Presented on March 7, 2013
Display advertising is so much more than just banners. With text ads, images, videos and rich media, marketers have many more display advertising options available to them than even just a few years ago. Add to that the myriad ways to target advertising to just the right audience, and you have a highly effective means of reaching more potential customers at the right time.
In this webinar, Search Mojo’s Sarah Lokitis and Casey Davenport take you through display advertising 101, giving you a tour of the top display advertising options available to you, and how you can best take advantage of them to pinpoint your audience and drive more leads and sales.
Presenters: Sarah Lokitis, Social Media Manager, Search Mojo and Casey Davenport, Account Manager, Search Mojo
Presented on March 7, 2013
Hi everyone. Welcome and thank you for coming to today’s webinar, Not Your Father’s Advertising – The New Face of Display. I’m Alex Katzen, Public Relations Manager at Search Mojo and I’ll be serving as your moderator for today’s webinar.
I have just a few reminders before we begin. There will be a Q&A at the end of today’s webinar, so if you have any questions for our presenters please enter them in the Go To webinar questions box at the right of your screen. Also, as always, we are recording this webinar and once the full recording is available you’ll receive a follow up email which will be early next week at the latest.
Finally, we encourage you to tweet about any interesting insights or takeaways you’d like to share from today’s presentation. So if you do, please use the hash tag #mojowebinar. Plus you can also follow us on Twitter at @searchmojo.
Now I’d like introduce our presenters for today. Sarah Lokitis served as Social Media Manager at Search Mojo advising clients on social media best practices for SEO, as well as strategizing and implementing Facebook and LinkedIn advertising campaigns. Sarah writes for the Search Mojo Blog, Social Media Today, sarahlokitis.com and Social Media Examiner. She has presented at Search Marketing Expo Toronto, the McIntire School of Commerce at the University of Virginia, and Charlesville She Blogs.
Casey Davenport currently serves as an account manager at Search Mojo. She graduated from James Madison University, with degrees in computer information systems and marketing. Prior to joining Search Mojo she worked on the portal development team at MSN Arabia and the product management team at Time Warner Cable. She enjoys running, reading, and eating tacos.
A little bit about Search Mojo; the company was founded in 2005 and specializes in all things search marketing including SEO, pay-per-click, social media advertising, online reputation management, and content marketing. Search Mojo is headquartered in Charlesville, Virginia and we also have an office in Charleston, South Carolina. We’ve been featured in several marketing publications and blogs, and we also speak at several conferences, including SMX, Marketing Profs, and PubCon. We are also Google Ad Word certified. Our clients include a variety of B2V and consumer brands, non-profit organizations and educational institutions. And now I’ll turn it over to Sarah.
Thanks, Alex, and thanks for joining us today. This webinar is called Not Your Father’s Advertising, because in the past few years display advertising has really advanced with the ability to target audiences on a very granular level. Display advertisers don’t have to push their messages out to the masses and hope that it sticks with someone.
And so, Facebook, Google, and LinkedIn offer a variety of display advertisement marketing methods to put the power directly into the hands of marketers to deliver the right message to the right people at the right time. Today we want to show you how marketers can take advantage of how sophisticated these ads have become by using information people share, online behavior, meaning the websites visited and searched for, along with ads that are relevant to the content that is viewed online. Display advertising is often demand generation, but with the targeting options we are about to show you, you can also tie into the demand fulfillment that search is so good at. So, Alex, how about a quick poll before we jump in.
Thank you, Sarah. Okay, have you utilized display advertising through the Google Display Network? Yes, or currently running display ads. We’ve tried them before but they didn’t work for us. I’ve never run any display advertising campaigns, or I don’t know. And I’ll give you a few seconds to select your answer. Okay, I’m going to close the poll. And it looks like most of you have never run any display advertising campaigns. So now I’ll hand it over to Casey so she can give you a primer on Google display ads.
Thanks, Alex. All right, so now that we’ve talked about the reasons why you should use display, let’s take a look at the types of advertisements that you can use on the Google Display Network.
Google allows you to use text ads, image ads, video ads, and rich media ads on sites within the Google Display Network. Depending on the layout and structure of the site certain sites only allow for specific types of display advertisement or focus more heavily on one than others. For example, in my experience About.com, a site within the Google Display Network, focuses heavily on text ads, whereas Whether.com, another site in the Google Display Network utilizes mostly image and rich media ads.
Now let’s take a look at what some of these ads actually look like. So, text ads are the traditional, text ads seen in search, and they have the same characteristic limit as search as well; 25 characters in the headline, 35 in line one, and 35 in line two. Here, we can see an example of a text ad on About.com.
Image ads are static images that appear alongside content on the Google Display Network, as seen at the top of this screen shot from the Cloud Times website. Now image ads can come in all shapes and sizes from short and wide leader boards as seen in the Cloud Times example previously to 250 x 250 squares, to 1.20 x 600 skyscrapers. In my experience it is worth it to build out your display ads in every shape and size in order to increase a likelihood that your ads will fit into as many website designs as possible. On to rich media ads: Google defines rich media ads as video ads, flash animated ads, and ads that mix text, animated content, and designs. This type of ad can be a refreshing change from static image ads, and the animation can often catch the viewer’s eye.
On to video ads, advertising with video has evolved quite a bit over the past couple years. One way to pair display network and video ads is to utilize click to play video ads within text. You can also advertise on YouTube, both in video with an overlay message at the bottom of the video, as seen in the example above with the track not provided; or you can also advertise in stream. In stream advertisements on YouTube are those ads that are played at the beginning or end of YouTube content. So, now that we’ve learned what types of advertisements we can use let’s move on to the fun stuff, how we can manage and target our ads.
Advertisers can target their ads both by the who and the where. In order to increase the likelihood that your ad shows to individuals who are interested in what you have to offer you can utilize remarketing, demographic targeting, and interest categories. In a more indirect way of qualifying whether your ad should show or not you can manage by display network placement, contextual keywords, or page topic. These more indirect methods are great because if you don’t have as much first-hand information about the person we can infer that someone that browses say, Cloud Times.org or other websites with cloud-based content might be qualified to be interested in your cloud computing services.
The first way of targeting we’ll talk about is remarketing. Remarketing is a great advertising tactic because it allows you to recycle those qualified visitors that might not have been ready to convert when they first visited your site. Remarketing allows you to serve ads to people that have previously visited your site by placing a cookie on their browser. When creating your remarketing campaigns you can determine the length of that cookie duration. Depending on the client, we typically think the length of time a visitor is still qualified to maintain a cookie is about 60 to 90 days. Once you set up your remarketing list and launch your remarketing campaigns you’re ads will begin showing to people as they browse pages all over the display network, ensuring that your brand stays top of mind so that when the visitor is ready to convert your ad is right there. And I included a picture of Cookie Monster here because although we are not talking about that kind of cookie, as marketers I think it’s safe to say that we get just as excited about remarketing cookies as the Cookie Monster does for real cookies.
And just to visualize this, here is a possible remarketing flow. Let’s say you’re targeting dog lovers on Facebook with Facebook ads. If one of those target dog lovers clicks one of your ads they will land on your dog products landing page. Once they land on this page you can cookie them and market to them as a dog lover. Whether they convert at the time or not, for your next big promotion you’ll have a bucket of dog lovers to display your ad to.
And for a real life example, last Friday I really wanted to order a pizza from Domino’s. I made it all the way to the checkout and then I sadly was convinced that my friend should be healthy and make fish and vegetables for dinner instead. The Domino’s did not like that. They must have placed a remarketing cookie on my browser at the checkout, because ever since that fateful night Domino’s Pizza ads have been following me all over the Internet. So far I’ve held out and not gotten Domino’s, but I fear those ads are going to convince me soon.
One thing to note is that advertisers can set frequency capping so ads only show to an individual a specified number of times per day. Finding that sweet spot here is really key to not make people feel ad fatigue and become blind to your ads.
Moving on to demographics; so, using a combination of Google Plus Search Patterns and websites a person visits, Google makes its best guess as to what an individual’s demographic data is. On the Google Display Network you can opt to target the gender of male, female, and unknown. A situation in which Google has not yet been able to determine an individual’s gender; in my experience about 40% to 50% of clicks received come from an unknown, so at least for the beginning of the campaign it is wise to keep that box checked to see what kind of performance you get.
Along the same lines as gender, Google allows you to specify a certain approximate age range to target. Just like gender this information is not always 100% accurate, but this can be great if you know your target audience is on the polar end of a certain age spectrum. For example, if you’re advertising early retirement programs and you know you only want to target individuals around the ages of 50 plus, age demographic data is a great way to increase the likelihood of spending money on only those in your target age range. Just like with gender, I would always recommend opening a target to all ages, including unknown at first, to really judge performance data before making any final decisions.
Moving on to interests. So, Google has over 1,600 interest categories you can choose a target from. And Google associates visitors with an interest category for about 30 days. This can change depending on the websites they visit and searches that they make. Ads reach people interested in products and services similar to those of your business offering, even when these people are browsing websites or using apps not directly related to these products and services.
So, if all this talk about assigning ages, genders, and interests got you wondering, I wonder what Google thinks about me. Fear not; Google makes all this information available to you as Google.com/ad/preferences. As you can see this is actually pretty accurate information–for me, at least. It has decided I’m interested in SEO and marketing, and it has also identified that I’m interested in Virginia, which is the state that I live in. The demographic data is pretty spot on in that regard.
If you do not want Google to know this information or would like to give Google better data to work with to make sure the ads you do receive are more tailored to you, you can remove any of this information or actually pick from a list of interests and add any that might apply to you. For keyword contextual targeting advertisers can submit a list of keywords relevant to their ad and Google will show the advertiser’s ad on any placement that is deemed contextually relevant. It is likely that in the example above these ads on About.com utilize keyword contextual targeting for the keyword dogs. Using keyword contextual targeting is a way to indirectly qualify clicks, because it is likely that if a person is browsing a page relevant to your keywords they are likely interested in that topic.
The fun thing about the Display Network is that you can mix and match any of the targeting methods I mentioned above. For example, you can remarket only to people that visited your site and are age 65 and up, or you can target only females that have shown an interest in dogs over the past 30 days, or in a more extreme example, you can combine all the targeting methods and advertise only on dog-related pages to people that have shown an interest in dogs, have visited your site before, and been cookied through remarketing, age ranges 25 to 44, and female. And it’s important to note that as you combine more targeting methods the potential reach decreases, as there are less and less people who meet all of the criteria specified. However, if the advertiser can successfully identify such a sweet spot it is worth it to risk less reach if the visitors at the ads do reach or are extremely qualified, or are more likely to convert.
Another aspect of display advertising you can control is placements. There are two types of placement–automatic and managed. Automatic placements are determined by Google and qualified by all other targeting methods. So when Google is deciding which ad to place on a specific placement they look at all the pages that meet the criteria for that page. For example, if your advertising campaign uses keyword contextual targeting around the phrase ‘dog food’, automatic placement will automatically locate all relevant pages within the Display Network that are relevant to that keyword.
Managed placements on the other hand are defined by the advertiser. If going into a campaign the advertiser knows that they want their ad to show on a specific publication they can manually opt to advertise on those placements. Having said that, if you don’t know where you would like your ad to show up going into a campaign but you’d like to browse for what’s available, you can always use Google’s placement tool to browse the index of websites on the Display Network to identify publications or website that you think would be good to add as managed placements. And you can see in this example for the keyword search ‘shoes’ the placement tool showed us that we can advertise on About.com’s show section, Running Shoes Guru.com, and many other places.
One feature that we don’t use particularly often is the topics targeting method. Similar to keyword contextual targeting, topic targeting allows your ads to be eligible to appear on pages on the Google Display Network that have content related to your selected topics. This can be a useful targeting method, particularly combined with managed placements. So if, for instance, if you’re advertising on Washington Post.com as a placement, you can opt to advertise within the topic of technology so that your ads only show up within technology topic pages on Washington Post.com. Targeting by topic is recommended if you’d like to reach a broad audience quickly. These ads tend to spend a lot of money and reach a lot of people and are not always as closely refined as other targeting methods, so make sure that you cap your budget on ads that use this targeting method.
In the previous slides I talked about how to optimize and manage where your ads show. One way to manage where your ads to not show is through a category exclusion. Using category exclusions advertisers can exclude pages with content from a multitude of categories: such as, profanity and rough language, or death and tragedy, or juvenile and bizarre content. This is just another tool that can help you further define your campaigns and garner control over exactly where your ads show.
So, I have discussed Display Network Targeting through remarketing, demographics, interests, keyword contextual targeting, placement, and topics. Now that we have learned how you can target visitors I would like to leave you with one final piece of advice about optimizing for performance. For pretty much each targeting method you can edit the maximum price you’re willing to pay for that specific targeting method’s clicks. So say, for instance, after running your campaigns for about three months you have found that the 35 to 44 age group does convert, but not at as low a cost for conversion as some other age groups. Since you’ve determined that a click from someone in that 35 to 44 age group is not as valuable as many of the other age groups, you can decrease the maximum cost per click you are willing to pay, thereby making yourself less competitive for people in that age group.
On the flip side, for those target groups that are very effective, such as people with the interests in social media, for example, you can increase your maximum cost per click in an effort to increase impressions, clicks, and overall competitiveness for the impression share of those individuals.
Now that I’ve gone over how to manage and optimize ads on the Display Network, I’ll pass it off to Sarah to talk about display advertising on Facebook. But first, let’s do a quick poll. Alex.
Thanks, Casey. All right, we’re going to launch our second poll. Have you ever run ads through Facebook or LinkedIn? Yes, we’re currently running ads through one of these sites. We’ve tried them before, but they didn’t work for us. No, we’ve never run ads through Facebook or LinkedIn; or, I don’t know. And I’ll give you a couple of seconds to answer this poll. Okay, now I’m turning the poll off. It looks like the majority of you have never run ads through Facebook or LinkedIn. Well, that’s good; so now I can hand it off to Sarah and she can give you some information about all of that. Sarah.
Thanks, Alex. Since Facebook’s IPO it sure feels like every day a new ad format is introduced as Facebook works to discover the best way to monetize their product. From sponsored stories to Facebook exchange all delve into some of the more basic formats. There are too many to cover today, as well as covering some of the possibilities for targeting to provide the most value for your goals.
The first type of ad unit I will cover for Facebook are what is known as Facebook ads. It’s confusing, since you may think that all Facebook ads are Facebook ads, but they are not. They are also called marketplace ads, and typically send users to landing pages outside of Facebook for conversions. And you can choose the headline, body copy, and images, as well as targeting. And you can also send these ads to your Facebook page. Basically these ads are the standard ad unit that has been on the right side of Facebook for a long time with no social ad features.
The next ad units gets much more social, and tend to lead to a lot of engagement on the specific story that is shared, because people tend to like things their friends like on Facebook, as they seem like an endorsement. Sponsored stories are paid organic, as in advertisers can pay to promote organic actions that happen on the page. They are page likes stories that show when a user likes your Facebook brand page; page post like stories that show when users like a post published to your pages, as well. There is also offer claimed stories, page comment stories, and you get the drift.
Some of the other ad formats; the one on the right here is a sponsor page post ad. So now that we’re looking at page post ads, they are ads created to feature a specific page post, but this ad type can be shown to users who are not among current fans. Page post ads provide marketers with the ability to target to any users on Facebook use parameters, such as demographics or interests. Page post ads offer the same placement options as sponsored stories.
So you may have seen promoted posts before, especially if you manage a Facebook page. But this ad type is placed through the Admin Access on the brands’ timeline. The primary goal of this ad type is to increase the reach of the post made to the brand timeline among current fans to combat a drink and increase visibility in engagement. You just click the post to promote it; enter the budget and Facebook does the rest, which does take away some of the control in bid management. For instance, you’re not able to change the copy once you generate this ad. So, especially when posting things on your wall, keep in mind to make the copy of the post as engaging as possible to get people to click on your ad.
These ads can lead to either an external link or another part of your Facebook page, and this is dependent on what kind of offer you post on your Facebook page. If you post a photo, and sponsor that photo, clicking the ad can be lead to your photo album, or you could send the user off of Facebook onto your own landing page by posting a link to an external page.
Now let’s take a look at sponsored results. Facebook recently came out with a new form of advertising called sponsored results. And this is able to be set up through Power Editor, which is Facebook’s editing tool, similar to Adwords Editor, if you’re more in the search world, to sponsor results in the search bar on Facebook. With a sponsored result your page app or event will appear in search results when people search for certain profiles that you’ve bid on. Now with the rollout of graph search Facebook’s challenge to Google, if you will, sponsored results may have more prominence as user begin to Facebook more for search.
Similar to marketplace ads, Facebook exchange ads direct the user to a landing page outside of Facebook. These ads are run through a display provider operating on the Facebook exchange and because three ad types are run through a display exchange marketers can utilize retargeting just like other display ads that Casey explained. However, with Google, as she was talking about, Google does not have access to Facebook’s ad targeting and all of the user profiles. So it’s a little bit different, because you can get into the Facebook network.
Facebook exchange ads tend to have a higher conversion rate than marketplace ads, because users may be already interested in your brand. They have already visited your website, but maybe you want to target them because they haven’t taken that next step in the buying cycle. So you want to reach out to them again. And like Casey explained, a retargeted ad can help move that person down the funnel and eventually become a customer, buy your product, etc. These ads appear in the right side on the Facebook profile, instead of the news feed ad sponsored stories.
Now let’s take a look at Facebook.com/ad/adboard. This is what I see, when I got to this page and it’s just the ads that are targeted to me based on what I’ve given them in my profile, or where I’ve been online. And you know, as I discussed, there are so many different ad types on Facebook, but like any other form of advertising, the ad type you choose should be dictated by your marketing goals, or your goals engagement, are they growth, lead generation, conversion. Once you can figure that out you can really pick and select the appropriate ad type from Facebook. For instance, if you want to get users more engaged with your content take a look at page post like stories, or page post ads.
If you want to grow your fan base try a page like sponsored story, because that will increase the number of likes on your page. But also if your goal is to get user to complete an action on your site I’d really recommend experimenting with marketplace ads, or the Facebook exchange ads.
So now let’s dig into the nitty gritty targeting of Facebook. This is really powerful, because people on Facebook will tell you everything. They will tell you things that they probably shouldn’t. So you can target by location, country to city, age and gender, and if your business has a local audience it makes sense to only target those ads to the people in your area, so you can certainly do that. Also Facebook allows you to target by interests to help you find people who are qualified for your business. You can target cat lovers with cat products, as I’ve identified here; Rolex interest for other luxury products. Maybe a Justin Timberlake concert tickets to women in their 20s, and more. The opportunities are really endless.
Facebook will also share the size of the audience in the upper right corner, as you can see here. And while you want to make sure you’re targeting the right audience, and a very targeted audience, if the volume is very low you may want to think of broadening it a bit, especially to improve your visibility to reach your goals. Also, based on your goals, you may want to target those who are already connected to your page or maybe they’re not connected to your page, and you can even target the friends of connections if you want to, if your fans maybe have friends who would be interested in a similar thing.
But I’d also like to argue, Facebook targeting is for B2B, to; it’s not just LinkedIn or search for B2B. Good professionals don’t stop being good professionals when they’re off duty playing on Facebook. Facebook has workplace targeting, college targeting, etc., and while they don’t offer the options available on LinkedIn, which I’ll discuss in a moment, they offer opportunities to target interest in job titles, job functions, and positions that a B2B marketer cares about. So now that I’ve dug into Facebook display ads, I’ll jump into LinkedIn and give you some background for that, for the power of B2B lead generation on LinkedIn.
If you’re a B2B company, it’s important to diversify the way you reach your audience or potential customers. You should always keep experimenting to find what works best for your business. A great form of display advertising that is improving and continues to improve is LinkedIn. So there is a lot of potential to find those specific professional groups in contrast to Facebook. Because users on LinkedIn are visiting LinkedIn with the professional mindset, and may in turn be more willing to receive business messages. You can think about when you visit LinkedIn or you’re going there to learn about your industry, and maybe read some articles, connect with people in your customer base, network to find jobs, etc. Those are all pretty professional tasks.
And LinkedIn now has 200 million members, and while this does not mean active users LinkedIn has grown very rapidly and has a lot of potential to track down your target audience. With LinkedIn ads you’re reaching an audience that has a lot of influence, and so you want to figure out who you want to target first.
But now that you’ve identified who your target persona is take advantage of the crazy specific targeting options. On LinkedIn you can use the LinkedIn Marketing Solution, which shows display and social ads. And they are more the ad format that Casey was showing earlier, maybe a 250 x 250 pixel image. There can be some movement, or animation within that image. But there is a high cost to get involved at this. So you want to make sure that you’re ready to jump in for that, and I’d recommend first getting involved at the LinkedIn Self-Serve Ads. Now these are text ads with a small image, and no minimum spend. And you can use a cost-per-click method, which is what I recommend, because you can show it to a lot of people, but you only really care about the people who are going to click and convert.
So as I’ve said, there’s a lot of potential to target these people, and maybe some ideas of targeting that you haven’t thought of before when you’re defining your personas. And so, there’s location, company size, company name, job title, function, seniority, as well as schools, skills, which is becoming a more effective way to target because people are getting endorsed and more likely to fill out that part of their profile than previously. And then also there’s gender and age, which maybe aren’t the best places to target people, because that’s not something that, especially age, that every job or every person online wants people to know.
And I want to draw attention to group targeting. This is a gold mine for LinkedIn ads, because the more people that are involved in groups really understand LinkedIn potential and they are more likely to be the kinds of people that sign into LinkedIn and are receptive to those ads and calls to action. Not everyone on LinkedIn is active; a lot of people set up their profile and forget it. But people who are involved in groups really get it and are active on this platform and want to network and find the right answer to their question. But, like with display, as Casey discussed on Google Adwords, you can find the targeting sweet spot with LinkedIn. You can target based on the groups or company size, but you can also combine those to find the targeting sweet spot, and just see what works best. I just recommend continuing to test and test to see who is really receptive, and once you get those leads, which is the quality lead that you want once you qualify them through a marketing automation system, or something like Sales Force. You want to make sure that your advertising is very effective.
Also, to dig into the anatomy of a LinkedIn ad, these ads appear on various places on the site, and they are roughly the same idea of a Google Search ad, with 25 character headline and a 75 character body copy. So every character counts. What’s better, I would say, than Search Ads is you get a little image with this ad and so you can test what images work best for you. You can see here there are different logos, or smiling faces, or just different colors that maybe could draw attention. And so we really recommend experimenting with what works for you, what really fits your ad. And typically a smiling face can get users to click and find you. I also encourage you to be aware that LinkedIn is really blue and gray, so maybe a blue ad isn’t going to draw as much attention as something orange or red, for instance.
And finally, I wanted to discuss that it’s really important to monitor your performance. You can use Google Analytics, and a Google Display has their own conversion tools. But you really want to see what’s effective for you, you know. If you’re investing a budget, you want to know if Facebook or LinkedIn is better for my target audience. And you may quickly be able to determine that just based on the history of your engagement in the past. And while LinkedIn doesn’t have its own conversion tracking at this time I’d recommend using Google Analytics URL builder. Facebook just came out with a conversion tracking snip- it code so that will be wonderful to see how that changes, since people can more easily approve an ROI of Facebook. And so, again, thanks for listening, and I’ll pass this back to Alex to wrap up and get started with the Q&A.
Thanks, Sarah. We’ll be answering your questions shortly so don’t forget to enter them in the questions box at the right of your screen. First, I’d like to let you know about our next webinar, Monitoring and Managing and Maintaining Your Company’s Online Reputation, which will be two weeks from today on Thursday, March 21st at 2:00 p.m. Eastern Standard Time. That will be presented by our own Janet Driscoll Miller, Andy Beal of Tracker, and Christopher Gatewood of Threshold Counsel. You can register for this webinar today at Search-Mojo.com/orm. If you’re interested in hearing more about Search Mojo’s services then we’d love to hear from you. You can get in touch with us at the email address and phone number shown here. And if you’d like to get in touch with today’s presenters here are several ways you can contact both Sarah and Casey. So let’s get started with answering a few of your questions. Casey, you mentioned earlier about building remarketing lists. What exactly are those?
Great question; a remarketing list is just the list of all of the individuals that have been cookied. Now we can’t see that list, but as the cookie gets placed on more and more browsers your list grows and grows. So within the advertising interface you can see the total number of people in that list. And you do need at least 100 visitors in the list on Google to launch a remarketing campaign.
Okay, thank you. We have another question. Does Google’s interest include B2B elements? And I’ll hand this one over to Casey again.
I think they do; from what I’ve seen they include elements such as, say you are a B2B company that focuses on technology. You can target individuals who are interested in network and network monitoring, cloud services, server monitoring, I think is one of the interests. While these are consumer-based interests, they can still be applied in a B2B fashion.
Awesome. All right, and this one looks like a good one for Sarah. Is Facebook advertising charged on pay per click?
You can use Facebook advertising in a couple of different methods. They have cost per click, so you pay every time somebody clicks it. They have costs per thousand impressions, and then they also have a different format where you can choose, and Facebook will advertise using a cost per thousand impression method to those people that they think are more likely to click on your ad, based on the user’s actions on Facebook. And this I would assume is based, maybe if you have a friend or somebody you know who likes everything on Facebook. And those people are more likely to click an ad than somebody who just goes on and messages with their friends on occasion. So, thank you, Alex.
Thank you, Sarah. We have one more question, the last one for the day. What is the difference between Google Adwords and Google Display Ads? Casey?
A good question. So Google Adwords is the general name of the entire advertising platform that Google offers. Within Google Adwords you can advertise either on the Search Network or the Display Network. And the Search Network as opposed to the Display Network is what you see when you go to Google.com and search for the best pizza in town. You’ll find text ads, and that’s on the Search side of things.
Great, thanks for answering all these questions; and that about wraps it up for our webinar. So, thank you so much for attending today. And we hope to hear from you, we hope to see you at our next webinar. Have a good day.