Connect with us


Facebook/Instagram Ads versus Google Ads — Which is right for your business?



Get up to 30%* off! Get going with GoDaddy!

Get your ads out there

Starting a business is hard work. For many business owners, though, it’s the next step that ends up feeling downright overwhelming: finding customers. With limited budgets for advertising, it can be difficult to figure out which of the advertising heavy hitters to start with, Facebook and Instagram versus Google Ads.

It’s important to note here that both platforms have benefits that complement each other, so it’s a wise idea to consider both platforms when advertising a business. However, it’s understandable that newer business owners may be more hesitant to spend heavily on advertising right away and thus would need to choose one over the other initially.

In this guide, we’ll discuss important steps to take before starting an ad campaign, which businesses benefit most from a particular advertising provider and best practices for Facebook and Instagram Ads versus Google Ads.

Want a quick rundown of the businesses and considerations we’ll be discussing in this article? Here’s a handy table for reference as you read through:

Facebook and Instagram versus Google Ads by business and marketing targets

Ready? Let’s go.

4 steps to take before beginning to advertise

Before you start an ad campaign, there are several steps you’ll want to complete regardless of the advertising platform you choose.

1. Set up an online presence

First, you’ll need to make sure that your business is online, with both a website and social media accounts. Attracting potential customers and having nowhere to direct them to would be disastrous. Avoid the awkwardness and get your business online first.

Editor’s note: Need to create a beautiful business site fast? GoDaddy’s Websites + Marketing will help you get your business online in no time at all.

If you’re not sure how to get started, these guides will help you out:

2. Optimize your website

Now that you’ve got your business website online, you’ll need to consider website optimization. Driving traffic to your website is only one part of the process. Your website should help to close the sale for your new customers.
Focus on ensuring that you’re including keywords for your business, make sure that you have a clearly stated call-to-action (CTA) and optimize your site so that it’s easy to use and loads quickly.

Related: 10 simple small business SEO tactics that you can do in-house

3. Focus on mobile

In the United States, the average time spent on a smartphone for non-voice activities is 263 minutes (about 4 and a half hours) per day. That is huge! While social media sites are already mobile-friendly, it’s extremely important that your website is ready for mobile users as well.

You’ll want to ensure that your content is consumable via a mobile browser and that your site loads as quickly as possible to keep users looking at your website.

4. Carefully consider your audience

Once you’ve got your social media profiles and website up and running, it’s time to think about the customers you’re trying to attract and how your business fits into specific media types. Facebook/Instagram are primarily visual communication mediums, so social media advertising tends to favor businesses with appealing aesthetics.

Google Ads, on the other hand, are heavily text-based. Ask yourself which advertising type, images/videos or text, would best fit your business and the audience you want to attract.

Facebook and Instagram Ads versus Google Ads

As your business grows, it would certainly be helpful to use both advertising platforms to continue future growth. With that in mind, let’s discuss the strengths of each advertising platform below.

Why should you consider Facebook and Instagram Ads?

oman using laptop to browse Facebook

oman using laptop to browse Facebook

With 2.93 billion monthly active users as of the first quarter of 2022, Facebook and Instagram boast an enormous audience. So, to ensure that paid social media ads are seen by relevant audiences, these Meta social media platforms offer robust granularity to allow businesses to target their ideal customers.

Users on social media tend to share their most important life events, from their relationship status to favorite vacation spots and important milestones (graduations, children, weddings, etc). This content allows Facebook and Instagram to categorize users into detailed audience types and serve ads that fit their interests.

Additionally, with Facebook and Instagram being highly visually-based platforms, it’s often easier to immediately catch a user’s eye. Ads on these Meta platforms blend in with other posts in a user’s feed, so while images can be effective advertisements, you may want to consider a GIF or short video to really stand out.

Given the granular, visual nature of Facebook and Instagram advertising, a few examples of businesses that thrive on social media are:

  • Clothing companies
  • Beauty and skincare
  • Food and beverage (for example, restaurants that have strong visual aesthetics and online community)
  • Technology providers (hardware, software and services)
  • Home goods

Benefits of Facebook and Instagram Ads

Social media is a fantastic method for retargeting potential customers, with a 20% higher retargeting conversion rate vs search engine advertising. It’s also much easier to grab attention quickly, as Facebook and Instagram are heavily image-based.

Additionally, the granularity and audience insights available are second-to-none. Is your product aimed at a younger audience, for example? Facebook and Instagram advertising makes it easy to reach those groups.

Another benefit of social media advertising is that your ads are not dependent on search terms. The ads that you choose to run will display for the intended audience without requiring the user to search for anything.

And finally, the return on investment (ROI) on social media tends to outpace the ROI of other more traditional marketing methods, due to the granularity offered by Facebook and Instagram ad targeting.

Tips for advertising on Facebook and Instagram

Ready to give Facebook and Instagram advertising a try?

Here are a few recommendations on how to be as successful as possible:

  1. Brands have 1-2 seconds to grab attention. Therefore, branding and product benefits (emotional or functional) must be clear from the start.
  2. Avoid using static content for ads. Gifs or video ads tend to grab interest more readily than images alone.
  3. Advertising the same product repeatedly without any refresh is not well-received by customers. Keep your content creative and fresh.
  4. Ads that are more informal video creative tend to perform the best (versus heavily-scripted ads).
  5. Have a solid call to action (CTA) that leads to your website or ecommerce shop.
  6. Keep video ads short, around 15-30 seconds.

Why should you consider Google Ads?

Laptop showing Google search screen

Laptop showing Google search screen

Google is often the first name given when considering online advertisement platforms.

Launched in October 2000, Google’s experience and tenure in the online advertising space is a powerful force to be reckoned with. And, with over 8.5 billion daily searches, Google is in the unique position of being able to serve ads to an audience that is actively searching for information, products and services.

Leveraging their ongoing machine learning tool, RankBrain, Google is constantly learning and figuring out which search results are most useful. This means that ads served through Google’s search network are tailored specifically for audiences most likely to find that advertisement useful.

Businesses that may find Google Ads helpful include:

  • Service-based businesses (salons, landscapers, home renovation, etc.)
  • Local businesses wanting to appear on “near me” searches (restaurants, hotels, etc.)
  • Ecommerce companies
  • Dropshipping providers

Benefits of Google Ads

While social media certainly has a large audience segment, Google is the most widely used search engine in the world, accounting for a 92% of the market share for all devices. That’s massive.

Because of this massive market share, Google Ads typically offers better lead generation versus social media advertising on its own. With over 100k searches per second, it’s easy to see how Google can get more eyes on your ads.

Additionally, with how the Google advertising network displays, Google ads are highly-targeted towards the location of the person searching.

Tips for advertising on Google Ads

  1. Target long-tail keywords when choosing keywords to help your ads better target the desired customers.
  2. Use local targeting options if your business or services are only offered regionally.
  3. Optimize your website’s landing page to have a strong and clear CTA to entice customers to buy.
  4. Plan out a clear business goal for your ads. Google Ads are concise, so you’ll need to plan your ad content around a clear objective.
  5. Write an engaging description that corresponds with the content on your landing page. Customers expect to learn more when clicking on an ad, so don’t leave them hanging.

Which platform is right for you?

Each advertising platform has its strengths, so the one you choose to start with will be up to your business’ unique needs. When comparing Facebook and Instagram Ads versus Google Ads, the ways in which the two platforms have grown in distinctive directions can offer clear benefits to all types of businesses. And, as your business continues to grow, these distinctive differences can be used together in order to maximize your business’ potential.

Get Hosting for $1.00*/mo with GoDaddy!

This post was originally published on this site

Continue Reading

Growing a Business

Brand Authenticity: How Small Businesses Can Build Trust and Loyalty



In today’s competitive business landscape, small businesses need to establish a strong brand identity to stand out and connect with their target audience. One crucial element that can make or break a brand is authenticity.

In this article, we will explore why brand authenticity matters for small businesses and how it can help build trust and loyalty among customers.

Brand is Everything

Branding is the process of shaping and defining a small business’s identity. It encompasses more than just a logo or a tagline; it extends to the values, mission, and overall personality of the business. A strong brand serves as the foundation upon which all marketing efforts are built.

Through branding, a small business can establish a unique and recognizable identity that sets it apart from competitors. It communicates the business’s essence and promises to customers, creating a perception and expectation of what they can expect from the brand.

A well-crafted brand strategy helps small businesses differentiate themselves in a crowded market, attract their target audience, and build a loyal customer base. It provides a cohesive framework for all marketing and communication activities, ensuring consistency in messaging, visual identity, and customer experience.

Effective branding goes beyond aesthetics; it delves into the emotional connection between the brand and its customers. It evokes feelings, creates memories, and builds trust. Small businesses that invest in building a strong brand reap the benefits of increased brand recognition, customer loyalty, and long-term success.

Why Being Authentic Matters

In a world inundated with marketing messages, consumers have become more discerning about the brands they choose to support. Authenticity plays a significant role in this decision-making process. Customers are drawn to brands that are genuine, transparent, and true to their values.

When a small business demonstrates authenticity, it fosters a sense of trust and credibility, setting it apart from those that merely follow passing trends or adopt a contrived persona.

Apple store, Birmingham
photo credit: Simon Whitaker / Flickr

How Brand Builds Trust and Loyalty

Building trust and loyalty is crucial for small businesses, and brand authenticity serves as a powerful catalyst in this process. By consistently embodying their values, being transparent, forging emotional connections, and telling compelling stories, authentic brands establish a strong foundation of trust and loyalty with their customers.

Let’s explore some key aspects of how brand authenticity contributes to building trust and loyalty:

1. Consistency

Authentic brands are consistent in their messaging and actions. They deliver a consistent experience across all touchpoints, from their website and social media presence to their customer service interactions. This consistency builds trust, as customers know what to expect and can rely on the brand to deliver on its promises.

2. Transparency

Authentic brands are transparent about their processes, ingredients, sourcing, or any other relevant information. They openly communicate with their customers, addressing concerns and being honest about challenges they may face. This transparency builds trust and demonstrates the brand’s commitment to ethical practices.

3. Emotional Connection

Authentic brands connect with customers on an emotional level. They tap into shared values and beliefs, creating a sense of belonging and resonance. By understanding their target audience and communicating in a genuine manner, small businesses can forge deep connections that foster customer loyalty and advocacy.

4. Storytelling

Authentic brands tell compelling stories that resonate with their audience. They share the journey, values, and purpose behind their business, giving customers a reason to engage and connect. These stories create an emotional bond and help customers relate to the brand on a personal level.

Brand building on a budget


In today’s business landscape, brand authenticity is a powerful asset for small businesses. By staying true to their values, consistently delivering on promises, being transparent, and connecting on an emotional level, small businesses can build trust and loyalty among their customer base.

Remember, authenticity is not a one-time effort but an ongoing commitment that should permeate all aspects of the business.

Small businesses that prioritize brand authenticity will differentiate themselves in the market, cultivate a loyal customer base, and ultimately thrive in an increasingly competitive environment.

By understanding the importance of authenticity and implementing strategies to foster it, small businesses can build a brand that resonates with customers and drives long-term success.

Your brand is your identity. Be authentic, be true, and watch your business flourish.


In conclusion, brand authenticity is a critical factor in building trust and loyalty for small businesses. It goes beyond superficial marketing tactics and taps into the core values, consistency, transparency, emotional connection, and storytelling. By prioritizing authenticity and integrating it into all aspects of their operations, small businesses can create a powerful brand that resonates with customers, fosters trust, and drives long-term success.

If small businesses embrace their authenticity, they will stand out in a crowded marketplace and forge deep connections with their target audience, ultimately reaping the rewards of customer loyalty and advocacy.

This post was originally published on this site

Continue Reading

Google Ads

Boost Your Local Business: Discover the Power of Google Ads Location Targeting and Local Extensions

Discover how to boost your local business with Google Ads! Master location targeting & local extensions for success.



Small Business Main Street

Opinions expressed by SmallBiz contributors are their own.

Discover the power of location targeting and local extensions in Google Ads to promote your local business and connect with customers in your community! In this comprehensive guide, we’ll explore how to effectively utilize Google Ads for local business promotion, drive foot traffic, generate leads, and boost sales.

Let’s dive into the world of local advertising and unlock the potential of your local business!

Table of Contents

  1. Introduction: The Importance of Local Advertising in Google Ads
  2. Location Targeting: Reaching the Right Audience in Your Community
  3. Local Extensions: Enhancing Your Ads with Local Business Information
  4. Creating Compelling Local Ads: Tips and Best Practices
  5. Leveraging Google My Business for Local Ads Integration
  6. Measuring the Success of Local Advertising: Key Metrics and Analysis
  7. Conclusion: Achieving Local Advertising Excellence with Google Ads

Welcome to the world of local advertising, where your business becomes a beacon of opportunity in your community! As a local business owner, you know that your community is the lifeblood of your success. It’s where your loyal customers reside, where word-of-mouth spreads like wildfire, and where your business can thrive and prosper.

But what if I told you that there’s a way to amplify your local presence and connect with even more customers in your area? That’s right! With Google Ads, you can harness the power of local advertising to drive foot traffic, generate leads, and boost sales like never before.

In this comprehensive guide, we’ll explore the magic of location targeting and local extensions in Google Ads. We’ll uncover the secrets to creating compelling local ads that resonate with your audience and inspire action. So, buckle up and get ready for a thrilling adventure that will elevate your local business to new heights!

Location Targeting: Reaching the Right Audience in Your Community

Imagine casting a net that captures the attention of your ideal customers right in your community! With location targeting in Google Ads, you can do just that. Location targeting allows you to define the geographic areas where you want your ads to appear, ensuring that your ads reach the right audience at the right time.

Whether you’re targeting a specific city, neighborhood, or radius around your business, location targeting is your key to unlocking local advertising success. But how do you set up and optimize location targeting for maximum impact? Let’s explore!

Define Your Target Areas: Start by defining the geographic areas you want to target. Consider factors such as your business location, service areas, and where your potential customers reside. Be strategic in selecting areas that align with your business goals and customer demographics.

Customize Location Settings: In Google Ads, you can customize your location settings to target specific areas, exclude certain locations, and even adjust bids based on location. For example, you can increase bids for areas with high foot traffic or for locations where your competitors operate.

Leverage Location Extensions: Enhance your location targeting efforts by using location extensions. These extensions display your business address, phone number, and directions, making it easy for customers to find and visit your store.

Monitor and Optimize Performance: Keep a close eye on the performance of your location-targeted campaigns. Analyze key metrics such as click-through rate (CTR), conversion rate, and cost per acquisition (CPA) for different locations. Use these insights to optimize your campaigns and improve ROI.

Local Extensions: Enhancing Your Ads with Local Business Information

Transform your ads into a treasure map that leads customers straight to your doorstep! Local extensions in Google Ads are like signposts that guide customers to your business, providing them with essential information and a seamless path to action.

Local extensions display your business address, phone number, and a map marker, along with a link to your business details page on Google Maps. Whether customers are searching for directions, store hours, or contact information, local extensions provide the answers they seek.

When setting up and optimizing local extensions, consider these best practices:

Verify Your Business Information: Ensure that your business information is accurate and up-to-date. Verify your business address, phone number, and hours of operation to provide customers with reliable information.

Integrate with Google My Business: Link your Google Ads account with your Google My Business account to seamlessly integrate your business information into your ads. This integration enhances the accuracy and consistency of your local extensions.

Track and Measure Performance: Monitor the performance of your local extensions using metrics such as clicks-to-call, clicks-to-directions, and store visit conversions. Use these insights to assess the impact of local extensions on your campaign performance and customer engagement.

Creating Compelling Local Ads: Tips and Best Practices

Craft local ads that resonate with your community and inspire action! Creating compelling local ads is an art form that requires creativity, precision, and a deep understanding of your audience. It’s about capturing the essence of your local business and conveying your unique value proposition.

When crafting local ads, keep these tips and best practices in mind:

Highlight Local Relevance: Emphasize your local presence and connection to the community. Use location-specific keywords, mention local landmarks, and highlight community involvement to resonate with your audience.

Showcase Special Offers and Promotions: Entice customers with special offers, discounts, and promotions that are exclusive to your local area. Create a sense of urgency with limited-time deals and seasonal offers.

Include a Strong Call-to-Action (CTA): Inspire customers to take action with a clear and compelling CTA. Whether it’s “Visit Our Store Today,” “Call for a Free Consultation,” or “Book an Appointment Online,” guide customers towards the desired outcome.

Personalize and Segment Your Ads: Tailor your ads to different segments of your local audience based on factors such as demographics, interests, and search behavior. Personalized ads create a deeper connection and drive higher engagement.

Leveraging Google My Business for Local Ads Integration

Unleash the full potential of local advertising by integrating Google My Business with Google Ads! Google My Business is a powerful tool that helps you manage your online presence, showcase your business information, and connect with customers across Google Search and Maps.

When you integrate Google My Business with Google Ads, you create a seamless and cohesive local advertising experience. Here’s how:

Sync Your Business Information: Link your Google My Business account with your Google Ads account to automatically sync your business information, including address, phone number, and hours of operation.

Enhance Local Extensions: By integrating with Google My Business, you can enhance your local extensions with additional information such as photos, customer reviews, and special attributes (e.g., “Free Wi-Fi,” “Outdoor Seating”). This enriched information provides customers with a more comprehensive view of your business.

Optimize for Local Search: Leverage the insights and data from your Google My Business account to optimize your local ads for relevant search queries. Understand what customers are searching for and tailor your ad copy and keywords accordingly.

Measure Store Visits and Conversions: With the integration of Google My Business and Google Ads, you can track store visit conversions and measure the impact of your local advertising efforts on in-store traffic and sales.

Measuring the Success of Local Advertising: Key Metrics and Analysis

Unlock the secrets to local advertising success with data-driven insights and analysis! Measuring the success of your local advertising campaigns is crucial for understanding what works, what doesn’t, and how to optimize for maximum impact.

When analyzing the performance of your local advertising campaigns, consider these key metrics and analysis strategies:

Click-Through Rate (CTR): CTR measures the percentage of users who click on your ad after seeing it. A high CTR indicates that your ad is resonating with your audience and effectively capturing their attention.

Conversion Rate: The conversion rate measures the percentage of users who take a desired action after clicking on your ad. This could include actions such as making a purchase, booking an appointment, or signing up for a newsletter.

Cost Per Acquisition (CPA): CPA measures the average cost of acquiring a customer or lead through your local advertising efforts. It’s important to optimize your campaigns to achieve a lower CPA and maximize ROI.

Store Visit Conversions: For brick-and-mortar businesses, store visit conversions track the number of users who visit your physical store after interacting with your local ads. This metric provides valuable insights into the effectiveness of your local advertising in driving foot traffic.

Return on Ad Spend (ROAS): ROAS measures the return on investment for your local advertising campaigns. It’s calculated by dividing the revenue generated from your ads by the total ad spend. A positive ROAS indicates a profitable campaign.

When analyzing these metrics, it’s essential to consider the specific goals and objectives of your local advertising campaigns. Use data-driven insights to make informed decisions, optimize your campaigns, and achieve your desired outcomes.

Achieving Local Advertising Excellence with Google Ads

Congratulations! You’ve reached the end of this exhilarating journey through the world of local advertising in Google Ads! You’ve discovered the secrets to location targeting, local extensions, compelling ad creatives, and data-driven analysis. You’ve been inspired by real-world success stories and equipped with the tools and knowledge to achieve local advertising excellence.

As you forge ahead, remember that local advertising is a dynamic and ever-evolving landscape. Stay curious, embrace innovation, and continuously optimize your campaigns to adapt to changing trends and customer behavior. Keep your audience at the heart of your efforts, provide value at every touchpoint, and build lasting relationships with your community.

Running effective and profitable ads is crucial to the success of any local business. If you’re eager to dive deeper and expand your knowledge on how to maximize the potential of your ad campaigns, there’s an excellent opportunity awaiting you. Take advantage of’s Free Academy, where you’ll discover valuable resources, expert advice, and innovative strategies designed to help you transform your advertising efforts. Don’t let this chance pass you by – visit today and elevate your advertising game to new heights!

Liana Ling serves as the CEO of and helms her own digital marketing agency. Having previously worked as an attorney, and possesses over a decade of experience as a digital marketing specialist focusing on the Info Product and coaching industry. Recognized as one of the top Facebook ad buyers worldwide, Ling uses her unique blend of legal knowledge and marketing expertise to help businesses optimize their digital strategies, thereby earning her a stellar reputation as a trusted advisor in this competitive field.

Connect with Liana Ling on Instagram, Twitter and LinkedIn.

Continue Reading


Common SEO Mistakes That You Should Avoid



There are a number of great strategies that businesses can use when aiming to improve the performance of their SEO campaign, working to increase their online visibility and boost the amount of traffic being directed towards their website. However, it is not uncommon to find that many of these optimisation approaches could actually be causing your site more harm than good.

Of course, a wide variety of the of the search engine optimisation tactics that can be found on line will prove to be highly valuable resources, but trusting all of the tips and tricks that you come across could have adverse effects for your campaign, especially if the content that you are reading details out of date practices.

photo credit: NisonCo PR and SEO / Unsplash

In the article below, we will discuss some of the most commonly seen mistakes made within SEO, helping you to avoid unnecessary damage to the performance of your company website.

Your Site Lacks Quality Backlinks

The creation of quality backlinks to your business page from reputable, high authority external sites is an extremely popular SEO management recommendation, these aforementioned links playing a vital role in the improvement of many aspects of your campaign.

Link building is a great off-page optimisation technique, allowing you to build the authority of your company website as a way to improve your ranking position within the organic search results. This is a must for any business looking to improve their online visibility or brand recognition, meaning that their website will be shown to a wider target audience and will thus see a boost in overall traffic and sales as a result.

While the creation of links leading back to your website from various external sources is vital for the optimisation and management for your SEO campaign, the quality and relevance of these backlinks is also a factor of great importance. If you are aiming to rank well within the search engine results (which is a goal that all businesses should strive towards!), the links that you are forming should be of a high quality and relevance to the industry in which your company operates.

The overall quality of the sites that your business is linking to can have a knock-on effect on the performance of your own website. Forming backlinks with sites that are completely irrelevant to your field, or those known for their poor reputation, will do more to hinder your website than help it. Associating your brand with poor quality pages will affect the authority of your own company website, and should thus be avoided at all costs.


Your Site Misuses Outbound Links

Outbound links are something that are often avoided completely within modern day SEO strategies, being the reason as to why so many marketing experts would now consider guest posting to be an ineffective and outdated technique. However, this is far from the truth, and is actually one of the many common misconceptions within SEO.

While filling your site’s main navigational channels with endless external links is not a recommended practice and would definitely cause some issues for the performance of your SEO campaign, this does not mean that outbound links should be avoided altogether. Creating natural links within your on-page content to reputable sources that provide your readers with additional information is actually a great way to enrich the blog articles and landing pages that you publish to your website. This will cause no damage to your brand’s SEO campaign, but can actually assist in the improvement of your authority and reputation.

The issue with outbound links comes not with their use on your company website, but in how they are used, as the placement of such links will play a vital role in whether this common SEO practice will either help or hurt your online presence. Any outbound links that you choose to feature on your site should occur naturally within the on-page content that is presented to your customer base.

Whether it be your landing page content or a blog post, links should only be placed if and where it makes sense to do so. Placing outbound links randomly throughout your text or all in one place is considered bad practice, increasing the likelihood that your content be picked up as spam and your site ultimately be penalised by the search engines.

To avoid outbound links negatively impacting the quality score and performance of your website, links should only be placed as and when it makes sense to do so, using these to provide readers with additional information that will enrich the text published to your company website. As with link building, the quality and reputation of the websites that you link to will impact the authority of your own business site, so it’s important that your brand avoids linking to pages that could harm your domain.

SEO specialist optimizing onsite SEO

The setup and maintenance of a successful search engine optimisation campaign can be a difficult, and sometimes even daunting, task for those who find themselves unsure of where to start. With so many different strategies claiming to provide the best tactics for effective website optimisation, how do you know which advice you can trust?

Luckily, there are a number of highly reputable online SEO courses made readily available to entrepreneurs across the globe, providing expert advice and a helping hand to those looking to optimise their business’ online presence.

SEO is an excellent tool for improving your ranking position and visibility within the organic search results, but it’s vital that your campaign is managed correctly, helping you to avoid any unnecessary mistakes!

This post was originally published on this site

Continue Reading

Trending does not provide legal or accounting advice and is not associated with any government agency. Copyright © 2023 UA Services Corp