Analysis Effectiveness Use of Ads through Meta Ads and Google Ads at MSME fashionlabs.id

Abstract

This study aims to analyze the effectiveness of using advertising through Meta ads and Google ads on Fashionlabs.id msme. This study uses quantitative data with cross-sectional time, within one year, regarding the optimization of digital marketing carried out on the Meta ads (Meta Business) and Google Ads platforms from April 1, 2022, to June 31, 2023. Data was collected using Facebook Ads data and the Google Ads platform. Data analysis was performed with A/B test data from Meta Ads Manager and Google Analytics. The study results show that 1) the target audience is achieved by the UMKM Fashionlabs.id; 2) Google's advertising platform has a higher effectiveness when compared to Facebook ads to attract the interest of Fashionlabs.id's SME audience; 3) the campaign conducted by UMKM Fashionlabs.id in 2023 is more effective than the campaign conducted in 2022; 4) Google's advertising campaign model with more specific campaigns gets more impressions from users than using more general content campaigns.