Performance marketing expert Eyal Gutentag points to five main benefits of performance marketing over traditional marketing:

1. You Can Track Performance

Imagine being able to know exactly how many people visited your website after seeing your advertising. Or determining which of two different messages are more effective in attracting website visitors. That kind of measurable results is what you get with performance marketing. By tracking metrics such as impressions, clicks and conversions, you can make sure you are getting the right ROI.

2. You Only Pay For Results

With traditional advertising such as on the television or radio, you pay for airtime. People will see or hear your ad, but it’s hard to track how many of those convert into actual sales. It’s also hard to target your ideal customer, so you end up paying for messages delivered to many people who will never buy from you.

Programmatic advertising, or online digital ads, can be targeted to just the audience likely to buy your product or service. So you aren’t wasting ad dollars paying for baby food ads to be delivered to senior citizens.

3. You Can Reach New Audiences

With so many formats to choose from – social media, programmatic ads, native advertising, search engine marketing and video – performance marketing can get your brand in front of different audiences. Different platforms can introduce you to a whole new audience. Different platforms can introduce you to a whole new audience and break your echo chamber.

4. You Can Change The Campaign

Digital ads can be changed at any time. For example, if you have two ad messages and one is performing much better than the other, it’s relatively easy to change the messaging during the campaign. If you have ads on multiple platforms, you can see which ones are more effective and change your focus without incurring many costs.

5. Budgeting Is Easy

With performance advertising, you set the amount you plan to spend for the campaign and your ideal cost per action. For example, if you have a goal of 5,000 website visits and you intend to pay $.40 per click, then your budget is $2,000. You only pay once those goals are delivered.

If you are looking to boost your advertising efforts to get results, performance marketing may be the right option for you.

Also Read: Is Audit Management Software Beneficial For Your Business?

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Though it might be hard to believe, one platform is not snecessarily better than the other. That said, you might find that one of the two solutions is more equipped to adapt to your clientele and the company’s needs.

Each of these platforms offers excellent results in the world of online advertising.

So what should I choose? Google or Facebook Ads? We’re here to help you find out.

Define Your Goals

Before you decide, there are several criteria to consider. Start with a list of your goals so that you can get to know your company’s needs.

Are you opting to advertise online so you can generate more traffic to your site? Are you looking to gain new customers, open the path to new possibilities, or get more calls from your prospects? Whatever your goals are, don’t let them out of your sight.

Below, we’ve compared the two iconic platforms of online advertising so you can look at everything clearly and make an informed decision.

Your Target

Successful advertising targets to the relevant people. Reaching the wrong people is both useless and counterproductive for you. You’ll be investing in completely ineffective publicity.

The first question you need to ask yourself is, therefore, who are my future clients? The goal is to study their habits to know which platform and means of communication will be the most effective for targeting your clientele.

The first question you need to ask yourself is, therefore, who are my future clients? The goal is to study their habits to know which platform and means of communication will be the most effective for targeting your clientele.

Ask yourself the questions, does my customer type search for products and services on Google? What social media networks do my prospects use?

As for Google Ads, campaign targeting is based on keywords. You, therefore, need to choose the search terms you want your ads to appear in. It is also possible to refine your target with geographical and demographical data.

For Facebook, there’s a different approach. The platform lets you target the profiles of different types of users who match your ideal clientele. To do so, the network uses the data of registered users and subsequently organizes them based on several criteria, such as their interests, behavior, or geographical area.

The Set-Up

Depending on what you’re looking for, how easy it is for you to set up a campaign could entail an important factor.

Google Ads campaigns have the advantage of offering a pretty fast and flexible set-up. This can be a plus if you want to use this platform to advertise for a special occasion. Certain keywords are more effective than others, depending on the time of year.

As for Facebook Ads, the process of setting up an ad campaign is more of a long-term thing. Though you can get your campaign up and running rather quickly, these campaigns require more work and foresight, particularly when it comes to targeting, formatting, and visuals.

The Cost

Both Facebook Ads and Google Ads operate on a pay-per-click basis, meaning that every time a user clicks on your ad, it costs you money. The prices, therefore, vary quite a bit on both platforms.

Despite that, as a general rule, Facebook tends to offer more affordable prices. Though this is just a suggestion and will depend on your desired results, for companies with smaller communication budgets, Facebook Ads tend to be a wise choice.

Also Read: The Basic Aspects Of The Business Digitization

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