Abstract:
The aim of the research was to conduct a practical comparison between Google Ads and Meta Ads advertising platforms using one type of ads, which is to drive more traffic to the landing page of the official blog of Haraj-plus.sa website. The blog contains a marketing content about Haraj-Plus application in its two versions; Google Play Store for Android devices and App Store for iOS devices. The researchers used two advertising experiments on each platform, and the adoption of analysis and measurement tools for each platform, in addition to Google Analytics, to collect data and make comparisons by adopting specific KPIs (Key Performance Indicators). 339 responded to Google ads compared to 372 meta ads. Both researchers used the analytics & measurement tools of each platform, in addition to Google Analytics to conduct the comparison by adopting specific key performance indicators. The researchers concluded the following differences between the two platforms: The costs on Meta Ads platform was low at about (225.70) SAR, while on Google Ads platform it reached approximately (751.95) SAR. Moreover, the conversion rate on Google Ads platform was 06s, while on Meta Ads platform it was 00s. Based on Google Analytics statistics for the two platforms, the researchers recommended using Google Ads to drive more website traffic in the KSA and making continuous improvements on the platform. As for the Meta Ads, the researchers recommended using it to increase brand awareness and reach the largest possible segment of the target audience in the KSA.
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