FAQ from Webinar: Creating Better Online Ads

January 26, 2018 Caitlin McElwain

We’ve received plenty of great questions during our recent webinar, How to Create Online Ads (where you can find a link to the recording). Here, we’ve compiled the top audience questions to make sure you know how to market your small business.

Q: How often should you be updating your website?

A: Although it’s important to have a website that’s fresh, optimized for SEO and is navigationally friendly, there are no rules for updating it in a timely manner. When it comes to deciding when to give your website a makeover, you should base your decisions entirely on your business goals rather than some arbitrary time frame. A really important aspect to consider is whether or not your website is mobile friendly, especially since, in 2015, more Canadians are spending time accessing the web with through their mobile phone than they are with their computers.

Q: What are negative keywords, why are they important and how do I include them to my ad?

A: Negative keywords are an important part your campaign because they help make sure that your ads appear only to people looking for what you offer. For example, when you add "cheap" as a negative keyword to your campaign or ad group, you tell AdWords not to show your ad for any search containing the term "cheap." Ensuring that your ad does not show up for certain keywords can prevent damage to your brand.

For Google AdWords, here are the steps to take to remove negative keywords:

1. Sign in to your AdWords account.

2. Click the Keywords tab.

3. Click the Negative keywords tab.

4. You'll see two tables: "Ad group level" and "Campaign level."

d group and Campaign level

5. Add negative keywords to the ad group or campaign level by clicking the +Keywords button above either table. Also, keep in mind that your negative keywords don't overlap with your regular keywords because this will cause your ad not to show.

6. Click Save.

Q: What are some attention-grabbing words to include in your ad copy?

A: Here’s the list:

  • Smart
  • Surprising
  • Critical
  • Huge or big
  • Top
  • Help
  • How to
  • New
  • Limited Offer
TIP: You always want your product or service to feel special, so choose words that suggest that you’re offering something valuable.

Q: How often should you post on LinkedIn, Instagram, Facebook and Twitter? When’s the best time to post?

A: Here’s how often you should post and the best times to post for the following platforms (according to Quick Sprout and Buffer Social):

(Note: most of the time zones below are based on the time zone where your audience is located.)


  • How often you should post: 2 posts per day (at most)
  • Best days to post: Thursdays, Fridays
  • Best time of day to post: 1pm (for most shares), 3p (for most clicks) 9-am-7pm (for broader audience)


  • How often you should tweet: 3 tweets per day (or more)
  • Best days to tweet (for B2C): Wednesdays, Saturdays, and Friday
  • Best time of day to tweet: 12pm or 6pm (for high click-through-rate), 5pm (for high retweets)
TIP: Use Followerwonk to find the optimal time tailored to your audience


  • How often you should post: 1 time per day (for each weekday)
  • Best days to post: Tuesdays, Wednesdays, Thursdays
  • Best time of day to post: Tuesdays at 10am-11am (for most clicks and shares), 7am-8am and 5pm-6pm


  • How often you should pin: 5 times per day (or more)
  • Best days to pin: Saturday
  • Best time of day to pin: 2-4pm (EST specifically), and 8pm to 1am (EST specifically)


  • How often you should post: 1.5 times per day (or more)
  • Best days to post: Monday
  • Best time of day to post: 3pm-4pm (EST specifically)


  • How often you should post: 3 times per day (at most)
  • Best days to post: Monday to Fridays
  • Best of time to post: 9am-11am
TIP: Need help maintaining your social media? Talk to our experts to learn more about our Facebook services.

Q: How do you know what keywords my competitors are using?

A: A great tool to use is the Google AdWords Keyword Tool. You can enter a domain (under Columns and Extracted from Webpage); from there, you will see a list of keywords for that specific page that Google thinks they’re using. 

Other tools you can use include KeywordSpy and SpyFu which will give you a broad view of the list of keywords they are using. 

Q: What kind of advertising trackers does your product use (to find out how many clicks we're getting and where they're leading to)?

A: If you have an online business listingwebsitesearch engine marketing campaign, or even print ad with Yellow Pages, you get a also get a free Yellow Pages Analytics tool to track your campaign(s). This tool will help give you insights on metrics such as views, visits, interactions to help you make smarter advertisement decisions.

Watch the webinar

For more great insights, tips and tricks on how to create better online ads, check out the full webinar.

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