Return on investment is the most important metric when discussing paid advertising. After all, no one wants to put their time, money, and efforts into the wrong strategy.
In the modern digital age, there are two platforms through which a majority of advertising occurs: Google and Facebook. Every day millions of users across both services consume content, conduct searches, and — most importantly — view advertisements.
But from an advertiser’s perspective, which platform provides the best return on investment?
In short, the answer is both. However, continue reading to learn why and how you need to advertise on both Facebook and Google.
Disrupting the Consumer Journey
The?consumer journey?is defined as the process a potential customer goes through. From discovering a need to researching a way to satisfy it and eventually making a purchase decision. Currently, the majority of this journey occurs online. Advertisers can effectively influence the purchase decision made in the end by disrupting the natural flow each consumer takes through their journey.
Reach potential clients who are gathering information
Advertising in the digital age is more powerful than traditional advertising. This is because it has to ability to reach consumers at multiple points in their journey. Specifically, the information gathering stage has become a new touchpoint for advertisers.
Campaigns on Google’s?Search Network?allow for contact to be made during the initial research stage. We’ve all seen the promoted results at the top of our search engine results page (SERP). The Search Network allows brands to make an early and hopefully lasting impression.
Reconnect with interested clients after they’ve gathered information
Both Facebook and Google use ‘cookies’ and user preference algorithms to present each unique user their own unique set of ads. These ads are based on their frequently visited pages. They are also based on recently visited pages on which they browsed but did not purchase.
Ad campaigns targeting the latter behavior are called remarketing campaigns. These serve as a second opportunity for the ad to make a return on its investment.
Google provides a majority of its remarketing opportunities through the?Display Network. Display Network advertisements are?visual ads such?as banners and videos. These are shown in sidebars on affiliated websites or on YouTube.
Facebook has its own system for remarketing that operates similarly, placing sidebar ads for desktop users. Also, Facebook allows for content as an advertisement. This content can be text posts, photos, videos, or a combination of each.
Ads on Facebook are typically shareable social content that has been promoted, thus appearing as normal content on targeted users’ feeds. This approaches the user at a different point in their consumer journey after the information has been sought but is still being digested.
Contacting potential customers at this point in the journey is crucial because it can set your brand apart and above in their minds. By incorporating both Facebook and Google for disrupting the consumer journey, sales can be driven from multiple angles of exposure.
Reach them where they are the most
In the past decade, Facebook has become the one website nearly every internet user is guaranteed to use. Not only are they using it, but they’re using it a lot.
Estimates have shown?that the average internet user will spend over one year out of their life on Facebook. Also, now that Facebook has acquired Instagram, users will spend over two years browsing content provided underneath the brand’s umbrella.
Google is just as ubiquitous on the internet, to the point where the brand name has become a verb for finding information. We don’t search anymore, we “Google it” and we do so multiple times a day.?Millions of searches?take place on Google each day of the year.
With how embedded these two services are in how the modern internet is used, it only makes sense for businesses to advertise through both mediums.
The Bottom Line
There really is no “either-or” argument to be made in reference to advertising on Facebook and Google. It’s not that you might need to use one, but that you absolutely need to use both.
Facebook and Google paid advertisements are necessary in order to increase visibility, provide information, remind curious buyers, expand your audience, and – most importantly – close sales.
Don’t get left behind because you chose the wrong channels for online advertising or the wrong type of content for those channels. DemandIQ is a marketing agency specializing in Facebook ads, Google ads, and Amazon ads.?Contact us?today to learn how our services can benefit your brand.