Category: Uncategorized

Hiring a Performance Max agency is not the same as hiring someone to “turn on Google automation.” The campaign type already automates bidding, placement and combinations of creative. The agency’s job is to improve the inputs, controls, measurement and decisions around that automation.

That work is easy to overstate in a pitch. A confident answer about AI is less useful than a specific answer about conversion quality, product data, brand traffic, landing pages and what the team does when the numbers look good but the business does not.

Use these ten questions to separate real operating depth from a polished deck.

What does a Performance Max agency actually manage?

Performance Max can serve across Google inventory, including Search, Shopping, YouTube, Display, Discover, Gmail and Maps. Google combines goals, conversion data, product feeds, creative assets, landing pages, audience signals and campaign controls to decide where and how to serve.

An agency cannot manually choose every impression. It can make sure the system is learning from the right outcomes, using accurate product and creative inputs, and operating within deliberate controls.

That is the standard these questions test.

1. Which business outcome will the campaign optimize toward?

Listen for an answer more precise than “revenue” or “leads.”

For ecommerce, the agency should understand whether all purchases have similar value, whether new customers matter more, how returns affect the picture and when profit differs by product. For lead generation, it should know the difference between a form fill and a qualified opportunity.

If every conversion is treated as equally valuable, Google will optimize toward the easiest recorded conversion—not necessarily the one your business wants most.

Score 0: No conversion audit.

Score 1: Platform conversions reviewed.

Score 2: Conversion actions, values and business quality are reconciled before scaling.

2. How will you separate brand demand from incremental demand?

Performance Max can serve on branded searches. Google provides campaign-level brand exclusions and negative-keyword controls, and retail advertisers can apply brand exclusions to Search text ads while retaining branded Shopping traffic.

The right setup depends on the account. The agency should be able to explain when it would include brand, exclude it or report it separately—and how that decision changes the interpretation of ROAS.

This is also why branded and nonbranded paid-search performance should not be blended without context.

Score 0: Brand traffic is ignored.

Score 1: Brand is discussed but not measured separately.

Score 2: Controls and reporting are tied to a clear incrementality hypothesis.

3. Who owns Merchant Center and the product feed?

For retail, product data is a targeting and merchandising input. Titles, attributes, categorization, images, availability and disapprovals affect what Google understands and where products can appear.

Ask whether the agency only monitors campaign results or also owns feed diagnostics and prioritization. If another partner owns the feed, define how issues move between teams.

See our Google Shopping feed optimization checklist for the work this question should uncover.

Score 0: Feed work is out of scope and unassigned.

Score 1: Diagnostics are monitored.

Score 2: Product-data changes have an owner, priority and verification loop.

4. How will you structure asset groups?

Asset groups should reflect a useful business distinction: product category, customer problem, margin profile, season, market or landing-page experience. They should not be created merely to make the account look busy.

Ask how the agency decides which products and messages belong together, and what evidence would cause it to split or consolidate a group.

Score 0: One generic asset group or excessive segmentation without a reason.

Score 1: Groups follow the catalog.

Score 2: Structure follows a testable product, audience and message hypothesis.

5. What creative will you supply—and refresh?

Performance Max uses text, image, logo and video assets. Google may also create additional text or video assets depending on campaign settings. The agency should explain who supplies the originals, who checks automated assets and what performance or fatigue signal triggers a refresh.

“The platform makes the ads” is not a creative plan.

Score 0: Creative responsibility is unclear.

Score 1: Required assets are collected at launch.

Score 2: The team maintains an asset pipeline tied to product and message tests.

6. How will you control landing pages and search intent?

Google’s Final URL expansion can send traffic to a different page on the advertiser’s domain when the system predicts it is more relevant. Search themes provide optional guidance; negative keywords, brand exclusions and URL exclusions provide additional controls.

Ask which pages are eligible, which should be excluded and how the team reviews the search categories and landing-page experience. A blog post or support page may be useful organically and still be a poor paid destination.

Score 0: Default settings remain unexplained.

Score 1: Basic exclusions are configured.

Score 2: Themes, URLs and exclusions reflect an explicit acquisition strategy.

7. What reporting will show where performance came from?

Performance Max reporting has improved, including channel performance and diagnostics. The agency should use available channel, search-term category, asset, audience and product reporting without pretending it has perfect impression-level transparency.

Ask what the team can know, what it can infer and what remains unavailable. Honest uncertainty is a better sign than false precision.

Score 0: One blended ROAS number.

Score 1: Campaign and product reporting.

Score 2: Channel and product context are paired with business outcomes and stated limitations.

8. How do you decide whether Performance Max is the right campaign type?

Performance Max is not an automatic replacement for Search, Shopping or other campaign types. Exact-match Search keywords can take priority over Performance Max for identical queries. Different campaign types may be useful when the account needs tighter query control, a separate budget or a clearer experiment.

An agency should be willing to recommend less Performance Max when another structure better fits the problem.

Score 0: Performance Max is the default answer.

Score 1: Other campaign types are acknowledged.

Score 2: Campaign choice follows the goal, data, control and test requirements.

9. What happens in the first 30 days?

A good answer includes measurement validation, feed and policy diagnostics, campaign and exclusion review, asset inventory, baseline reporting and a prioritized change plan. It should also explain which changes need enough data before a conclusion is drawn.

Beware of a launch plan made entirely of rapid edits. Automated bidding needs stable, trustworthy signals more than it needs constant interference.

Score 0: “Launch and optimize.”

Score 1: A list of setup tasks.

Score 2: A sequenced plan with owners, baselines and decision dates.

10. Who owns the account, data and work product?

Your company should retain appropriate access to Google Ads, Merchant Center, analytics, product feeds, conversion actions and creative. Ask what happens to campaigns, scripts, audiences and reports if the relationship ends.

The cleanest handoff is the one planned before launch.

Score 0: Ownership is unclear.

Score 1: Access is promised.

Score 2: Ownership and offboarding are written into the scope.

Performance Max agency scorecard

Add the ten scores. The total is not a scientific rating; it forces the conversation into the areas that affect the work.

Total	Interpretation
0–7	The proposal focuses on campaign access more than operating depth.
8–14	The fundamentals are present; clarify the zero- and one-point answers in writing.
15–20	The agency has described a credible system. Validate the named team, examples and scope.

Do not award points for a guaranteed result, a proprietary-sounding acronym or a dashboard you cannot inspect. Award them for clear ownership, defensible decisions and honest tradeoffs.

The best Performance Max agency fit

The right partner can manage the work that surrounds the automation: accurate measurement, useful product data, creative supply, deliberate controls and business-level reporting. The wrong partner simply reports what Google already did.

If your ecommerce account needs that broader operating view, talk with Best Practice Media. We can review the current structure and tell you where Performance Max fits alongside the rest of your paid-search program.

Primary sources

• Google Ads Help: About Performance Max campaigns
• Google Ads Help: Search targeting and controls for Performance Max
• Google Ads Help: Use search themes with Performance Max

PPC management pricing is hard to compare because the number on the proposal rarely describes the same work.

One agency may quote campaign management and reporting. Another may include feed fixes, landing-page feedback, conversion tracking, creative coordination and weekly calls. A third may charge less but expect your team to handle everything outside the Google Ads interface.

That makes the useful question less “What is the average PPC management fee?” and more “What work, access and accountability does this fee buy?”

Here is how to compare the offers without turning the decision into a spreadsheet beauty contest.

The four common PPC pricing models

Most paid-search engagements use one of four structures. None is automatically good or bad. The fit depends on how stable the account is, how much work sits outside campaign settings and whether both sides understand the scope.

Monthly retainer

A fixed retainer buys an agreed operating scope for the month. It is usually the cleanest model when the work includes planning, account changes, reporting and coordination across several people.

The advantage is predictability. The risk is a vague scope. “Google Ads management” can mean anything from a few bid changes to a full operating program. Ask what the team reviews every week, what triggers a change and which adjacent tasks are included.

BPM uses retainers because the work required to manage an account responsibly does not rise and fall in a straight line with media spend.

Percentage of ad spend

Under this model, the fee increases as spend increases. It can be simple to calculate, but the incentive deserves scrutiny. A bigger budget should not automatically mean proportionally more management work, and a recommendation to increase spend should stand on its own business case.

Ask whether there is a minimum fee, whether the percentage changes at different spend levels and how the agency separates its compensation from its budget advice.

Flat fee plus percentage

This hybrid sets a base fee and adds a smaller spend-based amount. It can cover the minimum operating workload while recognizing that larger accounts often create more campaigns, products, markets and reporting needs.

The same caveat applies: the proposal should explain which parts of the workload change with spend.

Project or hourly pricing

Projects make sense for a defined audit, account build, migration or tracking repair. Hourly support can work when an in-house team already owns day-to-day management and needs specialist help.

Neither is a natural fit for an account that needs continuous monitoring. When the project ends, someone still needs to decide what happens next.

What should be included in PPC management pricing?

A useful proposal makes the operating system visible. At minimum, look for clear answers in these seven areas.

1. Account strategy

Who decides campaign structure, budget allocation, match-type strategy, audience use and the relationship between branded and nonbranded traffic?

Strategy should connect to the business model. An ecommerce account with hundreds of products needs a different operating plan than a local service company with five high-value lead types.

2. Conversion measurement

Who verifies that purchases, qualified leads, calls or booked appointments are recorded correctly? Who owns consent settings, enhanced conversions, CRM imports or analytics coordination when those are part of the measurement plan?

A campaign cannot optimize around a business outcome the platform cannot see. Tracking work may be included, separately scoped or owned by another vendor. Any of those can work. Ambiguity cannot.

3. Shopping feeds and product data

For ecommerce, clarify whether the agency manages Merchant Center diagnostics, product disapprovals, titles, attributes and feed segmentation. Campaign management cannot compensate indefinitely for missing or misleading product data.

Our Google Shopping feed optimization guide explains the product-data work that often sits just outside a narrow media-management scope.

4. Creative and landing pages

Paid search still needs useful offers, persuasive pages and appropriate assets. Ask whether the agency writes ad copy, supplies creative requirements, reviews landing pages or coordinates with your designer and developer.

If landing-page production is excluded, identify the person who can act on the recommendations. Otherwise the account may diagnose the same conversion problem every month without fixing it.

5. Optimization cadence

“Ongoing optimization” is too broad. Ask what the team inspects weekly and monthly. Useful answers might cover search terms, budget pacing, query quality, product performance, creative assets, bidding constraints, experiments and conversion integrity.

More changes are not always better. The point is to know that someone is watching the right signals and can explain why a change was made.

6. Reporting and decisions

A report should help you decide what to do next. Clarify the reporting frequency, metrics, meeting cadence and whether the agency separates platform-reported results from broader business measures.

For ecommerce, that may mean reading ROAS alongside contribution margin, new-customer mix and fully loaded customer acquisition cost. A high platform ROAS can still hide a weak business result.

7. Access and ownership

Your company should know who owns the Google Ads account, Merchant Center, conversion actions, analytics properties, landing pages and creative files. Google Ads manager accounts allow an agency to link to an existing client account; the client can continue to use its account and administrators can unlink the manager relationship.

That is much safer than building years of campaign history inside an account the advertiser cannot control.

Use this worksheet to compare PPC proposals

Copy this table into your proposal notes and complete one column per agency.

Scope question	Agency A	Agency B	Agency C
Pricing model and minimum term
Campaigns, markets and products included
Conversion tracking owner
Merchant Center/feed work
Ad copy and creative coordination
Landing-page review or production
Weekly optimization checks
Reporting and meeting cadence
Account and data ownership
Out-of-scope work and rates
Named day-to-day team
First 30-day deliverables

The blank cells matter. They are where unexpected invoices, stalled recommendations and handoff problems usually begin.

Red flags in a low PPC management quote

A lower fee may be the right decision. Just check what made it lower.

• The proposal never defines a conversion or who validates tracking.
• Feed, landing-page and creative problems are identified but nobody owns the fixes.
• Reporting is a dashboard without a decision cadence.
• The advertiser cannot keep the account or historical data after the relationship ends.
• The fee rises with spend, but the added work is not explained.
• The sales process promises constant optimization without naming the account team.
• The agency reports blended platform ROAS without separating branded demand or new-customer economics.

How to decide what level of PPC management you need

Choose a narrower scope when your internal team already owns analytics, creative, feeds and landing pages—and has time to act. Choose a broader scope when those functions are fragmented or when campaign performance depends on coordinating them.

The most expensive proposal is not necessarily the most complete. The cheapest proposal is not necessarily the best value. Compare the work, ownership and decision process first. Then compare the fee.

If you want a second set of eyes on a paid-search scope, talk with Best Practice Media. We manage paid media on a retainer and will tell you which responsibilities need to stay with your team before the work begins.

Primary source

• Google Ads Help: About Google Ads manager accounts

Use these top 10 social media marketing best practices for small business to build your brand and generate a profit using social media.

Every business owner knows that marketing is an essential part of building your brand. Yet, as a small business owner, it can be hard to compete with the big dogs who can pour thousands of dollars into a national marketing campaign. However, traditional marketing is expensive, hard to measure, hard to change, and often a one-way form of communication.

There’s another (dare I say, better?) way to market in the new media age that allows direct, quantifiable, targeted messaging delivered directly to your target audience–social media marketing.

Social media connects your brand with an attentive and relevant audience that is open to your messaging and ready to engage. It also offers cost-effective ways to funnel cold traffic into profitable actions. With a smart social media marketing strategy in place, businesses can harness the power of social as an extremely useful marketing tool. If you are deciding how those roles divide, use our paid versus organic social media framework to assign each channel a clear job. Before changing frequency or platforms, run each account through our social media audit worksheet to check ownership, content, conversion paths, and measurement.

Here are our top 10 social media marketing best practices for small business:

---

1. If you build it, keep it up. If you can’t keep it up, delete it.

When first launching your social media presence, it can be tempting to create a profile on every social media channel available to you. Keeping up six different profiles with individually optimized content sometimes is not realistic. It’s better to have a limited, streamlined presence rather than spotty coverage all over the Internet.

2. Focus on 2-3 platforms where your demographic lives.

Not every audience is on the same page–literally.

Knowing where your audience lives online is a valuable piece of information in creating your social media platform strategy . Want to focus on a younger audience? Twitter and Instagram are good platforms to start with. Looking for an older, professional audience? Consider creating a LinkedIn profile. Need to curate your online reputation management? Google and Yelp are where you should live. Being able to tailor your strategy to your audience will save you a considerable amount of time and effort down the road.

3. Google yourself and your company from a private browser. The first page is your current online reputation.

Using Google Chrome’s Incognito mode or Safari’s Private Browsing mode with a single Google search provides a quick snapshot of your online reputation. Don’t like something that you see? Feel like something is missing? Now you know what to work on with your targeted strategy.

4. Research marketing rules of your industry, especially if it’s highly regulated.

Each industry has its own specific rules and regulations governing marketing and advertising. Knowing precedent can save you from various headaches, including getting your ad rejected on Facebook or even possible legal action. Examples of highly-regulated industries include financial services, healthcare, education, government, law, alcohol, and the oil and gas industries.

5. Don’t leave your social media marketing execution up to an intern. Your social media presence is the public representation of your company.

It can be the knee-jerk reaction to assign the young person on the team to cover social media. Though they might be a digital native who understands the difference between Tik-Tok and Instagram Reels, having a more senior member of the team guide strategy and execution will pay off in the long run. Social media is often the first place a potential consumer will encounter your brand, and an experienced team member leading your social media plan can help ensure it’s a good one.

6. Use the “4-1-1 Rule of Marketing” (or similar) to develop a content calendar.

The 4-1-1 Rule of Marketing is:

• 4 pieces of curated content created by others in your industry
• 1 piece of self-serving, promotional content to drive sales/traffic
• 1 piece of original creative content produced internally

For example, using this cadence as a guide for creating a content calendar would include sharing one piece of content promoting an upcoming special offer for your company with a direct call-to-action, one piece of original organic content, such as an infographic or specialized blog post, and four additional pieces of content, including retweets or reposts, industry updates, or article shares.

Whether you use this “rule” or something else, the bottom line is simple: Social media marketing is still about being social and organic social audiences don’t always want to be pitched. Instead, offer them more value by diversifying your content with more exciting and relevant information that builds engagement, connection, credibility–and yes, even sales–over time.

7. Use Facebook Blueprint to gain a solid foundation in social media marketing.

Facebook Blueprint is a library of online courses that allows you to “explore self-paced and step-by-step tutorials that can help you build your digital marketing knowledge and bring your business online.”

Consider it a free online marketing school. Love it, use it, and let it demystify the many facets of social media marketing for you.

8. Use Canva to make simple graphics.

Quality in means quality out. Creating high-quality content is a great way to develop your audience and increase engagement. Using a simple graphic design tool like Canva is an easy and effective way to create content for your feed.

9. If you blog, write for SEO.

SEO, or search engine optimization, is one of the single most important ways to get your online presence noticed. Writing “search engine-friendly” content will help give you a leg up in the competition.

Tips include:

• Keep content to 300 – 2,000 words
• Include at least 3 hyperlinks per post
• Add at least one picture
• Use keywords regularly, but be careful not to spam your audience.

10. Don’t boost posts without a strategy. Use Facebook Ads Manager to target your specific audience.

Facebook Ads Manager is a useful and powerful tool to help identify and build audiences. Creating core, custom, and lookalike audiences will deliver your content to people who are most likely to interact with it. Knowing your audience’s locations, demographics, behaviors, and interests can inform an audience segment as far-reaching or focused as you need. Keeping these audiences in mind throughout your social media advertising strategy, including any boosts, will help you get the most “bang for your buck” with your advertising budget.

From choosing your key social media platforms to executing your social media plan and reviewing your social media analytics, these best practices can help inform your social media plan, set S.M.A.R.T. social goals, and reap the benefits of social media marketing.

From MySpace to Tik-Tok, the social media landscape has a history of fast change, with new platforms entering the marketplace just as quickly as others leave (RIP Vine). Many social media managers, CMOs, and small business owners often feel pressured to take advantage of the hottest trending channel or risk being a late-mover.

But an ineffective social media platform strategy can be costly, demanding, and downright exhausting.

With so many social platforms and evolving digital marketing trends, where do you even start developing an effective social media channel plan that’s still agile enough to maximize future growth opportunities? Just remember your ABCs.

Here are the top 3 considerations for building your social media platform strategy.

---

A is for Audience.

Where is your target audience already most active and engaged online? To answer this question, use your existing audience personas and social platform demographic data to develop a fact-based channel plan.

For example, if you have an eCommerce brand that appeals to customers under 35, consider Instagram as part of your social media mix. If you’re targeting 18 to 24-year-olds partial to bite-sized video content, Tik-Tok might be your frontrunner. And if you’re a B2B organization that would benefit from engaging with working professionals and taking part in a broader industry conversation, LinkedIn could be your primary platform.

Understanding who your ideal customer is and where to meet them where they’re already consuming social content will help you drive social ROI now and identify potential growth opportunities in the future.

B is for Bandwidth.

Social media has become one of the most effective digital marketing tools, but having a brand page is very different from maintaining an active and profitable online community. When identifying your core social media platforms, it’s important to (honestly!) decide how many channels you can manage at once.

When you need some extra support, here’s an easy breakdown of what a simplified social media team looks like:

• The Social Media Manager develops strategy, generates content calendars, and oversees content creation, scheduling, and approvals.
• The Copywriter is responsible for crafting post captions and supplying text for graphics. Sometimes, they’ll implement your hashtag strategy, too.
• The Graphic Designer creates and curates all social media graphics and imagery using brand standards to ensure a consistent visual identity.

Whether you’re a One Person Show or one of many savvy social media marketers on your team, remember that you do not need to be everywhere at once! Choose 2-4 strategic platforms , set social media goals that translate into real business value, and identify how each team member will contribute to these objectives–then continue on your way to social media marketing success. ✔️

C is for Content.

With the who, what, and where settled, next, you need to figure out what you’re going to say.

Each social channel has a preferred format (or two) for sharing and consuming content, and each one has its own set of strengths and weaknesses, too. As a social media marketer, it’s your job to understand how this platform nuance should inform your channel strategy.

Here are a few common content pillars for some of the most popular social media sites:

• Facebook: Linked content, like blogs, company or product news, brand marketing, local marketing, including community events and sponsorships, Live video
• Instagram: Product imagery, carousel (aka “swipe”) posts, social graphics (e.g., Did You Know?, FAQs, Q&A, quotes), User Generated-Content, Behind-the-Scenes or “A Day in the Life,” employee stories or “spotlights”
• Twitter: Real-time updates and breaking news, customer information and service, media and news, events, including sponsorships, peer or influencer retweets
• YouTube: Utilitarian videos (e.g., How-To, Instructional, Steps), experiential marketing, customer stories or testimonials, text-based instructional videos, meet the team
• LinkedIn: Industry news, company updates, employee milestones, press and media, original company data, customer success stories
• Tik-Tok:Trends or #HashtagChallenges, Before and After, Tips and Tricks

When developing your social media platform strategy, your ABCs – Audience, Bandwidth, and Content – will help you find your audience, establish realistic social goals, and generate platform-optimized content. And who knows, with a smart, data-driven channel plan in place, you may even start looking forward to the next time someone starts a question with, “Should we be on…”

Performing a Facebook ad account audit is the perfect way to understand your advertising performance-to-date better.

Whether you’ve just joined a company, brought on a new client, or feel like your own campaigns may be lacking something, a Facebook ad account audit is the perfect way to understand your advertising performance-to-date better–and make data-driven choices when optimizing future campaigns.

You can’t fix it unless you know what’s broken, right? During your account deep-dive, identify what’s worked well and what hasn’t really worked at all. Think of the entire account as a split-test to uncover the top performers.

So, where do you start?

How to (easily, quickly, and effectively) Audit Your Facebook Ad Account.

---

First, audit your Facebook Ads account by taking a deep-dive into your social media advertising performance-to-date.

1. Look at your platforms and placements.

Are the best platforms included in your paid social strategy? Maybe there’s an underperforming platform you can cut. Identify exactly where your ads are delivering and decide if these platforms and placements are doing the best job of achieving your overall social and business goals.

2. Check out your ad creative content and format.

Are photos, videos, and carousels being used? If so, what worked best? If not, what can you test in the future?

3. Figure out who you’ve been talking to.

Are your audience demographics consistent with industry research or proven performance data? How do they compare to Facebook Audience Insights for similar interests or competitors? Your ideal customer avatar?

Are you using a variety of audience types, including core, custom, and Lookalike? Is there a significant amount of audience overlap between similar segments? Are you using data to inform top-funnel targeting with Lookalikes or only relying on core, or saved audiences instead?

Speaking of saved audiences, how do your interest targets look? Have you considered adding in any competitors? Are there other categories that could help find your target audience?

Next, make a list of Action Items.

---

Your ad account audit is complete–woot!–and you have a pretty good understanding of the who, where, what, and how of your previous paid social campaign performance. As you review your notes, make a list of action items you need to complete before launching optimizations.

For example, do you need to create new or edit existing audiences? Should you develop new split-tests to improve performance? Can you work with your designer to mix up ad creative with new formats and designs? What do you need to create to get a more well-rounded creative bucket?

Finally, take a peek at the competition.

---

Even though you have a better overview of your own accounts, you shouldn’t stop here! Your next step is to look at what your competitors are doing; they may have a new (or *gasp* better) way of doing things. You won’t have transparent access to their ad content, audiences, or campaign performance like you do for your ad account, but you can still sleuth out a few things that probably work well for them.

Look through their brand pages to see what type of organic content is working well for them (and what isn’t). Don’t forget to scroll through their website and see how it compares to yours–believe it or not, having an optimized website, especially on mobile, can affect your campaigns’ effectiveness.

There is also a helpful tool called Facebook Ad Library, which will show you all active ads for any Facebook page–pay dirt! ? While it won’t provide a full breakdown of things like campaign objective, or audience targeting, Ad Library does give you enough information to understand what your competitors are doing with platforms, copy, creative, calls-to-action, ad format, and more.

From here, you’re ready to move forward by applying what you’ve learned from your audit and competitive analysis to produce the most effective social media advertising campaigns possible. Now, go forth and advertise!

In a new format, old social mediaposts can find new life. Use these 4 tips tosave time andwork smart whencreating content for social media.

For those of us in digital marketing, it can feel like there are never enough hours in the day to get everything done. And until science catches up with Harry Potter and “Time-Turners” become a thing IRL, social media managers have to find creative ways to build fresh, engaging social media posts on a time crunch.

Luckily, sometimes the best, freshest social media content is actually old content.

If you have a great piece of content — whether it be a compelling photo, info-packed blog, or awesome video — there are countless ways to repackage and put a new spin on it.

In a new format, old content can find new life. You can increase your reach, inspire engagement, and build authority on a given topic — all while saving resources and maximizing your social media content strategy.

Here are four ways to repurpose your social media content.

---

1. Make a video.

According to Social Media Today, video remains the top-performing content format across the board. Video generates more engagement than still photos on Instagram, and LinkedIn users are 20x more likely to reshare a video than they are any other type of content.

Not all of us are cinematic geniuses, but with the variety of easy-to-use tools on the market, creating good social content with video is easier than ever. Canva has animation features and great stock imagery options that can turn your standard graphic into a video. Lumen5 is super easy (and fast!) to use, especially for info-packed videos. Even turning a collection of photos into a slideshow from iMovie or your phone can be enough to spark higher engagement.

2. Show, don’t tell.

As a copywriter, this one kills me to say, but it’s true: sometimes an image can tell your story better than words. If you’ve got a great blog or piece of website copy, chances are it’ll make an even better infographic!

Distill your content into a few neat bullet points, open up your design tool, and voila! an infographic is born. (This blog itself would make a great infographic, right?)

3. Share a link.

Everyone has different ways they prefer to engage with social media content. My best friend devours true crime podcasts and documentaries, but as a writing-minded person, I learn best by reading. If our favorite brand puts out a podcast or video on their new products, my friend would be the first person to watch — whereas I’m more likely to click on a link and read about it.

Link shares are often one of the most straightforward ways to share content, and they’re also one of the most effective! (Some of us are cool, visually-minded people while others are self-proclaimed nerds who love to read. ??‍♀️)

4. Embrace the throwback.

Sometimes, repackaged content doesn’t even need a new format. Analyze your content reports for your best-performing content and build a best-of series that spotlights everything great your followers might have missed the first time — or would appreciate seeing again.

If you’ve got a great piece of content that’s outdated, you can always go back and freshen it up to be relevant again. Sometimes editing an old blog or infographic is quicker than writing a whole new one!

---

When you’re thinking creatively with your content planning, the possibilities for any one piece of content are endless. Save time, work smart, and you’ll (almost) never feel burned out on creating content for social media again!

Optimizing your website improves the quality AND quantity of traffic going to your website through organic search engine results.

At Best Practice Media, we are HUGE fans of SEO (Search Engine Optimization) for big and small businesses. Optimizing your website improves the quality AND quantity of traffic going to your website through organic search engine results. Still not convinced? We discuss five ways we believe SEO will help your business flourish organically.

---

SEO brings in more targeted traffic to your website

A great SEO campaign can bring targeted web traffic with high conversion potential. This is because SEO is a high-target marketing tool that uses keyword analysis. This lets you know how big a “market” is, how many people are searching for that exact keyword, and just how competitive the industry is, and we can even find the intel behind keyword searches. There is so much you can discover just by analyzing keyword searches alone! (we have been down that rabbit hole many times).

Without SEO, it would be challenging to find websites within a specific business sector using search engines alone. The practice of understanding the intricacies of your industry, relevant trends, and search terms mean that you can fully optimize your website to bring in targeted traffic and the most relevant audiences every time.

---

SEO improves your website’s user experience

Implementing SEO on your website has an added benefit because it will bring an improved user experience for your site visitors. Of course, you should always have user-friendly approaches at the front of your mind whatever you do to your website! Many SEO strategies align perfectly with this.

An SEO strategy that looks at quality components and meets the searcher’s intent requires a positive user experience. User benefits can include technical aspects of your website, like improving page speed so your website loads faster to creating valuable and engaging content. This provides an improved user experience and can help your website rank better. What’s not to love?

We know that in the past, SEO was seen as a way to improve ranking and nothing more. Still, today, SEO also puts a significant emphasis on providing quality, RELEVANT information to users that actually answers their questions as well. This collates with Google and answers questions rather than just being a search engine. Now, it looks to find the answers to a user’s query via the SERPS (search engine results page). Google wants users to experience fewer clicks and get the information they want quickly and effectively. These days, customers and site visitors know exactly what they want when typing in their search queries, so if your website doesn’t cater to what your audience is looking for, Google will know, and you may get left behind.

---

SEO increases leads, traffic and conversions

As mobile traffic continues to rise and dominate, local search has become integral to any small or medium-sized business’s success. Local SEO looks at optimizing your product or service for a specific vicinity so that people wanting that product or service in your area can find you quickly and efficiently when they search online. Local SEO will focus on particular towns, cities, regions, and even states to establish the best medium for your brand messaging on a local level.

The goal of any great SEO strategy should be to drive more qualified traffic to your business’s website and generate leads and conversions. A good plan will increase your ranking in the search results and improve the odds of a potential customer finding your business and getting them to click through to your website. But you don’t want any old traffic. You want the right traffic for your service or product.

So how do you get the best traffic? We need to be strategic with your keywords and other parts of our SEO strategy. Rather than focusing on generic and broad keywords to be seen by the most people possible, we spend time researching and determining the right keywords that will be the most relevant and effective for YOUR business. Getting the right kind of traffic means that when users click on your website, they get what they want and are, therefore, more likely to convert.

---

SEO is more affordable than ads

While SEO optimization is not free, we can all agree that all the best things cost…something, right? SEO is a relatively inexpensive means of benefiting your brand in the grand scheme of things. More importantly, if done right, the payoff will be considerable (and that’s where we come in!).

You should try to see SEO as more than just a marketing cost. It is actually more like a business investment. You see, SEO done well will hold water year after year, and like many things in life, it will only get better the more attention and investment it gets

Not only that, but SEO is just as quantifiable as ads and paid searches. You can measure it with analytics and tracking. We use this data to keep you fully informed of how your SEO is performing because, at the end of the day, it’s a given that data never lies. SEO done right is a long-term strategy that isn’t a quick fix. It works hard, and it works well long-term to bring target traffic to your website day after day, year after year.

---

SEO builds brand loyalty, trust, and credibility

If you think about it, your website is often the first thing your online audience sees. This is where you get your chance to shine and generate valuable leads, sales, and other essential conversions. It is where you can show your audience your expert knowledge and build trust and credibility through your content and user experience. This cannot be made overnight; authority and credibility are earned and built over time (just like in real life) and is part of your long-game strategy.

Any website that ranks highly on search engine results will typically be considered trustworthy and high-quality by search engines, which then, in turn, boosts the credibility of your business. Authority can be accrued over time because of factors such as:

• Positive user behavior
• Machine-learning signals
• Natural links
• Optimized on-page elements and content.

Establishing that your brand is an authority on a particular topic/industry or product takes patience, effort, and commitment. It also means offering a service or quality products that allow your customers to trust your brand. You also have to ask how often you make it past the first page on a Google search results page. Most of us rarely do, so it is essential to climb your way to in search result rankings which will, in turn, add more trust and credibility to your brand.

---

Is SEO right for your business?

Have we managed to convince you that SEO is right for your business? It’s a no-brainer, right? We believe your business will benefit from SEO because organic traffic is inarguably the most prominent traffic source for any website. Then take a search engine-optimized website, and it stands a much better chance of making use of all this traffic and potential conversions than a website that doesn’t use SEO. By implementing SEO best practices in the short and long term, you create a better user experience, a more significant brand reputation, and greater visibility in search engine results.

No matter whether you are creating graphics or creating memes, you want an easy-to-use tool that helps you to create the very best images and graphics for your business.

Finding a great design app or website where you can get creative is essential when it comes to your brand and your social media strategy. Whether you are creating graphics, editing photos, or creating memes, you want an easy-to-use tool that helps you create the best images and graphics for your social media posts. Below are 5 of the best-hidden creativity tools you can use for non-designers and designers alike that you may want to try and why:

---

VistaCreate

Pros – Free and paid subscriptions are available. Very easy to use.

Cons – They don’t have as many templates, fonts, and graphics as Canva.

VistaCreate is an online graphic design platform perfect for small business owners. It can help your brand create professional visual content for social media and other marketing channels. You don’t need any design skills to make full use of VistaCreate. There are over 10 million users across 192 countries, with over 100 million created designs and 5000 new templates added monthly. There are many templates to choose from on any topic and theme, as well as royalty-free videos, vectors, and images. There are some useful editing tools, such as background remover and logo maker. Social media scheduler and a resizing tool, to name but a few!

VistaCreate comes with ready-made design presets that you can customize. It also comes with various design formats for digital use, marketing, social media, print, video, documents, and letters. In total, there are 78 design formats to choose from.

You can use VistaCreate as both a mobile and web application, and you can edit projects that you started on the web app on the mobile app and vice versa. You can use VistaCreate for free and VisaCreate pro, which gains you access to all of its features.

Sketch

Pros – License payment once per year. Great for exporting graphics in multiple formats.

Cons – It is for Mac users only.

Sketch is a vector-based graphics editor app that is made for macOS specifically. Many consider it a competent alternative to Photoshop. It features thousands of WordPress themes and plugins, UI elements, web templates, and more. You gain unlimited access to a growing variety of millions of web and creative design assets by having an Envato Elements membership. You pay for the app once, and then you can use it as much as you like without any further costs for a whole year. You can continue to use the app after the year, but you will not receive any new updates unless you repurchase the license. Being vector-based means that every shape you draw can be resized in any dimension without losing sharpness.

Gravit Designer Pro

Pros – Has a free version and also comes with a free trial. Easy to use the all-in-one tool. Great cloud storage capacity. Can use on any browser,

Cons – Needs more vector image choices. The offline version requires a pro plan.

Gravit Designer Pro is a cloud-based vector graphics app that can help your business create anchors, built-in web pages, styles, and symbols to create wireframes and mock-ups. Everyone on your team can manage editing photos, adjusting colors, adding filters, blending, and creating lighting effects. It also comes with vector illustration tools so you and your team can create shapes, points, lines, and other elements. You can ensign and export multiple file formats, including JPEG, PDF, and SVG, and it has a built-in asset library. Great for social media posts, it means you can add stickers, frames, icons, emojis, and illustrations across many graphics to create unique and engaging posts.

Pixlr

Pros – It has a free version and a photo editor, and you can purchase individual templates.

Cons – the free version has many adverts. Some of the filters are not of great quality.

Pixlr features three parts, Pixlr C, where you can create many design projects; Pixlr E, for advanced photo editing; and Photomash Studio, where you can create visual assets. There are many professionally made templates to choose from, and you can create Instagram stories, resumes, YouTube banners, presentations, and more with thousands of free templates. A bonus of Pixlr is that you can animate any design with just a few clicks! You can edit photos, remove backgrounds in a single click, and create collages from pre-made templates. It is free to use, and you can sign up for their premium software for as little as $7 a month. There is a 30-day free trial to see if you like it first. You will notice that the free version has ads, but if that is something you don’t mind, the free version is excellent for social media posts! You will see that some of the templates are premium users only, but it allows you to buy individual templates for $1 rather than having to commit to going premium.

Figma

Pros – Free-to-use graphic editing software that works in any browser and operating system.

Cons – Some find it hard to use if not already knowledgeable about vector-based software. Doesn’t have as many features as other vector-based software.

Figma is a web-based app where you can edit graphics such as designing social media posts, mobile apps, wireframe websites, and much more! It works differently than many design software as it is web-based, so you can use any computer or platform to use it, and you don’t have to buy multiple licenses. It also has a free plan where you can actively create and store three projects simultaneously. This is great for small teams, and you can learn, experiment, and work on smaller projects, all for free. It is also suitable for new designers as you can make templates from scratch, but if your design skills are limited, there are pre-made templates and plenty of other resources to get you started and grow more confident. The Figma website also has many video tutorials to teach design exercises, especially if you are new to UI and UX design.

---

There are many more hidden tools that are fantastic for creating designs, these are just some of our favs! Look out for our next hidden tools series for more great apps and software you can easily use for your marketing team!

No matter whether you are creating graphics or creating memes, you want an easy-to-use tool that helps you to create the very best images and graphics for your business.

Finding a great design app or website where you can get creative is essential when it comes to your brand and your social media strategy. Whether you are creating graphics, editing photos, or creating memes, you want an easy-to-use tool that helps you create the best images and graphics for your social media posts. Below are 5 of the best-hidden creativity tools you can use for non-designers and designers alike that you may want to try and why:

---

VistaCreate

Pros – Free and paid subscriptions are available. Very easy to use.

Cons – They don’t have as many templates, fonts, and graphics as Canva.

VistaCreate is an online graphic design platform perfect for small business owners. It can help your brand create professional visual content for social media and other marketing channels. You don’t need any design skills to make full use of VistaCreate. There are over 10 million users across 192 countries, with over 100 million created designs and 5000 new templates added monthly. There are many templates to choose from on any topic and theme, as well as royalty-free videos, vectors, and images. There are some useful editing tools, such as background remover and logo maker. Social media scheduler and a resizing tool, to name but a few!

VistaCreate comes with ready-made design presets that you can customize. It also comes with various design formats for digital use, marketing, social media, print, video, documents, and letters. In total, there are 78 design formats to choose from.

You can use VistaCreate as both a mobile and web application, and you can edit projects that you started on the web app on the mobile app and vice versa. You can use VistaCreate for free and VisaCreate pro, which gains you access to all of its features.

Sketch

Pros – License payment once per year. Great for exporting graphics in multiple formats.

Cons – It is for Mac users only.

Sketch is a vector-based graphics editor app that is made for macOS specifically. Many consider it a competent alternative to Photoshop. It features thousands of WordPress themes and plugins, UI elements, web templates, and more. You gain unlimited access to a growing variety of millions of web and creative design assets by having an Envato Elements membership. You pay for the app once, and then you can use it as much as you like without any further costs for a whole year. You can continue to use the app after the year, but you will not receive any new updates unless you repurchase the license. Being vector-based means that every shape you draw can be resized in any dimension without losing sharpness.

Gravit Designer Pro

Pros – Has a free version and also comes with a free trial. Easy to use the all-in-one tool. Great cloud storage capacity. Can use on any browser,

Cons – Needs more vector image choices. The offline version requires a pro plan.

Gravit Designer Pro is a cloud-based vector graphics app that can help your business create anchors, built-in web pages, styles, and symbols to create wireframes and mock-ups. Everyone on your team can manage editing photos, adjusting colors, adding filters, blending, and creating lighting effects. It also comes with vector illustration tools so you and your team can create shapes, points, lines, and other elements. You can ensign and export multiple file formats, including JPEG, PDF, and SVG, and it has a built-in asset library. Great for social media posts, it means you can add stickers, frames, icons, emojis, and illustrations across many graphics to create unique and engaging posts.

Pixlr

Pros – It has a free version and a photo editor, and you can purchase individual templates.

Cons – the free version has many adverts. Some of the filters are not of great quality.

Pixlr features three parts, Pixlr C, where you can create many design projects; Pixlr E, for advanced photo editing; and Photomash Studio, where you can create visual assets. There are many professionally made templates to choose from, and you can create Instagram stories, resumes, YouTube banners, presentations, and more with thousands of free templates. A bonus of Pixlr is that you can animate any design with just a few clicks! You can edit photos, remove backgrounds in a single click, and create collages from pre-made templates. It is free to use, and you can sign up for their premium software for as little as $7 a month. There is a 30-day free trial to see if you like it first. You will notice that the free version has ads, but if that is something you don’t mind, the free version is excellent for social media posts! You will see that some of the templates are premium users only, but it allows you to buy individual templates for $1 rather than having to commit to going premium.

Figma

Pros – Free-to-use graphic editing software that works in any browser and operating system.

Cons – Some find it hard to use if not already knowledgeable about vector-based software. Doesn’t have as many features as other vector-based software.

Figma is a web-based app where you can edit graphics such as designing social media posts, mobile apps, wireframe websites, and much more! It works differently than many design software as it is web-based, so you can use any computer or platform to use it, and you don’t have to buy multiple licenses. It also has a free plan where you can actively create and store three projects simultaneously. This is great for small teams, and you can learn, experiment, and work on smaller projects, all for free. It is also suitable for new designers as you can make templates from scratch, but if your design skills are limited, there are pre-made templates and plenty of other resources to get you started and grow more confident. The Figma website also has many video tutorials to teach design exercises, especially if you are new to UI and UX design.

---

There are many more hidden tools that are fantastic for creating designs, these are just some of our favs! Look out for our next hidden tools series for more great apps and software you can easily use for your marketing team!

Creating unique and informative Reels can be great marketing for your business and a way to simultaneously get more followers and engagement.

Instagram has had many changes over the past 12 months, and one of the most significant changes has been the rising success of Reels. Creating unique and informative Reels can be great marketing for your business and a way to simultaneously get more followers and engagement. Right now, Reels are it, so we have put together some tips on making engaging and informative Reels that stand out from the crowd.

Tip #1: Create Original Content

Creating original content is essential when it comes to successful Instagram Reels. With so many creators making daily Reels, you must stand out for all the right reasons. That’s not to say you can’t jump on a trend, but you should add your unique twist to it. Make it educational or entertaining and “on brand” for your business. You can easily take any idea, put your spin on it and make it fresh and engaging.

Creating original content is also essential because Instagram will push videos that have not been visibly recycled from other apps (like TikTok). Using original videos will boost your visibility, and it is the easiest method of hacking the algorithm and setting yourself apart from all other users. Once you find your niche, make sure you post consistently.

Tip #2: Encourage Followers to Head to your Link in Bio

If your goal is to drive traffic to your website using Reels, the easiest way is to include a clear CTA (call to action) that encourages viewers of your Reels to click on the link in your bio. You could add some on-screen text in your video caption or even a verbal call-out to drive traffic to your website via your bio link. Some tools can also help you to create a mini landing page from the link in the bio with multiple link buttons and clickable images.

Tip #3: Use Captions on your Reels

As we talked about captions in tip #2, we highly recommend using on-screen text and closed captions in your Reels. If we told you that 85% of videos are watched without sounds, adding captions and on-screen text to your Reels makes sense. Subtitles are not just great for those who watch Reels without sound but also help those with hearing difficulties. You can use Instagram’s closed caption sticker to add video subtitles to your Reels. Simply tap on the sticker icon and select “Captions.” Be patient, as it can take a few seconds for the audio to transcribe, but another great thing is that you can go in and edit the text afterward in case there are any wrong words/spellings. Make sure your captions are positioned in the center of your screen, so they are visible in every part of the Instagram app!

Tip #4: Jump on a Trend FAST

As with TikTok, trends come and go in a flash, so it is essential to jump on a trend (if it fits in with your brand) as soon as possible before it is old news. To see what exactly IS trending on Reels, check the Reels each morning and see what other creators are sharing. You may notice a specific audio used, a particular song, or even a dance trend. You can click on the audio to see how many other creators have used it, and this will give you a good indication of what is trending right now.

Tip #5: Share your Reels to your Instagram Feed

Arguably, one of the best ways of boosting views on your Reels and hedging your bets on going… the V word (VIRAL!) you should always share your Reels to your Instagram feed. When you create your Reels, there is a tab option to share the Reel to your feed, so make sure this tab is on, and it will go directly to your feed when you publish it. If you don’t do this, there is a chance that your followers and community might miss your Reel, and we don’t want that.

Tip #6: Use Hashtags

For your Reels to get to relevant audiences and work well with Instagram’s elusive algorithm, we suggest using between 3-5 hashtags per Reel. It can help push your Reels to those who actively engage with similar content. A newer feature being rolled out that is not available to all countries so far is a keyword research feature where users can search for related topics, so relevant hashtags will become more critical than ever.

Making great Reels is worth all the time and effort they take to make, especially when you see a rise in engagement and followers for your brand. At Best Practice Media, we create Reels for many of our clients, so if you need some help with your Instagram strategy and execution for your business, get in touch with us today!