Online Advertising Strategies for Businesses in 2021 (Facebook vs Google and more)

In the last 5 years, social media advertising budgets have doubled worldwide, from $16 billion to $31 billion. But the question is, how do you need to spend your ad budget for the best success?

What are all the different types of advertising, and which one is right your business?


Want to watch the Video where I explain this? Click here


Before we look at the type of ads, let’s quickly discuss the importance of ads and content:

There are some key ways that digital advertising can help you improve the performance of your organic marketing efforts.


With digital ads, organic performance can benefit from an increase in brand awareness by displaying your content to individuals within and outside of your networks.


If your content isn't great to start with, what are you sharing, and if you run ads, what are you bringing people “home” to?


With a better understanding of your audiences by leveraging the targeting and analytics of the ads platforms; you can create better content, and ensure you service levels are where it should be based on your clients’ needs.


The creation of higher-performing content by understanding what ad content helps you achieve your business goals and what doesn't. Content strategy is vital to see success organically and with paid advertising.


The goal of any ads strategy should be to get a positive return on your investment, which comes down to whether you're getting more revenue out of the ad campaign than the cost you're putting in. And also, to drive your brand awareness and get people into your marketing and sales funnel.


When the time comes to design your company’s advertising strategy, keep in mind that careful planning is a must. Additionally, you should decide which advertising formats you’re going to use and which ones you are not going to use. (More on this below)

Part of this process also involves assigning a percentage of your budget to each format. The ideal scenario would be to carry out an analysis, integrating various advertising avenues in order to increase reach and improve results.

To really understand Marketing Maths and what you should be spending on your ads budget, we have a great video where we explain this in more detail.

Another important point to consider is measuring the actions each strategy incorporates. For example, you might not get the results you hoped for on one advertising platform but exceed expectations on another. By carrying out a data analysis, you will able make the necessary budgetary adjustments in order to reorient the investments towards better conversions.


At the end of the day, you always have the option to put yourself in the hands of an experienced, professional advertising agency who can optimise both your budget and your campaigns.


Because not only are the benefits of ads mayor when it comes to our organic actions, it also allows you to be more impactful in your choices because you can target and segment your audience.


You can also spend far less than traditional advertising for much better results.

And most importantly. Ads today are not about hard selling or typical advertising, it is about connecting with your ideal client, showing up where they are, and sharing your value while you build their trust, and they see why you are the right fit for them.


We always explain it as wooing your date. You won't go on a first date and immediately propose, would you? Similarly, you need to woo your customer. Take them on a journey from awareness to interest to sale. The content and ads for each phase is very different and needs to be specific and intentional to keep the potential client in the funnel or on journey and ultimately purchase from you, and then tell others and purchase from you again! (That is where retargeting ads also come into play


We know this is one of our top requested services and something most of our clients struggle with.

I also do want to discuss that ads is also not the only strategy, or hard selling via ads should not be the main intention.

In the span of just one year, the total number of devices around the world with ad blockers rose from 142 million to upwards of 615 million. Meaning ads can get lost even when you do plan them, and 90% of consumers read online reviews before visiting a business.


Thus, your content and customer journey need to be well mapped out before you start ads.


Let’s look at the types of ads. Starting with the difference between Facebook and Google ads:


It’s helpful to know the key differences between Google and Facebook Ads so you can leverage each platform to get the best results for your business.


One of the biggest differences between Google and Facebook Ads is search intent.

Google searchers are specifically looking for something while Facebook users are shown ads based upon their interests. Whereas Google has a pull marketing strategy, Facebook is about brand awareness.

Which also then means the content you share for the ads needs to have different strategies.


Moving on to another key difference, one of Facebook’s biggest strengths is the powerful targeting options it has available. Facebook enables you to target users based on a myriad of factors such as age, sex, interests, geographic location and more.


Let’s discuss the different ads we get within Google and Facebook.


The most popular Google Ads are:

· Google Search & AdWord Ads

· Google Display Ads


Google Search Ads are online ads that appear alongside the search engine result page when users search a keyword query on Google. These ads are PPC, or pay-per-click ads, in which advertisers pay for each ad clicked on. Google’s PPC search ads are managed by Google’s AdWords advertising platform, which allows advertisers to bid on keywords, craft ad text, set budgets, and more. To advertise on Google AdWords, you'll need to create a Google AdWords Account.


AdWords Ads are online advertisements created within Google’s AdWords advertising platform, identical to Google search ads.


Google Display Ads are a form of contextual banner ads used in the Google Display Network, Google’s collection of network sites that agree to host display ads. The Google Display Network also includes Google properties such as YouTube, Gmail, Blogger, etc. Google Display ads can be text, images, and even video based. To serve online ads on the Google Display Network, you need to start by using Google AdWords.


Banner Ads also fall into the Display Ads category where Banner ads are image-based advertisements that often appear in the side, top, and bottom sections of websites. They can range widely in terms of size, design, and function.

You'll typically find them in all sorts of news-based websites, blogs, and specialised web communities. Many websites broker their ad space with ad exchanges such as Google's Display Network, or you can buy the ad space in the same manner you'd buy an ad in a newspaper.


Where Facebook ads exist in many different forms, each offering unique pros and cons for advertisers looking to market on Facebook.


Marketplace ads appear in the side columns of the Facebook website with a headline, copy, and an image.


Promoted Posts are Facebook ads that let advertisers pay a flat rate to promote a single post on their Facebook business page. The promoted post reaches more fans and friends of fans than a regular post.


Sponsored Stories show a user’s interaction with an advertiser’s page or product to the user’s friends and larger network. Sponsored Stories are also one form of Facebook ads that can appear in a user’s newsfeed.


Facebook enables you to advertise to people who aren’t necessarily searching for your product. They’re minding their own business, looking at cat videos and kid photos on Facebook, and happen to see your ad when it passes through their news stream.

They weren’t searching for your product, but they still get exposed to your ad.


This means that Facebook Ads are a great way to generate awareness and interest for your product. If people don’t know you exist, they can’t be interested in what you have to sell, and they won’t be searching for your product or brand.


When it comes to Google search, the goal is to show an ad that matches exactly what people are searching. By doing so, you match the search intent and will hopefully increase your click through and conversion rates for your ads.

Search ads are great for targeting people when they’re specifically searching for your product, and Facebook Ads are a great way to generate awareness for your product with people who may not even know you exist.




Facebook offers access to a very large audience at a very competitive price, and they’re retargeting option gives you even more control over who sees your ads and in at least some cases have been outperforming Google retargeting campaigns.


You could consider both options, but ultimately it is also dependent on your goals and results needed, as well as your budget.

And if you have any questions when it comes to ads and how to get started on yours, feel free to leave a comment, or contact us on our social channels.


If ads are still challenging and you would rather the experts handle it, head on over to the Work With Us section, so we can do it all for you!


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