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Advertising in Cyprus: Facebook Ads vs Google Ads

Advertising in Cyprus: Facebook Ads vs Google Ads

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Advertising in Cyprus can seem like a minefield whether you are new to PPC advertising (pay-per-click) or an expert. Even if you are a complete newbie to the digital advertising world it is more than likely that you are aware of Facebook and Google ads. However, before dedicating yourself and your business to one of these advertising platforms, you need to determine which one suits your business or your clients’ needs best.

Now, if you are indeed a newbie, do not be intimidated. The best experts in the world still need to research which platform suits their client best and this takes time. So, do not rush.

We will show you step by step which platform is best for advertising in Cyprus (it differs country to country) and show you some statistics for different markets.

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Facebook vs Google

We are going to begin this post by explaining the key differences between the two giants. The information below is vital before you even step foot onto either platform and you will see why…

Okay, so Facebook is also known as a Paid Social meaning advertisers reach audiences based on their location, behavior, interests and demographics. On the other side, Google is a Paid Search form of advertising. This means that advertisers target an audience based on their target keywords in search.

Facebook has a 1.45 billion daily active users but Google surpasses that with a 3.5 billion searches per day.

You might now be thinking Google ads is better but let’s look at the cost and ROI. The average CPA (cost per action) for Facebook ads is $18.68 whereas the average cost across industries on Google is $48.96.

Now, let’s look at the average CPC (cost per click) for different industries.

diagram of costs per click

In general, the rule is that Facebook is used for the purpose of building brand awareness and growing an audience. Whereas, Google is used for immediate sales and leads as well as for advertising products and services with high purchase intent during search.

Define Your Objective for Advertising in Cyprus

Defining your objective when it comes to advertising in Cyprus is a must! As we’ve said before, it depends on your market and intentions.

For example, if your goal is to increase brand awareness Facebook ads are ideal. Whereas, if you are looking to generate sales then Google ads could work better.

However, many people assume that they want to generate sales because they want to sell their product when in reality, they actually need to gain social exposure first.

An example of this is luxury real estate businesses in Cyprus that aim to sell property to foreign buyers. Of course, if you are in this business your end goal is the sell the property. Therefore, from the data above you would think Google ads is for you. However, in reality, you need to expose your brand first and to the right audience.

Firstly, if you are targeting foreign buyers it is unlikely, they know of your brand. Therefore, you need to raise awareness, which as you have seen, is what Facebook ads is there for. Secondly, by using Facebook ads you can target the ‘perfect’ potential buyer by selecting the right demographics, locations and interests on Facebook ads. Whereas on Google ads you have to be certain you are using the correct keyword for a foreign buyer, which is much harder than you would think.

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Some More Statistics

In the example above we mentioned a situation where a company is targeting abroad. But, what about advertising in Cyprus for people who live here? Well, again it comes down to your intentions and goals but you cannot ignore statistics.

So, 94% of Facebook’s advertising revenue comes from the mobile, which is an extraordinary amount and with the average Facebook user clicking on 11 ads per month (1 every 3 days) you can understand why Facebook is so successful. Of course, not every click will be effective and lead to a user purchasing a product but it creates awareness and engagement.

Now, there is 1 million social media users in Cyprus (an increase of 55 thousand or 5.8% between April 2019 and January 2020). This is a very high population majority and the potential reach is high. Therefore, advertising in Cyprus for residents here via Facebook is a highly possible win.


Advertising in Cyprus all depends on your business, what you want to gain and of course your budget has a significant impact as well.
Overall, it is cheaper to advertise on Facebook (if you know what you are doing) and it provides much better brand awareness than Google. However, if an audience is already aware of your brand and you have the keyword research as well as the budget to advertise on Google then this platform could be right for you.

Related article: Digital Agencies in Cyprus: What to Ask Before Signing With Them


The Importance of Video Marketing in Cyprus

The Importance of Video Marketing in Cyprus

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Video marketing in Cyprus is essential whether you want to focus on the Cypriot market or worldwide. This is simply because the way in which we consume media has been revolutionized by the rise of social media. In one of our previous articles about video marketing trends we discussed how Google and Facebook are pushing us to create more video content and if these giants are advocates for video marketing then we need to really pay attention.


The Statistics

First let us run through some statistics to show you why video marketing in Cyprus is necessary.

Now we have these numbers in mind we can review the importance of video marketing. If 85% of businesses use video content and 92% of these found it vital why wouldn’t you use it? You do not need to reinvent the wheel when it comes to marketing, you just need to examine results and find the best practices. Clearly video marketing is one that cannot be ignored.

Secondly with 97% of marketers saying video marketing helps their customers understand their product it would suggest video content is almost necessary to increasing interest and therefore generating sales. If your customer or client can see demonstrations, product showcases and teasers they are much more likely to remember you, in fact they are 55% more likely to remember you. Besides all this it is also less time consuming to watch a product showcase than read an entire blog post about it, making it more effective.

82% of all consumer traffic is on target to be video content meaning video will rule the internet by next year so if you want to catch the attention of your customers then you need to be following the video marketing trend. Trust me, if you are not doing this then your competition will be.

Why Use Video Marketing in Cyprus?

We have delved into the statistics of why you should be using video marketing in Cyprus so next we are going to discuss the benefits and what can be achieved if you venture into video marketing.

Like many other professionals in this field, we advise our clients to use video content on their landing page as it is known to increase their conversion rates as well as helping to humanize your brand and products.

When we say humanize, we mean that videos will help a potential customer connect a personality to your company, something that text cannot do. This works wonders for building trust with a viewer.

Video marketing also enables you to reach a higher percentage of people; as most of us rarely have time to sit down and scroll through masses of written information it is no wonder that video content, especially promotional videos, have such a high success rate. They allow you to connect with ‘lazy buyers’ and visuals help massively in this situation.

With video content you are tapping into the world of mobile usage which is exactly what you want to be doing. Millions of hours are spent on YouTube watching videos and it is actually starting to out rank the amount of time people spend watching TV. Recent studies have also shown that 90% of consumers watch mobile friendly video content before making a purchase. This ties into the trust factor we previously mentioned.


Types of Video Content

Now most of the world have caught on to the importance of using video as a marketing strategy but we have noticed a lack of video marketing in Cyprus. This is most definitely not an obstacle; in fact, it means you can outperform your competition! But what types of videos should you be looking at using?

Demo videos
This type of content allows you to show off and improve the visual representation consumers have of your product. There are so many creative ways to approach this, you can take viewers on a tour of your properties or new software as well as putting a product to the test.

Consumers want to know exactly what they are purchasing and if it will be worth their while. By using testimonial video content, you can get loyal customers to talk through their experience and how your company helped them. This is also the best way to earn trust.

Event Videos
These videos are perfect for creating that humanized content! If you have a conference, fundraiser or launch you can create a showreel of the event and incorporate interviews into the content.

Educational or How to Videos
By giving your viewers new pieces of information or knowledge they will better understand your business. This strategy is helpful for new or returning customers as there is always something to learn. If the content is good enough the customer will return to see more educational videos you create as well as sharing them on social media.

So as we have proven, video marketing in Cyprus is an absolute must! But if you are not quite convinced you can always head to our YouTube channel or our portfolio on the website to see what we have created for our clients.


Video Marketing Trends: What to Expect in 2020

Video Marketing Trends: What to Expect in 2020

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Video content is popular as well as necessary in our contemporary world meaning it is vital that video is part of any marketing strategy. The way in which people consume media is continually changing and this means you must be aware of video marketing trends for 2020 otherwise you will get left behind. With giants like Google and Facebook actively pushing for more video content and technology constantly progressing it is no surprise that 82% of all consumer web traffic is set to be video.

In recent years we have seen videos go viral, 30 second ads become increasingly popular and much more. But what are the video marketing trends for 2020?

The Shoppable Video Marketing Trend

In the first couple of months of 2020 the shoppable video trend has seen huge success. It began with consumers seeing this movement on Instagram and Snapchat, but it is beginning to progress and become much more sophisticated. Gone are the days when you would find products manually, instead when you see a product within a video, you simply click on it and are automatically redirected to the site. The shoppable video is evolving; we are now seeing links embedded on tutorials and educational videos meaning it is more versatile than ever.

Why should this video marketing trend be part of your strategy in 2020? By eliminating the hassle of consumers needing to manually find the product themselves, you naturally shorten the journey for the customer, and this then leads to an acceleration of conversations.

360 Video Technology

Although the nature of 360-degree video content has yet to really take off in the industry and to achieve all it can, it is beginning to make some breakthroughs. Slowing redefining how consumers can view a product, the 360-degree video marketing trend is allowing people to ‘demo’ a product before they purchase it. With 90% of Americans believing content will be better if the video is a 360 video rather than in a traditional context it drives traffic to your business.

Gaining engagement and driving purchase intent by as much as 7% is exactly what 360-degree videos can do for businesses. They also help strive towards a more unique feel to any brand and while they are not easy to produce, they definitely set you apart from competition in your market.

Silent Videos

A few years back we all thought silent videos were outdated and generations old but then Facebook introduced the autoplay feature where it automatically plays videos without sound. The idea blossomed and more social media sites such as Instagram and YouTube have introduced subtitles to their video content. With 80% of people more likely to watch an entire video when captions are available it is no wonder this video marketing trend is taking off.

Silent video culture has led to an increased need and utilization of captions on social media. This is due to consumers wanting context about what they are watching without having to turn the sound on.
As this is a popular trend on social media it makes sense to explore it within business as we live in a world that strives on media sites.


The New Vertical Video Marketing Trend

This new trend is one everybody has been expecting; vertical videos are mobile user friendly and the subject will fill the entire frame meaning you have the consumers undivided attention on your product. This trend was first popularized by Snapchat but has seen found acceptance on Facebook and YouTube with more videos following the trend.

Last year Buffer decided to conduct experiments on vertical videos and found they consistently outperformed square videos; CPC 26% less expensive and CPV 68% less experience with vertical videos on Facebook.

Businesses must keep up with mobile-centric video trends if they are to see conversions; social media is how the majority of companies reach their target market so they desperately need to change the ‘all video must be horizontal’ mindset.

The Vlogging Trend

Vlogging hasn’t always been taken seriously but now is the time to do just that! With the continuous growth of YouTube, Instagram and Snapchat the popularity of vlogging increases; we are seeing more and more people become invested in watching vlogs, in fact YouTube reaches more 18 to 49-year olds than then top 10 primetime US TV shows. With this in mind you can really see why the vlogging trend is on our up and coming video marketing list.

The trend is super versatile and allows companies as well as vloggers to create various types of content. Whether that’s using the live stream feature on social media platforms or creating and polishing a video for YouTube.


There you have it! A list of what video marketing trends to expect in 2020. Now, with all this in mind, don’t forget that video SEO is crucial, if you skip this stage then your efforts are useless unfortunately. Although SEO is constantly seeing new updates, it will be around for a very long time, but video trends are quick to come and go, so ensure you are certain it will fit with your strategy before you spend precious time creating video content as the trend might be outdated tomorrow.


Time to Team Up With A Digital Marketing Agency in Cyprus

Time to Team Up With A Digital Marketing Agency in Cyprus

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Last week Cyprus went into lock down. Businesses closed and this caused devastating effects to stores who rely on high street sales. With this we’re witnessing more businesses becoming dependent on online sales and some are not thriving due to a lack of a good online presence. This is where you can utilize your time and team up with a digital marketing agency in Cyprus! Most agencies have the capability to work remotely so if you’ve got free time on your hands from self-isolating consider taking the time to really look at your online presence.

It goes without saying that after Cyprus went into lock down the internet usage increased; in fact, it has dramatically increased around the world with an average of a 20% growth of web traffic in most countries.

The sites with the highest amount of traffic and therefore still receiving inquiries and sales are of course those that rank on Google’s first page. We will cover why and how they appear on the first page throughout this article. As well as why you need to follow suit. And do not forget, once this is all over you will need an epic online presence to bring activity and sales back up.

So, let’s go through the important questions you need to consider:

  • How is your website speed?
  • Do you rank of the first page of Google for your services?
  • Do you have high quality content?
  • Does your website have video content showing your services?
  • How up to date are your social media pages?

The Importance of Website Speed

Imagine this scenario: You’re interviewing someone for a quality position within your company and they arrive late. Is that a good first impression? You’re less likely to hire them, right? Well it’s the exact same for slow loading speed on your page. According to statistics if your page doesn’t load within 4 seconds you will lose 25% of your visitors, meaning the number of conversions is heavily impacted. The visitor has such a bad first impression that even if you have high quality content on your site, they won’t bother to read it.

In today’s world people automatically associate fast loading speed with professionalism and are confident your site is worthy of their time if it loads quickly. Therefore, site speed is vital for good UX (user experience), whatever it is that your audience are looking for, give it to them fast! They will presume you’re highly professional and this will increase your ranking.
Speaking of rankings, Google rankings are affecting by site speed. Google’s algorithm considers page speed so if your site takes more than 2 seconds to load Google is less likely to care about your most recent blog or update.

Now it’s time to find out why you need to partner with a digital marketing agency in Cyprus to help you out.

To achieve essential loading speed, it takes someone who is tech savvy to minimize files, optimize images, enable compression, optimize the server and minimize the HTML, just to name a few. Luckily for you, every digital marketing agency will have a developer who does on-page SEO.

How to Achieve Good Search Engine Rankings

Since we mentioned page rankings in the previous paragraph lets delve into the subject a bit more. Firstly, do you ever go onto page 2 of Google to find what you’re looking for? Much like how people
associate fast loading speed with professionalism, people also associate first page sites with being more reliable and trustworthy.

Now as we mentioned, page speed has an impact on search engine ranking but let’s not forget about backlinks. Backlinks are when a site links to another site and this is considered very important to Google. If you receive a backlink from an aged domain you’re doing very well, although a backlink from a newer domain isn’t necessarily a bad thing.
Second thing to consider is page level factors. If you are writing content and using an outdated system of ideas, then you won’t get the rankings you strive for. Yes, keywords in the title tag are important but they’re not as important as they used to be. It’s the same with the content you upload, it’s outdated to upload a lot of short articles, instead upload a few high-quality pieces a month.

Obviously, these a just snippets of how to achieve good search engine rankings however every good digital marketing agency in Cyprus should have a SEO and content expert who can examine your site and give a detailed guideline of how they will improve your rankings.


Creating High Quality Content

A major part of SEO and what helps your business with gaining good online presence is the quality of content you post. There are 3 key factors in content, keyword research, copywriting and structure.
Every expert will start with keyword research; this is where you need to study what key terms people use in search engines related to your services. Now there is a lot more detail to this, however I doubt you really have the time to run a business and be a SEO and content expert, so leave it to a digital marketing agency in Cyprus.

Anyway, on to copywriting. This aspect needs to be carefully though through as it needs to be attractive for the reader and Google. You need to think about sentence length, writing clear paragraphs and text structure. If Google is clear on your subject matter than it’s a green light for their algorithm as well as giving you a happy and satisfied page visitor or penitential client.

The last step is to structure the content so that Google can understand it and so that it’s UX friendly. A table of content is a must! As previously mentioned, people trust sites that load quickly because it’s worthy of their time, this is the same for finding the right content. If they can click on the section they want to read from the table of content and the page automatically takes them to that section, then perfect! No time wasted!

Video Content as A Trend

Did you know that by 2021 80% of online traffic will be due to video content? So, you can see why it is so important and if your site is lacking video content, then you need to start creating and posting it now!

Video content is extremely important to Google, so your site will begin to climb the ranks of search engines as well as making it much more memorable to your audience as you’re engaging their visual senses. With all this being said, don’t forget that Google needs clear sections to understand the content, you cannot simply record any subject and upload it. It needs to be planned and executed perfectly in order to be effective.

Now once you have your video content ready you need to optimize it for SEO; this includes using keywords in the title, having a good description and using tags. But it doesn’t finish there, you also need a blog post on the same subject as your video, this will then improve your bounce rate.

Social Media Presence

What is the second biggest search engine? It’s YouTube! Therefore, you need to make sure it is optimized with great content (video content as mentioned above).

As well as a strong YouTube presence, you also need to be active on sites such as Instagram, Facebook and Twitter. This is simply because social media is part of our daily life and this is where you get shares on quality content and follows on your page and website.

Remember that during this crisis the use of social media has risen, with some site usage increasing by 75% therefore it only makes sense to optimize your social media pages now.

However, if you’re unsure about tactics to optimize your social media pages then contact a digital marketing agency. Most agencies have someone who is specialized in creating and maintaining a strong social media presence so ask for a plan of action and KPIs.

Finally, stay safe during this period of uncertainty!