources. Facebook Ads offer more advanced targeting, customization, and tracking capabilities, making them ideal for precision lead generation campaigns. On the other hand, Boosted Posts are simpler and cost-effective for engaging your existing audience but may not provide the same level of targeting and tracking for acquiring new leads.

Best Practices and Recommendations

Identifying campaign objectives

1. Brand Awareness:
   • For brand awareness campaigns, use both Facebook Ads and Boosted Posts to create a consistent and engaging brand narrative. Highlight your brand’s unique selling points and values in a visually appealing way.
   • Consider using Facebook Ads to reach a broader audience with a compelling video or image ad that tells your brand’s story. Use Boosted Posts to reinforce these messages among your existing followers and encourage them to share your content.
2. Lead Generation:
   • Use Facebook Ads with conversion optimization objectives to drive traffic to dedicated landing pages where users can submit their contact information. Ensure your lead forms are concise and offer value to users.
   • Leverage Boosted Posts to promote lead magnets like ebooks, webinars, or downloadable resources to your existing audience. This helps nurture leads from your current followers.
3. Conversion Optimization:
   • Facebook Ads are ideal for conversion optimization campaigns. Create targeted ads that drive users to take specific actions, such as making a purchase or signing up for a service.
   • For Boosted Posts, consider boosting content related to successful conversions to reinforce trust and credibility among your audience.

Leveraging Facebook Ads

1. Conducting Thorough Audience Research:
   • Use Facebook’s Audience Insights and other analytics tools to understand your target audience’s demographics, interests, and behaviors. Create highly specific audience segments to maximize ad relevance.
   • Continuously refine your audience targeting based on performance data. Experiment with different audience segments to discover which ones yield the best results for your campaign objectives.
2. A/B Testing Creatives and Ad Formats:
   • Run A/B tests with different ad creatives, headlines, and ad formats to identify what resonates most with your audience. Test variables such as video vs. image ads, carousel ads vs. single image ads, and ad copy variations.
   • Analyze the results of A/B tests and allocate budget to the highest-performing creatives and formats to optimize your ad spend.
3. Regular Performance Monitoring and Optimization:
   • Monitor your Facebook Ads campaigns daily or weekly to identify trends and anomalies in performance metrics. Adjust your bids, budgets, and targeting parameters as needed to improve ROI.
   • Utilize the Facebook Pixel for conversion tracking and retargeting. Create custom audiences based on user interactions with your website to deliver more relevant ads.

Harnessing Boosted Posts effectively

1. Choosing the Right Organic Content to Boost:
   • Select organic posts that have already demonstrated engagement and relevance to your audience. Boosting well-received content can lead to even higher engagement and conversions.
   • Ensure that the content aligns with your campaign goals. For lead generation, boost posts that contain valuable information or incentives for users to take action.
2. Defining Clear Targeting Parameters:
   • Although Boosted Posts have limited targeting options, define your audience as precisely as possible within those limitations. Focus on demographics and interests that are most relevant to your campaign.
   • Experiment with different audience segments and measure performance to identify which targeting parameters are most effective for your objectives.
3. Monitoring Boosted Post Performance:
   • Regularly check the performance of your boosted posts in the Facebook Ads Manager. Pay attention to engagement metrics, reach, and click-through rates.
   • Adjust your boost duration and budget based on performance. If a post is performing exceptionally well, consider extending the boost to maximize its impact.

Combining Facebook Ads and Boosted Posts

1. Amplifying Successful Facebook Ads Through Boosted Posts:
   • After identifying high-performing Facebook Ads, consider using Boosted Posts to extend their reach to your existing audience. This reinforces the message and encourages further engagement.
   • Be strategic in choosing which ads to boost. Focus on those that align with your long-term brand or conversion goals.
2. Utilizing Boosted Posts for Engagement and Remarketing:
   • Boosted Posts can be valuable for engagement and remarketing. Promote content that encourages interaction, such as polls, contests, or user-generated content, to keep your audience engaged.
   • Use Boosted Posts to retarget users who have interacted with your website or other ads. This helps nurture leads and encourages them to take the desired action.

Both Facebook Ads and Boosted Posts offer unique advantages for businesses aiming to generate leads on the platform. While Facebook Ads provide comprehensive customization and targeting options, boosted posts offer a simpler approach with lower costs. Ultimately, the choice between the two depends on campaign objectives, budget considerations, and the level of targeting precision desired. By understanding the strengths and limitations of each tool, businesses can craft effective lead generation strategies and unlock the full potential of Facebook as a marketing powerhouse.

Feel free to view our Facebook Ads Case Study here.

Discover how our Facebook Ads agency Perth can take your business to the next level. Book a free 30 min discovery session now.

Updated By Les. Nov 2023

In the ever-evolving landscape of digital marketing, Google Ads remains an indispensable tool for businesses of all sizes. Whether you’re a burgeoning startup or a well-established enterprise, Google Ads offers a versatile platform for generating leads and enhancing brand awareness. In this article, we’ll delve into the existing reasons for embracing Google Ads, while introducing three new compelling factors that make it a must-have for businesses in today’s competitive market.

Existing Reasons to Embrace Google Ads

Before we explore the new reasons, let’s recap why Google Ads has already been a game-changer for businesses:

1. Search intent dominance

When it comes to search intent, Google Search out ranks all other search engines like Bing, Yahoo or Baidu. In 2021, Google Search has taken almost 90% of the of the search engine market while Bing has 2.48%, Yahoo has 1.5% and Baidu 0.29% (source Gs.statcounter.com).

The annual global growth of Google Search is now 8.2% (firstsiteguide.com). This translates to roughly 40,000 search queries per second (Internetlivestats.com).

According to further research statistics: –

• 80% of all companies focus on Google Ads for PPC (WebFX, 2020)
• Online ads can increase brand awareness by up to 80% (WebFX, 2019)
• Two in five small-to-midsize businesses are running a PPC campaign (WebFX, 2019)
• More than 7,000,000 advertisers use Google Ads PPC (KlientBoost, 2019)
• Google Ads is currently the biggest provider of search advertising on the market (Statista, 2020)

Everyday more and more people are using Google Search to research products and services.

Paid search, exemplified by Google Ads, offers a distinct advantage in terms of cost-effectiveness. This advantage is attributed to its efficient mechanism of bidding on specific keywords, enabling your business to secure prime real estate at the top of search results pages. In stark contrast, the realm of organic search demands an investment of time, patience, and relentless effort before you can witness the fruits of your labor. With paid search, your business can promptly and precisely target its audience, making it an ideal choice for those seeking swift and targeted results. In the case of organic search, the path to success involves cultivating your online presence through a marathon of strategies and optimizations, but the long-term rewards are often well worth the wait.

In a nutshell, Google Search’s unrivaled dominance in the search engine market, with a staggering 90% share, ensures that your ads reach an audience with genuine search intent. With millions of searches conducted daily, Google Ads provides a golden opportunity to tap into a vast user base.

2. Effective cost control

When comparing the advertising landscape, Google Ads shines as a beacon of cost-effectiveness in stark contrast to traditional marketing channels like print ads, radio, or TV. The fundamental disparity lies in the precision of audience targeting and budget management. Traditional methods cast a wide net, reaching a broad spectrum of individuals, regardless of their affinity for your product or service. The costs associated with such broad-reaching campaigns can be exorbitant, while the return on investment (ROI) often remains disappointingly elusive. This financial burden is particularly challenging for small businesses that typically lack the substantial resources required for conventional marketing endeavors.

In the realm of Google Ads, the narrative takes a different, more cost-effective turn. Here, you wield the power to define a monthly budget that aligns seamlessly with your business objectives, without fear of overreaching financial constraints. Your ads are not merely flung into the digital ether; they are carefully tailored to reach a receptive audience, ensuring that every advertising dollar is an investment, not an expense. Moreover, Google Ads allows for daily budget adjustments, which means you can allocate more resources to days that promise higher conversion opportunities. The result is a flexible advertising strategy that adapts to real-time market fluctuations. An ingenious approach is the creation of a shared budget that can be seamlessly distributed across relevant campaigns. This approach streamlines the budget management process, necessitating changes in just one location, ensuring consistency across campaigns sharing the same budget and maintaining overall monthly spending within an impressive +/- 5% margin.

Google Ads keyword-based targeting strategy is excellent for targeting customers with specific interests. This strategy also ensures the budget is spent on relevant searches and shown to those who are specifically in the market to acquire your product or service.

If you are concerned of going over budget, Google Ads allows you to set a spend limit. This way you will never go over budget.

3. Keyword-based targeting

Google Ads’ keyword-based targeting lets you reach potential customers precisely when they’re searching for your products or services. This precision ensures that your budget is spent on highly relevant searches, maximizing your chances of conversion.

Unlocking the power of keyword-based targeting on Google Search stands as one of the most accessible and effective means to connect with potential customers. This strategy revolves around the art of selecting precise keywords that encapsulate the essence of your product or service, thereby directing your message to the right audience. Let’s illustrate this with an everyday scenario: imagine you find yourself in Perth, urgently needing a tow truck service to transport your vehicle from one location to another. In this moment, you instinctively turn to the trusty Google Search and input the search term ‘tow truck Perth.’ The magic unfolds as Google’s search algorithms diligently get to work, fetching results that align perfectly with your search criteria. The search results prominently feature Google Ads, which are thoughtfully tailored to match your immediate need by showcasing ads from relevant service providers.

Google Ads’ keyword-based targeting strategy is, without a doubt, a formidable asset in your marketing arsenal. This approach not only aids in precision targeting but also ensures that your advertising budget is allocated judiciously, exclusively to searches that harbor genuine intent to acquire your specific product or service. It’s the digital equivalent of catching the attention of a prospect at the precise moment when they’re poised to make a purchase decision. With keyword-based targeting, your marketing strategy evolves into an efficient, laser-focused force that engages potential customers with a heightened sense of relevancy and purpose.

This approach not only aids in precision targeting but also ensures that your advertising budget is allocated judiciously, exclusively to searches that harbor genuine intent to acquire your specific product or service. It’s the digital equivalent of catching the attention of a prospect at the precise moment when they’re poised to make a purchase decision. With keyword-based targeting, your marketing strategy evolves into an efficient, laser-focused force that engages potential customers with a heightened sense of relevancy and purpose.

4. Geo-location targeting

Geo-location targeting is often overlooked but can be a game-changer. It allows you to reach customers based on their physical location, targeting your audience with greater precision and optimizing your campaign budget.

In Google ads, this can be either set by country or state or city. Google Ads also provides the option of using a radius setting around a certain area such as shown below.

Geo-location targeting is a strategic powerhouse with a trio of paramount objectives: propelling foot traffic, amplifying sales, and heightening the quality of customer service by delivering meticulously relevant search results to individuals in a precise location. This dynamic approach enables digital marketers to orchestrate their advertising symphony with the precision of a maestro, ensuring that their audience is served with ads perfectly harmonized to their geographical context.

Beyond the salient objectives, there’s an invaluable dividend to geo-location targeting – the optimized allocation of your campaign budget. With this strategy in place, your advertising expenditure is concentrated like a laser beam on the most coveted customer segments residing within your specific target location. The beauty of this precision lies in its ability to spare your budget from unnecessary squandering on prospects who fall outside your target audience. By avoiding ad spend wastage, geo-location targeting affords your campaigns the fiscal discipline they need to yield remarkable ROI and conversion rates. It’s the fine art of smart budget management, making every dollar you invest in advertising a calculated step towards success.

5. Ad copy control

With complete control over ad copy, you can craft compelling headlines, descriptions, and keywords to capture your audience’s attention. A well-optimized ad with clear benefits can significantly enhance your click-through rate and conversions.

Google Ads empowers advertisers with a formidable arsenal for crafting compelling ad copy that is bound to captivate their audience. It’s not just about putting words on a digital canvas; it’s about creating a symphony of persuasion. In this virtuoso performance, headlines take center stage – concise, impactful, and highly descriptive. Their mission is to kindle the sparks of curiosity and ignite interest in your product or service. Each word in the headline must count, inviting users to explore further.

Complementing the headline’s tantalizing introduction is the description – a canvas where the benefits for your customers unfurl in crystal clarity. This is your chance to communicate precisely what awaits those who click on your ad. Every detail is meticulously honed to serve as a beacon of information, guiding potential customers through their journey. Moreover, it’s not just about words; it’s about keywords. Keywords used in both the headlines and descriptions should be meticulously chosen to establish an unwavering connection with individuals actively seeking products or services akin to what you offer. This strategic alignment ensures that your ad appears like a shining beacon, directing users to your virtual doorstep. Every element, from the description down to the URL, plays a pivotal role in your ad’s performance, demanding perfection.

This extraordinary degree of control is indispensable to advertisers seeking to fine-tune their campaigns for optimal ranking results. It’s the meticulous craftsmanship of each ad component that dictates its resonance with the audience, ensuring that every ad dollar spent serves as a catalyst for driving conversions and success.

6. Landing page metrics

Landing pages are the webpages visitors land on after clicking on a link from a search engine like Google Search. Websites and single standalone webpages are considered landing pages. A website is just a more detailed elaborate landing page with navigation menus serving up different webpages for the website. If visitors can’t find what they are looking for or if they don’t like what they see, many will bounce off the landing page and never return to the site. Integrating Google Analytics with your Google Ads campaigns offers a wealth of data to analyze landing page performance. Metrics like bounce rate, session duration, and percentage of new sessions help fine-tune your landing pages for better results.

Google Analytics is the most commonly used website analysis tool for understanding website visitor behavior. It provides comprehensive insights about visitors, goals and conversions. Through Google Analytics, advertisers can measure how long visitors stay on their landing pages and analyse the bounce rate (i.e. it is the percentage of visitors who enter the site and then leave (“bounce”) without doing anything).

By linking Google Analytics to Google Ads, advertisers can track traffic from paid ads. Advertisers can then figure out which landing pages are most effective with which audiences respond to positively by submitted leads and can optimize accordingly.

Linking your Google Analytics to your Google Ads campaigns unlocks a treasure trove of invaluable data insights that can significantly bolster your campaign’s performance. Among these insights, three key metrics take the spotlight: landing page bounce rate, percentage of new sessions, and average session duration.

The landing page bounce rate acts as a litmus test for the landing page’s efficacy. A high bounce rate or a brief average session duration can be telling indicators that the page may not be optimally tailored for the specific audience segment it’s meant to engage. These metrics provide a compelling narrative, revealing whether visitors are finding what they seek or quickly losing interest. On the flip side, a low bounce rate and a lengthy average session duration signal an optimized landing page that seamlessly resonates with the target audience, holding their attention and guiding them deeper into the user journey.

The percentage of new sessions is a vital gauge of fresh visitor influx. It illustrates the proportion of new visitors arriving at the landing page. This metric provides valuable insights into the landing page’s ability to attract and engage a constantly evolving audience, potentially opening the doors to expanding your customer base. In essence, these Google Analytics metrics, when harnessed effectively, unveil the narrative of user engagement, guiding you to optimize your landing page for superior campaign performance.

7. Monitor and optimise

Google Ads provides a range of metrics to track and analyze campaign performance, including clicks, click-through rates, impressions, costs, and conversions. Regular monitoring allows you to optimize your campaigns to achieve the best results.

Google Ads offers a plethora of different metrics to analyze. Apart from bounce rates, average session duration and percentage of new sessions, advertisers should analyse these metrics as well:

• Clicks (Sum of clicks on the ad.)
• Click-Through-Rate (CTR) (Measures how often people click your ad after it’s shown to them, which can help you understand the effectiveness of your ad.)
• Impressions (An impression is counted each time your ad is shown, which tells you how often your ad is shown. The aim is for high impressions.)
• Cost (Cost is the sum of campaign spend during the reporting period.)
• Average Cost (Average cost is the average amount that an advertiser paid per interaction.)
• Average Cost-Per-Click (CPC) (Average cost-per-click is the amount that was paid for the ad divided by its total clicks, this tells how much is being paid on each click. The aim is to maximise impressions and clicks with the lowest CPCs.)
• Conversions (Shows the number of conversions or lead submissions received after ad interactions.)
• Cost per conversion (Shows the average cost of a conversion i.e. cost divided by conversions.)

New Reasons to Choose Google Ads

Now, let’s introduce three new compelling reasons why Google Ads is an essential tool for businesses of all sizes:

8. Dynamic Ad Extensions

Google Ads introduces a groundbreaking feature that’s set to transform your advertising strategy: dynamic ad extensions. These innovative extensions have the ability to automatically showcase supplementary information, meticulously fine-tuned according to the user’s behavior and intent. This dynamic approach doesn’t just enhance the relevance of your ads; it’s a strategic marvel that creates a more engaging and captivating ad experience for your audience, while concurrently catapulting your ad’s visibility to new heights.

This groundbreaking feature heralds a seismic shift in the way your ads interact with users. No longer static, they adapt and evolve based on the individual’s online journey. For instance, if a user is exploring a range of products on your e-commerce site, dynamic ad extensions may spotlight your best-selling items, special promotions, or even highlight product reviews to bolster their purchasing decision. It’s a personalized touch that resonates with users, making them feel like your brand understands their unique needs. This level of interaction can significantly boost user engagement, making your ad not just a message but a valuable resource tailored to each user. The result? More compelling ads, happier users, and an ad campaign that truly stands out in a crowded digital landscape.

9. AI-Powered Targeting

Embrace the full potential of Google’s cutting-edge artificial intelligence to supercharge your targeting strategies. With the ever-evolving landscape of digital advertising, Google Ads emerges as the ultimate ally. It empowers you with the capability to delve deep into user data and behavior, unearthing insights that go beyond the surface level. This profound analysis furnishes you with a treasure trove of audience segments, meticulously crafted to home in on individuals who are not just interested but highly likely to convert. This transformative approach not only injects a new level of efficiency into your campaigns but also ushers in a profound era of cost-effectiveness.

The dynamic synergy between Google’s AI and your advertising strategy manifests in the form of hyper-personalized campaigns. It’s akin to having a virtual assistant that can decode the intricate web of user preferences and behaviors, deciphering patterns that might have eluded human observation. Armed with this in-depth knowledge, you can fine-tune your targeting strategies to create laser-focused ads that resonate with users on a profound level. This kind of precision doesn’t just save ad spend; it ensures that every dollar invested yields a remarkable ROI. With Google Ads and its AI-powered insights, you’re not merely advertising; you’re forging meaningful connections with your audience, delivering exactly what they seek, and achieving a level of efficiency that redefines the digital advertising game.

10. Enhanced Local Services Ads

Google Ads extends a vital lifeline to brick-and-mortar businesses with its groundbreaking feature: enhanced local services ads. This innovation has the power to seamlessly bridge the gap between you and local customers, facilitating swift and effortless connections. In a digital realm teeming with options, these ads serve as beacons of accessibility and information, providing crucial details that guide potential customers to your doorstep with ease. From pivotal information like business hours and service areas to the invaluable insights encapsulated in customer reviews, these ads constitute a comprehensive resource that simplifies the decision-making process for your audience, increasing the likelihood of them choosing your services over the competition.

In an era where convenience reigns supreme, enhanced local services ads set you on the path to be the first choice for local customers. With a quick glance, they can discern your operating hours, grasp the scope of your service area, and gain confidence through authentic customer feedback. This level of transparency and accessibility isn’t just an enhancement; it’s a beacon of trust and convenience that significantly boosts your local appeal. In essence, these ads become the digital handshake, the welcoming sign, and the treasure trove of information that guides local customers to your business, ensuring they choose you with confidence.

Summary

In conclusion, Google Ads remains an indispensable asset for businesses, offering a multitude of benefits that extend beyond traditional advertising methods. With search intent focus, cost control, precise targeting, ad copy control, landing page optimization, and continuous monitoring, Google Ads is already a powerful tool. The introduction of dynamic ad extensions, AI-powered targeting, and enhanced local services ads further solidify its position as a must-have for businesses of all sizes. Embrace Google Ads and propel your business towards greater success in the digital landscape.

If you are looking to understand the components of a digital marketing strategy, feel free to read this blog.

We also have a Google Ads case study which you can view first hand how effective Google Ads is in lead generation.

Discover how out Google Adwords Perth agency can help boost your business lead generation. Book a free 30 min discovery session now.

In today’s digital-first world, a vibrant real estate social media marketing presence is indispensable for real estate agencies aiming to capture the attention of potential clients. According to research, 63% of real estate agents use social media to promote their listings. With a plethora of platforms at your fingertips, the opportunity to showcase your listings and expertise has never been greater. But the question remains: How can you create content that stands out and genuinely engages your audience? After collaborating with a local real estate agency to overhaul their social media strategy, we’ve unlocked the secrets to creating compelling, engaging content.

The Secret Ingredient: Engagement

Engagement is the cornerstone of social media for real estate success. It transforms passive viewers into active participants, fostering a community around your brand. Engaged followers are more likely to become your advocates, spreading the word about your services far and wide.

Your Blueprint for Social Media Mastery

Below, we dive into 14 strategies to supercharge your real estate agency social media presence, complete with top hints to maximize their impact:

1. Virtual Showcases
   • Strategy: Utilize both still images and interactive 360-degree videos to offer virtual tours of your properties.
   • Top Hints: Use high-quality, professional photography and ensure your tours highlight unique features of each property. Consider adding soft background music to enhance the virtual tour experience.
2. Insider Advice
   • Strategy: Share valuable tips on preparing homes for sale or what to look out for during appraisals.
   • Top Hints: Create easy-to-follow checklists or infographics that summarize your advice, making it shareable and easy to digest.
3. Behind the Scenes
   • Strategy: Give followers a peek into your agency’s culture with photos and stories featuring your team.
   • Top Hints: Celebrate milestones, birthdays, or community service days to humanize your brand and build a connection with your audience.
4. Engage with Questions
   • Strategy: Foster dialogue by asking followers their opinions on market trends or design choices.
   • Top Hints: Use polls and question stickers on Instagram Stories to encourage interaction and gather insights on your audience’s preferences.
5. Educational Events
   • Strategy: Offer webinars or workshops on key real estate topics.
   • Top Hints: Partner with mortgage lenders or home inspectors to provide comprehensive sessions and promote these events across your social platforms for broader reach.
6. Interactive Competitions
   • Strategy: Host contests that encourage followers to engage creatively with your brand.
   • Top Hints: Offer prizes relevant to your services, like a free consultation or home staging, and ask participants to tag friends to extend your reach.
7. Sneak Peeks
   • Strategy: Build anticipation with previews of upcoming listings.
   • Top Hints: Use captivating captions and encourage followers to guess the listing price or features, rewarding correct guesses with small prizes or shoutouts.
8. Celebrate Success
   • Strategy: Highlight your team’s achievements and industry awards.
   • Top Hints: Share personal stories behind the achievements to inspire trust and confidence in your agency’s expertise.
9. Exclusive Offers
   • Strategy: Attract potential clients with special promotions, like free appraisals.
   • Top Hints: Limit offers to create a sense of urgency and exclusivity, prompting quicker engagement.
10. Solve Pain Points
    • Strategy: Address common issues faced by buyers and sellers, providing clear solutions.
    • Top Hints: Use real client questions as inspiration for your content, and present your answers in a relatable, easy-to-understand manner.
11. First-Time Buyer Focus
    • Strategy: Create content specifically aimed at guiding first-time homebuyers through the buying process.
    • Top Hints: Develop a series of posts that walk through each step of the home buying process, from mortgage pre-approval to closing day.
12. Success Stories
    • Strategy: Share testimonials and stories of happy clients.
    • Top Hints: Include before-and-after images of sold properties or video testimonials to add authenticity and emotional appeal.
13. Lifestyle Content
    • Strategy: Highlight the lifestyle and community around your listings.
    • Top Hints: Share local events, favorite spots, and features that make the community special, linking these back to how they enhance living in the properties you’re selling.
14. Community Engagement
    • Strategy: Demonstrate your investment in the local community through posts about local news, events, and initiatives.
    • Top Hints: Engage in local online groups and forums to increase visibility and show your support for local businesses and causes.

Incorporating these content ideas into your social media strategy can transform your online presence, engage your audience, and ultimately, grow your real estate business. Remember, the key to social media success lies in creating connections. So, we encourage you to not only like and share but also to interact meaningfully with your followers. Start implementing these tips today, and watch your social media community thrive.

Additionally there is also the option to further promote your social media content with paid Ads on platforms like Facebook. This could either be Facebook Ads to Boosted Posts. Check out our detailed post on paid Ads on Facebook.

This article was also published on Linkedin.

Updated By Les. Jan 2022

This Google Ads case study demonstrates how Google Ads was used to effectively boost sales leads across a 2 month period while achieving lower costs to maximise return on ad spend.

The success of the campaigns was as a result of sticking to a proven routine of doing things the right way with very regular monitoring to identify improvement opportunities. Small, incremental changes can add up to significant improvements over time.

Read on this Google Ads case study to find out how we did it.

The Background

Our client, Kennedys Aust Pty Ltd, is a family business operating in Victoria Australia. Their core business service offerings are commercial plumbing and asbestos removal. They operate a number of strategically located branches in Victoria. The business has a comprehensive website with web forms and excellent relevant web content including case studies with rich videos.

The objective of this Google Ads project was to boost their sales leads at their Geelong branch and surrounding areas as soon as possible over a 2 month run window.

The Challenge Ahead

The Results

After the first month run, the campaigns yielded 3 conversions. Refer to the snapshots from Google Ads below.

The second month campaign run yielded 7 conversions, more than double of that in the first month.

The snapshots above highlight the following key achievements in comparison to the previous period: –

1. Clicks grew by 62%
2. CTR improved by 50%
3. Impression grew by 8%
4. Conversions grew by 133%
5. Conversion rate improved by 44%
6. Average Cost decreased by 5%
7. Search impression share decreased by 23% but still produced more conversions

The Solution

To meet the challenges and deliver the positive results, we implemented a number of creative and innovative techniques to maximizing Return On Ad Spend (ROAS):-

1. All campaigns used manual bidding as this strategy offered the best method to control cost per click to fit in with the limited daily budget of $25. This technique also allowed us to get the best out of Google Ads. With manual bidding, we adjusted bids to minimize spend simultaneously maximizing impressions, clicks, conversions and lowering CPC.
2. Ad group relevance and highly targeted Ad creatives that focused on commercial plumbing and asbestos removal were created. Each Ad creative included a Call-To-Action. Ads comprised of a combination of Expanded Text Search Ads and Responsive Search Ads.
3. To further enhance Ad strength, Ad extensions were implemented including Sitelink, Structured Snippets, Call-Out, Location and Call extensions.
4. Implemented landing page split testing using the existing company website and custom landing pages with web forms.
5. Organised campaigns using different geographic implementation techniques including location restricted by postcodes, location restricted by radius and Melbourne wide with further restrictions in some campaigns using a combination of in-market and affinity audiences, and profitable keywords.
6. Ads split testing with different creatives to keep the campaigns fresh to overcome any Ad fatigue.
7. Extensive keyword research lead to a combination of broad, broad modified and phrase match relevant targeted keywords that were implemented across the campaigns.
8. Set up conversion tracking for web form submissions, call from Ads, calls from extensions and calls from website.
9. Implemented shared budget that spread the $25/day budget across all campaigns.
10. Daily campaign monitoring and optimization to identify problems and opportunities for overall improvement.

Looking for really useful Google Ads tips, then download our 6 Top Google Ads Tips here.

You can also find more details about our Google Ads management service here.

Updated By Les. Jan 2022

Who is Freeflo?

Freeflo Plumbing and Gas was launched in 2017 with the intention of becoming the #1 plumbing and gas maintenance services provider in Perth West Australia. Freeflo’s client base consisted of both commercial and residential customers.

In late 2018, Freeflo engaged Valles Digital Marketing to undertake a major brand awareness campaign. The purpose of this campaign was to engage with as many potential customers as possible by demonstrating its capability, experience, expertise and value. Freeflo’s business website formed an integral part of the campaign. Freeflo understood who their customers were but the business was unclear on how to further raise their online presence:

1. What messages would most resonate?
2. Where best to advertise online?
3. Which digital advertising platform is most suitable?

The Action

As Freeflo already had a Facebook business page, the business decided to use this platform as the base for their brand awareness campaign.

The campaign consisted of:

1. Strengthening their Facebook business page including updating it with relevant company details, services, images and contact information.
2. Creating and posting 16 value-add page posts with images over a 3 month period that demonstrated their technical capability, skill and experience:
   • On average there were 5 posts per month.
   • 30% of posts demonstrated actual completed work.
3. Undertaking a 3 month Facebook advertising brand awareness campaign involving 15 Ads to further boost their presence on Facebook and generate website traffic. The Ads ran daily with targeted audiences. On average, there were 5 Ads running in any month including A/B Testing. The Ads were grouped under the following topics:
   • Emergency Plumbing
   • Local Plumber
   • Hot Water System Installation
   • Water Filter Installation

The Result

Before the campaign, Freeflo Facebook page had 119 followers.

After the campaign:

This Facebook advertising case study results highlight that if used strategically, Facebook is an excellent platform to grow brand awareness not only for page followers but more importantly potential customers. With the short 3 month campaign, we believe the key objectives of increasing Freeflo’s Facebook presence and website traffic were met. Freeflo experienced a 23% increase in contact requests from their website since the campaign ceased. Fast-forward to today, Freeflo’s Facebook page now has 529 followers and growing. That is a whopping 184% growth in page followers since the campaign ended.

We’ve been really pleased and grateful to have assisted Freeflo. This Facebook marketing case study highlighted that the extended market reach through a combination of Facebook Page posts and Ads have boosted Freeflo’s good name, capability, experience and skills in the market.

Note that a lot of businesses use social media data as business intelligence. You can read more about this in our blog titled Business Intelligence and Social Media.

If you’re looking for top Facebook tips, then download our Facebook Page Hacks here.

You can also find more details about our Facebook Ads management service here.

For the visually impaired, here is an audio version of this blog.