1

DISSERTATION TITLE

By
Dibyojyoti Roy
Enrolment Number:
Roll Number:
Programme: BBA
Semester: 6th

Supervisor Name and Designation

Department of Management Studies

iLEAD
(Affiliated to MAKAUT)
in Partial Fulfilment of the Requirements for the
Bachelor of Business Administration

Month, Year
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DECLARATION OF ORIGINALITY

This is to declare that the work is entirely my own and not of any other person, unless
explicitly acknowledged (including citation of published and unpublished sources).

The work has not previously been submitted in any form to the Department of Management,
Institute of Leadership Entrepreneurship & Development or to any other institution for
assessment for any other purpose.

Name:
Enrolment Number:

Signed:
Date:
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ACKNOWLEDGEMENT

I take this opportunity to thank my faculty mentor Mr. SURAJ SHARMA, ILEAD for his
valuable guidance, closely supervising this work over with helpful suggestions, which helped
me to complete the report properly and present.
More importantly, his valuable advice and support helped me to put some creative efforts on
my project. He has really been an inspiration and driving force for me has constantly enriched
my row ideas with his vast experience and knowledge.

Specially, I would also like to give my special thanks to my parents whose blessings and love
enabled me to complete this work properly as well.

Name of the Student: DIBYOJYOTI ROY

University Enrolment No.: 28905021039

B.B.A (2021-2024)
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TABLE OF CONTENT:

CHAPTER NO. CHAPTER NAME PAGE NO.

Executive Summary 5

Chapter 1 Introduction to the Topic 6

Chapter 1.1 Industry Profile 7-8

Chapter 1.2 Company Profile 9-21

Chapter 2 Literature Review 22-23

Chapter 3 Project Objectives 24

Chapter 4 Research Methodology 25-26

Chapter 4.1 Nature of the Study 25

Chapter 4.2 Scope of the Study 25

Chapter 4.3 Sampling Procedure and Sample Design 25

Chapter 4.4 Method of Data Collection 26

Chapter 4.5 Limitations 26

Chapter 5 Data Analysis and Interpretation 27-36

Chapter 6 Findings 37-38

Chapter 7 Suggestions 39

Chapter 8 Conclusion 40

Bibliography 41

Annexures 42-43
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EXECUTIVE SUMMARY

This executive summary outlines recommendations for optimizing the

company's digital advertising strategy based on a comprehensive analysis of
customer feedback and platform performance.

Firstly, the data indicates room for improvement in customer support across
both Google Ads and Meta Ads. We suggest investing resources to enhance
responsiveness and quality of customer support services to boost overall
satisfaction.

Secondly, Google Ads outperforms Meta Ads in terms of reach and

effectiveness, making it the preferred choice for allocating a larger portion of
the advertising budget. However, Meta Ads excels in offering superior
consumer targeting options and transparency in reporting.

Balancing return on investment (ROI) and cost considerations, the company

should carefully evaluate which platform offers the best balance. While Meta
Ads may provide a higher ROI, Google Ads is perceived as more cost-effective.

To leverage the strengths of both platforms, we recommend integrating Google

Ads and Meta Ads into the advertising strategy. This approach ensures
diversification, mitigates risks, and maximizes reach and effectiveness.
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CHAPTER-1

INTRODUCTION:

COMPARATIVE STUDY OF GOOGLE ADS AND META ADS

Online advertising is a dynamic craft dedicated to promoting products and

services through the vast expanse of the internet. Simplified, it leverages
websites and social media platforms as conduits for engaging with potential
customers. Coined in the early days of the internet during Web 1.0, digital
marketing has evolved significantly into its current iteration, Web 3.0. This
multifaceted discipline employs a plethora of digital channels and strategies to
disseminate promotional content across the online landscape. From mobile
devices to television screens and personal computers, digital marketing
ingeniously harnesses electronic platforms to propel brands into the forefront of
consumer consciousness.

Low Cost: Digital marketing makes this easy for them because it is considered
as a cheapest way to market their products.

Tracking the Results: Every type of campaign has tracking system. For
example, SEO has Google analytics.

Targeting the Ideal Customers: Through digital marketing a company can

target on specific age group of people, also it can target specific geography and
many more options are given in this platform.

Return on Investment (ROI): Digital marketing is considered as a best way to

market the products.

Online advertising can be defined by how easy it is to find our personal profile,
brand or company information online. It's important to build our brand's
reputation, increasing brand awareness, and providing visibility to your
products or services, when users are searching for related keywords in search
engine. The key is to create our online presence, our own personal web site or
blog or by becoming part of a community or forum that matches.
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CHAPTER-1.1

INDUSTRY PROFILE

The online advertising industry has experienced unprecedented growth and

transformation over the past few decades, becoming an integral component
of modern marketing strategies.

Market Size and Growth: The online advertising industry has witnessed
exponential growth, fueled by the increasing ubiquity of the internet and
digital technologies. According to industry reports, global spending on
digital advertising surpassed traditional advertising for the first time in 2019
and has continued to grow since then.

Key Players: The landscape of online advertising is dominated by tech

giants such as Google, Facebook (Meta Platforms), Amazon, and
increasingly, newer players like TikTok and Snapchat. These companies
offer a range of advertising products and services, including search ads,
display ads, social media ads, and video ads.

Advertising Formats: Online advertising encompasses various formats,

including display ads, search ads, social media ads, video ads, native ads,
and more. Each format offers unique advantages and targeting options,
allowing advertisers to reach their desired audience with precision.

Targeting and Personalization: One of the key advantages of online

advertising is its ability to leverage data for targeting and personalization.
Advertisers can target specific demographics, interests, behaviours, and even
individuals, ensuring that their messages resonate with the right audience at
the right time.

Adtech and Martech: The online advertising ecosystem is supported by a

vast array of technologies collectively known as AdTech (advertising
technology) and martech (marketing technology). These technologies power
various aspects of the advertising process, including ad serving, targeting,
analytics, and attribution.
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Challenges and Concerns: Despite its growth and success, the online
advertising industry faces several challenges and concerns. These include
issues related to data privacy, ad fraud, ad blocking, brand safety, and the
increasing dominance of a few major players in the market.

Regulatory Landscape: Regulatory scrutiny of online advertising practices

has intensified in recent years, leading to the implementation of new laws
and regulations aimed at protecting consumer privacy and promoting
transparency in advertising. Examples include the General Data Protection
Regulation (GDPR) in Europe and the California Consumer Privacy Act
(CCPA) in the United States.

Future Trends: The future of online advertising is expected to be shaped by

advancements in technology, including artificial intelligence (AI), machine
learning, augmented reality (AR), and virtual reality (VR). Additionally,
there is a growing emphasis on sustainability and ethical advertising
practices, as well as the continued evolution of privacy regulations and
consumer preferences.
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CHAPTER-1.2
COMPANY PROFILE

Google Ads

Google AdSense is a program operated by Google that enables website

publishers within the Google Network of content sites to display text, image,
video, or interactive media advertisements targeted to their site content and
audience. These advertisements are provided, organized, and maintained by
Google. Publishers can earn revenue through AdSense on a per-click or per-
impression basis.
Initially introduced as a beta service for cost-per-action advertising, AdSense
transitioned to focus on ad serving, leaving the cost-per-action model behind.
Google's acquisition of DoubleClick further strengthened its advertising
offerings.
As of Q1 2014, Google reported earning $3.4 billion in revenue from AdSense,
representing a significant portion of its total revenue. AdSense participates in
the AdChoices program, displaying the AdChoices icon alongside ads to
provide users with transparency and control over their ad experience.
AdSense operates using HTTP cookies, which help personalize ad targeting and
track user interactions with ads. As of 2021, over 38.3 million websites utilize
AdSense to monetize their content and generate revenue through online
advertising.
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Google utilizes its advanced technology to deliver targeted advertisements

based on various factors such as website content, user location, and more.
Advertisers interested in leveraging Google's targeted advertising system can
enroll through Google Ads. Among Google's suite of advertising programs,
AdSense has emerged as a leading platform for creating and placing banner and
responsive ads on websites and blogs.

Responsive ads, a feature of AdSense, dynamically adjust their appearance

based on the user's device size, offering a less intrusive advertising experience.
These ads typically feature content relevant to the website's audience, enhancing
user engagement. AdSense has become a primary revenue source for many
websites, including those with limited resources or alternative revenue streams.

To integrate contextually relevant advertisements into their websites,

webmasters simply embed a brief JavaScript code provided by AdSense.
Content-rich websites have seen significant success with this program, as
highlighted in numerous case studies on the AdSense website. Google has
removed its previous restriction of three ads per page, allowing publishers to
display multiple ads as long as sufficient content accompanies them.

Some webmasters actively optimize their AdSense income by adhering to best

practices, including:

1. Producing high-quality content that attracts and engages users.

2. Following webmaster guidelines to maintain site integrity.
3. Avoiding excessive ad placement to maintain a positive user experience.
4. Steering clear of tactics that incentivize ad clicks, as prohibited by
Google's policies.
5. Refraining from linking to websites with dubious reputations.

AdSense operates on a complex pricing model, employing a Vickrey second-

price auction mechanism. Advertisers submit sealed bids, with Google charging
one bid increment above the second-highest bid for each click received. Google
shares a portion of AdSense revenue with content network partners (68%) and
AdSense for Search partners (51%).

In June 2015, Google unveiled a rebranding of AdSense, introducing a new logo

to represent the program's evolution and continued relevance in the digital
advertising landscape.
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Origin
Google launched its AdSense program, initially named "Content targeting
advertising" in March 2003. Interestingly, the AdSense name was originally
associated with Applied Semantics, a competitor to Google's offering at the
time. Upon Google's acquisition of Applied Semantics in April 2003, the
AdSense name was adopted by Google.

Initially, some advertisers expressed dissatisfaction with AdSense, as they

believed it yielded inferior results compared to Google Ads. AdSense served
ads contextually related to the content of a web page, which sometimes
diverged from users' commercial interests as reflected in search results. For
instance, users browsing a blog about flowers might not necessarily be
interested in purchasing flowers, unlike those actively searching for floral-
related terms. Consequently, Google introduced an option for advertisers to opt-
out of the AdSense network in 2004.

The concept of running ads within Google's email service was initially proposed
by Paul Buchheit, the founder of Gmail. However, it was Susan Wojcicki,
supported by Sergey Brin, who spearheaded the team responsible for
transforming this idea into a highly successful product. By early 2005, AdSense
contributed an estimated 15 percent of Google's total revenues, showcasing its
significant impact on the company's bottom line.

In 2009, Google AdSense announced new features, including the ability to

enable multiple networks to display ads. Subsequently, in February 2010,
AdSense began utilizing search history in contextual matching to deliver more
relevant ads to users.

Google Ads Products

Content

The content-based advertisements can be targeted at users with certain interests

or contexts. The targeting can be CPC (cost per click) or CPM (cost per
thousand impressions) based, the only significant difference in CPC and CPM is
that with CPC targeting, earnings are based on clicks while CPM earnings
recently are actually based not just per views/impression but on a larger scale,
per thousand impressions, therefore driving it from the market, which makes
CPC ads more common.

There are various ad sizes available for content ads. The ads can be simple text,
image, animated image, flash video, video, or rich media ads. At most ad sizes,
users can change whether to show both text and multimedia ads or just one of
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them. As of November 2012, a grey arrow appears beneath AdSense text ads for
easier identification. Google made a policy update regarding the number of ads
per page, the three ads per page limit has been removed.

Search

AdSense for search allows publishers to display ads relating to search terms on
their site and receive 51% of the revenue generated from those ads. AdSense
custom search ads can be displayed either alongside the results from an
AdSense Custom Search Engine or alongside internal search results through the
use of Custom Search Ads. Custom Search Ads are only available to "white-
listed" publishers. Although the revenue share from AdSense for Search (51%)
is lower than from AdSense for Content (68%) higher returns can be achieved
due to the potential for higher Click Through Rates.

Shopping Ads: For e-commerce businesses, Google offers Shopping Ads,

which showcase product images, prices, and store names directly within search
results. These ads are highly visual and are particularly effective for driving
sales.
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Video

AdSense for video allows publishers with video content (e.g., video hosting
websites) to generate revenue using ad placements from Google's
extensive advertising network. The publisher is able to decide what type of ads
are shown with their video inventory. Formats available include linear video ads
(pre-roll or post-roll), overlay ads that display AdSense text and display ads
over the video content, and the TrueView format. Publishers can also display
companion ads - display ads that run alongside video content outside the player.
AdSense for video is for publishers running video content within a player and
not for YouTube publishers.

Gmail Ads: These ads appear in users' Gmail inboxes and can be in the form of
sponsored emails or display ads. They are targeted based on users' email content
and engagement.
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Search Network: Ads can appear alongside search results when people search
for products or services on Google Search or Google Maps. These ads are
triggered by keywords relevant to the advertiser's offerings.
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SWOT analysis of Google Ads

Strengths:

Dominant Market Position: Google Ads is the leading online advertising

platform, enjoying a dominant market share in both search and display
advertising segments. Its extensive reach and user base provide advertisers
with unparalleled access to potential customers.

Advanced Targeting Capabilities: Google Ads offers sophisticated

targeting options based on keywords, demographics, interests, and behaviors.
This allows advertisers to reach highly specific audiences and tailor their ads
for maximum relevance and effectiveness.

Diverse Ad Formats: Google Ads supports various ad formats, including

search ads, display ads, video ads, shopping ads, and app ads. This versatility
enables advertisers to create engaging campaigns across different platforms
and devices.

Measurable Performance Metrics: Google Ads provides comprehensive

analytics and reporting tools, allowing advertisers to track key performance
metrics such as clicks, impressions, conversions, and return on investment
(ROI). This data-driven approach enables advertisers to optimize their
campaigns for better results.

Weaknesses:

Complexity for Novice Users: Google Ads can be daunting for

inexperienced advertisers due to its complex interface and multitude of
features. Small businesses and individuals with limited advertising
knowledge may struggle to navigate the platform effectively.

Increasing Competition: With the growing popularity of online advertising,

competition on Google Ads has intensified. This has led to higher costs per
click (CPC) and increased competition for ad placements, making it
challenging for some advertisers to achieve a favorable return on investment.

Ad Blindness and Ad Blockers: Users are becoming increasingly adept at

ignoring or blocking online ads, posing a challenge for advertisers relying
solely on Google Ads for customer acquisition. Ad blindness and ad blockers
reduce the visibility and effectiveness of ads, potentially impacting
advertisers' campaign performance.
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Opportunities:

Mobile Advertising: The proliferation of mobile devices presents a

significant opportunity for Google Ads. Advertisers can leverage mobile-
specific ad formats and targeting options to reach users on smartphones and
tablets, tapping into the growing mobile market.

Emerging Technologies: Advancements in technology, such as artificial

intelligence (AI) and machine learning, present new opportunities for Google
Ads. These technologies can enhance ad targeting, optimization, and
personalization, improving the overall effectiveness of advertising
campaigns.

International Expansion: Google Ads has the potential for further

international expansion, particularly in emerging markets with growing
internet penetration. Adapting the platform to local languages and cultures
can unlock new opportunities for advertisers to reach global audiences.

Threats:

Regulatory Challenges: Google Ads faces regulatory scrutiny regarding

user privacy, data protection, and antitrust concerns. Changes in regulations
or legal actions could impact Google's advertising practices and revenue
streams, posing a threat to its dominance in the market.

Emerging Competitors: While Google Ads maintains its market leadership,

emerging competitors in the online advertising space pose a threat to its
dominance. Platforms like Facebook Ads, Amazon Advertising, and other ad
networks are vying for advertisers' budgets, intensifying competition in the
industry.

Shifts in Consumer Behaviour: Changes in consumer behavior, such as the

increasing popularity of ad-blocking software, could diminish the
effectiveness of online advertising, including Google Ads. Advertisers must
adapt to evolving consumer preferences and find innovative ways to engage
with audiences effectively.
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Meta Ads

Meta Advertising is comprised of various advertising methods via the social

network Facebook. Companies can post ads for their own fan page or external
websites. Each advertiser has various grids for available external sites.

Origin

Since its establishment as a campus network in 2004, Facebook has developed

into a global social network, which is now used by more than one tenth of the
world’s population. In order to finance the immense costs for servers and
development, founder Mark Zuckerberg had to find ideas to monetize the
network early on. The basic orientation of “thefacebook” lends itself excellently
to display advertising to target groups, because all users provide their hobbies
and other important targeting criteria in addition to their gender.

Shortly after the launch of “thefacebook,” small companies or even students

were able to book “flyers” with which they could specifically advertise on
“thefacebook.” The cost at the time was about 10 to 40 Dollars a day for
displaying a “flyer.” Flyers were often used to promote parties or other events
on campus. In the first year the daily rate for ad displays was changed to a fully-
fledged advertising model on a cost per click basis. Marketers were able to use
network-internal targeting to control the orientation of their ads and to minimize
wastage.

PartyPoker was the first major corporate customer to join the social network in
2004, which by that time was called “facebook.” The operators of Facebook
received high advertising revenue through very high commissions. In 2005,
Apple launched its own Facebook group and paid 1 dollar to Facebook for each
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new member. Following this model, more large brands joined the successful
network.

Since 2008, any company can start their own Facebook page regardless of size
or revenue. The intention behind it was that if a company has their own page on
Facebook, it will also spend money to make this page known. Facebook Ads
were a tool for this purpose.

As early as 2009, Facebook enhanced targeting for its advertisers. Moreover,

advertisers could create their ads and control the placement of banners
themselves.

Through the launch of the mobile Facebook app, the social network eventually
reached even more target groups for its advertisers and expanded the reach of
the ads. In 2012, Facebook launched mobile ads within the Facebook app and
mobile version of the social network. The introduction of the Like-button for
external websites in 2010 increased the number of hits on Facebook pages.

To date, Meta Advertising is constantly being expanded. The social network is

increasingly competing with the great rivals Apple, Google and Amazon. With
the launch of Facebook Exchange in 2013, Facebook eventually entered
the retargeting sector and offered companies real-time advertising based on the
real-time bidding principle for its ad spaces.

Placing ads on Meta

The requirements for using Meta advertising is a private Facebook profile, a fan
page or a business account. Additionally, advertisers can also book their ads
through a special business account. However, this must first be applied for.
Another requirement is a monthly minimum advertising volume of 270,100 inr.
The advantages of a business account are personal support from Facebook and
advanced analysis tools.

To place an ad, you only have to do three steps:

 Content and formal design of the ad

 Targeting
 Specify a daily budget and bid proposal

Meta offers CPC (cost per click) or CPM (cost-per-mille) billing models to its
customers. The cost per click is based on click rate. The better the click rate, the
smaller the actual click price, presumably.
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Forms of advertising on Meta

Meta offers different ad formats to advertisers, which basically can be divided

into two groups: standard ads and sponsored posts.

 Standard ads are always structured the same way, with title, URL
destination, image and text. These ads can direct either to an external
URL or to a page within Facebook, even events or apps.
 Sponsored stories: to date, customers have seven different options to
choose from. Such stories appear as an “extended newsfeed” and direct
exclusively to Facebook fan pages. Interactions by fans, the frequency of
“like button actions” or activities within apps play a role. Thus, sponsored
stories are dependent on the degree of interaction of users within a
Facebook fan page. The following formats are possible: like story, page
post story, page post like story, app used story / game played story, story
share app, check-in story, story domain.

Targeting in Meta advertising

Meta has continuously expanded the targeting options possibilities for its
advertisers. If an ad is created, various targeting options can be selected. If the
user selects a new option, the number of potential recipients of the ad
automatically adjusts in its own box.

Following are the targeting options provided by Meta:

 Age and gender: Advertisers can specify in which age group they
advertise or if they want to address men or women.
 Location: Ads can be targeted specifically to countries or cities. The
location of the recipient is determined by querying the IP address as well
as the information in the user profile.
 Links to Facebook: Advertisers can specify whether they want to
exclude already existing fans of their Facebook page from their
advertising.
 Interests: Targeting according to user’s interests is one of the strengths
of Facebook advertising because you can refine your selection based in
part, on the “Like” indications of users as well as their actually stated
interests and Facebook topics.
 Advanced demographics: Facebook offers its advertisers the option to
address users specifically on their birthday or target advertising based on
sexual preference or the relationship status of users.
 Work and education: Based on user specifications, advertisers can target
their ads based on profession, industry or the employer.
 Links on Facebook: Specific users or user groups can be excluded.
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SWOT analysis of Meta Ads

Strengths:

Massive User Base: Meta Ads benefits from access to one of the largest user
bases in the world through platforms like Facebook, Instagram, and
Messenger. This extensive reach allows advertisers to target highly specific
demographics and interests.

Advanced Targeting Options: Meta Ads offers robust targeting capabilities

based on demographics, interests, behaviors, and user interactions.
Advertisers can create highly personalized campaigns to reach their ideal
audience segments, improving the relevance and effectiveness of their ads.

Diverse Ad Formats: Meta Ads supports various ad formats, including

image ads, video ads, carousel ads, and Stories ads. This diversity allows
advertisers to create engaging and interactive ad experiences tailored to
different platforms and user preferences.

Powerful Analytics: Meta Ads provides advertisers with comprehensive

analytics and reporting tools to track ad performance in real-time. This data-
driven approach enables advertisers to optimize their campaigns, identify
trends, and make informed decisions to maximize ROI.

Weaknesses:

Privacy Concerns: Meta Ads has faced scrutiny over its handling of user
data and privacy practices. Heightened awareness of privacy issues may lead
to increased regulatory scrutiny and user concerns, potentially impacting
advertiser trust and campaign performance.

Ad Saturation: With a large number of advertisers competing for users'

attention, there is a risk of ad fatigue and oversaturation on Meta platforms.
Users may become desensitized to ads or develop ad blindness, reducing the
effectiveness of advertising campaigns.
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Opportunities:

E-commerce Integration: Meta Ads has the opportunity to further integrate

e-commerce functionalities into its platforms, allowing businesses to sell
products directly through ads. Enhanced shopping features and seamless
checkout experiences could drive increased ad spend and revenue for Meta.

Augmented Reality (AR) Ads: Meta Ads can leverage augmented reality
technologies to create immersive and interactive ad experiences. AR ads
have the potential to engage users in new ways, driving higher levels of
brand awareness and engagement.

Threats:

Competition: Meta Ads faces competition from other digital advertising

platforms, including Google Ads, TikTok Ads, and Twitter Ads. Increased
competition for ad dollars may put pressure on Meta's market share and
pricing strategies.

Regulatory Changes: Changes in regulations related to data privacy,

antitrust, and online advertising could impact Meta Ads' operations and
business model. Adapting to evolving regulatory requirements while
maintaining advertiser trust will be crucial for Meta's long-term success.
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CHAPTER - 2

LITERATURE REVIEW

Dr. Anita Soni (2023) in their study of “Influence of using Google Ads for
Digital Marketing”, The shift towards digital marketing, propelled by
technologies such as digital advertisements, e-commerce, and mobile services,
has revolutionized how businesses interact with and provide products and
services to consumers. This digital transformation underscores the importance
of businesses staying updated with evolving digital ecosystems through
strategic digital marketing approaches. Particularly, the COVID-19 pandemic
has underscored the significance of social media and mobile marketing in
reaching and engaging with consumers. Implementing a digital marketing
strategy has become essential for organizations seeking long-term and
profitable business outcomes. In recent years, Google Ads (formerly Google
AdWords) has emerged as a pivotal platform contributing to this transition.
Google Ads, a Pay Per Click (PPC) tool, empowers entrepreneurs and
marketing professionals to promote their brands online effectively.

Deepak Verma. (2018), “A Critical Review of Digital Marketing” The

consumer are looking and searching more on internet to find the best deal form
the sellers around India as compared to traditional or conventional methods. In
this study, we acknowledged that businesses can really benefit from Meta
Marketing such as search engine optimization (SEO), search engine marketing
(SEM), content marketing, influencer marketing, content automation, e-
commerce marketing, campaign marketing, and social media marketing, social
media optimization, e-mail direct marketing, display advertising, e–books,
optical disks and games and are becoming more and more common in our
advancing technology.

Berthon, Pitt, Plangger and Shapiro (2012), Comparing with the old
traditional marketing-type social media marketing can reach much more
potential customers within different user channels (smartphone, laptop, iPad).
Also they have more interaction with the customer. Customers are becoming
more and more a value creator and not only a receiver. Customers with big
influences attain to power to the best offer they want regarding needs and wants.
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Meisel witz (2016), In the last years the numbers of rewires about the topic
Facebook and marketing were still increasing. Thus it is not wondering that
there are so many review articles existing. From all social media platforms
Facebook is the the most popular one. The following review concentrates only
on Facebook and marketing. In this case Facebook is representative for social
media.

Minton et. al (2012), Another upcoming field is sustainable marketing and

social media. As there is an increasing interest and need for sustainable
marketing, lots of companies try to use social media for green advertises from
the background of sustainability.

Lavidge and Sterner (1961), developed consumer model of advertising, is a

model which elucidate “consumer thought process” and “consumer decision
making”. This theory based on the concept that advertising is a lengthy
procedure unlike the common view, that it stimulates customers instant act. The
theory is established on order of six level namely “Awareness, Knowledge,
Liking, Preference, Conviction and Purchase”. The theory claimed that the
speed of going through this process vary audience to audience as the processing
speed depends on customer motivation level and product attachment.

Odhiambo & Adhiambo, (2012), For businesses it is important to spread

marketing messages to the customers, conventional media in this context is not
sufficient as the media platform should be collaborative which results effective
communication. These days traditional media is getting obsolete after the well
recognition of social media by the audiences and business. After the arrival of
Web 2.0 technologies, Brands are using SNS for spreading the information and
the promotion.

Dehghani (2013), Advertising has always been considered as apparent and

clear bustle of marketing. Social media has changed the dimension of
advertisement, we can witness a shift of “push advertising” to the “trust
advertising” that is brands now engaged their customer through Meta and let
them do online promotion for the brand. Social media especially Facebook
allow users to interact, comment and even share the ads within their social
circle.
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Chapter – 3
Project Objectives

 To find out which of the platforms provides satisfactory customer

support.
 To know which of the platforms provides greater reach and is more
effective for advertising.
 To find out which platform provides a higher (ROI) return on investment
and is cheaper than the other.
 To find which platform provides superior consumer targeting options and
is more transparent.
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Chapter – 4
Research Methodology

4.1 NATURE OF THE STUDY

Exploratory research conducted for a problem that has not been clearly defined.
Exploratory research helps determine the best research design, data collection method
and selection of subjects. It should draw definitive conclusions only with extreme
caution. Exploratory research often relies on secondary research such as reviewing
available literature and/or data, or qualitative approaches such as informal discussions
with consumers, employees, management or competitors, and more formal approaches
through in-depth interviews, focus groups and projective methods.

4.2 SCOPE OF THE STUDY

The scope of the Study is undertaken in organization, where we determine the
importance of digital marketing and the maintenance of the company’s online presence.
Also, to check whether the study ensures the usage of appropriate processes and methods
that are being followed in the digital marketing of the company.

4.3 SAMPLING PROCEDURE AND DESIGN

• Data collection: Primary Data and Secondary Data

• Research Techniques: Descriptive

• Data type: Exploratory Primary Data

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4.4 METHODS OF DATA COLLECTION

The primary method of Data Collection was the questionnaire method which was
circulated to the sample undertaken and the information was collected with its help. Also
a general discussion with the employees helped to gain information regarding the study.
The secondary source used to collect data was the company’s policy manual which
contains the policy related to the topic.

4.5 LIMITATIONS OF THE STUDY

This study also includes some limitations which have been discussed as follows:

1. The employees and candidates prove a limitation because of difficulty in generalization.

2. To collect the data from various companies been quite difficult due to non-cooperation
of some companies. This proved to be major limitations of the Study.

3. To access such a large number of employees were difficult because of non-cooperation

attitude of respondents.

4. There was a limitation in this research study. The maximum efforts were made to
overcome these limitations in the study.
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Chapter – 5
DATA ANALYSIS
AND INTERPRETATION

Q.1) Which platform offers greater advertising reach: Google Ads or Meta Ads?

OPTIONS RESPONDENTS PERCENTAGE

Google Ads 19 82.6
Meta Ads 4 17.4

INTERPRETATION

From the above data analysis, we can see that Google offers greater advertising
reach. 19 out of 23 think that Google ads has better reach while 4 out of 23
believe that Meta ads provide better reach.
 28

Q2) Which of the following platforms features more visually attractive

advertisements?

OPTIONS RESPONDENTS PERCENTAGE

Google Ads 11 47.8
Meta Ads 12 52.2

INTERPRETATION

From the above data analysis, we can see that Meta Ads is the platforms that
features more visually attractive advertisements. 12 out of 23 think that Meta
ads are more visually appealing while 11 out of 23 believe that Google ads are
visually attractive.
 29

Q3) Is the customer support provided by Google Ads satisfactory?

OPTIONS RESPONDENTS PERCENTAGE

Yes 10 43.5
No 13 56.5

INTERPRETATION

From the above data analysis, we can see the number of people who think the
customer support provided by Google Ads is satisfactory. 10 out of 23 think that
customer support provided by Google Ads is satisfactory while 13 out of 23
believe that the support provided by them is not satisfactory.
 30

Q4) Which platform provides a higher (ROI) return on investment?

OPTIONS RESPONDENTS PERCENTAGE

Google Ads 10 43.5
Meta Ads 13 56.5

INTERPRETATION

From the above data analysis, we can see that Meta Ads provides a higher
(ROI) return on investment. 13 out of 23 think that Meta ads provides a higher
return on investment while 10 out of 23 believe that Google provide better
return on investment.
 31

Q5) Is the customer support provided by Meta Ads satisfactory?

OPTIONS RESPONDENTS PERCENTAGE

Yes 12 52.2
No 11 47.8

INTERPRETATION

From the above data analysis, we can see the number of people who think that
customer support provided by Meta Ads is satisfactory. 12 out of 23 think that
customer support provided by Meta Ads is satisfactory while 11 out of 23
believe that the support provided by them is not satisfactory.
 32

Q6) Which platform provides superior consumer targeting options?

OPTIONS RESPONDENTS PERCENTAGE

Google Ads 10 43.5
Meta Ads 13 56.5

INTERPRETATION

From the above data analysis, we can see that Meta Ads provides superior
consumer targeting options. 13 out of 23 think that Meta provides superior
consumer targeting options while 10 out of 23 believe that Google provides
better options.
 33

Q7) Which platform, between Google Ads and Meta Ads, is more user friendly?

OPTIONS RESPONDENTS PERCENTAGE

Google Ads 16 69.6
Meta Ads 7 30.4

INTERPRETATION

From the above data analysis, we can see that Google Ads is more user-friendly.
16 out of 23 think that Google ads provides a more user-friendly platform while
7 out of 23 believe that Meta ads provides better a better platform.
 34

Q8) Which is cheaper: Google Ads or Meta Ads?

OPTIONS RESPONDENTS PERCENTAGE

Google Ads 14 60.9
Meta Ads 9 39.1

INTERPRETATION

From the above data analysis, we can see that Google Ads are Cheaper. 9 out of
23 think that Meta is cheaper while 14 out of 23 believe that Google ads are
cheaper than the other.
 35

Q9) Which platform provides greater transparency in reporting?

OPTIONS RESPONDENTS PERCENTAGE

Google Ads 10 43.5
Meta Ads 13 56.5

INTERPRETATION

From the above data analysis, we can see that Meta Ads provides greater
transparency in reporting. 13 out of 23 think that Meta provides greater
transparency in reporting while 10 out of 23 believe that Google provides
greater transparency.
 36

Q10) Is Google Ads more effective for advertising purposes?

OPTIONS RESPONDENTS PERCENTAGE

Yes 17 73.9
No 6 26.1

INTERPRETATION

From the above data analysis, we can see the number of people who think that
Google Ads is more effective for advertising purposes. 17 out of 23 think that
Google Ads is more effective for advertising purposes while 6 out of 23 believe
that the it is not effective.
 37

CHAPTER-6
FINDINGS

1. Objective. To find out which of the platforms provides satisfactory

customer support.

 From the survey 3, we found out that 43.5% think that customer
support provided by Google Ads is satisfactory while 56.5% believe
that the support provided by them is not satisfactory.

 From the survey 5, we found the that 52.2% think that customer
support provided by Meta Ads is satisfactory while 47.8% believe that
the support provided by them is not satisfactory.

2. Objective. To know which of the platforms provides greater reach

and is more effective for advertising.

 From the survey 1, we found out the platform that provides greater
reach and is more effective for advertising. 82.6% think that Google
ads has better reach while 17.4% believe that Meta ads provide better
reach.

 From the survey 10, we found out which platform is more effective for
advertising purposes. 70.8% think that Google Ads is more effective
for advertising purposes while 29.2% believe that the it is not
effective.
 38

3. Objective. To find out which platform provides a higher (ROI) return on

investment and is cheaper than the other.

 From the survey 4, we can see that Meta Ads provides a higher (ROI)
return on investment. 56.5% think that Meta ads provides a higher return
on investment while 43.5 believe that Google provide better return on
investment.

 From the survey 8, we can see that Google Ads are Cheaper. 39.1% think
that Meta is cheaper while 60.9% believe that Google ads are cheaper
than the other.

4. Objective. To find which platform provides superior consumer targeting

options and is more transparent.

 From the survey 6, we found out that Meta Ads provides superior
consumer targeting options. 56.5% think that Meta provides superior
consumer targeting options while 43.5% believe that Google provides
better options..

 From the survey 9, we found out that Meta Ads provides greater
transparency in reporting. 56.5% think that Meta provides greater
transparency in reporting while 43.5% believe that Google provides
greater transparency.
 39

CHAPTER - 7
SUGGESTIONS

1. Customer Support:

Despite slightly higher satisfaction with Meta Ads' customer support,

both platforms have room for improvement. The company should
consider investing in improving the quality and responsiveness of its
customer support for both platforms to enhance overall customer
satisfaction.

2. Reach and Effectiveness for Advertising:

Google Ads is favoured for both reach and effectiveness. The

company should allocate a larger portion of its advertising budget to
Google Ads to maximize reach and effectiveness in reaching its target
audience.

3. Return on Investment (ROI) and Cost:

While Meta Ads may provide a higher ROI, Google Ads is perceived
as cheaper. The company should carefully analyze its advertising
goals and budget constraints to determine which platform offers the
best balance between ROI and cost-effectiveness.

4. Consumer Targeting Options and Transparency:

Meta Ads is preferred for superior consumer targeting options and

transparency in reporting. The company should leverage Meta Ads'
targeting capabilities to refine its advertising strategies and improve
campaign performance. Additionally, the company should ensure
transparency in its advertising efforts to build trust with customers and
stakeholders.
 40

CHAPTER - 8
CONCLUSION

In conclusion, the company should take a comprehensive approach to its

advertising strategy, leveraging the strengths of both Google Ads and Meta Ads
while addressing their respective weaknesses. This entails focusing on
improving customer support across both platforms, allocating resources based
on the platforms' reach and effectiveness (with a preference for Google Ads in
this regard), carefully balancing ROI and cost considerations, and maximizing
the benefits of superior consumer targeting options and transparency offered by
Meta Ads.

Additionally, the company should consider integrating both Google Ads and
Meta Ads into its advertising strategy to diversify its reach and mitigate risks,
while also exploring opportunities to leverage other advertising channels
beyond these platforms.

By adopting this comprehensive approach and continually monitoring and

adjusting its advertising strategies based on performance metrics and customer
feedback, the company can optimize its advertising efforts, maximize its reach
and effectiveness, and ultimately achieve its business objectives more
effectively in the competitive digital advertising landscape.
 41

BIBLIOGRAPHY

https://www.wordstream.com/facebook-vs-google

https://www.futurelearn.com/info/blog/why-is-digital-marketing-
important-for-business

https://www.quartsoft.com/blog/201510/importance-online-presence-
business

https://www.wordstream.com/blog/ws/2023/08/15/meta-ads-vs-google-ads

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3545505

https://www.brafton.com/blog/content-marketing/digital-presence/

https://www.lyfemarketing.com/blog/importance-of-digital-marketing/

https://www.webfx.com/blog/marketing/importance-of-digital-marketing/

https://business.adobe.com/blog/basics/digital-marketing-strategy-benefits

https://digitalmarketinginstitute.com/blog/which-social-media-platforms-
should-you-use-for-your-business

https://www.pixelfish.com.au/blog/twitter-vs-facebook-vs-instagram-vs-
linkedin/
 42

ANNEXURES

1. Which platform offers greater advertising reach: Google Ads or Meta Ads?
o Google Ads
o Meta Ads

2. Which of the following platforms features more visually attractive

advertisements?
o Google Ads
o Meta Ads

3. Is the customer support provided by Google Ads satisfactory?

o Yes
o No

4. Which platform provides a higher (ROI) return on investment?

o Google Ads
o Meta Ads

5. Is the customer support provided by Meta Ads satisfactory?

o Yes
o No

6. Which platform provides superior consumer targeting options?

o Google Ads
o Meta Ads
 43

7. Which platform, between Google Ads and Meta Ads, is more user-friendly?
o Google Ads
o Meta Ads

8. Which is cheaper: Google Ads or Meta Ads?

o Google Ads
o Meta Ads

9. Which platform provides greater transparency in reporting?

o Google Ads
o Meta Ads

10. Is Google Ads more effective for advertising purposes?

o Yes
o No