How Google and Facebook can help marketers

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Luckily, today we have plenty of opportunities when it comes to marketing a brand or business online.

It is no longer news that two of the most powerful ways to bring huge traffic and leads back to your website is by means of Google Ads and Facebook Ads.

Either you want to focus your marketing efforts on Google or Facebook, both platforms will provide you with instant access to hundreds if not millions of users. At the same time, you will also have the necessary tools to reach your target audience faster and easier than ever.

Beyond any doubt, Google is the leading website and search engine in the whole world. As a result, it provides what seems to be a limitless number of users making searches via its database every second daily. In addition, Google cashes in like a crazy machine. You have definitely noticed how much of the screen space is now filled with paid ads. Therefore, advertising with the help of Google searches has become an effective tool to drive customers.

On the other side, there if Facebook that had quickly found itself as one of the most addictive social networks in the world today. Even if people don’t usually search for specific content via Facebook, each user is a major source of demographics and data, which helps marketers to easily optimize and target their ad campaigns.

Google Ads vs. Facebook Ads

Driving huge traffic and bringing new potential customers is all about engagement and delivering your message to the right audience. Therefore, you can use landing pages via Google Ads or short lead generation forms via Facebook Ads.

Regardless of the method or platform you use, Google and Facebook must both be at the top of your list of effective tools.

Here are a few of the major reasons why.

  • Today there are over 3 billion users on the web. Reaching them through Google and Facebook are two of the most powerful ways that guarantee success. If we look at the Facebook Ads platform, we discover that there are over 1.28 billion active users per month, which means over a trillion page views monthly.
  • If you consider to use Google for your marketing campaigns, you can select and track your audience based on geographic location, demographics, keyword targeting, language, device used, and more. When creating ads through Facebook, it’s all about taking advantage of the power of demographic target, including location, interests and behaviors, user demographics, and custom audiences.
  • Both platforms are optimized for complete mobile advertising.

Who Is the Winner?

It is clear enough that both companies are winners. But, it also depends on what exactly you want to achieve through your advertising. If you are interested in immediate sales, then Google Ads is best; while Facebook is a perfect tool for those who want to focus on followers and lead generation. In other words, it’s up to you!

Is Google’s exact match exact?

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In the digital era, communication has never been easier. Anyway, every time we want to send a message we — regardless of how simple it might be — we have to make a huge number of decisions. Shall I use the Email? Text? Instant message? Or it is better to call?

In addition to the medium we can use, there are endless things to consider in each and every conversation. Is it important to use a greeting? Is punctuation or capitalization important? Shall I use emojis?

Those subtle nuances and customizations you apply to your emails or text messages can also be applied to your AdWords ads. Consider the amount of impressions your ads serve each day. Now think about how much you could improve your performance if the AdWords system customizes your ad the same way you do your emails. In such a way, you make your readers more receptive to your ads. With a bit of work in AdWords, you can tailor each ad to a user and their auction-time context.

Provide a great deal of components

A great ad unit is a combination of your ad and its extensions. But what kind of extensions to use and when? If you want to deliver great auction-time ads, you will need to provide a great bunch of components.

  1. Optimized ad rotation

An optimized ad rotation is a great advantage. With its help, the system is able to choose the perfect ad for each context. Maybe one ad works better on smartphones; while another works better in a certain geography, etc. It could be that all of those trends differ when those settings are combined. An effective mobile ad in the morning might differ significantly from a great mobile ad in the evening.

Once you’ve started the optimization of ad rotation, you should consider in % served in order to decide the results of ad tests. If you already have more than three ads in a group and you see that something is barely serving, it means that it is probably better to remove that messaging and make something new.

Use a combination of metrics while managing your account to decide which ads must keep running. % served, CTR, total impressions served, CPC, etc., can help you determine which ads could be replaced.

  1. Provide 3 to 5 ads per group

The system is going to select what will work the best for the context and provide different ads to different users at different periods of time. The more ads you have, the more options you’ll have for rendering the perfect message for any context.

If you analyze to ad groups with only one or two ads, you can see that the ad groups with three or more ads would receive up to 15 % more clicks/conversions, as long as you’re optimizing your rotation. Those additional options for messaging make a real difference.

  1. Implement every ad extension that is helpful for users

Extensions represent a part of Ad Rank. They play an important role in terms of performance, as a lot more users click ads with them. Moreover, they are very helpful and provide more information to an ad unit. What is more, they’re already optimized to get the best performance for you. The best combination of extensions is already selected for each auction, so you should definitely consider adding them.

The options included are as follows: call, callout, structured snippet, sitelink, price, review, location, affiliate locations, app, etc. If you don’t have them enabled yet, set them up today. And if you think they’re set up, but you still have doubts, evaluate your extensions to make sure that they work for all of your campaigns.

Yahoo Intends to Get Back to the Search Market

Yahoo is planning to go back to the search game with 2 projects, which they hoped can get the company back on the market with their own search engine project. These projects, code-named Curveball and Fast Break, are aimed at taking back Yahoo’s paid and organic search in-the-game.

Today Yahoo has a long term advertising and search contract with Microsoft’s Bing. This provides related search advertising and organic search results. The today’s 1-year contract is going to expire in March. In case Yahoo could get something to replace the results they get from Bing search would probably be a long shot.

Yahoo is aimed at getting back to its familiar field of search, for the quality of which it has been known. However, the history of Yahoo’s search engine was quite changeable. Yahoo search results were powered in the early 2000s, in 2004 Yahoo began applying its own search technology. However, in 2009 Carol Bartz decided to give up on Yahoo’s own search technology in place of the contract with Image.

Yahoo doesn’t run its own self-serve PPC system to control search advertising, such as Bing Ads and Google AdWords, although Yahoo has previously had this technology.

At the end of March the search contract expires, so Yahoo will probably run with its own search engine, based on the renewed technology. Taking into account Mayer’s Google roots, it is no wonder that Mayer are aimed at exploring Yahoo and becoming its own search engine again, getting more active control over it.