Online Advertising

There are many types of online advertisements. For most businesses, Google and social media ads take up the majority of resources. Of course, we will also conduct specific analyses based on the actual situation.

1. Global Advertising Market Share

In the global market, more than half of the advertising market in 2022 was dominated by Google. In the two largest categories, Search Advertising and TV & Video Advertising, Google holds a dominant position. This is thanks to Google’s excellent platforms, whether it’s Google Search or YouTube, both of which offer outstanding user experiences and algorithms that continue to improve. With the introduction of new AI search capabilities, Bing might threaten Google’s dominance, but as of May 2024, Google holds a market share of 90.91%, surpassing Bing’s 3.64% by 25 times. The third largest category, Digital Banner Advertising, is also a primary battleground for Google.

Other categories are consuming the remaining smaller market share. Direct Messaging is a primary advertising model for social media, but social media mainly serves as a transition medium (driving traffic to websites). Therefore, the construction of websites remains crucial as the landing platform for advertising campaigns.

2. Google Advertising

Given the current landscape, Google Ads is a necessary investment for most businesses. As the global advertising leader, Google Ads offers a comprehensive experience. You can clearly see where every penny is spent, and the backend provides detailed data. However, integrating, understanding, and optimizing hundreds of data points can be challenging for most businesses.

To maximize conversions, you need to:

Knowledge Level:

  • Understand the culture of the target country to ensure that ad groups are created with full respect for local customs and sufficient localization.
  • Have a thorough understanding of local competitors in your industry. Referencing, optimizing, and surpassing them is a must.
  • Perform SWOT and PEST analyses to ensure your product or service is competitive. Avoid waste and emphasize strengths while mitigating weaknesses in your messaging.

Technical Level:

  • Understand the underlying logic and algorithms of Google. While programming skills are not required, staying updated with Google’s changes is crucial.
  • Carefully refine your wording. International advertising differs significantly from domestic advertising, and the nature of the content varies greatly.
  • Ensure sufficient automation. The ad platform should allow customers to achieve their goals in no more than two clicks.
  • Be highly sensitive to data, understanding the meaning behind the numbers through data analysis to facilitate continuous improvement.

These methods are the result of over a decade of managing billions in advertising spend. Each sentence could be expanded into tens of thousands of words. Therefore, entrusting us to manage your advertising might be the most cost-effective decision you can make.

3. Other platform

In addition to Google, other channels such as Bing, DuckDuckGo, Yahoo, and in-app advertisements are also used in certain situations. For example, in the European and American markets, Bing holds more than 50% of the market share. In Russia, due to policy reasons, Google is banned, and Yandex holds over 90% of the market share. Whether to use these other platforms and the proportion of investment will be adjusted based on actual conditions.

4. In the end

Overall, Google Ads is the most important platform for most businesses. However, some companies may allocate more resources to other channels due to the specific nature of their industry or products. We will create long-term strategic plans and short-term execution plans based on the actual situation. If you have any questions, please feel free to contact us.