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...
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 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...
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...
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...
How do I track conversions from my Facebook ads? Tracking conversions is essential for measuring ROI and enabling Meta's algorithm to optimise for results. What You Need Meta Pixel installed on your siteConversions API configured (recommended)Conversion events set up for key actions Standard Events Meta supports standard events that you can track: View Standard EventsPurchase - Completed transactionAdd to...
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...
What happens when Meta rejects my ad? Meta reviews all ads against their Advertising Policies. Rejected ads will not run until the issue is resolved. Common Rejection Reasons Prohibited content (weapons, drugs, adult content)Misleading claimsBefore/after images for health productsPersonal attributes ("Are you overweight?")Non-functional landing pagesExcessive text in images What To Do Check the rejection notification for the...
Can I target my competitors customers on Facebook? You cannot directly target a competitor's customer list, but there are legitimate ways to reach similar audiences. What You Can Do Interest TargetingTarget users interested in competitor brands (if available as interests). Lookalike AudiencesCreate Lookalikes from your own customers, which will include similar users who may currently buy from competitors....
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...
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...
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 Meta Pixel and why do I need it? Meta Pixel tracks website visitor behaviour to measure ad effectiveness, build audiences, optimise delivery, and enable retargeting.
Why was my Facebook ad rejected? Facebook ads get rejected for prohibited content, misleading claims, personal attributes, landing page issues, or excessive image text. Edit and resubmit or request review.
Why is my Facebook ad not spending? Facebook ads may not spend due to review status, narrow audience, low bids, policy rejection, payment issues, or schedule restrictions.
What is the learning phase in Meta ads? Meta learning phase is when the algorithm figures out optimal ad delivery. It ends after approximately 50 conversions in 7 days. Avoid frequent edits during this period.
What video lengths work best for Meta ads? Meta video ads work best at 15 seconds or less for Feed, Stories, and Reels. Hook viewers in the first 2-3 seconds and design for sound-off viewing.
What ad formats work best on Facebook and Instagram? Facebook and Instagram ad formats include single image, video, carousel, collection, and Stories/Reels. We recommend testing a mix of formats.
What is a Custom Audience? Custom Audiences target people who already interacted with your business through customer lists, website traffic, app activity, engagement, or video views.
What is a Lookalike Audience? Lookalike Audiences find new people similar to your existing customers. Meta analyses your seed audience and finds users with matching traits.
What campaign objectives should I use on Meta? Meta campaign objectives explained: Sales for conversions, Leads for contact collection, Traffic for clicks, Awareness for reach, Engagement for social proof.
How much should I spend on Facebook and Instagram ads? Minimum Facebook and Instagram ad budgets range from 1,000 to 3,000 GBP monthly depending on objective. We recommend 70/30 split between proven and test campaigns.
What is the difference between a Facebook Page and a Business Manager? Facebook Page is your public presence. Business Manager is the back-office control centre. Ad Account is where you create and pay for ads.
How do I set up a Meta Business Manager account? Step-by-step guide to creating a Meta Business Manager account at business.facebook.com using your work email and Facebook profile.
What is the Meta Conversions API and do I need it? Meta Conversions API is server-side tracking that bypasses browser limitations. We recommend using both Pixel and CAPI for redundant tracking.

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....
What is the minimum budget for Google Ads? Google Ads does not have a formal minimum, but effective budgets depend on your industry and goals. Our Recommendations Minimum Monthly Ad Spend by Campaign TypeSearch (Local Service): 1,000 per monthSearch (Ecommerce): 2,000 per monthShopping: 2,500 per monthDisplay/Remarketing: 500 per monthYouTube: 1,500 per monthPerformance Max: 3,000 per month Why Minimums...
What are Google Ads conversion actions? Conversion actions are the valuable actions you want users to take after clicking your ads. Types of Conversion Actions Common Conversion TypesPurchase: Completed transactionLead: Form submissionPhone Call: Calls from ads or websiteSign-up: Newsletter or account registrationBooking: Appointment or reservation Implementation Methods Google Tag (gtag.js)JavaScript code placed directly on your website....

Retargeting
How do I retarget people who visited my website? Website retargeting requires Meta Pixel and at least 1,000 monthly visitors. Segment by all visitors, product viewers, cart abandoners, and purchasers.