Consider that you are in charge of all paid search advertising through Google fo

Question

Consider that you are in charge of all paid search advertising through Google for your company. One of your colleagues is in charge of Instagram advertising. Your boss is in the process of putting together the marketing budget and has asked you to weigh in on how much should be allotted for Instagram advertising. He tells you that he feels that the organization’s funds would be better put toward increasing spending on Instagram as opposed to Google paid search advertisements. He says, “Pictures on Instagram are just more compelling than little blocks of text in a search engine’s results.” You couldn’t agree less with that sentiment and you have the data to back it up.

a.) How would you go about making the argument that Google paid search advertisements should receive more of the marketing budget compared to Instagram advertisements? What factors in your boss’s statement are potentially not taking this into consideration?

b.) What metrics would you use to help make your case, and how would you explain their relevance and importance?

Please answer both a and b in detail. Thank you!

Explanation / Answer

A) Google is a search engine used by potential consumers when they want to try the product of a company. Nobody will go to instagram to search for a product. The number of visitors in google is significantly more than the number of visitors in instagram. So, there also, you have more visibility. The boss is looking only into the appearance of the advertisemnets, but he is failing to understand that the good looks of advertisements are not enough to lead people into the company website and buy things. Google is also a trusted search engine and people really tend to click on the advertisements shown in the search engine. This has got more productivity than a simple instagram picture. If the website is designed attractively, once if a potential costomer clicks the ad, the company can showcase products in many compelling ways in the home page of the website itself

B) The major metric that can be used is the cick through rate of the advertisement. This is the number of clicks (visitors) to site per viewer. This will be maximum for google advertising.

Also, the viewership will also be high for google advertising.

The texts shown can also reveal important information which will be captured when people are searching for a product. If the keywords are given properly, a text advertisment of google shall show up to viewers while searching. But instagram advertisements wont show up in search results. So, it is more important to have google advertisements.

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