There is a significant difference between advertising online and marketing online. Ads are a very narrow (and often expensive) form of traffic and lead generation. Remember the following:
- Ad platforms (like Google, Twitter and Facebook) create great tools to manage your adverts, but these tools do not talk to each other.
- Third-party tools attempt to blend cross-platform advertising, but generally, cost a percentage of spend
- BOTH are built with their objective being to maximize the amount of money you spend over time.
This presents a paradox in optimisation. Unless you are able to accurately measure your margins on every sale (which is harder than you think) then you need a formula that defines your ad-marketing spend which will work for you, not the platforms on which you advertise.