Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Return on Investment of Display Advertising: Google Ads vs. Facebook Ads

Return on Investment of Display Advertising: Google Ads vs. Facebook Ads
View Sample PDF
Author(s): Joana Balça (IPAM, Porto, Portugal)and Beatriz Casais (School of Economics and Management, University of Minho, Portugal & IPAM Porto, Portugal)
Copyright: 2021
Pages: 13
Source title: Handbook of Research on New Media Applications in Public Relations and Advertising
Source Author(s)/Editor(s): Elif Esiyok (Atilim University, Turkey)
DOI: 10.4018/978-1-7998-3201-0.ch001


View Return on Investment of Display Advertising: Google Ads vs. Facebook Ads on the publisher's website for pricing and purchasing information.


This research compares the effectiveness of display advertising using Google Ads and Facebook Ads, regarding the outcomes both in digital interaction and conversion metrics. The business manager's perception of profitability is also studied and compared with digital analytics. The authors selected the case of a specific company and researched the attraction of consumer attention of display advertising using both tools in two different markets – Portuguese and Argentinean. The authors conducted digital analytics of the outcomes of advertising campaigns and analyzed an interview with the manager of the studied company. Findings illustrate that Facebook Ads is the most profitable platform for the company, and Argentina is the market that generates higher return in this tool, comparing with the Portuguese market. However, both platforms complement each other in different conversion metrics. Manager's perceptions may not be aligned with the evidences of digital analytics, leading to incorrect decisions.

Related Content

Joana Balça, Beatriz Casais. © 2021. 13 pages.
Hande Emin Benli. © 2021. 19 pages.
Erman Benli. © 2021. 13 pages.
Mikail Boz. © 2021. 16 pages.
S. S. M. Sadrul Huda, Afsana Akhtar, Md. Humayun Kabir, Omar Faruq. © 2021. 38 pages.
Derya Nacaroğlu. © 2021. 20 pages.
Pelin Ozgen, Amir Behrad Mahmoudian. © 2021. 12 pages.
Body Bottom