There are times when a business small or large needs to put in efforts to increase their business. Well, in our era how is that possible? It is very possible when businesses start investing in Digital Marketing!
It is quite evident that you might think about what Digital Marketing is all about?
Well in this article you have your question answered!
Digital Marketing, came into the picture when Google tried to monetize their Google Search platform. They came up with an advertising platform called Google Adwords. So Google Adwords or a Digital Marketing platform helped Google to get monetized and certainly made them a global moneymaker with revenue estimated at a whopping $36.34 billion dollars.
So How Did Google Adwords Helped Google make Money – By Creating the First Digital Marketing Platform
Google Adwords, allowed advertisers to create a Google Adwords account. Where they can create ads based on the Keyword searched by a customer on Google. Then Google Adwords will display the ads on the top 4 results, accounting ads of other advertisers who have also created ads for that specific Keyword. Doing so, the advertisers enter an auction on who is paying higher for a click on Google SERPs and the ads will show accordingly from who is paying higher to less for that particular keyword. This is how a Google Ad enters an auction and an ad rank is determined among the competitors.
There are many advertisers on Google ranging from small businesses to large multinational companies. Google Ads helps these advertisers to show their ads to customers who are actively searching for their product or service.
Google Adwords now known as Google Ads give you a better ROI because it shows ads to customers those who are very close to a conversion(generating a sale). This is how Google was able to monetize its platform and generated billions of dollars to date.
But the main problem advertisers face is that sometimes the average value cost per click goes as high as the service or product cost, but that also depends on the country and advertising budget currency.
Google Ads has revolutionized the online advertisement platforms from giving the advertisers to reach their customers through many branding and video ads. Google’s network is widely spread, as there are various Google Search Partner websites that allow advertisers to display Google Brand Awareness Ads. Google also helps advertisers to show ads on YouTube, which are particularly Video Ads. Google also allows users to market their mobile applications on its platform with App Ads. Not only these, but Google also allows showing ads of products known as Product Ads which are mostly used by e-commerce websites to generate sales and leads along with their competition in the market.
But Google is not the only platform that marketer turn to advertise there ads.
Facebook on the other hand also allows users to create more dynamic ads because Facebook has a database of their user’s likes and dislikes according to the basis of how they interact with a certain type of contents that Facebook offers them within the news feed. Facebook also keeps track on the users how they are interacting with ads, and thus accumulating tons and tons of data each day by keeping track of its user’s and allowing a marketer to target them and show what they have to offer to its users.
Facebook for Advertising
Facebook has evolved since its launch on July 2003. Changes in their user interface, changes in their news-feed algorithms, providing advertisers with new ad-formats to create dynamic and highly user-interactive ads. Facebook provides ads that meets advertisers many needs and objectives.
Certainly, advertisers feel disgusted with Facebook charging them when an ad is getting an impression from its targeted audience, unlike in Google Search Ads and Google Display Ads, the charges are incurred on when the viewer is clicking an Ad. That is why Google campaigns are popularly known as PPC(Pay-Per-Click) or CPC(Cost-Per-Click) Platforms.
Facebook Ad Formats:
- Image Ads
- Video Ads
- Carousel Ads
- Slideshow Ads
- Instant Experience Ads
- App Promotion Ads
- Messenger Ads
- Website Traffic Ads
Well, these ads are specifically targeted according to their likes, dislikes, demographics, and location. Facebook has revolutionized the Digital Marketing platform altogether and also has added itself as a major competitor of Google Ads.
Which one is better – Google Ads or Facebook Ads
That needs to be determined according to the business or service type you are in. What purpose you want your ads for, what your objective is and obviously how do you want your customers to interact once they click your ad and they find themselves in the Landing Page.
The ads should be strong enough to send a message to the viewer of the Ad, in order to perceive the ad and make a connection with the ad, so that it can ad value to their life or business.
But, that’s not all!
Digital Marketing whichever platform you are using has given the marketers the power of Remarketing.
Remarketing campaigns allow marketers to show ads to the people who have previously interacted with their ad and has specifically completed some objectives that were set by the marketer in the tracking tools.
Two best Tracking tools are mentioned below:
Google Analytics for Remarketing
Web Analytics is the collection, measurement, and analysis of data to help you improve the effectiveness of what you do online.
As we are all aware the Google Analytics offers us the best information about our website activity. Google Analytics informs us about the following activities of our web visitors:
- User/Visitor: A person who goes to a website.
- Session/Visit: A session is an interaction between a browser and a website. A session from a user is a sum-total of that user’s interaction with the website.
- Cookies: A packet of data sent by an Internet server to a browser. Which is returned by the browser each time it subsequently accesses the same server, used to identify the user or track their access to the server.
- Time on Site: The average length of time the user spends accessing your site within a specified time period.
- Page View: The number of time visitors arrives on individual pages of your website.
- Traffic: The total number of visits or sessions on your website.
- Paid Traffic: This consists of visitors who come to our website from Google Adwords ads, paid search engine keywords and other online paid campaigns.
- Organic Traffic: Visitors who come to the website from unpaid organic results of search engines.
- Direct Traffic: Visitors who type in the URL in the address bar of the browser.
- Social Media Traffic: People who come to the website from Social Media websites such as Facebook, Twitter or Instagram.
- Referral Traffic: Visitors coming from another website.
- Bounce Rate: The percentage of visits in which the visitor only views one page of your website before leaving.
Google Analytics also has a section from where it can track the people visiting to your website, after they have interacted with your ad.
How to enable your Remarketing settings in Google Analytics:
Step 1: Open Your Google Analytics account and Click on the Admin icon.
Step 2: Under the Property section Click on Tracking Info, from there click on Data Collection
Step 3: Now you can go ahead and enable by toggling the On and Off button.
Once you have enabled this setting, you can now track the visitors on your website. Later show ads to them on the basis of –
- How many pages they have visited,
- How much time they have spent on your website and
- Any particular pages they have visited.
Google Analytics is one of the best free tools to keep track about the activity on your website.
Facebook Pixel for Remarketing
A Facebook pixel is an analytics tool that consists of a code that you can put on your website. The pixel fires to track site visitors. This data allows you to retarget those users with Facebook ads in the future, as well as see what they’re doing on your site when they return.
This allows you to gain more insights about your audience, send targeted messaging to users who already know your brand, and track the effectiveness of your paid social advertising efforts.
You can create the pixel and then paste it in the source code of the website to track the visitors once they land on your website after interacting with the Facebook advert.
There are many other advertising platforms available to digital marketers. I will do a deep dive on every one of them. But the main thing for a digital marketer is to perceive the brand and make ad creatives while choosing the ad platform in a very strategic way.
If you are using any other Advertising platform that is offering you better ROI, please share it in the comments and also share your thoughts on Google Ads and Facebook Ads and which one is working better for you.