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DIGITAL MARKETING NEWS

Search Marketing – Still the King!

When we hear about brands spending more money in digital we might think of Facebook – but Google still reigns dominant in online advertising.

Facebook vs Google

Google accounts for 40.7% of digital ad revenue in the US, whilst Facebook makes up less than 20%.

So which one should you choose? It depends on objectives, plans and strategy.

Being a strategist, as a rule of thumb I suggest Online Circle Digital’s clients to follow the Demand Creation/Fulfillment Rule.

If your product or service needs to create a demand (including interest or trial) Facebook might give you a better return. It requires a balance of Reach and Frequency (SMK users can download a guide for free here)

If your product or service needs to fulfil a current demand, Google Search Marketing might give you a better return.

You will notice I use the word “might” because there’s no one-rule that fits all needs. However the above information is a great starting point.

How can AdWords work for me?

The AdWords program enables businesses to set a budget for advertising, and only pay when people click on the ads. The ad service is largely focused on keywords.

There are many specialist agencies and professionals that can help you with your execution. I have noted a few tips below on how to make it work better for you:

#1: Create a list of Keywords – don’t just worry about the volume of keywords, but think about the variables that your customers could be Googling.

#2: Include a Landing Page on your website – make sure if your ad is about product X, they land in a page explaining product X. Try to avoid generalising.

#3: Ensure you have a mobile-ready website.

#4: Be creative with your ads – it’s an ad after all! It doesn’t need to be blunt.

Good luck!

ABOUT THE AUTHOR
Lucio Ribeiro, is a co-founder and lead strategist of Online Circle Digital where he works with Fortune 500 brands in developing their digital marketing strategies and execution. He is considered a thought leader on digital marketing; authoring articles in digital innovation and strategy, speaking at seminars and judging global awards.

 

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March's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST
  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.
Weekly Technical Labs: Google Analytics 4 on Wednesdays from 1 pm – 2 pm AEST
  • Technical Labs explore the technological process and workflows related to key digital marketing activities.
SEO Made Easy Masterclass on Thursdays from 10 am – 12 pm AEST
  • Module One: 2024 Search Engine Optimisation (SEO) Trends, Challenges and Opportunities
  • Module Two: Understanding Technical SEO, User Experience & Google Search Console
  • Module Three: On-Page SEO, Website Copywriting & Content Marketing
  • Module Four: Off-Page SEO, Local SEO & Google Business Profile Optimisation
Digital Marketing Evaluation Masterclass on Fridays from 11 am – 1 pm AEST
  • Module One: 2024 Ads Trends, Landscape and Opportunities
  • Module Two: Social Ad Reporting, Evaluation & Campaign Optimisation
  • Module Three: Advertising Strategy, Targeting & Campaign Planning
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