COMPARATIVE ANALYSIS OF THE VALUE WHICH FACEBOOK ADS AND GOOGLE ADS ADD TO THE BUSINESS

Digital advertising is an effective way to win new and retain existing customers, to present, promote and position a brand in an increasingly dynamic and competitive business environment. Marketing effectiveness in different platforms of the digital environment is a topic that arouses great interest in both researchers and businesses. In the study two advertising tools are examined — Facebook and Google. The purpose of this article is to perform a comparative analysis of the value which Facebook and Google ads add to the business. Quantitative and qualitative research approaches are applied, and the data used in this study are secondary. For the purposes of the analysis, the methods of comparison and synthesis are applied, considering various studies related to Facebook and Google advertising and its benefits for business. Based on the results of this study, it is noted that agility in the choice of digital advertising is key. To achieve the most favorable results, it is advisable for businesses to resort to both digital advertising platforms — Google Ads and Facebook Ads.