In the world of advertising, there is no bigger trend than local advertising. Local advertising has been the banner ad of choice for decades, helping companies reach out to the local consumer base. In recent years however, the paradigm for online advertising in particular, has changed dramatically. Today, companies are spending a great deal of time and money on optimizing the online experience for local users, rather than just broadening their reach to the global community. While the two platforms are frequently positioned as competitors, in a practical sense, nothing can be farther from the truth.
Many companies are now leveraging the strengths of local advertising in Google and Facebook Ads to reach maximum exposure, drive leads and sales, adopting more innovative strategies that align with the nature of each platform. While the first two platforms offer a similar core set of features, they differ notably in how they administer and control local advertising. In Facebook's model, advertisers are able to choose the specific markets within their network where they would like to run ads. Advertisers then choose the specific demographics in which to advertise, in accordance with industry standards and local regulations. This flexibility allows users to create a custom online experience, designed to target a particular group of people in a particular location. Facebook offers advertisers the ability to manage their advertising budget in a number of ways, making it easy for marketers to evaluate their return on investment and determine whether or not local advertising is worthwhile.
Google Ads model.
Google's model is quite similar, in that users have the option to target local users only, within a predefined area. Unlike Facebook, however, Google does not have the option to manage an advertiser's campaign locally. Google offers advertisers a choice between pay per click advertising, where users are charged for every time their ads are displayed, or cost-per-impression advertising, in which a user is charged a fixed amount by clicking on their ads. Google's pay per click advertising program is known as AdWords, while Google's cost per impression program is called AdSense. In AdSense, advertisers are only charged when their ads are displayed, while in AdWords, the advertiser is only charged when someone clicks on their ads. The differences between these two different models have had a significant impact on the success of Google's advertising programs, leading many Internet marketing veterans to believe that the best alternative to both AdSense and Facebook is a hybrid system, that combines the best features of both.
Both the pay-per-click and cost-per-impression models provide advertisers with the flexibility to manage their advertising budgets and track their results using customized reporting and data tools. Each of these platforms provides better fit between the unique characteristics of the platform and the advertiser's requirements, but both are highly effective when used in conjunction with one another. These solutions provide a much better fit between the user experience and the requirements of the advertising programs that are being used.
The first step that any Internet marketer needs to take is to create an advertising strategy that focuses on the targeted audiences that you want to advertise to. This should be done before you begin working on a specific platform. When you have a firm understanding of who your target audience is, it makes it easier to build campaigns that reach these audiences directly. You can use search engine optimization (SEO) tools to generate the ideal set of keywords and ads that will appeal to the target audiences. A good example of this would be targeting the female audience that is more likely to purchase a laptop than men.
The next step is to use the tracking capabilities of the platforms to understand the behavior of your target audience and gain insight into what keywords or ads are performing well. When you understand how your audience behaves, you can fine tune the advertising plans accordingly. You can also learn about new advertising trends and new platforms that could benefit your company.
One other feature that most advertising platforms offer is the ability for users to let us know what they think of the ads. They allow users to post their comments on the ads and then other users can comment on the comments they've left. This can be a great way to get user feedback that can help improve the quality of the ads. On the other hand, not every user will be willing to post their honest opinion online. If you aren't getting good feedback from this way of letting us know what you think, you may want to look into alternatives.
When considering the various options for advertising your product or service online, you also have to consider the return on investment (ROI). How do you want to make money? Some Internet advertising platforms give you a flat fee for the clicks that your target audience will generate, but some charge a higher per-impression rate or a cost-per-sale rate. Look carefully at each option and choose the one that works best for your budget.