The right mix for advertising on-line: AdWords, Facebook Ads and brand-oriented campaigns

In managing the promotional budget of some customers (for which I am responsible for planning advertising campaigns in various media on-line) I feel very often do the following question: "but why not spend your entire budget on Google?" In this article I will try to answer, once and for all, explaining why such questions, in my opinion, studying a mix of online media is always the best choice rather than focusing solely on the Google AdWords product.

The most difficult thing to explain to a customer is that, in planning an advertising campaign on the Internet, the factors to consider are different and all worthy of attention: the SEM campaigns (Search Engine Marketing) by AdWords performative generalmene rather well but are not always the right choice (or the only choice) for a correct evaluation of a company. By purchasing the right keywords on AdWords is almost certainly a good return in terms of registrations or sales ... but the '"action" is really the only purpose of a marketing campaign?

We seek to deepen the discussion, but first of all, try to understand why AdWords "sells more".

The strength of AdWords

Through AdWords, as we all know, you buy keywords on Google searches in order to get targeted traffic of people really interested in our products or services: the user, in fact, is presumed to be interested in an offer on a search of his own performed. But there more ...
The user's interest, in fact, is not only "real" but also, most of the time, "present": It is assumed, in fact, that the user (for the purposes of commercial speech, of course) to conduct a search for an asset (be it a product or a service) when they feel the need to satisfy a desire or a need. This is why planning is on average much more about AdWords performance of other online advertising! The user makes into a search, displays strictly commercial offers related to your search, click, and (if a number of factors are met) carry the action desired marketing.

Let's take an example: With the approach of summer Mrs. Claudia decides to go on a diet and, to begin his path, he decided - as do many people - to trust a search on the Net we will go on Google and Claudia would type something like "slimming"

As we can see from the screenshot the keywords in the subject is full of advertisers. Ipotiziamo that our user focus their attention on one of the paid advertisements. After clicking the Claudia will be found on the website of a company allegedly specialized in the sale of dietary products or specialized services (such as, for example, aesthetic and slimming treatments or medical advice aimentari). At this point it is very likely that our Claudia (if convinced of the goodness of the product / service offered, and if willing to pay the price) to conduct the marketing action desired.

Mrs. Claudia, in fact, not only has a real interest but also, and above all, a present interest. To put it another way: is not interested in abstract and general weight loss, but it is already determined to undertake an activity weight loss!

From the simple example I proposed can be inferred with relative ease, the true strength of AdWords: business to companies that provide space porpongono their products / services to interested users and, often, already prepared for action.

Fantastic you say ... and how to blame you? but sometimes some further reflection helps to see things from another point of view ...

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