The Basics of Performance Marketing in 2023 Trending Part- 2

Tools Connected to Performance Marketing & its Related Research




Facebook Ads are a form of advertising that allows businesses and organizations to promote their products, services, and brand on the Facebook platform. Facebook Ads are created using the Facebook Ads Manager tool, which is a self-serve platform that allows businesses to create, manage, and track their Facebook Ads campaigns.

The Ads Manager tool is user-friendly and intuitive, making it easy for businesses of all sizes to create and manage their Facebook Ads campaigns. Additionally, Facebook provides several resources to help businesses succeed with their Facebook Ads campaigns, including a detailed Help Center and ad creation tool. 

Facebook Ads, businesses can target a specific audience with laser precision, making sure that their message is seen by the right people. 

When done correctly, Facebook Ads can be a highly effective way to drive traffic to your website or increase sales of your product or service.

Nevertheless, it’s important to understand how they work before you invest your time and money into them for good benefits.




Google Ads is an advertising platform that allows businesses to display ads on Google’s search engine and other Google-affiliated websites. It offers businesses a way to reach potential customers when they are actively searching for product or service information.

Google Ads is a form of pay-per-click (PPC) advertising, which means businesses are charged a fee each time one of their ads is clicked. The fee is based on a bidding system, which allows businesses to compete for placement of their ads on Google’s search engine results pages (SERPs). 

It is an online advertising platform developed by Google, where advertisers can bid to display brief advertising copy to web users. Google Ads operates on a pay-per-click model, in which users can click on the ads to be taken to the advertiser’s website. Google Ads offers a variety of ad formats, including text, image, video, and rich media ads and also offers ad Extensions, which allow advertisers to include additional information such as a phone number or website address. Google Ads is one of the largest online advertising platforms in the world, with over 1.5 million advertisers worldwide.




Search engine optimisation is the science of improving a website to increase its visibility when people search for products and services. The more visibility the website has on its search engine, the more the chances of the business booming. 

Based on the visibility the rank of the website is determined through Search Engine Results Pages (SERPs).

Companies usually view the first page where most likely the attention is caught for knowing more about the website. Using Google as an example, SERPs often feature ads at the top of the page. These positions are paid by businesses to ensure placement on that first page. The following ads are the regular search listings, which marketers and search engines refer to as organic search results. The SEO process aims to increase a business's organic search results, driving organic search traffic to the site. This enables data marketers to distinguish between traffic that comes to a website from other channels -- such as paid search, social media, referrals and direct search traffic.

Organic search traffic is usually higher-quality traffic because users are actively searching for a detailed topic, product or service for which a site might rank. If a user finds that site through the search engine, it can lead to better brand attention.


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