Online advertising performance: facebook and google

Objective: analyze the use of online advertising on Facebook and Google to amplify an organization's awareness and sales. Methodology: used consisted of collecting data from the most used analytics platform in the professional environment, within a nine-month period, with consistent investment over time in Facebook and Google. So that after this time, it is possible to collect data and analyze what generated a higher Return on Advertising Spend - ROAS. The results show more efficiency in sales and notoriety in the Facebook ecosystem, compared to Google, especially when compared to ads on the search engine. And Facebook's big influence on sales through other traffic sources.Methodological and management contributions: demonstrate the importance of using Facebook as the main social network to create advertising campaigns for an online store, making use of social commerce, so that users can comment and see opinions of third parties on the social network. Conclusions: Facebook is the best known and most visited social network by internet users, and research attests to its importance and relevance in people's daily lives, both personally and professionally.