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Google Ads, Meta, TikTok, which Is the Best Way of Paid Promotion?

Author

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  • Adrian Serban Comanescu

    (“Ovidius”University of Constanta, Faculty of Economic Sciences, Romania)

Abstract

This paper explores the digital landscape shaped by tech giants Google, Meta (formerly Facebook), and TikTok, emphasizing their influence on information sharing, communication, and entertainment. A case study on Luxury Anis Srl, an e-commerce company, illustrates its strategic use of Google Ads, Meta Ads, and TikTok Ads from 2021 to 2023. The study delves into campaign types and their evolution, focusing on the pivotal Performance Max campaign. Key performance metrics, including Click-Through Rate (CTR), Conversion Rate, Cost Per Click (CPC), and Return on Investment (ROI), are analyzed. The study concludes with insights for future campaigns, emphasizing the importance of continual evaluation, adaptation, and strategic planning in the ever-evolving realm of digital advertising. The Luxury Anis case study showcases the significance of adeptly utilizing specific tools and understanding market dynamics for successful outcomes in digital advertising.

Suggested Citation

  • Adrian Serban Comanescu, 2023. "Google Ads, Meta, TikTok, which Is the Best Way of Paid Promotion?," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 562-568, December.
    • Handle: RePEc:ovi:oviste:v:xxiii:y:2023:i:2:p:562-568
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    More about this item

    Keywords

    e-commerce; online shopping; retail; social commerce;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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