Websolved https://www.websolved.in My WordPress Blog Tue, 20 May 2025 18:20:10 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.1 https://www.websolved.in/wp-content/uploads/2024/08/favicon-150x150.png Websolved https://www.websolved.in 32 32 AI Overviews ARE Impacting SEO. Here’s What to Do About It https://www.websolved.in/blog/ai-overviews-are-impacting-seo-heres-what-to-do-about-it/ Tue, 20 May 2025 18:20:10 +0000 https://www.websolved.in/blog/ai-overviews-are-impacting-seo-heres-what-to-do-about-it/ Imagine spending years optimizing your website for search traffic, only to see Google answer your audience’s questions before they even click your link. That’s exactly what AI Overviews are doing. By generating instant, AI-powered responses directly in search results, Google is making it super easy for users to get the information they need without visiting […]

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Imagine spending years optimizing your website for search traffic, only to see Google answer your audience’s questions before they even click your link.

That’s exactly what AI Overviews are doing. By generating instant, AI-powered responses directly in search results, Google is making it super easy for users to get the information they need without visiting your website.

In this guide, we’ll break down how AI Overviews are reshaping search and, more importantly, share actionable strategies to future-proof your SEO.

Contents

The current state of AI Overviews

AI Overviews, first launched as Search Generative Experience in May 2023, have already seen a measurable impact. A recent study by SparkToro found that over 58% of Google searches now result in zero clicks, meaning most users find what they need without ever engaging with external websites.

ai overview for mission statement search

An example of an AI Overview.

As Google continues to expand AI Overviews, this trend is expected to grow, further cutting into organic traffic and making traditional SEO tactics less effective.

Plus, AI Overviews now show for 47% of searches—most of those informational—but with the potential to spread to other types in the future.

But it’s not all bad news. While AI Overviews are changing the game, they’re also creating new opportunities for brands that know how to adapt. Google’s market share is still around 90%, and search volume grew by 21% in 2024 (four times ChatGPT’s total search volume).

growth of desktop google searches from 2023 to 2024 from sparktoro

Source

With this information in mind, it’s safe to say that SEO isn’t dead yet—it’s just evolving, and businesses that adjust their strategies now will be the ones that thrive.

Need a refresher on how AI is impacting marketing (+some tips and tricks)? Free download >> Emergency Guide to AI in Marketing

5 ways AI Overviews are changing SEO forever (+how you can adapt to keep traffic and rankings)

Let’s dive into the big ways AI Overviews are impacting SEO and what you can do about it.

1. Organic clicks are plummeting

The data makes it clear: A Semrush study of 10,000 informational keywords found that AI-generated summaries significantly reduced both organic and paid click-through rates. Meanwhile, Moz’s latest research suggests that AI Overviews could slash organic traffic by 18% to 64%, particularly for websites that provide straightforward informational content.

This shift is particularly concerning for businesses that rely on organic traffic to generate leads and revenue. If users no longer have to click through to find the information they need, websites will see fewer visits, which will lead to massive losses in revenue.

How to adapt and maintain traffic

Rather than competing with AI-generated summaries, businesses should focus on creating content that AI can’t easily replicate or condense. The key is to provide value beyond a quick answer by offering depth, originality, and real-world application.

  • Create content with depth and complexity: AI excels at summarization but struggles with in-depth analysis. Publishing comprehensive, expert-backed content that explores topics from multiple angles will make your content harder to replace.
    • Example: Google May Have to Sell Chrome: What You Need to Know. This article goes beyond surface-level reporting with expert-led analysis and bold opinions AI can’t replicate. While an AI Overview might summarize the basic facts, it can’t capture the nuance of potential market impacts and forward-looking insights.
  • Leverage original research and unique data: AI models pull information from existing sources, which means they cannot generate new data on their own. Websites that publish original research, proprietary data, and industry reports can offer something AI simply cannot replicate. Conducting surveys, running experiments, and presenting firsthand insights will make content more valuable and difficult for AI to summarize.

google ads benchmarks overall metrics chart 2025

  • Provide case studies and real-world applications: One of the best ways to differentiate content is by showcasing real-world applications through case studies. AI-generated summaries provide general information, but they lack the nuance of real experiences. Businesses that share in-depth success stories, failures, and lessons learned create content that feels more practical, credible, and engaging.
  • Develop step-by-step, highly detailed ‘how-to’ guides: While AI can generate general guides, it often lacks the ability to walk users through complex processes with precision. Content that breaks down tasks into clear, actionable steps (especially when combined with screenshots, video tutorials, or interactive elements) can make a significant difference in engagement and retention.

screenshot of how to run google ads post from wordstream with video and table of contents

  • Optimize for featured snippets to maintain visibility: Although AI Overviews dominate the top of search results, featured snippets remain a valuable way to capture attention. Structuring content in a way that makes it easy for Google to feature (such as using clear subheadings, bullet points, and concise answers) can help businesses remain visible even as organic traffic declines.
    • Example: 4 Ways to Optimize for Zero-Click Searches​. This piece discusses strategies such as structuring content with clear subheadings, bullet points, and concise answers to increase the likelihood of being featured in Google’s snippets.​

2. Content summaries can misrepresent brands

AI-generated summaries pull information from multiple sources, often stripping away essential context or excluding critical details. This can result in misrepresentation of a brand’s messaging, leading to confusion, diminished trust, and lost conversions. Unlike human-curated content, AI Overviews do not prioritize brand intent, which means that businesses risk losing control over how they are perceived in search results.

Here’s an example of how AI summaries can cause problems: In February 2025, Google’s AI chatbot, Gemini AI, falsely claimed in a Super Bowl ad that Gouda cheese accounts for “50-60% of the world’s cheese consumption.” This faulty statistic sparked social media backlash and led Google to quietly edit the ad to remove the incorrect information. The incident underscored how AI-generated content can disseminate false information, potentially misleading audiences and harming brand credibility.

google ai showing incorrect stat for gouda consumption

Source

How to maintain control over your brand message

While businesses cannot directly control AI-generated summaries, they can take proactive steps to influence how AI interprets their content. The key is to structure content in a way that reinforces brand messaging and ensures that AI pulls the most relevant details.

  • Structure content with AI-friendly summaries: Since AI prioritizes content that is easy to extract and summarize, brands should create clearly defined sections that highlight key takeaways.
    • “Think of AI Overviews like citations: Write your content as if it’s the perfect key takeaway someone would highlight in an article. AI Overviews prioritize clear, helpful information, so focus on easy-to-understand definitions, examples, and explanations without burying them in long paragraphs or filler. Formatting matters too. Based on my experience, AI Overviews rely on header hierarchy to extract key information,” said Rease Rios, Senior Content Marketing Manager at Postman.

ai overview example for how to clean a pool with content source example

  • Use structured data to reinforce key information: “Formatting matters too. Based on my experience, AI Overviews rely on header hierarchy to extract key information,” Rease adds.
    • Schema markup helps search engines understand a page’s content more accurately. Businesses can reduce the risk of AI misinterpretation by adding structured data that defines brand values, product benefits, and unique selling propositions.
  • Ensure brand values and USPs appear early in the content: AI often pulls information from the beginning of an article or webpage. Placing a company’s mission, differentiators, and core value propositions within the first few sentences increases the chances that AI will include them in its summary.
  • Publish authoritative content across multiple trusted sources: Since AI gathers information from a variety of sources, businesses can reinforce their messaging by ensuring consistency across multiple platforms. Guest posts, PR mentions, and collaborations with authoritative industry websites can help shape the data AI pulls when generating summaries.

Need help creating your unique value proposition? Get the guide >> How to Create a Unique Value Proposition From the Ground Up

3. Authority signals matter more than ever

“Authority matters because internet users get savvier every day,” Rease said.

Google recognizes that, so its AI Overviews tend to prioritize content from authoritative sources, making it significantly harder for smaller or newer websites to gain visibility.

Since AI-generated summaries pull information from sources deemed trustworthy by Google, businesses without an established online reputation risk being overshadowed by industry giants.

Google’s Search Quality Guidelines emphasize the importance of Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) in ranking content. AI Overviews follow these same principles, favoring information from well-recognized publishers, government websites, and established industry leaders.

definition of google e-eat

Studies by Ahrefs have also shown that websites with a strong backlink profile—particularly those with links from reputable domains—are far more likely to appear in AI-curated search results. This means that without a strong foundation of credibility and authority, smaller businesses may struggle to compete.

How to establish authority and improve AI visibility

For businesses looking to improve their chances of being featured in AI Overviews, the key is to build credibility through strategic content efforts and high-quality backlinks. Here’s how to do it effectively:

  • Secure backlinks from trusted industry websites: AI places a heavy emphasis on authority, and backlinks from reputable sources act as endorsements of a site’s credibility. Focus on earning links from well-respected industry blogs, major publications, and educational institutions by publishing valuable content that others want to reference.
  • Publish thought leadership content featuring expert insights: AI Overviews favor content written by recognized experts in their fields. Businesses can increase their perceived authority by producing in-depth articles, whitepapers, and research-backed reports featuring insights from industry professionals. Including author bios that highlight credentials can further strengthen credibility.
  • Collaborate with established industry leaders: Partnering with recognized experts through guest posts, interviews, and co-authored content can enhance a brand’s authority. Being cited or featured in reputable sources also increases the likelihood that AI will consider a website trustworthy enough to pull information from.
  • Regularly update content with fresh data and authoritative references: AI favors content that is both relevant and well-supported by reliable sources. Regularly updating blog posts, case studies, and research articles with the latest statistics, reports, and citations from trusted organizations ensures that content remains competitive in AI-driven search results.

4. Long-tail and niche keywords are growing in importance

AI Overviews are optimized for broad, high-volume search queries but often struggle to provide relevant answers for specific, nuanced searches. This presents an opportunity for businesses to target long-tail and niche keywords, capturing high-intent traffic that AI may overlook.

Because AI-generated summaries pull generalized information from authoritative sources, they tend to offer one-size-fits-all responses. However, when users search for highly specific queries, such as industry-specific recommendations or in-depth comparisons, AI often fails to deliver personalized insights.

Postman is a great example: The company is shown twice in AI Overviews and once in the feature snippet for the keyword “soap api.”

postman blog showing twice in ai overview for soap api search

How to capitalize on AI’s weaknesses

To compete effectively, businesses should focus on keywords that require depth, expertise, and niche-specific knowledge. Here’s how to identify and optimize for these opportunities:

  • Use keyword tools to find AI-resistant queries: AI struggles with highly detailed, less frequently searched queries. Tools like AlsoAsked, AnswerThePublic, and Google’s ‘People Also Ask’ can reveal questions AI may not answer well, giving businesses the chance to create content that fills those gaps. (You can also try WordStream’s Free Keyword Tool to help here!)
  • Create in-depth, industry-specific content: Generic AI summaries cannot match content that provides specialized insights. Businesses should focus on producing articles that incorporate expert perspectives, detailed comparisons, and real-world applications relevant to a specific audience.

Looking for more ways to drive people to your site? Free guide >> 25 Ways to Increase Traffic to Your Website

5. Visual and video content is gaining ground

As AI Overviews evolve, they increasingly prioritize video and visual content over traditional text-based answers. This shift gives an advantage to businesses investing in multimedia, particularly video tutorials, product demonstrations, and visually engaging content.

  • 91% of businesses say video marketing has increased their traffic, according to Wyzowl’s Video Marketing Report.
  • Google’s AI favors video-based tutorials and product demos because they provide a more engaging and practical way to answer user queries.

With AI Overviews now embedding video content directly in search results, businesses that leverage multimedia effectively can gain an edge over competitors relying solely on written content.

How to optimize for AI-driven video search

To increase visibility in AI-powered search, brands must ensure their video content is both high-quality and optimized for discovery. Here’s how:

  • Create video content designed for search: Videos should target specific search queries, with keyword-rich titles, detailed descriptions, and timestamps that help Google understand their content. AI favors well-structured videos that clearly answer user intent.

ai overview example with video result and format

  • Embed videos in blog posts and landing pages: Businesses should integrate videos into existing web pages rather than rely on video content alone. Relevant tutorials or demonstrations can boost on-page engagement and improve rankings in AI-driven search.
  • Leverage YouTube SEO to drive traffic: Since Google prioritizes YouTube content in AI Overviews, optimizing for YouTube search is crucial. This includes writing detailed descriptions, adding relevant tags, and using engaging thumbnails to improve click-through rates.

Strategies to future-proof your SEO approach

As AI Overviews continue to reshape search results, businesses must adapt their SEO strategies to stay competitive. The key is to create content that AI struggles to replicate, optimize for structured visibility, and build brand authority across multiple platforms.

1. Develop “AI-resistant” content

“The best way to make your content AI-resistant isn’t to fight the algorithm. It’s to be irreplaceable. That means leaning into your brand voice and using authentic storytelling. When your content has personality and a perspective that AI can’t replicate, it naturally stands out. The content game is still about quality,” said Oskar Duberg, a freelance content specialist.

“AI-generated content is elevator music. Bland, forgettable, and very easy to tune out. To really stand out, your content needs a pulse. A beat. That means authentic storytelling, a clear perspective, and insights that come from personal experience, not just data,” Oskar said.

AI is excellent at summarizing widely available information, but it struggles with content that requires original thought, deep storytelling, and expert analysis. To ensure your content remains valuable and difficult for AI to replace, focus on:

  • Publishing proprietary research that AI cannot replicate: Conduct original studies, run surveys, and publish unique data that adds fresh insights to your industry. AI cannot generate or summarize data that does not already exist.
  • Interviewing industry experts for firsthand insights: AI pulls from existing sources, but expert interviews introduce fresh perspectives and nuanced opinions that AI cannot fabricate.

healthcare expert interviewed for hospital blog on eldest daughter syndrome

  • Creating in-depth product comparisons that require subjective judgment: AI can summarize feature lists, but it struggles with subjective opinions, detailed comparisons, and personal recommendations that involve human decision-making.
  • Writing case studies with real-world applications: AI cannot replicate real customer experiences, success stories, or business challenges. Detailed case studies with tangible results make your content irreplaceable.

By focusing on unique, high-value content that AI cannot easily summarize, businesses can safeguard their SEO performance despite AI-driven changes.

2. Optimize for “snippet-worthy” formatting

AI Overviews are drawn to well-structured content that’s easy to extract and display. If you want to increase your chances of showing up in AI-generated search results, optimizing for featured snippets and AI-friendly formatting is essential.

Stephanie Yoder, Director of Content at Rebrandly, puts it best: “To make your content AI-friendly, use clear headers (H2, H3) with relevant keywords. AI scans these headings to get a sense of your content, so optimized headers are key to boosting visibility.

Bullet points and numbered lists are also crucial because AI prefers concise, scannable information, and lists make it easier for the algorithm to pull your key takeaways. Lastly, structuring your content in a Q&A or FAQ format is a game-changer. AI loves pulling from Q&A sections, so answering common industry questions increases your odds of getting featured in snippets.”

ai overview example with faq content structure

By following these best practices, you’re not just improving your AI visibility; you’re also ensuring your content stands out in organic search.

3. Strengthen brand authority

“With AI prioritizing trusted sources, building authority across multiple platforms is more critical than ever. Google’s AI is more likely to reference brands that have a strong digital presence and recognized expertise,” Stephanie said.

To establish authority:

  • Earn mentions in high-authority industry publications: AI Overviews rely on information from trusted sources. Getting featured in top-tier publications and respected industry blogs improves credibility.
  • Publish content on third-party platforms like LinkedIn and Medium: AI pulls from multiple sources, not just your website. Expanding your content distribution to high-authority platforms increases visibility.
  • Actively engage in digital PR and guest posting: AI favors well-known thought leaders. Writing guest posts, contributing to industry discussions, and securing media coverage strengthen brand recognition.

this urgent care clinic was featured in the local news

“I like to think of AI Overviews as being cited as a source. You may not always get the traffic, but you will get the brand recognition and authority from being a trusted source” Rease said.

Stay ahead of the AI Overviews game

The rise of AI Overviews marks a fundamental shift in how search engines deliver information. As traditional SEO strategies evolve, businesses must embrace original research, optimize for structured visibility, and build brand authority to maintain their competitive edge.

Those who adapt to AI-driven changes—by creating high-value, AI-resistant content and strengthening their digital presence across authoritative platforms—will not only survive but thrive in the evolving world of search.

For support continuing to drive traffic in the world of AI, see how our solutions can help.

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Google Ads Benchmarks 2025: Competitive Data & Insights for Every Industry https://www.websolved.in/blog/google-ads-benchmarks-2025-competitive-data-insights-for-every-industry/ Mon, 19 May 2025 18:16:11 +0000 https://www.websolved.in/blog/google-ads-benchmarks-2025-competitive-data-insights-for-every-industry/ Search advertising still reigns as one of the most popular digital marketing channels for small businesses in 2025. In fact, according to our recent marketing trends survey, 76% of small businesses report being satisfied with their search advertising tactics, and almost half of SMBs are planning to invest more in search advertising this year. But […]

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Search advertising still reigns as one of the most popular digital marketing channels for small businesses in 2025. In fact, according to our recent marketing trends survey, 76% of small businesses report being satisfied with their search advertising tactics, and almost half of SMBs are planning to invest more in search advertising this year.

But where does your business land—are you ready to increase your investment, or still questioning the effectiveness of your existing search ad campaigns? With increasing changes to the search engine results page, like AI Overviews and the potential for multiple ads from the same brand, coupled with increasing advertising costs year over year, it can be tough to know. However, it’s important to understand how your search ads are performing compared to competitors in your industry so you can make informed decisions about how to optimize your campaigns.

Luckily, it’s that time of year once again for our annual search ads benchmarks! We analyzed over 16,000 campaigns running from April 2024 through March 2025 to create an easy-to-use report that paints a picture of how businesses in your industry are performing on Google Ads and Microsoft Ads.

2025 google ads benchmarks - overall averages

We’re also including thorough analyses, expert advice, and actionable tips to help you take control of your accounts and maximize your search ads strategy.

On the go? Take this data with you! We wrapped our 2025 Google Ads benchmarks report into a free, downloadable guide here.

Contents

Key search ads trends: The big picture

Search advertising costs have been increasing year over year for the last five years, and our latest data shows this trend continuing. However, cost per lead did not increase as drastically in 2025 as it did from 2023 to 2024, suggesting a little more stability in the paid ad space (after an extremely volatile year for organic rankings).

google ads benchmarks - google ads costs last five years

Let’s take a look at the big picture of this benchmark data before we get into the metric-by-metric details.

  • Overall, average click-through rate (CTR) increased slightly, by 3.74%, but when broken down by industry, just over half of the industries saw a decrease in CTR YoY, while 48% saw either stable or increased CTRs. This is a departure from our findings over the last two years, where CTR increased pretty significantly for many industries. Google and other search engines have continuously optimized ad placements to better blend in with organic results, but they may have done all of the optimizations they can do (for now), which speaks to increased costs and lower click-through rates (for 52% of industries).
  • Cost per click increased for 87% of industries. Some industries, like Education & Instruction and Beauty & Personal Care, saw substantial increases (over 40%). This is in line with our data last year, where we saw cost per click (CPC) increase for 86% of industries. The continuing increase in costs is likely due to crowded and unstable SERP conditions, plus increased competition.
  • Conversion rate increased for 65% of industries. It’s not all bad news! 15 out of 23 of the industries we looked at saw increases in conversion rate (CVR) YoY. This comes after a decrease for most industries last year. Some industries, like Sports & Recreation and Education & Instruction, saw large increases (over 40%). It’s encouraging to know that despite rising costs, search ads are still effective at driving leads for businesses. This could be due to a more stable economy throughout 2024.
  • Cost per lead increased for 13 out of 23 industries, although the average increase was only around 5% YoY, noticeably lower than last year’s 25% average increase. However, some industries did see significant decreases, including Career & Employment (46.74%) and Arts & Entertainment (32.28%). An increase in cost per lead (CPL) isn’t surprising given lower CTRs in those industries and increased CPC.

google ads benchmarks - overall changes year over year

Although costs have gone up, so have click-through rates and conversion rates, indicating generally better performance for advertisers as a whole.

According to Cliff Sizemore, Senior Marketing Manager at LocaliQ, “Costs are rising, but so is performance—65% of industries saw better conversion rates in 2025. The main takeaway here is that a smart strategy beats cheap clicks.”

Microsoft and Google Ads benchmarks for every industry

Ready to dig into the latest PPC trends? Check out the Microsoft and Google Ads benchmarks across all metrics and industries for 2025 below.

Want the full data breakdown straight to your inbox? Download our free 2025 Google Ads benchmarks guide!

google ads benchmarks overall metrics chart 2025

Click to enlarge

Average click-through rate in search ads

While click-through rate isn’t necessarily a “money metric” that ties back directly to your spend, it’s still important to your overall campaign health and ROI. It tells you how clickable your ads are, which you want to prioritize when trying to pull potential customers from the busy SERP.

The average click-through rate in Google Ads in 2025 is 6.66%.

google ads benchmarks - 20255 google ads average click-through rate

Business Category Average CTR
Animals & Pets 6.58%
Apparel / Fashion & Jewelry 6.77%
Arts & Entertainment 13.10%
Attorneys & Legal Services 5.97%
Automotive — For Sale 8.29%
Automotive — Repair, Service & Parts 5.56%
Beauty & Personal Care 5.71%
Business Services 5.65%
Career & Employment 6.57%
Dentists & Dental Services 5.44%
Education & Instruction 5.74%
Finance & Insurance 8.33%
Furniture 6.11%
Health & Fitness 7.18%
Home & Home Improvement 6.37%
Industrial & Commercial 6.23%
Personal Services 7.69%
Physicians & Surgeons 6.73%
Real Estate 8.43%
Restaurants & Food 7.58%
Shopping, Collectibles & Gifts 8.92%
Sports & Recreation 9.19%
Travel 8.73%

 

The industries with the highest average click-through rates were Arts & Entertainment at 13.10%, Sports & Recreation at 9.19%, and Shopping, Collectibles, & Gifts at 8.92%.

The industries with the lowest average click-through rates were Dentists & Dental Services at 5.44%, Automotive—Repair, Services, & Parts at 5.56%, as well as Business Services at 5.56%.

Average click-through rate: YoY

While the overall average click-through rate increased year over year, the industries that saw the biggest decreases year over year were Beauty & Personal Care (down 15.41%), Travel (down 14.07%), and Restaurants & Food (down 12.67%).

In contrast, the industries with the highest increases year over year included Shopping, Collectibles & Gifts up 14.07%, Home & Home Improvement up 13.95%, and Attorneys & Legal Services up 12.64%.

google ads click-through rate year over year chart

The overall average click-through rate across all industries increased 3.74% year over year. We think there could be a few SERP factors at play as to why average click-through rate increased.

“CTRs have been increasing YoY for five years, largely driven by new ad features and SERP changes, including larger ads, more ads above the fold, and ads that blend in more with organic results,” said Elisa Gabbert, Director of Content Marketing at LocaliQ.

Ads now look more like organic results than ever before, so users may be more likely to click on them. In the example below, aside from the “sponsored” flag at the top of these ads, there is not much that differentiates them from the typical organic result.

google ads benchmarks 2025 - example serp screenshot

This layout has certainly come a long way from the old Google Ads formats from years ago that had the yellow “Ad” flag.

google ads benchmarks - historical view of past google ads serp with old ad

Throwback to when ads looked like this!

We suspect that Beauty & Personal Care saw the biggest decline in average CTR year over year because competition has significantly increased in that industry. Thanks to the emergence of online shopping platforms like TikTok Shops and Amazon, it’s easier than ever for new beauty brands to pop up.

In fact, social and ecommerce sales drive more than 50% of overall beauty sales globally. Although potential shoppers may not be clicking as frequently on a beauty brand’s search ads, businesses in this industry should run Google Ads that build brand awareness and drive users to their online shops.

google ads benchmarks - beauty and personal care ecommerce trends

Source

How to improve your search ads click-through rate

There are two core problems likely at the root of any low click-through rate: targeting and ad copy or creative.

To start, if you’re not hitting the right audience members at the right time, they’ll be less likely to click on your ad. It’s important to review your keyword lists often to ensure you’re hitting high-intent, transactional terms.

As for creating compelling ads, be sure you’re taking advantage of ad assets, like sitelinks or image assets, to make your ads more clickable and enticing. If you don’t have the bandwidth to refresh your ads often, try leaning into AI tools to help you whip up new lines of ad copy or unique creative assets. Just be sure to double-check any AI-generated ad elements before you set them live. Check out this resource for more ways to improve your click-through rate.

Try the new, free AI copy tool from our friends at LocaliQ for instant copy-and-paste headlines and descriptions!

Average cost per click in search ads

Click-through rate and cost per click go hand-in-hand in Google Ads. If you’re getting a high click-through rate and high costs per click, you’ll spend your budget faster. That’s why CPC is so dependent on factors such as your bidding strategy, industry competition, and more.

The average cost per click in Google Ads in 2025 is $5.26.

2025 google ads cost per click benchmarks chart

Business Category Average CPC
Animals & Pets $3.97
Apparel / Fashion & Jewelry $4.31
Arts & Entertainment $1.60
Attorneys & Legal Services $8.58
Automotive — For Sale $2.41
Automotive — Repair, Service & Parts $3.90
Beauty & Personal Care $5.70
Business Services $5.58
Career & Employment $5.16
Dentists & Dental Services $7.85
Education & Instruction $6.23
Finance & Insurance $3.46
Furniture $3.86
Health & Fitness $5.00
Home & Home Improvement $7.85
Industrial & Commercial $5.70
Personal Services $5.81
Physicians & Surgeons $5.00
Real Estate $2.53
Restaurants & Food $2.05
Shopping, Collectibles & Gifts $3.49
Sports & Recreation $2.64
Travel $2.12

Industries that saw the lowest average cost per click included Arts & Entertainment ($1.60), Restaurants & Food ($2.05), and Travel ($2.12).

Meanwhile, the industries with the highest average cost per click included Attorneys & Legal Services ($8.58), Dentists & Dental Services and Home & Home Improvement (both at $7.85), and Education & Instruction ($6.23). It’s not surprising to see these industries on the higher end of the CPC spectrum; they typically have high-competition keywords, and clicks can yield higher purchase values for these types of businesses.

However, the economic landscape likely has an impact on industries with high average CPCs as well, like the Home & Home Improvement category.

“One of the most notable trends in the advertising landscape is the rising costs associated with Home & Home Improvement services, which are now closely following the traditionally high costs of attorney and legal services,” said Navah Hopkins, Brand Evangelist at Optmyzr.

Average cost per click: YoY

The industries with the biggest decreases in cost per click were Arts & Entertainment—down 6.98%, then Restaurants & Food—down 5.96%, and Attorneys & Legal Services—down 4.03%.

On the other end, Beauty & Personal Care average cost per click was up 60.11%, followed by Education & Instruction up 41.91%, and Shopping, Collectibles, & Gifts up 33.72%.

The overall average cost per click in Google Ads across all industries increased by 12.88%.

google ads average cost per click year over year benchmarks chart

Education & Instruction, seeing one of the biggest increases in cost per click year over year, could indicate a general lull in the industry.

For example, many educational institutions—including both higher education and K-12 schools—are bracing for a looming enrollment cliff. It’s projected that the average number of high school graduates per year will decrease by 10.7% by 2037, plus over a third of US adults report having little to no confidence in higher education.

Of course, there will always be opportunities for education-based businesses and organizations to tap into their markets via search ads. However, these trends may indicate that hard-to-come-by clicks will be of higher value and come with higher associated costs.

How to lower cost per click

You always want to keep your Google Ads costs low. The lower your cost per click, the better, since that means you’re spending less overall and can inherently lower your cost per lead.

While we share plenty of ideas to lower your cost per click in Google Ads here, keep in mind factors that may be out of your control, like industry competition. For example, Google Ads recently updated its unfair advantage policy to now allow the same brand to serve multiple ads in different locations on the SERP, which could drive up costs. In this case, it’s best to master campaign basics to ensure your landing pages, keywords, and ads are tightly aligned to increase Quality Score and, in turn, lower your cost per click.

Additionally, your bidding strategy could have an impact on your cost per click. For example, if you choose an automated smart bidding strategy that’s optimizing for conversions over clicks, Google’s machine learning might bid higher for queries more likely to convert—even if they’re more competitive and expensive.

According to Katia Hausman, Vice President of Product at LocaliQ, “The rate of CPC increases varies depending on optimization type, but we’ve seen sharper increases on campaigns with smart bidding, which is likely expected since Google has direct control over these CPCs.”

Want to lower your costs fast? Download our free guide to 6 easy ways to save big in Google Ads now!

Average conversion rate in search ads

Conversion rate is a crucial PPC metric when it comes to gauging your search ad performance, because it proves how well your ads are equating to real sales or leads.

A high conversion rate indicates that your ads are showing to interested potential customers with ad copy and creative that’s compelling enough to hook them in and that your landing page is optimized for the buyer’s journey.

The average conversion rate in Google Ads in 2025 is 7.52%.

2025 google ads benchmarks - conversion rate chart year over year

Business Category Average CVR
Animals & Pets 13.07%
Apparel / Fashion & Jewelry 3.99%
Arts & Entertainment 4.84%
Attorneys & Legal Services 5.09%
Automotive — For Sale 7.76%
Automotive — Repair, Service & Parts 14.67%
Beauty & Personal Care 7.82%
Business Services 5.14%
Career & Employment 4.33%
Dentists & Dental Services 9.08%
Education & Instruction 11.38%
Finance & Insurance 2.55%
Furniture 2.73%
Health & Fitness 6.80%
Home & Home Improvement 7.33%
Industrial & Commercial 7.17%
Personal Services 9.74%
Physicians & Surgeons 11.62%
Real Estate 3.28%
Restaurants & Food 7.09%
Shopping, Collectibles & Gifts 3.83%
Sports & Recreation 7.62%
Travel 5.75%

 

The industries with the best average conversion rates were Automotive—Repair, Services, & Parts at 14.67%, Animals & Pets at 13.07%, and Physicians & Surgeons at 11.62%.

In contrast, industries with the lowest average conversion rates were Finance & Insurance at 2.55%, Furniture at 2.73%, and Real Estate at 3.28%.

Average conversion rate: YoY

The industries that saw the biggest increases in conversion rates were Education & Instruction (up 43.87%), Sports & Recreation (up 42.43%), and Apparel, Fashion & Jewelry (up 14.69%).

Meanwhile, the industries that saw the biggest drops in CVR year over year were Career & Employment (down 23.09%), Restaurants & Food (down 18.69%), and Home & Home Improvement (down 14.97%).

Despite rising costs, the average conversion rate increased by 6.84% year over year, which reinforces the effectiveness of search ads in driving leads for businesses. Although this could also be the result of a more stable economy and cooling inflation over the last year, market uncertainty has returned, so we’re curious how conversion rates will change throughout the year.

2025 google ads benchmarks - conversion rates year over year

How to improve conversion rate

It might seem counterintuitive at first, but to address a low conversion rate, you’ll have to first address your CTRs and CPCs. For instance, if you’re getting less clicks at higher costs, it’ll be more difficult to maintain a high conversion rate as your budget stretches to cover what are likely lower-intent clicks. Remember, a click is half the battle when securing a conversion.

“Rising CPCs are one of the only constants in Google Ads, so it’s refreshing to see advertisers focusing on what they can control in response: conversion rates,” said Jyll Saskin Gales, Google Ads Coach.

If you find you want to squeeze more out of your conversion rate and your CTRs and CPCs are already maximized, you may want to consider new conversion actions to test on your landing pages to make it easier for visitors to take action on your site.

“Everything comes down to your landing page offer in combination with your ad. If your focus area was on making your ad and landing page as conversion-friendly as possible, then CVR will improve as well,” said Brett McHale, Founder of Empiric Marketing.

“Landing page optimization, compelling creative, offline conversion tracking—these are some of the tools we have to increase conversion rate and keep ROI in line. 65% of industries saw increases in average conversion rates this year, a promising trend to counteract rising costs,” Jyll said.

Other marketing channels can also help support your Google Ads conversion rate optimization efforts, as your social media accounts might inspire potential customers to search for your business online, and so on.

Be sure to check out this resource for more conversion rate optimization tips.

Get ideas to optimize your campaigns and increase conversion rates fast with a free, instant account report from our Google Ads Grader!

Average cost per lead in search ads

While you want to consider all your available metrics when evaluating your PPC reporting and performance, cost per lead is one that usually gets special attention. It’s the “money metric” for many advertisers because it defines the bang for your buck.

Cost per lead (also referred to as cost per conversion, cost per action, or cost per acquisition) can indicate how effective your campaigns are at delivering marketing ROI, since it calculates how much you’re spending for a conversion on average.

“Ultimately, cost per lead, when used in tandem with lead value tracking, is the most important PPC metric because it directly reflects the value generated from advertising efforts, which is why tactics like call scoring and value-based bidding are so important,” Katia said.

The average cost per lead in Google Ads in 2025 is $70.11.

2025 google ads benchmarks - cost per lead

Business Category Average CPL
Animals & Pets $31.82
Apparel / Fashion & Jewelry $101.49
Arts & Entertainment $30.27
Attorneys & Legal Services $131.63
Automotive — For Sale $38.86
Automotive — Repair, Service & Parts $28.50
Beauty & Personal Care $60.34
Business Services $103.54
Career & Employment $62.80
Dentists & Dental Services $83.93
Education & Instruction $90.02
Finance & Insurance $83.93
Furniture $121.51
Health & Fitness $62.80
Home & Home Improvement $90.92
Industrial & Commercial $85.63
Personal Services $53.52
Physicians & Surgeons $56.83
Real Estate $100.48
Restaurants & Food $30.27
Shopping, Collectibles & Gifts $47.94
Sports & Recreation $47.47
Travel $73.70

 

The industry with the lowest average cost per lead was Automotive — Repair, Service & Parts with an average CPL of $28.50. This industry was followed by Restaurants & Food and Arts & Entertainment, both with a CPL of $30.27, and Animals & Pets with a CPL of $31.82.

The industries with the highest average costs per lead were Attorneys & Legal Services at $131.63, Furniture at $121.51, and Business Services at $103.54. While these CPLs are on the higher end compared to all the industries we looked at, it’s important to keep in mind the value of a lead for these types of businesses. For example, a Business Services lead could equate to a larger, higher value purchase as the lead moves through the B2B sales cycle.

Average cost per lead: YoY

The industries that saw the steepest drops in average cost per lead year over year were Career & Employment (down 46.74%), Arts & Entertainment (down 32.28%), and Animals & Pets (down 8.9%).

On the opposite end, Education & Instruction saw the biggest increase in CPL year over year as its average rose by 25.87%. This industry was followed by Beauty & Personal Care, which increased by 24.62%, along with Apparel, Fashion & Jewelry, which increased by 23.36%.

The overall average cost per lead in Google Ads across all industries went from $66.69 in 2024 to $70.11 in 2025, indicating a 5.13% increase. This year-over-year increase is much more mellow compared to the 25% average increase we saw last year when comparing 2024 to 2023. After are large increase in CPL last year, it’s good to see this metric leveling off a bit.

average cost per lead - year over year chart

How to lower cost per lead

If you’re feeling like your average cost per lead isn’t up to par with your industry average, there are countless options for how you can work to lower it. Keep in mind, too, that fluctuations and variations in average cost per lead are completely normal. Not only that, but your cost per lead data will be dependent on how you track and assign values to your conversion actions. Plus, you may need to consider your lead quality when evaluating your cost per lead.

“Cost per lead is an essential metric, but measuring lead quality and value is just as important today. Advertisers need to track the real business impact of those leads. Feeding platforms actual conversion value signals, like scored call data, improves CPL over time,” said Alessandro Colarossi, Director of Account Management at SearchKings.

“In industries like Home & Home Improvement, where the average CPL is already $90.92, focusing on better lead quality over sheer quantity is critical,” Alessandro said.

It also may be beneficial to evaluate your other marketing platforms in tandem with your search ads cost per lead to see how you could bring down costs across the board to work towards your business’s bottom line.

marketing channel mix example

An example of marketing channels that could complement your search ad strategy and help you bring down costs overall.

What these search ad benchmarks mean for your business

Regardless of how your current PPC results align with your industry’s averages, there are always ways you can improve and optimize your campaigns!

“Cost per lead is either increasing at a slower pace or decreasing altogether for many industries, mostly due to improving conversion rates. This suggests ads, keywords, and landing pages are becoming more relevant, leading to a higher percentage of website visitors contacting the business,” Katia said.

To help you make smart PPC strategy decisions, here’s what to know about the key trends and takeaways from these Google Ads benchmarks.

1. Keeping an eye on SERP changes is hugely important

Google has already been looking for additional ways to squeeze money out of the SERP, like reversing a long-held rule keeping businesses from running multiple ads on the same SERP. We expect Google to also introduce more ad options within AI Overviews to further monetize the search results page.

google ads benchmarks - example ad on serp

google ads benchmarks - duplicate ad example

There are ads for JustAnswer in the top ad spot and then again further down the page in this SERP example, proving how Google’s recent updates are changing the ad landscape.

2. Diversifying your search ad strategy is key

As we’ve seen potential ad placements expand and become more streamlined with campaign types like Performance Max and Demand Gen campaigns, it’s more important than ever to take advantage of all the options Google has available to reach your audience.

You might not be able to rely solely on search ad placements and could expand to other strategies like Shopping Ads or Local Services Ads to supplement your search campaigns and improve your overall account health.

More campaign variety could also lead to lower CPCs in general. For example, industries that rely heavily on visuals to showcase their offerings are generally seeing lower costs as they move towards media-rich, feed-based campaign types.

“It is intriguing to observe how inexpensive categories such as Real Estate have become. The affordability of Real Estate is particularly surprising, as one would expect the CPCs in this sector to be more competitive,” Navah said.

“This raises questions about whether the introduction of Performance Max campaigns is contributing to the lower average CPCs, as more Real Estate marketers adopt this feed-based campaign type,” Navah said.

You should also consider all your search ad platform options. For example, you can replicate your Google Ads success on Microsoft Ads for typically a lower cost.

“Diversifying your advertising spend across different platforms can help offset rising costs on any single platform. This allows you to reach different audiences while reallocating budgets to the ad publishers that deliver the best conversions,” Katia said.

3. Account structure can make or break your experience in the ad auction

How you break out your campaigns and segment your target audiences has a huge impact on performance. It’s important to consider your account structure when evaluating costs, as auctions for certain campaign types or audience segments may be more competitive than others. This means your different campaigns may require variations in keyword lists, budget, bidding strategy, and more.

google ads account structure chart

Map out your account for success now using our free guide to the perfect Google Ads account structure!

“It is essential to pay close attention to auction prices. If there are significant variations across different regions or business segments—where some areas are costly while others are more affordable—it is crucial to manage these differences effectively,” Navah said.

“Keeping these variations in separate campaigns allows for more efficient budgeting and resource allocation,” she added. “Ultimately, it is vital to align your campaigns with the revenue generated from sales, regardless of whether the transaction is immediate or part of a lead generation process.”

4. Fine-tuned targeting is a must

The right account structure can also help you target more effectively.

“A big tip I have for improving search ad results would be to know your audience and optimize your campaign to that audience. The more tailored your ads can be for the audience most likely to convert, the better,” said Stephanie Scanlan, Vice President of Client Success at LocaliQ.

“Use tools, such as settings by demographics, to make sure your ad spend is going towards people who would use the product or service you’re selling. Add in audiences to help your ads show for people who have engaged with similar businesses or industries recently. Know your audience well and maximize your reach to them,” Stephanie said.

In this instance, your PPC goals can be a guiding light for your campaign structure and targeting strategy.

“Build campaigns that are hyper-focused on the goal that you are trying to achieve. Google Ads (and nearly every other ad platform) is heavily pushing broad ‘AI-enhanced’ targeting. While this can be helpful, you still want to maintain as much control over targeting as possible. Don’t always opt for the easiest campaign setup with Performance Max or other AI features. Instead, test AI-powered capabilities first and use them strategically,” Brett said.

From there, you can create ads that are tightly aligned to your campaign’s audience segments.

“Always focus on creative and messaging. Once targeting is optimized, your best strategy is to heavily focus on where folks are landing from your ads and what is going to draw them there to convert. Conversions start at the ad level and work their way down. Make that process as seamless as possible,” Brett said.

5. Focusing on overall ROI throughout the year should be a priority

While it can be easy to get bogged down with one specific metric, try to think about how these key Google Ads metrics play into your business’s overall bottom line. While it’s important to track individual performance metrics within Google Ads, you should find ways to uncover your search ads ROI as a whole, too.

“At the end of the day, with PPC it is about the ROI. Is your PPC campaign putting money back into your business and helping it grow? For a business owner, it is important to continually optimize your PPC campaigns for what is generating ROI at that moment in time,” Stephanie said.

Your PPC ROI may be subject to seasonality as well. So, be ready to shift your strategy as needed throughout the year to maintain an effective, always-on approach to your campaigns.

“Industries see shifts throughout the year, and what was giving you the best ROI in April won’t necessarily be the same services or products giving you the best ROI in October. Your PPC campaign needs to be adjusted along with this to ensure you’re maximizing your best ROI,” Stephanie said.

6. Don’t be surprised if industry competition continues to increase

With the current state of search advertising, it’s inevitable that competition is only going to increase for most industries. To combat this and stay ahead, lean into first-party data and value-based campaign tracking and bidding.

customer data collection sources

“Advertisers seeing the strongest long-term results despite rising competition are the ones strengthening their first-party data foundations. For instance, using customer match for prospecting, GA4 audiences for smarter targeting, and securing conversion durability through enhanced conversions and GA4 user-provided data,” Alessandro said.

“The widening gap between CPC and CPL across industries really stands out to me. While some categories like Automotive—Repair, Service & Parts show a manageable cost per click of $3.90, the cost per lead still stretches to $28.50,” Alessandro said.

“On the higher end, Attorneys & Legal Services has a CPC of $8.58 but a much higher CPL of $131.63. This shows that even when clicks are reasonably priced, competition for meaningful conversions can drive lead costs significantly higher. It highlights the growing need for advertisers to track and value their conversions carefully as acquisition costs continue to rise.”

The value a search ad lead brings to your business can make dealing with high costs and competition well worth it.

“The ultimate measure of success is the value of the leads generated. It’s acceptable for CPC to rise if CPL is falling and conversion rates are improving. Therefore, it’s important to invest in tools that allow you to understand the true value of your leads to get a complete picture of performance,” Katia said.

7. Auditing your PPC accounts regularly is crucial

As the overall averages for CTR, CPC, CVR, and CPL have fluctuated in recent years, you’ll want to stay ahead of any potential changes to your account performance. Auditing your PPC accounts regularly can help you understand how your campaigns are performing against benchmarks in your industry.

Try finding an easy-to-follow audit structure that works best for you and your team. For example, many advertisers use the SWOT analysis exercise (which looks at their account’s strengths, weaknesses, opportunities, and threats) to track, benchmark, and optimize their performance.

Or, you could try following a checklist, like the example below, to be sure you’re covering all your performance tracking bases.

google ads benchmarks - google ads account audit

Want a true read of your Google Ads campaign performance? Try our free Google Ads Grader for an instant account report!

Google Ads benchmarks 2025: How to take action in your account now

Remember, no two Google Ads accounts are exactly the same. While these benchmarks can be a guiding light when measuring PPC performance, what might work for one advertiser may not work for another. So, use this data as a reference point for which direction to take your account optimization strategy according to your business’s unique needs.

Search ads campaigns are flexible, and you can use data like the averages in this report to pivot your strategy when it matters most. The sooner you start tracking your performance alongside industry benchmarks, the better. For more help making the most of your search ads, see how our solutions can maximize your campaign strategy!

About the data

This report is based on a sample of 16,446 US-based search advertising campaigns running between April 1, 2024, and March 31, 2025. Each category includes at minimum 64 unique active campaigns. “Averages” are technically median figures to account for outliers. All currency values are posted in USD.

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54 Fun & Creative Summer Instagram Captions for Any Business https://www.websolved.in/blog/54-fun-creative-summer-instagram-captions-for-any-business/ Wed, 14 May 2025 17:48:11 +0000 https://www.websolved.in/blog/54-fun-creative-summer-instagram-captions-for-any-business/ Who doesn’t love summer? School’s out, vacation plans abound, and there are ample opportunities to get our vitamin D levels up. Summer is also a time to engage in some seasonal marketing. We’ve talked before about the benefits of seasonal messaging and campaigns. You can employ summer marketing ideas on any of your channels, and […]

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Who doesn’t love summer? School’s out, vacation plans abound, and there are ample opportunities to get our vitamin D levels up.

Summer is also a time to engage in some seasonal marketing. We’ve talked before about the benefits of seasonal messaging and campaigns. You can employ summer marketing ideas on any of your channels, and Instagram is no exception.

Summer Instagram captions are a great way to capitalize on the excitement around the season. And they can support you in any marketing goal, whether you’re promoting an upcoming sale, touting your newest offerings, or encouraging your audience to book services.

So what goes into crafting an effective summer Instagram caption? And what should you write to catch your audience’s eye? We’ve got you covered.

Contents

What to include in your Instagram captions for summer

Instagram is a visual platform first. It’s where you share photos and videos with your audience. You can even go live and provide real-time video updates. But alongside this visual content, there is space to caption your work.

summer instagram captions - example fun summer instagram caption

Cloudless skies, big smiles, and a caption that leans into those summer holiday vibes.

As on all social platforms, take advantage of all the features — an empty or underutilized caption is a missed opportunity!

When crafting your summer Instagram captions (or, really, any Instagram captions), these tips can help you appeal to readers and even boost your reach and engagement.

Download our free 2025 social media calendar for more caption, hashtag, and post ideas to last you all year long!

Summer Instagram caption do’s and don’ts

Let’s start with some “dos:”

  • DO use hashtags. Research has found that posts with 11 or more hashtags see the highest engagement on Instagram.
  • DO watch your caption length. Captions with fewer than 30 words typically perform best.
  • DO try emojis. These little characters can add some visual interest to your caption. Including one or two lends your post levity and whimsy. Don’t overdo it, though. A caption that treats emojis as hieroglyphs can be hard to understand.
  • DO include a CTA, where appropriate. Not all of your Instagram content needs to drive audience action. But when a post aims to achieve a specific marketing goal (e.g., “We want to encourage more sign-ups for our upcoming event”), then include a CTA that asks your audience to take action (e.g., “Follow the link in bio to register!”).

summer instagram captions - example of a good summer instagram caption

This short caption sets a scene and has readers envisioning a day-to-evening look for summer.

Just as important are the “don’ts:”

  • DON’T be inauthentic. Stay true to your brand voice. Don’t adopt a cooler or younger persona just because you’re on a social platform.
  • DON’T forget about your audience. Social media is a place for you to build your brand, increase awareness, and establish yourself as a trustworthy presence in your industry. You can only do those things if you keep your audience — their needs and pain points — in mind as you draft your content.
  • DON’T skew to sales-focused messaging. Because social media is a “top of the funnel” channel, it’s not a place for the hard sell. If you have a specific goal in mind (e.g, promoting an upcoming sale), then you can include more overt sales language. But mostly, Instagram is a place to build awareness and interest.

54 fun summer Instagram captions to heat up your posts

Now that you know what goes into creating an interesting summer Instagram caption, are you ready to draft your own? If you’re looking for a little extra inspiration, read on.

We’ve got real-world examples, and some suggested creative summer Instagram captions you can tailor to fit your brand.

Make a plan to grow your Instagram account this summer with our free, easy-to-use growth strategy guide!

Summer Instagram captions for retailers

Many retail brands can cut loose and have fun in their seasonal marketing messaging. If you’re selling summer gear of any kind—whether that’s shorts and flip-flops or cleaning chemicals for the pool—there’s a built-in link between the season and your offering.

Keeping your captions light and airy aligns with the season. And adding related hashtags, including local hashtags, can help you appear in relevant searches and feeds on the app.

patriotic summer instagram caption

This stars and stripes quilting kit is the perfect item to promote ahead of Memorial Day and July 4th.

Here are some short and breezy caption ideas to spark your creativity:

  • In-store deals are heating up! Stop by for 20% off all [product categories], all weekend long. #SummerSale
  • Temps are rising, but we’ve got the coolest new items in stock. Visit us from 9-5 to see for yourself (and enjoy our A/C). #NewArrivals
  • Your go-to for summer essentials.
  • Summer style.
  • Cool for the summer.
  • Summer vibes.
  • Summer fashion.
  • It’s time for a summer shopping spree.
  • Long days, hot drops. #NewArrivals
  • Get stocked for summer. #SummerEssentials
  • Keep things fresh this summer. Shop our new arrivals.

Summer Instagram captions for home services

When summer rolls around, there’s plenty for homeowners to do. Regular lawn mowing, pool prep, and cleaning ahead of backyard parties—home services businesses have options when invoking seasonal messages in their summer Instagram captions.

summer instagram captions - example home services caption for summer

Source

Try these captions for your home services business this summer:

  • A/C troubles? In this weather!? We don’t think so. Our team is on call 24/7 for emergency service. Link in bio to schedule a visit. #HVACRepair #StayCool
  • Don’t sweat the housework this summer. Give us a call. #CleaningPros #HomeCleaning
  • Summer service slots are going fast! Book yours now.
  • Transform your backyard into *the* place to chill this summer.
  • Get your pool summer-ready! Book your seasonal opening service today. #PoolCleaning #SummersHere
  • Handyman services to get your home in tip-top shape for the season.

Summer Instagram captions for travel, hospitality, and event businesses

With kids out on summer break and adults requesting vacation time, the summer is typically a busy season for those in travel, hospitality, and events.

Lean on seasonal themes to help people find your business as they look for the perfect location for their summer getaway or date night out.

fun travel summer instagram caption

Source

Here are some fun and enticing Instagram captions you can use to accompany your summer photos and videos:

  • Your perfect summer vacation awaits.
  • The [great outdoors/beach/lake/city] is calling. #SummerTravel #MakeItCount
  • Effortless summer travel.
  • Where to next this summer?
  • This is your sign to book the tickets.
  • Get your next summer adventure on the books.
  • Summer sips #DrinkSpecials #SeasonalCocktails
  • Summer is better spent poolside.
  • We’re making the most of local produce. Stop in for seasonal specials. #EatLocal #SummerProduce #StrawberrySeason
  • Enjoy your summer Fridays. Join us for happy hour, starting at 4 p.m. #HappyHour

Summer Instagram captions for healthcare

Caring for your mind and body never takes a vacation! Those in the healthcare space can craft timely messaging to encourage followers to tend to themselves during the summer months.

Whether that’s reminders about sunscreen usage or healthy recipes using fresh local produce, there are plenty of ways for healthcare businesses to lean into seasonal themes.

summer instagram caption for healthcare business

Source

Try these summer Instagram captions for your healthcare business:

  • Wellness doesn’t take a vacation.
  • This is your reminder to reapply your sunscreen!
  • Swimming, biking, pickleball—what’s your favorite way to stay active in the summer? #SummerSports
  • Healthy skin tomorrow starts with sunscreen today.
  • Summer colds are no fun! We’re here to get you better and back out to the beach.
  • School’s almost back in session. Schedule your required vaccinations today. #BackToSchool
  • Shining sun, glowing smile. Book a teeth-whitening session at the link in bio. #Dentist #Smile
  • Beat the heat! Follow the link in our bio for tips to stay safe, cool, and hydrated during the upcoming heatwave.

Summer Instagram captions for automotive businesses

Summer is a season of road trips and family travel—perfect messages for those in the automotive industry to lean into. Whether you run a dealership, body shop, or detailing business, there’s a lot for you to talk about during the summer.

summer instagram captions - automotive instagram caption

Source

Here are some Instagram caption ideas to get you started:

  • It’s road trip season.
  • Cruising into summer like
  • It’s a windows down, stereo up kinda day.
  • New season, new ride.
  • Keep your ride looking fresh, all season long. #Detailing
  • Hit the road with confidence this summer. Book a tune-up ahead of your next family car trip.

Summer Instagram captions for education

School may not be in session during the summer, but that doesn’t mean education businesses go into hibernation. Whether you’re hosting a summer camp or running tutoring sessions to get kids ready for the grade ahead, there are plenty of things you can talk about on your Instagram throughout the season.

summer instagram captions - education

Source

Try these caption ideas throughout the summer to keep your Instagram page lively:

  • Hit the beach, then hit the books.
  • School’s out for summer. But that doesn’t mean learning stops! Spots in our 4-week group tutoring sessions are now open. #Tutoring #BookToday
  • A smarter summer starts here.
  • Summer brain drain? We don’t think so! Sharpen your skills in our math bootcamp.
  • A little studying now → a successful start to the school year.
  • Summer camp is in session! Last-minute slots still available. #SummerCamp

Summer Instagram captions for professional services

As colleagues and clients alike enjoy summer vacation plans, work can slow down around the office. That makes it the perfect time for professional services brands to lean into seasonal marketing and stay top-of-mind.

Some prospects might want to tackle a big project during the quieter summer months, while others might look ahead to hiring help for Q4. Regardless, maintaining a consistent presence on Instagram throughout the summer can keep your business in the mix.

summer instagram captions - canva example

Source

Here are some summer Instagram captions to try throughout the season:

  • School’s out for summer, but we’re not!
  • Take that summer vacation. We’ll be here, helping your business grow while you’re OOO. #SummerVacation #[IndustrySpecificHashtag]
  • Supercharge your strategy this summer.
  • Make summer work for you.
  • Let’s get you in tip-top shape for Q3. Link in bio to book your free discovery call.
  • Make the most of the summer quiet. Book a session with us in August, and enjoy a 10% discount. #BookToday #[IndustrySpecificHashtag]
  • We sweat your success.

Try seasonal summer Instagram captions to brighten up your page

Regardless of your industry or target audience, seasonal messaging can help reinvigorate your copy and recapture your followers’ attention. This summer, try sprinkling in some seasonal posts alongside your regular ones. You just might notice that readers are extra excited to see content that aligns with the vibes of the season.

For more help with your summer Instagram captions, see how our solutions can maximize your social presence this season and beyond!



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The Best AI Tools to Tackle Every Marketing Task https://www.websolved.in/blog/the-best-ai-tools-to-tackle-every-marketing-task/ Tue, 13 May 2025 17:44:31 +0000 https://www.websolved.in/blog/the-best-ai-tools-to-tackle-every-marketing-task/ OpenAI launched ChatGPT in late 2022, and AI has dominated marketing headlines and online discussions ever since. All that attention makes it increasingly clear that leveraging AI tools is essential for building a marketing strategy and growing a business today. But where do you start when there are so many AI platforms to choose from? […]

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OpenAI launched ChatGPT in late 2022, and AI has dominated marketing headlines and online discussions ever since. All that attention makes it increasingly clear that leveraging AI tools is essential for building a marketing strategy and growing a business today.

But where do you start when there are so many AI platforms to choose from?

To help you answer that question, we compiled a list of some of the biggest, most popular AI tools for marketers and small business owners available today. For each, we’ve outlined what the tool is and how it’s useful for you. We also included pros and cons with special attention to the practicalities, including the tech’s capabilities and the learning curve to get it running.

Let’s get to it.

Contents

Best AI tools for content creation

Content creation and copywriting are probably the most talked-about marketing jobs AI can do for you. While some of the tools on this list are multi-purpose, they’re also great writing partners for your blog posts and Google Ads.

1. Copy.ai

Copy.ai is an AI-powered content generation tool that helps with anything copy-related—taglines for ads, captions for social media posts, promotional emails, and more. Copy.ai also assists with longer-form content like content briefs and transcripts.

Best AI tools - screenshot from CopyAI

CopyAI’s simple UI.

The tool also offers features like AI-powered lead processing, forecasting, and account-based marketing for more robust go-to-market support. However, Copy.ai is still best known by marketers as a copy and content generation tool.

Pros:

  • Quick generation.
  • Intuitive interface.
  • Freemium version allows for 2,000+ words per month.
  • Template library with more than 90 options.

Cons:

  • All output still needs editing for tone and style.
  • Long-form pieces are not as strong as brief copy and often require restructuring and content editing.
  • Users report glitches during peak use.

Want an AI boost? Get The Emergency Guide to AI in Marketing

2. ChatGPT

    ChatGPT is an AI language model developed by OpenAI. The tool functions like a chatbot, generating text based on prompts (get 20 awesome ChatGPT prompt ideas here). It’s useful for many things in a small business’s day-to-day operations, especially when it comes to marketing.

    One common way ChatGPT can help is by drafting content—from brainstorming to title workshopping to getting you started on your long-form content—as well as customer service automation scripts, research, email drafts, summaries of documents, and more.

    Best AI tools - screenshot from chatGPT.

    ChatGPT can be great for giving you a starting place for ad copy.

    Pros:

    • Incredibly versatile content generation, assisting with everything from captions to blog posts.
    • Close to instant results.

    Cons:

    • ChatGPT isn’t infallible, so you’ll need lots of human oversight to review, edit, and refine any output.
    • Getting the hang of prompts to create the right output takes time.

    3. LocaliQ’s Free AI Copy Tool for Google Ads

      Google Ads is a fantastic option for generating leads fast. But they’re also getting more and more competitive. LocaliQ’s Google Ads AI Copy Tool gives you a leg up by automatically producing Google Ads headlines and ad descriptions based on the information you provide.

      The Google Ads Copy Tool will spin up 10 headline and description options for each request so you can pick and choose which to use. You can even fine-tune the results by adding a little more detail. Read more about how the tool works here.

      Best AI tools - screenshot from LocaliQ's Google Ads AI Copy Tool.

      LocaliQ’s Google Ads AI Copy Tool lets you create and fine-tune 10 Google Ads headlines and descriptions with each request.

      Pros:

      • Automatically creates 10 variations of Google Ads headlines and descriptions for every request.
      • It’s super easy to use, so there’s no lengthy learning curve.
      • It’s free!

      Cons:

      • Only for use with Google Ads (it won’t write your next viral social media post).
      • Like most AI tools, great output depends on good input.

      Want to make sure your AI-generated Google Ads are working? Run them through our Free Google Ads Performance Grader and find out!

      4. Jasper

      Jasper is an AI writing assistant that generates high-quality long-form content such as blog posts and short-form ad copy, allowing users to customize tone and style. Compared to other AI-powered writing tools, Jasper is tailored to marketers and can create channel-specific content, maintain brand voice, and ensure consistency throughout all the writing.

      For example, Jasper features an AI style guide. This allows you to set overarching rules for your content, like whether you use contractions in your writing or if you use title case for all of your headings. That’ll keep everything consistent and save you time correcting or checking the same things over and over again.

      Best AI tools - screenshot from Jasper.

      Jasper has a large library of content templates.

      Pros:

      • Jasper generates long and short-form content.
      • The platform allows you to customize tone and style to maintain your brand voice and identity—a huge plus for marketers.

      Cons:

      • Pricing can be high, especially for small businesses.
      • Like all AI writing tools, you will need to edit for accuracy.

      5. Grammarly

        Grammarly is an AI-powered writing assistant. The tool checks for grammar, punctuation, tone, clarity, and style to not only catch any embarrassing mistakes but also make your communication more effective.

        Grammarly makes these suggestions while you’re drafting or once completed during a review. Even better, you can also prompt Grammarly to make specific changes. For example, make your copy for an event description sound punchier or take the tone of your marketing plan and dial the authority way up.

        Best AI tools - screenshot from Grammarly.

        An excellent suggestion.

        Pros

        • Improves grammar, tone, and readability.
        • Offers real-time suggestions while you’re drafting.
        • Reasonably priced premium subscriptions that offer unlimited AI prompts.
        • Plug-ins make the tool super easy to apply to any project.

        Cons:

        • Overcorrection is common.
        • Free version has limited AI prompts at 100 per month.

        Best AI tools for email marketing and social media

        Email marketing delivers one of the biggest bangs for your marketing buck, and social media is a critical growth platform for most businesses. These AI tools help you scale your strategy for these channels.

        6. Mailchimp

        Mailchimp is an automation platform primarily for email marketing. It’s another tech stack staple that has added a ton of AI functionality. For example, Mailchimp uses AI to make your email marketing more effective by analyzing performance and suggesting optimal send times, segmenting audiences, and providing in-depth performance analytics.

        Best AI tools - screenshot from Mailchimp.

        Some Mailchimp AI-powered copy suggestions for email subject lines and preview text. 

        Pros:

        • AI tools are embedded within the standard platform, so there’s no extra layer to find or figure out.
        • Mailchimp does have a free tier.
        • AI-powered email optimization is effective.

        Cons:

        • Customer support for Mailchimp is super slow, which can be frustrating when you’re testing out new AI capabilities.
        • AI-powered email copy suggestions don’t take your brand voice into account.

        Here’s another free resource to help you crush your email marketing goals. Download The Complete Email Marketing Toolkit.

        7. Hootsuite

        Hootsuite is a social media management tool that allows you to schedule posts, track social conversations, and generate reports. The platform uses AI to optimize engagement and recommend content, helping you build out an effective social media strategy without as much trial and error. Plus, Hootsuite leverages AI for social listening so that you can stay on top of brand mentions, product reviews, and customer conversations that you need to be aware of.

        Best AI tools - screenshot from Hootsuite.

        Hootsuite has plenty of AI capability baked into its social media management platform.

        Pros:

        • Manage all social accounts, performance, and topic tracking in one place.
        • Hootsuite’s AI-driven analytics and recommendations help you improve your social strategy without a huge time investment.
        • Free tools include a social media caption generator.

        Cons:

        • Leaning too heavily on AI-generated social media copy can lead to generic and forgettable posts.
        • Most AI tools are available only with premium subscriptions.

        Best AI tools for marketing operations

        All the repetitive tasks and organizational duties of running a marketing program can drain your resources (and drive you a little batty). These AI tools take on those tasks so you can focus on more creative endeavors.

        8. Otter.ai

        Otter.ai is an AI-powered transcription tool that automatically records speech from meetings, interviews, and lectures into text—an amazing resource for case study creation and meeting management. The tool can provide full transcripts, summaries of key points, and even action items for follow-up after the meeting. The sales-specific offering can even automatically draft follow-up emails after listening to your demo calls and other conversations with prospects.

        Best AI tools - screenshot from Otter AI.

        Otter.ai example from a review by CNET

        A key differentiator is that Otter.ai creates the transcript and takes notes in real time so that you can make adjustments during the call if needed.

        Pros:

        • Provides accurate transcriptions.
        • The tool’s real-time collaboration features make it useful for meetings.
        • Integrates with tons of marketing apps.
        • There are affordable options, with pro plans starting at less than $10 per month.

        Cons:

        • Like other talk-to-text tools, Otter.ai can misinterpret audio with background noise.
        • Premium features do require a paid subscription.

        9. Notion

          Notion is an AI-enhanced workspace tool. The platform integrates note-taking, task management, and project collaboration with AI suggestions to help users streamline workflows.

          Tons of companies and their marketing teams use Notion as the platform for the single source of truth for documentation, as well. With the embedded AI functionality, Notion can help you generate ideas, suggest next steps in a proposal, or get your copy drafted, all without leaving the project management doc.

          Best AI tools - screenshot from Notion.

          Notion offers easy ways to add different types of content, like graphs, to your notes.

          Pros:

          • Notion helps manage tasks, organize content, and create documents with AI-powered suggestions.
          • If your team is already using Notion, leveraging the AI features is a no-brainer.
          • Allows for collaboration with teammates, business partners, or marketing consultants—whoever is helping you grow your business.

          Cons:

          • Notion can be really overwhelming for new users.
          • There is an inherent risk in using a third-party tool to house all of your tracking and documentation.
          • Limited offline functionality.

          10. Zapier

            Zapier is a workflow automation tool that is great for organizing your business updates and keeping data consistent across platforms. Zapier offers integrations with over 5,000 apps, and you can create triggers and actions between them.

            For example, you can automatically send new leads from event registration to your CRM or automatically update your CRM with email engagement stats so your sales team knows who is reading and clicking your newsletters.

            This is where Zapier’s excellent chat-based AI comes in: You can use this feature to type out the type of workflow you’re looking for, and Zapier will build it for you.

            Best AI tools - screenshot from Zapier.

            An example workflow in Zapier.

            Pros:

            • Integrations with more than 5,000+ apps.
            • Workflows are straightforward to build.
            • Pre-built workflow templates offer a solid foundation for getting started.
            • Chat-based AI workflow building takes you further.

            Cons:

            • Free plans offer extremely limited functionality.
            • Other apps may require subscriptions to integrate with Zapier.
            • Troubleshooting errors in complicated workflows can be tricky.

            Best AI tools for SEO and competitive research

            SEO takes a lot of data collection and analysis to do well. AI tools, like the ones here, help surface insights that will help you rank higher on results pages.

            11. Frase

            Frase is an AI tool for content research and SEO. The tool helps users find topics, generate content outlines, and optimize their writing for search engines by analyzing the top-ranking posts and making strategic recommendations.

            Best AI tools - screenshot from Frase.

            The Frase workspace

            Pros:

            • Content research is fast, efficient, and dependable, especially for creating outlines based on high-ranking content.
            • Helps create content briefs in a fraction of the time.
            • The platform is set up for collaboration, which is great if you have a team or a freelance writer that you’re working closely with.

            Cons:

            • The basic plan has limited in-depth features.
            • Subscriptions are expensive, especially for beginners.
            • Like most AI writing generators, Frase’s output often has inaccuracies and requires human oversight and editing.

            12. SurferSEO

              SurferSEO is an AI-powered tool for on-page SEO optimization and content strategy. You can use SurferSEO to help generate optimized content from the start or to improve content you’ve drafted elsewhere. This includes applying opportunities for SEO optimization and embedding links, as well as detecting AI-generated content and making it sound more human.

              The platform also helps improve content ranking by analyzing competitors and recommending tactics based on real-time data, in addition to streamlined keyword research and content plans.

              Best AI tools - screenshot from Surfer SEO

              SurferSEO’s workspace

              Pros:

              • Comprehensive SEO analysis.
              • AI-driven content optimization.
              • Detecting content that may be AI-generated is a really helpful tool that will only continue to become more important.

              Cons:

              • An expensive subscription with the lowest plan starting at $79/month.
              • The suite of tools has a steep learning curve for beginners.
              • Not a full SEO solution, as it only supports on-page optimization.

              13. Perplexity AI

                Perplexity AI is an AI-powered search engine that generates accurate, concise, and relevant answers to user queries. This might seem, well, not that exciting compared to some of the other tools on this list. However, Perplexity combines Google’s search functionality with the contextual responses of tools like ChatGPT to provide an elevated research experience.

                This is incredibly helpful when you’re digging deep for facts that tell a story, which is a big part of marketing for your business. Whether you’re creating content, launching a new marketing channel, or developing a marketing strategy, Perplexity can be your research assistant.

                (Here are some tips to get your business listed in Perplexity and other AI search engine results.)

                Best AI tools - screenshot from Perplexity.

                Perplexity results page.

                Pros: 

                • Delivers well-organized, relevant answers, great for research.
                • Includes multiple, clear links to source material.
                • Applicable to tons of areas in marketing in business.
                • Free to use.

                Cons:

                • Perplexity is still improving in accuracy and relevance, especially compared to search engines like Google.
                • This isn’t strictly a generative solution, so it’ll save time but not complete any tasks for you.

                Best AI tools for video and images

                Visuals help make marketing materials more engaging, attractive, and relatable. You can use these AI tools to create and enhance your marketing images and videos.

                14. Canva

                Canva is a graphic design tool that offers AI-powered features, including image editing, automatic resizing for social media posts, content suggestions, and templates for easy design creation.

                Best AI tools - screenshot from Canva.

                Prompting image generation takes a few tries to get some good options. 

                Pros:

                • The Canva platform, including its AI tools, is super easy to use.
                • AI image resizing and AI suggestions for content are quick to reply.
                • The AI-powered graphics library allows anyone to create quick, customized visuals for marketing content.

                Cons:

                • Advanced design features are limited.
                • The template library is limited.
                • AI image and graphics generation leaves a lot to be desired.
                • Access to Canva’s premium features requires a subscription, but it’s reasonable at $12.99/month.

                15. Lumen5

                  Lumen5 is an AI video creation tool that converts text (think blog posts, how-to guides, or scripts) into engaging video content. After you paste your content into the tool, Lumen5 will automatically generate a script (if you didn’t start there), map out the video content, and select visuals and transitions. Plus, you can still customize at every stage, whether it’s tweaking the script or adjusting the design elements, including the images as well as the video’s theme.

                  Best AI tools - screenshot from Lumen5.

                  Lumen5 lets you turn text into graphics.

                  Pros:

                  • Converts blog posts or scripts into videos within minutes.
                  • Allows for some customization throughout the process.
                  • The Lumen5 platform is straightforward and easy to use.
                  • Extends the life of your content without additional investment.
                  • Ideal for social content.

                  Cons:

                  • If you’re looking to really customize your content, you might find Lumen5 options limited.
                  • The video formats are standard, which can look generic.
                  • The free plan only allows for five videos per month.

                  16. Vance AI

                    Vance is an AI editing tool for images and videos. It makes enhancing, editing, and retouching photos and videos easier with AI-powered tools, so there’s no need to spend a bunch of time editing manually. Vance AI’s capabilities include background removal, photo enhancing, denoising, re-coloring, and more.

                    Best AI tools - screenshot from Vance AI.

                    Vance AI shows off its capabilities.

                    Pros: 

                    • Vance AI lets you quickly enhance image quality, which is great for social media, ad creative, and even website design.
                    • Capabilities, including background removal and retouching, make this great for ecommerce product photos.
                    • The tool is easy to use, especially for non-designers.

                    Cons:

                    • Free access is available but extremely limited.
                    • AI will not be as precise or dependable as manual editing with a tool like Photoshop.
                    • Users familiar with Photoshop and other similar tools might find the manual options in Vance AI wanting.
                    • As with other image tools, uploading images raises some privacy concerns.

                    17. 4o Image Generation

                      GPT-4o image generation is another AI-powered tool by OpenAI just launched at the end of March. GPT-4o creates high-quality images from text descriptions you prompt it with (these AI Image tool prompts will help get you started). That means quick creative and custom graphics for ads, social media, websites, and more without relying on stock images. You can also use the image generation tool for mockups, product creation, and sketching out design concepts, even if you don’t have a background in design.

                      Best AI tools - screenshot from ChatGPT 4o

                      Purr-lock Holmes is on the case.

                      Pros:

                      • The content you’re creating is unique, so you avoid the skippable stock photos and graphics.
                      • Quickly generate multiple versions of the same creative, which is perfect for A/B testing in ads, product pages, or emails.
                      • Great for social media and presentation visuals, especially.

                      Cons:

                      • Like other OpenAI tools, getting the prompts to generate what you’re looking for takes some trial and error.
                      • Using AI-generated images raises some ethical concerns, especially in certain industries.
                      • You can only generate a few images for free each day, so you need a premium subscription.

                      The best AI tools for growing your business

                      Okay, we just went through a lot of information. But don’t be too overwhelmed. Many of these big AI tools cover similar activities and campaigns to help you grow your business. The key to success is to simply play with each tool to get a feel for how it works and what it’ll do for you.

                      Ready for more? Here are some additional resources to help you on your AI journey:

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Google Ads Audience Targeting: All 14 Options Explained https://www.websolved.in/blog/google-ads-audience-targeting-all-14-options-explained/ Mon, 12 May 2025 17:40:28 +0000 https://www.websolved.in/blog/google-ads-audience-targeting-all-14-options-explained/ When you think of Google Ads targeting, you probably think of keywords. What you probably don’t think of right away is audiences: showing ads to people based on who they are rather than what they’re searching for. Audiences are one of the most powerful and underutilized targeting strategies in Google Ads, and you can target […]

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When you think of Google Ads targeting, you probably think of keywords. What you probably don’t think of right away is audiences: showing ads to people based on who they are rather than what they’re searching for.

Audiences are one of the most powerful and underutilized targeting strategies in Google Ads, and you can target audiences in Search, Display, Demand Gen, Video, and Shopping campaigns. (Performance Max campaigns use “audience signals,” which is for another post!)

In this post, I’m going to cover all of the Google Ads audience targeting options you have so you can determine which is right for your next campaign.

Contents

The easiest way to understand Google’s audience targeting capabilities is to divide them into four categories:

  1. Google’s audience segments
    Detailed demographics, in-market, affinity, life events
  2. Your data segments
    Remarketing audiences
  3. Custom segments
    Search term-based, website-based, app-based
  4. Other segments
    Combined segments, optimized targeting, and audience expansion

Let’s explore each one in more detail.

1. Google’s audience segments

Google has four categories of “pre-packaged” audiences, which all advertisers have access to. This is the fastest, easiest way to get your feet wet with audiences.

Not sure which audience type you should prioritize? Download our free guide on how to find your target audience!

Detailed demographic targeting

This type of audience targeting goes beyond the basic age/gender/parental status information to provide deeper targeting options based on life and career stages.

Examples:

  • Marital status: Married
  • Homeownership status: Renters

google ads targeting - detailed demographics

Affinity segment targeting

This refers to reaching people who have similar interests, hobbies, and habits. Generally, these are stable over time and great for awareness marketing.

Examples:

  • Beauty mavens
  • Luxury travelers

google ads targeting - affinity segments

In-market segment targeting

In-market segments are people who are getting ready to purchase specific products or services. People are moved into and out of these categories based on their current shopping behavior, making them great for high-intent prospecting campaigns.

Examples:

  • SEO & SEM services
  • Trips to Singapore

google ads targeting - in-market segments

Are you taking advantage of all that Google Ads has to offer? Find opportunities to optimize your account with the Free Google Ads Performance Grader.

Life event targeting

As you can expect, this is to target people who are currently going through a significant life transition, such as graduating, getting married, or moving.

Examples:

  • Getting married soon
  • Recently added a dog to a household

2. Your data segments

Google has moved away from using the term “remarketing” and renamed this section “your data.” The euphemism is still accurate. Google remarketing (also known as retargeting) is when you show your Google ads to people who already have a relationship with your business.

This is one of the most common and generally most profitable paid ads tactics.

google ads targeting - your data segment targeting

Source

Data segment audiences

There are four types of remarketing audiences available in Google Ads:

  1. Website: A list of users who’ve interacted with your website
  2. App: A list of users who’ve interacted with your app
  3. YouTube: A list of users who’ve interacted with your YouTube channel/content
  4. Customer Match: A list of users who have given you their personal data (email, phone number, etc.), which you upload into Google Ads

For more help in this realm, Navah Hopkins provides some great remarketing campaign tips here.

3. Google Ads custom segments

Google offers a third kind of unique audience targeting called custom segments. This is a really fascinating intersection between Google’s data and your business that most people don’t think about. It lets you take other pieces of information that Google knows about people, but slices and dices it in a way that’s unique to your business.

Within Google Ads custom audience targeting, you have three different options for audience creation:

  • The interests and products/services people are searching for
  • The types of websites people browse
  • The types of apps people use

For instance, they are a great audience targeting option for Display, Demand Gen, and Video campaigns.

google ads audience targeting - custom interest audience

For example, when I launched my Google Ads course, I created a custom segment of people who have searched for queries like google ads course, learn google ads, and google ads certification.

Then, I created a second custom segment of people who have apps like Google Ads or Meta Ads on their phones. I added both custom segments to a Video campaign to reach new audiences who are likely to be interested in Google Ads training.

4. More Google Ads audience targeting

But wait, there’s more!

In addition to Google’s audience segments, your data segments, and custom segments, you have even more audience targeting capabilities in Google Ads.

Combined segment targeting

Google Ads combined segments lets you put together an audience of people who match multiple audience targeting requirements. Plus, a combined segment can contain a custom segment. The possibilities are endless!

For example, you can create a combined segment of people who are:

  • In-market for athletic shoes OR in-market for activewear
  • AND luxury shoppers
  • but NOT on my customer list OR website remarketing list

Optimized targeting

Finally, optimized targeting is how you can leverage Google’s machine learning to find new audiences who are likely to help you meet your business goals.

When you create a Display or YouTube campaign, you will automatically be opted into optimized targeting at the ad group level. The purpose of optimized targeting is to let the algorithms do what they do best, and find pockets of opportunity to get you a better CPA, ROAS, or whatever metric your bid strategy is optimized for (ergo, optimized targeting).

Google Ads audience targeting cheat sheet

And that’s it! Here is a summary of all of the Google Ads audience targeting options we covered in this post.

google ads audience targeting chart

Google’s audience segments

  1. Detailed demographics
  2. Affinity segments
  3. In-market segments
  4. Life events

Your data segments

  1. Website remarketing
  2. App remarketing
  3. YouTube remarketing
  4. Customer Match

Custom segments

  1. Search term-based
  2. Website-based
  3. App-based

Other

  1. Combined segments
  2. Optimized targeting
  3. Audience expansion

Use these customer segmentation models to help improve your audience targeting! Plus, for more help navigating your Google Ads targeting, see how our solutions can maximize your audience optimization strategies!

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7 Huge Content Marketing Challenges in 2025 (+How to Overcome Them) https://www.websolved.in/blog/7-huge-content-marketing-challenges-in-2025-how-to-overcome-them/ Thu, 08 May 2025 17:24:09 +0000 https://www.websolved.in/blog/7-huge-content-marketing-challenges-in-2025-how-to-overcome-them/ Getting people to see your content isn’t getting any easier. From an ever-changing SERP, crowded social platforms, and AI-generated content flooding the scene, there’s a lot of competition for attention. And that’s only one major challenge businesses face when it comes to content marketing in 2025. We’re breaking down the biggest content marketing hurdles and […]

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Getting people to see your content isn’t getting any easier. From an ever-changing SERP, crowded social platforms, and AI-generated content flooding the scene, there’s a lot of competition for attention.

And that’s only one major challenge businesses face when it comes to content marketing in 2025. We’re breaking down the biggest content marketing hurdles and how to clear them with ease.

Contents

  1. Publishing content that converts
  2. Knowing your audience
  3. Differentiating content from the competitors
  4. Creating content consistently
  5. Producing high-quality content
  6. Aligning content with the buyer’s journey
  7. Promoting your content effectively

The biggest content marketing challenges in 2025

We’re diving into the biggest content marketing challenges businesses are facing and sharing what you can do about them to see the best results all year long.

Challenge #1: Creating content that converts users

According to Content Marketing Institute’s research, the top challenge marketers face with content creation is getting users to take a desired action.

top content marketing challenges chart research

Source

You can write blog posts and post on social media all day, but if no one becomes a paying customer, there isn’t much point.

Some of your content will simply exist just for entertainment’s sake, and that’s okay. But you’re running a business, so some of it needs to get people to convert.

Here’s how you can overcome this challenge:

Address the needs and pain points of your audience

Some people wake up thinking they need cold-pressed juice. Others wake up thinking they want to eat something healthy but don’t have time to cook. Your content should tap into those real-life desires.

Here’s the difference:

addressing pain points okay vs better content example

The first statement is informative, but the second one speaks to a specific need. Shift your message to why your product or service helps, and that’s when you’ll see people take action.

Use headlines that hook people

Think of your headlines like a storefront. If your signage is bland, people walk by. But if it’s compelling or sparks curiosity, they step inside.

See the difference:

okay vs better headlines for prompting action in content

Test different headlines and see what resonates with your audience. Try formulas like these:

  • Question-based: Tired of Feeling Bloated? This Juice Might Be the Fix
  • List-based: 5 Superfoods That Make Your Skin Glow (And How to Get Them in One Drink)
  • Curiosity-driven: We Tried Mixing Beets and Pineapple: Here’s What Happened

Use calls-to-action that are easy to say “yes” to

You’ve likely read an article, got to the end, and then just left. That’s what happens when there’s no clear next step.

Your content needs calls-to-action (CTAs) as a natural next step. But not always in a pushy, “buy now” way.

Let’s say you post a blog on how to naturally boost your immunity with juice. Instead of ending it with a friendly sign-off, give people a reason to act. Say something like “Want to try an immunity-boosting juice? Order online and pick up in 15 minutes!”

Need help finding the perfect CTA? Free guide download >> The 42 Best Call to Action Phrases Ever (& Why They Work)

Challenge #2: Knowing your audience

Some businesses think they know their customers. The owner of a juice bar might think “We sell smoothies, so our target audience is health-conscious people.”

But that’s too broad, and it’s not that simple. Are they busy professionals grabbing some juice before work? Gym-goers looking for a protein boost? Different people need different messages.

Here’s how to get inside your audience’s head:

Do audience research

Instead of making assumptions, do some actual research. And your content will be better for it.

Look at the customers coming through the door. See who’s placing orders online. Are they mostly young professionals? Students? Parents?

Check out the conversations in places like Reddit threads and Facebook groups. Scope out the reviews of your competitors to see what people are saying about products like yours.

Want to understand who you should target with your content marketing? Download the guide >> How to Find Your Target Audience [Simple Steps!]

Create buyer personas

Once you’ve gathered some info, create buyer personas. Map out who your actual audience is, so you can talk to them like real people.

definition of and info about buyer personas

Here’s an example for that juice bar: One persona could be “Fran, the Fitness Enthusiast.” She’s 30 years old and lives in the city. She regularly hits the gym at 6 a.m. and needs a smoothie right after. Fran also loves organic ingredients and reading about personal health.

When creating content for this persona, you’d talk about protein blends, superfoods, and the benefits of adding things like turmeric for recovery.

Use analytics to track audience engagement

If your content isn’t working, the analytics will tell you. Google Analytics, social media insights, and email open rates also tell a story. Which pages and posts get the most engagement?

Let’s say you post a reel about a new kale smoothie, but it flops. Meanwhile, a post about the best juice combos for glowing skin gets a lot of action. That’s a clue that your audience might care more about one thing over another. Adjust your choices for content accordingly.

Ask your audience for feedback

Nothing beats real conversations with your audience. Run a quick Instagram poll, ask for feedback at checkout, or include a one-question survey in your email newsletter.

email asking for feedback on upcoming offer

People may share their opinion if they feel like your brand is listening to them. Plus, their answers will give you content ideas.

Challenge #3: Differentiating content from the competitors

It’s not easy to stand out. The good news is you don’t need to do any crazy marketing tactics. You just need to be real with your content. Stories create emotional connections, and sharing your expertise builds trust. Do both, and people will remember your content.

Here’s how to start differentiating yourself:

Tell a story

Numbers and stats can help build credibility. But if you want your content to leave a mark, give storytelling a go. Research suggests that personal stories and gossip make up about 65% of our conversations. It’s just how people connect.

Let’s say you’re researching information about brakes on your car. As a reader, what do you think would be more memorable– a dry, factual post about brake repairs? Or an anecdote about a driver who avoided a major accident thanks to a quick visit to a trusted mechanic?

Make your content memorable by weaving in real stories. 55% of consumers are more likely to remember a story than a list of facts.

Now put yourself in the shoes of a mechanic shop owner. Instead of just saying that regular oil changes extend the life of an engine, bring it to life with a real example. Maybe you had a customer who hadn’t changed their oil in 15,000 miles, and their engine was about to fail. Sharing a story makes the point hit home.

And you’re not limited to just your experiences. A glowing customer testimonial about how your shop diagnosed a transmission issue when another shop couldn’t figure it out? That’s more convincing than simply talking about your services.

descriptive customer testimonial for an auto mechanic shop on website

Source

People remember stories more than a list of benefits. If someone hears about how your shop helped a stranded driver get back on the road in time for a job interview, that sticks. And when they eventually need car repairs, guess who they’ll think of? Hint: you.

Give away knowledge and assets

Some businesses keep their knowledge locked up, so to speak. They’re afraid that customers won’t need them if they reveal too much. But people want to see that you’re an expert.

And the best way to show them? Give them real, valuable insights.

Running that mechanic shop, you already know most car maintenance content out there is predictable. So, offer something people aren’t seeing out there. Maybe a breakdown of how to spot shady repair shops, or an insider’s guide on which warning lights need immediate attention and which ones can wait.

Love free stuff? So does everyone else.

A downloadable guide, like a DIY road trip safety checklist or a printable maintenance log for tracking oil changes and tire rotations, gives people something practical.

Sharing knowledge doesn’t mean giving away your business. It proves you know your stuff!

Challenge #4: Creating content consistently

Consistency builds momentum and keeps your audience engaged. But who has time to brainstorm content ideas when you’re juggling so many other things?

That’s why you need a plan.

Develop a schedule and stick to it

If content is an afterthought for you, it probably won’t happen. So, block out time to plan, create, and post. Or hire someone to do it for you. Whether it’s twice a week or twice a month, consistency matters.

For a juice bar, that could mean every Monday is a post of behind-the-scenes video of your team prepping fresh fruit. Wednesdays are for sharing a customer’s favorite juice order with a fun caption. And on Fridays, you drop a weekend promo.

content plan template outline from wordstream

Get our content plan template to help you get started and stay on track.

Set aside dedicated time for content creation

There will be times when you’re waiting for a free moment to sit down and work on content, and it never comes.

So, set a time each week to create content in bulk for the future. Make it part of your routine, so it doesn’t feel like another last-minute task.

Develop a “bank” of ideas and log them as they come to you

Ever had a great idea for a piece of content, only to forget it in an hour? That’s why you need a bank/library/whatever to save ideas.

Use an app on your phone, a Google spreadsheet, or even a notebook to jot down ideas as they come up. Hearing that more and more customers are raving about your peanut butter acai bowl? Make a note to feature customer favorites.

Before you know it, you’ll have a list saved of content ideas to pick from.

Challenge #5: Creating high-quality content

If your content is just a slightly different version of what’s already floating around online, what’s the point? Your goal should be to rise above all the noise, but this is no easy feat–it’s a top challenge in the content world, per Statista.

Here’s how to create something that’s both useful and high quality:

Aim to create something better than what’s already out there

Before you start writing, Google the topic you’re about to cover. What’s ranking? What’s missing from the top-ranking content? Is anything outdated?

If every article about “Why your car won’t start” just lists the usual stuff (dead battery, no gas, etc.), you should go beyond that. Include real customer examples, troubleshooting steps, and when it’s time to call a mechanic.

The more helpful and detailed your content is, the better it will be by comparison.

Here’s an example:

okay vs better content example

Support claims with data and research

Anyone can say they’re the best mechanic in town, but proving it is what convinces people. So, support your content with real data, stats from trusted sources, and even case studies.

For example, instead of saying, “Tire pressure affects fuel efficiency,” you could say:

“Driving on underinflated tires can lower gas mileage by 3%, according to the US Department of Energy. That could cost you an extra $100 a year at the pump.”

Numbers can make your content credible.

Create detailed outlines for each piece

Ever start writing an article, only to have no idea where it’s going next? That’s what happens when you don’t have an outline prepared.

Give yourself (or whoever’s writing) some direction. Here are some steps to guide you in putting together a good outline:

  • Research your topic. Collect data, stats, and insights that support your arguments.
  • Determine the main theme. This will be the foundation of your outline.
  • Break down the main points you want to cover.
  • Organize ideas into a hierarchical structure.
  • Arrange your ideas in a logical order that flows and makes sense.
  • Fill in supporting details like examples and quotes from reputable sources.

Challenge #6: Aligning content with the buyer’s journey

The buyer’s journey describes the stages that a person might go through before buying, including awareness, consideration, and decision. It represents the relationship that potential customers have with your business, from learning about you all the way to becoming a customer.

buyers journey graphic

Some people are just discovering your juice bar for the first time. Others are weighing their options. And some are ready to buy but need a nudge. If you want your content to work, it should meet people where they are.

Awareness stage

At this stage, people aren’t searching for your business specifically. They’re looking for a solution to their needs. Maybe they’re Googling things like “best ways to boost energy naturally.”

Your job is to create content that answers these broad questions without pushing a sale. At this stage, your CTA should be light and educational, like “Follow us for more nutrition tips.”

Consideration stage

Now, they’re interested. They want a smoothie, but they’re weighing their options. Should they make their own at home or head to a local juice bar? This is where you show what makes your product the best choice.

Your CTA should nudge them forward, like “Check out our menu to find your perfect smoothie.”

Decision stage

At this stage, they’re ready to buy. But maybe they need one last reason to choose you. A one-time deal, a convenient option (like online ordering), or a little extra reassurance could do the trick.

No more soft-sell CTAs. This is where you give a push, like “Order now and pick up in 10 minutes!”

Challenge #7: Promoting your content effectively

The concept of promoting your content sounds easy. But the challenge is finding the best places and the time to do it.

Just like you’d do for creating content on a consistent basis, block out some time on a regular basis to promote in other places on the web.

Test out some of these distribution strategies to see what gets the best engagement. Then focus more of your promotion efforts on those.

  • Repurpose in another format
  • Brand all your visuals
  • Optimize content for SEO
  • Include links in relevant blog posts
  • Post on social platforms
  • Plug content on a podcast
  • Syndicate your blog posts
  • Share with your email mailing list
  • Pitch your content to related newsletters
  • Share on forums
  • Partner with influencers
  • Promote with banners, pop-ups, or sidebar CTAs
  • Credit and tag your sources
  • Encourage your employees to share
  • Write a guest blog post
  • Run paid ads

Turn these marketing strategies into action

Content marketing in 2025 is all about standing out. With more competition and people changing their expectations about what’s helpful, the businesses that win will be creating real connections. Now’s the time to take a hard look at your content strategy and make every post, article, and video count.

To recap, here are 17 ways to overcome the top content marketing challenges in 2025:

  1. Do audience research
  2. Create buyer personas
  3. Use analytics to track audience engagement
  4. Ask your audience for feedback
  5. Address the needs and pain points of your audience
  6. Use headlines that hook people
  7. Use calls-to-action that are easy to say “yes” to
  8. Tell a story
  9. Give away knowledge and assets
  10. Develop a schedule and stick to it
  11. Set aside dedicated time for content creation
  12. Develop a “bank” of ideas and log them as they come to you
  13. Aim to create something better than what’s already out there
  14. Support claims with data and research
  15. Create detailed outlines for each piece
  16. Meet people where they are in the buyer’s journey
  17. Test out distribution strategies

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How to Get Reviews on Facebook & Manage Them Like a Pro https://www.websolved.in/blog/how-to-get-reviews-on-facebook-manage-them-like-a-pro/ Tue, 06 May 2025 17:16:08 +0000 https://www.websolved.in/blog/how-to-get-reviews-on-facebook-manage-them-like-a-pro/ Online reviews can be a huge boon for your brand’s reputation, especially for a small business. But not all online review platforms work the same way. And Facebook can be especially tricky. But Facebook reviews are a big deal, and if you’re not paying attention to them, you’re missing out on an opportunity to build […]

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Online reviews can be a huge boon for your brand’s reputation, especially for a small business. But not all online review platforms work the same way. And Facebook can be especially tricky.

But Facebook reviews are a big deal, and if you’re not paying attention to them, you’re missing out on an opportunity to build trust with potential customers. In this article, we’ll cover everything you need to know to manage and get more Facebook reviews.

Contents

Why do Facebook reviews matter?

If you’re marketing a small business—or, you know, a consumer who is making purchases—then you’re aware that most people look up products and services online. Even if they see an out-of-home advertisement or pass by a brick-and-mortar, they’ll often look up the business online to check out the pricing, offerings, and the company’s online presence. (Guilty.)

Facebook reviews, in particular, matter because they will influence your potential customers. 10% of shoppers start their search for a product on Facebook. And that’s only the percentage of users who begin with Facebook, not who check Facebook at all during the consideration phase.

chart from emarketer showing where consumers begin their search when shopping online

These reviews are persuasive, whether they’re positive or negative. In fact, BrightLocal found that 49% of survey respondents trust consumer reviews as much as personal recommendations from friends or family members.

If your customers are checking your Facebook page for reviews, and they’re listening? Well, that makes your Facebook reviews an important tool for your business. Here’s how to get more and to keep them managed.

Get all the tips you need to collect more reviews in this free guide download >> How to Get More Reviews: 8 Tips to Boost Ranking, Reputation, & Revenue

How to get more Facebook reviews

When it comes to Facebook reviews, more is more. You need at least five reviews to get a rating for your page, but this is a minimum. You want to amass enough reviews that they reflect all of your different customer types and reference all of your core products and offerings.

The most effective way to get more reviews is to ask for them. Here’s how to do that.

Send follow-up emails after a purchase or service

You probably already have automations set up for thank you emails post-purchase and shipping updates, if those are relevant. One effective, straightforward strategy to get more Facebook reviews is to add an automated check-in email.

This should arrive a week or two after a completed order to see how your customers are enjoying their purchase. Did everything arrive in good condition? Were the services satisfactory? Do they have any immediate feedback? And, most importantly, if they’re happy with the purchase and results, would they be interested in leaving a review?

review request email example

Two things to be aware of with these emails. First, make it easy to submit a review. Include a button (like the email example above) linking directly to your Facebook review page.

And second, be sure to actually respond to any feedback—positive and especially negative. You don’t want to ignore an unhappy customer who is willing to reach out.

Get everything you need for great emails (even review request emails!) >> The Complete Email Marketing Toolkit: Free Email Templates, Subject Lines & Tips

Request reviews in your receipts or invoices

For plenty of giant corporations, including a QR code leading to a review site on a physical receipt or a link to submit review in an emailed receipt is common practice. This is something that your business—small or medium, ecommerce or in-person services—can do, too.

Ask customers directly

If you do business in person, make sure to ask your customers directly for a review. If you have a services business, add this to your final goodbye when a happy client thanks you for a job well done. If you have a brick-and-mortar store, include the prompt to leave a Facebook review in your regular checkout script. Or save the request for your enthusiasts and return customers.

And it’s good to keep in mind that customers won’t be thrown by this request. BrightLocal found that 28% of customers reported they’d prefer to be asked to leave reviews in person (second only to email requests).

how customers want to be asked to leave reviews from brightlocal survey

Post on your Facebook page with a clear CTA

Another option is to ask your customers to leave a review when they’re already on Facebook. Post an update requesting reviews for your page, and include the direct link to get started submitting one.

Americans over 18 spend an average of 31 minutes on Facebook each day. While they’re scrolling past updates and ads, or if they’re checking your business page for hours or sales, they’ll see your post—and best case scenario, they’ll leave a review.

Just remember, you don’t want to do this too often. Asking for reviews is great. Looking like you’re begging or bugging your followers? Not a good tactic.

 Free guide download >> The 42 Best Call to Action Phrases Ever (& Why They Work)

Include a link in your email template

The CAN-SPAM Act requires that you include a few things in your email, like your physical location and a clear and correct option for unsubscribing. Most marketing email templates put these in a footer so that they appear in every single email sent to ensure compliance. But you don’t have to stop there.

You can also include a subtle request for reviews in your email footer. Depending on your template or your company’s email marketing strategy, you could also include this request to leave a review on Facebook in your employee email signatures.

example of review request in email signature

Text your subscribed customers about review promotions

SMS marketing is another good channel to reach your customers with a simple, direct request for a review, especially after a recent transaction. Simple Texting found that 79% of consumers opted into receiving text messages from businesses in 2024. I’m definitely one of them. I’ve submitted my phone number in exchange for a 15% off discount… and proceeded to stay subscribed and click on the sales offers too many times.

But as long as you’re using SMS marketing sparingly and purposefully, adding a prompt to leave a Facebook review after purchase is a great way to get more reviews.

Leverage a chatbot script

If you’re using a chatbot on your website, you can create a script with a prompt to leave a Facebook review to target relevant conversations with customers. In fact, some businesses have seen great success using this tactic.

Andrey Lipkovskiy shared the breakdown of a chatbot experiment they ran to generate more Facebook reviews Manychat blog. The results were overwhelming. An 87% open rate, a 24% CTA, and 65 new 5-star reviews in just 24 hours. Worth a try.

reviews standing for manychat on facebook

Image via Manychat

Use positive reviews in your marketing materials

Another subtle way to call attention to your Facebook reviews is to use those customer testimonials in your marketing materials. You can feature these in display ads, Instagram or Facebook ads, Google Ads—there are tons of options. And the good news is that these are effective for sales, as well. One case study found that using testimonials on sales pages, for instance, increased purchases by 34%.

star rating showing in facebook ad

Avoid offering a discount or running a giveaway

Technically, the Federal Trade Commission allows you to incentivize reviews as long as you incentivize positive and negative reviews equally and the compensation is disclosed in the body of the review. But many platforms, including Etsy and Google, prohibit this because it makes reviews less trustworthy.

Facebook doesn’t explicitly prohibit compensation for reviews, but it’s still better to avoid. Especially because it undermines the authority in all of your other reviews, even ones you earned from happy, uncompensated customers.

How to manage your Facebook reviews

Getting more Facebook reviews is important, but so is following through on managing those reviews. You need to be paying attention to your page, responding in a timely manner, and keeping track of your overall business score to ensure that these Facebook reviews remain a tool to help grow your business.

Here’s how.

Make sure your reviews are enabled and visible

This is the first step because it’s the most basic. In order to get Facebook reviews on your business page, you need to enable reviews in your profile. Luckily, it’s easy to do.

  1. First, go to your page.
  2. Next, click on settings.
  3. When the new window appears, click on the “Templates and Tabs” section.
  4. Toggle reviews “On.”

And that’s it. Simple, but essential. You can also change the order so that the tab containing reviews appears early.

facebook business page reviews tab

Have your Facebook review link handy

When you’re asking people to leave a review, you need to direct them to the correct place. So make sure you have a link directly to your review page stored in a readily accessible location. Whether it’s in your email signature, in a shared note or document with all your review and social links, or in your company’s project and document database is up to you and depends on what works best for your team and your business. The important thing is that it’s easy to access.

And make sure other members of your team have easy access, too, and know where to find the link. You never know when someone might want to ask for a Facebook review.

Set up automated notifications for new reviews

To manage your Facebook reviews, you need to know when you have a new one. Checking regularly is good practice, but to save yourself time, you can set up automatic notifications for any new review.

On your Facebook business page, go to the “Notifications” tab and make sure you’ve got the “New Reviews” options selected.

5-star review for a moving service on facebook

You want to be able to respond to a glowing review like this ASAP.

Respond to all reviews

You need to respond to all of your reviews. This is not only a good practice, it’s also important for ensuring a good Facebook business rating (more on this later) and boosting your brand’s trustworthiness. Studies show that businesses that respond to customer reviews are perceived as 1.7 times more trustworthy than brands who don’t respond.

Remember that your responses should be individualized when it’s called for, too. This is true for an exceptional and personal review as well as your negative reviews. When a frustrated customer reaches out, you should validate and accept their feedback, apologize for the poor experience, and provide a venue for follow-up communication to resolve the issue. And this brings us to our next step.

Follow up with action on negative reviews

When you have negative reviews that are specifically about a poor experience or a disappointing purchase, you need to follow up with an action. This should first be a follow-up communication off of your Facebook page, either a direct email or a phone call. And if possible, you should offer a solution to rectify the situation, like a replacement item, a discount, or a correction in your services.

example of a negative facebook review with a response

A good prompt response that validates and promises a follow-up action.

Flag inappropriate or fake content right away

Now, let’s be clear. You can’t curate your Facebook reviews (and you can’t delete them just because you don’t like them). Negative reviews will stay there (and that’s not always bad), and lukewarm recommendations will be visible, too. But if there is content that is inappropriate, it’s your responsibility to report it. If it’s a fake review, you want to report it.

You can do so easily by clicking the three dots (…) next to the review, selecting “​​Find Support or Report Review,” and then following the prompts.

Unfortunately, this won’t delete the content automatically, but it is the first step in removing it from your page.

Monitor your Facebook business score

Before 2018, all Facebook reviews included star ratings. In 2018, the platform changed the format of reviews to a simple question: “Do you recommend the business or not?” Then, respondents have the opportunity to include a narrative review.

Once your page has five or more Facebook reviews, the platform will assign your business a rating. According to Meta, this rating reflects an average of your customers’ satisfaction with your business and your products or services. This includes your recommendations as well as your reviews.

facebook business page recommended percentage

Here, the rating appears with other relevant information right on the Facebook business page.

Unfortunately, you don’t have much control over this rating or visibility into the specific weighting system. That’s why it’s especially important to keep an eye on it.

Optimize your Facebook business page

You’re putting a lot of effort into generating Facebook reviews and monitoring this feedback from your customers. Make sure you’re paying attention to the rest of your Facebook business page, too.

facebook business page for landmark fine homes

On brand and up to date.

If your customers are on the platform, take advantage of this. Post regular updates, share shoppable links, and ensure all of your business information—especially hours and contact information—is up to date.

Use this guide to get more Facebook reviews

Okay, this was a lot on Facebook reviews to cover. But keep in mind that most of the setup steps are one-offs—important, but quick to go through. The key is to set up automated solicitations for reviews, make a habit of asking for Facebook reviews when it’s possible, and keep track of new reviews when they come in.

Now, you’re equipped with everything you need to know to get started growing your Facebook reviews. Good luck!

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How to Do a PPC Keyword Gap Analysis https://www.websolved.in/blog/how-to-do-a-ppc-keyword-gap-analysis/ Mon, 05 May 2025 17:12:08 +0000 https://www.websolved.in/blog/how-to-do-a-ppc-keyword-gap-analysis/ In the world of online marketing, a keyword gap analysis is most associated with SEO, where a company will compare the keywords their website is ranking for against their competitors’ keywords to identify any areas that the competitor ranks for that they don’t. The goal is to find keywords their competitors are outperforming them for […]

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In the world of online marketing, a keyword gap analysis is most associated with SEO, where a company will compare the keywords their website is ranking for against their competitors’ keywords to identify any areas that the competitor ranks for that they don’t. The goal is to find keywords their competitors are outperforming them for and develop a strategy to catch up.

Aside from the word “ranking” and assuming it also translates to “performance,” there’s nothing to say that this process couldn’t be applicable to paid media campaigns as well. Or that only keywords your competitors are bidding on are valuable.

In this article, I want to talk about how we can use (mostly free) tools to do a similar process of keyword discovery for paid search campaigns and discuss why you may want to do so.

Contents

Why do a keyword gap analysis for PPC?

Whether you’re trying to find new keywords through your own search terms or are looking at where competitors are bidding, keyword discovery is a great way to ensure your paid search accounts are alive and evolving. Odds are that the initial keyword research you did when you launched your campaigns is still applicable. But over time, things change.

Google continues to assert that 15% of queries every day are brand new, never before seen by their system.

google says 15% of queries are new each day

Whether you leverage your search terms to see how queries evolve or if you piggyback off the work your competitors are doing, this type of gap analysis can ensure that you’re moving with your customer base and not staying stagnant while everyone leaves you behind.

Want a quick look at how your Google Ads are doing? Try our Free Google Ads Performance Grader for an instant audit!

How to do a keyword gap analysis to improve PPC campaigns: Step by step

Follow these steps to perform a keyword gap analysis you can use to optimize your search campaigns.

1. Take stock of your existing keywords

We’ll get to your competitors in a minute, but the first place I always encourage advertisers to look for new keywords is in their Search Terms Report.

In Google Ads, this is under the Insights and Reports section of the interface, and all the terms here are queries you’re already showing up for.

search terms report in google ads

Once you’re there, there’s a simple filter that will help you find only net new terms to your account. Either navigate to the Attributes dropdown or search for “Add” in the filters like I did in the image above, and choose the Added/Excluded option from the dropdown.

add/excluded filter in search terms report

From there, check the box next to None. This will show you only search terms that your ads are showing for that you’ve not added as keywords already or that aren’t added as negative keywords.

how to filter for excluded search terms

The benefit to this is that you’re likely finding new variants of relevant terms that your customers are actively searching for. They’re likely a good fit for your business (assuming you do regular negative keyword reviews), and they are guaranteed to have search volume since you’re already seeing it in your account.

Additionally, although Google always suggests getting rid of terms that are “duplicates,” even though they’re not identical, they still reward advertisers for having the Exact match to a query in the account. It’s laid out in their prioritization documents. If a query is the exact same as a keyword in your account and another is close, but not identical, then the exact version will have a higher Ad Rank and have a better chance of matching.

keywords from top to lowest priority

Need help finding the right keywords for your campaigns? Try our Free Keyword Tool!

2. Gather your competitors

The first stage in this process is to get a list of competitors you want to use to review for gaps. There are two different types of competitors I want you to think about for this exercise.

  1. Traditional competitors: These are companies that do the same things you do, and you likely compete directly for the same customers. Think large brands like Dunkin’ and Starbucks, or smaller scale like one roofing company vs another.
  2. Active advertisers: These are the companies that are bidding on your keywords. For this, conduct a simple search with your existing keywords and see who comes up. These are folks that you are literally competing with in search, even if they don’t do the same things you do.

who to include in ppc keyword gap analysis circle chart

The reason we use both groups is because of the diagram above. There are some companies that are direct competitors and they aren’t bidding against you, others that aren’t really competitors but are bidding against you, and the group we’ll likely learn the most from is the cross-section of the two: those who are your competitors and are bidding on your terms.

Want an even deeper look at what your competitors are doing? Free guide >> How to Spy on Your Competitors: 7 Ways to Become a Competitive Supersleuth

3. Scan the websites

Now that we have our list of competitors, we’re going to use their websites for some light snooping.

We’re going to use the Google Ads Keyword Planner and select the “Start with a Website” option and input each of the sites from the competitor.

scan websites for keywords in the google ads keyword planner

The results listed will show all the keywords Google thinks the website is about. This can give you all sorts of ideas based just on the content of your competitor’s site.

The best part: there’s a column on the far right that will show you if you already have a keyword in your account or not. This is a very quick way for you to review a keyword for relevancy and then to easily check if you’ve already been using it or if it’s a new term you can test out.

keywords in account in google ads keyword planner

At times, a company’s entire website can be a bit broad. If you’re finding lots of irrelevant terms but you’re confident the company is relevant to your business, try using individual pages from the site rather than the whole site. If possible, even grab some of their landing pages and run those through the tool to see what you can come up with.

A PPC keyword gap analysis example

While the Google Ads Keyword Planner can be a great tool for identifying new terms and easily comparing them to your accounts, I’m a really big fan of the functionality in some of the paid research tools out there. One of my favorites is SpyFu, but others have similar functionality.

With SpyFu, you can take all of your competitors (direct or indirect), put their websites into the tool, and see all sorts of information about their paid search campaigns.

Here are some of the data points you can see:

  • Search terms their ads have shown for
  • Average ad budget
  • Number of active keywords

Caveat before we go further: All of this is inferred data. SpuFu can’t actually know what a competitor’s keywords are or how much they spend. They can only see the search terms an advertiser showed up for and reverse engineer the number of active keywords and ad budget from there.

While this data isn’t perfect, there’s still plenty we can learn from it. So if you can accept this caveat, which you should, then keep reading.

Still here?

Great!

Let’s start by taking an example website, Lowes.com. (Yes, I’ve been doing home improvement projects, so Lowe’s is top of mind.

If we input lowes.com into SpuFu, then navigate to the PPC Research section, then choose PPC Keywords, we’ll see a report that looks like this. It has the top performing PPC search queries that Lowes has been showing up for.

lowes ppc keywords in spyfu

As you can see, the report is truncated to only the top five terms since we’re in a free account, but if you were to pay for SpyFu, you’d see a lot more variants show up here.

Each of these terms could be a valuable keyword for you to target if you’re a competitor of Lowe’s and want to show up in the same SERPs that they are. A similar process can be done for all of your competitors to find the top terms they show up for and try to take some new themes for yourself.

That said, my favorite report in SpyFu is the Kombat report. On this tab, you can input multiple competitors, then see how their search term coverage overlaps in a Venn Diagram.

spyfu kombat report for lowes

Here, you can see Home Depot and Menards’ search term coverage against Lowe’s. There’s a group of 118 “Core Keywords,” meaning all three brands bid on these terms.

But the gems come from seeing which terms either Home Depot or Menards bid on that Lowe’s doesn’t. Specifically, the “Consider Buying” section, in this instance with 70 keywords, shows the search terms Home Depot and Menards are showing for that Lowe’s isn’t.

lowes keyword gap on spyfu

In this instance, two competitors are showing for the above terms, while Lowe’s is left out. If you’re the Paid Search Manager for Lowe’s and you know you offer Owens Corning Duration Shingles, that might be a good term for you to look into.

Additionally, three of the five listed terms are for “appliances” plus a city, state location. That could be an entire keyword theme Lowe’s should look into researching and building out to ensure they have coverage for folks looking for appliances in areas where they have stores.

Again, these are only the queries Home Depot and Menards are showing for, not the specific keywords, but they’re both onto something with the location terms, and it appears Lowe’s is being left out of that market conversation. Probably a good place to at least investigate and see if this should be added to their paid search coverage.

Look for new opportunities with a PPC keyword gap analysis

A keyword gap analysis can help you identify new areas for your search campaigns to reach potential customers based on what your competitors are doing. By following these simple steps, you can discover opportunities to expand your keyword lists and optimize your campaigns. Need help with your Google Ads? Reach out for a demo to see how we can help.

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How to Get a Google Knowledge Panel for Your Business (+Tips to Optimize It!) https://www.websolved.in/blog/how-to-get-a-google-knowledge-panel-for-your-business-tips-to-optimize-it/ Thu, 01 May 2025 16:56:09 +0000 https://www.websolved.in/blog/how-to-get-a-google-knowledge-panel-for-your-business-tips-to-optimize-it/ Getting a Google Knowledge Panel is like earning your business a big blue shiny checkmark in the search results—an official stamp of credibility that instantly builds trust. But it’s not like a listing that you can just set up and publish. Your Knowledge Panel gets created by Google as a result of other activities across […]

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Getting a Google Knowledge Panel is like earning your business a big blue shiny checkmark in the search results—an official stamp of credibility that instantly builds trust. But it’s not like a listing that you can just set up and publish.

Your Knowledge Panel gets created by Google as a result of other activities across the web, and it can be a little tricky. So in this article, I’m going to share exactly what it takes to get a Google Knowledge Panel for your business.

Contents

What is a Google Knowledge Panel?

A Google Knowledge Panel is the collection of information that appears on the upper right-hand side of your search results page (on desktop) when you search for a business, person, place, brand, or organization.

google ads knowledge panel example

The Knowledge Panel is part of Google’s Knowledge Graph, which uses existing, trusted data sources to surface quick, factual answers in the SERP.

Ready to secure a Google Knowledge Panel for your business? Start with our free guide on how to get more reviews, complete with tips to boost ranking, reputation, and revenue!

Benefits of a Google Knowledge Panel

A Google Knowledge Panel gives your brand an official and credible presence in search results, helping you to stand out, take up more real estate on the page, and surface key information at a glance. For businesses looking to build trust and visibility, it’s a powerful asset. Here are some quick benefits:

Google Knowledge Panel vs. Google Business Profile: What’s the difference?

Your Google Knowledge Panel is not the same as your Google Business Profile (GBP), which is your listing that also appears on the right-hand side of the SERP. Here’s a chart that helps to illustrate their differences, thanks to ChatGPT:

google knowledge panel - google business profile comparison

While Google may use information from your GBP in its Knowledge Graph, having a GBP doesn’t guarantee you’ll have a Knowledge Panel. A Knowledge Panel requires:

  • Strong online presence
  • Structured data
  • External authority sources (like Wikidata, news, etc.)

Let’s dive into that.

How to get a Google Knowledge Panel for your business

If you’re trying to get a Google Knowledge Panel for your business, you’ve got your work cut out for you in five key areas:

1. Request a Knowledge Panel claim

For starters, search your business name and see if a panel already exists. If it does, click the three dots next to your company category and choose “Claim this knowledge panel.”

google knowledge panel - example knowledge panel on serp

From there, follow the steps to get verified.

This definitive guide to brand awareness can help you build your online presence for an optimized Google Knowledge Panel!

2. Claim and optimize your Google Business Profile

As we mentioned above, your Google Business Profile doesn’t guarantee a Knowledge Panel, but it does influence it. Here’s what you can do:

3. Build your online presence

There are a few buckets of SEO to focus on to help secure your Google Knowledge Panel:

  • Your listings. This is essentially your local SEO, which means making sure your business name, contact information, and descriptions are consistent across listings. Our local SEO checklist can help with this.
  • Keyword-targeted content. Use our on-page SEO guide to make sure you’re writing quality, authoritative content that ranks.
  • About us page. A strong About us page that includes your founding date, founders and leadership, location, products and services, industry, and other key milestones can help legitimize your business as well as other profiles across the web.
  • Schema markup. This is a type of structured data that you add to your website’s HTML to help search engines understand the meaning behind content as opposed to just the words on the page. Schema types that will help the most here are Organization, LocalBusiness, Person, SameAs, Logo, URL, ContactPoint, and Address.

Here’s an example of schema markup for my company (Hatch):

google knowledge panel - example schema code

You can use a tool like schema.org to generate schema markup.

Find the right keywords to target in your SEO strategy with our Free Keyword Tool!

4. Build your online authority

In addition to building up your own content, you’ll also want to get featured in other trusted content. This is where networking and influencer marketing come into play. Here are some ways to get featured in content across the web:

  • Press releases
  • Interviews
  • Podcasts
  • Backlinks

Use our influencer outreach email templates or these backlinking strategies to get started.

5. Get listed on key sites

This tactic is similar to the one we just talked about, since it’s about getting mentions on websites other than your own, but this time we’re referring to specific sites that have heavy influence on Knowledge Panel information. We’re also referring to official listings or profiles, as opposed to a featured article or mention in a blog post. Sites to get listed on include:

  • Wikidata. Google pulls information directly from here. It’s like a giant fact sheet, all written in Google’s love language (structured data)
  • Wikipedia. Google also loves Wikipedia. This is like the human-friendly version of Wikidata, which helps keep Google’s Knowledge Panel readable.
  • Crunchbase. Google doesn’t pull from here as directly, but it’s still a trusted source. Think of it as your business resume — third-party validation that helps build your credibility.
  • Industry directories (for example, Angi, Houzz, and Thumbtack for home services or Avvo, Martindale-Hubbell, and Justia in the legal field.)

A few notes: Just as we mentioned earlier when talking about SEO, it’s important to ensure that your information is consistent and accurate across each of these sites. Also, don’t try to game the system with these sites, especially the Wikis. They have strict guidelines in place precisely so these platforms can remain a trusted source of information.

Here’s a quick chart on Wikipedia vs Wikidata to help you understand their differences and how they impact your Knowledge Panel, thanks to ChatGPT.

Google Knowledge Panel examples

Looking at other Google Knowledge Panel examples helps you understand what to shoot for when optimizing your SEO for your Knowledge Panel. Here are a few more examples of Google Knowledge Panels.

Monday

Monday’s Knowledge Panel information was likely pulled from PR coverage, review sites, local listings, and more.

google knowledge panel example - monday

Ann Handley

Here is a Google Knowledge Panel example for a person rather than a business.

google knowledge panel - screenshot of knowledge panel

Salesloft

A pro tip: Looking at what shows in the “people also search for” section of a Google Knowledge Panel can be helpful when doing competitive analysis. This Salesloft Knowledge Panel has several.

google knowledge panel - salesloft

Gong.io

Including images of your products or services across online content, like Gong.io has, can help make your Google Knowledge Panel pop.

google knowledge panel - gong.io knowledge panel example

Google Knowledge Panel FAQs

Here are answers to some other questions you might have about getting a Google Knowledge Panel.

Can you edit your Google Knowledge Panel?

You can’t directly edit your Knowledge Panel like you would a Google Business Profile, but you can influence it using the SEO strategies mentioned above.

How long does it take to get a Google Knowledge Panel?

This varies from weeks to months, depending on how much web authority, citations, and structured data already exist in relation to your business.

Who can get a Google Knowledge Panel?

Businesses, public figures, artists, and organizations. You don’t have to be a celebrity or major brand either—local businesses and microinfluencers can get Knowledge Panels too.

Does having a Wikipedia page guarantee a Google Knowledge Panel?

No, but it helps a lot. A Wikipedia page will increase your business’s credibility and notability in Google’s eyes, especially when combined with the other strategies in this post, like structured data and other citations.

Do I need a PR agency to get featured in external sources?

Not necessarily. While a PR agency can help, you can also land mentions on your own through guest posting, press releases, podcast interviews, and backlink outreach.

What should I do if incorrect info appears in my Knowledge Panel?

You can suggest edits after claiming your Knowledge Panel, but changes aren’t guaranteed. Your best bet is to edit the information at the source (like Wikidata or your Google Business Profile) and make sure it’s consistent across the web.

Can I have both a Knowledge Panel and a Google Business Profile?

Yes, and you should! The two often complement each other and work together to improve your visibility in both branded search and local results.

Get working on your Google Knowledge Panel now

A Knowledge Panel is a powerful trust signal that can boost your brand’s visibility, authority, and SEO. While you can’t control every aspect of how Google displays it, you can control how your business shows up across the web. By taking care of those details with the strategies in this post, you’re setting yourself up to earn that coveted spot in the search results. For more ways to increase your online presence, see how our solutions can help you manage your listings, optimize your SEO strategy, and more.

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How to Use the Facebook Ads Audience Overlap Tool https://www.websolved.in/blog/how-to-use-the-facebook-ads-audience-overlap-tool/ Wed, 30 Apr 2025 16:52:07 +0000 https://www.websolved.in/blog/how-to-use-the-facebook-ads-audience-overlap-tool/ Facebook ads (or Meta, if you prefer) is a great platform to find your target audience, introduce them to your brand, nurture them through the funnel, and eventually make a sale. The full funnel options for this channel make it a common starting point (typically alongside Google) for many advertisers, but they also make it […]

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Facebook ads (or Meta, if you prefer) is a great platform to find your target audience, introduce them to your brand, nurture them through the funnel, and eventually make a sale. The full funnel options for this channel make it a common starting point (typically alongside Google) for many advertisers, but they also make it rife for seeing overlapping audiences and, in turn, overspending.

Luckily, Facebook has provided a tool within the platform to help avoid those overlapping audiences and keep our campaigns mutually exclusive. It’s not perfect. There are limitations. But it’s better than just about every other platform out there in providing insights into how your audience makeups compare

In this article, I’ll show you where the Facebook ads audience overlap tool lives, how it works, and give you some examples for audiences to check to make sure you’re not overspending in your account.

Contents

Where to find the audience overlap tool in Facebook ads

The audience overlap tool isn’t found in the regular campaign manager.

Instead, we need to head to the Facebook Ads Audience Manager. Depending on how recently you’ve visited this page, it’ll either show up in the short list on the left, or you can find it in the larger list in the far right column.

how to find the facebook ads audience overlap tool

Once you’re there, the overlap tool is a little hidden.

First, you need to check the box next to the audiences you want to compare. Then, a series of buttons will show at the top. If you click on the three dots icon, a drop-down will show up with the show audience overlap.

how to use the facebook ads audience overlap tool

In the next section, we’ll cover how this report is read and what it can do.

Is your account in need of help from the Facebook ads audience overlap tool? Find out with our free Facebook Ads Grader!

How to read your Facebook ads audience overlap report

When you’ve selected two audiences, the overlap report will look like this:

audience overlap tool - example facebook ads audience overlap report

The first audience you checked the box next to will be called your selected audience and will be found in the top box. There, you’ll see the audience size, and there will always be a complete circle as the audience isn’t overlapping with anything.

The second audience you selected will be in the comparison audiences box. You’ll be able to see the original size of the audience below the audience name, then off to the right, you’ll see a Venn Diagram of how that audience and your selected audience overlap. Lastly, there’s the number of users in the overlapping portion, meaning those that show up in both audiences, as well as a percentage of the selected audience that is also found in the comparison audience.

For the example above, about 7.9M users from the comparison audience are also in the selected audience, for a 12% overlap of the comparison audience.

While that might not sound like too much by itself, if we flip the audiences and put the smaller audience in the selected audience position, we now have a 99% overlap rate since 7.9M users are nearly all of the 8M users from the smaller audience.

audience overlap tool - example facebook ads audience overlap

When audience overlap in Facebook ads can be a problem

Audience overlap isn’t inherently bad. If you’re trying to hone in on a group of users because they’re the right fit for your company and you’re trying to reach them in multiple different ways, you’re likely going to have at least a little overlap.

The problem comes in when you’re using these audiences for targeting and not accommodating the overlap.

If you have audiences with overlapping users added to multiple different ad sets or campaigns, those users could be served ads from each of those places where they’re targeted. Since the budget controls live at either the ad set or campaign level in Facebook, depending on which you’re using, that means you could be spending ad funds on the same users just in different ad sets or campaigns.

Is audience overlap stopping you from getting ahead of competitors? Find out how your account performance compares to averages in your industry using our Free Facebook Ads Benchmarks Report!

3 ways to use the audience overlap tool to avoid overspending

In the example above, nearly all of the users from the smaller audience are also in the larger audience. So if you targeted both audiences and didn’t have any exclusions in place, you would be targeting that smaller audience in both ad sets or campaigns that it was running in, meaning you would be spending money on it in two different places.

To avoid this, there are a couple of things you could do to optimize your Facebook ads targeting strategy.

1. Don’t target the smaller audience

The first option is simply not to target the smaller audience. If you’re willing to sacrifice the 96,000 users in the smaller list and leave them untargeted, then we solve the problem of overlap.

2. Try targeting both audiences together in the same ad set

If you target both audiences in the same ad set, then the budget allocated to those users comes from the same pool. Each time your account is eligible for one of those users in the auction, the spend will only come from this one ad set, meaning you’re not going to be spending on those users in more than one place, which avoids the main issue.

3. Create meaningful exclusions

The last strategy is to use exclusion audiences to help shape your targeting.

facebook ads audience overlap tool - example of excluding facebook ads audiences

For this strategy, you have to be careful of how you use your exclusions and only exclude one way to make sure you don’t end up negating the overlapping portion.

For this group, I would target the large audience in an ad set and exclude the smaller audience from it. This means the large audience will target its original 66.9M users and not the 7.9M users who were in the overlapping section.

The second ad set would target only the smaller audience and not have any exclusions since there would now be no overlap with the larger audience.

The group of users found in both audiences would only show in the smaller audience ad set and would be excluded from the larger group, meaning it would only be targeted in one of the ad sets.

Audience overlap tool limitations to be aware of

As I mentioned earlier, this tool isn’t perfect and does have some limitations.

While you can use the audience overlap tool for any type of audience you create (meaning lookalikes, customer lists, and saved audiences are all up for grabs), you can only see the overlap for audiences with at least 10,000 Accounts Center accounts.

If your audiences are too small, you’ll see a message in the report that looks like this.

audience overlap tool limitations in facebook ads

This message also gives a little further limitation. For privacy considerations, if the overlap between two audiences is lower than 1,000, even if the audiences have 10,000 matched Accounts Center accounts, you won’t be able to see the overlap.

If your audiences are on the larger side, this likely won’t be an issue.

For advertisers trying to be very specific with their targeting and using smaller audiences, this can be frustrating. Without the insights into overlap, you won’t know for sure how many users are in both of your audiences.

Looking on the bright side, though, the tactics for targeting to avoid overlap listed above will still apply. You won’t know the true overlap portion, but the exclusions will still help narrow your groups as needed.

Make informed targeting decisions with the Facebook ads audience overlap tool

The Facebook audience overlap tool can be a great tool to see where you’re potentially spending double funds to reach the same users and wisely create mutually exclusive targets, but it does have some limitations. Next time you’re building out your campaigns, be sure to check and see where you could be multi-targeting your users and create a strategy to ensure you’re not overspending on the same users. For more ways to optimize your Facebook ads targeting, see how our solutions can help optimize your social ad campaigns to their fullest potential.

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