Digital advertising is growing and is gradually eclipsing other traditional advertising media. It has many advantages over them: It offers immediate visibility while allowing you to precisely target the population that will be exposed to the ad.
In the title of this article, “Google ads” and “Facebook ads” could be replaced by SEA (Search Engine Advertising) and SMA (Social Media Advertising) respectively without changing the meaning. The online advertising programs of the two American giants have indeed become totally unavoidable, even monopolistic, in the online advertising and digital marketing sector.
The paid digital marketing is essentially composed of SEA and SMA, they represent between them approximately 2/3 of the world expenses of online advertising. The display (display of ads on websites), weighs 20% of its expenses, the remaining balance (less than 15%), is divided between several channels such as: E-retail media (purchase of advertising space on e-commerce sites), e-mailing, content marketing, SMS marketing and many others.
If TV and Press represented the major part of the media investments in the world 10 years ago, the situation has since changed considerably.
According to US firm eMarketer, digital’s share of global media ad spend will cross the 60% threshold this year (2021) for the first time and is on track to reach nearly 70% by 2025.
In 2019, for the first time total ad spend on digital advertising in Europe surpassed that of traditional media.
Another finding is that digital advertising budgets spent on mobile are now higher than those spent on desktop.
In 2020 Luxembourg seems to be an exception to this trend. We had already pointed out the chronic delay of the country in terms of digital marketing in a previous article.
According to the Nielsen MediaXim agency with 13.3% of market share, digital only represents the 3rd position behind the daily press and radio.
The study specifies however that the budgets spent by Luxembourg companies on social networks, as well as for “programmatic” on international sites have not been taken into account in its survey.
By reintegrating these budgets in the calculation, the market share of digital in the total investments would be 23%. By comparison, digital accounts for 40% in France and 36% in Germany.
First of all, it is important to understand that Google Ads and Facebook Ads do not reach audiences in the same way.
Facebook ads target profiles based on interests, location and demographic data. In concrete terms, it will be possible, for example, to broadcast an ad to people aged 25 to 35, snowboarders and living within a 15 km radius of Luxembourg City, or to mothers with a child under 5 years old, working in the finance sector, living in Arlon. The principle being, as you will have understood, to sculpt profiles around centers of interest or “social” characteristics for which it will be possible to predict their behavior.
Google ads target intentions materialized by the requests (keywords) sent on the search engine (it is of course possible to add geographical and demographic criteria)
But you will have to compose two different ads with different objectives. For example, you can use Google ads to generate traffic on the page of a product or service, while Facebook ads should be used to increase your notoriety and enlarge your fan base.
The big advantage of Google and Facebook ad platforms is that they are very intuitive. However, without a real strategy, an online advertising campaign can be totally useless. It is therefore important to get advice from a Google Ads or Facebook ads agency like ours if the principles of targeting, keywords or CTR (click through rate) are totally foreign to you.
Facebook is a formidable promoter of notoriety. Facebook ads are effective for:
Google ads allows you to appear at the top or bottom of the first page of a query if it is competitive. Google ads is effective for :
In the end, choosing between Facebook ads or Google ads is not the same as determining which one is better. Both will be effective if you use them wisely after having correctly defined your target. But it is essential to master these 2 advertising tools to use them efficiently. A relevant use of Google ads and Facebook ads will allow you to efficiently manage your marketing budget.
Simple to use, the Google ads and Facebook business portals require however to define your marketing strategy beforehand. This work will be decisive to realize a correctly targeted campaign. A good management of the advertising budget also depends on it. We will come back to this subject in a future article, providing as much as possible a treatment accessible to most people.