Show Notes: Demystifying Digital Ads, Part One
https://open.spotify.com/episode/77UDMSC1H485D9P9zvyAUw?si=KjycMobFQqOwDY7l-5fDEA
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In this individual episode a lot of what Kelli and Tim discuss includes the fundamentals of what everyone should know when it comes to digital ads. They make sure to include the best practices in creating them, understanding Facebook ad metrics, as well as offering the most basic understanding when it comes to digital ads.
A big question surrounding the topic of digital ads is why people should even pay for them, this question is answered simply in the terms of wanting to get content in front of people no matter where they are. Digital ads are used to drive sales of the products. The difference between organic and paid growth is defined in this episode as well to give the listeners a good idea of the difference and where the world is at today when it comes to digital ads.
Organic growth is sort of like the olden days of digital ads marketing when nothing was paid for and it was all based on posting images and videos that were not paid for to see growth. With organic growth there is no budget that goes into paying for extra followers or likes. In today’s time when it comes to digital ads it is a “pay to play world” type of mindset and we have what is called Paid Growth. Paid growth is exactly what it sounds like, paying for ads and boosting ads to get more attention to the products that you are trying to sell.
Two other differing terms covered in this podcast episode are Boosted Ads and Dark Ads. Dark Ads are targeted advertising posts that do not appear on your specific brands feed and are viewed by the specific target audience. It is important to consider using dark ads as a brand because of how it can allow your main feed to not look like a jumbled up mess of just ad promotions. Dark ads are great when it comes to wanting to promote seasonal things or even regional things to certain audiences. A boosted ad is another story, this sort of ad is regularly posted images that have money behind them to reach a larger audience. When the money is involved with these posts you will gain more followers, likes, and comments for your page.
One other major point covered in the episode is the Facebook Pixel which is a very intimidating thing to some brands. It is not as complicated as it seems and Tim describes it as simply a code applied that can help brands track the traffic of people who come to your website from the boosted posts that you put up. This code from the Facebook Pixel allows brands to obtain data of what is successful and what is not so successful and gives the brand options for revaluation. To put this pixel in you can either do it manually or ask your web ID host if it is possible to pop in the piece of code that can help you see and manage the attention you are receiving from posts to your website.
Finally the most important part of this first part series episode is how to create the ad. The first step is to make sure to evaluate the goal that the brand wants to achieve from the ad. It is also important to test the types of content and ads that are working best in different ways for a set amount of time with money behind it. It is important to understand that spending money is almost necessary in today’s world of digital advertising and in the long run the money will be very well spent. Using everything taught in this episode brands should have a better understanding behind what digital ads are and how to create successful ones for themselves.