Alex & Paige recently ran a workshop at BIGSOUND Conference around digital advertising for venues, labels, managers, festivals and tours. Due to popular demand, the masterclass was fully booked out, so we’ve decided to re-run the class as a webinar this Wednesday October 5! RSVP here to stream the webinar as it happens on Wednesday evening, or watch it post-event.
Already RSVPed? We’ll be talking through various channels that we often use in our campaigns, and you may get more out of the workshop if you have a quick look through the resources for Facebook Ads Manager, including Instagram, plus the Google Display Network, Google Search Network and YouTube to familiarise yourself.
Also cast your eyes over the below advertising terms in case you aren’t familiar with them:
- Ad Group is a targeting group for Google Adwords (Display, Search & YouTube).
- Ad Set refers to advertising targeting groups for Facebook and Instagram.
- Bounce Rate: A “bounce” is a website visit in which the visitor looked only at the single page they landed on, did not interact with it, and then left the site.
- Conversion refers to someone clicking your ad and then taking an action that you’ve defined as valuable to your business (signing up for a newsletter, making a purchase).
- Conversion Pixel is a usually transparent 1×1 image pixel placed on a web page (such as a thank-you page) which is triggered whenever a conversion occurs.
- Cost Per Conversion is how much each conversion from advertising costs you. Lower is better.
- CPC (Cost Per Click) is the amount incurred each time someone clicks on your ad. Lower is better.
- CPM (Cost per Thousand Impressions) is how much each thousand impressions costs you. Particularly important for advertising where your main objective is awareness. Lower is better.
- CTR (Click Through Rate) is the portion of people who see your ad and click on it. Higher is better.
- CTA (Call To Action) is the instruction to the audience to provoke an immediate response, usually using an imperative verb such as “Book Now”, “Find Out More” or “Sign Up”.
- Frequency is the number of times a consumer sees your advertisement on average. There is no goal number across the board, as this depends on your targeting group sizes and your campaign objectives.
- Impressions refer to how many times your ad was served. If 100 people see your ads 5 times, that would equate to 500 impressions.
- Lookalike Audience targets people who are similar to your existing customers which helps improve your conversion rates.
- Pay Per Click (PPC) is payment based on the number of clicks received in a campaign.
- Reach indicates how many individual people saw your ad, regardless of how many times.
- Re-targeting/Re-marketing serving ads to people who have previously visited your website.
- ROI or Return on Investment is calculated by profit directly from advertising divided by ad spend.
See you on Wednesday!