What is the reason for uploading information to a single storage unit? Google BigQuery is used to generate reports from raw data, an honest assessment of effective marketing performance.


Google BigQuery will provide the opportunity to analyze terabytes of data just in seconds.


Google Ads is one of the best platforms that are widely used to place Google Ads in Google BigQuery. Many companies, regardless of turnover, promote their services and products by creating online advertisements in Google Ads. 


Google Ads produces a huge amount of data every day. In this article, we’ll talk about transferring data from Google Ads to Google BigQuery to prepare user reports for analysis. 


Connecting Google Ads data to BigQuery – reasons for action

To promote a personal business through Google Ads, you need to allocate a certain amount of money. The costs of the budget should be detailed as much as possible. A detailed analysis should be completed to optimize costs. Unlimited capabilities will be necessary to store, and process voluminous data. It’s a Google BigQuery cloud-based data warehouse that will help with it. 


Its storage capacity is unlimited; voluminous data is processed at high speed. With its extensive functionality, ETL allows customers to download and store data quickly, and refer to them by SQL queries. The obtained results can be saved or uploaded. 


The main options of Google BigQuery include:


  • managing data;
  • creating queries;
  • providing access control;
  • machine learning;
  • integration opportunities.


By analyzing marketing data, the user can understand which actions are performed effectively and which ads do not bring positive results. Consequently, the budget will be wisely spent and saved.


Marketing data analysis will allow you to see the range of interests of the company’s potential customers and plan future business decisions.


Solution 1: Transferring Google Ads data to BigQuery

To export information, you need to use the official BigQuery data pipelines. This option allows you to transfer important Google Ads information to BigQuery automatically, keeping them up to date. 


Before you start the action, it is recommended to make sure that you have administrator rights, access to the corresponding Google Ads account or the manager account. 


The following steps should be taken to configure the right:


  • go to the Google Cloud platform;
  • open the BigQuery console;
  • select “Transfers in the left panel”;
  • click on “Create transfer”;
  • press in the “Source Type” field;
  • select Google Ads (previously AdWords);
  • choose a distinctive name for the transfer;
  • schedule a transfer (to do this, select the frequency, start time of the transfer) – every day;
  • create/select your dataset to generate a table;
  • designate the identifier of the Google Ads account client (123-123-1234 or other);
  • add a configurable update window (from 0 to 30), the default setting is 7 days;
  • turn on email notifications;
  • click “Save.”


By applying this function, the user will be able to create a set of tables, reports with all the necessary information. Updating the data will help to avoid the double entry of information into DWH.


Solution 2: Exporting Google Ads reports to BigQuery

Using CSV files is the surest and easiest way to load BigQuery data. In BigQuery, it is possible to create a table by taking advantage of CSV schemes. Everything is done automatically. How is the action done? You should: 


  • open Google Ads;
  • go to the desired report;
  • click on “Load” at the top of the report;
  • choose the CSV format.


The report is then uploaded. After that, you have to add the report to Google BigQuery. This is not difficult, just perform the following steps:


  • open the Google BigQuery console;
  • select data for the new report table;
  • click on “Create table” in the “Data set” menu;
  • press “Load” as the source of the table, your file and in CSV format;
  • select data set, table name for the loaded report;
  • find the “Autodetect” section;
  • mark “Scheme and input parameters”;
  • click “Create table”.


You made it! Uploading the report to BigQuery was successful. Next, you can move on to analysis.


Solution 3: Send data using Google Ads script

The data transfer feature allows users to easily and quickly export their data to Google BigQuery. However, in some cases, the client does not need all the reports, actions with the data before uploading, but only some of them. We suggest using Google Ads scripts. If you have a minimal understanding of programming, this option is ideal for you.


It is possible to query data, process them and export Google Ads to BigQuery using custom JavaScript code. How do you set up the report, what does the code and request for the business performance report look like? Let’s take a look at it below:


  • open Google Ads;
  • select the account you are interested in;
  • click “Tools” on the top panel;
  • choose “Scripts” in the “Mass Actions” category;
  • click on the + sign;
  • create a new script;
  • name the script (Google Ads to BigQuery or other);
  • click on “Extended APIs”;
  • enable BigQuery;
  • click “Save”.


By setting up Google Ads scripts, the user can directly connect Google Ads reports to BigQuery. Access to Google Ads reports, their management, and their uploading to Google BigQuery is given after writing your own scripts.


The official documentation provides information related to the Google Ads script. The user can independently create his scripts, and upload necessary information to the Google cloud.


Additional Functionality

This article presents three effective methods of importing data into BigQuery. Now, a nice bonus is another additional data transfer tool. It is based on Google Ads add-in for Google Sheets and Renta Marketing ETL, which is a third-party application for importing data. There are simple steps to follow:


  • request data from Google Ads to Google Sheets;
  • synchronize Google Sheets with BigQuery using Renta Marketing ETL;
  • install Google Ads add-ons for Google Sheets;
  • request the necessary data from the Google Ads account;
  • click “Save”;
  • regular updating of this data in Google Sheets.


The setup is simple. You can do it in the following way. It is necessary to visit the Google Ads add-in page in the Google Workspace Marketplace, and then, click the “Install” button.


You should provide the necessary permissions. And you can use the add-in in the “Extensions” tab of any Google Sheets spreadsheet.


To extract the data, you should click “Create Report” and make the settings:


  1. Account. It is used as a source of information.
  2. Date range. It is used to query the data (the default is the last 7 days).
  3. Report type. It is filled in to speed up the query (campaign report, keyword report).
  4. Name of the report. You can create it on your own.
  5. Columns. The columns that should be included in the report are marked.
  6. Filters. Any filters that will be needed in the report are used.
  7. Scheduled reports. You can set a daily, weekly or monthly report update.


After performing the simple steps, you can create the necessary report and add your own configurations.


Synchronizing Google Sheets with BigQuery using Renta Marketing ETL

How do you load data directly into BigQuery using Renta Marketing ETL? Let’s take a look at it.


Renta Marketing ETL is a multi-service data integration tool that enables automatic synchronization between cloud services for reporting, management and data collection. 


Data is downloaded from Google Sheets, since Renta Marketing ETL does not support Google Ads as a source.


Using your Google account, pass the registration on Renta Marketing ETL. Then, click on “Add new importer”, give it a name.


Next, you should follow three steps:




  • connect your Google account to Google Spreadsheets;
  • select the spreadsheet, the sheet with the imported information from Google Ads;
  • specify a range in the selected worksheets;
  • click “Go to Destination Parameters”.




  • select BigQuery as the target application;
  • connect your BigQuery account;
  • enter the name of the BigQuery dataset and the table where Google Ads data from Google Sheets will be loaded;
  • change the import mode and add a column with the date and time of the last data update (optional). 




To automatically export Google Ads data from Google Sheets into BigQuery, the user needs to set up a schedule.


Note. We recommend that you synchronize your schedule to export data from Google Ads to Google Sheets and from Google Sheets to BigQuery. Ideally, the user should have at least one hour of time buffer between them.


After clicking on the “Save” and “Run” buttons, you will see your Google Ads entries in BigQuery with the option to stop and run them in Google Sheets. 


Choose the most appropriate option for connecting Google Ads to BigQuery

In this article, the Renta team described for you a 3 + 1 bonus method of extracting and loading your user Google Ads data into BigQuery. Which is the best method? It’s really simple: it depends on the requests, the user’s preferences, and the information he needs. 


The data transfer service is helpful when extracting all the account data (accounts), keeping it up to date in real-time.


You should apply Google Ads Scripts if you are familiar with coding. This method allows you to make a selection of downloaded data. At the same time, you can perform data transformation before loading it into BigQuery.


If you need a specific report to do a one-time analysis, you just need to choose a way to send Google Ads data to BigQuery using Google Ads scripts, export the desired report, and do a file upload. And you need to remember the popular method of uploading custom data to BigQuery using Renta Marketing ETL.


You can update a particular report with the latest data and automatically upload it to BigQuery using the official Google Sheets add-in.


ppc expert tips


PPC advertising is effectively captivating the attention of an audience and driving traffic to a website. But since PPC campaigns aren’t free, you want to make sure that every dollar you invest offers a good return on advertising.

In this blog post we look at 10 essential tactics you can use to ensure a PPC campaign delivers a great return on advertising spend (ROAS).


10 strategies that will improve your PPC ROAS

1. Hyper-targeted keywords


Before launching a new PPC campaign, dive deep into keyword research to ensure the keywords you use to target those who are more likely to convert.

In other words, target keywords with high purchase intent. These are keywords potential customers type into search engines when they’re almost ready to take action.


2. Competitor research


Competitor research tools can yield valuable insights and reduce or eliminate guesswork.

We suggest using these tools to find out:


  • Which keywords your competitors are ranking for.
  • The type of copy, call-to-action, and offers that have lower bounce rates. 
  • How your competitors’ ads are performing in the long term.


To lower your ad cost, you can also use keyword research or discovery tools to explore keywords that your competitors have overlooked, as their cost-per-click will be lower.


3. Negative keywords


Both Google Ads and Bing Ads feature a negative keyword tool. With this tool, you can create a list of keywords that aren’t likely to generate conversion straight away. When someone does an online search using those keywords, your ad won’t be shown to them.

Negative keywords are the keywords you don’t want to pay for. Let’s use an example to illustrate this.

Imagine you sell laptops and you launch a campaign for gaming laptops. In your negative keyword list, you could add terms like “laptop 500GB HDD”. Gaming laptops have a higher HDD capacity and therefore cost more, so there’s no point in getting clicks to a product that the user isn’t willing to buy.


4. Seasonality adjustments


In 2019, Google introduced a seasonality adjustment feature that can maximize PPC ROAS at specific times of the year. To use it, you need to know how a seasonal campaign performed in the past, for example by looking at year-on-year data for Black Friday.

Let’s say you find out that during last year’s Black Friday campaign, you got the highest conversion rates on Friday, but they dropped significantly on Saturday. Using the seasonality adjustment, you can invest more ad spend on this year’s Friday campaign, and less on Saturday.


5. Personalized landing pages


If your campaign targets more than one buyer persona, you can use different landing pages and personalize them to each persona. You can then use the keyword of geo-location filters to ensure the landing page copy changes dynamically based on who is seeing them.

Some studies show that conversion rates can be 25% higher when using dynamic landing pages.


6. Optimize every aspect of conversion


Speaking of conversion rates, you must make sure every aspect of conversion is fully optimized. This includes ad copy, the user experience, call-to-action-buttons, forms and check out pages, and abandoned cart re-targeting. 


7. Focus on local traffic


This is a good strategy for small businesses or those with a physical store. This allows you to target a smaller audience (so the ad costs are lower) while ensuring the audience is highly likely to convert.

To dial in your local PPC campaign, use location targeting or geo-targeting. You can find this feature in most campaign tools. Geo-targeting allows you to define who sees your ad, limiting it to users within a specific distance from your location.


8. Improve Ad Quality Score


Google lets you check how well your ad performs when compared to competitors. The ad performance is given a score from 1 to 10, with 10 being the best score you can aim for.

To improve your score, make sure your ads are hyper-targeted, relevant and useful.


9. Product Listing Ads


Conversion rates for Product Listing or Google Shopping ads are 30% higher than for regular ads. To drive more traffic to product listing ads, use all the strategies listed above.

If you create small product groups in your PLAs, you’ll have a more granular view of how your campaign is performing in case you need to make adjustments.


10. Analyze, analyze, analyze


Boosting your ROAS involves tracking and analyzing campaign performance constantly. Having a well-designed analysis strategy allows you to be agile and fine-tune your ad campaign as needed to get even better results. If  you’re having a hard time here sometimes it’s good to outsource PPC to someone that can provide good insight and value.



Now that you know how to improve the ROAS of a PPC campaign, don’t forget to incorporate these tactics into your 2022 marketing plan.


Author Bio:

Diarmuid Hennessy is the Operations Manager of HomeCheck. Since 2016, they have been providing property survey services to homeowners throughout Ireland. To learn more click here –

Click Fraud

business, internet earning and finance concept – close up of computer mouse on us dollar money

Many companies rely on a pay-per-click campaign (PPC), which is a type of online paid advertisement for goods and services designed for search engines or website placements. An advertiser pays the search engine, for instance, Google, or a website where these ads are placed whenever a user clicks on them. However, fraudulent clicks have been a perennial problem since the onset of the digital age, and fraudsters show no signs of stopping, leaving widely-used platforms, such as Google and Facebook, vulnerable.


If you’re interested in knowing what fraud clicks are and how to identify them, read on.


What Is Click Fraud?

Click fraud most often occurs in PPC ad campaigns, such that an automated script or computer program imitates the actions of actual web users clicking on web-based advertisements. In rare instances, actual humans are involved in this type of online advertisement scam.


As an ad is placed on a search engine or website, a bot, malware, or a real person clicks on this ad to produce an artificially high amount of monetized user interaction. Being a form of performance-based advertising, website owners or advertisers pay a specific amount of money, which is calculated based on the number of visitors who clicked on the ad. The sad part is that there’s no genuine interest on the part of the ‘attacker,’ hence, becoming a wasted yet costly opportunity for the advertiser.


In 2015, it was reported that an estimated USD$6.13 billion worth of revenues was taken away by predominantly bot-driven clicks from the advertising sector.


Typically, promoting click fraud is, in itself, not an act of malware generation. However, as this type of scam is performed mainly by a standalone ‘bot,’ the capacity to automatically generate clicks becomes incorporated as one of the capabilities of the malware, which is software that’s created to deliberately damage a computer, server, or a computer network.


A click fraud then becomes one of the functions of malware that causes a bigger threat. Once a user innocently clicks on a malware-laden app or e-mail attachment, these risks could occur:


  • Access to sensitive information
  • Identity theft
  • Privacy problems due to web browser tracking
  • System security issues


How To Spot A Click Fraud

It’s extremely challenging to detect all forms of click fraud and other malicious activities on the Internet. Google, for its part, implemented Captcha and ReCaptcha systems to ensure that a human and not a robot is clicking on specific sites or ads.


However, you can spot click fraud and reduce the risks by doing the following:


  1. Use A Reliable Click Fraud Software


With the help of modern technology, you can quickly detect the presence of click fraud in your PPC marketing efforts. This is through the use of a reliable click fraud software whose task is to protect your business against the manual or automatic efforts to inflate click numbers on certain advertisements.


  1. Look For The Signs


In addition to using a click fraud software, you can also identify click fraud by looking at the essential signs. These can include:


  • An abnormally high number of impressions (or the number of times your advertisement shows on search results pages)
  • Unusual peaks in the number of PPC clicks, usually from the same ISP (Internet service provider)
  • No impact on the conversion figures despite a high number of impressions or clicks
  • Spikes in search costs that exceed projections
  • A questionable performance data, such as a reduction in the number of page views as compared to the peaks in impressions and clicks.
  • A high bounce rate (number of people clicking on your ad and going back to the search results page) during the time the high number of impressions and clicks were recorded


  1. Regularly Monitor PPC Analytics


Another way to save yourself from the budget-draining effects of click fraud is to always check on your PPC analytics. Be on the lookout for unusual and questionable figures. Suspect click fraud if you’re seeing a high number of clicks without seeing any uptick in conversions.


  1. Observe User Behavior And Check the ISP Of Your Ad Clickers


For instance, take a close look on time stamps to see how things are being clicked. If it’s done really fast, it’s likely done by a bot. Humans have significant time delays for the first, second, and succeeding clicks.  On the other hand, traffic coming from a cold service ISP is most often generated by bots running on servers, thereby it can be considered a form of click fraud.


Wrapping Up

While it’s impossible to root out all malicious activities online, click fraud included, there are steps you can take. Among these are diligent monitoring of PPC analytics, downloading an application that protects you from click fraud, and checking the ISP, as well as other details, to identify and minimize the risks.

Advertising Decade


The year 2020 marks the beginning of a new decade and technological changes so rapid it may be hard to keep up at times. A look back at 2010 to present day is a reminder of how rapidly advertising changes. Ten years ago, digital ads weren’t nearly as prevalent as they are today. If you’d told a marketing professional in 2010 that the majority of their budget would go to online advertising or they’d pay everyday people to share info on their products, they likely would have laughed at you.


Analysts at Statista predict social network ad spending will reach $37 billion this year, with around 90% of companies using social media for some marketing. More than likely, you’re already using online strategies to drive sales and growth, but expect digital expenditures in promotion to increase rather than decrease. As more and more data becomes available, analysis of marketing campaigns will make up a lot of the work involved in advertising.


It might be difficult to keep up with all the changes, new platforms and methods of advertising, so we made some predictions on what you can expect in the next 10 years and how you can keep up with advances.


1. Prepare for New Search Features

A recent Pew Internet Research survey conducted in June of 2019 found that around 25% of U.S. adults have at least one voice-controlled smart speaker in their home. As you plan out various advertising campaigns, think about how you can tap into this new market that grows every year. One key is a voice-enabled site so machines can seek out information.


However, there may be other ways to integrate advertising into smart speakers. For example, apps that integrate with smart speakers are quite popular with owners of the devices. Can you create an app that taps into what you do as a business and will alert users to special sales and new product offerings, or remind them when it’s time to re-order?


2. Focus on Brand Awareness

Building a recognizable name for your brand is something that never goes out of style. Since companies first started coming into the mainstream, business owners have tried to get their names out there with marketing and make their organizations a household name.


As the new decade ramps up, brand awareness may become even more important. Most people wouldn’t care if a brand went out of business, so you have to make your company timeless and important to those users. Embrace a cause they care about, offer the best customer service around or create a unique product unlike anyone else’s. How you can innovate depends on the type of business you run, but the key is finding out what your customers care about and exceeding their expectations.


3. Create Stronger Business Signs

No matter how global the economy becomes, local customers are always going to be more loyal and a great place to start when building your brand. If you own a brick-and-mortar store, bringing in foot traffic is a vital component in your overall success. One way of letting people know where you are and what you offer is adding signage to the outside of your store or office.


Signs have many essential uses, including setting a mood, serving as a locator and even serving as its own advertisement. Make your signs the best they can be by enlisting the help of a professional designer and then viewing the finished sign from different distances and angles to make sure it meets your needs and attracts attention.


4. Don’t Forget Traditional Methods

While the technology of the next decade includes things not yet invented, there are some traditional methods that will never completely go out of style. Connecting with people on a personal level requires getting out into the local community. Host a booth at the local craft fair and sponsor a little league team or two.


Don’t forget how effective print advertising can still be. While you want to embrace digital whenever possible, don’t do so to the point that you neglect getting mailers and other materials to your regular customers and leads. Remember that other possibilities as well, such as local cable television appearances and radio spots, can also help to get the word out about your brand.


5. Ramp up Social Media

Not only does social media advertising generate billions of dollars a year, but social video advertising spending alone should reach $15 billion by 2021. If you’re already marketing on social networks, think about investing in videos for more impact.


Even though the ways people interact with social media changes over time — such as more and more people using mobile devices — the impact of advertising doesn’t change. However, it is smart to stay on top of trends as they change frequently. Clickbait ads are very past tense and almost offensive to target audiences, for example. Know what works and what people prefer and change your tactics to match.


6. Automate Basic Tasks

One thing you can count on in this next decade is machines becoming more intuitive and powerful than ever before. Machine learning is going to new levels with computers learning common sense tasks and ways to think more like human counterparts. The implementation of artificial intelligence (AI) into the advertising medium has already begun. Services such as Buffer and Hootsuite track best response times and even automate posting on social media.


Customer relationship management (CRM) programs help to personalize emails and offers that are most attractive to your client base. In the future, as machines do more and more, expect basic reminders and offers to become automated. This allows marketers to focus on the more creative aspects of reaching new people.


What to Expect From the 2020s

More than likely, some things will remain exactly the same as they have in advertising since the age of Mad Men. However, automation and new technology will definitely create an impact in other areas. The biggest changes will likely be seen in digital advertising rather than more traditional mediums. Stay on top of new inventions, watch what your competitors do and don’t be afraid to try something unique.



Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.


Paid advertisements are typically relegated to the world of outbound marketing, but this can be a major marketing mistake. Paid advertisements, when properly executed, are not only able to compliment an inbound marketing strategy but are vital to its success.


Inbound Vs. Outbound Marketing

Inbound marketing is a term (and strategy) founded by HubSpot, one of the leading SaaS (software as a service) developers. They are even the only current provider of inbound marketing certification. Per their website:


“Inbound marketing is about creating valuable experiences that have a positive impact on people and your business… You attract prospects and customers to your website and blog through relevant and helpful content… You engage them using conversational tools like email and chat and by promising continued value… You delight them by continuing to act as an empathetic advisor and expert.”


Outbound, on the other hand, tends to cast a wide net over a group of prospects who are loosely targeted. One notable example of a traditional outbound marketing technique are cold calls, which many know as telemarketers. Sometimes they have your number because you filled out a form stating you were interested. Many times, your information was sold, and these callers are simply hoping you may be interested. It is a more “interruptive” technique, where you place your company in front of individuals versus drawing them to you.


HubSpot also nicely sums up the difference between these two:


“Unlike outbound marketing, with inbound marketing, you don’t need to fight for your potential customers’ attention. By creating content to address the problems of ideal customers, you attract qualified prospects…”


How to Use Paid Advertisements for Inbound

Although paid advertisements are often thought of as an outbound marketing technique, they provide real value to an inbound strategy. The difference in how these two are used is subtle, so slight alterations in the way you’ve used paid advertisements previously for outbound campaigns can make them effective for your new strategy.


Below we discuss some of the most effective ways you can ensure your paid advertisements adhere to the inbound marketing strategy while still garnering results.


Target Your Audience


For starters, you’ll want to use paid advertising platform’s audience targeting metrics to hone in on your specific audience. Instead of simply targeting all users between the age of 18 and 60 in a 30-mile radius of Tampa, Florida, you would need to zero in on that a little more.


In this same scenario you might decide to target consumers between the ages of 25 and 45, who live in a 30-mile radius of Tampa, are female, and who own a dog. By zeroing in on your ideal customer base, your message is still getting to the right people – hopefully at the right time.


Make Them Complimentary


Instead of using paid advertisements on their own, focus on using them as a complimentary marketing method for specific things. For example, if you have a post which is already doing exceptionally well on your Facebook page you could boost that post. Why? Because if it does well with your current audience, chances are high that your potential audience would also find it of value.


You can also use paid advertisements on search engines to help increase traffic to well-performing blog posts, landing pages, or other valuable content. This will help you to reach a wide group of people who still fall within your defined target audience. As such, you are still providing helpful, valuable content that wouldn’t be considered disruptive.


 Consider Campaigns to Target Specifics


Here is where you may find that the worlds of outbound and inbound overlap. Consider focusing at least some of your paid advertising campaigns on specifics – such as products or services. While all of your content is geared towards these, placing them in front of your audience in an obvious manner is sometimes a good way to remind them what the content is being provided for.


This isn’t to say you should focus all your energy on disruptive techniques – but they can play into an inbound campaign just as easily as an outbound one when properly executed.


Where should you start focusing? Begin with your top two or three best-selling products or services. Since a wide portion of your customer base is purchasing these, it is safe to assume that those you are trying to attract will also be interested.


Although it may seem counterintuitive, your next few campaigns should focus on those products or services which are your lowest-selling two or three. They may only be the lowest because your customers have not yet been introduced to them.


Additional Tips for Successful Paid Advertisements

  • Keep your message brief and to the point. Remember that viewers generally only scan paid advertisements, so if it can’t be read in a few seconds it isn’t going to generate as many leads as it could.
  • Catch the attention of your audience immediately. Use bold words and eye-catching imagery.
  • Keep your brand story clear. All paid advertisements should be aligned with your branding so that it is immediately obvious it is your company vying for customer’s attention.
  • Be unique and think outside of the box. Instead of repeating what your competition is saying, think of a new way to present the products or services you offer.
  • Don’t be too clever – your slogan should be obvious. For example, Head & Shoulders’ slogan is “you get rid of dandruff.” It tells customers what the product is supposed to do, and thus, attracts those customers who need to get rid of dandruff.


Summing It Up

Despite being relegated to the world of outbound marketing, paid advertising can be an effective, viable part of an inbound strategy as well. When properly executed paid advertisements have the potential to bring value to your target audience and assist in converting them without being disruptive. It takes only a small shift in your original outbound techniques to make this work for an inbound company.

Advertisement for the Digital Space


If you’ve been in advertising for any length of time, you’ve likely created ads for both print and online. Developing ads for digital spaces is quite a bit different than designing a print ad. For one thing, you’re competing with a million other things vying for the consumer’s attention.


People view most digital ads today on mobile devices, which makes designing even more of a challenge. Companies spent about 51 percent of the total budget for digital ads on mobile advertising in 2016. That number will likely continue to increase.


Creating advertisements for the digital space requires a bit of specialized knowledge and an eye to digital detail. Here are eight tips to help you design your next digital ad.


1. Add Creative Elements

Every brand has distinctive elements that make it more recognizable. Starbucks has their mermaid logo. AT&T has a globe that appears to be in motion. Whether you use a specific color palette, a mascot or a logo, be sure you consistently use these elements in your digital advertising just as you would in your brick-and-mortar store or on your website.


2. Know Your Market

You can throw a lot of money at digital advertising without seeing any results. Before you pay for an ad on social media or decide how to create the ad, make sure you know the audience you want to reach and where they spend most of their time online. For example, if you want to reach women who enjoy cooking, Pinterest is a good choice for you to pay for advertising or spend money on content creation to add to the social networking site.




Peapod is a grocery delivery service. It makes sense Pinterest would be a good place to market their brand. However, how do you make the connection between food delivery and homemaking? Some of their pins include content, such as slow-cooker Hawaiian chicken tacos, a recipe for chocolate cupcakes with chocolate ganache frosting and spring cleaning tips.


3. Tell a Story

When creating a digital ad, you have the opportunity to present beautiful images and videos, but don’t just post any old image because it’s pretty. Instead, make sure the images you use tell a story to the viewer. They should be relevant to your business and the product you’d like to sell, and they should create a strong emotional connection between the image and the viewer.


4. Study Return on Investment

Track different campaigns, and make sure you understand what the return on investment is for each type of campaign. Creating an ad is about so much more than just getting the word out. You have a message to share, which needs to connect with the viewer on a personal level. However, that’s much easier said than done.


One of the best ways to ensure this happens is to study internal metrics. If you place an ad on social media, you’ll be able to see who clicked on the ad. That allows you to determine if you need to do something different or keep doing what is successful.


5. Take the Customer on a Journey

Customers want to be entertained. You’re competing with dozens of other things trying to grab the consumer’s attention. Her kids are arguing in the next room, she needs to get dinner started, her husband is texting her to ask if she needs anything from the store and she’s distracted with the ad she saw for a new jacket she just has to own.


If you don’t grab the customer’s attention amid all the noise and pull them in, you risk losing them to all these other distractions. Take the customer on a unique journey by sharing a story with them.




Mouth Foods does a great job of telling short stories on their Twitter feed. Note how they tie the above post to Mother’s Day. They use an interesting photo that makes you wonder how they got up to that peak to set a jar of pickles and take the shot. Once they have your attention, they then remind you about everything your mom has done for you. It’s brilliant advertising that tells a story quickly.


6. Make an Offer

Truly great ads have something to offer to the consumer. That is especially the case with digital ads, because they can inspire a consumer to take immediate action. Ads created for a digital space should clearly present the offer and explain the advantage to the consumer. Sometimes you can accomplish this by sharing an image or statistic, or just coming out and stating the offer. Often, the focus is on pricing, but you can also focus on things such as special packages or a limited-time offer.


7. Add a Clear Call to Action

Just as you need to state the offer to consumers, you should also present a clear call to action (CTA) to entice the consumer to take action. A CTA can be as simple as “Get this deal,” or something more complex, but either way, it should be eye-catching and easy to recognize.


Even though you might have heard you should use blue or red buttons for your CTA, the truth is no single color converts best. There are many variables involved, so the best thing is to try different colors and wording until you find the one that converts best with your target audience.




Simplisafe knows people who land on their website are looking for a home security system. While they provide several options, such as a video you can watch, they also create a clear CTA button in the upper right that says, “Shop Now.” The button is easy to locate and takes the user right to the correct page to begin shopping. You can also visit SimpliSafe’s Twitter page here.


8. Designate Specific Landing Pages

One way to track how well your ads are doing and to funnel site visitors to the areas you most want them to visit is to create specific landing pages for different advertisements. If you create an ad for Facebook, you can designate a landing page for just that ad. This practice allows you to track traffic and to funnel those visitors based on the audience you were targeting with your ad.


Landing pages also allow you to test different marketing strategies to see which ones work best for conversions. You can easily change elements on the page that aren’t working, while still keeping the page tied to that particular ad.

Designing Ads for the Digital Space

Designing ads for a digital world requires a bit of research and extra thought. Online consumers don’t always behave the way you think they will, so invest in learning their habits and creating user personas to figure out which ad elements work with the people you most want to reach. Digital advertising tends to be a cheaper marketing medium than print, so you should be able to try different tactics until you find the one that works best for your business.



Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.

Google vs Bing


In seeking to increase their reach and help define a target audience, brands must ask themselves whether to advertise on Google or Bing. Advertisement budgets have a limit, so prioritizing one network over the other can be a prudent decision in consolidating resources, especially if you’re certain one advertising network plays better within your industry.


The question often relies on which industry you’re in, since Google works better for some industries, while Bing yields better results for others. Homing in on the top six industry types, we help identify the ideal advertising strategies for each industry, with Google or Bing in mind.



Construction Advertising


Construction jobs are typically expensive and time-consuming, which means consumers tend to be picky about which construction firm they use. As a result, it’s important to craft a legitimate and respectable marketing campaign, in addition to identifying effective keywords that find a middle ground between obscure and overly competitive.


Google AdWords makes it easy to investigate keywords with their “Keyword Planner.” The tool lets you type in a keyword and find out how many searches per month it yields, in addition to its suggested price per click. This data can help inform you of the proper keyword to prioritize, whether it’s “commercial contractor” or “construction company.” Since Google is the most popular ad network — thereby demanding a high reputation — and has tools to identify keywords easily, Google seems like a practical choice for construction firms.





Small businesses in the hospitality industry, such as salons, must seize the power of advertising to stand out from their competition, of which there are likely to be several within a few miles. Bing is an ideal solution for small businesses seeking to advertise, since Bing has less competition and lower cost-per-click prices than Google.


Google may be ideal for a huge firm that needs to compete on the highest level. However, Bing’s accommodation of small businesses, with lower prices and competition, in addition to more granular control of campaigns and ad group levels, makes the network an ideal fit for hospitality services like salons, which — apart from major chains — are operating as small businesses.


Fitness Centers and Gyms

Fitness centers and gyms are ideal players in the advertising market, since it only takes a few words to remind someone they need to get in shape. However, there are so many gyms and types of gyms, wading through saturated waters can be a challenge for advertisers. In a case like this, Google’s knack for clearly defined keyword match types makes advertising a bit easier for fitness centers and gyms.


For example, the keywords “CrossFit classes,” “CrossFit gyms” and “CrossFit box Arizona” would all fit under the “CrossFit Classes” or “CrossFit Gyms” ad groups. Meanwhile, adding the keyword “beginner” to any of those keywords would place them in the ad group “Beginners CrossFit” instead. Ad groups help marketers more easily define the audience and locale they want to target, which is essential for successfully advertising fitness centers and gyms.



Rehab centers and medical facilities are abundant throughout the country, since everyone needs medical care. As a result, rehab centers that are trying to advertise on Google may feel like it’s difficult to stand out among the fierce competition, including rehab centers that have a greater advertising budget. Since Bing reaches 64 million searchers Google doesn’t reach, Bing presents an ideal platform for rehab centers and those in the medical industry seeking to break away from competition and stand out in the digital advertising sphere.





Restaurants are another competition with ample industry, though the niche-based categorization of eating establishments makes competition less fierce. The ideal approach for a restaurant is to focus their advertising on the cuisine or ambiance they offer. Whether it’s an Irish pub, Chinese restaurant, sushi place, Italian restaurant or serving Mexican fare, a quality restaurant advertisement makes viewers exclaim, “I want that tonight!”


Google’s aforementioned defined keyword match types are suitable for the restaurant industry, since they can target specific ad groups, which can further categorize by cuisine type. Just stating a restaurant has good food likely isn’t enough. The advertisement should provide more specifics, like the food type and potential ambiance, which Google will automatically place in its relevant ad group. The categorization of Google ads is ideal for restaurants, where sub-categories and groupings are vital for advertising success.


Retail Stores

Fashion is constantly evolving, with new tastes and trends in each season. Clothing stores are wise to stay up to date on these trends, evaluating their inventory based on seasons and trends. With trends and buzz all the rage in fashion, it’s important for a clothing store to have a notable social media following, especially with millennials the target demographic of many clothing stores.


Bing accommodates social media strengths with social extensions, specifically in showing the number of Twitter followers an advertiser has within their ad. Google takes a similar approach by showing the number of Google Plus followers, though that doesn’t do much, considering Twitter’s exponentially higher user base. For marketers that value a social media presence, like clothing stores and brands, Bing tends to win out due to their embrace of social extensions outside of Google’s own, underused social networks.


These industries can all benefit from advertising on Google or Bing, though the ideal network for them depends on a variety of factors, such as their competition, niche and social media following.



Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.

Online Ads


Online ads drive traffic and revenue to your website. Consider the fact that 63% of companies view generating traffic and leads as the hardest part of marketing. However, you can’t just start throwing money at online ads and expect consistent results. You can spend a lot of money very quickly with minimal results if you don’t proceed with caution.


Choosing the right ads can be very beneficial when done right. One of the most valuable things about online ads is that the target audience is highly specific and you can thoroughly define to whom you are targeting ads, especially on social media.


It’s important to understand how to create an effective online ad in the first place. For example, posts on social media that have a photograph tend to gain more interaction than those that do not.


Content Is Still King

Although there are many different ways to advertise online, creating content to draw in readers is still a top strategy for driving traffic to your website and attracting new leads. Companies with an active blog generate about 67% more leads than those without one. Relevant content creation is still vital for driving organic traffic to your site. If you don’t regularly add new content, there isn’t much reason for visitors to return to it.


However, you can’t just slap up a few articles on your blog. You must be very strategic in answering the questions your typical customer have and including a call to action within your posts. Your best bet is to use a professional writer for this work or an in-house marketer. While it is important to have content, it must be well accurate and relevant if you want it to result in new customers for your business.


Social Media Ads

You’ve likely seen a sponsored ad or two when you’ve been online browsing social media. For example, Facebook saw $83 billion in digital ad spending already in 2017. There is a reason for that level of spending on advertising on one specific social media platform – it works. Have you ever searched for dog collars on Google and later seen ads for dog collars on your social media wall?


The reason this happens has to do with some very advanced cookie tracking. Facebook knows what you’re looking for. It might be a bit creepy at times, as you may do a search and suddenly feel as though someone spied on you as that item pops up on your wall. However, it is also a highly useful form of advertising.


Facebook allows users to create a precisely targeted ad. If you went to a local home show, you might meet all sorts of people, but only a small percentage would be potential customers for your specific business. On the other hand, on Facebook, you can target only that part of the population that is interested in what you have to offer. You can narrow your audience as much as you want and set the budget that works for you in the time frame that works for you.


Search Engine Ads

Search engines are a smart place to put some of your advertising dollars. Google still is the dominant search engine, particularly in mobile searches. They are predicted to see a 15% jump in revenue for advertising this year. Their US search market share is up from 75.8% to 77.8%. Pay Per Click (PPC) advertising is particularly useful if you are trying to reach those in the 18-44 age range who use mobile devices and Google Chrome browser. Google’s users also tend to be primarily male and online in the evening.


The great thing about a PPC ad is that you only pay if someone clicks on the link and visits your website. If they don’t, then you aren’t out any money. That makes PPC a rather cost-effective way to advertise your business to new leads.


Online Newsletters

If you’re looking for some inexpensive advertising options, newsletter swaps are an excellent choice to help you reach a highly targeted audience without spending too much of your time. The key here is to reach out to businesses with a similar customer base but who are not your competition. You then offer to swap ads or recommend each other’s services.


Of course, you’ll want to make sure the other business is reputable and that you’re comfortable recommending them to your mailing list. For example, if you offer golf lessons, you might team up with a local company that sells golf carts or an apparel line. You may have some crossover customers on both of your lists, but that’s okay. You are seeking those potential customers you’ve not reached before and so is the golf cart company.


Which Type of Ad?

Figuring out which type of ad works best for your company does take a bit of trial and error, but the best place to start is somewhere you know people who are interested in your product already are. If you are trying to reach seniors, then Google may not be the best advertising venue for you. However, a newsletter ad aimed at those who are retiring could be perfect.


Although it is difficult to track how well a specific ad is doing, you can get some insight by adding unique offer codes, studying website analytics to see where traffic is coming from and creating individual landing pages for different ads.


Online ads will benefit your website traffic numbers. This will naturally lead to more customers because a percentage of those site visitors will convert into customers for you. Although you can never know for sure that traffic equals customers, it is a safe bet that at least some will be interested in what you have to offer.


Online advertising is quite different than offline advertising, but it is an animal worth taming. You’ll gain access to billions of people who are online, with more logging on every day.



Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.




Some people get frustrated or go overboard in their advertising campaigns due to adversity. People are always resistant to new ideas or doubtful of value. Occasionally, some big companies fail in a big way. Some negativity is part of the process. Here are a few tips to countering the adversity.

Price Resistance

Setting prices that meet the value proposition is always tricky. Consumers and partners are not going to accept prices they feel are too high for the market, nor find value in prices that are too low. However, if your pricing is based on cost and market analysis, you’re no different from your competitors.

Reducing your price to attract more buyers reduces your profitability and the prestige of your brand. You don’t want be known as a “bargain” alternative if your profit margins can’t sustain it. Before cutting prices, find ways to introduce further value into your advertising, such as free shipping, guarantees, or package deals. Pricing can be a matter of context. Show confidence in your product, and higher prices may seem justified.

Lack of Trust

Particularly in your initial campaigns, you’re company will be one buyers aren’t comfortable with. It’s important from the outset to start building trust through your advertising. How your brand is perceived will be a big part of gaining consumer confidence. Hard sales tactics from faceless, generic companies don’t go over well. A lack of transparency, unrealistic promises, and little or poor customer service will figure into a consumer’s judgement. What’s more, a bad first impression will probably keep them from coming back.

Focus on building trust. Make branding a part of your advertising by sharing you company’s vision and leadership. Provide credentials such as industry awards and certificates, and mention strengths like research, quality control, and technology. Provide glowing customer testimonials and referrals from influencers such as well-known blogs and review sites. It’s important to build trust first and sales second.

Low or No Response

You may have brainstormed to come up with a catchy slogan and great graphics only to find that audience response is disappointing. Before you spend time and money on your advertising, do the research to ensure that you understand who your customers are and where they can be found. Then you find out what advertising clicks with them.

If the response is still less than enthusiastic, don’t trash all your hard work, but find ways to make it more exciting. Experiment with unique images and graphics. Add an incentive, such as a giveaway or contest. You might introduce a mascot or sexy spokesperson if those fit your brand and product. Start weaving a storyline into your ads. Remember that the real point of advertising is not merely to sell, but to get people’s attention and keep it.

Internal Resistance

You are very likely to find doubt, criticism, and active resistance within your own company. This brings on feelings of doubt or resentment that can lead to hesitations, delays, and disruptive internal politics. If you believe in your ideas, you should back them fully and from the start of campaign planning.

Begin by gathering feedback, and following through to correct any valid critiques. Make up a list of possible arguments from nay-sayers and prepare answers. Be prepared to explain any rationale behind your ideas and try to come up with some data to support them. But state your case in terms of the larger picture of company branding and profitability, not the minutiae of personal tastes. If you’ve done the work and prepared your case, proudly take ownership and responsibility for it.

Adversity can be good, as long as you learn from it and find ways to make it work like during the supposed ACN scam. Remember that even your very first ad campaign is marketing your brand as well as your product or service, and that’s a reward in itself.

PPC Advertising


There are many options when it comes to “PPC” promotion. Just to name some common platforms, Google AdWords and Facebook are two very popular ways to get PPC traffic. Both work very well when it comes to getting paid traffic. As for the best one I’ll let you decide.


Both Google AdWords and Facebook ads are very powerful, because you can test and view your results and see what is working and what you need to cut from your campaign. You can build a target audience with factors such as age, gender, geographical region, interests, and view your conversion rates. You can set up a daily budget or set up a campaign budget, change that budget on the fly, and cancel it at any time should your campaign be a stick in the mud. Therefore, let’s get into some of the reasons.


1. Results Tracking

“PPC” results can be seen within a few hours of your ad being up and running. You can filter between mobile and desktop, browsers, geographical areas and see how many people have clicked on your ad and how much it has cost. You have the option to pause your campaigns at any time and restart them when you need more traffic and/or your budget allows. This really is a great way to get more traffic when you need it. And traditionally works faster than organic traffic.


2. Targeted Audience

Laser targeting your audience is very easy and has enormous potential to get the right people at the right time to your website. Never in history has it been so easy to target the exact people who you are trying to reach with your website. Set your keywords and let Google and Facebook point the right people to your ad.


targeted audience

3. Target by Demographics

Before the internet, it was almost impossible to target by demographics without having to place advertisements in magazines and newspapers which were published in the country you were trying to reach. Now you can select any country in the world to target your ads to.


4. Target by Interests

With the added option of targeting your audience by their interests it makes “PPC” even more business savy. For instance if someone has shown an interest in dog grooming then they may see your advertisement if that is what you are promoting. This will really narrow down your results and get the exact audience that you are looking for.


Facebook Interests


5. Easy to Track Results with Tracking Pixels

Tracking pixels can be used to see how many users have gone through to your Thank You page. This will give you real-time results and let you see how many conversions you have achieved in your campaign. You can of course place your tracking pixels on any page on your website for instance a sales page for a certain product you are promoting. You can put your tracking pixels on a thank-you page for your opt-in email list.



There are many ways to drive traffic to your website, blog, promotion, email subscription landing pages, and sales, but pay-per-click advertising with Google or Facebook is one of the fastest ways to really make an impact. Google something or scroll your Facebook feed and you will see right away how many people and businesses use this pay-per-click advertising.


Author Bio


Jonathan Ketterman has been working with WordPress and online marketing since 2011 and has run a few successful blogs through affiliate marketing, content marketing, blogging, and eCommerce. Jonathan is Currently a student at Texas A&M University Central Texas pursuing a degree in Aviation Science and Management. For more info please visit