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Beginners Guide To Digital Marketing In South Africa (PART 4)

How to grow your business with social media marketing.




It’s no secret that social media marketing is disrupting the marketing world. In as little as ten years Facebook managed to connect 1 in every six people on the planet.

In this guide, I’m going to explain to you exactly what social media marketing is all about and how you can utilise it to help you take your business to a whole new level.

But, let’s start at the beginning. What exactly is social media marketing?

What is social media marketing?

In a nutshell, social media marketing is any form of marketing that happens on a social media platform like Facebook, Twitter, Instagram, LinkedIn and many others.

This kind of marketing can be both in the form of free or paid advertising. Before we start, allow me to share some stats with you.

Some interesting social media stats and facts:


  1. According to The Drum, back in 2015, 52% of consumers were influenced by Facebook marketing and lead to an offline or online purchase. This percentage was up 36% from 2014.
  2. According to Facebook, there are roughly over 50 million small businesses on its platform, and 4 million of those businesses are utilising paid advertising.
  3. According to Zephoria, over 300 million photos are being uploaded to Facebook every single day.
  4. The average time spent on Facebook is roughly 20 minutes per user.


  1. 80% of Instagram users are outside of the U.S. according to Wordstream.
  2. Six in every ten adults have an Instagram account
  3. There are over 8 million registered business on Instagram
  4. 60% of Instagram users say that they have learned more about a product or service from a business while being on the platform.


  1. 300 Hours of video are uploaded to YouTube every single minute according to Fortunelords.
  2. Over 5 billion videos are watched on the platform every day.
  3. Six out of ten people say they prefer online video platforms to traditional T.V.
  4. 80% of all YouTube views occur outside of the U.S.
  5. 9% of U.S small business use YouTube to help promote their products or service.

Advertising is all about getting your message across to customers, and to do that; you need to know where your customers are spending their time.

The above stats indicate what customers are doing when they have free time, and by looking at the numbers, the perfect place to target customers would be social media platforms.

Related: Beginners Guide To Digital Marketing In South Africa

Which social media platforms are the most popular?



Facebook is in first place by far. According to, Facebook brags with over 1.3 billion daily users, and 2 billion monthly users.

And according to Web Africa, 13 million South Africans are on Facebook.


YouTube is in second place with over 1 billion monthly active users, while 2 million videos get viewed every second.

YouTube has over 8.28 million South Africans using the platform.


According to Tech Crunch Instagram is currently the world’s third most popular platform with over 700 million daily active users, and over 1 million active advertisers.

When it comes to South Africa, approx. 3 million users are using the platform.

This means that Facebook is more than 4x more popular than Instagram under South Africans.


Twitter used to be more popular, however, in the last couple months the platform has shown no to little user growth. Twitter currently has over 320 million active users of which 157 are using the platform daily.

Even though the platform might be stagnating it’s interesting to know that 7.4 million South Africans are on the platform.


Snapchat and Twitter are neck and neck when it comes to fourth place. According to Expanded Ramblings, the platform has over 301 million active users a month.

However, when it comes to daily active users, Snapchat smiles back at Twitter with 166 million users compared to Twitters 157 million.

These are the top 5 social media platforms South Africans, and the world, spend their time on.

Don’t make a mistake thinking that there are only a few platforms out there!

According to Wikipedia, there are over 200 different social networks in the world.

With that said, platforms like Pinterest, Tumblr and LinkedIn might not have made the top 5, but these platforms still show tremendous potential for advertisers.

By looking at the stats above, we can see that these platforms offer a great opportunity for brands and businesses to engage with customers.

And that is exactly what social media marketing is all about.

Related: Beginners Guide To Digital Marketing In South Africa (PART 2)

How can you use these social media platforms to market your business?


In this guide, I’m going to mainly focus on Facebook, only because it’s by far the biggest and most common platform in the world, not to mention the most attractive to market one’s business.

Here are a few simple ways to market your business on Facebook for free:

Start a Facebook Page

The best way to engage with customers on Facebook would be in the form of a Facebook page.

This allows you to talk to potential customers and clients on behalf of your business as opposed to your personal profile where people can also find your family photos and more.

Why you need a Facebook Page for your business:

There are numerous reasons to start a Facebook page today. If you are still on the fence, then maybe these benefits can help change your mind:

1A Facebook page can teach you more about your target audience

Once you start a Facebook page, you will gain access to Facebook insights. Facebook insights allow you to learn more about your followers and their interactions; this can help you streamline and improve your marketing efforts.

2Facebook pages help boost your SEO

In Part 2 of our Beginners Guide to Digital Marketing in South Africa, I broke down what SEO is all about and how it can help you grow your business.

Having a Facebook page can help boost your organic reach in search engines which means free traffic and higher ROI.

3Allows you to advertise on the platform

Later in this guide, I will breakdown how to utilize Facebook’s paid services, but for now, know that having a Facebook page allows you to advertise on the platform.

Without a page, you won’t be able to advertise to potential customers.

4Connect with more customers

A Facebook page allows customers to find and connect with your business.

This opens the door to a conversion or sale which I’m sure no business would want to turn down.

Related: Beginners Guide To Digital Marketing In South Africa (PART 3)

What can you do with a Facebook Page?



You can call your Facebook page whatever you want. However, best practice would be to give it the same name as your business.

This will make it easier for people to connect and build a relationship with the correct entity.


You can store your company’s information on the page which will make it easy for potential customers and clients to reach out to you.

Make sure you add an email, contact number, physical address, a link to your website and some of your biggest accomplishments as well.

This will help increase the authority of your business.


Using Facebook, you can showcase your primary services and products. This will help customers understand your business while providing them with more information on what you do.


As the admin of the Facebook page, you can invite others to like your page. Once someone has clicked ‘like’ it tells Facebook that this person is interested in following your business and its updates on the platform.

Facebook will then show your updates to the individual via their news feeds. However, before you get too excited, Facebook has an algorithm called EDGE Rank, and this determines whether your update will make it into your audience’s news feed or not.

You can learn more about Facebook algorithm here:


Facebook is designed with the purpose to share information.

As your business, you can share whatever you want with your audience, and you can do it at any given time, whether it’s latest news or updates about your company, a new product, more information on how you make your goods and/or even just something to get customers smiling; Facebook’s updates are the best way to engage with your potential clients and customers.

Did I mention that you can also share offers and discounts? Make sure you look into it the next time you are running a special.


You can engage with customers in the form of messages using Messenger, the Facebook messaging platform.

If customers have specific inquiries about your business, they can ‘inbox’ you which provides you with the opportunity to make a personal connection and to provide them with the necessary information needed which can hopefully assist in making a sale.


Customers who have experienced your services can review their experience and inform the public about it.

This provides future customers with an idea of what to expect. If you have an excellent rating, it can help convert more customers as it will automatically help increase creditability of your brand.

Start a Facebook Group

Start a Facebook Group

What’s the difference between a Facebook Page and A Facebook group?

A Facebook page allows you to advertise on the platform where a Facebook group won’t.

A Facebook page can help customers identify your offerings, location, company details, and achievements.

With a Facebook page, a customer can see what others think about your business while allowing them to message and reach out to you directly.

A Facebook group, on the other hand, puts more focus on community.

What I mean by this is that a page it’s more of a one-way conversation, where a group is more of a two-way conversation due to the fact that groups allow customers to share their thoughts with you and other in the group.

If you run the kind of business where you prefer to connect with clients in a personal manner, then Facebook groups might not be a bad idea.

Related: 6 Facebook Marketing Tips To Help Grow Your Small Businesses

What can you do with a Facebook Group?

A Facebook groups are all about sharing. You or anyone in the group can share updates at any time in the group’s newsfeed (in the form of a status update, video, photo and more.)

This is the two-way conversation we talked about, and this is great to connect with customers on a personal level.

Allowing people or customers in the group to connect with each other also helps build a stronger and more loyal following.

Facebook groups work well for the following businesses:

  1. Communities
  2. Small to medium-sized businesses
  3. A business in a small town
  4. Software companies who want to ensure their customers have a platform to ask questions and learn more about how to utilize its products
  5. Universities and colleges etc.

An overview of advertising on Facebook

advertising on Facebook

Having a Facebook group or page doesn’t cost you anything, it’s free. As I mentioned before, you can only advertise on Facebook if you have a Facebook page, having a group only won’t allow you to tap into Facebook’s paid services.

With that said, let’s have a look at what you can do with Facebook’s advertising abilities.


Most of the popular social media platforms allow you to advertise your business and products on its network.

Facebook, in my opinion, is the best at targeting customers, and I will explain why.

Facebook (because it’s the biggest social network on the planet) gathers the most amount of data on its users.

For the users, it’s probably not always a good thing, but for us as marketers, it’s the best thing since sliced bread.

Let’s say you’re an online golf equipment retailer looking to grow sales by utilizing Facebook marketing. Where do you start? Who do you target?

Well, you’d be happy to know that Facebook allows you to narrow down your target audience, so you can ensure you show your ads to individuals who are most likely to engage with your sponsored content.

With Facebook ads, you can target 45 – 50-year-old golf enthusiasts in the Johannesburg area, who play golf regularly.

But that is not all; you can narrow your audience even further by targeting regular golf players who have a habit of making online purchases.

That’s right, that is how targeted you can be.


I mentioned before that you could invite people to like your Facebook page, however, keep in mind the people you invite might not all be interested in what you have to offer.

So, how do you get more relevant customers to follow your business?

Well, you can pay Facebook to advertise your page.

The same way that you targeted customers to buy your golf equipment, you can target customers to follow and like your page so that they can be notified about regular updates.

What are some of the best ways to advertise on Facebook?


Below are some of the best ways you can market your business on Facebook.


If you’re the new kid on the block and looking to get the name of your company out there, then this objective might be for you.

However, if you have a small marketing budget and need to ensure every cent goes to something that can lead to an ROI, then this is not ideal.

Even though Facebook allows you to show your ad to individuals who will most likely recall your ad, this won’t necessarily mean they are the perfect fit or will engage or make a purchase.


This is objective here is essentially just to get your ad in as front as many people as possible.

It’s very similar to brand awareness ads. However, they do not have the backing of Facebook’s algorithm which allows your ad to be seen by people that might recall your ad.

The primary objective here is just to get people to see it. Your cost per mile or cost per 1000 impressions (people that saw your ad) might be lower, but there is a good chance none of them will remember it.


If you have a website and want to drive people to a particular page or product on the site, then this is the ideal objective!

When it comes to Facebook traffic ads, one can target your audience according to location, age, gender, interests, etc.

The beautiful thing here is that you are reaching people most likely to click-through to your website.


Engagement in Facebook slang mainly means people that are more likely to comment, like, and share. This doesn’t mean they are going to install your app, download your e-book, or make a purchase on your site though.

This might be a good idea to help drive a particular action. I’ve experimented with engagement ads, and sometimes they work just as well as brand awareness ads.

The reason for this is because if people engage with something, they are more likely to remember it. They also have a better chance of going viral because people might end up sharing it with their friends.


If you’re a software or app development company or recently launched your own app, then this is perfect for you!

This objective allows your ad to be seen by people who have a higher probability of downloading your app based on their previous behaviors around ads. The moment you click the ad you will be taken to the specific app store associated with your device.


If you have a video explaining how your product or service works then this is the solution for you.  By choosing the video view objective, Facebook will assist in showing your ads to individuals who are more prone to watching your video based on their behavior on the site.

If you scroll through your Facebook newsfeed, you will most probably see that half of the posts, if not more, are videos. Video marketing is currently growing at a rapid pace, and most marketers believe that video will drive 75% of traffic by 2020.


I feel so strongly about lead generation ads that I want to approve it even before I explain why.

Facebook lead generation ads allow you to advertise and collect important data from potential customers while growing your database and mailing list.

Any marketer would tell you that an email and contact number is gold so with that in mind, the moment you collect that data, you have a direct line of communication with your new potential customer and now it’s just up to you to make the sale.

Social media marketing is for everyone, no matter what the size of your company, and no matter whether you are online or offline based.

Facebook makes it easy for you to target exactly who you want to target, and by putting your ad in front of the right people, you can ensure a higher ROI.

When it comes to Facebook marketing keep in mind that you can either set up a Facebook page or a Facebook group. Ideally, I suggest you have both.

If you want to spend money on Facebook advertising to start marketing your brand and products, then it’s essential that you start by setting up a Facebook page.

There are numerous ways to advertise your business on Facebook. However, it’s up to you to determine what your main objective is before starting your first campaign.

Having started his own digital marketing company at the age of 22, and selling it at the age of 25, Jandre pursued his passion in the health and fitness industry. Jandre and is now the marketing and creative director at CHROME Supplements & Accessories.


Online Marketing

10 Online Marketers To Watch In 2018

The more diverse your sources of news and inspiration, the better. These ten people can help get you there.

Jayson Demers



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Online marketing requires experience, creativity and a working knowledge of the latest trends and technologies necessary to stay competitive in the modern landscape. And while there aren’t any shortcuts to gain more experience, there is a convenient way to stay up to date on the latest marketing trends and get inspiration for your creative campaigns.

That way? Following and paying attention to the best, smartest marketers in the industry.

With 2018 just getting started, I wanted to list some of my favourite marketing influencers, some of the most influential experts in the industry and some of the most promising creative minds to pay attention to this year:

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The Best Conversion Rate Optimisation Tips To Help You Grow Your Business

Whether you’re the owner of a company, or an online blogger, knowing conversion rate optimisation techniques will help you immensely.




Conversion rate optimisation, otherwise known as CRO, is a 21st-century way to turn visitors to your website or blog into followers of your information or customers of your product or service.

Therefore, whether you’re the owner of a company, or an online blogger, knowing conversion rate optimisation techniques will help you immensely.

What Is Conversion Rate Optimisation or CRO?

Internet marketing, or what some people call online marketing, is promoting your product or service on the Internet through the digital channels available. Driving traffic is to your website or blog is hard, but it’s something you need to do in order to sell your product or service, so the last thing you want is to leave money on the table.

Traditionally, from the traffic you drive to your blog or website, a percentage of that traffic will become your customers or followers.

CRO is conversion optimisation strategies that puts a focus on your blog or website to determine what small or big changes need to be made to convert as many of your visitors as possible.

It’s the classic case of not working harder, but smarter.

Changes such as a new headline, new sales copy, a different coloured CTA (Call-to-Action) button, and more, are tested for effectiveness. This helps you take out all the guesswork and make changes that are proven to convert more sales.

Techniques such as A/B testing, where you create two different landing pages and send the same amount of traffic to each, is one example.

At the end of the day, the version that receives the most conversion is the one you would choose. A site with significant traffic may successfully test over a shorter time. On the other hand, in order to get accurate data, a site with a smaller amount of traffic will likely need more time than a larger one for testing.

Related: Beginners Guide To Digital Marketing In South Africa

What Happens When You Convert More Visitors Into Customers?

It’s a no brainer, when you convert visitors into clients and customers, your sales increase, and that’s the number one goal of any company or business. CRO can help you grow your business by receiving the same amount of traffic that you’re currently receiving.

Technically that means that you can make more sales without having to spend more money on marketing.

That also means that you’re not focused on the number of traffic you pull in with a mind on percentages, but rather focused on making the most of the traffic you currently have which makes the most of your marketing efforts.

Not Utilising CRO Means You Are Leaving Money on The Table

money-on-tableLet’s say you’re a small company with a goal of R50,000 a month in revenue. Your job is to turn a percentage of your visitors into customers. Without the correct conversion rate optimisation strategies, you’re looking strictly at numbers. You find that 1,000 visitors turn into 50 customers with a revenue of R20,000, which is R30,000 away from your goal.

Without the correct CRO strategies in place, you would work to increase the number of visitors to your site. However, with CRO, you implement e-commerce CRO tips that result in those 1,000 visitors turning into 125 customers.  That brings you to your R50,000 goal.  Without performing conversion rate optimisation, you’ve left R30,000 on the table.

Now that you’ve reduced your cost per acquisition, or what you pay per sale or click or form submit, you can either invest more in advertising or just bank the profits. Now that you understand what conversion rate optimisation is all about, let’s have a look at some of the best strategies that can help you take your business to a whole new level.

20 Of The Best CRO Strategies

You can spend loads of money on a fancy website or blog, but if it isn’t converting correctly, you’re losing customers and sales. That’s why conversion rate optimisation is becoming the number one priority with websites and blogs in the 21st-century.

1. Create an Effective Headline

If you are trying to convert visitors into followers or customers from a specific post, then your headline is one of the most important elements. It’s not there for a hard sell; it’s there to draw your potential customers to your site so that they’ll check out your product or service.

Your headline must show people what benefit they will receive from using what you have to offer.

Keep changing up those headlines till you find a strategy that works.

Related: Beginners Guide To Digital Marketing In South Africa (PART 2)

2. Reduce Huge Blocks of Text with Bullet Points

The way you present the content on your website is crucial. Give a potential customer too much information, and they’ll leave your site with eyes glazed over. Any material you present should be not only easy to understand but short and to the point.  One of the best ways to do that is with bullet points.

Bullet points create an organised presentation that keeps potential customers interested.

3. Include Your Contact Information

Significant changes can be done to your website or blog to increase conversions, but so can small ones. Include your contact information on your site or blog. This shows that you’re accountable and don’t mind being contacted, which can lead to customer trust and eventually sales. Include your phone number, email address, and even your mailing address.

4. Replace Phony Stock Photos

Stock PhotosYou know what a phony stock photo looks like. It’s the kind that you purchase from stock photo sites, and they’re the kind that you often see at more than one website. These types of photos look phony, and they reduce your credibility. Replace fake-looking stock photos with professional, unique photos or good quality photos that you’ve taken.

For example, instead of using a stock photo model with a cheesy grin, use a picture of one of your employees.

5. Use a Pop-Up Form

One effective way to convert visitors into followers and subscribers is a pop-up form. When visitors come to your side, a form pops up that encourages them to leave their name and email address, or just their email address, to become a subscriber. When you have a list of subscribers, you can then turn them into customers through newsletters, emails, etc.

Related: Beginners Guide To Digital Marketing In South Africa (PART 3)

6. Eliminate Unneeded Form Fields

A website or blog that is not user-friendly when it comes to form fields may not translate to customer conversion. A form field is where your customers type in their information.  What is the bare minimum of customer information that you need? You ask for the name, but do you also need the company name, for example, or can you do without having a customer type that in?

7. Remove Automatic Image Sliders

Images that flash before your eyes automatically may look attractive, but automatic image sliders have been proven to create banner blindness and therefore, reduce conversion. Use static images instead.

8. Include Videos

Videos have proven to be effective in drawing visitors and turning them into customers. If your site sells fishing products, for example, include a video of an expert fisherman using one of your fishing poles. Make sure the video is no more than two to three minutes long and be sure to put one on your landing page.

9. Make Your Call-To-Action Button Pop

Here is another strategy that seems small but that may prove to be very effective. Alter your call-to-action or CTA button. For example, is it more efficient for your button to say “Download Now” rather than “Buy Now”?  Is it better for your CTA button to be a bright red rather than a navy blue? By testing changes to your call-to-action button, you can determine if such a change will be effective.

10. Limit Your Call-To-Actions

If you have one call-to-action button on your website, that’s a wise choice. Too many call-to-actions can confuse potential customers and turn them off from your site. Put your focus on one effective call-to-action.

11. Have You Included the Word “Free”?

If there’s one thing that people love, it’s free stuff. What can you offer potential customers that are free?

For example, let’s say you sell psychic readings. Offer your potential clients a 10-minute free reading and display the offer prominently on the front page of your site. Chances are you’ll get a lot of conversions for your niche. Once you’ve drawn in customers with the free deal, you can better bring them to your paid services.

Related: Beginners Guide To Digital Marketing In South Africa (PART 4)

12. Match Your Landing Page to Your Ad

When your ad matches your landing page, the colour co-ordination and organisation can translate to conversions. In addition to the colour, the copy you use on your ad should match, in some way, with your landing page. So, when you draw potential customers to your ad, you gently move them to your landing page with no sharp differences.

13. Incorporate Trust Seals on Your Checkout Page

If there’s one thing that draws customers to a product or service, it’s trust. Incorporating trust seals on your checkout page and other places on your website is an excellent way to show that you are legitimate and to increase conversions.

For example, if you are offering dental products, a seal from a trusted dental association helps with customer trust.

14. Convey a Sense of Urgency

When you are promoting a product or service letting your potential customers know that a particular price will end soon, or that a product or service will only be offered for a limited, time greatly helps with conversion.

For example, let’s say yours is a site that sells cookware and you’re providing a crock-pot at a temporarily discounted price.

You would display on your blog or website a photo of the crock pot, along with content and possibly a video, and you would show the price and when the price ends.

15. Give Them a Money-Back Guarantee

There will always be a percentage of customers who are on the fence about your product or service. So how do you get them over that hump and create a conversion?  One way is to offer a money-back guarantee and to display it where it can be seen.

Keep in mind that it’s good to put a time limit on the money-back guarantee to something like 30 days or 60 days.

Related: Beginners Guide To Digital Marketing In South Africa (PART 5)

16. Include Live Chats

live-chatsMany companies are adding live chat prominently on their websites to answer customer’s questions in real-time. This is an effective solution that can lead to conversions. It allows you to take care of all a client’s issues to lead them into a sale. Many companies utilise chat apps to help with this process.

17. Retarget Your Ads

There are large and small changes that can be made to your website to increase conversions, but changes to the way you’re handling your ads could be done as well. Retargeting customers, can help increase conversions period.

When visitors come to your site, you create a customised targeted ad to get to them as soon as they leave.

If a visitor has come to your cosmetic store looking for an eye shadow, when they leave your site you target them with an ad for a different eye shadow in your line. The goal is to keep a visitor engaged with your product or service while staying top of mind.

18. Give Them Free Shipping

Shipping costs for a product can often make or break a sale. So, if there’s one thing that can contribute to conversion, it’s free shipping. Let your customers know that shipping is not a cost that they have to concern themselves with.

If free shipping seems unaffordable for your company, work with ways to cover shipping costs with your product prices.

19. Include Real Testimonials With Photos

One of the best ways to instill confidence in your product or service is with real testimonials. Have customers write testimonials of 50 to 100 words about your product or service and include a photo of the customers next to their testimonials. Include their full name with their picture.

Related: Beginners Guide To Digital Marketing In South Africa (PART 6)

20. Get Customers to Share Their Purchases on Social Media

These days, almost all of your clients are likely to be on at least one social media site. Encourage them to share the purchases they’ve made of your products on social media, such as Instagram.

Every time a customer buys one of your products or your services, automatically give them an opportunity to share and talk about what they’ve bought with a user-friendly share process included on your site.

The sooner you work on conversion rate optimisation tips on your blog or website, the sooner you’ll be bringing in customers in the most efficient way.

Customers translate to profits and profits translate to a successful company or business. CRO takes time, but with patience, your website or blog will see vast improvement in conversions.

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Implementing 2 Advanced Google AdWords Strategies

Find out how Dynamic Search Ads and Call-Only Campaigns can give you that competitive edge you need on Google AdWords.

Perry Marshall




Let’s explore two advanced Google AdWords campaign types: Dynamic Search Ads and Call-Only campaigns. Give these two campaign types a try. They’ll let you squeeze even more from your AdWords account.

Dynamic search ads (DSAS)

Dynamic search ads are magical keys to reaching your customers. And the best part? Using them is easy once you master the setup.

What Are DSAs?

Google knows it’s hard to keep your campaigns perfectly in sync with your website. If you have an e-commerce site with thousands of products changing regularly, it’s a chore to be constantly creating new keywords, new ad groups and new ads inside your AdWords account.

DSAs were created to fill this gap. They let you show ads to excellent prospects who might be searching for items you sell on your site even if you don’t have a corresponding keyword for them in your account.

Related: The Secret to Building A Profitable AdWords Campaign

Why should you set up a DSA?

As long as you set a low cost-per-click, dynamic search ads typically have a decent CPA and provide additional relevant traffic. They’re also great for research as you get to uncover new search terms that people are using to find your site. (You can use this intelligence after the fact to add new keywords to your account.)

Let’s say you’ve just started selling wrought-iron fire pits on your e-commerce site but you don’t have the keywords for them yet in your AdWords account. A new prospect – we’ll call her Kim – is currently online searching for this by name. Kim types it in verbatim: “wrought iron fire pits.”

If you have a DSA campaign set up, you’re in luck: Google instantly recognises that you sell these but don’t yet have keywords for the purpose. Thankfully, you don’t miss a beat with Kim – Google shows her your Dynamic ad, then she clicks, comes to your website and makes a purchase.

How do they work?

It starts with Google regularly scanning your website and keeping an index of all its pages. When you’re starting out, you can choose to point Google to your entire site – we recommend this for your first DSA campaign – although later on you can target specific categories within your site.

Google knows what keywords are in your account and, more importantly, what keywords are not there. This means they can make accurate judgments about when to step in and show your DSA ads.

When setting up DSAs, Google creates the headline and you write the description. They choose the final URL and you set the bid.

Related: 7 Questions To Ask Before Hiring An Adwords Agency

Here’s how to set up a DSA:

  • Create a new campaign. One of the options you’ll see is to create a DSA campaign. We suggest not using that as it would limit your options further along. Instead, create a new Search campaign with “all features.” Your plan will be to only use DSAs inside that campaign.
  • You’ll need at least one ad group to hold your DSAs, and one is typically enough if you’re just starting out.
  • You still want to be split-testing, even though Google chooses your headline for you. So, create two different DSA ads with different body copy in each.
  • Choose the target. Start with the “all webpages” default. Save the advanced target­ing for later.
  • Add in ad extensions just as you would for a regular campaign.

Ongoing management of your DSA


Review your data. Keep an eye on the search queries Google chooses, particularly in the first few days. This lets you add any new negative keywords that you don’t want your ads shown for. And it’s a good way to identify and add new keywords you hadn’t yet thought of for other functioning campaigns. (You can add these new keywords as negatives in your DSA campaign, which forces that keyword traffic over to new campaigns in your account. Your DSA campaigns won’t be affected.)

Call-only campaigns

These allow you to create search ads where Google shows your phone number rather than a headline. As such, they only show on mobile devices capable of making calls.

A person clicks on your ad, which starts the process of calling your business directly from their mobile, rather than taking them to your site.

Related: 3 Things You Probably Didn’t Know About Google Adwords

Why use call-only?

Call-only campaigns force people to call your phone number rather than visit your site. If generating more phone calls is high priority for your business, call-only campaigns are worth testing.

How to set up call-only campaigns

Setup is simple. You can create a new campaign from scratch or just copy your existing search campaigns and change the ad type. Replace regular ads with call-only ads.

Tip: Google wants to see individual ad groups with a reasonable number of impressions at the ad group level. So a small number of ad groups with more keywords in each one – generating more impressions per ad group – will work better for call-only campaigns.

This article was originally posted here on

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