With that much traffic, you need to be able to target your ideal audience. Advertisers have a handful of ways to use the high-traffic platform to get in front of a target audience or focus on building their brand in a new way. While there may not be a ton of targeting options in Reddit, advertisers will find a mix of new and familiar options to create effective marketing campaigns. Let’s run through them.
Reddit’s main form of location targeting is by country. Advertisers in the United States can also narrow down the targeting to state and city level if need be. These same rules apply to the locations to exclude.
You should know that Reddit is like every other ad platform we are familiar with: If you do not select a location to target, your ads will be eligible to show worldwide, depending on what other targeting options you select.
This one is pretty straightforward: Advertisers can target users who have recently interacted with certain categories of content. The important part of that last sentence is “recently interacted.” We’re not targeting users who are currently looking at these interests. This key phrase makes this targeting option pretty broad. Here is a list of the current Interests that Reddit advertisers can target:
Animals & Pets
Art & Design
Arts & Crafts
Fine Art Photography
Interior & Landscape
Business & Finance
News & Education
Comics & Graphic Novels
Music & Audio
Stories & Literature
Style & Fashion
Food & Drink
Family & Relationships
Marriage & Civil Unions
Fitness & Exercise
Track & Field
Of course you do. You’ve got bills to pay, mouths to feed, former paramours to impress. Well, partner, you’ve come to the right place. Though I won’t be so bold as to claim that display advertising is essential, I will be so bold as to claim that it’s a really good investment.
And an underused investment at that! More on this at the end...
Why? Because it helps you do two things that are crucial to winning new customers: (1) building a valuable, recognizable brand and (2) keeping that brand at the top of your prospects’ minds.
Sound good? Awesome. Let’s get into it, then. By the end of this guide, you’ll know more about:
The value of display advertising
Google display ad types, sizes, costs, and targeting parameters
Best practices for Google display ads
What is a Google display ad?
Although the term “display ad” may be unfamiliar, you’re almost certainly familiar with display ads themselves. They’re the visual-based ads you see while reading an article on your favorite blog, watching a video on YouTube, or using a mobile app.
Appropriately, Google display ads are served on the Google Display Network—a network of over two million websites and apps that reaches somewhere in the ballpark of 90% of internet users. Such an immense potential for reach is the definition of a double-edged sword. True—you have the power to introduce your brand to tons of relevant consumers. But you’re also liable to introduce your brand to tons of irrelevant consumers.
In other words: Display ads can cost you a bunch of money if you’re not careful. We’ll talk about the steps you can take to avoid waste later in this post.
The case for display ads
Before we dive into the details of display advertising, let’s take a bird’s-eye view. The other major Google Ads network is the Search Network, which enables advertisers to buy promotional real estate in the Google search results. Generally, search advertising is a valuable channel for marketers because it allows them to capitalize on the commercial intent that often motivates people to use Google.
The same can’t be said for display advertising. People are served display ads while they’re consuming content—not while they’re actively looking for solutions, as is the case on the search network. Put differently...
That’s it. A blunt instrument, if you will.
Because people don’t buy the minute after seeing your ad. It’s more like a month later. After three or five or seven messages hit them over the head. (Gently.)
But that process all starts with at least one eye-popping visual interruption—and sometimes you’ll need a few of these.
A visual interruption just like a neon “Open” sign.
The challenges with creating image ads are twofold. It’s difficult (and time consuming and expensive) to create relevant imagery. If you decide to save time and money by using stock photos instead, you’re going to need to cycle through A LOT of duds before hitting on a few winners.
That’s where stock photo services come into play. The trick is separating the good from the bad. Some have a lackluster selection, while others cost you an arm and a leg and still force you to pay for more images than you actually need.
So here are five of the very best sources for advertising stock photos to create revenue-boosting ads that customers can’t help but stare at.
1. Adobe Stock
Adobe Stock seamlessly integrates with Adobe’s Creative Cloud.
Launched in 2015 when Adobe acquired the stock photo company Fotolia, Adobe Stock was created to integrate with the rest of Adobe’s Creative Cloud, including Photoshop, Premiere, After Effects, and more.
That means you don’t need a separate app or service. No downloads, exports, or zips. Instead, it’s a stand-alone service that works alongside Creative Cloud so you can find and edit images in one convenient location.
One of Adobe Stock’s greatest features is its testing ability.
We’ve all been there. You think a certain photo will work perfectly with your campaign, but once you get it in Photoshop and start having your designers play around with it, you don’t really like the final product.
Adobe lets you to download watermarked photos for free in order to test them in Photoshop. So you can try before you buy.
And if you like it, you can look up more from this image or model. It’s a great feature for creating consistently branded ads.
So you can use an image like the one above for your print ad, then find something similar for a banner ad:
Adobe Stock charges for a monthly image plan.
These tiers start at three images per month for just...
Google unveils new look for mobile search results
In order to free up space for more information and on-SERP action buttons, Google has unveiled their reimagination of the mobile search results. Take a look at the image Senior Interactions Designer Jamie Leach included in Wednesday’s announcement:
The new look is on the right. Via Google.
As you can see, the "Ad" indicator and the display URL—which often serves as crucial brand real estate—will move above the ad headline. Publisher names and icons will move above the headline in the organic results as well. Although the display URL we’ve come to know and love has certainly done a good job of presenting your brand name, the new look—rolling out in the coming days—makes sure to position it even more prominently.
Leach explains the motivation behind this reimagination at the end of his blog post:
“As we continue to make new content formats and useful actions available—from buying movie tickets to playing podcasts—this new design allows us to add more action buttons and helpful previews to search results cards.”
Translation: Google wants to give users the most seamless search experience possible. Whether you’re simply searching for information or deliberately looking to make a purchase, Google wants to erase as much pain from the process as possible—especially when you’re on mobile (see: the new gallery ad format coming to the SERP later this year).
Now, I know what’s coming to mind for many of you: traffic. After all, the more information Google scrapes from your site, the less necessary it is for users to click through. Although that’s valid cause for concern, I’ll say this: Google reducing friction does not equate to Google eliminating the need to visit your website. As you can see in this screenshot, one type of button Google is aiming to make room for is essentially the organic version of a sitelink extension:
Friction-reducing? Quite. Traffic-leeching? Hardly.
Shifting back to the paid side of things, the addition of new action buttons should do wonders for low-funnel search initiatives. Whether you’re trying to book appointments...
Whether that’s an upcoming conference, meetup, workshop, concert, open house, grand opening, tour, show, or webinar, you can use Facebook ads to boost your event attendance. In this guide, I’ll show you how to effectively promote your event and to drive registrations (free and paid), using Facebook and Instagram. You’ll learn everything you need to know to get started, including how to:
Use Facebook ads for event promotion.
Include Branded Content ads to your Facebook page.
Test creative in your event ads to drive more registrants.
Advertise on Instagram with non-event campaign objectives.
Promote recurring events using Facebook ads.
And remember, in this case, selling out is not something to be ashamed of. Bring on those registration and ticket sales!
Create a Facebook event to get started
First things first, you will want to create a Facebook event from your Business Page. This is an effective and “free” way to drive event awareness, engagement, and registrations. If your ultimate goal is to drive more attendees to your event, this step is necessary before running ads to promote your event to various and larger audiences as Facebook’s organic reach is not what it used to be several years ago. These days, regardless of what you do as a brand on Facebook, you will have to pay to play in order to get more visibility. It’s a shame that we might not have as much organic reach as we used to as brands, but it’s better know that your ads have to compete against people’s friends, family members, old high school classmates, and cat videos in their News Feeds.
To create your event, head over to Business Manager and then to your Business Facebook Page. Click “Events” on the left-hand side, as seen here on a local non-profit business group page we help manage.
Once on the “Event” page, you will see where all of your upcoming and past events will be housed for sharing, editing, boosting, and viewing. It’s also the area where you can create a new event, as seen here:
This isn’t always cut and dry—of course, sometimes there is overlap—but these differences between B2B and B2C search marketing are significant. For marketers or digital marketing agencies serving both types of businesses, understanding these differences is crucial to develop a high performing marketing strategy for a business. Whether it’s relationship building or communication strategy, marketers must take different approaches to maximize the effectiveness of their marketing tactics.
Here’s a breakdown of the five key B2B vs. B2C differences that every marketer needs to know.
1. Customer relationships
B2B: Build personal relationships
B2B marketing focuses on building personal relationships that drive long-term business. So relationship building in B2B marketing, especially during the buying cycle, is crucial.
Why? It gives you the opportunity to prove what kind of business practices, ethics, and morals you keep close to your heart. This ability to connect with your targeted audience allows you to separate your business or your client’s business from competitors, as well as build your brand.
The top priority of B2B businesses is generating leads. Because of the importance of repeat and referral business, developing these personal relationships can make or break a business.
As search marketers, we get asked constantly to try and bury bad reviews on Google, which as you know can be a lot of work. By developing honest and meaningful relationships, you are hoping to avoid these poor reviews altogether—but that might not be the only way reviews are helpful.
According to G2Crowd, 94% of customers read online reviews. With the majority of customers reading reviews, a negative review can be devastating. However, 72% of B2B buyers say negative reviews give depth and insight into a product.
Wait, bad reviews may result in a positive? Yes! When a website only has positive results, they can come across as fake and untrustworthy. Remember,...
For this month’s Employee Spotlight, we talked with Haile Xiao. Originally from Houston, Texas, Haile moved to Boston for the technology job market and stuck around because he loves the seasons—as well as the duck boats. Haile joined WordStream as a software engineer almost two years ago, and since then he’s worked on a variety of free tools—including, mostly recently, the Smart Ads Creator.
Haile driving a duck boat.
How did you hear about WordStream? Why did you want to work here?
Well, Pablo and I were actually in the same class at Launch Academy. The Launch Academy alumni had a slack channel, and we would regularly post opportunities. One day I saw Pablo’s post about an open software engineer position at WordStream. You hear about advertising technology a lot in the news and media, so I was curious about how it worked. When I came in to interview, I talked to all these awesome people who were working on really interesting projects, and I knew I wanted to work here with them.
What's your favorite thing about working at WordStream?
The people, definitely. This is the best work environment I've had anywhere. There's enough structure that you can you're supported and not just floundering, but there's enough flexibility that you can speak your mind and propose projects for yourself and your team.
What's your favorite project that you've worked on?
Revamping the process of setting up software when prospects become customers after completing a trial. Previously, you could only connect one account at a time—so just Google or Facebook or Bing—and the process was pretty bland. The user just sat looking at a spinning wheel that said how far along they were—“8% Complete” or “20% Complete.” That’s so boring. We decided to create a QuickStart process where the user was introduced to the software capabilities instead, and we made the information highlighted dynamic based on how the user entered the software. Now, if users come from a Facebook Grader, for instance, then their process will focus on our software’s Facebook features.
What's the most...
From Gallery Ads, which allow advertisers to combine compelling images and copy to serve interactive visual ads on the search network, to the bumper machine, which allows business owners and marketers to simply enter their URL and create multiple 6-second YouTube bumper ads, to the merging of custom affinity audiences and custom intent audiences to create, quite simply, custom audiences—there was no shortage of excitement and novelty.
But for me, the announcement that took the cake was Discovery ads, a super handy new ad type in which advertisers serve immersive carousel ads to prospects precisely when they’re most open to finding something new.
Our very own Tony Testaverde snuck into a front row seat for the announcement.
But what exactly does that look like? And what are the implications for advertisers? We'll help you out: Here are 5 things you need to know about Discovery ads.
1. Discovery ads are immersive and interactive
In addition to Display, Shopping, and YouTube, Google advertisers will now have yet another way to show prospects tangible images, and tell visual stories about their products.
Advertisers who leverage Discovery ads will have the ability to showcase a single image of their product or service, or multiple images in a swipeable carousel format. Google is taking a page out of Facebook’s playbook here. Facebook has, for years, allowed advertisers to engage passive browsers with engaging image creative and attract qualified traffic at the top of the funnel. Advertisers can now do the same thing on Google—eschew search intent for a combination of audience targeting, greater reach, and the ability to tell a brand story with compelling image creative and attract qualified new prospects.
2. Machine learning plays a key role in Discovery ads
When advertisers go to set up Discovery ads, they’ll enter one landing page URL, at least one image, a logo, and up to five headlines and five descriptions. Here’s a snapshot of what that setup will look like.
From there, Google will use...
Trick question! Although the Display Network is generally considered the hub of visual-based advertising in the Google Ads universe—I’m conveniently disregarding Shopping for the moment—this year’s Google Marketing Live keynote included the announcement of gallery ads.
Whether you’re aiming to drive sales or generate leads, gallery ads—by combining the intent of search with the creative of display—are poised to deliver some serious returns for your business once they fully roll out later this year.
So let’s dive deeper. By the end of this blog post, you’ll know:
What gallery ads are
What they’re designed to accomplish
Who can benefit from using them
Why you should be excited about them
What are gallery ads?
Introduced by Google’s own Sissie Hsiao, VP of Product Management in the Mobile App Advertising department, gallery ads are interactive ads that sit at the top of the mobile SERP. Underneath a standard text headline and a display URL, they feature swipeable image carousels—much like the ones users often see in their Facebook and Instagram feeds.
In addition to the ad’s headline, each individual image is accompanied by a tagline. The headline (which, as always, directs people to your landing page) remains at the top of the screen as the user swipes through your carousel. You can include a minimum of four images and a maximum of eight, and each tagline caps at 70 characters. Best of all, because you’re allowed to write up to three unique headlines, you can test all kinds of combinations of different value propositions and CTAs.
As far as performance goes, early testing shows that gallery ads drive 25% more engagement (as measured by clicks and swipes) than standard text ads do.
What are gallery ads designed to accomplish?
In short: to more effectively communicate the value of your business.
People—smartphone users in particular—turn to Google for information. When we have problems or desires, we use Google to learn more about the products and services that can help us. Whether you’re a hungover college kid looking for the best breakfast sandwich in town or an overworked business owner searching for an online advertising management software, it’s more than likely that you’re consulting...