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Alex Carolan

Total posts: 3
Last post: July 22, 2020

Understanding the Different Ways to Leverage Facebook for Marketing

Understanding the Different Ways to Leverage Facebook for Marketing

By Alex Carolan on  July 22, 2020

Facebook has revolutionized how we communicate with each other, how we behave online, and how we make purchases. With an average of more than 1.73 billion people logging onto the social media platform every day—not to mention, 2.6 billion monthly active users—Facebook has not only incredible reach, but also consumer data that can be very valuable to both B2B and B2C organizations.


Maintaining an active Facebook page is an important element in many social media strategies. It’s a great way to connect with customers in a more organic and personal fashion. However, as Facebook continues to decrease organic reach for business pages, it can be challenging to be seen in your community’s news feed without spending some money. Below, we provided an overview of the different advertising options available to businesses on Facebook.


Facebook Ads can be one of the most effective marketing tactics to promote your brand, events, and special deals. When building Facebook ads, you have a few options:

  • Link Ads: Drive audiences to specific pages of your site to help build the traffic to your website, such as video ads or carousel ads (displaying up to 10 images or videos in one single post)
  • Lead Ads: Gated content that requires individuals to submit personal information into a form in order to view the content
  • Business Page Like Ads: Promote your Business Page to increase your number of page likes

One of the key advantages to using Facebook ads is that you can target your ads based on any number of criteria, including location, interests, gender, age, and much more. The ability to run ads that precisely target a specific demographic can help ensure your ads reach those who fit your target audience.

Another great aspect of advertising with Facebook Ad Manager is the wide selection of ad placements options. Depending on the goals of your campaign, advertisers have the choice to place ads in many different places including:

  • Facebook News Feeds: Ads placed on the Facebook News Feed appear among organic posts, which can make the ads feel more organic themselves.
  • Instagram Feeds: About 1 billion people use Instagram every month, making any Instagram Ad placement a great option to target and reach large audiences, especially for ecommerce campaigns. With this placement option, your ads appear in users’ Instagram feed when scrolling through the app.
  • Facebook Marketplace: Facebook Marketplace is used by 800 million people every month. Ads placed on Facebook Marketplace appear among other relevant products on the Marketplace homepage, which helps these ads seem more organic.
  • Facebook Video Feeds: Video is a great way to engage audiences. With this placement option, video ads appear between organic videos on Facebook Watch and on the Facebook News Feed.
  • Facebook Right Columns: These ads only appear to people browsing Facebook on a desktop computer, as they appear in the right-hand column.
  • Instagram Explore: Instagram Explore is where users go when they want to see relevant content related to their interests from accounts they don’t already follow. This can be a great placement option for businesses looking for more exposure, especially since more than 50 percent of accounts on Instagram use Explore every month.
  • Messenger Inboxes: Messenger Inbox can be a favorable ad placement option, especially with younger generations. In fact, it’s reported that more than 60 percent of Gen Zers want to be able to communicate with more brands via messaging. This ad placement is an interactive way for consumers to learn about your brand on a level that feels more personal.


Boosting a post is a great way to promote a post that’s already present on your Facebook business’ page as a way to receive more engagement. Boosted, or sponsored, posts are different from Facebook Ads; however, because they require a monetary investment, it’s still considered a type of ad.

When boosting a post, you’ll have the option to either push the post to people who “like” your page and their friends, or people you choose through targeting. You’ll also be able to set your budget. There are certainly pros and cons to choosing either option—when you target people who like your page, you’re also pushing it to their friends who may or may not have similar interests.

For greater customization in who your boosted posts reach, you can target people you want to reach, as well as their location, age, gender, and up to 10 interests. What differentiates this type of boosted post from an ad is that boosted posts don't have all of the same customization features to target specific audiences as ads that are created in Ad Manager.


Are you interested in advertising your business through Facebook? Our team of digital marketing professionals are experts both organic and paid social media. Through high-quality content, smart promotional strategies, and paid advertising campaigns, Aztek can super-charge your social media presence and turn it into one of your company’s most effective marketing tools. Contact us today to learn more.

How to Calculate PPC ROI

How to Calculate PPC ROI

By Alex Carolan on  May 20, 2020

Pay-per-click digital advertising can be one of the fastest ways for companies to build brand awareness, drive traffic to a site, and generate high-quality leads. Whether your company is just getting started with PPC advertising, or you’ve been running PPC campaigns for years, one of the biggest challenges is measuring the success of your efforts.

There are a few different ways for digital advertisers to measure success. Below, we’ll examine how to calculate:

  • Return on investment (ROI)
  • Return on ad spend (ROAS)
  • Profit per click

Calculating PPC ROI

Calculating ROI is one of the basic responsibilities of managing a PPC campaign. According to Google, ROI is usually “the most important measurement for advertisers because it shows the real effect that [a PPC campaign] has on your business.” While it’s important to keep tabs on vanity-type metrics, such as number of clicks and impressions, it’s often more valuable to understand how your PPC campaigns are contributing to the success of your business.

ROI is the ratio of your net profit to your total costs. When calculating the ROI from your PPC campaigns, remember to consider all expenses in your total cost, including:

  • Ad spend: Ad spend includes the costs of advertising on Google Ads, Facebook, or any other search engine or social media platform.
  • Technology costs: Account for any technology you’re using to build and optimize your ads. This includes platforms like SEO or PPC software, design software, and keyword tools.
  • Labor costs: You may want to include the cost of the employees needed to develop and administer your PPC campaigns. If so, make sure to add in the costs associated with their time.
  • Third-part costs: If you’re using a digital marketing agency to assist with your PPC campaigns, or you’re using an independent contractor, you’ll want to account for these expenses, as well.
    These expenses will affect both your total revenue and the total cost of your paid campaigns when calculating ROI.

The easiest way to calculate PPC ROI is with the following equation:

PPC ROI formula

Google estimates that for every $1 spent on a PPC campaign in Google Adwords, businesses earn an average revenue of $2.

Calculating ROAS

Different than ROI, ROAS (return on ad spend) calculates how much revenue was earned for every dollar spent. A good rule to start with is to aim to break even, and then optimize from there. It’s important to understand your break-even point and to set that as a minimum goal to avoid losing unnecessary amounts of money. The break-even point for ROAS is 1:1, which means that for every $1 spent on advertising, you should earn $1 in revenue.

ROAS can be calculated as a percentage, using the following formula:

Return on ad spend formula.

Calculating Profit Per Click

In order to measure your PPC campaigns’ ROI, it’s necessary to track the conversions points, or the actions viewers take on your website after seeing an ad. Common examples of conversions could be filling out a form, calling your business, downloading a whitepaper, or making a purchase. You can use Google’s free conversion tracking tool to understand what happens after a customer interacts with your ads.

The value of each conversion should be greater than the amount spent to get the conversion. To calculate profit per click, simply divide the total profit by the total number of clicks. For example, if you spend $20 on 5 clicks to get one sale and receive $30 for that sale, your profit per click would be $6. This calculation is a good indication of where the click revenue is coming from.

Profit per click formula

Leverage Digital Advertising Analytics to Improve ROI

All three of these formulas can be effective ways to measure the success of your PPC campaigns. By tracking these digital advertising analytics, you can better understand your target audience and their search behavior as well as be better positioned to optimize your ads and identify where to increase or decrease your budget for certain campaigns.

If your organization is in need of assistance with Digital Advertising, Analytics, or Reporting, or simply needs a better partner to maximize your digital advertising investment, get in touch with us! Aztek’s team of digital advertising professionals can work with you to implement and optimize highly targeted PPC campaigns to generate leads, drive sales, and increase awareness for your brand.

What is Retargeting and How Does It Work?

What is Retargeting and How Does It Work?

By Alex Carolan on  February 3, 2020

As we enter a new decade, the Internet “revolution” has greatly influenced the way customers are shopping. We live in a time where the once highly anticipated, in-store “Black Friday” shopping experience has taken a back seat to “Cyber Monday.’’ According to Oberlo, close to 1.8 billion people purchased online goods in 2018, totaling $2.8 trillion in sales. With an estimated $4.8 trillion in e-retail sales by 2021, the online shopping trend is rapidly expanding.

Because more than 63 percent of shopping occasions begin online, it’s imperative for brands to focus on capturing the attention of online users, in addition to those visiting brick-and-mortar locations. Adding to this, only 2 percent of consumers will actually make a purchase during their first visit to a brand’s site.

Retargeting, as a result, has become imperative to successful marketing campaigns and delivering those highly anticipated results by focusing on recapturing the 98 percent of consumers who left your site without a purchase.

What is Retargeting?

Retargeting is an attempt to re-engage consumers who have already showed interest in your brand by visiting your website or app. In most cases of retargeting, these consumers left before completing a desired action, such as filling out a form, downloading a whitepaper, or making a purchase. This idea of retargeting occurs once the consumer leaves the brand’s site and is later targeted and served an ad for that same brand.

Retargeting campaigns feature strategic online placements of display ads that are served to the retargeted audience. Because of the cookies set in the consumer’s browser, their information is collected and is eventually used to retarget on third party sites. These installed cookies help to recognize and follow your site’s visitors even when they visit a different site. Retargeting acts as a strategic second chance to make a sale, convert customers, and/or promote brand awareness.

In most instances, retargeting campaigns have higher engagement rates than the typical ad campaign does. This is because it’s easier to influence conversions with consumers who have already shown an interest in your products or services or have interacted with your site, rather than starting from ground zero with an audience who might never have heard of your company. On average, consumers are four times more likely to be encouraged rather than discouraged to buy something if they see a relevant ad during their research on the product or service.

There are many ad platforms marketers can use for retargeting, such as Google Ads, Facebook Ads, Bing Ads, LinkedIn Ads, AdMob, and AdColony.

Google Retargeting

Google Display Network, or Google Ads, is the leading tool for remarketing to potential customers. Google Ads works by adding a Google remarketing code, also called a “tag,” or “SDK” for mobile apps, to the company’s website. This code works simultaneously with the browser cookies to collect the site visitors’ information. With the addition of the remarketing code, any visitors to the site will automatically be added to the company’s remarketing audience to then later be retargeted.

With the many benefits of the Google Display Network, there are two major perks that stand out. Google Ads offers large-scale reach, with the ability to retarget to customers on over 2 million partner websites and mobile apps. The second big perk when utilizing Google Ads is the amount of campaign reporting available. Google Ads provides in-depth statistics detailing how well your ad campaign is performing, making monitoring, evaluating, and improving your campaign an easy task. As a result of these benefits, Google remarketing ads are some of the most-cost effective ad campaigns to serve to potential customers.

Facebook Retargeting

Closely trailing behind Google Ads’ reach, Facebook is ranked as the fourth most-visited site globally, with 2 billion people actively using the site. With such high volumes of traffic, Facebook is another strong platform to boost retargeting efforts.

As Google Ads can track a company’s website visitors with the combination of browser cookies and a “tag,” Facebook retargeting works by utilizing the potential customer’s browser cookies and a remarketing code, called a “pixel.” This “pixel” can be set up to track specific events, such as page views, searched terms, and purchases. Facebook has the ability to deliver content through dynamic retargeting ads displayed on the user’s Facebook newsfeed. As a result, Facebook remarketing ads tend to receive three times the engagement of regular Facebook ads.

How to Create a Retargeting Audience

In addition to grasping how browser cookies and a remarketing code work together to retarget an audience, another key factor in understanding remarketing is comprehending exactly who your retargeting audience is.

On Google Ads

Google Ads incorporates Google Analytics’ data to build remarketing lists. Google Ads recommends segmenting audiences in order to best identify opportunities for audience conversions based on the activity recorded by their browser cookies. By identifying like-minded consumer behaviors, there are several ways to categorize a retargeting audience with Google Ads.

You can be broad with identifying these behaviors, such as creating an audience list of those who have simply initiated a session on your site or app or be more specific by retargeting consumers who interacted with a specific product on your site. Another option for creating a retargeting audience is to re-engage visitors who have (or have not) completed a specific action. For example, Google ads seamlessly retargets audiences who have added items to their online shopping card but have abandoned the site before completing a purchase. An additional option for a retargeting audience is to create a “similar audience,” which is a list of consumers who share characteristics, interests, or actions similar to consumers on existing remarketing lists.

On Facebook

Facebook similarly offers a Custom Audience builder that has several options for segmenting retargeting audiences. Facebook Ads allows you to create a retargeting list as specific as “people visiting ‘x’ web page, but not ‘y’ web page.” Another way to categorize possible remarketing audiences is by adding measurements, such as performing a specific action “in the last 30 days.” With Facebook ads, it’s also possible to retarget audiences based on varying interests or behaviors, as well as exclude audiences who might not be part of your ideal retargeting audience.

Facebook Ads’ audience overlap tool can help prevent your campaign from wasting money by identifying customers who may be in multiple retargeting audience lists in your campaign to avoid retargeting these consumers multiple times. The audience overlap tool is an important tool to deter advertisers from bidding against themselves for the same advertising spot.

Retargeting vs. Remarketing

The end goal for both retargeting and remarketing strategies usually aligns: to convert consumers who have shown interest in or are likely to buy from your company. While these two concepts are similar and often mistakenly swapped, there are a few key differences between these two strategies.

While retargeting focuses on delivering display ads to previous site users, remarketing focuses on delivering content via email campaigns. Remarketing works by collecting previous site users’ information to create a list of customers who will be targeted later with a sales email. One benefit of remarketing is the amount of content you can include in the sales email, as the content for retargeting ads is more limited.

Remarketing is the ideal strategy for reminding site visitors of your brand. In many cases, remarketing emails will include information on the items the consumers left in their online shopping cart or make attempts to upsell or cross-sell. Another benefit of remarketing is the option to include an incentive, such as a discount or promotion, to encourage consumers to make a sale.

If flexibility in the location of content is important to your campaign, then retargeting ads may be the ideal way to engage consumers who are likely to be interested in your products or services. While remarketing only allows you to reach previous site visitors, retargeting ads has more capabilities to get your brand in front of new audiences by targeting consumers who may have similar online actions or behaviors to your current customers.

Both remarketing and retargeting can be effective strategies to add to your digital marketing plan. Although the two strategies have many similarities, knowing the difference between remarketing and retargeting can help you better choose the right approach to reconnecting with your site visitors.

Still confused about whether your campaign needs remarketing or retargeting? Aztek specializes in both retargeting ads as well as email remarketing. Aztek’s highly skilled team of digital marketing professionals can work with you to implement the right strategy to generate qualified leads, drive sales, and increase awareness for your brand. Contact us today to start a conversation.