Social media marketing and digital marketing in common parlance are often used as being coterminous to each other. To be precisely correct, social media marketing of all forms is to be considered digital marketing, but all digital marketing strategies do not conform to the idea of social media marketing.
Google advertisements fall under the broad category of digital marketing services, but it must not be by any means confused with social media marketing. This is the very basic idea behind every Google ads training program.
Fundamental areas in which Google ads differ from social media marketing
Google is a search engine, social media platforms are technically not. It is the user intent that makes Google fundamentally different from social media platforms, despite the fact that the latter is co-opting a few functions from the former.
The primary function of Google is to provide answers to the questions that Internet users are looking for, while social media platforms are for the purpose of sharing and exchanging messages.
Hence, the style of conducting marketing activities in Google is supposed to differ from that which would be applicable to social media platforms.
Google ads are purchase intent-oriented, and social media ads are not always
Social media advertisements act as crowd pullers primarily. While scrolling down through the social media news feed, an individual comes across advertisements. It does not directly translate into a conscious purchase decision always. However, when a user searches for a product on Google, it is automatically indicative of a serious purchase decision. For verifying the credibility of the organisation, and for knowing in detail about their services, Google is still the primary point of reference.
Google ads provide scope for measuring results, social media sites do not
Google Analytics provides the opportunity to track the progress and the success of a marketing campaign. Through that, the concerned organisation can estimate the return on investment, and depending upon that corrective steps can be taken likewise. This opportunity is not provided in social media sites. The number of reactions and comments on the posts are not enough to determine whether they would be translated into positive purchase decision.
Google ads require technical expertise, social media marketing not so much
Programming and coding skills are required for running successful Google ads. Particularly, the knowledge of JavaScript is considered as important for creating the Google ads script. Such kind of expertise is not required for social media marketing campaigns. This is because Google ads are directly linked to the websites of the business organisations, while that is not necessarily the case always for social media campaigns.
Google ads offer limited scope for creativity, social media sites do not pose such restrictions
Given the fact that social media advertisements are meant for attracting the crowd, the scope for creativity, being expressive is present. In Google ads, display and text ads are the only means by which people must connect to the audience. Hence, a high level expertise is very much required.
One must thus opt for a Google ads training course because of the unique nature of Google as a platform as distinct from social media ads.
Wrapping up
Both social media platforms and Google are novel in their own ways respectively. But it is important to harness the potential from all possible sources. In today’s market advanced marketing skills are high in demand, especially if they are coming with technical expertise. From among an end number of online and offline courses, a candidate must choose only certified and reputed institutions offering Google ads training in Kolkata itself.