Unleash Your Advertising Potential: Google vs. Insta, TikTok, and New Platforms

3 Jan 2024 · 1 min

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0:40

In a brief dialogue, Speaker A asks whether Google and YouTube remain attractive advertising platforms compared to Instagram, TikTok, and other emerging channels. Speaker B responds with a strategic framework: prioritize direct‑response, bottom‑of‑funnel campaigns that capture existing search demand, using Google Search ads when there is search volume because they efficiently place ads before users actively looking for the product. When no search volume exists, advertisers must shift to demand‑creation tactics on platforms like Meta (Instagram) and YouTube, which involve generating their own traffic and are generally more expensive. The discussion highlights the trade‑off between demand capture (low‑cost, high‑intent) and demand generation (higher‑cost, proactive).

Chapters

So is Google and YouTube still an attractive platform when you compare it with Insta ads, TikTok ads, and all these new platforms out there?
It depends. My, my, my suggestion would be to people is what platform would you look at? It is start with the most direct response, bottom of the funnel first, if there is existing traffic for it. So one is creating demand, one is capturing demand. If there's, if there's demand to be captured, Google absolutely pay $3 to be put in front of a person looking for a product like yours makes the most amount of sense in the world. If, if there is no available search volume, that's when you have to do the meta ads. You have to do YouTube and you have to be more proactive. You have to do you have to generate your own traffic that is much more expensive.