Social Media or Google: what is the best place to advertise your services?

The internet is a tool that has made life easier for Brazilians and is increasingly present in everyday life. According to the Global Digital Report 2024, published in partnership between We Are Social and Meltwater, Brazil is the second country where users spend more time online, a daily average of 9h13. In addition to chatting with friends and family, working, watching movies and staying on top of the latest news, the digital environment is also used for the consumption and purchase of products and services, fostering business.

The survey Digital Marketing and Sales Maturity in Brazil, conducted by companies Digital Results, Marketing World, Rock Content and B2B Sales, found that 94% of Brazilian companies choose digital marketing as a growth strategy. However, data from the survey The Empowered Consumer, made by Accenture in 12 countries, indicate that 75% of consumers complain about excessive advertising, which is one of the reasons for the abandonment of online shopping. 

Admittedly, most consumers seek information about products and services they want to purchase on social networks, confirming that advertising on the internet is essential for any business today, however, it is essential to create assets in a creative and assertive way.“Today, consumers search long before buying and already know if the offer is really attractive or just a decoy. This can even generate frustrations and turn the desire to buy into a complaint about a misleading advertisement”, guides Filipe Adam, CEO of Rocketship, the main national paid traffic agency.

Social Media or Google: which works best for ads?

The two possibilities work together and it is always indicated to use both. For those who already know your brand and look for a good time to buy a product from it, Google is essential. “In Google Ads, the focus falls on the user's intention, reaching him at the precise moment when he actively searches for products or services like your”, teaches Mikhael Chrum, head at the paid traffic agency Rocketship. “In Google Ads you also find formats such as search ads, which appear in Google 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, interrupt a task of the consumer. “In Social Networks, the strategy focuses on arousing the interest and curiosity of the user, even if he is not directly seeking for his 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“o Google Ads also offers the option of social media ads, allowing the entrepreneur 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. Explore progressive discounts, exclusive bonuses and free shipping to attract the attention of the public is important. The offers need to add value to the customer and pass the perception that the price is too cheap 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 arouse the interest and curiosity of the audience.Tell stories that connect your brand with consumers and convey the message of the campaign in a clear and memorable”, 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.