Social Media Advertising


Google Ads


Google Ads is the paid advertising that appears on Google searches. If a search matches a keyword, your ad can appear at the top. For example, a bakery may choose keywords like “bakery”, “cake shop”, or “bakery near me."

Bid to Display Ad

Google determines which ads appear on each search result page from their advertiser’s bidding quotas. For example, if Example Company set a budget of $4 per ad, and their rival, Showy LLC, set a $2.50 per ad budget, the ad for Example Company would appear at the top of the page. However, just because the advertisement appears does not necessarily mean the advertiser will be charged yet.

Pricing Options

Option 1

Google ads have multiple bidding models, but the most common and intuitive is their pay-per-click (PPC) model. In other words, you will only be charged for your advertisement if and when an individual clicks on your ad.

Option 2

Google ads also offers a cost-per-mille (CPM) model, in which advertisers are charged a certain amount per 1000 users who view the ad. Even if no interaction with the ad occurs, advertisers will still be charged if it appears on their search results page.

Option 3

Cost-per-engagement (CPE) refers to the bidding model in which advertisers will only be charged if users perform a specific action after clicking on the ad, such as signing up for an email list or filling out a survey.

*The average Google Ad cost per click is between $1 - $2. However, more competitive keywords are more costly.

Creating Your Google Ad

Step 1: Setting Goals

Before you begin, it is a good idea to set up a daily budget you will be willing to spend on advertising, in addition to compiling a list of keywords you would like to most associate with your business. Having these in mind before setting up the ads will result in a better designed marketing strategy and budget

Next, go to and click Start now. Here you can choose your main advertising goal out of the following options. Please refer to the screenshot below for how this step will appear on the Google Ads platform as well as the exact verbiage utilize on the website. One of their propelling questions as you begin the process is “What’s your main advertising goal?” This question not only prompts discussion on overall goals, but directs the creation of short-term and long-term goals.

Step 2: Providing Business Information

When prompted, provide your business name as you would like it to appear on your ad. Provide the website link that users will arrive at once they click your ad. Please refer to the screenshot below for how this step will appear on the Google Ads platform as well as the exact verbiage utilize on the website.

*The website provided doesn’t necessarily have to be your main page, especially if your business has multiple offerings that you would like to create different ads for.

Step 3: Creating the Ad

The advertisement must include at least one headline and one description about your business.

Further, the ability to customize items from the keywords for the business that matches your ad to searches. Selecting a zip code, city, or region narrows the search and highlights your target audience.

Step 4: Budget and Final Review

Select your budget option. Google recommends between $9 and $15 per day, but the decision is at your discretion and can be changed at any time. Next, input payment information and confirm!

Instagram Ads


Instagram is an effective form of driving awareness, reaching a target audience, and sharing your story. Instagram ads are posts and stories that look like regular Instagram posts but identifiable via the label, “Sponsored”. Types of Instagram ads include stories, photos, videos, carousel, collection, explore, IGTV, and Instagram Shopping ads. Each ad serves a specific objective and contain distinct “call to action” buttons. This step-by-step guide to create ads will help navigate through the Instagram ad process, and provide additional resources to improve the effectiveness of your ads.

Given Facebook is the parent company of Instagram, you need to use Facebook Ads Manager to manage ads on Instagram. To start, connect your Instagram and Facebook account to Facebook Business Manager.

Step 1: Begin the Campaign Process

To begin, there are two creation processes to choose from. The default setting, Guided Creation, is helpful if you are new to marketing. In this mode, select the marketing objective that best aligns with your ad goals. Guided creation walks advertisers through the entire ad process. On the other hand, Quick Creation is useful if you have prior experience advertising and provides the user with more control. In this guide, we’ll focus on Guided Creation.

Step 2: Identify Your Audience

Instagram’s integration with Facebook Business Manager allows you to utilize all of the available targeting tools. You can add a list of customers, visitors, and leads as well as additional demographic information including location, age range, gender, etc.

Step 3: Choose Ad Placements

Here, you can select the social media platform (Facebook, Instagram, or Messenger) and the type of post. We recommend utilizing Instagram Story Ads to best engage with your target audience due to the lower costs and performance. Instagram stories cover the entire screen, offering fewer distractions to the audience as compared to feed ads.

Step 4: Budgeting and Scheduling

In this step, you’ll decide how much to allocate towards the ad’s budget and schedule. The Facebook Ads Manager features optimization and bid strategy options adjustable to your campaign goals. These features allow you to set daily/lifetime campaign budgets, bid caps, spend limits, and automated budget redistribution amongst your ads to maximize the value and effectiveness of your campaign.

Step 5: Create Content

Finally, create your ad content by selecting the format, choosing photos or videos, paying, editing any final details, and then confirming.

Facebook Ads


The best formatting of an advertisement on Facebook is directly through a business Facebook page. Attached below, within additional resources, is a step-by-step on how to create a Facebook business page and how to create an advertisement on Facebook. Once the business page has been created, we would highly recommend adding some content available on your Facebook page.

Step 1: Starting the Ad Process

Open the business page and click the blue button on the lower left. Then, please choose the overall objective of the advertising. For instance, some objectives include boosting a Facebook post, increasing website traffic, obtaining more leads, promoting a business page.

Step 2: Add Images and Text to the Advertisement

Facebook may suggest photos and text, but feel free to upload a new photo or any marketing material you have prepared.

Step #3: Target Audience

Select the audience or the target demographic for your business. Selections will provide options to select an age range and a location for the customers. Due to the cost and lead time associated with shipping, it is better to advertise to an audience in closer proximity to provide more affordable shipping options and lower lead times.

Step 4: Ad Logistics

Next, plan a budget that is affordable for your business. Facebook will the user to input the time frame of the ad and the cost of the advertisement. Further, on Facebook Ad Manager, there should be an estimate given for the number of people the advertisement reaches on a daily basis. Please keep in mind is that you will never be charged more than your budget.

Please refer to the screenshot which identifies options for the overall advertising budget and duration. The total budget and duration for the advertisement are open to customization as seen from the drop-down and fill in the blank section.

Step 5: Approval Process

Once the advertisement undergoes the review process and the ad is automatically approved, therefore, it will be uploaded right away. The advertisement can always be edited and paused if it is not performing well, or if revisions need to be made.

Additional Resources

How to Create a Business Page

How to Advertise on Facebook

More Information on Facebook Ads

Etsy Ads


Etsy is an online marketplace primarily utilized for the sale of handmade or vintage items and unique art and craft supplies that are typically not found in other popular marketplaces like Amazon and eBay. The goods bought and sold on Etsy are produced or curated by small businesses and individuals working on niche passion projects.

Etsy Ads

Sellers can purchase advertisements to display a few or all of their product listings and shops across Etsy’s website and app. Sellers are charged for their advertisements on a cost-per-click basis which means the seller pays the ad fee only if their ad is clicked on and not if it is just displayed online. The cost-per-click is not a stagnant amount i.e. this fee will change from one day to another as per Etsy’s competitive ad space bidding amongst different sellers with similar target audiences for a particular day.

Below we have noted a step-by-step guide on Etsy advertisements as the business explores advertising on Etsy.