The Growth of Google and Fall of Facebook

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The way that we use the internet is forever changing — with advancements in technology paving the way for new opportunities online. Whether this is through an increase in query searches or the rise of social media platforms, internet use has become an integral part of our daily lives.

However, recent figures released by Axios highlighted the change in user behaviour online over the recent months, which has led to many businesses worrying about the direction of their marketing campaign and how they should alter their strategy to ensure the best results possible.

Where are users spending their time?

There’s no denying that Google is the biggest influencer of the digital world, as the tech-giant continues to grow with innovative online solutions in a bid to enhance the user experience. As well as dominating the search engine market share with around 90.46%, it was recently discovered that across June 2018 more than one-third of our time was spent on Google — which included the likes of YouTube.

However, social media magnet Facebook has not witnessed the same results — where user use seems to be declining rapidly across all of its sister platforms too, including WhatsApp and Instagram. According to the study, more young people are tuning out of Facebook and are opting for new alternatives.

In a survey of 1,000 people born from 1994 onwards, it was found that 34% had deleted social media permanently. 64% were also taking a break from it. Some of the contributing factors to these decisions included the amount of time they had wasted on the platform and the negative content they were consuming on a daily basis.

As a result of this, Facebook announced their Digital Health Tools. These allow users to set time limits on their use; similar to what was discussed at Apple’s annual Worldwide Developers Conference (WWDC) for screen time and app limits. This only highlights the demand from users who want more control over their activity online and how they can spend it in the most beneficial way possible.

The report also added that use for both Snapchat and Twitter continued to stay the same and didn’t see much change.

What this means for your marketing campaign

As usage time seems to be changing across two of the biggest digital platforms in the world, it’s important that you evaluate how this will influence your campaign and, more importantly, your PPC strategies.

As more people begin to steer themselves away from social media and, in particular, Facebook, should you begin investing more of your budget into Google ads to ensure worthwhile results? Whether you’re looking to drive traffic, revenue, leads or brand exposure — we can help.

Our team of experts are always on hand to advise you and help your business move forward in the right direction. Contact our team today by filling out the form below.



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