This targeting strategy was paired

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Hacks When it comes to increasing conversion rates and lowering CPA, the unicorn of all conversion rate optimization hacks is to create brand affinity among your target audience, for your business. Quantifying the impact of brand affinity on direct response marketing is very difficult to measure, but this case study isolates a lot of the noise and illustrates the huge impact it can have on purchasing decisions. Larry Kim MEET THE AUTHOR Larry Kim Larry Kim is the founder of WordStream and CEO of MobileMonkey, a chatbot building platform. See other posts by Larry Kim

For small businesses with limited budget, it can be hard to decide how to distribute your advertising budget.

Money is tight, and a lack of time is often a problem. Worse still is when Benin WhatsApp Number you’re a new business fighting for visibility in the search results. My client Kerry’s Fresh, a local business offering fruit and veg delivery, wanted to increase their online presence, but also wanted to reach their financial targets. We had a hypothesis that Google search ads would be the better platform to capture leads compared to Facebook advertising. However, we were also interested in the additional value that could be gained from Facebook advertising, such as Facebook page likes and brand awareness. In this case study, we will explore whether it’s worth investing in both search ads and Facebook ads for a small local business like this.

Note that these platforms are very different in nature, and a like-for-like campaign is not possible, but we’ll still attempt to compare costs and results. facebook vs. google for small business The Scenario The data we will be looking at is over six months, from 1st April – 30th September 2017. The objective for both platforms was to gain website transactions. For our Google search ads, we focused on keywords with high intent. As this is not possible on Facebook, we set careful audience targeting based on customer personas, to show our ads to users who were most likely to convert.