The difference between these types of online merchants is that while the former essentially just captures demand that already exists. the latter must first create demand for their goods.
Some advertisers rely on Google’s potential for 90% and use Meta for retargeting and basic promotion. while others run 90% of their advertising activities through Meta and only use Google to track brand demand and major comparison shopping.
Why are only these two advertising
Platforms mentioned here? Because it is not desirable to spread your budget across as many different channels as possible. especially if it is new and you have not yet proven similar tactics.
Many companies and businesses run successful advertising campaigns on both platforms. They take advantage of the high search volume for their products while also being able to entice consumers to make a purchase with highly appealing visuals.
Lead generation
For Lead Generation PPC campaigns. first find out if users are already searching for what you offer on Google. If so. start your campaign there. If not. focus on Meta and start filling the imaginary funnel from social media.
Sometimes it’s good to support the performance of Google campaigns with paid advertising on social media . especially to ensure retargeting and at least some search volume.
If you’re selling a new product or service that’s not yet in demand. start your paid advertising campaign on social media first. where it’s much easier to reach users and cheaper. These visitors may not be as valuable to you as potential customers searching on Google. but it’s a good starting point.
Advertising budget allocation based on performance
If you’ve had an ad account for a phone number database while. you know which of your campaigns are performing best. This could be a specific product line. exceptional services. local targeting. and more.
And this is where you need to “pour” the largest part of your budget. Don’t try to divide it evenly across all channels and levels. This is especially true for automatic algorithmic campaigns like Performance Max or Advantage+.
It is important to recognize the threshold beyond which the increasing share of ad impressions increases costs disproportionately while the quality of new customers decreases. Bots start looking for less valuable conversions and very easily drain the budget to zero.
So how much budget should the election of any pontiff you set for your campaign to ensure more conversions? Google recommends a fairly wide range. from 5 to 15 times the target CTA. It works similarly with Meta.
Which is usually not realistic. especially for beginners. but often all it takes to improve is to simply give it time and learn from your mistakes.
Never combine different business goals in one campaign.
Create a specific campaign with its
- Are there municipalities and regions that you can serve from one location?
- Do you offer different usa lists product lines with different margins and profits?
- Do you have different subscription levels for significantly different audiences?
Take advantage of the campaign with a separate budget or at least their own key performance indicators (KPIs).
