Floor it: How brands can gain rankings when others take their foot off the pedal

If you’re a smaller brand mucking it up with the big businesses in your industry, there’s no time for idleness. With huge budgets and masses of staff, it can sometimes feel like a near impossible task to catch up with the big boys. Well, we’re happy to tell you that that’s a load of nonsense. If you’ve got the tenacity and drive to push forward while other brands are resting on their laurels, your brand has a fantastic opportunity to take advantage of their complacency. Here’s a few ways we’ve come up with to gain rankings when others take their foot off the pedal.

Clean up your content

One of our favourite ways to get brands ahead of the competition is to give the content on-site a spring clean. This is an endless game and one that many of your competitors will fail to capitalise on. A consistent stream of blogs, FAQs and other forms of content is essential for smaller brands. Also, have a monthly look through your category text and product descriptions and give the text a refresh – this includes developing new keywords and ensuring Google recognises that squeaky clean content. The more consistently you update your text, the more you’ll climb those rankings.

Find keywords others are ignoring

When you’re conducting your keyword research, it might feel counterintuitive to look for words with less organic search results. Fight that feeling and go for them – casting a net over those fewer searches can bring in more customers than battling it out with the big boys for the most popular words. The less competitive the words (due to smaller levels of content and links from the bigger brands) the more chance you have of picking up some new customers. This is a great opportunity for smaller brands to catch-up with larger ones and overtake them for relevant terms in organic search.

Find micro-influencers

While other brands might be splashing the cash on the biggest influencers going, we think there’s a smarter way to play the game. Focusing on smaller, relevant influencers with higher levels of engagement is much more fruitful than chasing follower counts. Create a list of micro-influencers and get in touch with them in regards to promoting your product. Your link profile will be improved hugely due to the amount of influencers pushing your brand, especially when compared to going for bigger accounts. Ultimately, this method is cheaper, more efficient and more rewarding. 

Keep building links into your ‘web’-site

With the relentless productivity of a hungry spider, your website should be built like an inter-linking web. When writing your content, referencing and directly linking pages on your own site is hugely beneficial for your profile. This is especially true for smaller brands, who can make up space on those juggernauts too complacent with their links. While we’re at it, why not have a read through our other blogs?

Climbing up the rankings can feel like a race without a finish line, but if your competitors get complacent, you have to be ready to overtake them. To put it simply – when others are slowing down, you need to put your foot to the floor.

Let’s be honest, that marathon your team ran was impressive, but your customers don’t care. Even though it’s nice to portray your brand as friendly, open and authentically as possible, the reality is that it’s not going to help you from an SEO perspective. We can’t emphasise enough how worthwhile it is to push content relating to keywords, internal links or related brand issues. Here’s a few reasons why blog articles blow internal news out of the park:

While news articles may be of interest to your employees, the actual benefit to your site is almost non-existent. From an SEO point of view, blog articles are one of the hallmarks of successful strategy. Delve headfirst into software such as SEMRush and find those big organic search results that bring in a load of new traffic to your site. Mould your blog articles around those commonly searched terms and questions and you can capture a large portion of the customers you were missing out on. Pushing your content to those who actually care is a big first step in the right direction and one which can have a dramatic impact on your site’s success. 

The ability to build a web of interconnecting links is another one of the big benefits that comes with blog articles. Keeping people on your site with internal links means you can cross-sell products they may be interested in. This also looks great in the eyes of Google and keeps your link profile looking spick and span. If you find a commonly searched term that you feel you can exploit with a well-crafted blog article, filling it with internal links only adds another layer of efficiency to the content. Would you get that with internal news? We don’t think so.

In contrast to internal news, blog articles are great for remarketing your content to recent visitors of your site. Whether you’re using Google AdWords or Facebook, fire it up and begin remarketing your content to customers who had their finger hovering over the ‘buy now’ button. This strategy is one of the biggest advantages of ditching those news articles – not only are you not boring your customers to tears, you’re also focusing on the right ones.

Even without all these incredibly important SEO benefits, the truth is that spending time writing internal news is pointless. Marketing to those customers you haven’t found yet is crucial if you’re looking to grow your brand. For instance, if you’re a vaping brand, reaching out to smokers looking to quit is much more useful than writing about your team’s trip to Thorpe Park. Blog articles will help you reach out and find those customers with relevant content. 

At the end of the day, we know that internal news pieces come from a good place. Unfortunately, in the ruthless world of the internet, they just don’t have the impact of blog articles. For the sake of your business, switch things up and watch your brand grow.

With 2 trillion searches on Google every year, it’s safe to say that climbing up those organic search engine results is very competitive. Supplying your site with constant content is one of the key parts of developing a healthy position in the internet’s ecosystem. Search engines are constantly on the lookout for fresh content and if you can supply it – you’re onto a winner. Google gets what Google wants, so here’s a few ways to keep giving your site exciting new content.

Create a content calendar

One of the most effective ways of maintaining an uploading routine is by using a content calendar system. Populate a few months worth of blog ideas on the calendar and start writing the content as soon as you can to get ahead. This is a great way to keep track of your progress when scheduling out posts. Use a traffic light colour system to keep track of where you’re at.  Red means the content has been written, orange shows that the content has been scheduled and green represents the blog going live. This is a simple, easy and effective way to keep track of your progress, without missing out on any posts.

Product categories

If you’re just starting out as an eCommerce brand, it’s natural that you might be short on product content. Whilst a small catalogue might make sense from a business perspective, it doesn’t help you all that much from an organic perspective.. Supplement your limited products with more detailed product descriptions and a higher number of blogs. If you’ve got lots of products on your site, we’d suggest creating more product categories. With the subsequent added text from the categories, alongside better organisation, you can up your rankings in the SERP battlegrounds. 

Variety is the spice of life

Shaking up your content isn’t only good for your sanity – adding different forms of text to all areas of your site is hugely beneficial for SEO. Alongside blogs, why not have a crack at developing some infographics. Not only are they fun to make, but they’re a great way of visualising your content. Don’t be afraid to get creative either – if your brand suits it, recipes are very popular in the eyes of Google. Finally, FAQs are an under-appreciated method of jumping up Google’s ladder. Find out which questions are the most commonly searched for in your market and merge the answers into one article – something that Google will absolutely love you for.

Spread links through your socials

Once you’ve got your content up every week, the only thing left to do is to promote the links on your socials! Use a site such as Hootsuite to keep up your planning routine and schedule out some posts promoting your blogs (if you’re using instagram, make sure you pop it in the bio). The more you put out those links to your posts, the more trustworthy they look in the eyes of google.

Ultimately, this is an endless process. The more you can arrange and plan out your content, the more Google will reward you with customers. Remember to keep things fresh, organised and high quality to get your site constantly moving up the rankings. After all, why do you think we’re even writing this article? When it comes to content, less isn’t more – more is more.


Keyword mapping is one of the first stages of SEO and makes a massive difference to your search engine ranking. It helps to increase customers, develop authority, and improve your online presence. In other words, it’s a pretty big deal. Here are our five tips to perform this task quickly and effectively.
Do keyword mapping in batches

Doing fifty to one hundred at a time will create better keywords or tags than slogging through a whole website. Start off by searching the website for the most important pages (e.g. those that are linked from the landing page). Do keyword research and write the title tags and meta descriptions for these pages first. Whilst these are with the client for review, you will have time to go back to the site and search for more links.

Use the client’s terminology as a springboard 

It’s inevitable – sometimes you’ll have a client that has a line of work that you don’t understand. When keyword researching for this kind of client, it’s best to keep their website open in front of you. Using their own terms as a research starting point sidesteps the need to have an industry-level of understanding. This also gives you an idea of the brand’s tone of voice which will be useful when doing descriptions and title tags. 

Understand that being a perfectionist won’t help you

It’s good to be aware of how important keyword mapping is to a business but it’s also important to not become a perfectionist about it. You should aim for three keywords but it is not always possible. You should explore your options, but know when to call it quits. In other words, don’t get too caught up with making it perfect. Spending too long on any one element will lead to the neglect of the other elements and the trick as a whole will fail. SEO is all about juggling. 

Having a formula will make keyword writing a breeze

Having a formula for your title-tags and meta-descriptions will make the process of keyword mapping so much easier. For example, almost every result on the first page of any search term on Google will have a title-tag following a formula like this:

Keyword-optimised title | [Website / Company name]

For meta-descriptions, on the other hand, you should always end with a call to action to get the user from the search engine result page onto your website. For example, the last line of a toy brand could end with a phrase like, ‘check out more fantastically fun gift ideas at [website/company name] today!’ Having a list of two to three ending phrases can make your meta description go the extra mile. 

Important endpoints 

Doing keyword mapping is a skill that needs to be learnt but there are some rules to the game that will help regardless of your ability. Here’s some important endpoints:

Title-tags should be between fifty and sixty characters.

Meta descriptions should be between one hundred and forty and one hundred and sixty characters. 

You should review and update your keyword mapping every three to four months.


Keyword mapping is a very important task and with these five simple steps you should be able to do the task quickly and effectively. If you do, your company will rise in the search engine results page and your company will gain customers, authority, and online presence. With all those benefits, you should get going! 

Reaching your audience via YouTube is one of the most powerful marketing tools at a company’s disposable. It doesn’t take anything more than the simple recognition of the monetisation and optimisation of their pre-video ads to know that this is true.

Having said that, there are very few of us out there that can say we don’t huff and sigh away at the five seconds it takes before we can hit the ‘Skip Ad’ button and move onto the video we wanted to watch. So, what is the worth in these ads and (more importantly), how do you go about making the unthinkable: the un-skippable YouTube ad.

At first, the idea of creating an advert that will most likely get skipped at the soonest possible point seems crazy. However, you might be surprised to find that in fact, brand recall is increased by 22% even amongst those that are serial ad-skippers. Of course, it’s far better if they would watch the whole thing, but at least there’s some reassurance that even a skippable ad is beneficial. Despite this, creating an ad that doesn’t get skipped is obviously the main objective.

Creating an un-skippable ad can essentially be broken down into three main criteria: capture, brand and action. (Forgive us for the accidental yet sickeningly sweet reference to lights, camera, action). If you are able to harness these key areas, you will be on your way to creating a hyper-watchable YouTube ad. They can be explained as follows:

  • Capture the audience’s attention
  • Brand the video clearly
  • Action the audience into doing what the video is meant for

With a ‘Skip Ad’ ad, you’re looking at anything from 12 seconds to just over a minute, anything more than this and you should work in movies, not advertising. However, if you don’t get the audience’s attention in the first few moments, the rest of the video is pointless. So, how do you capture the audience’s attention from the get-go? Here are two quick tips:

Get your viewers involved: by choosing to approach your YouTube ad from a two-sided angle, you can tempt the viewer into watching the whole video. You can do this by asking them a question from the start (e.g. how many dogs are in this car?), or by inviting them to touch the screen and make it part of your video concept.

Make the ‘Skip Ad’ button obvious: Acknowledging the skip button is nothing new, but it is still effective, if not just for the sheer number of ads that ignore it completely. Incorporating the skip button will make your viewers hesitant to skip but your video concept has to be strong enough to stop them from skipping.

If you’re lucky enough to capture the audience’s attention, you need to think about branding your video. There are a number of ways of doing this, and the most obvious is to incorporate the brand logo. Research shows (from Google, no less) that a brand logo in the first five seconds increases the chances of your ad being skipped. However, brand recall and awareness are also increased with this method. On the flip side, if the branding is gentler in the first five seconds then people were far less likely to skip, but the recall and awareness are decreased. So, it’s clearly about getting the balance right. Our advice (which is also based on almighty Google research) is that if you choose to show the brand logo in the first five seconds, then tie it into your product or service. People are less likely to watch and remember brands when the brand logo is floating around the screen somewhere (plus, it just looks lazy).

Lastly, is the active element. If you’ve managed to keep the viewer watching until the end of the video, anything less than nailing this part makes everything that’s come before it, pointless. The vital part of this is keeping it simple. Make one call to action and stick to, so you can ensure that your viewers know what you want them to do. So, if you want them to book a ticket, say it, if you want them to click for more information, say it. Obviously, there must be an element of creativity which persuades them that it’s worth their time, but that all depends on your video concept.

Creating an ‘unskippable’ YouTube ad takes some doing. The convenience of the ‘Skip Ad’ button is too difficult for most viewers to resist. Essentially, it’s all about making original and exciting content. If you’re stuck for a place to start, hopefully, our guidelines will give you some encouragement.

Users want video, it’s as simple as that. It has become the format that people are used to: they prefer videos, they trust videos, they automatically gravitate towards them. This is undeniable. The great news for companies is that video is also a great way to improve your website and increase sales. Win-win. Here’s why it works.

When a user visits your site, one of the first things they will notice is whether it has video – 60% of site visitors will even watch a video before reading any text. (source: Diode Digital) It has become the most effective way for companies to communicate with their customers. Why is this? Well, it partly comes down to ease of access. Getting information without taking the effort to read is one video’s major selling points. In fact, 4 out of 5 consumers prefer demo videos over reading instructions. (source: Animoto) If you need anything to convince you of this, look at Jamie Oliver’s tutorial video, ‘How to cook perfect scrambled eggs’ – this might seem like something dull to watch, but it’s been viewed over 11 million times.

You can argue that Jamie cooking up some breakfast grub isn’t relevant to brands, except that you can’t, because it is relevant. Brands have already recognised that imbedded video on their website improves its performance. On-site video is massively important in making sure your page ranks well on search engines and is therefore far more likely (53 times more, in fact) to be viewed by the consumer.

Anyway, back to Jamie’s eggs: we expect to see brands moving towards a video strategy of tying their own product demos into search queries like clever Jamie. This is mainly because YouTube is the second biggest search engine in the world, so if you have a video that performs well on YouTube, you will bring huge numbers of people to your site. That is why embedding your YouTube videos on your site rather than uploading them is crucial. There’s no need to slow down your website by uploading heavy video files when you can embed them and make the most of the second largest search engine in the world. It’s effectively the digital equivalent of hitting two birds with one stone.

If you’re convinced by now that video is the way forward you should be asking one important question: what kind of video works? Well, we have some tactics that we think are pretty vital.

Firstly, make the videos short. One of the main points of a video is explaining something faster and more effectively than written content. So, keep it under one minute where possible but two minutes is the limit: no director’s cuts.

Secondly, don’t stretch yourselves too thin. Try to keep each video about one specific aspect, product, service or topic rather than covering a number of things. It’s a lot more effective for the consumer to remember one clear piece of information about what you’re offering than it is for them to forget four vaguer things.

Thirdly, video is nothing without audio. You will undoubtedly already know this from the number of fantastically vivid concert videos you’ve got on your phone that are accompanied by an unrecognisable crackle that’s meant to be your favourite song. So, make sure the quality of the audio and the video match up.

Lastly, a little bit of digital savvy: create a video sitemap. Basically, a video sitemap organises your video content into related categories, this helps Google’s crawling mechanism to find and understand the video on your site. If Google can do this, it will rate your site more highly, which will raise you in the Google rankings, which means your site will be more likely to be seen, which is something that we’ve already mentioned is very important to increasing customer numbers.

To put it simply: video works.

If you’re already bought into the idea of video and want to learn more then check out our tips for creating cost-effective video here. If you’re not, then get in touch and we’ll have you convinced by the end of the call!

In case you’ve been living under a rock, video is a massive deal. More people watch video now than ever before. YouTube alone registers billions of views every single day and seeing as Google owns YouTube you can’t afford to ignore the importance of this definitive digital duo – at all. The only thing you have to consider (especially for you smaller companies) is how to make your video effective for your site and easy on the wallet. Here’s our list of tips to make that happen.


You’ve heard the phrase, ‘you’ve got to learn to walk before you can run’, well this method is the digital equivalent of taking your first steps. Which is not to say that it’s not effective. Screencasting programmes such as ScreenFlow records various pieces of footage of you using your screen which you can string together into a piece of video content. It gives an ‘over-the-shoulder’ style which gives a personability to the content. Make sure to accompany this with audio of a convincing script and you’re good to go.

Invest in a good microphone

Now that it’s been brought up, audio is everything to video. They are co-dependent and nothing without each other – aww. Without good audio, great video footage is pointless. Think of Planet Earth without Attenborough’s smooth voiceover and you’ll get where we’re coming from. With that in mind, it is vital to invest in a quality microphone.

Internal talent

Making the most of the people around you is the sure way to create a good piece of video content: it gives you an increase of control, allows for more collaboration and is cheaper than outsourcing. Chances are that somebody in your company considers themselves to be an unleashed Spielberg. So, unleash them.

Video testimonials

Video testimonials are an extremely popular technique used by companies the world over. There’s something endearing about watching ‘Julie’ or ‘David’ give a real-life opinion on your product. They increase trust from the viewer, plus they’re easy to record. In fact, an extremely high-quality video testimonial can appear insincere so this is one of the easiest ways to create good video. Don’t believe us? Think of Microsoft AI new ad, and reconsider.

Use free-to-use video and images

This is a technique for all the creatives out there. Using video and images from sites such as Pixabay and Unsplash is completely free and can create highly effective video content in the right hands. Ask the most creative member of the team to think of themselves as a collage artist and let them have a go.

Use Upwork and Fiverr

You don’t need the finest video editors and actors on the scene to create good video content. Using freelancers on sites such as Upwork and Fiver is an extremely cost-effective way to get good results. The competition on these sites is astounding, all you have to do is pick a dark horse and you’re onto a (cheap) winner.

YouTube is the second largest search engine on the internet and it’s only getting bigger. With the video-loving public always on the rise, creating video content is the most effective way to expand your business. We’ve given you some great tips for creating cost-effective video content above, and without sounding too preachy, you’d best to take heed of them. If you need more convincing that we know our stuff, take a look at our other video-focused blogs here and here.

Customised landing pages are nothing new to the world of PPC ads. Clicking on the sponsored search result would take the person to the landing page from which they might go onto the rest of the site. However, building strong landing pages for category pages on e-commerce sites is becoming a priority in itself – with or without PPC activity. It was thought that the best way of doing things was to structure the site so that people could reach the content that they wanted in as few click as possible. That’s all good and well for customers with a specific product in mind. But what about everyone else? Users aren’t always sure of the specific products or services they’re after, maybe they’re looking to ‘browse’ or compare different styles, trends and sub-ranges. A page of products simply doesn’t tick that box.

A category landing page needs to almost be a homepage within itself. Say you ran an online fashion retailer. An example of a category landing could be one for dresses. It would act as a ‘homepage’ for the dress section of your business. You could use it to highlight seasonal trends or to showcase a lookbook of dresses in a certain colour – autumnal aubergine, let’s say. The page could differ from purely static content and include a widget that dynamically pulls in your blog content relating to dresses. You could equally well have category landing pages for jackets, trousers and accessories.

The most important thing a category landing page can do is to inform people of the products or services that a business can offer. There needs to be plenty of good text that informs your audience and prospective customers about your products. This has two benefits. Firstly, it will push you up the search engine rankings. The average page at the top of Google’s search results contains 1,890 words. The more text that is on your page, the more likely it is to show up at the top of results. Secondly, it offers the visitor to the site lots of information that they will find relevant to what they are looking for. Having a lot of text alone will not make it a successful category landing page; it needs to be good content in order to fulfil this two-fold function

Having text on a page is all well and good but, if it is organised into one huge block, very few people are going to take the time to read it. The text needs to be sectioned out across the page. ‘Read more’ buttons can be used to hide some of the text if necessary, allowing the user to only really see information that is relevant to what they want to find out (in short: information they can be bothered to read).

The best landing pages have more than just well-organised text. They have a mix of content forms. Good, varied content also gives you the opportunity to organise your page in a way that works aesthetically. Images and video content are important as they enable the viewer to quickly scroll through your landing page to the place where they want to end up. Including videos and images on your landing page will increase your Google ranking. Pages with images outperform content without any images.

Category pages need to offer your users a broad range of propositions. You need to give them the content that they want to read as well as pointing them to information that will inform them further. These pages need to be guides to your business and product rather than pages that are constantly pushing the user to convert. This may seem slightly counterintuitive but, by not constantly trying to get visitors to your site to convert and by educating them instead, you will create informed users. Getting people to engage with your brand in this way will lead to a longer-term, more valuable increase in sales and consumer loyalty. Users who feel like they have been educated by your site are far more likely to be loyal to your brand and to potentially become its long-term advocates.

Users who reach your site for something very specific – a floral print knotted dress, let’s say – don’t want educating, they’re well informed, they’ve finished browsing and know what they want. In these instances, give them what they want and give it to them quickly. Show them the product and how they can convert.

There are multiple benefits to category landing pages. They encouraging greater brand loyalty, push you up Google’s search rankings and educate people about your products. This will all serve to increase the traffic to your site and improve the brand loyalty of your customers.

Put simply, the inverted pyramid is a way of structuring written, digital content that you produce. It allows you to prioritise content so that, as a whole, the piece reads well and is coherent. It is a structure that has been borrowed from journalism and adapted slightly so that it is more applicable to digital content creation.

The standard approach to this sees the writer start with the most interesting or stand-out feature of the event they are writing about. This is called the ‘lead’. You need to explain what the happened as well as giving information that will compel a reader to continue with your piece. The next section should be the ‘details.’ Use this section to expand on the ‘lead,’ moving from a general overview to a more specific recitation of event. The final part of the pyramid is the ‘context’ section. This could cover anything from the history of what you are writing about to the more general circumstances in which the main event arose.

This works well for journalism and can be easily adapted to be equally, if not more, effective for digital content writing. The best way to deploy this in the digital world is to structure your copy around a question and answer format. Say you wanted to write about how to run a marketing campaign on LinkedIn. You could simply entitle your article ‘Marketing on LinkedIn.’ Alternatively, you could pose the question ‘How can I maximise the efficiency of a LinkedIn marketing campaign?’ Both could be written with exactly the same content – what would distinguish them is the structure. While the inverted pyramid method of content creation lends itself more easily to question responses, it can be used in an explanatory context too. Correctly structuring an article is just as key as the content and the inverted pyramid method allows you to do this with ease.

The first this to do in responding to a question is to actually answer it. This is the equivalent of the ‘lead’ section of the pyramid. Let people know how to market in the most effective way possible on LinkedIn. This should be broad picture stuff – give your reader the general gist of how to organise a successful campaign.

Following this should be a section on the details that support your answer. For example, if you assert the LinkedIn is the best platform for B2B marketing, this needs to be backed up with figures detailing how many businesses are on LinkedIn or another related fact that distinguishes it as the best platform for B2B. Backing up your answer with fact is the best way to lend credibility and authority to your answer. If you have done your own research and can contribute some original figures to the piece, put them in. It will make your writing stand out as more authoritative because you are not relying on external sources for your information.

Finally, in your ‘context’ section you should bring up sub-questions and other questions that may have been raised by the original question or your answer so far. This is your chance to further explore the topic in question and address other avenues of thought. Do not, however, just nebulously pose questions. Any sub-question that you bring up, you should respond to in some way whether this is by directly responding to it or suggesting how it might be addressed.

The inverted pyramid lends a structure to your written content but can also give a structure to the page on which it is located. By having the title, lead, details and context, your page is lent a natural structure that will allow for it to be favourably indexed by Google over a page that simply provides an answer and goes to no effort to explain it further. You could include a ‘learn more’ link at the bottom of the article that takes people to your related product or service pages to provide a natural call to action. Quality internal linking: tick.

In short: journalism’s inverted pyramid technique is useful for the digital sphere too. By having a clear structure to your writing, you don’t ramble as each section has a specific aim and goal, keeping your writing tight and structured. It benefits the reader as it leaves them with a clear picture of what you want to communicate, complete with the necessary details and background information.

Annotated Video – Incredibly important that all video content is annotated – 85% of video on Facebook is played without sound.

Split Test - Terrier Agency

A/B Split Test – Track which content/image/copy performs better in your ads, so that you can apply that understanding to future campaigns.

Attribution Modelling – Building a system that outlines what success really looks like for your brand to manage expectations/goals for the platform.

Analytics – Review information pulled in by the Facebook Pixel (see below) through Facebook Analytics to identify new audiences to target.

Business Manager – Making it easier for various people to create and manage your Facebook ad campaigns. Many hands make light work.

Custom AudiencesCustom audiences can be created from existing customer lists – your email database, for ex. – who you can then target with Facebook ads.

Custom Conversions – Add custom conversions so that you can create ads specifically for your personal website conversions website.

Diversify – It’s simple: Balance. Mix directly-sales based ads with different types of content-based ads.

Dynamic RemarketingUploading an Excel sheet of your most popular products will allow you to retarget customers/potential customers/clients with Facebook ads.

Event ManagerTracking events across your site = More information for Facebook about customer behaviour.Image result for purchase funnel

Frequency Cap – Keep ads/communications under a frequency of 3 to keep users engaged and costs down.

Funnel – Understanding which stage your targeted audience are at the purchase funnel model. Then you can target them with appropriate content.

Information – Make sure that your page has as much information about your brand as possible. Keep it short and confident – clearly state what your company or brand is about.

Landing Page Views – Depending on your goal, a guaranteed user seeing the page is often far more useful than a click.

Lookalike Audiences  – Always run them with additional targeting in place for maximum results.

Lead Generation – Using Lead Generation to capture users’ information(s) to use in future communications. Think: email addresses for future email marketing.

On-page Engagement – Increasing engagement on your brand Facebook page can increase organic reach, through Facebook’s algorithm.

Planning – Planning out your ads ahead of time allows you to dedicate more time in the ‘here and now’ to monitoring performance, building new audiences, using the data generated on other platforms/projects. Stay ahead of the curve.

Pixel – Putting Facebook’s remarketing pixel on your site is essential. It allows you to retarget users who visit your site.

Question Everything – Would you click on this ad? Would you read this piece of content? Would that copy resonate with you? Question everything.

Radius Targeting – Putting radiuses around relevant locations – a pub where your beer is on sale, for ex. – allows you to run specific campaigns targeting customers/users that are highly relevant to your brand/project.

Reporting – Regularly updating people on the success of the campaigns so that key learnings and insights are understood and shared.

Sweepstake App – Data is power. Sweepstake apps are a great way of gathering it.

Willingness to Fail – It’s key that (at least) 20% of your budget goes to testing campaigns with new audiences, new functionality, new content – even if it fails.


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