Definition

An Ad Server is a piece of advertising technology used by publishers, ad agencies, ad networks to manage and run advertising campaigns.

Description

Running ads is the way websites make money through their content. Every ad placed on the publisher’s site must be constantly monitored, managed, replaced, and tested.

Buying and selling of ads between advertisers and publishers was initially done manually. Soon, to improve the efficiency and manage various advertisers, first party ad servers were born.

Ad server is the storehouse to the ads. It manages to display the online advertising content to the right user on a website.

Ad servers are the platform that have evolved to suit the demands of advertisers and publishers in the ecosystem. Ad servers used by the publishers are called first-party ad servers. And that used by the advertisers is called a third-party ad server.

Example

Amazon DSP is an example of an ad server that allows agencies to buy media placements which further will be programmatically delivered on publishers sites, Amazon websites, and third-party exchanges.

Way in which an Ad Server works

In the mid 1990s, the traditional publishers moved towards online publishing when the internet already took its full swing in the 1990s. It gave umpteen opportunities to not only create content but to use the platform for displaying ads.

In the initial years, the buying and selling of ad spaces happened manually. But soon players realised that they would need an efficient system. This is when Ad Server started the work. There are two types of Ad Servers: one is first-party ad server and third-party ad server.

First party ad server:

• Step 1: Browser sends request when the user visits a website to ask for page content.
• Step 2: The publisher’s web servers return the HTML and it starts rendering the page content.
• Step 3: An ad request is further sent to the ad server of publishers to fill the slot on the page.
• Step 4: The publisher’s ad server choses ad campaign based on the information obtained by the user.
• Step 5: The publisher’s ad server will send JavaScript to the website and then the ad is displayed to the user.

Third party ad server:

• Step 1: One user will visit a website and the browser will send a request to the publisher’s web server asking for page content.
• Step 2: The publisher’s web server will then return the HTML and then render page content.
• Step 3: The request will send the publisher’s ad to fill the ad slot on the page.
• Step 4: The publisher ad server chooses ad campaigns based on information obtained about the user.
• Step 5: The publisher’s ad server sends back the ad markup containing the URL that points to the advertiser’s ad server.
• Step 6: The ad markup further sends the request to the advertiser’s ad server for ad markup and counts the impressions.
• Step 7: The advertiser’s ad server sends the mark up to the publisher’s site to further display the ad to the user.

Benefits of Ad Server

These are the benefits of an Ad Server:

• You can optimise ad campaigns.
• Advertisers can have real-time analytics to take care of brand safety, ad fraud, and visibility.
• Get timely performance reports to scale campaigns and drive results.
• Track all conversion tracking in terms of actual registration, actual purchase, lead, and viewing certain page.
• An Ad Server allows you to host all your media campaigns in one account.
• Manage your Ad Budget in one central location.
• Enhanced targeting options for campaigns.
• Centralise all ad buying, tracking and performance metrics in one place.

Future of Ad Servers

Technology sector today sees the maximum revolution because it is the mother of invention. Well for Ad Servers, the future is bright because it helps publishers and advertisers save a lot of time and money.

There is a lot to serve in the industry as people look for more convenience in running campaigns and maximising their profits. In future, publishers and advertisers may require an Ad Server that has:

• Intuitive UI
• Can improve to feature mobile ad servers
• Deep targeting opportunities

Some expect that the future of the Ad Server will be a combination of Real-Time Bidding(RTB) and sales models like CPM and CPC.

How to Choose an Ad Server for your site?

These are the steps you can follow to choose an Ad Server:

• Decide the selling strategy because not all Ad servers can cater to your demand. Choose how you want to monetize through the server.
• See which of the features will you need in the Ad Server. The features may include targeting, reporting, campaign trafficking, and forecasting.
• The servers should be easy to use and should provide 24/7 support.
• Check whether the system is capable of retrieving data or not.
• The ad server you choose should support ad types like mobiles, videos, and ad exchanges.

FAQs

What is a first-party ad server?

A first party ad server is for publishers to help them manage ad slots on their website. It enables the publishers to display those ads which have been sold directly to advertisers via direct campaigns.

A first-party ad server allows users to make decisions about which ads to display on a website. The display will be made on targeting parameters like user’s interest. The first-party ad servers are used for inventory forecasting that tells about how much inventory the publisher has for sale.

What are third-party ad servers?

Third party ad servers are used for tracking ad campaigns. The functionality of third-party servers is limited in comparison to first-party ad servers. The former collects campaign data such as impressions and clicks.

The third party ad server provides all aggregated campaign information to the advertiser. Ultimately, advertisers have the ownership and control of the collected data.

What are the two types of ad servers?

The two types of ad servers include a hosted ad server and the second is a self-hosted version. A hosted ad server is the one that is run and maintained on an ad server company’s site. On the other hand, the self-hosted version is the one in which you install and maintain your own server.

What are the pros and cons of a hosted ad server?

These are the pros and cons of hosted ad server:

Pros:

• No Installation: Nothing needs to be installed. Everything is already installed for you after you simply sign up for the service.
• Updates: All updates to the platform are installed for you.
• Support: Generally speaking, hosted platforms offer better support that is also more easily accessible.
• Speed and Reliability: The majority of hosted platforms are continuously checked for issues. Thus, faults and problems with speed are immediately resolved. usually before you even realise they exist.

Cons:

• Cost: Hosted ad servers are more expensive than those that are self-hosted.
• Customization: The majority of hosted ad servers cannot be tailored to your precise requirements. Several do provide very little customization.
• Data Control: You do not have complete control over the hosted ad server where your data is stored.

What are the pros and cons of a self-hosted ad server?

These are the pros and cons of a self-hosted ad server:

Pros:

• Self-hosted ad server scripts are purchased for a one-time fee. The server you are using to host it is the only continuous expense you have.
• Customization: To make a self-hosted script specifically fit your needs, you can make changes or engage a programmer to do so.
• Data Control: You are in charge of and have access to your data on your server.

Cons:

• Installation: Your server has to have the ad server script installed. It needs some technological know-how to do this.
• Updates: You are responsible for keeping an eye out for and installing updates.
• Technical Problems: You are responsible for resolving any technical problems that the script or server may encounter.

Also Read – Complete Guide to Social Media Advertising 2024

Definition

Ad Rank is a metric that indicates on which search results page the ad is shown relative to other ads.

Description

Google displays your content on top search results when your content qualifies certain standard metrics on Google.

Similarly for ads, Ad Rank is a value that determines where ads will be shown relative to other ads. Ad rank shows how relevant the ad is for the user’s intent.

Ad rank is calculated each time your ad is eligible to appear.

The ad rank is calculated by the bid amount, auction time ad quality, competitiveness of auction, and context of user’s search.

There are three factors to determine the quality of the ad that includes click-through-rate, landing page experience, and ad relevance.

Google takes into account the information provided by the campaign and then puts it into judgement whether the ad is worthy of ranking or not.

Example

Here, when the user searched for a website domain, on the first page showed results for GoDaddy. The ad shows on the top because it will relate to either renewal of the domain or purchase of the domain.

Things to check for higher Ad Ranks

Your ads will be displayed on higher positions in search results if the ad wins the auction. This is how Google decides which ad should it show and where should they be positioned.

To win the auction, this is what marketers should do:

• Set bid right: Set a bid right to tell Google the amount of money you are ready to pay for a click. Consider the amount you want to set considering the expected returns you look at. You can change your bid anytime if you feel the need.
• Check the quality of landing pages and ads: Check how relevant and useful your ads are and to which site the ads link to. Monitor the quality score of the ad and see how you can improve it.
• Ad Rank Threshold: Set a minimum threshold value that the ads must achieve. It will help you compare the ad performance.
• Evaluate the context of the person’s search: You calculate Ad Rank by checking the search terms that people have entered. Also evaluate the relevance of the ad considering the search terms people enter, person’s location at the time of search, what device the users are using, other signals and attributes.
• Add Ad Assets: Create an ad by adding additional information such as phone number, or more links that directs the traffic to your website. With these Ad Assets, Google will identify how each asset will impact the user’s performance.

Actionable Strategies for marketers to improve Ad Rank

These are the actionable strategies that marketers can use to improve Ad Rank:

• Focus on creating better Ads: You can create better ads by understanding the user’s intent. Start by concentrating on a specific buyer persona thinking what solution are they looking for and what are they trying to accomplish.
• Let the ad extensions stand out: Align your extension perfectly with ad campaign goals and calls to action. Google then evaluates the “expected impact of extensions” to find out ad success. Hence, use Ad extensions that match your call-to-action.
• Make the landing page easy to navigate: After reviewing your ads, Google also checks how convenient it is to navigate on the landing page. It also checks whether or not the landing page delivers an exceptional user-experience to the visitors or not. Upgrade the landing page by creating an impactful content copy and design to match the targeted keywords that are used in your ads.
• Create super specific ad groups: Every ad group should have an ad theme and each ad group should focus on a single product or services. You can create and break your ads in 3 groups to include Phrase Match, Exact Match, and Broad Match Modifier.
• Standardise your landing page for each campaign: Standardise landing page content copy for each campaign you create. You can then make small edits to customise the offer in your ad copy.
• Use keywords in the display URL and ad title: If you use keywords in your display url and ad title, it adds to your quality score. It also increases the relevance of your ads to be displayed in the search results.

• Experiment with CTA and offers: Experiment with different call-to-actions and offers that performs the best. Customise the ad copy and run multiple ads within a specific group to see which is the best proposition.
• Optimise your bid strategy: You need to optimise your bid strategy. Increasing bids can impact the acquisition cost in the long run hence, it is better to optimise your bid.

FAQs

What is a good Ad Rank?

Ad Rank is a metric that defines whether the ad is worthy of showing at all. The ad that qualifies for all the benchmarks will be shown on the top. And one that is on the top will have a good Ad Rank.

Is Ad Rank the same as Quality Score?

Quality score is the parameter that is defined by the keywords, landing pages, and ads are evaluated. A campaign can be adjusted according to these parameters only. On the other hand, Ad Rank is Google’s way to decide whether the ad will be shown in the search result or not.

What are the 3 factors that influence the ad rank?

Three factors that influence the ad rank include:

• Expected Clickthrough Rate (CTR)
• Ad Relevance
• The bid amount

How can you increase the ad rank fast without increasing the bids?

These are the some of the ways in which you can increase the Ad rank faster without raising the bids:

• Work on improving quality scores.
• Use search terms as keywords in the advertisement.
• Work on improving the Ad relevance.
• Improve the landing page quality.
• Include main keywords in your ads especially in the Ad Title or URL.

Also Read – Ultimate Facebook Marketing (meta ads) 2024

Definition

Ad Group refers to more than one ad created for the same target. Each campaign you create has more than one ad in the group. These ads have a common theme which relates to your business.

Description

The Chinese cuisine you prepare will have the same spices on the general levels. They may have a standard procedure of cooking which is why they fall under one category.

An ad group is a home to keywords, text ads, and landing pages. An ad group is the main tool for running PPC campaigns after making an account. Search engines look for ad groups to check for which keywords the ad will show and what will the ads show after they run. It will also show where the users will be directed after they click the ad.

Creating ad groups focused on keywords help companies better reach their audience. Brands can have more than one ad group for a campaign, distinguished by common theme keywords.

These campaigns drive business faster to get the target audience. And to make the campaign successful, you must divide the budget accordingly. When you make an ad group, you must decide on whom to advertise to, what to exactly say to your audience, and what will you say exactly when you design the ad.

Example

Anant wanted to market his newly built restaurant that served exquisite dishes. So he thought of running an ad campaign on Google so that he could reach his audience sooner than expected. His marketing team handled the ad campaign for him.

They began by selecting the keywords and dividing them into groups with a common theme.

Some of the keywords they used included “Restaurant near me”, “Mexican restaurant near me”, “best Enchiladas”, etc. These ad groups were used in the marketing campaign for the new restaurant.

Importance of Ad Groups for Marketers

An Ad Group contains one or more ads that share a similar target audience. The marketers set a price, set a bid for the keywords the ad triggers to appear. The marketers can use form ad groups to:

• Increase Ad Relevance: You can tailor ads for the respective keywords to increase the ad relevance for Google and your target audience. It gives you a higher Clickthrough Rate (CTR) and influence quality score. Ultimately, the ROI gets better.
• Optimise Ad Extensions for Each Keyword: You can create an ad group to optimise the ad extension. What applies to the ad group will apply to sitelinks, call extensions,etc,. Further the relevance of the ads increases for users which further leads to better CTR.
• Achieve Higher Relevance with unique keywords match types for an Ad Group: The keyword match also helps to trigger ads that are up for campaign in Google. For better ranking and high quality score, you can place each match type in a separate ad group.
• Comprehensive Marketing Campaigns: Ad groups help to create comprehensive marketing campaigns. It drives the traffic to your business and brings in leads in a cost-effective way.
• Create multiple ad groups: The benefit of having a multiple ad group is that allows you to create multiple ads based on keyword related themes.

Ways to create Ad Groups

A marketer can create multiple ads or individual ads for the campaign. This is how you begin with:

• Login to your google account on Google Ads Account
• Select Display Campaigns on the left side of the navigation panel.
• Then click on Ads and Assets from the menu on the left side.
• Next Click on ‘+’.
• Click on Upload Display Ads.
• Select an Ad Group
• Choose to upload a file either as GIF, PNG, and JPG.

This is how a marketer can create an individual ad:

• Go to “Type” and select Ad Groups
• Go to Toolbar and select Add Ad Groups
• Select the Destination Campaign and then click OK.
• Enter the Name of the Ad Group and create a Bid.

For group ads, this is what marketer can do:

• Select Ad Groups from the list.
• Then Click on Make Multiple Changes.
• Click/Select on Selected Destination.
• Paste the changes to your grid.
• Finish and relook the changes you made.
• Click on Keep to keep the pending changes to your accounts.

Best Practices for creating Ad groups

This is how you set up the best practices for an Ad Group:

• Set up a dedicated budget for the Ad Group: It is important you set up a dedicated budget for an ad campaign. This way the ad campaign can be managed very easily.
• Set target parameters: Set Ad group level bid modifiers to create separate campaigns for each targeting segment. Keep budget management separate for long-term keywords.
• Check the network setting: before you start with the ad campaign, select the search results settings. Choose the network where your ad should be displayed and where it should not.
• Separate campaigns for different audiences: Create separate campaigns for remarketing. Create data-driven decisions that guide the structure to create an ad.

FAQs

How many ad groups should you have in a Google Ad Campaign?

You should have a minimum of 3 ad groups in a Google Ad Campaign. This makes your campaign strong and allows you to focus on different keywords. Then, all you have to set is optimised ad rotation. The optimization will help your ads for clicks.

What are the benefits of creating multiple ads?

• Ad groups contain more than one ad based on a single theme. Different ad groups separate a campaign and help you to run your campaign successfully. These are the advantages of creating multiple ad groups:
• Convenient monitoring: Running an ad campaign with a single ad is no offence, but it makes performance monitoring difficult. You can divide the ad groups based on keywords, location, theme, and products, making monitoring convenient after running the ad.
• Bidding: Creating ad groups allows you to set bids according to keywords and location factors. This controls your cost of bidding but takes an increase in revenue.

Easy targeting with long-tail keywords: Long-tail keywords work better than normal keywords. Add similar long tail keywords to create one group as it can lead to better targeting.

Stop a particular ad group: If you observe that a specific group of ads is not performing well, you can stop it immediately. It saves you from getting fake expectations and spending more on ads.

Will a single ad group campaign fail?

Running a campaign based on a single ad group will not fail. You can aim to focus on single keyword themes and approach your target audience. A single ad group also enables you to make the best use of your budget.

Also Read – 

• Step by Step Guide to Create a Meta Ad in 2024
• How to build an effective marketing strategy

Definition

Ad Fatigue happens when users see your ad too many times, so they lose interest in those ads and stop engaging with them.

Description

You can’t eat pizzas every day. It will give you a stomach ache or no pleasure in eating because it tastes the same every day. Similarly, when a user browses a website, they cannot click on the same ad every time each day.

Studies from Survey Monkey show that 74% of the people are tired of seeing ads. Nearly 3 out of 4 users think there are too many ads.

With too many ads popping, users can have ad fatigue. When visitors do not click on the same ads, it reduces the Click-Through-Rate (CTR), which implies that the campaign has become less effective. Ultimately, the campaign will fail and there will be no return on investment, and the purpose of business falls.

To prevent ad fatigue and still attract the users towards a brand’s campaign, companies must find alternatives because social media is full of competitive content.

A campaign on different platforms can face its plight because different kinds of people are using different platforms daily.
Brands cannot sit and wait to see the damage happening.

Instead, they must monitor the ad- fatigue early and build new alternative campaigns.

Example

You run a flight booking website that allows travel planners to book tickets to travel worldwide. Some of the visitors to your website are frequent. Every time they are on your website, ads about hotel booking companies pop up.

After every 10 seconds, the ad pops, which disturbs the visitor.

The user then uses the ad blocker to avoid seeing such ads repeatedly. But as a business owner, you suffer the loss because the advertising company will not pay you in this case for publishing their ads. Hence, you must use precautions to prevent the losses from happening.

What should marketers do to remove Ad Fatigue?

These are the steps to avoid Ad-Fatigue and save the fall in your revenue:

1. Monitor your ad campaigns: Track your ad performances to find whether the users are bored of seeing your ads. The content you post should engage users with it. You can learn about the campaign’s performance by measuring frequency and CTR. When you monitor the campaign’s output, you can point out the ad fatigue faster and fix it sooner to drive better results.
2. Create multiple versions of ads: All Tom Hanks’ movies kept the audience excited because he played different characters in each of them. From Forrest Gump to The Shawshank Redemption, the art and calibre displayed of the actor captivated the audience. Same in theory, to avoid ad fatigue, brands can create multiple ads, to attract the audience to their website. Different ways of telling the same information will not bore the audience. The best is to use the ads in rotation to keep the viewers excited about the information.
3. Play with colours: If you can’t create more than one ad, you can play with colours. Vibrant hues catch attention faster, so you can try and change the colour schemes. Changing colours will make your ad look fresh even though the information is similar.
4. Reword the content: Reword the ad content and try to make a compelling ad copy for your viewers. Create catchy lines that attract the users’ attention and get them interested.
5. Change the visuals: Change the images in your ads because visuals create high engagement of audiences. So if you are selling chocolate chips and have used brown cookies in one ad, you can use an image that has pouring chocolate in another ad.
6. Use a different CTA: When experiencing ad fatigue, you must reconsider changing your CTA also. If your current CTA reads “Fill in Details here”, you can change it to “Learn More”.

Negative influence of Ad Fatigue

Ad fatigue can affect your ad campaign. This is how you can see how it affects:

• High Cost per Click: When users see repeated ads, they may not even refer to a word from the post. But you still have to pay for the ad display. So, the click through rate decreases but the cost per click starts to rise. Hence, your budget gets wasted.
• Wasted Ad Set: When your viewers stop seeing the ads, the Google algorithm thinks that your target audience is not interested in your ads. As a result, it stops showing the ads and amidst this there is a high chance of you losing customers.
• Harm brand image: Ad Fatigue can harm brand image. Overseeing the ad can deteriorate the customer’s experience and they might perceive your brand to be of low repute.
• Low conversion rates: Studies have shown that people who saw ads more than 10 times, were less likely to buy the products. So ultimately, you have a low conversion rate.

Future of Ad Fatigue

Showing ads is something which cannot be changed when it comes to online marketing and advertising.

But with that there should be no end to advertisement.

These are the ways in which you can battle ad fatigue in future:

1. Target new audience: Absolutely worth doing it, but it is a simple trick. Why should you show your ad to the same set of audience. Broader your audience, because if that is too narrow which is why you may not be getting a response.
2. Try different ad placements: Same ad placements cannot work the same way. You can place ads at the bottom also.
3. Ad Rotations: Create 3-5 types of ad creatives and rotate them every few days.
4. Create user-generated content: Focus on different types of user-generated content to capture the audience.

FAQs

How can you identify that your audience has Ad Fatigue?

If you do not observe any growth in the number of visitors, and the sales seem to decline rapidly; it can be the case that your audience has Ad Fatigue.

This is how you can identify Ad Fatigue:

1. Less Engagement: Observe how people engage through your ads. If they just see your ads and move on, there is less engagement in your ad. Another way you can identify less engagement is if you have less social engagement.
2. Lower Click Through Rate (CTR): CTR indicates how compelling your ad is to motivate users to visit your site. You can play with words and numbers to infuse excitement in the viewers so that they engage further. If your ad reads “10% discount on new stock”, the CTR gets better. It is because of the 10% and words like “new”.
3. Lesser Impressions: If your audience is not interacting with your paid advertisement, there are chances that the ad will not appear for them in future. This will reduce impressions for yoIt is the same as social media algorithm where the posts you like will appear on the top along with similar content.

What to do to a campaign to reduce ad fatigue?

This is how you can reduce ad fatigue for a campaign:

1. Pause ads
2. Create new ads and campaigns
3. Decrease budgets for your ads
4. Exclude audiences that are already engaged with your brand
5. Extend the reach of the audience

Also Read –

• Ultimate Facebook Marketing (meta ads) 2024
• How to build an effective marketing strategy

Definition

Call-to-action is a message to prompt the visitor on the website for an immediate response like purchase.

Description

You can have a website that gives a lot of information about the brand and the product/ services you offer. That is great but will that help you increase your revenue? No.

The idea of being there in the first place is to sell your services and generate income. For that you need to have a call-to-action as it encourages the users to take an action.

It also helps the interested users to make the purchase or follow an action as recommended.

Example

On an apparel website like that of Myntra, users can add clothes to their bag. They can see the “Add to bag” button under each item. And for the final purchase that will help the brand, there is a button “Proceed to Pay”. The two are important CTAs for Myntra.

Importance of Call-To-Action

This is why a call-to-action is important on a website:

• It acts as a signpost to let users know what is the next aim. It instructs the users on what to do next. Through CTA, you can ask your visitor to leave their information, download an eBook, or subscribe to monthly newsletters.
• Without CTA, a user might leave the site without knowing what to do next. CTA tells the users about the next action they can take. This is why the language of the CTA needs to be simple and intuitive. For example, Click Here, Learn More, Contact Us, etc.
• CTA motivates the audience to make the purchase. It actually encourages customers and regulates the success of a digital marketing campaign.

Ways in which you can write a Call-to-Action

A call to action is a digital marketing tool. It is a small content that directs the online link of the customers. This is how you can write a call to action:

• Tip1: Be authoritative. Start with authoritative language and direct people to “Shop”, “Join”, or “Buy”.
• Tip2: Make a good CTA at absolutely low risk. Let the audience be sure that they can find more without committing anything more.
• Tip3: Be persuasive. Use words that persuade people to follow directions. Keep the CTA intriguing.
• Tip4: Make it look urgent. Fear of missing out is the biggest fear these days. Like “Shop before it’s gone” OR “Last 30 minutes for Sale”.
• Tip5: Let the design be perfect so that the CTA pops-off the page. It has to be a colourful CTA button with white space around it.

Call-To-Action and Colors: What is in it?

This is what you have to keep in mind when designing CTA:

• Trick 1: Keep the CTA in eye-catching colours.
• Trick 2: Stay consistent with your brand colours.
• Trick 3: Keep CTA colour and design consistent on the website.
• Trick 4: Keep in mind the audience. Studies show that men prefer bold colours whereas women like softer shades.
• Trick 5: Pick the shade that matches your brand identity. Reserve the attractive colour for the CTA.

FAQs

What are the different types of CTAs?

These are the different types of CTAs:

• Form Submission: This type of CTA frequently requests information like first and last name, email, and phone number from visitors to your website in order to create your contact list.
• Lead generation: A strategy designed to spark initial interest in your product or service and increase website traffic.
• Read More Button: As its name implies, this CTA draws people to your website with teasers before directing them to the complete material. This enables blogs, articles, and other online content to draw their own traffic and receive full credit from search engines.
• Freebies: Draws new clients by providing them with access to a free or significantly reduced good or service.
• Closers for Sales Direct call-to-actions (CTAs) that close sales nudge website users to “Buy Now,” “Contact Sales Department,” or “Pay Here.”

Where should you place a CTA on a website?

You can place a CTA on either of these places:

• Above the Fold: This term describes the top section of your website, which visitors can view without having to scroll down. Sometimes it can be effective to place a CTA among the first things your visitors view. However, depending on how it’s applied, it can also come out as aggressive and unwelcoming. If you decide to add a CTA above the fold, studies show that doing so on the right side of the page will increase conversions.
• The page’s bottom: The call to action buttons at the bottom of the page are most frequently used to request information or enable visitors to share your material on social media
• Below the Fold: Anything on a website that a user must scroll down to view is referred to as being “below the fold.” When your website contains interesting content that will keep visitors reading and transforms your marketing into a narrative, this is most successful for CTAs. It can be beneficial to provide directional signals for CTAs that start above the fold and continue below the fold.

Also Read – 

• Understanding Customer Experience (CX)-How to Create a Great One?
• 17 Call To Action Examples (+ How to Write the Perfect Social CTA)

Definition

B2B marketing is selling and advertising for products or services from one business to another business.

Description

B2B marketing provides product and services to another business for reselling or to use it in production of their final product.

The idea behind marketing is to improve the lead quality and sales conversions to generate higher return on investment.

Example

The best example of b2b marketing is that of ANY Limited that sells SaaS products. It is the software making company that sell their products as the raw product to another company ABC Tech Limited.

ABC Tech Ltd makes antivirus softwares but to run its own operations the company would need enterprise resource management software (ERM) for employees to meet the project requirements. The marketing and selling of ERM software from ANY Limited to ABC Tech Ltd is categorised as b2b marketing.

Importance of B2B marketing strategy

Here are the reasons why B2B marketing strategy is important:

• Extended Sales Cycle: In a B2B business, the sales cycle lasts longer because it depends on what stage of the life cycle the prospects are in. Older the product, the easier the marketing strategy gets. It is important because you need to put the products in front of the buyers telling them that you have come up with a value-oriented product.
• Products and services are complex: B2B products are complex and hence with the right b2b marketing strategy the product should reach the right audience. The marketing can help brands market their products in intricate, subtle and persuasive manner.
• Less sales if less emotions: No doubt that in a B2B marketing environment, there is less interaction with the masses but ultimately the business is owned by humans. And to influence their buying decisions, it is important that the products are pitched with the right strategy.
• Differential pricing: B2B marketing is important because of differential pricing. Every seller brings up their unique proposition which increases the competition. Hence with the marketing, the marketers can highlight their USPs and aspects of determining the pricing along with the cost benefit.
• Fewer data points: B2B marketing has less data history to decide whether the product will fail or succeed. This is a challenge which is why marketers should start with B2B marketing and help brands know about their services.

How to create a B2B marketing strategy?

This is how companies make high level B2B marketing strategy:

Step1: Develop a mission

Before you start building your advertisements, content and campaigns, it is best you ideate the mission. Select measurable business objectives and then you can make a strategy of how you will achieve the goals.

Step 2: Identify the market’s or buyer’s persona

It is very important for B2B businesses because the audience is specific and niche. You cannot market your products to a wider audience. Narrower the audience is, the more you will be able to define what their requirements are.

Research what the competitors are offering, what is trending in the market, interview people in the market, and analyse your best customers to prepare a set of attributes that can match your leads.

Step 3: Identify the channels to reach the target audience

In the next step, you will have to identify how you will connect with the target audience. This will be easy as in the previous step you might know the platforms at which you could connect with the target segment.

You will have to know in detail where your targets spend their time, which social media platforms they use the most, what events they attend and questions they search.

Step 4: Design and Run Campaigns

Using insights you can create effective campaigns and reach the target audience. Within each campaign, ideally you must build around 3-5 ad sets.

Step 5: Evaluate and Improve

After running the ad campaigns, now is the time to evaluate which ads are high performing and which ones are low performing. Understand and then revise the budgets allocated to each campaign.

What does a best B2B campaign look like?

The best B2B marketing campaigns will have these:

• The campaign speaks to their target audience telling them that the brands care.
• Tell a story about how the company’s product works.
• The campaign helps the audience solve their problems.
• Show their company’s competitive edge rather than speaking about it.
• Use imagery to support the brand’s ideas and set the brand’s tone.

B2B marketing trends to look out for in 2023

Brands will be able to make it big even during the recession if they take care of these things and set these things right in 2023:

• Diversify content and provide value over everything else.
• Make use of the big data and decide how you want to provide service to the customers.
• Create best practices for demand generation instead of lead generation.
• Improve the quality of SEO.
• Build trust through the brand and communicate your services.

A State of Marketing Survey derived these about B2B marketing:

• 83% of B2B marketers use a company’s website as the marketing channel.
• 91% of B2B marketers use content marketing in their overall strategy.
• 62% of B2B organisations have a successful documented strategy for content marketing.
• 78% B2B marketers say that high quality content led to an increase in content marketing success.
• 51% of B2B markets claims that they can prove how content marketing has increased their sales.
• 61% marketers say that generating traffic and leads is a top inbound marketing challenge.
• 94% of B2B marketers ensure that the content is fact-based.

FAQs

How is B2B marketing different from B2C?

There are many differences in B2B and B2C marketing but the major one is that of the audience. In B2B marketing, the major audience is business houses whereas in B2C marketing, the audience is customers.

In B2C marketing, the needs and the interests of everyday consumers are taken care of. On the other hand, in B2B, solution-oriented products are sold to business houses. The sales funnel in B2B is longer as there are many people involved in decision making whereas in B2C there is only one buyer. Other difference are:

B2C	B2B
Many buyers	Small number of customers.
ROI is not that important	ROI is very important
In B2C, only a few product changes are made. It is more a game of content revisions	The B2B products are constantly updated.
More need for brand awareness	B2B has more dependence on the need of the demand from businesses

What are some of the best B2B marketing practices?

These are some of the best B2B marketing practices:

• Be Plan Ready: Carve out a plan because without a plan that will be a no-goal marketing. Know who the audience is and then move forward with the target marketing.
• Use data wisely: Rely on data-driven marketing that helps you make better decisions for marketing.
• Create visual content: Spice up your content with visuals to encourage user’s engagement and strengthen brand’s image.
• Build a brand identity: Create a brand identity because always remember whether B2B or B2C, an audience will think of your brand if the communication is clear. Maintain transparency and be consistent with what you serve.
• Watch the trends: Always watch and monitor what the competitors are doing. It keeps you ahead of the competition.

What could be the 4 types of B2B?

These are the different types of business customers in B2B markets which include:

• Producers
• Resellers
• Institutions
• Governments

Is retail giant Amazon an example of B2C or B2B marketing?

The retail giant Amazon is an example of both B2C as well as B2B marketing. It is because the number of products available on Amazon is wide and it can also act as a supplier to small businesses.

Is there a challenge to B2B marketing?

Yes, B2B marketing can be a time-framed process but converting actual sales from it is cumbersome. Using digital marketing for B2B channels can be more complex.

Also Read – D2C Advertising Strategies to Scale Your Brand

Definition

Account based marketing is the art of direct marketing to best-fit, high-value accounts. It is a highly personalised marketing strategy that uses data and insights to build relationships with customers.

The strategy helps to build reputation and drive revenue in business.

Description

Account-based marketing is fit for b2b companies that have high prospect clients. If you try to sell silk sarees to those who sell cotton kurtis, you will not get buyers as their target market does not have demand for silk apparels.

To expand business, you can pitch your product but you cannot end up wasting time and resources. This is why Account Based Marketing is essential, but it has a higher customer acquisition cost.

ABM is a part of marketing strategy where the company works closely with the sales team. It does not mean that the entire attention is shifted here.

ABM helps businesses ward off less valuable customers and brings marketing and sales teams in alignment. When both teams align all the processes, your business can generate better ROI.

With a more valuable audience, the teams can personalise the buyer’s journey, communicate with them, and tailor content as per the preference of these accounts. Gradually, you have more loyal customers and higher revenue.

Account-based marketing is a long-term approach to expand the customer base that gives you more loyal customers.

Example:

ACS is a Resource Management Software making company. They offer the product to IT companies who work on large projects. To approach their clients, they implemented a smart account-based direct mail campaign.

They added a personalised note to all the customers saying, “we know how you struggle to align the deliveries and resources.” And then they offered their product.

This tactic of offering the solution by hitting the problem helped the company increase their sales. After the emails were sent, the company took a personal follow-up after the event.

Importance of Account Based Marketing for marketers

Account-based marketing helps brands in one-to-one or one-to-many methods that help to foster relationships with high-value clients. It ensures that customers have great experience. Some reasons why account-based marketing is important:

• It is a great opportunity to increase revenue. 85% marketers claim that account-based marketing brings higher returns (www.optimizely.com )
• In account based marketing, the resources are used more efficiently than traditional marketing focusing on high-value clients. It saves time also.
• Improved customer relationships. A few companies found that with ABM, they can have better customer relationships with direct marketing.

How to start with Account-Based Marketing?

Every business must try account-based marketing considering the percentage increase in the business revenue.

Marketers observed an increase in the conversion rate through increased web traffic. For Account-based marketing, the marketers and sales team align together for a common goal to increase revenue of the business. These are the steps that are involved in Account-based marketing:

Step 1: Finalise the account selection

To start with account-based marketing, you have to understand the accounts and audience you want to target. The marketing and the sales team must make strategies to nurture the audience and increase their engagement.

The marketing team should design the persona to convert and grow with the client. While developing the target company’s persona, the marketers should consider demographics like HQ location, total number of employees, psychographics like purchase decision patterns, technographics to identify the technologies used by the organisation, and life cycle.

Step 2: Build ABM strategies

For successful account-based marketing, an ongoing coordination between marketing and sales team is more than required. Both the teams must build a personalised campaign across multiple channels.

Offer personalised communication to the target audience and gather information that motivates the users to make purchases.

Step 3: Get the right stack of tools

Fortify account-based marketing with the right stack of tools and technology. Two ways in which a company can do that is either by installing an end-to-end ABM platform to provide all necessary functions for each step or establishing an ABM program using tools.

The end-to-end account-based marketing tools must have features like prospecting tools, analytics, engagement monitoring, lead scoring, and marketing automation.

Key Insights about Account-Based Marketing in 2022

These are the important insights about Account-Based Marketing in 2022:

• Globally Account-Based Marketing will read 1.6 Billion:

ABM was valued at $750 million in the year 2020. It grows at a CAGR of 11.6% up till 2022. Some of the expected growth projections include:

1. India, Australia, and South Korea will lead ABM in the region.
2. The US ABM market will read close to $202.3 million.

• 90% of the companies say that the top goal of ABM is new business generation.
• 94.2% of respondents have an active ABM programme.
• 49% of marketers have shifted their focus on growing business with the existing accounts.
• 67% of brands leveraged account-based marketing.
• 57% professionals confirmed that their companies target 1000 accounts or less with ABM.
• Budgeting and finding a perfect resource is a big challenge for 37% of marketers.
• New ABM strategies like relationship analytics (to understand analytics with B2B accounts), journey analytics (exact status of lead position), and attribution analytics (to study resources that drove conversion).

Future of Account-Based Marketing

Account based marketing is not going anywhere even though the economy is taking full swing. The marketing strategy brings more efficiency and more and more companies are using it to bring higher Return on Investment.

The use of the strategy will not fail as:

1. More and more businesses will get online: We are moving fast to the virtual world and we see a huge growth without any hindrance. Approaching all the customers with personalised content gets convenient with Account-Based Marketing.
2. Increasing brand awareness is mandatory: With more and more businesses growing online, you can increase brand awareness with Account-based marketing. You can build trust and there can be a connection between the buyer and the seller.
3. New platforms and new strategies: With new brands coming in, there are new platforms and channels where you can market your products. If you want to impress your customers, account-based marketing is a must. Technology will help adapt to changing behaviours and expectations of the customers.

FAQs

Is Account-based marketing the same as inbound marketing?

No account-based marketing is not the same as inbound marketing. But together, ABM can create a magical effect on your business.

While ABM is a highly targeted strategy to connect with high-value customers, inbound marketing increases brand awareness by posting valuable content. In inbound marketing, the idea is to optimise websites and improve customer experience.

Can you apply both ABM and inbound marketing together?

Yes, you can apply Account Based Marketing strategy and inbound marketing together. These are how the two can give a push to your business.

With inbound marketing, you can approach the target customers, and then ABM can help to pull those accounts. You can then offer a great user experience, ultimately making them your loyal customers.

Using both methods, you attract a wider audience than you would with just one method.

The same type of content, like a personalised story, can be used for ABM and on your website.

How to find a high-value account for Account Based Marketing?

You are looking for a high-value account to push your business towards growth. However, before you make an effort for ABM, you must verify these things about a target account.

• Check financials: You must check what the potential of the client is. Verify how much revenue can be generated from this account against the company’s sales goals in mind. If the account shows the prospect of growth, it can be considered for account-based marketing.
• Scalable: Check if the account has some potential to grow its business. You can consider additional offerings to retain and grow the account.

When you prepare strategies around account-based marketing, also evaluate competitors. Understand what they offer to give you sufficient scope to improve your chances.

What are the problems that ABM can solve?

Account-based marketing is a targeted approach that is beneficial compared to broad-level marketing. As a result, ABM can boost growth, sales, and revenue. These are the problems that ABM can solve:

Problem: Not increasing ROI in B2B business.
Solution: ABM can increase ROI as it focuses on high-level customers. It delivers high ROI.

Problem: Save budget, time and resources.
Solution: Account-based marketing is pretty focused on high-value customers. This saves time in focusing on broad-level marketing. Companies can run marketing programs that are focused on target accounts.

Problem: I do not see an increase in engagement with the customers.
Solution: ABM is more personalised and engages more with the target customers. In this case, buyers are more likely to interact.

Problem: Our sales and marketing teams are not aligned.
Solution: The first activity in account-based marketing is aligning the sales and marketing teams. Because it is a target account-based approach, both teams can align their thoughts to stay on the same page.

What are the components of Account Based Marketing?

Account-based marketing is for target accounts that require the company to adopt a very focused approach. ABM involves targeting, engagement, and measurement. Read further to explore each step in detail:

1. Targeting: You need to identify the accounts worth investing money in, which can result in high ROI. This cuts down your efforts to half, which would attract a lot of time when you focus on a large target segment. You can concentrate on these factors before you target an account:

• Product fit
• High yield
• Competitors
• Quick wins

2. Engage the target accounts: You can run and design a personalised campaign across marketing channels.

3. Measure the success: Find methods that help you build account dashboards that look at specific accounts and help evaluate ROI.

What are the steps involved in Account Based Marketing strategy?

These are the steps that are involved in Account Based Marketing Strategy:

Step 1: Discover your high-value customers after considering their revenue potential, the likelihood of repeat purchases, etc.

Step 2: Identify the key internal players: Identify how the target accounts make decisions and how they are influenced.

Step 3: Create personalised messages: Define content you will send your customers with a personal touch. Make sure that the content is solution oriented and excites your customers.

Step 4: Determine the optimal channels: You must effectively leverage the media in communicating with the target accounts. Make use of web, mobile, and emails.

Step 5: Align marketing and sales campaign: Align marketing and sales campaign for the impactful implementation of account-based marketing strategies.

Step 6: Measure the success: Test, measure and optimise ABM to ensure that your efforts are all practical. You should evaluate the campaigns so that the results should continuously improve.

Also Read – Roadmap to High Ticket Affiliate Marketing 2024

Definition

A/B testing is comparing two alternatives of a web page or an app to arrive at the same conclusion. It is the key to check which page performs better.

Description

The testing in marketing is used where two copies of landing page, email, ad or other content is compared to see which brings more revenue. The image shows that alternative B yields more conversion than version A of the website.

The two alternatives are shown together and a statistical analysis is carried out to determine which of the twoo options perform better. Testing reduces the chances of guess work for website optimisation. Running A/B tests helps you to make data-driven decisions.

In digital marketing, you can have two versions of campaigns run for a webpage that can be compared to determine which performs better and faster. The dynamics of A/B testing involve the techniques to compare which of the two marketing plans is effective. The best of the two will be used first.

How A/B testing works?

For A/B testing,

• You need to create a second version of the web page or app by making small modifications in the original copy.
• Then half of your traffic will be shown the first version and the other half will be offered the second version.
• After the alternatives are shown, the analysis of the two are made in terms of engagement and page experience. It helps the website owner to evaluate whether making the change left a positive or a negative impact.

5 Stages to the experimental framework for A/B testing

These are the 5 stages included in A/B testing experimental framework:

• Gather data: You can use A/B testing to analyse which are the pages you need to optimise. These could be the pages with low conversion rates or high bounce rates. Utilise the data to improve the performance of the pages and attract traffic.
• Establish goals: Begin with establishing goals. It is important to set up goals and standards without which you will not be able to judge which alternative was successful.
• Create hypothesis: After the goals are identified, you need to create hypotheses to make one alternative that will be better than the current version of the app/web-page. Once done, implement the changes to get favourable results.
• Create variations: Use software to make changes as expected. Check for the quality of the results.
• Evaluate results: Start the experiment and let the audience participate. Their reactions and engagement is monitored to compare which of the two alternatives works best.

How A/B testing helps?

A/B testing can help marketers in:

• Improving user experience while collecting the data on the results after the tests is conducted on the two alternatives.
• Establishing why changes in some elements impact the user behaviour.
• Getting a higher conversion rate over time.
• Improve the sales lead quality and volume from the campaign landing page.
• Knowing which versions attract more clicks, marketers can change the campaign. They can control the expenses.

It can help product developers in:

• Demonstrating the impact of the new features or changes in the user-experience.
• Optimising product on-boarding, user-engagement, modals and in-product experiences.

In digital marketing, for A/B testing companies can test their audience’s interest by posting a blog without a picture and one with picture or outbound links. It can be observed that the blog with the images and the links keeps the target audience engaged for a long time.

Example:

An email marketing company tried two versions of their ad. The company offered email marketing services and conducted A/B testing for their CTA button colour. Their copy looked like this.

The company realised that the CTA button that read “Try Now” in orange colour worked better. The Click Through Rate for the orange colored CTA was 38% way higher than 25%.

Company realised that testing one element at one time is good to make changes. It helped them take test on regular basis.

FAQs

Why is A/B testing necessary?

A/B testing helps companies collect data that can form the basis of their marketing decisions. The testing assists in improving the user experience and helps companies establish the basis of the campaigns. Testing allows the companies to gauge elements, changes in which affects visitor’s behaviour and which elements were just over-looked.
A/B testing is essential to:

• Tracks minor changes and significant improvements: A/B tests allow you to evaluate the impact of changes. Like if you change the font, titles, and images on the website, it can increase conversion of sales. For example, Csek had a tagline on their website “Csek Creative is a Kelowna based digital agency that delivers the results that make business sense.” They changed it to “Csek creative digital agency that helps companies with their online and offline marketing needs.” It led to an 8.2% increase in CTR.
• Cost-effective and low-risk: In A/B testing, you can make small changes in the elements you think are relevant to improve the user experience. It is cost-effective because by just changing 2-3 elements, you can decide whether or not to make the alterations. You can quickly change to the original design if you feel the results are not favourable and you do not want to hold to your decision.
• Possibility to increase the traffic: When you make small changes to your website and observe a growth in the traffic, you can make it permanent. There is a high possibility of increasing the traffic with A/B testing.

How can you use A/B testing?

You can use A/B testing for your marketing activities and campaigns. These are the possible areas for which marketers or designers can use A/B testing:

• Individual emails
• Email campaigns
• Multimedia marketing strategies
• Website design
• Paid advertising
• Newsletters

What elements can you work on for A/B testing on your website?

You can work on these elements for A/B testing and observe which things bring higher conversion rates:

• Layout
• Images
• Colour Scheme
• Call-to-action buttons
• Heading and subheadings
• Special offers

Definition

Ad blocking is an act of preventing ads from appearing on the website. These ads are blocked using ad blocker softwares.

Description

The survey pop-ups on a website, hampers the concentration, ultimately forces the user to leave the website. This is why people started using ad blockers for an uninterrupted user experience.

After December 2016, about 11% of the world’s population was observed to use ad blocking software globally.

The high load speed of the web page with fewer distractions motivates the users to spend more time on the website. Users who want to browse websites just for information without blockages, use ad blockers.

Unwanted ads affect the user’s experience while browsing a web page. They reduce the website’s loading speed, which worsens the performance. This is why it is important to use ad blockers.

Too many ads on a website can force the users to leave the website sooner than earlier, it increases the bounce rate. Which further pushes the business down and nullifies your efforts of creating an ad campaign.

With ad blockers, ads are removed and the page load time decreases. Further the data consumption is reduced which is beneficial for those who survive on limited data packs.

Why do people use Ad Blocking Technology?

There are two popular reasons for which Ad Blocking Technology is used:

• They felt the computers were attacked by viruses and malwares because of ads.
• People found that ad blockers were popular.

How Ad Blockers Work?

Ad Blockers work as a gate guard that prevents unwanted ads to interrupt the user when they are browsing a website. This is how an ad blocker works:

• The user can install an ad blocker on their system.
• The ad blocker will then prevent any unwanted elements to download on the user’s site.
• The ad blocker will prevent any interaction between a program that displays ad and a server that has pop-up ads, banners, etc.
• The ad blockers have filters that have a list of rules to detect advertisements and keep them separate from the desired content. These filters are an easy reference list that is given by the developers.

The filters can at times reduce the speed of the system and the user might believe that the internet is slow. This is why the developers improve the syntax of the filter to get best ad blocking.

Using too many filters can create errors and slow the speed of the system.

Pros and Cons of Ad Blocking

Pros of Ad Blocking:

• Blocks malicious ads: The ad blocker also blocks some malicious ads that can affect the device with malware once you click on the ads.
• Make browsing experience smoother: Ad blockers clean the website and remove the clutter to help you with the real content. The internet appears to be faster because the bandwidth is saved.
• Keeps your privacy: Ad blockers keep other users from seeing the personalised ads on your system for the recently searched items.
• Ad Blockers: Different ad blockers can save battery also.

Cons of Ad Blocking:

• Financially hurt the advertisers: Ads are a common source of income for many websites and publishers. This is how you pay for the content you would like to read. When you disable the ad, the publisher of the ad does not get a chance to earn revenue and the brand does not get sales.
• You may not always be protected as the ad companies quickly devise newer ways of advertising.

Situations when Ad-blockers do not work

These are the situations when an ad blocker does not work:

• Acceptable Ads: These are unobtrusive ads that are clearly labelled and approved by the Acceptable Ads Committee. These ads might pass an ad blocker.
• Ads on social media platforms like Facebook, YouTube, etc might bypass ad blocker.
• Ads that the video maker or the content creator ads to push a product they want to sell, are difficult to avoid.

How Ad Blocking can affect your website

This is how ad blockers can affect the business of marketing for different websites:

• It can affect data collection: Marketers will not be able to collect any data for their website like liking of the customers, hours of visit, total time spent on the website, etc. In short, marketers will find it difficult to collect the data about user’s behaviour. Largely it can affect the data like page views and traffic sources.
• Some of the website content is not readable or accessible when their are ad blockers installed on the system.

For example:

Rajat was reading a post published by Washington Post. The moment he clicked on the link of the post, he received a notification that the ad blocker is ON.

It indicated that Rajat would get to read the post only if he turns off the ad. This is a paid content which generates income for the publisher when you click on the ad.

Rajat turned off his ad blocker and then he could read the post further.

FAQs

How are Ads blocked?

Ads can be blocked by ad-blockers, which helps remove advertising material like intrusive ads from the website. These ad blocking softwares checks the domain names of all the elements that load on the website against the blacklist. If any component is flagged as advertising material, the ad blockers prevent it from loading.

It is legal to block the ads. Websites can now curate and advertise what the customers want to see. It increases the time spent on the website further adding to the SEO ranking factor.

What are the benefits of using ad-blockers?

Speed breakers are essential on the crossing, but having bumpers or pits on the road, from one end to another, can be irritating. It will irk you to drive, and maybe you will never use the way again. Right? Similarly, too many advertisements on the website can make your browsing experience poor. So you need to remove all of this unwanted content, intrusive ads, video ads, etc., to get only the content that interests you. But how do you do it? Use ad blocking softwares.

Using ad-blockers, you can get rid of all undesired content. Installing Ad-blockers offer these benefits:

• Security: These ads that pop on your website can host malware. Hackers or cybercriminals can use them to hack information at your end. The ad-blockers can offer you security and enable you to keep your system safe.
• Privacy: Ad blockers keep your private information secret. It prevents the third party from tracking details on your online buying behaviour. When these third parties have info on how you use the system, they spam your emails and any website with messages and pop-ins. And every time, you may not want to see what you have already purchased or are no longer interested in buying. With ad-blockers, ultimately, you will not have unnecessary messages occupying space in your system.
• Speed: When you use ad-blockers, the loading speed of your website improves because they do not have to load dozens of plug-ins and advertisements.

Why would you turn off your ad blocker?

Websites or publishers get paid by the advertising companies because you allow them to show their ads.

Using an ad-blocker may give you a good reading experience, but it does not benefit the publisher as the advertiser will not pay them. To handle the situation, publishers will try ways for you to prevent ad-blocking. They will either show you the sponsored content or ask you to stop the ad blocker. At times, the publisher might only let you read the content when you turn off the ad blocker. These are the reasons you might have to turn off your ad blocker.

How to block ads on YouTube?

The pre-roll and mid-roll advertisements on the YouTube channel paid the influencers a handsome sum of money. But people who are genuinely not interested in the ads can use ad blockers.
For YouTube, the users will just have to install the ad-blocking extensions on the browser. Then, you can block the annoying ads with just a click on the button.

Can you block ads on Facebook? How?

Yes, you can block ads on Facebook, but it is not easy as it may seem on YouTube.

To block ads on Facebook, you can follow these steps:

Step1: Login to your Facebook account.
Step2: Go to account settings and select the Ads.
Step3: Click on Ad settings and then change the options to Not Allowed.

In what case you will want to turn off your ad blocker?

When the ad blocker is turned on, you can read the content without any disturbance. But at times that content you like is paid by the ads you see.

In case of ad blocking, you cannot read such content and publishers do not get paid for these ads. This is why you must consider blocking ads when you are reading content on a reputable site.

Also Read – How to Advertise on Instagram?