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Google Ads: What are the pros and cons?

Wednesday, 07 December 2022

Launching a website is just the beginning of everything in e-commerce. Driving people to the site and maintaining traffic is the next big challenge. Google launched Google Ads specifically for this reason. It’s a platform that allows people to launch pay-per-click advertisements sprinkled everywhere on the web for more visibility and a higher potential for engagement. If you have just started building your online presence, it’s worth exploring if Google Ads is right up your alley. After all, it costs money. Here is a list of the pros and cons of using Google Ads for your website.

What are the pros?

1. You reach the right customers

Advertising on a billboard is a hit or miss. You have no control over who will see it and if your products are even useful to them. Google has access to tons of data from all Internet users all over the world. This data is what direct targeting is based on. With Google Ads, you can directly target a specific demographic your wish to purchase your product.

2. You save time

Setting up an ad campaign is quick and easy. Using the most basic features of Google Ads doesn't require much time and expertise. You can set up an ad after researching a keyword, setting an ad budget, and adding a copy.

3. You can experiment

You can enjoy more precision and accuracy with your ads by testing which keywords work, what landing pages convert more visitors, or what your target customers put on the search bar.  You get to know your customers better by tapping on Google’s arsenal of real-time data.

4. You can work with a small budget

Google Ads can get expensive, but it’s not impossible to use it on a tight budget. Small but optimized campaigns can still work! You can input your budget and the maximum cost you are willing to pay per click. You can also customize when your ads are running and turn it off after a certain number of inquiries.

What are the cons?

1. Not all clicks become a conversion

So you pay Google for every click, right? That’s cool, but there are clicks that never convert simply because a user just clicked on an ad with zero intention of purchasing. This could be circumvented by adding enough negative keywords so that your ads have fewer chances of showing up on the wrong feeds.

2. You have to pay more for competitive keywords

Paying to be optimized for a specific keyword works well until there are five hundred of you who want the same thing. Keywords that have high demand cost more, so if you are in an industry where the competition is tough, a campaign can easily cost you thousands.

3. Ads effectivity is time-bound

As soon as your budget is spent, your ad is out. While the results with Google Ads are instant, it is worth looking into long-term investments like search engine optimization.

Final thoughts

It’s up to your budget and strategy if Google Ads is for you. Consider all pros and cons, and if you can, test it out to see if it’s worth it.


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Top AI tools you can use for free

Tuesday, 29 November 2022

One of the good things about technology is that it breaks barriers whether it is in communication, business processes, or simple things that affect your productivity. And an even better thing is that many developers are generous enough to offer their creations for free. Take a look at this list of free AI tools that will help you live life a little easier.

Salvage old photos with Hotpot AI

Hotpot AI is a helpful tool for restoring old photos and working on digital graphics in general. Simply get a digital copy of your old photo and upload it to The tool can help you eliminate scratches, sharpen the image, and repair gaps. It’s as easy as checking the “has scratch” button and the AI will automatically generate a scratch-free version of your photo.

Scrape and monitor data from any website with Browse AI

There is an endless exchange of data on the Internet every day and’s job is to make data extraction and monitoring as easy as clicking a button. In as fast as two minutes, you can get a list of all your competitors on YouTube, find a person’s social media links, and monitors hotel listings, reviews, and prices among many things. The AI will summarize all data in a downloadable spreadsheet for you to use.

Split audio tracks with Lalal AI

There are times when all you need is the instrumental of a song but you can’t get your hands on any audio for it. splits the vocals and all tracks for each instrument in any audio or video. It promises to separate tracks without damaging the file’s quality. So whether it is just the guitar, the drums, or the piano track that you want to retain, it’s possible with just a few clicks.

Create images from scratch with Dall-E 2

Dall-E 2 is the reverse of image-to-text technology. It took years for developers to make software that creates a unique image based on a string of text prompts. When creating a prompt, be as specific as you can and the AI will generate an image based on your text prompt. It’s like stock photos but customized.

Make creative videos with Synthesia

In the age of virtual meetings, sometimes it gets hard to channel your creativity through the screen. If you are making a presentation and want something different, you can use Synthesia to generate an AI video with a virtual character to present on your behalf. Select an avatar, upload your script, and generate a video of a talking avatar. It saves you time because, well, there will be no stuttering and word fillers and no awkward angles, and bad lighting. Plus, it’s available in over 60 languages.

These are just some of the free AI tools you can add to your productivity arsenal. These will significantly cut time and resources on your part. Fortunately, generous developers exist. Thank them by promoting their services to people you know.


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Top 5 Free Google Certifications for Upskilling in Digital Marketing

Wednesday, 23 November 2022

Due to the advent of the Internet, the world has welcomed a ton of job opportunities in tech, advertising, marketing, and design among many others. Digital marketing, in particular, has become a lucrative industry.  However, despite the plethora of job opportunities, the competition is tight. There is always a need to upskill and learn.

For those looking to break into the world of digital marketing, the Internet offers support, specifically Google. Google certifications are either paid or free online courses that can be taken up at one’s own pace. These certifications spice up any resume in the right field. The following are the top free Google courses to take for upskilling.

Digital Marketing Certification

Marketing has become one of the most difficult areas to master on the Internet. The elements that affect reach always change. The algorithm behind what ranks and shows up first on a search results page is practically a secret until now, save for the few hints that Google itself revealed.

Digital marketing courses from Google are a good source of knowledge on how to optimize search engines, use content, and website best practices. By the end of the course, one can expect to learn online business strategies, how to build an online presence, and more.

Ad Search Certification

Google ads are the counterpart of physical flyers and posters in the world of the Internet. Businesses spend thousands of dollars on making sure that their product and service ads show up in the most optimized spaces on the web.

Google’s ad search certification will help a student understand the fundamentals of advertising on Google and develop a strategy for increasing leads and sales.

Shopping Ads Certification

Google shopping ads allow businesses to display advertisements for their products and charge them based on the clicks the ads get. The course is helpful in understanding how to set up advertisement campaigns and increase conversion values. Google has dedicated channels and features for shopping ads like Smart Shopping and Google Merchant Center.

Analytics Individual Certification

This certification provides aspiring digital marketers with a thorough understanding of how the Google platform works. It is important for marketers to be able to analyze results and optimize them for businesses. Views, filters, campaign tracking, and goal tracking are essential elements of using Google Analytics. It’s essential for any business to understand how users interact with their website.

Ads Display Certification

The benefits of Google ads are in bringing brand awareness and maximizing the campaign budget of a business. The course will be helpful in understanding ways to maximize these benefits including knowledge of the types of ads that perform best on specific platforms.

All these courses are free and take a few hours to finish. An assessment is required after the course to get the certification. These certifications will certainly beef up the resume of anyone looking for a steady career in digital marketing be it as an ads specialist, a strategist, or a campaign manager.

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Evaluate your Facebook Ads using these KPIs

Wednesday, 16 November 2022

When you have successfully run Facebook ads for your business page, the job is not yet over. In fact, it’s just starting. Although Facebook has great tools to make ad targeting more accurate and thus increase your chances of reaching the right audience, you still have to monitor each ad’s performance.

The following are key performance indicators (KPIs) to help you evaluate the performance of your ads. These metrics will help you identify problem areas that you can improve on and strategies you can keep on implementing.

Click-through rate (CTR)

The click-through rate reflects how much interest an ad has generated in an audience. The number of people who clicked on an advertisement is measured against the number of people who saw the ad (also referred to as impressions). So if 20 people saw your ad and 5 people clicked on it, then that ad’s CTR is 25%. The higher the CTR, the better. It means that the ad resonates well with the target audience.

According to experts, you should strive for a CTR between 2-5%. However, the average CTR for Facebook ads is around 0.9%. To view your ads’ CTR, simply go to Facebook’s Ads Manager, go to the ‘Ads’ tab, then select ‘Performance and clicks.’

Cost-per-click (CPC)

The cost per click is the amount you are charged every time someone clicks on your ad. CPC varies a lot according to a few things. One is peak times. If your business is related to the holidays, you might get a higher CPC during the holiday season. The competitiveness of the industry you are in will also affect your CPC.

The average CPC for Facebook ads is around $1.72. Your ads’ CPC reflects the efficiency of your campaign. This is how much you are paying to get one user to your page, website, or app.

Cost-per-purchase (CPP)

Another metric to look at is the cost-per-purchase. You can get your CPP by dividing the total amount spent on ads by the total number of purchases. This reflects how effective the ads you run are to convert an audience to an actual paying customer.

When looking at the CPP, it’s important to take into account the AOV or average order value. To keep good profit margins, the CPP must be lower than your AOV.

Ad Relevance

Measuring your ads can’t get any more straightforward than checking their relevance. For every 500 impressions, Facebook calculates an ad’s relevance by how users interact with it. Quality Ranking judges your ad in comparison with other ads vying for the same audience. Engagement Rate Ranking evaluates your ad’s estimated engagement rate compared to ads for the same audience. And Conversion Rate Ranking looks at your ad’s estimated conversion rate vs competitors.

Facebook’s formula for computing these metrics is not known, however, these are important KPIs to measure how likely the audience will react to your call to action.

Final thoughts

It’s important to keep track of your ads for one reason: to make sure that your money and effort are being used well in targeting audiences

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How to maximize Google Drive for productivity

Monday, 07 November 2022

Google has become a powerhouse of productivity over the years. Google Drive, in particular, was one of the first game changers in storage and collaboration for students and those in the workforce. When it was launched, everybody was hooked on the new cloud technology in 2012. 10 years later, it has developed more helpful features, probably multiplying its power by ten times, which is a rough estimate. Below are some ways you can maximize the power of Google Drive.

Enable offline work

Sometimes, your internet connection could be better. You may be in the middle of accomplishing a document and your wi-fi disconnects. Or maybe you are on a flight and have a report to finish, but plane wi-fi is gold. One helpful feature in these situations is the offline feature of Google Drive where you can work on files even offline.

You can enable your Google Docs Editor on the G Suite admin to enjoy this. You may also use the Google Chrome browser so long as offline work is enabled. This feature is also available for mobile versions of Drive.

Use ‘Save to Google Drive Extension’

If you work a lot with images, it’s a hassle to download them to your PC and then upload them to your Google Drive. You can bypass the process by downloading a browser extension called ‘Save to Google Drive’. Saving is as easy as selecting the save option when you right-click on an image.

You can also save links to articles using this extension by doing the same process.

Attach documents to meeting links

If you need your teammates or classmates to read documents and review files before meeting with them online, you can do this easily with Google Hangouts and Drive. When sending calendar invites for the meeting, simply pre-load the attachments from your Google Drive.

Drive is also integrated within Hangouts, so you and your teammates can collaborate on files and presentations while the meeting is ongoing. It’s like you’re not far apart from each other.

Take advantage of add-ons

G Suite has a ton of add-ons available to you to enhance your Drive experience. Some of the best add-ons you can try are the following:

      PandaDoc for easily attaching digital signatures

      Thesaurus for replacing repetitive and boring words

       Consistency Checker for when you work on a file that uses, for example, another variation of the English language to make sure the spelling of words is consistent

Sending large files via Gmail

Gmail’s allowance for file size is a measly 25MB. You will need more than that often. Simply click on the Google Drive icon at the bottom of the email you are composing. This will let you select files directly from your Google Drive. The limit for file attachments from Google Drive is 15GB–a leap from the usual limit.

Final thoughts

Google Drive has transformed into a productivity and collaboration powerhouse. The above examples are just the tip of the iceberg. Explore more features as you work with Drive and work more efficiently than ever.

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The power of Facebook Ads: A/B Testing

Saturday, 05 November 2022

The evolution of marketing on Facebook has been nothing short of amazing. The social media giant first impressed the marketing world with its targeted advertising features where you can basically target the most specific categories under a population. So whether you want to target all women aged 30 living in Arizona or the same people but those who like romantic comedies, pizza, and have children aged 5 and under, it’s possible.

Remaining relevant to the fast-changing and dynamic advertising world, Facebook has yet another feature that makes advertising products and services as easy as possible–A/B Ads Testing

What is A/B Testing?

A/B Testing is also called split testing. It is a method by which you can know what type of ad performs better between two choices.

You might have encountered the dilemma of choosing between a video or an image for an ad. While many people say videos are better and have always outperformed images, you have reason to think that there are other factors that may affect their performances. For example, an ad about an ongoing discount promo may work well with images, but an ad about an event may work better with videos. However, all of these are just inferences until they are put to the test.

Split testing allows you to test these theories out. You can publish two or more versions of an ad with one variable to test which ad is more well-received by your target audience.

A/B Testing is not new. It has been around for a while as a tool for website developers. Split testing allows them to check which features make visitors stay longer on a website.

Facebook looks at the early results of your ads and comes up with a confidence percentage. It statistically computes which version of an ad will most likely be liable for your audience and base the winner on this.

What variables can you test?

The answer is pretty much everything. You can test your calls to action, copies, content format (image vs. video), ad placement, graphics, audience, and even products.

What are the benefits of split testing?

The biggest benefit of this feature is cost-cutting. If you would do trial and error with all the ad formats and versions you have in mind, you would be blowing away tons of money. By automating the process, Facebook saves you from this unnecessary expense.

In return, you have an increased conversion rate for a lower cost. At the same time, you can use the results of your A/B Tests to test your current marketing strategies.

How do you set up a basic A/B Test?

All the magic happens on Facebook Ad Manager. First, you have to figure out what you want to test. Ann then, you have to decide on what metrics to use to evaluate what constitutes a good ad performance. Set up your A and B versions. Run the test then evaluate.

You will have to go through a steep learning curve when running Facebook ads, but the good news is that Facebook also has automated this process for you. You can set up your split test and forget about it. Facebook will run the split test and automatically post the winner.

Whether you will ruin your split test manually or leave the process to Facebook, it is a feature that will surely help you fast-track your Facebook marketing success.


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Facebook Ads and the Power of a Good Copy

Monday, 24 October 2022

Almost 3 billion people around the planet actively use Facebook daily. This should be reason enough why you should run Facebook ads to market your business online.

No doubt, Facebook's ad targeting is effective at reaching the right demographic for your product and service. You can get as specific as age ranges, locations, and interests. For example, if you want to target 30-year-old females living in Utah who have an interest in crocheting, you can do so.

But before you think of putting aside a budget for running ads on Facebook, you must start by making a good copy that will further increase your chances of converting Facebook users to business customers. Here is how.

Be clear with who you target

Your sales funnel must be clear to me when you start to advertise. Remember that persuasive communication evolves around the target. Which customers are you targeting with a specific Facebook ad that you are making?

If you target people at the top of the sales funnel, those who do not know the benefits of your business yet, will not be enticed with a copy that sells them the product already. It’s a mismatch. Instead, it must focus on introducing what the product or service is all about.

Use storytelling

Even before Facebook was invented, storytelling had long been a proven tool to persuade, sell, and advertise. What it does is make the audience relate to a situation, a problem, a need, or a desire.

For example, in an ad copy, get the audience’s attention with a short anecdote of a relatable scenario. If you sell teeth cleaning products, you can start with a line that goes like, “Are you still stopping yourself from smiling because of your stained teeth?” A line like this will resonate immediately with the right audience, people who need teeth-cleaning products. Then proceed by using empathy, and letting them know you understand what they feel. Finally, offer a solution. Showcase what your product can do and how positively it’s going to affect their smile and their social interactions.

Keep it short

Every new generation comes with a shorter attention span than the one they followed. It makes sense to keep copies short and punchy. If you can’t deliver your ad in a few words or lines, scratch it, and make a new one.

People on the internet depend a lot on visuals. They see a block of text, they tend to scroll down as fast as they can. The effective use of white space will help you catch your audience’s attention.

Add a call-to-action

A call-to-action (CTA) gives the reader an idea about what they can do next after learning a piece of information. Facebook allows you to customize buttons for CTAs.

Finally, when your copy is ready, utilize the features of Facebook such as A/B Testing where you can run a set of two ads and Facebook will publish the one that gets more reactions and engagements.

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How to Utilize Instagram for Business

Monday, 17 October 2022

Can you use Instagram for business? Of course, you can! Every social media giant right now is equipped with features and tools to help business owners promote their products or services. Some even double as an actual e-commerce sites. Instagram is no exception.

Why Instagram?

Clearly, Instagram has gone from a photo and video-sharing platform to a well-rounded entertainment and marketing tool. And the main reason why business owners should not sleep on Instagram’s ability to be an effective marketing tool lies in numbers. The platform has 1 billion active users as of 2022. The largest demographic of users is shared by young adults between the ages of 18 to 24. Adults from ages 25 to 34 also have a fair share of Instagram traffic.

Reports also found that the engagement rate is better on Instagram than on Facebook or Twitter. On Instagram, the numbers dance around 4% in engagement with followers. This is a feat hard to achieve on the other two platforms with only a 0.1% engagement rate.

A dedicated business profile on Instagram gives you access to page insights about how your followers engage with the content you put out as well as other benchmarks for content performance.

If you are new to this, you have no reason to not create an Instagram business profile right now which is the very first stop to effective IG marketing. 

Set up a business profile

If you have a personal Instagram that already has a considerable following, you can simply convert it to a business account. Simply go to your account settings and tap on “Switch to Business Account.”

This single step will convert your personal profile into a business page.

Make your feed visually appealing

Instagram is all about aesthetics. Make sure to dedicate time curating a decent-looking feed. Remember that marketing on Instagram means you are targeting the younger generations, those who are used to high-quality and appealing pictures and videos.

Most times, it takes a single captivating photo to take a user to your profile so they will browse your other pictures and content.

Make use of all features

Other than the posts you make on your feed, don’t sleep on Instagram Stories and Reels. You may have to use a different tone with your posts, stories, and reels. Feed posts can be formal while stories can be more casual and playful. Reels captions can be simply descriptive.

Language is an important tool to connect to your target audience. You will find that there is a lot of millennial and zoomers jargon. It would help to pay attention and put in the extra effort to curate your business’ brand voice.

The Instagram algorithm shows reels even to non-followers so make sure you get the most out of this added perk.

Pay attention to your bio

Your page bio must reflect important things you want potential customers to learn about your business, but make sure it’s not dragging, wordy, and boring.

Describe your business creatively in a way that will intrigue potential buyers. Add the link to your website so interested users can easily navigate.

Study your page insights

Finally, monitor your page insights. Track what kinds of stories or posts users interact with the most. Make experiments to see what works best.


Instagram is free. This is already a big pro, given the amount of audience you can tap into if you play your cards right. It will take time, but you will eventually get the hang of Instagram marketing.

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