If you're also trying to advertise your online business, there are expected to be countless questions about getting into this position at the beginning.

Which platform should I go to to run ads on?

Which ad is better for my business?

Which ad is better for my product?

Which ad is better for my business model?

How do you maximize your conversions and keep your budget to a minimum?

Today Jason will help you do a full anatomical analysis, read this article, I hope you will have a clear online promotion ideas.

First of all, Jason wants to emphasize that for B2B companies, if you want to run an ad, you have to know what your budget is to get an inquiry from the ad.

What value might this inquiry bring you? is the customer's value potential assessment.

Only by making these things very clear can you not spend money or spend money indiscriminately when you advertise.

Here's a few things to figure out:

What is the amount of advertising consumed per month?

How much does it cost to get an inquiry?  

The real-time value of visiting the site's data.

Seeing this account, the cost of obtaining an inquiry is still relatively low, and the return on investment is very considerable.

So today is mainly about the new B2B enterprises to do digital advertising, at the beginning of the limited budget, whether to do Facebook advertising, or google advertising first.

At this point, Facebook is easier for nods, and Facebook ads are more accurate for targeting people's portraits.

For example, the user's interests, age, gender, occupation, family, educational background, income level and other dimensions of information, are more accurate.

Google's words, then, are less accurate for user portraits. Dimensions such as user portraits and hashtags of interest are less precise than Facebook's.

Including the beginning of the establishment of data monitoring operations will also be relatively complex, because there are more things to connect, connect Google sharch concole, connect google analytics, connect google ads, youtube, etc. , all have to be connected together to do data tracking and data association, relatively cumbersome.

It's a lot easier than Facebook and Instagram.

A lot of people ask, how do I choose Facebook and Instagram?

This doesn't have to be tangled, they're a company platform. In the ad delivery time, but also can be in the same background operation, nothing but the issue of whether to run or not to choose.

As long as the audience selection is clear, it can be delivered in one go. Facebook then conducts AI analytics based on the data it serves, which will automatically help you optimize your ad delivery and match your money. Where the conversion rate is higher, which platform will get more budget, and by the same to which ad group has a higher conversion rate, it will get more budget. The final overall budget is well planned on its own.

Advertising creativity, relatively also Facebook's comparative advantage.

The content form is also more flexible, can be in an ad group to serve pictures, video and other forms.

However, Google ads, the classification will be relatively clear, keyword search ads are mainly text-based, video ads are basically placed on Youtube, display ads, basically based on Google's website alliance.

In the same platform can not be loaded at the same time pictures, load video, load text, more can not be multiple forms of content in an ad and ad group at the same time. Facebook has the upper hand in content creativity.

At this point, of course, Jason also feels that Facebook has an advantage.

It is because the user's portrait is very accurate, the user's label is also very accurate. And the system tracks the behavior of each ID based on each user's habits.

For example, similar crowd portraits, he can be very precise to find similar groups of users, through AI intelligent matching and recommendation, before the link. The calculation mechanism and portraits are undoubtedly at the heart of Facebook's technology.

What do you mean quantify? For example, if you invest 10,000 yuan in advertising and get 20,000 visitors to the site, and so on, if you invest 100,000 yuan, you can get 200,000 visitors?

Most people must think so. In fact, in the process, there will be very complex machine algorithms.

In terms of this quantitative stability, I personally think Google is more dominant.

More people at Google are searching to see your information. Google adds users to its interest database whenever they search for keywords.

For example, if you recently fell in love with photography, you will search the search engine for photography-related keywords, this time Google will determine that you are now interested in photography, so the machine will give you some content and information about photography.

Instead, Facebook is more recommended based on your user interests and similar people, a more passive way to accept.

Because the user's portrait is interested in photography, so the push information is photography-related information, or have related hobbies of some users.

But there is no way to achieve absolute accuracy in this recommendation.

But Google above is the user search for this keyword, the machine can be very accurate to understand what you want to know. For example, if users search for "photographic equipment" and "photographic books" are certainly completely different needs, Google can be a good distinction between your needs, and Facebook's recommendation mechanism, may be recommended to you all. So Google is more certain and stable when it's quantified.

Friends who run ads should be aware that when your ads run a certain cycle, the ads will slowly show a downward trend, your ads are not performing well, conversion is not high.

At this time our usual practice is to do a new advertisement to give our users a sense of freshness.

New titles, new content, so users don't get tired of it.

You recently saw this ad in WeChat's circle of friends, basic Jason's circle of friends has been marketed.

But if merchants don't change the content of their ads, the life cycle may be coming.

Because users are tired of watching, they are too lazy to comment.

Less user interaction, WeChat platform to this ad display strength will also come down. (WeChat's recommendation mechanism is the same as Facebook's)

But for Google's ads, basically the ads are set up and can run for a long time.

As long as the keyword-ad-landing page is exactly matched, as long as the ad's display score is good, the basic problem is not great.

And the search for people is constantly replaced, always able to keep fresh.

By reading this, it's not hard to understand the advertising logic of both Google and Facebook. Facebook's ads are mandatory for you when you're brushing your circle of friends.

When you see ads you don't like, users will swipe through and even choose not to receive them.

Platform in order to win more users' browsing time, will also recommend different, more novel ads to users.

Google's search methods, affiliate display methods, Youtube's insertion ads, are all ways users can't choose to float by. So for the stability of advertising exposure will have a better guarantee, there will be better, longer continuity.

Any business, any business that wants to expose itself, will consider using Google, Facebook, Youtube and other channels to promote.

This will produce a lot of competition, competition behind the resulting advertising prices are also rising.

Because just said, Facebook ads entry threshold is still relatively low, the operation is relatively simple, so the competition in these two years can be said to be quite fierce.

Compared to Google's advertising methods, you can reduce the cost of getting traffic by managing and classifying keywords.

After all, traffic accuracy is also critical for B2B businesses.

Then there are Youtube ads, which are currently running at a relatively low cost, and B2B companies may want to give it a try.

There is nothing more important to B2B's business.

The Internet itself is a C-side traffic site.

Class B buyers are just the most inspicuous part of the sea. Because there is no specific portrait can accurately track this part of the population.

For example, an American uncle in his 50s could be a big buyer of Women's Underwear products in the United States. Women's underwear and greasy uncles can't be linked. People are just doing this business.

So Google's keyword search method can solve this problem.

Of course, for C-side retail sellers, Facebook's accurate user portraits, can be very good in the early stages of advertising to do accurate user delivery. So, this dimension, I think, depends on your business model.

B2B business, Google advertising has an advantage; B2C business, Facebook advertising slightly better.

First of all, Facebook, Facebook's advertising has been relatively strict. For example, the picture above can not have too much text, can not put the product before and after use of the comparison chart and so on, once your ad violated his rules, it is possible to close your advertising account directly.

Compared to Google, it's not that strict.

Ad settings if there is no special violation of keywords, video does not have too much screen, basically can be released.

Okay

After talking so much, finally chat about everyone's most concern, in the end my business model is best suited to do that form of advertising ah?

In fact, to see the friends here, should also have their own judgment.

If you're in the e-commerce business, it's recommended to run both Facebook and YouTube.

Whether it's retail or small B wholesale, as long as it's selling inventory and online orders, it's e-commerce, it's suitable for Facebook, it's also suitable for YouTube.

The key is to drain independent station to do the transaction conversion. Suppose a user sees your product ads on Facebook but doesn't go to your site, and you might see a short video of your product on Youtube, linking to the site to form a conversion.

Often, transformation is based on multiple marketing.

If you're a factory friend and your product favors industry, Google is definitely the best choice. Products tend to fast-kill class, life class, it is recommended to invest in B2B platform. Regarding the advantages and disadvantages of B2B, today's article does not focus on the explanation, the follow-up opportunity can be written a separate blog.

Why is Google the best channel for factories of industrial products?

1, keyword search precision, traffic professional, general retail buyers will not come to find such products.

2, low running costs, now online advertising is basically bidding-based, the more popular industries, the more intense competition. But industrial products are often brand side, factories, traders in the promotion, relatively stable competition.

3, hide the big customer. Google is not an e-commerce platform, and retail buyers are relatively un-concentrated. And big buyers often need to do a comprehensive understanding of suppliers. Production strength, product advantages, service levels and other dimensions of consideration. Often this kind of buyer likes to look at the corporate website through Google, do the overall assessment.

Okay

That's all you have to say today!

I want to see my friends pay attention to me. I will work harder to produce more high-quality content.

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