beginners guide to Facebook advertising

New Facebook feature lets you share ad previews with clients seamlessly

We recently spotted a Facebook ad preview feature on the ads manager dashboard. Along with other new changes, but this seemed most useful at the time.

One of the most common requests clients have when running ads is to know how it looks. In some cases, clients actually want to see the ads on their timeline the way a user sees it, but we'd not address that today. This new feature provides a sharable link. Clients can follow that link to see what the ad looks like on Facebook, Instagram and the audience network. Pretty cool.

How to get sharable ad preview link on Facebook

Open up the ads manager and navigate to the specific ad you'd like to share. Select the ad with the checkbox to the side, then click preview like shown below

fb preview step 1

 

On the popup that you get, click on the top right link button and select share a link as shown below

fb preview step 2

The next popup shows you a sharable link you can give to your client. Here's the link generated for this post - http://fb.me/1XEh54rjZYi74Ji. This link can also be passed on from the client to his management tea, for example. Here's what the client sees on their end.

fb preview step 3

You'd notice Facebook also gives them the opportunity to opt-in to see the ad in their newsfeed. I think some of us here will relate to the joy of knowing your clients can see their own ads.

I hope this makes your job a little easier now. So next time you get that call saying, "I can't see my ad! How do I even know what it looks like?" Well, here's your response.

 


Google-data-studio

Google Data Studio - Free reporting dashboard for freelancers, agencies

In my 5+ years in digital marketing, I've always hated one task, reporting. And not because the reports weren't rosy, no. Mostly because the amount of time it takes to generate these reports drives me mad. And the thought that I have to do this every week...? God help me.

But project reporting is a necessary evil. It helps guide decision making, marketing optimization and tracks progress. So the next question was always "how do we automate this?". A simple Google search turns up hundreds of paid solutions, but who needs to spend more money on yet another platform. It's at this point that the Google Data Studio comes in.

What is Google Data Studio

In a nutshell, Google Data Studio helps you visualize reports and provides free unlimited usage as of the time of this writing. You can also connect with most Google products including Firebase, Google AdWords and Analytics to automate data reporting.

What this means is that when running AdWords campaigns for clients for example, you can share a unique dashboard URL. The client simply needs to access this URL and see real time reports on their ongoing ads. Here's an example

This gives you an idea of how much detail can go into this real time dashboard. And the good news is, because there are so many data connection platforms, you can create reports like this for almost anything. Here's one from Google on a TV campaign performance

 

So what does this mean for the average marketing professional?

  • If you're working on the brand side, you can create unique dashboards like these for management. You'd never get asked to create impromptu reports again (hopefully) :D
  • If you're working for an agency, you can have each account manager tasked with creating dashboards like these for every client they manage. Now if the client needs to know what's happening around 12AM (like some of them do), they don't need to call you anymore. They have a real time dashboard to take care of all their needs
  • If you're a freelancer managing multiple client ad campaigns... you figured right? Create a dashboard for each client
Bye bye to manually generated reports! Create real time dashboards with Data Studio :)Click To Tweet

I've tried this out myself and I must confess, it helped me too. I immediately got some insight being able to see all the data all at once. And if you're wondering if this works for Facebook too, yes it can, with some tinkering and (unfortunately) human intervention.

Already using the Data Studio? Let me know what you think, drop a comment below.


local SEO

4 Ways To Get More Customers With Local Search SEO

One of the easiest ways to attract highly targeted traffic and get more customers to your startup is by optimizing it for local SEO. Local SEO is an aspect of search engine optimization that enables you to “inform” Google that you want your website to be displayed when users from a specific location are looking for information.

To understand this concept, let’s take a quick lesson on how Google works.

Google 101: How Google works.

This infographic about how Google works show that Google has a complex, powerful algorithm that decides the result that will be displayed each time someone makes a search.  However, in order for the result to be relevant, Google sometimes considers the location of the person doing the search. For example, of a user in Nigeria searches Google for “hotels around me”, her result will be different from someone doing the same search in Dublin, Ireland. Each of them will find a result relevant to them. The big lesson here is that Google results are designed to vary according to location of the user,

The good news for your startup is that if you have identified where the majority of your users are based, you can "tell" Google to display your website to visitors searching from that region only. This way, you can be sure that your website visitors are likely to turn to your customers. Unfortunately, if your website does not specify your target audience, you are giving Google a hard time to classify it and you will end up losing valuable traffic and business leads.

4 Simple Ways to Improve Your local SEO.

Here are the top 4 simple tricks I have uncovered that you can use to make your website become more "visible" in local results, especially when someone is searching for information about your business.

 

1. Use Google Search console.

One of the free Google tools I mentioned in this post (number 15) is Google Search Console. It is a powerful SEO machine and one of its functions is that you can use it to notify Google what you want your site to rank for. The “country targeting” feature enables you to specify a primary location in Google search result that shows your pages.
You can achieve this in 3 easy steps.

Step 1: Go to Google Console. Firstly, you should add your website to Google Search console if you have not done so. You can easily set it up using this guideline.

Step 2: By default, your site is configured for international exposure, you should change it to Nigeria or your preferred country of choice. Visit the “search traffic” console and click on “international targeting” to modify it to your country of choice.

Step 3: Save your setting and Google will position your website to be more relevant to searches from your country of choice.

2. List your business on Google My Business.

Another local SEO strategy is to configure your site for Google My Business. According to Google, “listing your business with Google My Business makes it optimized for local searches”. You can find more information about this and how to set it up on their official support forum.

3. Publish content that your local community will find useful.

If you have a blog as part of your traffic generation strategies, you should write posts that your expected local audience will find useful. These guides on LocalizedDigital and SEOMechanic share insights how to use this strategy to drive traffic to you your startup.

While writing blog posts might seem difficult at first, its impact on your business is high. Take for example, our team at ProbityBooks; a local invoicing and accounting startup experimented with this concept by publishing a post that is locally relevant to our community of users. The post ended up ranking on the first page of Google ahead of 50 million results, within 10 hours of posting. The post also drove a sizable traffic to the site.

The major key to this strategy is that your content must be have information that is relevant to the local community. You can use tools like Google Trends or Google keyword tools to track keywords or searches that your local audience are interested in. You can also search online forums like NairaLand to understand some of the pain points of your local market and publish a content that meet that needs.

4. Use Structured data and Open Graph markup

According to Google, “When you use structured data to markup content, you help Google better understand its context for display in Search, and you achieve better distribution of your content to users from Search”. This rich snippets provides more information that enables Google to display it for locally relevant searches and enables the content eligible to appear better in Google Search.

If you use WordPress, you can easily download a plugin to fix this or you might need to go ask your developer for assistance.

Conclusion (Will local SEO bring real ROI?)

If you take action on the 4 recommendations above, you will see improvement in your website ranking for local search on Google. I am sure Implementing these tips has the potential to yield a big impact to your business. Try any of the steps and let me know how it helps your traffic by leaving a comment.

 

Author’s Bio:

Wole Ogunlade is a growth strategist for early-stage startups. His growth strategy helped VoguePay 2.5X user growth in 3 months. He is available as growth advisor for well-funded and early stage startups. His latest project is #HackGrowth; a meetups for startup founders and growth marketers and he is serving as mentor for Tony Elumelu Foundation programme for entrepreneurs (TEEP)


smw event

Join Osaze at SMW's 2017 Masterclass event

I'd be facilitating a masterclass event at the SMW 2017. Check out details of the event here - https://socialmediaweek.org/lagos/events/masterclass-tools-engagement-facebook-google-twitter/

Hoping to have a swell time with you there. And if you have any questions you'd like me to address there in person, you can tweet @ososoba to ask them. If you attended the event (or didn't) and would like to download the slides, here's a link, download the Masterclass PDF here.

Have any more questions for me? Send a tweet with the hashtag #AskOsaze and I'd be sure to post a response in one of my videos.

[youtube https://www.youtube.com/playlist?list=PLqh33GV1Z9Dmf4r5T8XyLpK8iKKkwZU4K]


AskOsaze Ep 3 - marketing your online store

How to market your new online store #AskOsaze Episode 3

While setting up your new online store, marketing should be one of the core plans you focus on. The thing to always keep in mind is that marketing will cost you something. No matter how it's done, there's bound to be some cost to it, either financial or monetary.

In today's episode, I give practical steps on how you can go about marketing your online store.

Keep in mind that this is a very basic approach to marketing but can be very effective. If you have any more questions, comment on this post or tweet at @ososoba

[youtube https://www.youtube.com/watch?v=10zdds-AsNo]

Don't forget to comment with questions or contributions :D


askosaze episode 2

Running your store isn't rocket science. #AskOsaze Episode 2

I might be talking to you, or a friend, or your mum, anyone really. But truth is, a lot of people try to get away with the excuse that it isn't easy to setup their own ecommerce store.

Step out of that shell, take the bull by the horn, there's never been a better time.

Tell everyone you know that might be holding out on this... it's time to take that product to the market.Click To Tweet


askosaze

#AskOsaze kicks off this week! Get answers to pressing questions

It's been a long time since we had this planned, but procrastination is a b** :D

My name is Osaze, and I'm an editor at Localized Digital. I've been into online marketing for about 5 years now. Worked with major brands and small SMEs alike. I have trained on many platforms including Google, Wild Fusion Digital Center, and personally on a freelance basis.

I'd love to answer any questions you might have that are marketing related.. so go ahead and ask anything, I'd be happy to post responses every week.

You can tweet the question at me, or just post a comment here. Alternatively, you can send a mail to osaze@localizeddigital.com

Tweet a question @ososoba to #AskOsaze anything on Digital Marketing.Click To Tweet
email social

Integrating Email Marketing to Social Media in 5 Steps

Email has always been one of the best sources of quality customers for almost any online business. From ecommerce to blogging, your email subscribers tend to be more loyal because they've permitted you to sell to them. Which is why it's usually regarded as a core traffic source for most businesses.

While email marketing and social media are singularly effective, they can exceed marketing goals when combinedClick To Tweet

Knowing that only a few people make buying decisions based on information from a single medium, it is of essence to integrate multiple channels so as not to miss out on other opportunities and the natural rhythms of the buying cycle. While email marketing and social media are effective on their own, when combined, they can exceed marketing goals and give desired results. Here are a few ways to integrate your social media accounts into your emails and get more;

Include Social Icons in Emails

While this may sound like an obvious one, it’s important to include social icons in your email campaigns. Don’t stick a tiny icon at the bottom of your email; people rarely take conscious note of that. You have to be loud and proud of it, stick it boldly at the top of your email.

Including your social icons alone isn’t enough neither, your emails should always have Call-to-actions (CTAs) that will nudge your readers into clicking on your social media icons. Don’t be afraid to tell them to take an action, you could tell them to share this email using their social media profiles or even comment. You can also send dedicated emails telling your audience why they should follow you on Social media.

Get Sign-ups on Twitter & Facebook

Facebook and Twitter ads now enable you add email “sign-up” buttons. All you need is media platforms with content, image and CTAs. Make sure that the content will compel people to sign-up.

Upload your Subscriber list to Social Networks

Having a social media presence puts a face and a name to your brand. Following your audience on social media will give you a better idea of their requirement and desires. You can find them by uploading your subscriber list to your social network. There are different ways to upload subscriber lists on different platforms;

  • Twitter:

    For Twitter, the best way to start is to link your email address with your Twitter account, that way, Twitter scans your email contact list. You can also upload a CSV file of your email contact list under the “Twitter Ads” tab.

  • LinkedIn:

    LinkedIn allows it’s users to search for email addresses. You can also upload a list of contacts to broaden your and network LinkedIn will contact data. Once the list is matched you can connect with them all at once or select one by one whom connections are added to your network you can send them an invitation to your product.

  • Google+:

    Upload your subscribers list to Google+ via ‘Open Your Address Book’. Upload your list and create a segmentation by splitting contacts into different circles.

  • Facebook:

Facebook has an elaborate feature that doesn’t just allow you add people but also allows you choose how you plan to add these people. With the “Custom Audience” feature, you can roll out a targeted Facebook ad and increase follower-ship for your company Facebook page. You can also upload a CSV file.

Run retargeting ads on Facebook and Twitter for loyal email subscribers

Here’s how retargeting works; you install a tracking code on your website and this in turn allows your ad platform to cookie visitors, then show them ads on other platforms (like Facebook). If you create a targeted email campaign for your subscribers, then retarget only the ones that clicked through, you eliminate guesswork.

Blindly running ads is an easy way to spend a lot of money, however, matching intent and interest with targeted ads is a good way to make a lot of money.

Create an exclusive social group for your email subscribers

Doing this can build strong relationship with your subscribers. Some people even go as far as creating a whole new app. The guys at TechCabal did it with Radar. But you can always start with a Facebook page. The key is to ensure your page is ACTIVE, flowing with innovative ideas to keep your group members engaged and active. By doing online activities like contests, free giveaways, quizzes and video blogs, you can learn more about the members, and thus build a strong bond. This is a hugely underrated tactic.

Have you tried any of these suggestions already in integrating your email marketing with your social media efforts? Tell us about it below!


Facebook Ads now accepting Nigerian Naira Payments

Anyone in the digital marketing space would know that this had become a huge problem for brands and clients. Dollar ad accounts didn't make it easy at all for us to make payments. First there was the $100 restriction by banks on their cards, which meant that paying $500 needed 5 cards! Just last week, I had to somehow get 30 cards to make payments online.

But thanks to a tip from Subomi Plumptre of the Facebook group "Silicon Africa", I got a tip that Facebook might have started taking Naira payments. Sure enough, tried it out just now and I have a N100 balance on my account.

Start paying for Facebook ads in Naira instead of Dollars! Check this post out to see how it worksClick To Tweet

How it works

1. You'd have to create a new ad account that is naira denominated. If you have a Facebook business account, this should be easy. Just setup a new ad account and choose the Naira option.

naira account setup

 

2. When you get to the payment method modal, be sure to select PayU as the payment method.

payment method

 

3. Once you have this selected, proceed to enter your card details. PayU accepts both MasterCard and VISA debit cards. The only catch is the 3DS screen that comes up. If you've shopped on Quickteller recently, you'd likely be familiar with it. For MasterCard users, you'd need to put in your one time OTP to complete the transaction. Here's what that page looks like

3DS

money added

A few things to note

  1. Naira payments have to be prepaid. You wouldn't be billed as you go, rather, you'd fund your account and then run it from there
  2. Your Naira account isn't a dollar account that has been converted to Naira, so no DCC issues with the banks are encountered
  3. Still based on the previous point, your campaigns are now directly charged in Naira. So if you were using $1 / click before now, don't convert and assume it'll be N500/click or N320/click, you'd need to check to see what your new charges are like. Once you have this, you have a baseline moving forward

youtube

5 things to do before you create that YouTube Channel

YouTube is basically the new tv, and with the constant upload of content, every single video is fighting for a viewer’s attention. This makes it a tougher situation for anyone looking to start a channel, however, with consistency, many YouTube channels have made it out of the crowd.

Before creating a YouTube, you should consider or answer some of these questions…

Want to start a YouTube channel? You should go through this checklist first, it could save you some stressClick To Tweet

Why do you want to start a YouTube channel?

What is your main objective for starting a channel? This is the first question you’d have to answer. It'll play a huge role in ensuring your commitment level and dedication do not nosedive.

Are you looking to become intimate with your customers? Or do you just want to jump on the YouTube bandwagon? This is actually very important because every other platform like Facebook and Twitter have integrated videos into their features. So you have to ensure you have a solid reason for opting out of using those and creating a YouTube channel.

On the other hand, if your answer to this question is something like “I just want to go viral and make tons of money,” you may want to rethink things. Yes, sometimes people luck out and go viral with a random uploaded video but you can’t bank on this. For most people, finding success on YouTube takes time and effort, so if you aren’t ready to put in the work then you may be sorely disappointed.

What’s the theme of your videos?

What do you want your channel to portray? What’s your underlying theme? Have you decided what you’re going to make videos about? The possibilities are endless—you can make videos about your business, your customers, your staff, or behind the scene’s of day to day activities. However, it’s important to note that when it comes to building a subscriber base it’s best if you stick to a specific topic or niche, because, like earlier said, YouTube is populated already.

Is this a niche that you’re actually interested in?

When you end up choosing a theme? You have to be sure it’s something you can sustain over a long period. Once you lose that buzz around your videos, your viewers somehow will sense it. A big mistake that many people make when starting a YouTube channel, a blog, or really creating any sort of online content is that they choose a niche or topic because they think it will be popular and not because it’s something that they actually care about.

When Toke Makinwa’s Toke Moments started, vlogging wasn’t a big thing in Nigeria, there was skepticism all around it, but her consistency has made her a force to reckon with.

Hence you should keep in mind that once you start creating your videos, you’re going to be fully immersed in the subject that you’ve chosen to make videos about, so it better be something that you’re passionate about.

What audience are you targeting?

What do you know about your audience? Their demographics; their viewing patterns? What part of the country they are viewing from? etc. Knowing your audience will influence the time you post your videos, the regularity, the topics based in the overriding theme etc. Do a bit of research and create a profile of your ideal viewer. This will help you streamline the content and style of your videos. You also need to find out if there’s another YouTube channel with the same target audience as yours, you need to study them, pay attention to people’s comment about them and see what you can do to stand out from them.

How are you going to measure your success?

What parameters will you use to measure the success of your channel? Your parameters may differ depending on your reasons for starting the channel, which you already answered above. A certain number of views? Number of subscribers? Amount of traffic driven to your website? or becoming a YouTube partner within a certain period?

You can monitor your progress by seeing how close you are to your goals and when you reach (and ultimately surpass) them, it’ll be time to celebrate! However, it’s very important to note that success does not come overnight, you have to be very patient, consistency does the trick when it comes to hitting your online targets.
Do you have a YouTube channel? Feel free to share your initial experience with us below!