Google AdWords, Pay Per Click, and Social Media Advertising

ROI-Driven Digital Advertising

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What is

Digital Advertising

The company that’s able and willing to spend the most to acquire a customer – wins…

  • Ryan Deiss, Co-Founder & CEO of Digital Marketer

Need help getting the word out about your brand, product or service? Social Lite develops and executes digital marketing strategies that generate brand awareness and meet your target KPIs specific to your unique business and marketing needs.


Introduce your brand, business, product or service to your target audience with digital advertising

You have an audience that wants the product or service you’re offering. Paid traffic allows you to put the message that you have that product or service in front of the people that are most likely to become paying customers. Search engine and social media advertising gives you the power to drill down and start talking to the people that are looking for what your company offers. Online advertising gives you the ability to scale and grow your business by finding new audiences to speak to, putting the right message in front of them, and helping them become customers. Acquiring new leads and potential customers is the lifeblood of growing your business online. If you’re not actively bringing in new leads that have the potential to become new customers, your business cannot grow. Our team of certified advertising specialists will create a unique strategy and implement a paid traffic system that consists of multiple advertising campaigns that work together to acquire new leads and sales for your business. But we’re not just advertising to the top of the funnel. Using a series of well crafted ads and offers, we’ll transform ice cold prospects into loyal customers that promote your business to new audiences for you. Our paid traffic advertising system moves your target audience from having no idea who you are or what you do to becoming a buyer, repeat buyer, and loyal advocate. 


The most common pitfall of businesses that invest in paid digital advertising is that they think if they outbid their competition, they’ll automatically beat them for those valuable potential leads. 


But it’s not that simple. Just because you’re spending more than competitors doesn’t mean you’ll win. Our team of certified advertising professionals applies tactical execution plans to increase conversion rates and get more leads and customers into your inbound marketing funnel at the cost that maximizes your return-on-investment (ROI). We develop campaigns with the goal to make your money work for you to its maximum revenue-generating potential.

What can Social Lite do for me?

Google AdWords

  • Pay per click (search engine) marketing

  • YouTube Advertising

  • Display Network Advertising

Social Media Advertising

  • Facebook and Instagram Advertising

    • Facebook Retargeting Ads

  • LinkedIn Advertising

  • Twitter Advertising

  • Reddit Advertising

Online Retargeting Ads

  • Remarketing on Google

  • Retargeting on Facebook

Online Advertising: Terms and Definitions


Impressions: the number of times your ad has appeared on a screen.Clicks: the number of times your ad has been clicked. Conversions: this is the activity you’re trying to get the customer to take, whether it’s a newsletter signup, lead magnet opt-in, adding to a cart on a website, or making a direct purchase. Cost per action (CPA): This is the average amount you’re paying for each action people take on your ads. Action = conversion, or whatever your end goal is (newsletter sign up, redeeming an offer, making a purchase, etc). Cost per click (CPC): This is the average amount you’re paying for each click on your ad. Average CPC is calculated as total cost for ad / total clicks. Cost per 1,000 impressions (CPM): Your average CPM is the amount you’re paying for every 1,000 impressions of your ad. This is calculated as total cost for ad / (total impressions / 1,000)Return on Investment (ROI): Measures the gain generated on an investment relative to the amount of money invested. This is calculated as (Net Profit / Cost of Investment) x 100 = ROI (as a percentage) Return on Ad Spend (ROAS): Measures gross revenue generated for every dollar spent on advertising to gauge the effectiveness of online advertising campaigns. This is calculated as revenue from ad campaign / cost of ad campaign. Pay Per Click (PPC): a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. It’s a way of buying visits and traffic to your site, rather than attempting to “earn” those visits organically.

Online Advertising Services



We will leverage Google AdWords, pay per click search engine marketing, YouTube advertising, Google’s Display Network, and retargeting to help your business get the phones ringing, acquire more website traffic, and increase your sales!

Google is the #1 search engine with a market share of over 70%, and they do an amazing job of amassing a display network of other websites to display their inventory of sponsored ads. Next time you’re reading the Globe & Mail or New York Times online, notice the ads displayed throughout the site – those are Google’s sponsored ads and they provide advertisers with yet another way to reach their prospects on other relevant places on the web. This reach is second to none, and allows you to pursue potential leads throughout their online experience so your brand stays at the top of their mind – even when they aren’t on your site.


Pay per click

Pay per click (search engine) marketing

Our goal as a pay per click search marketing company is to help businesses drive exceptional results by leveraging the power of search. We aim to use pay per click advertising to help businesses optimize their search engine marketing effectiveness and acquire more customers at a significantly lower cost. First page exposure on a search engine as powerful as Google will lead to an immediate increase in high-quality traffic to your site. Whether your site is receiving consistent traffic or is relatively new and unknown, a Google AdWords search advertising campaign will give your site and products exposure to a highly interested audience that is searching for the products and solutions your business offers.


As you likely already know from using Google yourself, search results are all about relevance. When someone searches for something on Google, their algorithm produces only the most relevant results based on what they search for. Google’s sponsored ads, like the organic results, are weighted heavily on relevancy – from the targeted keywords to the ad text to the landing page. This ensures that the user has the best possible experience, and that qualified advertisers receive refined, qualified traffic. Our AdWords Certified team of pay per click search marketing specialists manage and optimize each PPC campaign to ensure your ad spend is being stretched as far as possible, and that each campaign is setup to take full advantage of various features for bid adjustment, CPAminimization, and targeting refinement. Google-Advertising-Screen-1024x684With paid advertising on Google, the ads that are displayed in the sponsored results can be changed, edited, tested, optimized, and tracked for maximum effectiveness. This allows us to test and know exactly which combination of ad text and keywords is working the best for your offer. Advertising on Google also allows us to control how much traffic is coming to the site so that traffic is tied directly to how much you’re able to pay per click, per day, and per month. Businesses able to allocate a steady budget over a long-term period will get the most out of pay per click advertising. It’s important to understand that pay per click prices can change over time based on the importance of a keyword or the level of competition to reach a certain audience.


YouTube Advertising

Youtube-Advertising-Phone-ScreenYouTube is the world’s 2nd largest search engine and has robust targeting options that allow you to reach the right customer for your business at the right time. You can target by location, age, interest groups, gender, and more. Best of all, if they skip the ad before 30 seconds, you don’t pay a cent. Our team is ready to help you get the competitive advantage by creating video advertisements [link to video page] that will increase your brand’s presence.


Display Network Advertising


Attract more customers and generate more leads today with Social Lite Communications!

We can laser focus your display advertisements to certain cities, provinces, selected 3rd party websites, and even users that have previously visited your site using Google’s powerful display network. We offer individual display marketing strategies to increase brand exposure, engagement, and conversions. We manage direct response campaigns and brand awareness campaigns to appeal to new audiences and follow users that have already expressed interest in your website across their online experience with remarketing ads.




Facebook, Instagram, LinkedIn, Twitter, and Reddit

Paid social media advertising will increase engagement, traffic, and conversions significantly faster than organic reach alone.


Our content marketing team develops campaigns that are your content in front of the people that you want to see it. There’s a lot of noise on social media these days. Finding space on social networks takes a lot of planning and careful execution to create successful campaigns that will convert your intended to engage your audience. Without paid social media advertising, that hard work doesn’t come close to reaching it’s full potential. Our team of certified social media advertising professionals “turn on the traffic hose” to put

target audience into paying customers. Also, social networks are putting more emphasis on giving their users an exceptional experience. Social networks aim to seamlessly integrate your ads with users’ feeds in a non-disruptive way. At a time when it’s becoming more expensive to outbid the friends and family members that populate your target audience’s social media feeds, it’s more important than ever to implement a social media marketing strategy that makes the most of your ad budget.


Facebook and Instagram Advertising

Facebook advertising is the cornerstone of every social media marketing strategy we execute at Social Lite. With more than 1.86 billion monthly users , Facebook is the largest paid social media advertising platform with the largest available market to target. Facebook’s advertising platform is leading the industry because of their elaborate targeting options and huge network to put ads in front of, as well as their commitment to creating the best advertising technology on the market.Surfing-Facebook-Edmonton-Social-Lite-e1494972262249

Facebook allows qualified advertisers to utilize strategic campaign objectives to optimize ads for conversions, link clicks, engagement, video views, and more based on segments of your target audience that have performed that desired objective in the past. This allows you to put ads in front of the most qualified audience that are most likely to perform your desired action, whether it’s to capture a lead or make a purchase, click the link, like the post, or watch the video. Facebook also allows you to create lookalike audiences consisting of people with similar demographics to users that have already visited your site and shown an interest in your company. These features further separate Facebook as the premier social media advertising platform, allowing advertisers to maximize ROAS as it continues to innovate and develop new marketing tools.

Instagram Advertising

Instagram-Marketing-Edmonton-Alberta-Social-Lite-300x200Instagram, which was acquired by Facebook in 2012 for $1 billion, has over 600 million users, with 50% of all users following a business . The rapidly growing social network shares the same advertising platform and targeting options as Facebook, making it a valuable platform for advertisers to scale successful ad campaigns. Instagram advertising serves as a perfect complement to any campaign that relies on visual media to engage your target audience and convert them into paying customers.




LinkedIn is the network to advertise on if you’re a B2B business looking to attract high quality leads that are looking for business solutions directly on the social network. However, because of LinkedIn’s highly focussed targeting options, it usually drives fewer, but much higher quality leads at a higher price point. If you’re looking to reach a wide audience with a product or offer, LinkedIn advertising may not be the right choice for you. But if you’re looking to target professionals in a specific industry with a higher value offer and can afford the higher price point for higher quality leads, LinkedIn could be a key component of your social media marketing strategy. 



Twitter-Advertising-Edmonton-Alberta-Social-Lite-300x200Twitter has a very diverse audience that can reach nearly any market, so if you’re looking for ways to scale a successful campaign to new audiences, Twitter can be an efficient and cost-effective platform to advertise on. Twitter also has an active influencer crowd that can be effective in scaling campaign performance and uses unique advertising objectives that can increase brand awareness at a competitive price point compared to other networks. If Twitter is a valuable component of your social media marketing strategy, Twitter ads are an effective way to target potential customers based on people and businesses they follow, hashtags they use and interact with, and interests. With competitively priced targeting options designed to compete with Facebook, Twitter advertising can be an excellent platform to help scale your audience or offer.


Reddit Advertising

Reddit-Advertising-Edmonton-Alberta-Social-LiteReddit, the website often referred to as “The Frontpage of the Internet”, has grown from a small startup based on sharing what’s new and popular online to one of the most influential news sources on the web today. Reddit users participate in more than 45,000 communities by finding, sharing, rating, and discussing content and opinions in real time all over the world. Their passionate followers have made Reddit the 5th largest site in the United States with the most influential online community. As of January 2017, Reddit has 274 million unique visitors with an average time per session of over 14 minutes. Reddit advertising is an excellent way to reach the most engaged community on the web to start conversations, drive website traffic, and more. 

Online Retargeting Ads

Our team of certified advertising professionals will help you re-engage users that have already visited your site by developing a strategy that will pursue them throughout their online journey to keep your brand and offer top of mind.



As soon as a unique visitor lands on your website, you have the potential to capture their information and show them online advertisements in the future based on what they viewed on your site. This is the process of retargeting an audience that’s already familiar with your brand and website, and therefore substantially more likely to redeem your offer or buy your products than someone that doesn’t know your business. Retargeting people that clicked on a previous ad and didn’t take the desired action on the page (redeem an offer, buy a product, etc) is like picking low hanging fruit. The number 1 reason people don’t take action upon first time viewing a page is timing. Try it again and your odds for success multiply automatically! Retargeting audiences are also substantially cheaper to reach, resulting in a much higher potential ROAS [anchor link to definitions] compared to advertising to new audiences that aren’t familiar with your brand.

Remarketing on Google

Whether you’re looking to drive sales, increase conversions, or promote awareness of your brand, remarketing on Google can drive substantial ROAS for businesses across any industry. You’re able to target people when they’re most likely to buy, when they’re searching for your product, visiting other related websites, and using other mobile apps. Google AdWords remarketing provides timely touch points to drive potential leads to your website when they’re the most engaged. Using Google to remarket to this highly qualified audience leads to more efficient pricing for high-performing campaigns that can be optimized with automated bidding strategies like target CPA and ROAS.


Retargeting on Facebook

Facebook’s powerful pixel allows you to track people who arrived on your site regardless of the channel they came in on and retarget them with relevant content based on how they used your site. You’ve probably recognized products that you’ve previously viewed on external sites show up on your Facebook news feed at some point in the past. This is a result of Facebook’s refined retargeting advertising capacity. This allows you to proactively pursue those users that have seen your products or services before, but didn’t take the desired action (redeem an offer, buy a product, subscribe to a newsletter, etc). We will create a specific custom audience for people that have abandoned your landing page, while excluding anyone that made it to your “thank you” page as an effective strategy to boost conversions. This technique can be used for any product or service across any market.

Read everything you need to know about social media marketing.