Advertise on Google – How to Start Advertising?

Google ads written in the search bar in front of the monitor.

Google AdWords campaigns, Google PPC campaigns, sponsored Google Ads, Google AdWords… You’ve likely encountered these terms multiple times but haven’t taken the next step to advertise on Google. What’s the difference between AdWords and Ads? There is none—Google AdWords changed its name to Google Ads in 2018. Don’t let that part confuse you.


For those unfamiliar with the topic, Google advertising is a measurable way to advertise your products or services. There are many types of campaigns, ads, and ways to advertise on Google. In this blog, we’ll try to explain the basics and briefly describe how to get started with Google Ads advertising.



How to start with Google Advertising?


Open a Google account


To start advertising with Google Ads, you need a Google account. You can create a Google account on the official Google website or by clicking on the link provided. You will need to enter your first and last name, basic information such as date of birth and gender, and choose a Gmail address. Of course, you can also use an existing email address and convert it into a Google account. Finally, choose a password, and that’s it! You’ve created your Google account.


User interface when opening a Google account.

Open a Google Ads account to advertise on Google


After creating a Google account, you need to create a Google Ads account where your Google Ads will be created. You can open a new Google Ads account here. Follow the steps provided and fill in all the necessary information.


The information required includes your business details (billing country, time zone, currency) and billing information (the card used for advertising payments, business name, address, VAT number, etc.). At the end, you can choose whether to receive guidelines and tips for campaigns, which is also the last step in setting up your account. You are now ready to create your first campaign!


User interface when opening a Google Ads account.

Create a Google Ads campaign


A Google Ads account can contain multiple campaigns. Each Google campaign includes ad groups, and within each ad group, there are ads and keywords. This structure allows for easy management of different aspects of your advertising.


The structure of a Google Ads account in the example of a search campaign is as follows:


The hierarchy of Google Ads accounts.

Choose the campaign type you want to create to advertise on Google


Google advertising is constantly evolving, with new types of campaigns regularly being introduced. The campaigns you can choose from include:

– Search campaign
– Display campaign
– Shopping campaign
– Video campaign (YouTube)
– App campaign
– Performance Max kampanja
– Smart campaign


The type of campaign you choose depends on your advertising goals and the kind of ads you want to show to potential customers.


The first step in creating a campaign is selecting your advertising objectives. Once you have chosen a goal, such as “sales,” the next step is to choose the type of campaign. You will select one of the campaign types mentioned above, based on your advertising goals. Finally, you will enter a name for your campaign and proceed with the setup.


Types of Google Ads campaigns.

Next, enter important information that will apply to all ad groups within the campaign you are creating. Choose the bidding method, the networks where you want the ads to appear, the area the ads will cover, and other settings.


Google Ads campaign settings - language and advertising location.

The next step is to create keywords and ads, but you can skip this part for now and do it after setting up the campaign. In an already-created campaign, you can always add new ad groups, new keywords, and new ads. Our recommendation is to do this after creating the campaign itself. So, create the campaign without ad groups, and add them later.


Next, enter the daily budget, and your campaign is ready to go live!


Go through the entire campaign creation process in detail and carefully choose the settings based on your advertising goals. Once the campaign is created, it will offer you many options for displaying ads, such as “ad scheduling,” which allows you to choose the days and hours when your ads will be active. Most campaign settings can be changed at any time, so take your time and go through everything in detail to maximize the effectiveness of your advertising.


Add ad groups


Ad groups allow you to separate different products or services. For example, within a campaign for cakes, ad groups could be “fruit cakes,” “dry cakes,” and “Christmas cakes.” In a travel agency, ad groups can be created based on destinations, while in a massage salon, they can be created based on the type of massage offered.


Adding an ad group to a Google Ads campaign.

Add keywords


After creating an ad group, you need to decide who will see the ads. In our case, since it’s a Google paid search campaign, we will add keywords. Before setting up keywords, conduct research using the Google Keyword Tool, a free tool available within your Google Ads account under Tools & Settings. This tool will show you the search volume for a specific keyword, recommended bids, and other indicators. Take your time to thoroughly study this tool and make sure to use it when creating your keyword list.


Adding keywords to a campaign.

Create ads


Each ad group requires at least one ad. By adding multiple ads, you enable testing of different variations to see which type of text or visuals attract your audience more. In this case, we are adding text ads, as we have chosen a search campaign.


For text ads, you can enter up to fifteen headlines and four descriptions. Of course, not all of them are necessary, and the ads will still be displayed even if you enter only three headlines and two descriptions. However, our recommendation is to enter all of them to allow the Google algorithm more room for testing. Over time, Google will recognize which texts your target audience responds to best and will display those more frequently.


Adding ads to a campaign.

Add ad extensions


After setting up your ads, add extensions that enhance the visibility and functionality of your ads.


Adding ad extensions to a campaign.

There are different extensions such as:

– Call
– Callout (highlighting advantages, e.g., free shipping)
– Sitelink (clickable extensions that lead to different landing pages)
– Location (extension that displays the location)
– Promotion (used for promotions you have)
– Other extensions


We have listed and described some of the “assets” (ad extensions) you can use, and we believe you will explore the others as well. Of course, you should use various extensions to provide your potential clients with maximum information through your ads.


Advertise on Google – Final recommendations


1. Create a Google Analytics 4 Account: Link it with your Ads account to track the effectiveness of your advertising.
2. Set Up Conversions (Key Events): Track key events like submitted forms or purchases. For webshops, set up e-commerce tracking using Google Tag Manager.
3. Open a Google Business Profile: Link it with Google Ads to use your business location in ads.


By correctly implementing these steps, your advertising on Google can yield significant results. Start today and take advantage of all the benefits Google Ads offers!



Advertise on Google – Want to leave advertising to the experts?


Although Google Ads advertising may seem simple at first glance, it requires time, knowledge, and experience to achieve optimal results. Spending time and money on campaigns that don’t deliver the best results is not the best choice, right? Feel free to contact us, ask any questions you have about Google advertising, and leave the job to the experts. We have been a certified Google Partner since 2017.


Call us at 097 707 4875, send us an email at info@adssential.com, or send us a message here.

Facebook Ads – A beginner’s guide

Cover photo for Facebook advertising, featuring Facebook icons and likes

Facebook is the most popular social network today, present since 2004. Although it has been called Meta since October 2021, the new name is still not widely accepted by the public. According to Statista, Facebook has nearly 3 billion active users. Impressive number, isn’t it? Given this, it is clear how important it is to be present on Facebook and leverage its potential for business. This is where Facebook ads comes into play.


Quality Facebook advertising can significantly contribute to your business by allowing you to reach your target audience efficiently and effectively.



Organic and paid posts


Anyone who has ever had a Facebook profile has likely encountered writing posts. This type of post is called an organic post, and it can be published on both private profiles and Facebook pages. In addition to organic posts, Facebook also offers the option of paid ads.


Facebook paid ads are an excellent way to reach a broader audience, considering that the Facebook algorithm no longer works as it did in the early days when most of your page followers saw your posts. You can learn more about the Facebook algorithm in the Facebook SEO guide. For this reason, Facebook ads advertising has become a necessity if you want to reach new clients, whether you are selling products or services.



How to start with Facebook ads?


To start advertising on Facebook, you need a Facebook profile and a Facebook page for which you want to create an ad. In this text, we will not cover creating a profile and page, but rather setting up Meta Business Suite, a tool for professional Facebook advertising. So, let’s start by setting up Meta Business Suite.



Setting up Meta Business Suitea for Facebook ads


Meta Business Suite is a tool that offers advertisers the ability to manage content and advertising on Facebook and Instagram. With proper setup, advertisers can manage accounts and create ads, as well as gain insights into advertising results. We will discuss this in more detail below, and we will describe the setup process in four steps.


Step 1 – creating a Meta Business Suite account


Visit the link https://business.facebook.com/ and click on “Create an account”.


Opening Meta Business Suite.

Step 2 – adding a Facebook page to Meta Business Suite


After creating a Business Suite account, the next step is to add a Facebook page. Adding a page will be available on the home screen. Another option is to click on the “gear” icon in the lower-left corner to open settings, select “Accounts,” and then click on “Pages.” The following screen will appear:


Adding a Facebook page to Meta Business Suite.

Step 3 – adding an Ad Account to Meta Business Suite


After adding the page, you need to create and add an ad account. When adding an ad account, you will need to enter basic information such as time zone, currency, payment card details, and more. Follow the steps and enter all the necessary information.


Adding an ad account to Business Suite.

Once you have completed this part, the final setup step is setting up a data set (formerly Facebook Pixel).


Step 4 – setting up a Facebook Data set


To track advertising activities and make data-driven decisions to improve your advertising results, you need to install a code on your website. Follow the creation steps and select the events you want to track on your website, such as adding to cart, purchase, etc. (depending on what is important to you).


Creating and setting up a Data Set in Meta Business Suite.

Once you have done all this, the technical part is finished, and you are ready to create your first campaign!



Creating Facebook Ads


Since we have set up Meta Business Suite and finished the technical part, let’s explain how to create Facebook business ads.


Step 1 – Access the Ads Manager tools


The easiest way to access it is to click on “All tools” in the upper-left corner of your interface, as shown in the image below.


Accessing Ads Manager to create a Facebook campaign.

Step 2 – Starting the campaign creation


After clicking on Ads Manager, an interface will open where you select the green “+Create” button in the upper-left corner.


Displaying the user interface for Facebook advertising.

Step 3 – Choosing the campaign objective


Depending on the goals you want to achieve with this campaign, you will choose the advertising objective. For example, an “Awareness” campaign will be oriented towards reaching a wider audience, while a “Sales” campaign will aim to achieve as many sales as possible.


Selecting the campaign type for Facebook advertising.

Step 4 – Naming the campaign


In this step, you choose the name of the campaign and have several basic options available that you don’t need to change if you are a beginner in advertising.


The first step in creating a Facebook advertising campaign.

Step 5 – Setting up the ad group


In this step, you configure the settings for advertising at the ad group level – choosing the advertising budget, start and end times of the campaign, times when you want the campaign to be displayed, target audience (by location, age, interests, etc.), and placement – locations where you want the ads to be shown. In the example, you can see how we selected the budget and set the campaign duration.


Settings for a Facebook campaign at the ad set level.

Step 6 – creating Facebook Ads


After choosing the campaign settings, we move on to the final part – creating ads. Ads can be different – image, video, carousel (multiple images at once), and so on. It is important to prepare your visuals and descriptions before advertising. This way, you can simply insert them into the system at this stage. In addition to inserting new visuals, you can also add an existing post and create a ‘boost’ with many more options than offered when you do it directly on Facebook.


Facebook ads contain several text fields – headlines, descriptions, and primary text. Test multiple options to see what works best.


The right side of the interface displays how your ads will look in different placements.


Creating a Facebook ad using Business Suite.

In addition to visuals and descriptions, on this page, you set the landing page and define UTM parameters if desired. When you have set everything you want, the last step is to click on “Publish.” Facebook usually takes a short time to review and publish your campaign. And that’s it – you have successfully published your first campaign!



Adssential – your reliable partner for Facebook advertising


Managing a Facebook page and Facebook ads is an opportunity to attract new clients and retain existing ones. Although creating ads is not complicated and the process is simplified to be accessible to a wider audience, advertising on Facebook still requires certain knowledge and experience that is gained over time. We hope our guide helps you get started with advertising!


If you still want to leave Facebook or other social media in the hands of professionals with rich experience, feel free to contact us at info@adssental.com. You can always send us a message via the web form or call us at 097 707 4875.

Increase sales with Google Ads Advertising – Bim Sport Case Study

A laptop with the Bim Sport page open, displaying a sales growth chart.

Discover how increasing sales becomes a reality with Google Ads advertising! In this detailed case study, we explore effective strategies and campaign optimizations that lead to outstanding business results. Understanding the key success factors in digital advertising is crucial for any business aiming for growth. Let’s dive into the world of Google Ads! We’ll find out how careful planning and expert execution can transform your business goals into tangible gains!



How and when do Google Ads start delivering results?


When considering the launch of advertising, whether it be Google Ads campaigns or any other type of digital marketing, it’s crucial to understand the aspects of investment profitability and return on advertising spend (ROAS). In this section, we explore how efficient management of Google Ads campaigns can maximize your ROI. Here is an example and a strategy that has proven to be successful.


Each client who chooses Google Ads advertising at Adssential is approached individually, and campaigns are tailored to their specific needs. It’s important to emphasize that advertising results are always individual and depend on various factors. The quality of the product or service, price, and website functionality, market specifics are some of them. Almost every aspect of business impacts advertising success. In some cases, results may be visible almost immediately.Iin other situations, achieving goals requires patience, sometimes weeks, or even months. Our personalized approach allows us to provide each client with the most optimal solution, aligned with their unique business goals and market circumstances.



I want results now!


Most clients naturally expect quick results from their Google Ads campaigns, understandable given the dynamics of digital marketing. This desired ‘instant’ achievement of results also reflects our aspiration. However, it’s important to acquaint clients with the realistic functions and timeframe of digital marketing, especially Google Ads advertising. There’s a common tendency to constantly ‘check’ results after launching campaigns. However, it’s crucial to understand that the first useful data and visible ‘effects’ usually don’t appear immediately but require a time-lapse. Understanding this allows for better planning and setting realistic expectations. This applies to both us and our clients, leading to more successful and sustainable marketing strategies in the long term. Proactivity is a key trait in many business aspects, including digital marketing. However, once Google Ads campaigns are set up, Google’s artificial algorithms take the stage.


When questions about the profitability timeframe for Google Ads campaigns arise, an exact answer is not possible. Performance varies, making precise predictions challenging. If predicting such results were feasible, our abilities would be of more interest to secret services than digital marketing. But seriously speaking, accurately predicting the moment when a campaign will reach its set goals is not feasible. Any attempt to provide a definitive answer before launching the campaign would be mere guessing.


Certain metrics, like the recommended cost-per-click, can be indicative, although from our experience, they often significantly differ from actual results. Therefore, claims about a specific number of sales or revenue before launching a campaign are considered unrealistic. However, by analyzing data after launching the campaign, we can estimate the ‘direction of movement’ of sales or revenue. This enables both current profitability calculations and ongoing optimization of campaigns to achieve optimal results.


A superhero with a blue shirt and a white Adssential logo on it flexes his biceps and wears a red cape and pants.

How long does it take to assess the profitability of Google Ads campaigns?


To assess the profitability of Google Ads campaigns, we recommend three months of advertising. During that period we apply our extensive knowledge and experience gained over years of work and continuous professional development. Our activities include daily data analysis and continuous optimization, specifically tailored to each client’s target audience. This approach allows us to collaborate with clients on achieved results, offering expert suggestions for improved outcomes. Our advice spans Google Ads, website optimization, and other marketing channels. Joint data analysis with clients assesses advertising profitability, ensuring transparency and efficiency in our marketing efforts.


One of the key advantages of digital advertising, compared to traditional marketing channels, is its measurability. This measurability plays a vital role in the precise calculation of campaign profitability. Using Bim Sport as an example, we’ll show how Google Ads can significantly increase sales. This offers clear insight into digital advertising’s effectiveness, particularly through the Google Ads platform.



Bim Sport and Google Ads advertising


To bridge the gap between theory and practice and give you a realistic insight into the effectiveness of our strategies, we have decided, with our client’s permission, to demonstrate the success of one of our Google Ads campaigns. This example shows how carefully and expertly setting up a Google Ads campaign, in combination with coordinated advertising on other platforms such as Facebook and Instagram, can significantly contribute to the growth of an online store’s sales. We will detail how the acceptance and implementation of our expert advice led to tangible improvements in sales results, highlighting the importance of an integrated approach in digital marketing. This specific example serves as an excellent indicator of how properly targeted advertising can have a significant impact on the growth and development of businesses on digital platforms.


About Bim Sport


Bim Sport Ltd., based in Varaždin, represents the leading outdoor store specializing in equipment for professions that include working at heights – tree work, roofing, and for example, work on telecommunications towers. Given the high risk associated with these professions, workers must be equipped with the highest quality and safest gear. Bim Sport excels in providing just such equipment, and their clients include reputable organizations such as the Croatian Mountain Rescue Service (HGSS).


Besides professional equipment, Bim Sport also offers a wide range of quality outdoor gear for recreational activities. This includes hiking equipment, as well as outdoor footwear and clothing. A significant aspect of their offer is also the fact that they are official representatives of renowned global brands such as Petzl and Scarpa. This diverse offering makes Bim Sport Ltd. from Varaždin an ideal destination for all outdoor enthusiasts, regardless of their professional or recreational orientation.


The homepage of the Bim Sport store displaying their range of sports and professional equipment, and the official representation of the Petzl brand.


Beginning of Collaboration


Our partnership with Bim Sport began in August 2020. They decided to implement Google Ads advertising to expand their reach and increase sales. Although they chose to continue managing their social media independently at that time, we laid the foundation for an integrated marketing strategy. It was important to align activities across all channels – social media posts were coordinated with Google ads and vice versa. This coherent strategy, crucial for digital marketing success, ensured consistency in communication and enhanced the overall impact of marketing activities.


The advertising plan was developed in collaboration with the client, taking into account their specific needs and objectives. Through such an integrated approach, we managed to create a strong synergy between Google Ads campaigns and social media activities, ensuring that each channel contributed to the overall efficiency and visibility of Bim Sport in the market.


At the time we started our collaboration with Bim Sport, they had just launched their new website, which was fully prepared for advertising. This is not always the case with our clients, where we often encounter situations where websites are not fully ready for effective advertising. In such cases, we advise postponing advertising until the necessary changes to the website are made, which we consider key to achieving optimal advertising results. We provide each client with advice and recommendations for changes, and if the client does not have a developer, our team is ready to step in and make the necessary adjustments. This approach ensures that we set each campaign on a solid foundation, which is crucial for success in digital marketing. Now, returning to the example of Bim Sport, their new website represented an ideal starting point for our Google Ads campaign.


Preparations for setting up campaigns


In preparing to launch the Google Ads campaign for Bim Sport, we first focused on setting up Google Analytics. Although the basic Analytics tag recording website visits was installed, additional settings needed implementation. Using Google Tag Manager, we created and set up conversions in Google Analytics, preparing the account for advertising start. Since Bim Sport is an online shop, tracking product sales, or transactions, was an extremely important conversion. In addition, we set up tracking for other important conversions such as sent contact forms or calls made through the phone number on the website. In this case, it was necessary to implement advanced e-commerce tracking, which we did.


This technical aspect of preparation was crucial for obtaining accurate and relevant data on advertising performance. Preparation was crucial for obtaining accurate data on advertising performance. After optimizing the website and Google Analytics, we launched Google Ads campaigns for Bim Sport. Detailed preparation allowed us to maximize the campaign’s effectiveness and accurately track its success.



Creating Google Ads Campaigns


Before we began advertising, we carefully defined the products that Bim Sport wanted to promote, as well as the target customer group and other key campaign settings, including the geographical area of advertising. We divided the target audiences into two main categories: professionals and recreational users. We then detailed and profiled each of these groups to better understand and target potential customers.


The creation of the campaign involved setting up a total of nine search campaigns. In the early days of advertising, our primary goal was to analyze reactions to the campaigns. This involved collecting basic information and testing the market. Advertising officially started on August 9, 2020. The data for the first month of advertising, August, covered approximately two-thirds of the entire month.



The first three months of advertising


The first month of Google Ads advertising for Bim Sport was extremely informative and useful in terms of collecting quality data for further campaign optimization. The Return On Advertising Spend (ROAS) was 249% – a result that exceeded our expectations for just under a month of advertising. The early results were promising and provided us with valuable insights into how clients reacted to the campaigns and which aspects we needed to further improve. This initial advertising success gave us clear confirmation of our strategy’s effectiveness and provided a solid foundation for further optimizations, aiming to achieve even better results in the coming months.


As a Google Partner, we have the privilege of offering additional benefits to our clients. After the first 30 days of successful advertising for Bim Sport, we awarded our client a bonus in the form of an advertising voucher worth 600 HRK (nowadays, the amount is a bit higher, so the bonus can be up to €350 after 60 days of advertising).


Through continuous daily optimization and data analysis, our Google Ads campaigns for Bim Sport showed significant progress in the second month of advertising, i.e., in September. The success of our efforts was reflected in the sales results, and the ROAS increased to an impressive 942%. This significant ROAS growth was the result of selling higher-value products, leading to considerably higher sales revenue compared to the previous month.


In the third month of our Google Ads campaigns for Bim Sport, which we had predefined as a period for testing campaigns and analyzing their profitability, we also recorded an impressive ROAS of 897%. This positive sales and revenue growth trend was a clear indicator of our strategy’s success and the adaptability of the campaigns.


Satisfaction with the achieved results


Pleased with the results achieved, the client decided to continue advertising. This decision proved to be very profitable already in the fourth month of the campaign, in November 2020, when we achieved an incredible ROAS of 2322%!


Achieving a ROAS like the one we achieved for Bim Sport is a top result in the world of digital advertising, both for advertisers and for agencies managing advertising accounts. Consistency and expertise in advertising and communication with the client are the recipe for successful Google Ads campaigns.


The following chart shows the ROAS for the first 12 months of Google advertising. The lowest ROAS we achieved in the observed period was 897% – such “a low” ROAS is indeed what we would like to see in all Google Ads accounts. In some months, the ROAS climbed above an unreal 2,000%, which you can check in the chart below.


A chart showing ROAS by month from August 2020 to July 2021. for Google Ads advertising.

The results of the Bim Sport campaign are the outcome of our advertising approach. This includes continuous optimization, detailed analysis, and the application of analyzed data.Through such an approach, we enable our clients, such as Bim Sport, to achieve top advertising results.


The collaboration with Bim Sport continued to expand and develop. After the visible success with Google Ads campaigns, the client decided to extend the cooperation, entrusting us with managing other marketing channels as well, which testifies to the trust we have gained through achieved and measurable advertising results.


Returning to our primary topic—Google Ads advertising. We continuously analyze and optimize campaigns to enhance performance and ROI. Our evolving strategy ensures campaigns stay relevant and effective, responding to market trends and client needs. The next sections detail the importance of regular Google Ads campaign optimization.



The importance of regular optimization of Google Ads campaigns


Quality preparation and creation of campaigns are crucial, but their optimization is equally important. Our optimization, based on the analysis of the data obtained, enables achieving the best results and maximum efficiency of campaigns. This process includes a detailed examination of search terms, testing different ads, researching new keywords, and similar activities.


One of the key indicators of success in Google Ads advertising is the CTR (click-through rate). The CTR is the ratio of clicks on an ad to the total number of impressions it receives. Since the beginning of advertising, the CTR has been high, suggesting the relevance of the ads. In the foreseeable future, we will reach figures of up to 40%, as seen in the chart below. The data ends in December 2022 as we created a new Google Ads account for Croatian kuna to euros conversion. Throughout the advertising period, the CTR for search campaigns has been above average, benefiting the entire advertising account.


The chart shows CTR over four years of Google Ads advertising.

Why are properly structured campaigns important?


Properly structured and optimized campaigns are key to delivering exceptional results for your webshop. Besides boosting online sales, they can also significantly increase awareness of your brand. This not only increases online visits but can also increase ‘offline’ visits – that is, visits to your physical store.


To underscore Google Ads importance, we’ll highlight key indicators that clarify its significance in advertising. From 2020 to 2023, the Google Ads channel contributed to an average of 54% of revenues generated through the webshop:


The share of Google Ads advertising revenue in total revenues.

People often discuss Google Ads importance but lack solid facts and evidence. That is precisely why we have presented this case study, to better illustrate the potential and opportunities it offers. The decision to launch Google advertising is yours, and our task is to maximize its potential.


For more information about Google Ads advertising, as well as our other services, feel free to contact us through our web form, by phone, or on social media. We hope you enjoyed reading!

Webshop – Black Friday preparations

Webshop Black Friday image with an alarm clock on a blue background with "Black Friday" written on it.

Black Friday is celebrated on the fourth Friday of every November. While this day often leads to large crowds and a frenzy in the USA, in Croatia it is characterized by more moderate discounts and a calmer atmosphere. Here, we’re unlikely to see extreme consumer reactions, such as customers breaking down store doors, clambering over each other, or fighting to get desired products. Nevertheless, it is important to prepare your webshop – Black Friday brings many opportunities that you can take advantage of if you prepare thoroughly and on time!”


Although the discounts for Black Friday in Croatia aren’t as steep as those in the USA, in recent years we’ve observed an increasing number of promotions related to both this event and Cyber Monday. To fully harness Black Friday’s potential, thorough preparation is essential. In this blog, we’ll focus on gearing up online stores for the occasion. The tips we provide will help ensure you’re well-prepared for Black Friday. But before delving into these pointers, have you ever wondered about the origins of the name ‘Black Friday’?



The history of Black Friday


The tradition of celebrating Black Friday originates from the United States. Although there are many theories regarding the origin of this name, pinpointing the most accurate one is challenging. Each theory has its proponents, each convincingly defending their perspective and asserting its correctness.


Let’s delve into some of the most widely mentioned theories about the origins of the name ‘Black Friday’ found online:


The name ‘Black Friday’ originates from Philadelphia police officers

According to this theory, it was the police officers in Philadelphia who first coined the term ‘Black Friday.’ They used it in reference to the challenges they faced on that day: massive crowds, long lines of shoppers, traffic jams, and the necessity of working double shifts. All these factors compelled them to designate a specific name for this taxing day.


The day marking a turning point in consumer spending

Another theory posits that ‘Black Friday’ refers to the pivotal transition between Thanksgiving Day and the commencement of the Christmas shopping season. Up until Thanksgiving, many retailers might have experienced stagnation or even operated at a loss, being ‘in the red’. However, Black Friday represented a significant shift, marking the onset of the bustling Christmas shopping period. This allowed merchants to transition from the ‘red’ accounting books to a profitable ‘black’ status, providing an explanation for the name’s origin based on this theory.


The stock market crash in the USA

One theory about the origin of ‘Black Friday’ traces back to the financial crisis of 1869. This crisis arose from a precipitous decline in gold prices, which subsequently led many into bankruptcy and pushed them to the brink of poverty.


Other Theories Regarding the Origin of ‘Black Friday’

The name ‘Black Friday’ is steeped in a myriad of theories and interpretations. While we’ve delved into three popular explanations, countless others abound. Each theory comes with its champions and detractors, ensuring the true origin of this term remains enigmatic, and some of them can be found at the link.


After exploring various theories about the inception of ‘Black Friday’, the ball is in your court to determine which one seems most plausible – or if its exact origin matters to you at all. For every e-commerce retailer, the undeniable priority is gearing up for Black Friday itself. Continue reading to discover how to excel in your preparations.


A man with long black hair stands and writes on a board in a classroom in front of two female individuals.

Preparing your webshop Black Friday


Preparing your online store for Black Friday involves more than just planning discounts and promotions. Technical preparation of the site becomes paramount given the anticipated surge in orders, the need for stock updates, and the inevitable rise in complaints and returns accompanying increased sales.


To ensure an excellent user experience, your online store should be geared up to handle a higher influx of visitors. Overlooking this aspect can lead to increased traffic slowing down your webshop. Therefore, it’s imperative to verify the loading speed and responsiveness of your site ahead of time, guaranteeing a seamless shopping experience for your customers.


Choosing a Reliable Hosting Provider

Hosting packages vary not just in terms of price, but also in the quality of service they provide. While affordability is important, the reliability and responsiveness of support become paramount during peak times. It’s vital to choose a hosting partner who will be both available and efficient when they’re needed most.


The caliber of hosting is reflected not only in speed and support but also in its capacity to accommodate surges in traffic. While your website’s performance largely hinges on its design and structure, the right hosting ensures stable and swift loading, even under heavy loads.


We suggest routinely assessing your hosting plan to ensure it can handle anticipated increases in traffic. Explore upgrades that can enhance performance. Remember, a site’s loading speed is crucial for retaining visitors and fostering sales.


It’s worth noting that even the most reliable hosting providers can face challenges during periods of extreme traffic surges, such as on Black Friday.


Following the technical preparations, we turn our attention to crafting the marketing strategy. Let’s explore how you can leverage marketing tools and tactics to attract more visitors and amplify sales during Black Friday.


Define the objectives of your webshop Black Friday marketing campaign

The foundation of a successful Black Friday marketing campaign lies in establishing clear and measurable objectives. Reflect on your primary aims for this promotional period. Are you looking to boost overall sales, attract new customers, increase the average cart value, or pursue another goal? By pinpointing specific objectives, you can tailor your marketing strategies with greater precision and subsequently gauge the campaign’s success more effectively.


Define discounts, allocate budget, and select products for promotion

The cornerstone of a triumphant webshop Black Friday campaign is the meticulous selection of products for promotion paired with clearly defined discounts. Consider the following: Will you extend a blanket discount across all products, spotlight specific categories for markdowns, or single out particular items as special deals? Further, deliberate over the nature of the discount—will it be a percentage reduction, a fixed discount sum, or another promotional scheme such as “Buy 1, Get 2”? After solidifying your discount decisions, it’s vital to allocate your marketing budget. This ensures that your promotions resonate with the right demographic and yield the intended results.


Adapt your webshop Black Friday design

To fully harness the potential of the Black Friday campaign, it’s crucial to ensure your online store visually underscores special offers and ongoing discounts. Integrate compelling graphics, visuals, and promotional banners that instantly draw visitors’ eyes. While promotional materials should prominently feature on the homepage, they should also be seamlessly incorporated throughout the site. This constant visual cue keeps customers apprised of the exclusive deals on offer, promoting swifter purchasing decisions.


Expect and be prepared for an increased workload for Black Friday

Black Friday invariably brings a surge in orders, inquiries, and overall customer interactions. Brace yourself for heightened activity – from swift order processing and coordinating deliveries to promptly addressing customer queries, complaints, or return requests. Amidst this increased workload, it’s paramount to maintain exceptional customer support.


Consistent, high-quality service and rapid responses foster trust and loyalty among customers. Even in the face of challenges or potential returns, a professional demeanor can win the customer’s confidence, urging them to return. By consistently offering stellar customer support during this period, you’re not just appeasing present customers but also cementing long-term relationships with them.


Activate all marketing fronts with a clearly defined strategy

Black Friday sees an escalation in marketing endeavors across all channels. With the advertising intensity ramping up, costs—like cost-per-click in platforms such as Google Ads—might spike due to heightened competition and augmented advertising budgets. Remember, this surge isn’t just your challenge; every merchant grapples with it.


To differentiate yourself, it’s pivotal to meticulously plan and synchronize your marketing initiatives. Guarantee that every channel, be it social media, email campaigns, or paid ads, lucidly conveys your Black Friday specials. In this process, tailor your visuals and messages to optimize engagement and conversions for each specific channel.


While ads and marketing campaigns play a key role in funneling visitors to your site, the pivotal conversion moment unfolds within your online store. It’s essential that your website not only withstands the influx of visitors but also delivers an impeccable user experience propelling visitors to complete their purchase. We stress this point’s importance, meriting its reiteration.


Get to know your customers better

Leverage occasions like Black Friday and other festive seasons to delve deeper into understanding your customers’ behaviors and preferences. Even though their actions during these peak periods might differ from their usual patterns, they can still offer significant insights.


Furthermore, encourage customers to share their email addresses, ensuring you obtain the appropriate consent. This allows you to subsequently notify them about new product launches, exclusive offers, and pivotal updates pertaining to your online store through email campaigns. Embedding this practice within your user experience approach is key to nurturing and sustaining long-term relationships with your clientele.


Offer additional benefits for your webshop Black Friday customers

When shopping online, customers consider more than just the product’s price—they’re also swayed by the added benefits you offer. Perks such as free shipping, a range of payment options, and a hassle-free return process can significantly influence their decision to buy. Black Friday presents an ideal opportunity to showcase these advantages. Customers prioritize transparency and ease in their online shopping experience. By bestowing these supplementary benefits, you not only elevate your chances of clinching a sale but also bolster the trust customers place in your brand. Over time, this trust can translate to enhanced customer loyalty and glowing referrals, positioning you as a prominent and reliable online retailer.


Create a sense of urgency

Instilling a sense of urgency is among the most potent marketing tactics, particularly during sales events like Black Friday. When customers perceive a risk of missing out, they’re often compelled to make purchase decisions more swiftly. Ways to evoke urgency include incorporating countdown timers on your site, indicating limited stock availability, dispatching email reminders, and more. However, it’s crucial to calibrate these tactics thoughtfully. Avoid exerting excessive pressure on your audience. Instead, consistently offer authentic value and maintain transparency. This approach will foster trust and loyalty, strengthening your customer relationships.


Black Friday promotions bring certain challenges and potential obstacles. To successfully navigate through this period, strategic planning, maintaining transparency and integrity, and ensuring excellence in customer relations from start to finish are crucial. In the following text, discover what the common mistakes are and how to avoid them.


A man in a shirt and vest holds his hands on his face and sits in front of a laptop, feeling exhausted.

Unrealistic Black Friday expectations

Numerous merchants anticipate substantial profits during Black Friday. While it’s crucial to prepare for an uptick in sales, it’s equally important to set pragmatic expectations. Remember that significant discounts can diminish your overall profit margin. To set a realistic benchmark, analyze the trends and outcomes from previous years and craft your strategy accordingly.


Unclear webshop Black Friday promotions

Unclear or overly complex promotions can lead to customer dissatisfaction. It’s vital to ensure that your offers are communicated in a straightforward manner and are easily comprehensible.


Getting rid of unwanted products

Avoid using Black Friday merely as a platform to offload unpopular or slow-moving stock. Discerning customers can easily identify such strategies, which might tarnish your brand’s image.


Dishonesty and exaggeration

Trust can be quickly eroded if customers perceive any dishonesty about discounts, limited stock, or the duration of offers. Always avoid employing urgency tactics unless you can genuinely fulfill your promises.


Delaying Black Friday promotions

It’s essential to plan in advance and advertise early. Secure your place in the market by informing potential customers about upcoming promotions well ahead of time.


Overwhelming with notifications

Bombarding users with too many promotional notifications can lead to “ad blindness,” where users start to ignore your messages because of their excessive frequency.


Limiting to just one channel

To maximize your reach and attract as many customers as possible, it’s essential to diversify your advertising methods. Relying on just one marketing channel can limit your potential.


Poor technical preparation

A website crash during Black Friday can translate to substantial losses for your business. It’s essential to conduct thorough testing of your webshop for Black Friday well in advance to ensure it’s equipped to handle the surge in traffic.


Inadequate post-sale support

With the surge in sales during Black Friday, there’s a corresponding rise in customer inquiries and potential post-purchase issues. It’s essential to ensure you have sufficient support staff available both during and in the aftermath of Black Friday to address these concerns promptly and effectively.


Neglecting to track results

Analysis is the key to future success. Without diligently tracking and evaluating outcomes, it becomes difficult to pinpoint which strategies were effective and which areas need refinement for subsequent years. Employ analytics and tracking tools to gain deep insights into customer behavior, and to assess the performance of your various marketing initiatives.


A blurred photo of a shopping center showing a large crowd and multiple floors.

With Black Friday just around the corner, we trust that your preparations are well underway. If you’ve yet to kickstart your planning, there’s no time like the present to jump into action and set the stage for triumph. We’re confident that our insights will not only enlighten you but also bolster your marketing endeavors.


And let’s not overlook Cyber Monday! Remember, many of these strategies can be seamlessly applied to that day as well. It presents yet another golden opportunity to prolong your promotional period and amplify your sales even more.

Google Advertising and Lumed – Case Study

The waiting room of the Lumed dental office, white walls, beautiful interior, and glass doors.

The healthcare institution Lumed, a private dental medicine facility, began operations in 2022. Located in Varaždin, this establishment offers a wide range of dental services, with a special focus on endodontics, prosthetics, and aesthetics. Its owner and founder, Dr. Med. Dent. Luka Hanžek, with whom we initiated collaboration in 2022, decided to apply her extensive experience gained in both the private and public sectors to her own entrepreneurial venture. Google Advertising, as one of our services, has found its place in our collaboration.


After years of experience in the healthcare system, Luka decided to start her own business. Like many new entrepreneurs, she faced the challenge of attracting clients. Every business, regardless of expertise or high-quality services, needs a continuous influx of new clients to achieve success. In search of an efficient solution, Luka opted for Google advertising to increase her client base. This approach proved to be exceptionally successful, and we will explain its effectiveness in further detail below.

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Dr. Luka Hanžek smiling in a white coat in the office in front of dental machines.

Google Advertising in the example of Lumed


Let’s first briefly look at the process of setting up advertising campaigns. The initial meeting with the client was crucial for gathering information. Based on this we created an advertising strategy and market approach. Together, we defined the target group, determined the budget, and the geographical area for advertising. We then started working on the campaigns, beginning with keyword research. It was important to focus on user behavior and their search habits. We noticed that most users do not search for technical terms like “endodontics” but rather more general terms like “private dentist”. We included both types of keywords to cover the services Lumed offers fully.


Keywords, ads, and launching advertising


After compiling a keyword list, we proceeded to write the ads. We then presented the finished ads to the client for final approval. Since ads are a part of the business that potential clients see, it’s always important to check the ad content with the client, ensuring they adequately represent the business. After approving the keywords, ads, and ad extensions, and defining advertising goals, we created the first campaigns, which we organized by type of services.


As is often the case, after launching the ads and the first few days, our campaigns began to achieve measurable success, generating more and more impressions and clicks. Soon after, the first conversions started coming in – website conversions that we had set as advertising goals. In this case, conversions included calls, emails, and messages to arrange appointments. Thanks to Google Analytics, which we implemented on the website, all data were measurable, showing a significant increase in traffic. With the increase in traffic, the number of conversions also grew, leading to an increase in Lumed’s patient numbers. Data from Google Analytics show that traffic generated through Google ads accounts for approximately 70% of the total website traffic and is responsible for 60% of the total conversions achieved.


Client’s opinion is always important to us


Although we were very pleased with the results, hearing our client’s opinion was important. She expressed her satisfaction with the following words:

“Google Ads have proven to be an ideal channel for expanding the base and attracting new patients. I am particularly impressed by the fact that the ads are shown to people who are currently searching on Google for the services we offer, which increases the chances of being contacted and scheduling an appointment.”


After starting to use our Google Ads service, Lumed granted us additional trust by entrusting us with the creation of their new website to further enhance their online presence. While the old website was designed as a ‘one-page’ site, in creating the new website, we decided to create separate landing pages for individual services. This improved the user experience for visitors and also optimized the site for more efficient advertising. The new design and functionalities of the website proved to be extremely successful, leading to increased user activity. This enhancement also resulted in a higher number of conversions on the site.


We accepted this task with great responsibility and returned the favor in the best possible way – with excellent results!


Luka expressed optimistic plans for the future:

“We plan to expand our advertising to a larger number of geographical areas and abroad. We firmly believe that the results will continue to be excellent with this approach.”


Dr. Luka Hanžek smiling in front of a large picture featuring mountains while giving a statement about Google Advertising.

Considering launching Google advertising and looking for a reliable partner? Contact us through the form on the website, send us an email at info@adssential.com, or call us at +385 97 707 4875. We are here for you and to improve your digital presence!

Telegram scams and other forms of internet scams

On March 12, 2024, we were alerted to fraudulent activities via the Telegram app where individuals presented themselves as Adssential employees, promising potential quick and (excessively) high earnings (in this case, for monitoring Instagram pages). It appears we are so superb that someone decided to (mis)use our name! Telegram scams, unfortunately, have become a daily occurrence.


First and foremost, it’s important to highlight: ADSSENTIAL WILL NEVER CONTACT YOU THROUGH ANY MESSAGING APP, such as Telegram, offering you a job, quick earnings, or anything else. This rule likely applies to any serious company.


Our official channels are:

Phone: +385 97 707 4875
E-mail: info@adssential.com
This website and social networks – listed at the bottom of the page.



So, what exactly is it about?


Industry colleagues report that several Croatian digital agencies’ names were misused during the specified period. This misconduct was consistent across all involved agencies. Similar forms of Telegram scams have been globally present for years, utilizing the names of companies from around the world.


Scams are increasingly common in daily life, utilizing channels like email, phone calls, SMS, and messaging apps. It’s crucial to remain vigilant as scammers creatively lure victims into traps. Scams usually involve the theft of personal information or inflict financial damage on the victims. In the aforementioned case, scammers even deposit a certain amount to the victim after they complete the first task (following a few pages), all to gain their trust. It’s crucial never to fall for such schemes! If you’re interested in this topic, explore numerous related cases daily on various forums and Reddit. Reddit. Below, we’ll list several characteristics of Telegram scams (and others) and advice on how to timely recognize and avoid them.



What is the purpose of these types of Telegram scams?


The goal of the scammers is to lure victims with promises of quick earnings, for which they must perform certain tasks. In the mentioned case, it involves following Instagram pages, and often these can be similar nonsense such as writing reviews, subscribing to YouTube channels, and the like – any activity that seemingly creates a situation where you are doing real work for which you will receive compensation. The offers were in amounts ranging from 100 to 250 USDT per day, which is a cryptocurrency equivalent in value to the US dollar. High amounts should immediately be alarming: why would someone offer so much money for such a simple task? Also, it raises the question of why someone would contact you out of the blue offering extraordinary earnings with minimal effort, and that too via a messaging app? Below is a screenshot showing what such messages look like.



Screenshot iz aplikacije Telegram koji prikazuje prevarante na djelu kako pokušavaju izvesti scam nudeći lažnu zaradu.


Regarding the aforementioned case, the offer was nonsensical. Social networks enable paid marketing campaigns to gain followers cheaply, targeting specific demographics like age or interests. The profitability calculation for any involved party is nonsensical. Scammers often claim that their company received payment for similar work. If something sounds too good to be true, it’s not true. In conclusion, any job offers or opportunities to gain material benefits via messaging apps are most likely scams. Keeping this in mind will make your online presence safer!



What other types of scams exist?


Apart from the situation with fake profiles on messaging apps, the internet is full of various forms of scams. Examples include emails claiming that your account on a social network will be blocked unless you act immediately, encouraging you to log in on a fake page, thereby allowing scammers to take your login information. There are also messages through messaging apps inviting you to a job interview for a position you never applied for, asking you to download certain documents that contain viruses. There are fake SMS messages from delivery services asking for payment for the delivery of non-existent packages, and day by day, we witness new forms of scams, unfortunately too numerous to list all.



How to avoid Telegram scams?


To avoid falling into the trap of similar scams, it’s crucial to always be skeptical and conduct additional checks. Here are some tips specifically for avoiding scams through Telegram or similar messaging apps:

do not trust promises of quick and easy money offered by unknown individuals

the information of individuals and legal entities is mostly publicly available today, so even if someone presents themselves as an employee of a company, be aware that scammers can find most of the company information (such as address, photos, etc.) online in just a few minutes and share it with you in an attempt to gain trust

do not download files sent by unknown individuals

do not open links from unknown individuals

pay attention to the language and manner of communication of the people who contact you (scammers often use poor English, Croatian, or another language in which they try to achieve their goal)• Never leave your personal data, such as documents (ID card) or bank card details (especially not the CVV number).
for communication with any legal entity, use exclusively official channels for business communication and avoid informal communication through messaging apps



We hope these guidelines will be useful to someone. If the worst happens, report the scam to the competent authority – in the Republic of Croatia, this is the Ministry of the Interior (MUP). Report the profiles from which the scam was committed directly in the app, and save screenshots if possible.