I’ve been obsessed with Facebook Ads for the past few years. It probably didn’t hurt that the first test campaign we ran earned an excellent $0.04 cost-per-engagement from a $10 budget.
I’m obsessed because I’m convinced Facebook Ads are one of the most powerful tools we currently have as digital marketers. Whether you’re looking to spend $200 a month advertising to a single zip code or $20,000 a day reaching sports fans, you can reach the ideal target audience for your organization with targeting criteria that no other ad network, search engine, or social network can match.
Local SEO can be confusing for those businesses that don’t have a physical store for customers to walk into.
Unlike businesses with a brick-and-mortar storefront, service-area businesses (or SABs) go out to meet with their customers, as opposed to their customers coming to see them. This often results in them servicing multiple cities, which can be problematic—the #1 ranking factor in local SEO is the physical address of the business. In addition, business owners are also usually concerned about privacy, as many of them use their home address and can’t utilize some of the features that Google offers small businesses (like Indoor Street View).
Online display ads have been around for over 20 years. They’re nothing new. But over the past 2 decades, the content, format, and messaging of display ads have changed dramatically—because they have had to!
The click-through rate of that first banner ad in 1994 was 44%. CTRs have steadily declined, and were sitting at around 0.1% in 2012 for standard display ads (video and rich media excluded), according to DoubleClick. Advertisers had to do something to ensure that their ads were seen, and engaged with—ads had to be a useful resource, and not an annoying nuisance.