Question

Consider that you are in charge of all paid search advertising through Google for your company. One of your colleagues is in charge of Instagram advertising. Your boss is in the process of putting together the marketing budget and has asked you to weigh in on how much should be allotted for Facebook advertising. He tells you that he feels that the organization’s funds would be better put toward increasing spending on Instagram as opposed to Google paid search advertisements. He says, “Pictures on Instagram are just more compelling than little blocks of text in a search engine’s results.” You couldn’t agree less with that sentiment, and you have the data to back it up.

How would you go about making the argument that Google paid search advertisements should receive more of the marketing budget compared to Instagram advertisements? What factors in your boss’s statement above are potentially not taking this into consideration?

What metrics would you use to help make your case, and how would you explain their relevance and importance?

  

  

Answer 1

Background

• Consider that I am in charge of all paid search advertising through Google for my company.
• One of your colleagues is in charge of Instagram advertising.
• Our boss is in the process of putting together the marketing budget and has asked you to weigh in on how much should be allotted for Facebook advertising.
• Our Boss tells us that he feels that the organization’s funds would be better put toward increasing spending on Instagram as opposed to Google paid search advertisements. He says, “Pictures on Instagram are just more compelling than little blocks of text in a search engine’s results.” I couldn’t agree less with that sentiment, and I have the data to back it up.

I would go about making the argument that Google paid search advertisements should receive more of the marketing budget compared to Instagram advertisements as below –

• Google search users are much larger than the instagram users in the world.
• The use of instagram is very limited and very often people use to visit instagram page, which Google page is live full day and night and all world level users usage the Google page.
• The advertisement impact of Google is much larger than the impact of Instagram.
• Google advertisement will have larger add benefit to our organization than Instagram padvertisement.

The factors in our boss’s statement above are potentially not taking this into consideration are as below

• The advertisement users for Google vs the users for instagram page.
• The market comparison of usage of Google vs Instagram.
• The popularity of Google vs Instagram. Google is known in whole world in fact it is the second name for internet. While instagram is very limited known in the market.

The metrics we would like to use to help make our case, and will explain their relevance and importance are as below

S	Google Metric	Instagram Metric	Relevance and Importance
1	Number of users in the world for Google	Number of users in the world for Instagram	It will show the number of users visits the site
2	Number of users visits Google / second	Number of users visits Instagram / second	It will show the rate of user per individual site
3	Number of Firms using Google for advertisement	Number of Firms using Instagram for advertisement	It will show market importance of the site.