The Pay-Per-Click giants...
If you want to reach your customers online, paid ad campaigns need to be a part of your online marketing strategy. Two titans dominate the paid ad space online; Google and Facebook. Each has their unique way of doing things, is one platform potentially better than another?
Google boasts the world’s largest search engine. 65 billion search queries are entered into Google every day, so Adwords gives you the potential to reach an extraordinary number of new customers.
One of the huge draws that Google offers over Facebook is the state of mind users are in when on the site. Adwords put your ads in front of users with a specific intent, who are searching for something directly related to your business.
Your ad will appear in front of them as a helpful answer instead of putting you in a great position to win their custom. This is preferable to ad types like pop-ups that are an annoyance and disruption to viewers browsing experience.
Adwords also give smaller businesses and startups the chance to leapfrog to the top of results pages. Chances are your competitors will have spent years perfecting their SEO strategy, building backlinks, writing great content and getting lighting fast page load times. It can take years for a small business to get to a high position on the results page for their preferred keywords. Adwords gives you a chance for your target audience to see you first thing, bringing traffic to your site that would otherwise have gone to your competitors.
Facebook boasts the world’s largest social media platform. 2 billion active users are on the site every day spending an average of 36 minutes a day each on the platform. Like Google, Facebook offers you an reach uncomparable to other forms of marketing.
Your audience is almost certainly within these 2 billion people. Facebook lets you advertise to people somewhere where they regularly are. You can nurture leads slowly, staying at the forefront of your audience’s mind until they are ready to make a purchase. By creating content that is useful and ads value to your customer, it’s likely they will not even notice that your ad is an ad and think of it as part of their news feed meaning you can approach them in a less sales-ey way, and on a more level playing field.
The targeting on Facebook is probably the most powerful offered by any paid ad source. On top of the expected location, gender, age, interests that you would expect, you can also tap into some particular options that can improve your campaign results dramatically. You can create layers to find specific people within your demographic or even build lookalike audience from email subscriber lists.
Ok, so this is probably where I should tell you that one is “better” than the other right? Unfortunately it’s not that straight forward.
Facebook and Google’s paid ad platforms both have their specific advantages. If you want to succeed with your online marketing, you should be creating ads tailored to both platforms and taking advantage of the audience that each offers.
To recommend one over the other would depend on the type of business your in. If research suggests that there are a lot of people already searching for your specific product or service, or your B2B, then perhaps Google AdWords might get the nod. If you’re trying to capture the more passive audience or you have a product or service selling directly to consumers, then Facebook Ads might be a way of tapping into the more passive market.
Either way, PPC ads are a great way to grow your business. To get a quote for our PPC management services or to inquire for more information please get in touch.