Google AdWords has so many features and is constantly changing, so it can be a little difficult to understand. This month, we’re breaking down the different types of campaigns so you can understand which functions of AdWords best suites your business needs.

• Search Network Only: Ads in this campaign appear in Google search results and other Google sites when people search for terms that are relevant to your ad’s selected keywords, i.e. “BMW X5” will show ads for car dealerships that sell BMWs.
• Display Network Only: Display Network only campaigns are designed to show ads on websites and apps when your keywords are related to the sites’ content, i.e. if your search term is “dog training” and the website features information on dogs and the ways to train them. Basic location targeting and remarking campaigns are some of the features.
• Search Network with Display Select: The Search Network with Display Select campaign type helps you reach people across Google search and related websites. It combines the aforementioned campaign types.
• Shopping: Shopping campaigns allow retailers to promote their inventory and increase traffic to their website or local store.
• Video: Video campaigns let you show video ads during streaming content on YouTube and across the Google Display Network.
• Universal App: These campaigns allow you to promote your Android or iOS apps on Google Search, Play, YouTube, and Display Network.

Social media is huge right now, a single post can make or break a company, but how do you decide which platforms are right for your business? We have a few questions to ask your self below to make sure you’re advertising where you need to.

1. Instagram: Do I have a visual element to my business? Is our product something consumers will be interested in seeing pictures of? If you answered yes to these then you DEFINITELY need to be on Instagram. Instagram is all about the pictures and short captions. Any company that has a visually appealing product, like a bakery, can succeed on Instagram. Products like ATMs that are not as visually appealing do not need Instagram.
2. Twitter: Do you have events? Do you have something to say? One of the best aspects of Twitter is following events and watching them transpire, like the Frye Festival or Super Bowl. Live Tweeting is a common phenomenon where people tweet as an event unfolds. If you can get in on these sort of conversations, you’re golden. Otherwise, Twitter is a great place for short thoughts like quotes that align with your business.
3. Facebook: Do I have something to say? I bet most people said yes to this simple question and that’s because Facebook is really the catch-all of social media platforms. It’s been around the longest, so it has a larger demographic and can be utilized in multiple ways. Businesses can post pictures, videos, long statements, menus and basic business information. Really, all businesses should be on Facebook.
4. Pinterest: Is my product visually appealing? Is my product used in crafts, DIY products, or recipes? If yes, then definitely! Pinterest is sort of like Instagram, except more where people go to be inspired, whether that is with a home improvement project, a new recipe, event planning, or styling new outfits. Anything in this realm can be very successful on Pinterest, but do not, it is used far more frequently by females than males.

2017 is here, and based on the trends thus far, we’re guessing the major theme trends for the New Year. This is guaranteed to be another big year in digital, but how will it change from 2016? What did we miss? Any other predictions?

1. More live video: With basically every platform now offering a live video option, brands will continue to experiment and execute video ads.
2. Personalized ads: Though creepy, personalized ads fare better. You may not want a random blue sweater, but don’t you want those brown boots you looked at this morning?
3. Influencer marketing: This is a trend that was very popular in 2016 and will probably be fine tuned in 2017. Not every influencer is a good match for every brand, so sifting through and finding a perfect match will be key.
4. Mobile first: Mobile is big. No explanation need, just make sure it’s first and foremost in your marketing strategy.
5. Automation: Marketing automation is becoming more common and affordable, and who isn’t looking to scale their company?

Instagram has been rolling out new features and designs recently and they just added a new feature that could revolutionize how retailers utilize the app. First, Instagram made their app more sleek with black and white minimalist design. Second, they added a stories feature to rival Snapchat. And now, Instagram is shoppable! They’re adding a feature where brands can tag products and link to their site, allowing for people to smoothly go from the app to the retailer’s website to make a purchase.

This was the most natural transition for the app that already cultivated inspiration, much like Pinterest. Instagram is edging out all other social media platforms. What do you think of this all-powerful app?

Google AdWords is releasing new specifications for search ads. These are called “Expanded Text Ads” and Google is marketing them as the next generation of text ads, designed with mobile search in mind. So what are the changes? They include:

1 There are two headline fields instead of one, which includes allowing additional text in your ads.
2 The two description lines have been merged into one 80 character field description, which encourages more flexibility and creativity with your ads.
3 The display and final URL are the same.
4. Ads are now mobile-optimized, meaning you no longer have to select the mobile device setting.

If you don’t update your ads, you will have the old style, but if you do, you’ll have an advantage over your competitors. Make sure you’re ahead of the competition!