Tyra Douyon - October 31, 2023
The world is changing at a speed unlike what anyone has experienced in decades, and the two largest and most successful digital marketing platforms, Google and Meta, are to thank for this transformation. Digital marketing is a cornerstone of any successful business strategy, and although we’ve discontinued the Yellow Pages and no longer post our social grievances on private property (thanks, Martin Luther), modern online advertising platforms have changed how businesses bring their products and services to market and stay in touch with customers. In 2023, creating a digital ad campaign is more accessible, but the question remains: Which digital marketing platform is best for your business?
Google Ads are best when a business advertises a service or product people are actively searching for. For example, a young family looking for a starter home in Metro Atlanta might search Google to see the prominent homebuilders in the area and which company has the best reviews. As a competitor, completing a Google keyword search and analyzing what web copy similar companies in the area are using will put your business one step closer to being the top search result on Google.
Meta Ads are best for advertising products and services that people may not be actively searching for. Typically, you’ll need to invest more time and effort in creative campaign strategies like video ads and copywriting to catch a user’s attention and beat the competition on this platform. A potential homebuyer that would be best to target for meta ads may be someone who follows a homebuilder’s social media account but may not be consistently searching for a new home, or they have a longer timeline for when they’d like to move.
Push marketing is when you ‘push’ a product or service to your audience. When a user, or in this case, a potential lead, is scrolling on Facebook and Instagram, they’re looking at content that they enjoy. And in between viewing their curated content, they’ll get ads for something they’re not looking for, courtesy of the algorithm and your business’s target audience strategy.
When a lead searches for something on Google, they’re looking for a solution. So, when they see an ad on Google, it pulls them towards the thing that can solve their problem – your business. Theoretically, pull marketing plays into demand, and push marketing creates demand. To use this strategy effectively, decide what approach works best for your company. Both mediums work well, but they have a specific objective and target audience.
Your business can use both digital advertising platforms if you’d like to find different leads or know you have the audience size to support that tactic. For example, homebuilders are in a great position because that industry has customers on both sides of the aisle. There will always be individuals and families looking to buy new homes and investment property, and there will always be others who are persuaded to buy new houses.
Aside from your audience, there are a few more factors to consider before deciding whether to use Google or Meta ads. Knowing where your digital ads will perform best is the key to establishing a successful digital campaign. Consider the following questions before committing.
Where does your audience frequently spend time? (i.e., Are they searching on Google for your company, or will they likely find your business and products on Meta social platforms – Facebook and Instagram?
How do you compare to your competition? What would set you apart from the competitors?
How much money do you have for advertising?
How much time and energy do you have to refresh ads/ad copy and manage the campaigns? (i.e., Do you have time to design creative ads, or are you looking for a simple way to complete this task?)
What’s your site conversion rate? Is your website optimized for advertising?
Wider Reach: Google Ads has a broader reach, with over 246 million new monthly visitors, making it the largest online advertising platform.
Targeted Audience: Google Ads allows advertisers to target specific audiences based on demographics, interests, and behaviors.
High-Quality Score: A high-quality score can lower the cost-per-click and increase ad placement, leading to a better return on investment.
High Intent: Users who click on Google Ads actively search for a product or service, making them more likely to convert.
You want to target users actively searching for your product or service.
You want to reach a wide audience.
You have a higher marketing budget.
Cost-Effective: Meta Ads tend to be cheaper than Google Ads, making them an excellent option for businesses with a limited marketing budget.
High Conversion Rate: Research shows Meta Ads have a higher conversion rate than Google Ads, as they are displayed to users already engaged with the social media platform.
Wide Audience: Social media platforms have a wide audience, with over 3.8 billion active users worldwide, making Meta Ads a great option for businesses targeting a broad audience.
Retargeting: Meta Ads allow for retargeting, which can help increase conversion rates by displaying ads to users who have previously interacted with the business.
You want to target users who are already engaged with your social media pages.
You want to retarget users who have previously interacted with your business.
What you sell has the benefit of being visually appealing.
Source: medium.com/@RenderAnalytics
The choice to invest your money into an advertising platform can be the difference between high returns and a significant increase in leads one month or losing thousands of dollars on a campaign barely anyone saw in the following 30 days.
If you want expert, professional advice and daily management of your business ad campaigns, contact Rearview Advertising, a full-service advertising agency with over two decades of experience. We can create and manage your ads on Google and Meta so your 4th quarter sales are successful. Reach out today for more information!
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