boosted post vs facebook ad

If you really want to make the most of your marketing strategy in 2020, you need to be utilising some kind of paid promotions or ads.

There are a few major players when you look at the digital advertising landscape. Google, Bing and Facebook all offer a service that allows you to pay to put your content in front of targeted and relevant potential customers.

The Facebook family of apps now includes Instagram, WhatsApp and Facebook Messenger, giving you a range of different platforms to work with. There are an estimated 2.89 billion people with an account on at least one of these platforms, and over those 2.26 billion people use them daily. 

People of all ages are hooked into the captivating world of social media, and with such a huge audience to engage with, you really do want to consider your advertising options carefully. After all, thousands of people might be out there looking for a business just like yours… so how do you make sure that they’ll find you? Let’s find out.

What is a Boosted Post?

A Boosted Post starts its life as a regular old Facebook post. It could be anything; a photo of a new product you’re introducing, an offer you’re promoting or a competition you’re running.

When you boost a post, you apply money to ‘boost’ or ‘show’ your Facebook post to an audience of your choosing. Boosted posts are quick and easy to set up, meaning they’re a great option if you are new to Facebook advertising.

How do I set one up?

To create a boosted post, you need to look out for this big blue button. You’ll find it underneath your Facebook post on the right-hand side.

As you can see, the post in our example hasn’t had any organic engagements, so this might be a good candidate for boosting to try and generate some interest. Of course, you could also choose to boost a post that’s already doing really well to maximise its performance! The choice is yours.

boost post button

So, you’ve identified the post you want to boost, and you’ve clicked the big blue button. Now you need to tell Facebook a bit of information so they can make sure your post is boosted to the right kind of people, for the right amount of time, and in the right places. You’ll fill in a form that asks you the following:

  • What’s your objective?

Do you want users to comment on and share your post? Do you want them to click through to your website, or would you prefer to connect and chat with them over WhatsApp or Facebook Messenger?

  • What do you want your post button to do?

You can choose from pre-set call to actions like; ‘Learn More’, ‘Shop Now’ or ‘Sign Up’. Then you can set a destination for users to be taken to when they click the button.

  • What kind of audience do you want to target?

What are their interests? How old are they? Do you only want to target people in your local area? Defining your audience will help to make sure that your boosted post is reaching relevant people.

  • Where do you want your boosted post to show?

This is known as placements. You can let Facebook automatically choose your placements to maximise your budget, or you can choose the placements yourself. Facebook, Instagram and Messenger are a few placement options.

  • How long do you want it to run for?

This is where you set the total duration of the campaign. Here at Designer Websites, we often advise our customers to start with a short 7 or 5-day campaign to see how effective the chosen audience and budget performs for you.

  • What’s your budget for the campaign?

You can use a small budget of £10/£20 or a larger budget of £100+. The more you spend, the more people you’ll reach.

Once you’ve successfully answered all of these questions and entered your bank details, you’re pretty much good to go. You’ll probably have to wait while Facebook approves the boosted post, but once they’ve given it the all-clear, your post will start to be shown in your audience’s timeline.

What are the benefits of a boosted post?

  • You can reach new people who might be interested in your business or Facebook page. People might tag their friends, comment on the post or share it to their own personal Facebook page which is great for improving brand awareness.

 

  • You don’t have to design a fancy advert from scratch, you can use an existing post. This means you can set a boosted post up quickly and easily.

 

  • Boosted posts appear on your Facebook business page as well as being shown in your audience’s timeline. Facebook ads don’t appear on your business page, they work in the background.

 

  • You can use Facebook Insights to get a detailed summary of your boosted post’s performance. This will show you how many people you reached as well as showing you how many clicks, reactions, comments and shares your post received.

 

Ok, this all sounds great – but what are your other options? Let’s take a look at Facebook ads to see how they differ.

What is a Facebook Ad?

Facebook ads are a slightly different type of promotion that offers a lot more creative control than a boosted post. Facebook ads are created through their own Ads manager, a feature that might be a little trickier for advertising novices to navigate.

Rather than starting with a simple Facebook post you can build your Facebook ad from the ground up using advanced customisation options. You can optimise your Facebook ad to help you reach a wide range of business goals as well as engaging with a targeted audience of your choosing.

Setting up a Facebook ad

When you’re setting up a Facebook ad, the questions Facebook ask you are almost identical to those listed above – so we won’t bore you by cycling through them all again!

Instead, let’s focus on the things you can choose to do when you’re setting up a Facebook ad that you might not be able to do when you’re setting up a simple boosted post.

  • Choosing very specific placements.

While boosted post allows you to choose Instagram, Facebook or Messenger as your placement, Facebook ads take this one step further. You can decide exactly where the ad will show.

Do you want the ad to show in the News Feed, in Facebook’s Instant Articles, or as an Instagram story? These are just a few of the many placements made available in Ad Manager.

  • A wider range of ad objectives.

Tailoring your objective is much easier with a Facebook advert. Yes, boosted posts allow you to choose from some great goals like driving website clicks and generating post engagement - but again, Facebook ads take this one step further.

Facebook ad objectives are really quite extensive, covering everything from brand awareness to store traffic. This helps create an ad that’s perfect for your business needs.

  • More control over creativity.

When you create an ad through Ads Manager, you can choose a design that suits your brand and goals. Our PPC Specialist Andrew Gill said:

“We trial different kinds of Facebook ads for different clients every day! We’ve found that carousel ads and short video clips are the most successful ad format across the board. They’re more engaging than a standard picture advert and tend to convert really well”.

  • Advanced targeting capabilities.

Knowing who your target audience is is the key to success in the digital landscape. With Facebook ads, you can go beyond someone’s age and interests and target people who ‘look like’ users who’ve already interacted with your page, you can exclude people who’ve already interacted with a similar post and much more.

So which strategy do I choose?

So now you know the key differences, here are our recommendations. If you want to:

  1. Maximise engagement with a particular post
  2. Improve brand awareness
  3. Get an ad set up quickly

Go for a boosted post. They’re easy to run, easy to manage and are great for pushing your existing content further afield.

If you want to:

  1. Have full creative control
  2. Run a longer, more advanced ad campaign
  3. Show a promotion, product or service to a very specific audience

Choose a Facebook ad. They might take a little bit longer to plan and set up, but you can really make the most of your advertising budget through Facebook’s Ad Manager.

At Designer Websites, we can help with your Pay-Per-Click and Social Media Management needs. Get in touch if you’d like to make the most of your social media marketing strategy, we’re more than happy to help.

Local SEO

What is local SEO?

Local SEO refers to the process of enhancing your local online presence in order to attract more business from relevant local searches. It can be classed as ‘the practice of optimising your brick and mortar business for location-focused keywords and search terms’; such as “web design Barry”.

These searches can be performed across several different search engines, but with 90%+ market share in the UK alone, these searches are typically performed on Google, with the hope of being included in something called the ‘Google Snack Pack’.

The Google Snack Pack, also known and referred to as the ‘local 3 pack’ or ‘map pack’, is the boxed area that appears on the first page of Google search results when a local online search is performed. The Snack Pack box displays the top 3 local business listings most relevant to the search query and contains it’s very own search algorithm and set of rules. But why is it important for local businesses to appear in the snack pack? Let’s find out!

 

Why is local SEO important?

Optimising your local SEO means increased website traffic (if you have a website), leads and conversions since your efforts are placed into becoming more relevant to your base of local customers. It is a way to help smaller businesses compete more effectively against larger national organisations who have significantly greater amounts of resources at their disposal. By focusing on specific local SEO tactics, smaller firms are able to limit the impact of these bigger businesses that often optimise content for broader keywords and search terms and rely on brand recognition, rather than value offerings, to bring in footfall.

Further strengthening the case for local SEO are the fascinating stats that surround it. 46% of all searches performed on Google have ‘local intent’ (SER), “near me” searches are increasing 150% faster than traditional, local-based searches (Google) and 29% of all Google search engine result pages contain a snack pack in the results (RankRanger). 

With all of the advantages and buzz around local SEO, it comes to no surprise as to why so many businesses are battling it out to be included in the local 3 pack. So, what can you do to get in there? Here are the best ways to optimise your business for local SEO.

Improving your local SEO

1.       Create & Optimise Your Google My Business Listing

First things first, to get started with local SEO, you’ll need to create a Google My Business listing. For no charge, this establishes your business’ online presence and means you will appear on Google Maps. Not only will your business appear in search results across a variety of devices, but if Google authenticates your listing as a legitimate business, it could also appear in the sidebar space of a Google search.

 

There are several ways in which you can optimise your GMB listing to ensure Google not only sees your business but chooses it to appear in local search results. These are:

  • Keeping everything consistent between your listing, website & other online listings
  • Filling in every data point available i.e. Name, Address, Bio and Shortname
  • Keeping crucial business data updated such as opening hours and holidays
  • Get more reviews and engage with any that you do get

 

2.       Gain Regular Reviews

The last point that we made above is an important one. Getting your customers to leave glowing reviews about your business doesn’t just help to optimise your GMB listing and presence, but it also encourages more local customers to buy from you. The more footfall that your business experiences can lead to further positive reviews which then helps to build more signals to Google that your business is legit and worthy of ranking highly in local searches. Some tips to encourage your customers to leave positive reviews are:

  • Respond to existing reviews in a professional way, addressing any negative reviews that you may get and thanking reviewers for sharing their positive experiences
  • Asking for a review in-person after a sale has been made
  • Send post-purchase communications asking customers to leave reviews

 

3.       Optimise for Voice Search

Voice search has been rapidly growing over recent years, especially in terms of SEO. Therefore, it is crucial to optimise your content into a voice search-friendly manner, focusing on the way people ask questions when they speak rather than when they are typing. When performing voice searches using specific devices such as an Amazon Echo or Google Home or a voice assistant such as Siri, searchers opt for more long-tail keywords compared with regular search. As a result, you’ll have to adjust the SEO of your content to fit the more conversational tone of someone talking. A good tip here is to focus your efforts on traditional question starters such as who, what, when, where, why and how.

 

4.       Making Your Website Mobile-Friendly

Online mobile searches have also grown in popularity over the last decade with the increase in accessibility to mobile devices. In fact, in 2017, Google released its mobile-first indexing search results that prioritised mobile-optimised content over non-optimised content and even made it their primary index. This confirms the strategy behind optimising websites and content to be mobile-friendly, not just for local SEO, but for SEO as a whole.

Some tips for making your website more mobile-friendly are:

  • Ensure your website loads quickly
  • Use images and website copy only when needed and avoid filler content
  • Use bigger fonts that are easy to read
  • Implement an enhanced user interface for a great experience

 

 

5.       Greater Focus on Local Keywords

One of the most obvious ways to rank for local search results is to focus on local keywords, right? Of course, it is! Google’s own Keyword Planner allows you to filter keyword searches based on location, so you can get a better idea and understanding of the popular search terms for a specific area. This enables you to form a list of relevant local keywords that you can target to give yourself a better chance on ranking. Once you have these keywords, you can begin to implement content, meta tags and URLs to match.

Another great tactic that you can implement to increase local SEO results is to include mentions of location-specific landmarks and hotspots in your site’s content. For example, if your business offers web design in Cardiff city centre, including references such as “web design near Cardiff castle” could also bolster rankings in local search results.

 

6.       Implement Location Pages or Location-Focused ‘About Us’ Pages

If your business operates in more than one location, then location pages are a must. These pages allow you to target very specific location-based keywords around a main keyword e.g. “Cardiff decking” and “Slough decking”. At the minimum, each of these pages will need to provide the following information:

  • Opening hours
  • Name, address and phone number
  • Reviews
  • Promotions
  • Google Maps location

When adding these pages to your site, it’s important to remember that standards SEO rules still apply and content should be unique.

If your business only operates in one location, then having an ‘About Us’ page that focuses on local, relevant information is imperative. If you run a coffee shop, for example, your About Us page is the perfect place to provide information that you supply the coffee and cakes for local fundraisers each year. This reaffirms your commitment to your local community and provides potential customers near you with confidence in your business, which can lead to increased levels of business and many of the aforementioned benefits such as positive reviews.

 

7.       Take Advantage of Online Directories

Websites such as Yell, Yelp, YellowPages and Foursquare are online business directories that help to get your business name, address and phone number (NAP) on the web, which is one of the most important, if not the most important element of local SEO. NAPs act the same way as backlinks do to a website and let Google know that multiple places on the web are talking about or mentioning your business. The key thing to remember when adding your business to these online directories is to ensure that all information remains consistent.

Online business listing should include the following basic information:

  • Accurate business name, address and phone number which is consistent across all directories
  • A backlink to your website if you have one
  • A thorough description of your business

 

8.       Build High-Quality Backlinks

According to Moz’s 2018 Local Search Ranking Factors study, ‘link signals’ were ranked number one and number two respectively in the most important factors for ranking in local organic rankings and the local pack and snack pack. Link signals are backlinks that point back to your website, so it’s important to get as many of these as possible, however, you do need to focus on their quality more than anything. The more relevant and authoritative the backlink is, the greater the signal is going to be to Google that your business is legitimate and also relevant to the local search being performed.

Some tips that you could follow to create high-quality backlinks to your website are:

  • Guest blogging on reputable websites that have a high domain authority
  • Produce high-quality content on your website that others want to link to
  • Engage with local businesses and influencers to link back to your website

 

SEO is a fast-moving and ever-changing industry, so you never know when Google will introduce new and innovative features to its search engine results page for local searches, but they are more or less guaranteed. Therefore, it is vital to keep on top of changes that can impact your local SEO. By starting off implementing the above eight points, you will ensure that your business not only takes advantage of lucrative local search opportunities but builds a solid platform that can be taken forward and progressed further when new and exciting local SEO features are announced.

Want to know more about how Designer Website can help your business with its local or national SEO, be sure to visit our search engine optimisation page today to see the professional and quality SEO services that our team of experts can provide. You can also get in touch with us if you require anything else!

 

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