The internet is a tool that has made life easier for Brazilians and is increasingly present in daily life. 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 an average of 9 hours and 13 minutes per day. In addition to chatting with friends and family, working, watching movies, and staying updated with the latest news, the digital environment is also used for the consumption and purchase of products and services, fostering business.
The Digital Marketing and Sales Maturity survey in Brazil, conducted by Resultados Digitais, Mundo do Marketing, Rock Content, and Vendas B2B, found that 94% of Brazilian companies choose digital marketing as their growth strategy. Meanwhile, data from the Empowered Consumer survey conducted by Accenture in 12 countries indicate that 75% of consumers complain about excessive advertising, which is one of the reasons for abandoning online shopping.
It is certain that most consumers seek information about products and services they wish to purchase on social media, confirming that advertising on the internet is essential for any business today; however, it is crucial to create assets in a creative and assertive manner. "Today, consumers research extensively before making a purchase and already know if the offer is truly attractive or just a lure. This can even lead to frustrations and turn the desire to buy into a complaint about deceptive advertising," advises Filipe Adam, CEO of Rocketship, the leading national paid traffic agency.
Social Media or Google: Which Works Better for Advertising?
The two possibilities work together, and it is always recommended to use both. For those who already know your brand and are looking for a good time to buy one of its products, Google is essential. "In Google Ads, the focus is on the user's intent, reaching them at the exact moment they are actively searching for products or services like yours," teaches Mikhael Chrum, head of the paid traffic agency Rocketship. "In Google Ads, you also find formats such as search ads, which appear in Google's results when the user searches for keywords related to your business," he mentions.
Facebook, Instagram, or YouTube use a moment of distraction from the future customer to show an opportunity, that is, they interrupt a task of the consumer. "On social media, the strategy focuses on sparking the user's interest and curiosity, even if they are not directly searching for your offer," clarifies Mikhael. "In this space, the variety of formats is one of the strengths, with ads in video, image, carousel, and stories that adapt to the dynamics of each platform," concludes the head.
For 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 the performance of your business' ads
Good offer:“The basis of any sales campaign is an offer that really stands out. Exploring progressive discounts, exclusive bonuses and free shipping to attract the public’s attention is important. Offers need to add value to the customer and convey the perception that the price is very low for what is being delivered,” advises the expert.
Good communication:“You also need to communicate your campaign effectively. Using creative ads and engaging language to spark the public’s interest and curiosity. Telling stories that connect your brand with consumers and convey the campaign message in a clear and memorable way,” he points out.
Data clarifying decisions:“It is important to closely monitor the performance of your campaign through data analysis tools. Monitor metrics such as click-through rate, conversion rate and return on investment to identify what works and what needs to be adjusted. These insights will be used to optimize your campaign in real time and achieve the best results”, concludes Mikhael Chrum.
