Aaron Young says e-commerce marketers should use both Meta and Google Ads, not pick one. Jeep parts need 80% Google spend because people search for them; fashion labels flip it, spending mostly on Meta with just 5-10% on Google. Your product type and how customers find it should determine your budget split.
When it comes to e-commerce, the question isn't should you be using Meta or should you be using Google Ads. The question is actually what is the right mix for you and your business? Because the reality is, is that you need to be using both platforms. Anyone who says that you should only be using one of those platforms is probably not someone that you should really be listening to. The reason for that is because especially when it comes to e-commerce, you really need to think about the buying behavior of your users, so your ideal customers. And it really comes down to your product. Now, in this short video, I'm not going to be able to give you the full breakdown, but I want you to think about it like this. If you are in a highly searched-based product, so let me give you an example. We've got some members inside of Define Digital Academy right now. They sell Jeep parts, and the actual user that is going to be finding their parts is generally doing a very, very specific search. They know the exact part that they need. They know the dimensions. They know the brand. So they spend up to about 80% of their total budgeting spend on Google Ads. It gives them the best results and it's driving their incremental growth. Whereas we've got another brand that only spends about 5 to 10% on Google. And the reason being is because they are a fashion label, and for them, all they want to do is they really want to make sure that Google is catching those searches, so the demand that is driven from mainly from Meta and that they're catching and not missing any of those searches. Now, inside of the Google Ads account, we've also taken a little bit further and reaching, creating some demand inside of YouTube. But as a Google Ads first, we're not an agency, but Define Digital Academy, we're totally okay with that. So the key message is, is if you're running e-commerce, you need to really firstly understand the mix that works best for your business because it's not about whether you should be using Google or whether you should be using Meta. It's What is the right level that you should be spending on both of those platforms to get the best results for your brand?
