Return on Investment of Display Advertising

Abstract

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.