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Facebook Advertising vs. Google Advertising – Which digital marketing strategy meets the needs of …

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For any business startup to reach the peak of its success, there is an important aspect to invest in besides its product, team and customer acquisition. Let’s look at it squarely – businesses can’t make money without customers. So, this is where marketing and advertising come into the equation.

Advertising development

Advertising has evolved from what it used to be in the past to our present. In the early 20th century, print was the predominant form of advertising for individuals and businesses. Publications used to be spent on publishing companies to showcase their products and services in newspapers and magazines. But the story is different now.

With the birth of the Internet, advertising strategy has moved to another dimension. This technological advance brought it along with digital marketing. When you talk about digital marketing, two things come to mind; Search engine (paid search) and social media (paid social).

Online Marketing

Business brands, both small and large, are leveraging the Internet to acquire new customers, make sales and create awareness. Google And Facebook There are two giants when it comes to digital marketing. There are 4.66 billion internet users Today in the world, which accounts for 60% of the global population. In addition, the average Internet user spends an average of about seven hours online each day, making the Internet the best place for businesses.

You will get more infographics Statista

Among these Internet users worldwide, Facebook has 2.45 billion monthly active users By 2020. While Google is the most used search engine on the Tech Wide Web (92.16%), with 5.4 billion searches Every day until December 2020.

Facebook Advertising vs. Google AdWords

With a large share of Internet users responsible for both Facebook and Google, this makes them for both small and large platforms with the most demand for business for their advertising. But many businesses get confused about which of these two to use in their digital marketing campaign. The question is, should you choose one over the other? If yes, why?

Before you better conclude, here are some statistics you should know:

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  • Facebook advertising revenue mostly (about half) comes from the US and Canada
  • India has the highest Facebook ad audience, followed by the United States, Indonesia and Brazil
  • Of hootsuite Global State of Digital in 2019 The report found that a large proportion of Facebook ad viewership comes in Generation Z, particularly those between 18 and 24.
  • Twenty-four percent of Facebook advertising revenue is from mobile.
  • Hootsuite also found that video posts receive more engagement than other types of posts. Compared to video engagement at 6.04%, photo posts are at 4.36%, link posts at 2.78% and status posts at just 16.6 percent.
  • Hootsuite Told that the potential reach of Facebook ads There are 1.9 million people: 43% women and 57% men.
  • Google delivers An 8: 1 return on investment (ROI) – or $ 8 for every $ 1 spent
  • 63% say they would click on a paid ad in Google search results
  • Google Display Network Reaches 90% Of online consumers
  • 33% of people click on search ads because of how relevant the ad is to their search
  • Google owns the world’s largest online display advertising network.

The first thing you should know is that the two platforms are different. And they deliver results based on the marketing goals set by a company. Now, to understand both Facebook and Google ads, let’s take a look at how they are both distinctive in their own way.

Unique Features of Facebook Ads vs. Google Ads

Google advertising is a text-based advertisement that targets keyword search. This means that advertisements specifically target people who offer your business. The advantage of this is that it gives your business the opportunity to be seen by prospects in “purchase mode”.

Facebook advertising, also known as paid social, targets prospects using information such as interests, location, gender, marital status, behavior, etc. Facebook is able to access all this information because it is a platform where people interact and express their lives. . Almost every Facebook user has all the information about his life online. So, Facebook advertising gives you an opportunity to streamline the target audience for your advertisement.

See: Facebook Advertising vs. Google Advertising – Which is better?

Courtesy: Neil Patel

Google advertising is based on pay-per-click (PPC). Advertisers are charged a specific amount when their ad is clicked. On the other hand Facebook charges advertisers after releasing the advertisement and it is running.

Whatever type you choose, both types of ads have their own specialties and uniqueness. And it is best to be seen as a supplement rather than a competitor. Know the scope of both and identify which aspect of your business will each benefit.

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5 Effective Ways to Run Facebook Ads A/B Tests

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Testing-and-Scaling-Facebook-Ads

Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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