Paid Media
What is geotargeting and geofencing?
Geotargeting and geofencing use location data to deliver relevant ads to people in specific areas. Essential for local businesses and location-based marketing strategies.
Definitions
View DefinitionsGeotargeting: Showing ads to users based on their location (city, region, country). Broad location targeting.Geofencing: Creating a virtual boundary around a specific location. Triggers ads...
What is dynamic creative optimisation (DCO)?
Dynamic Creative Optimisation automatically assembles and tests ad variations using different combinations of headlines, images, CTAs, and other elements to find the best performers.
How DCO Works
View DCO Process1. Upload Assets: Multiple headlines, images, descriptions, CTAs2. Define Rules: Which combinations are allowed3. Automated Assembly: Platform creates variations4. Testing: Variations...
What is CPM, CPC, CPA, and other ad pricing models?
Understanding advertising pricing models helps you compare platforms, set budgets, and evaluate performance. Different models suit different campaign objectives.
Common Pricing Models
View Pricing ModelsCPM (Cost Per Mille): Cost per 1,000 impressions. Best for awareness.CPC (Cost Per Click): Pay when someone clicks. Best for traffic.CPA (Cost Per Acquisition): Pay when...
What is CTR and why does it matter?
CTR (Click-Through Rate) measures the percentage of people who click after seeing your ad, email, or link. It indicates how compelling your message is to your audience.
CTR Formula
CTR = (Clicks / Impressions) x 100
CTR Benchmarks
View CTR BenchmarksGoogle Search Ads: 3-5% average, 10%+ excellentGoogle Display: 0.5-1% averageMeta...
How much do YouTube ads cost?
YouTube advertising costs vary by format, targeting, and competition. Generally more affordable than many platforms, with strong targeting through Google's data.
Typical YouTube Ad Costs
Cost per view (CPV): £0.01-£0.05Cost per thousand impressions (CPM): £3-£10Cost per click: £0.10-£0.50Minimum daily budget: £10
YouTube Ad Formats and Pricing
View Ad FormatsSkippable In-Stream:...
What is programmatic advertising?
Programmatic advertising uses automated technology to buy and sell digital ad space in real-time, replacing manual negotiations and insertion orders.
How Programmatic Works
Advertisers set targeting criteria and bidsPublishers make inventory availableReal-time auctions happen in millisecondsWinning ad displays to the userAll happens as page loads
Types of Programmatic Buying
View...
What is affiliate marketing?
Affiliate marketing is a performance-based model where you pay partners (affiliates) a commission for driving sales or leads to your business.
How Affiliate Marketing Works
Affiliates promote your products using tracked linksCustomers click and purchaseSale is attributed to the affiliateYou pay agreed commission
Types of Affiliates
View Affiliate TypesContent Sites:...
What is remarketing and how does it work?
Remarketing (or retargeting) shows ads to people who have previously visited your website or engaged with your content.
How It Works
Visitor comes to your websiteTracking pixel adds them to an audience listThey see your ads as they browse other sitesReminder prompts them to return and convert
Types of Remarketing...
What is the difference between CPM, CPC, and CPA?
These metrics help you understand what you are paying for and how efficiently your ads are performing.
CPM (Cost Per Mille)
The cost to show your ad 1,000 times. This measures how expensive it is to reach your audience.
Formula: (Total Spend / Impressions) x 1,000
CPC (Cost Per Click)...
Why is my cost per acquisition (CPA) increasing?
CPA increases are frustrating but usually have identifiable causes.
Common Reasons
Audience FatigueYour audience has seen your ads too many times. Check frequency metrics.
Creative FatigueYour ads have been running too long without refresh. Performance typically declines after 4-6 weeks.
CompetitionIncreased competition in your space drives up auction costs, especially...
Meta Ads
What is a Facebook Signals Gateway?
Facebook Signals Gateway is Meta's server-side tracking solution that helps recover lost conversion data.
What It Does
Acts as an intermediary that captures conversion data from your server and sends it to Meta, bypassing browser-side tracking limitations.
Benefits
Improved data accuracyBetter event match qualityMore complete attributionEnhanced optimisation signals
How It...
Can I run Facebook ads for alcohol, cannabis, or regulated products?
Certain product categories face additional restrictions on Meta platforms.
Restricted Categories
AlcoholPermitted with restrictions:- Must target users of legal drinking age- Cannot promote excessive consumption- Cannot target minors- Geographic restrictions apply
Cannabis and CBDMostly prohibited:- CBD products generally cannot be advertised- Some hemp-derived topicals may qualify with restrictions- Rules vary...
Why was my Facebook ad account disabled?
Having your ad account disabled is disruptive but often recoverable.
Common Causes
Policy violations (repeated or severe)Suspicious payment activityUnusual account behaviourLinked to another disabled accountCircumventing systems
How to Check
Go to Account Quality in Business Manager to see any issues or restrictions.
Recovery Steps
Review the reason for disablingFix any...
How does iOS 14.5+ affect my Facebook ads?
Apple's iOS 14.5 update introduced App Tracking Transparency, significantly impacting Meta advertising.
What Changed
Users must now opt-in to tracking on iOS devices. Most users opt out, meaning:
Pixel tracking is less reliable on iOSAttribution windows shortenedAudience sizes decreasedOptimisation data reduced
Impact on Advertisers
View Impact SummaryConversion Tracking: Underreported by...
How do I run Facebook ads for multiple locations?
For businesses with multiple physical locations, Meta offers specific strategies to drive local traffic.
Store Traffic Objective
Meta's Store Traffic objective shows ads to people near your locations and optimises for store visits.
Dynamic Location Ads
Show users the nearest location with dynamic creative that pulls address, distance, and hours....
What is Event Match Quality and why does it matter?
Event Match Quality (EMQ) measures how effectively Meta can match your website events to Facebook users.
Why It Matters
Higher match quality means:
Better conversion tracking accuracyMore data for optimisationImproved audience buildingStronger campaign performance
How It Is Measured
EMQ scores range from "Poor" to "Great" based on how much customer...
How often should I change my Facebook ad creative?
Fresh creative is essential for maintaining performance. Stale ads lead to fatigue and rising costs.
General Guidelines
Refresh Frequency by BudgetUnder 5k per month: Every 6-8 weeks5k-15k per month: Every 4-6 weeksOver 15k per month: Every 2-4 weeks
Signs It Is Time to Refresh
Frequency exceeding 3-4 on cold audiencesClick-through...
What is Facebook Ads Frequency and why does it matter?
Frequency is the average number of times each person has seen your ad.
Why It Matters
Too low frequency means your message is not landing. Too high frequency leads to ad fatigue, negative reactions, and wasted spend.
Optimal Frequency Ranges
View Optimal Ranges by Campaign TypeProspecting (cold): 1.5 - 3Retargeting...
What is Advantage+ and should I use it?
Advantage+ is Meta's suite of AI-powered campaign tools that automate various aspects of campaign management.
Types of Advantage+
Advantage+ PlacementsLets Meta decide where to show your ads across all available placements.
Advantage+ AudienceExpands your targeting beyond your defined audience when Meta predicts better results.
Advantage+ CreativeAutomatically optimises your creative with...
How do I exclude existing customers from my Facebook ads?
Excluding existing customers from acquisition campaigns avoids wasting budget on people who have already converted.
Exclusion Methods
Method 1: Customer List Exclusion1. Upload your customer email/phone list as a Custom Audience2. In your ad set targeting, add this audience as an Exclusion
Method 2: Pixel-Based Exclusion1. Create a Custom Audience...
Google Ads
What is SEO and why do I need it?
SEO (Search Engine Optimisation) is the practice of improving your website to rank higher in organic (non-paid) search results.
Why SEO Matters
Organic search drives 53% of website trafficHigher trust than paid resultsCompounds over time (unlike ads)Cost-effective long-term traffic source
Core Components
Technical SEOSite speed, mobile-friendliness, crawlability, structured data, security...
What is Quality Score in Google Ads?
Quality Score is Google's rating of the quality and relevance of your keywords and ads. It directly impacts your ad costs and positions.
How It Is Measured
Quality Score is rated 1-10 based on three components:
View Quality Score ComponentsExpected Click-Through Rate: How likely users are to click your adAd...
What are Google Ads bidding strategies?
Bidding strategies determine how Google spends your budget to achieve your goals.
Manual Bidding
You set maximum bids for each keyword. Offers control but requires constant management.
Automated (Smart) Bidding
Maximise ClicksGets as many clicks as possible within budget. Good for traffic goals but does not optimise for conversions.
Maximise...
What is Performance Max and should I use it?
Performance Max (PMax) is Google's AI-driven campaign type that runs across all Google inventory from a single campaign.
Where PMax Ads Appear
Google SearchDisplay NetworkYouTubeGmailGoogle MapsDiscover feed
Requirements
Conversion tracking configuredMultiple creative assets (images, videos, headlines, descriptions)Product feed (for ecommerce)Sufficient budget (we recommend minimum 3,000 per month)
Pros
Reaches users...
What is the difference between broad match, phrase match, and exact match keywords?
Match types control which searches can trigger your ads.
Match Types Explained
Broad MatchSyntax: keyword (no symbols)Example: running shoesMatches: Related searches, synonyms, variations. Widest reach but least control.Could match: "best trainers for jogging", "athletic footwear"
Phrase MatchSyntax: "keyword"Example: "running shoes"Matches: Searches that include the meaning of your keyword.Could match: "buy...
What are negative keywords and why do I need them?
Negative keywords prevent your ads from showing for irrelevant searches, saving budget and improving performance.
Why They Matter
Eliminate wasted spend on irrelevant clicksImprove click-through ratesIncrease conversion ratesBetter Quality Scores
Common Negative Keywords
View Common Negatives by TypeJob-related: jobs, careers, hiring, salaryFree-seekers: free, cheap, DIYInformation-seekers: what is, how to, definitionCompetitor...
How do Google Shopping ads work?
Google Shopping ads display your products with images, prices, and store information directly in search results.
How They Work
You create a product feed in Google Merchant CenterFeed contains product details (title, price, image, description)Google Ads pulls from this feed to create adsAds appear based on product relevance to searches...
What is Google Merchant Center?
Google Merchant Center is where you upload and manage your product data for use in Google Shopping ads and free product listings.
Key Functions
Upload and manage product feedsMonitor feed health and errorsSet shipping and tax settingsManage promotions and salesLink to Google Ads for Shopping campaigns
Feed Methods
View Feed...
How do I grant Invincible Digital access to my Google Ads account?
Google Ads uses email-based access rather than partner IDs. Here is how to add us to your account.
Step-by-Step
Log in to your Google Ads account at ads.google.comClick the Tools icon (wrench) in the top menuUnder "Setup", click "Access and security"Click the blue "+" buttonEnter our email address (provided by...
What types of Google Ads campaigns can you run for me?
Google offers multiple campaign types, each suited to different objectives.
Campaign Types
Search CampaignsText ads shown when users search for specific keywords. Best for capturing high-intent users actively looking for your product or service.
Display CampaignsVisual ads shown across Google's Display Network (millions of websites). Best for awareness and retargeting....