Advertising from your Facebook Page can help you reach people who care about your business, product, or service. You can boost a post, promote an event, get leads or even encourage people to shop on your website. There are many different ad types, and the first step is choosing the ad that supports your business goal.

See below to find which ad type best matches your business goal.

We recommend to start with a Website Visitors ad. This allows you to promote a specific URL from your Facebook Page. This increase is website traffic can help your Google search position and encourage ‘contact us’ page engagement. A website traffic ad will reach people who may click on the link and can help increase awareness of a specific web page.

Note: Some ad types may not be available based on your Page. For example, if you don’t have an event on your Page, the boost event ad type won’t be available.

What Facebook Ad Type Should you Use:

Base you ad type on your business goal 

Wht is you goal?

Promote Your Page Increase people’s awareness of your business or service and get Page likes.

Promote Your Business Locally Reach people near your business or a specific city.

Boost Post Reach people more likely to engage with your post. Engagement includes actions such as reacting to, commenting on or sharing the ad.

Boost a video post Share videos of your business with people on Facebook most likely to watch it.

Boost an Event Generate interest in an upcoming event and encourage attendance.

Promote Your [Call-to-Action] Button Encourage people to take a specific action based on your Page’s call-to-action button, such as Apply Now or Sign Up.

Get More Website Visitors Send people to a specific URL, such as your website’s home page or a blog post.

Get More Leads Find people interested in your business or product and ask them to share their contact info.

Get More Website Purchases Encourage people to purchase your product or service online.

About the Facebook Chat Plugin

“Around 73% of customers find live chat the most satisfactory form of communication with a company.“

More online businesses are leveraging the benefits of chat to seamlessly connect with their customers, provide fast support and increase engagement, all that in real-time and directly on the website itself. Chat can increase customer satisfaction, prevent cart abandonment and also help reduce bounce rates.

The Facebook Chat Plugin is a free chat extension that you can install on your website. When people visit your website and click on the Messenger icon, it will send them directly into a Messenger conversation to chat with your business.

The Chat Plugin allows your website visitors to chat with your business via Messenger by clicking on the Messenger logo shown on your website.

You can use the chat to answer questions about pricing or products, book appointments, or provide customer support. Features of the plugin include:

• Chat history: The plugin on the website loads the chat history between the person and your business, where all recent chat interactions will be visible.
• Continue conversations: You can follow up to conversations with people even after they have left your website. You don’t need to capture their information to continue talking, just use the same conversation in Messenger.You can use the same Facebook messaging tools via your Page Inbox to respond to these messages.
• Enabling chat for everyone: People can chat with your business by logging into Messenger, or begin the chat as a guest user. Guest chats will be disabled 24 hours after the first user message, or when guest user chooses to end the chat. Transcript of guest chats will remain in your Inbox until you delete it.

Learn more about Live Chat Statistics Here: https://99firms.com/blog/live-chat-statistics/#gref

THE IMPORTANCE OF CLICK HISTORY

An ad must be visible and drive clicks for an ad manager to understand the ad’s performance and effectiveness and optimize the ad. Ad campaigns set up to run on Google and Facebook will have unknown reach metrics, impressions, and click-through rates until the campaign runs and gets “impressions” and “engagement” from people clicking on the ad’s link. Once the ad runs and has this click data, the click metrics should be analyzed and used for ad optimization and changes to improve the campaign. 

While an ad manager can estimate performance and set bid parameters before the ad running, an advertiser can still potentially lose out unless the ad manager can “pivot” mid-campaign and “refine the approach with adjustments to the bids, messages, formats, and platforms, to create an upswing in traction on digital channels.”  

For ongoing campaigns, optimizations usually happen after 7-14 days of data are collected and at least every month continuously. When an ad is optimized, it can include bid adjustments to keywords, negative keywords additions based on search term data, audience changes, location updates, and demographic targeting changes.

PPC ad campaigns must be visible and get impressions during a project to get audience clicks, and if the ad has a short flight (i.e., 3-7 days), the performance data will be unknown until the conclusion of the PPC ad campaign. Ad managers must rely on their experience and be ready to make optimizations (changes) to the ad once there is enough data to interpret. Based on the ad’s CLICK HISTORY, the ad manager relies on optimization best practices and their experience to refine the approach with adjustments to the campaign. The ad manager’s expertise in analyzing clicks and ad performance helps determine the ad trajectory.

HomePage Marketing helps you determine your ad trajectory and refine and implement ad optimizations. We rely on our decade of managing ads for a broad base of business clients and ad categories. CLICK HERE TO LEARN MORE.

source: https://www.forbes.com/sites/forbestechcouncil/2021/07/28/transparency-is-vital-for-digital-marketing-to-evolve-in-the-healthcare-and-pharmaceutical-industry/?sh=150713ad71ed

YouTube Ad Revenue Up 83% From Previous Year

Demand for multiple online marketing channels remains more robust than ever.

Audiences a year ago were still dedicating a lot of time at home, and there was high online activity even in the summer because of COVID-19. Before the COVID vaccine was available, businesses had dramatically reduced their ad spending to cut costs during the pandemic. Then, many of those businesses experienced recovery once vaccinated consumers felt confident to shop and recreate in person. As part of the pandemic recovery and reopening, we now see companies across industries trying to gain and attract new customers by increasing their digital advertising spending. Google reports 83% gains in YouTube advertising. Learn more about the importance and growth in video advertising here:

https://www.einnews.com/pr_news/547417132/digital-marketing-ads-spending-analysis-google-reports-2021-q2-earnings-youtube-ad-revenue-up-83-from-previous-year

To help get better ROI from your marketing for the long term, Google has created a new, more intelligent Google Analytics that builds on the foundation of the App + Web property they introduced in beta last year. 

Google says the next generation experience will take digital analytics to a whole new level. Here is what to expect from Google Analytics (GA):

• It’s built with machine learning at its core to automatically uncover insights from your data that you can use to improve your marketing.
• It provides a more complete understanding of your full customer life cycle, from acquisition to retention, by bringing together data across app and web.
• Looking ahead, this experience will work with or without cookies or identifiers so you can learn about your customers even with gaps in your data.

The new version of GA has machine learning at its core to automatically surface helpful insights and gives you a complete understanding of your customers across devices and platforms. It’s privacy-centric by design, so you can rely on Analytics even as industry changes like restrictions on cookies and identifiers create gaps in your data. 
Learn More from Google Here 

Which Google Ads should you run?

When deciding on an ad category and budget, advertisers need to determine what TYPE of ads on Google meet their business objective.
Start by asking where you want your ad to be seen. Do you want your ad to appear on the Google Display Network that includes a collection of Google Partner websites like Google Finance, Gmail, Blogger, and YouTube—that show ads? This network also includes mobile sites and apps.

OR, do you want your ad to appear above or below search results on Google Search? A search ad can appear beside, above, or below search results on Google Play, Google Shopping, Google Images, and Google Maps – including the Maps app. That’s up to you!

Or do you want to use a localized BrightStar Care video ad that drives traffic to your website from YouTube?

Those are just a few questions we ask when we talk about what ads advertisers should be running on Google.

For a more in-depth look at the different types of ads we can place and some advice on when to use Google Search Network, Google Display Ads, Video Ads, or a combination of these ad types to reach your audience PLEASE CLICK HERE.

BUDGET MANAGEMENT: WHAT IS A RECOMENDED GOOGLE AD BUDGET AND CAMPAIGN STRATEGY FOR BRIGHTSTAR CARE? Ask us for a customized Ad Plan.

Q. Do you know how many different types of ads you can run on Google?

A. There are several different types of Google Ads

Which type of Ad should your business run? When deciding on an ad spend, advertisers need to determine the TYPE of ad to run on Google.

Start by asking where you want your ad to be seen. Do you want your ad to appear on the Google Display Network that includes a collection of Google Partner websites like Google Finance, Gmail, Blogger, and Youtube—that show ads? This network also includes mobile sites and apps.

OR, do you want your ad to appear above or below search results on Google Search? A search ad can appear beside, above, or below search results on Google Play, Google Shopping, Google Images, and Google Maps – including the Maps app. That’s up to you!

Or do you want to use a localized BSC video ad that drives traffic to your website from YouTube?

Those are just a few questions we ask when we talk about what ads advertisers should be running on Google. Here is a more in-depth look a the different types of ads we can place and some advice on when to use Google Search Network, Google Display Ads, Video Ads or a combination of these ad types to reach your audience. Each ad will have different results and costs. This decision should be based on your local marketing strategy and target audience and message.

Types of Google Ads:

Search Network (SN)
Search Network Only campaigns allow you to show text ads on the search engine result pages only. Campaign features are more extensive than SNDS, and besides “Standard” and “All Features” they include Mobile app installs, Mobile app engagement, Dynamic Search Ads, and Call-only. “Standard” features are a good bet for new Google Ads users in this case as well, as the features includes five extensions — two more than SNDS (Callout, Structured-Snippets). The Search Network is a great place to advertise for a wide range of businesses, and it’s particularly good for local businesses.

When should you use the SN?

• Any budget
• Appropriate choice for most businesses
• If you want to advertise on Google Maps
• If you want to pay to be #1 on Google

Search Network with Display Select (SNDS)
Containing the broadest reach of all campaign types, the SNDS places text ads on search result pages AND websites in the Google Display Network (GDN). In other words, SNDS re-purposes text ads in responsive banner ads and places them on websites. It’s not as pretty as creating your own image ads, but it is a quick effective way to get ads out there.

When should you use SNDS?

• Medium to large budget
• Small industry niche
• Small geographic target area
• If your Search Network campaign isn’t reaching target budget and you’re optimized

Display Network (DN)
Known for displaying image ads, the Display Network contains over a million websites to show ads on (managed placements). The features are slightly different for the DN and start with “Marketing objectives” or “No marketing objective.” If you select “Marketing objectives,” you’ll be able to build your campaign based on awareness (impressions), influence (visits, engagement), or actions (buy, call, visit a location).

When should you use the DN?

• For building brand awareness
• If you have a certain website you want to advertise on
• To create remarketing campaigns
• If you want to display ads on YouTube

Video (YouTube)
Advertise on YouTube with Video campaigns on Google Ads. You can choose ad formats that serve with an option to skip the ad after five seconds or as a six-second buffer between videos.

When should you use Video campaigns?

• For creating placing your commercial video content on YouTube
• If you have video content you want to promote

For more information about Google Ads campaign types visit: https://support.google.com/google-ads/answer/2567043?hl=en

Source: https://ryanmilani.com/sem-blog/online-advertising/adwords-campaign-types/

Google reported a January 2020 core update that started to roll out around 12:00 PM ET on Monday, January 13th.

That rollout was “mostly done” by Thursday morning, on January 16th. We also know that this was a global update, and was not specific to any region, language or category of web sites. It is a classic “broad core update.”

Some industries are reporting this a huge update.   “There is massive movement at the top of the SERP for the Health and Finance niches and incredible increases for all niches when looking at the top 10 results overall.”

“It’s another core update where thin content got penalized and where Google put an emphasis in YMYL.”   YMYL stands for: Your Money, Your Life. YMYL pages are those that could contain information that has an impact on your money or your life. Google’s Search Quality Guidelines, section 2.3 state: Some types of pages could potentially impact the future happiness, health, or wealth of users.”  says Search Engine Land.  This could impact Home Health Care.

Google has given advice on what to consider if you are negatively impacted by a core update in the past. There aren’t specific actions to take to recover, and in fact, a negative rankings impact may not signal anything is wrong with your pages.  However, Google has offered a list of questions to consider if you’re site is hit by a core update.  See the list here:  https://searchengineland.com/google-advice-on-improving-your-sites-ranking-for-future-core-ranking-update-320184

The update doesn’t seem to affect as many pages as with the March or September update in 2019. But has similar characteristics.”

Source:  https://searchengineland.com/the-latest-data-on-the-january-2020-google-core-update-327683