Social Media or Google: Which is the Best Place to Advertise Your Services?

The internet is a tool that has facilitated the lives of Brazilians and is increasingly present in daily routines. According to the 2024 Global Digital Report, published in partnership between We Are Social and Meltwater, Brazil is the second country where users spend the most time online, with a daily average of 9 hours and 13 minutes. In addition to chatting with friends and family, working, watching movies, and keeping up with the latest news, the digital environment is also used for consuming and purchasing products and services, fostering business growth.

The study "Maturity of Digital Marketing and Sales in Brazil," conducted by Resultados Digitais, Mundo do Marketing, Rock Content, and Vendas B2B, found that 94% of Brazilian companies choose digital marketing as a growth strategy. However, data from the "The Empowered Consumer" survey by Accenture, conducted in 12 countries, indicates that 75% of consumers complain about excessive advertising, which is one of the reasons for abandoning online purchases. 

It is certain that most consumers seek information about products and services they wish to acquire on social networks, confirming that advertising online is essential for any business today. However, it is crucial to create assets in a creative and assertive manner. “Today, consumers research extensively before buying and already know whether an offer is truly attractive or just a lure. This can even lead to frustrations and turn the desire to purchase into a complaint about deceptive advertising,” advises Filipe Adam, CEO of Rocketship, a leading national paid traffic agency.

Social Media or Google: Which Works Better for Ads?

Both options work in tandem, and it is always recommended to use both. For those who already know your brand and are looking for a good time to purchase a product from it, Google is essential. “In Google Ads, the focus is on user intent, reaching them at the precise moment when they are actively searching for products or services like yours,” explains Mikhael Chrum, Head at the paid traffic agency Rocketship. “In Google Ads, you also find formats like search ads, which appear in Google results when users search for keywords related to your business,” he mentions.

Facebook, Instagram, or YouTube use a moment of the future customer’s distraction to show an opportunity, meaning they interrupt a consumer’s task. “On Social Media, the strategy focuses on sparking user interest and curiosity, even if they are not directly seeking your offer,” clarifies Mikhael. “In this space, the variety of formats is one of the strengths, with video ads, image ads, carousel ads, and stories that adapt to the dynamics of each platform,” concludes the Head.

According to Mikhael Chrum, it is worth remembering that “Google Ads also offers the option of social media ads, allowing entrepreneurs to display their ads on YouTube, further expanding their reach and diversifying their strategy.”

Three Tips to Improve Your Business Ad Performance

Good Offer: “The foundation of any sales campaign is an offer that truly stands out. Exploring progressive discounts, exclusive bonuses, and free shipping to attract the audience’s attention is important. Offers need to add value for the customer and convey the perception that the price is very cheap for what is being delivered,” advises the expert.

Good Communication: “It is also necessary to communicate your campaign effectively. Using creative ads and engaging language to spark the audience’s interest and curiosity. Tell stories that connect your brand with consumers and convey the campaign’s message clearly and memorably,” he points out.

Data Clarifying Decisions: “It is important to closely monitor your campaign’s performance through data analysis tools. Track metrics such as click-through rate, conversion rate, and return on investment to identify what works and what needs adjustment. These insights will be used to optimize your campaign in real-time and achieve the best results,” concludes Mikhael Chrum.