August 29, 2016
Google AdWords used to be the internet standard for advertising. Hiring a firm to optimize your website so you would rank closer to, if not at, number 1 in search results. Adding in AdWords gave you an additional edge.
However, Facebook has been upping the ante with their advertising campaigns. Creating very desirable features for businesses to use in order to get their business in front of people.
Each of the sites change their algorithms frequently. Google shifts their requirements to rank high and Facebook changes what shows first in their users’ News Feeds.
More businesses are using paid advertising to boost their online presence and generate revenue.
But which should business owners choose? Which will give you more bang for your buck and get you better results.
Let’s take a look at a few of the possible benefits and see which site works best.
TARGETING
The ability to pinpoint your exact audience for an ad campaign is definitely a benefit. Facebook provides tools that allow advertisers to target very specific demographics. Targeting can be broken down by age, gender, location, online purchasing behaviors, general behaviors, interests and more.
This targeting results in a lower cost per click.
Unfortunately Google does not provide this type of targeting.
WINNER: Facebook Ads
TIMING
Typically when people are actively looking for a product or service they are interested in they are searching for it. It is likely they are searching Google to find a company that will provide the service or product they are looking to purchase.
However, Facebook provides a search feature as well as a Profesional Services Listing and people are searching Facebook prior to making a purchase. In fact, 93% of people will do research on Social Media before making a purchase.
Each of the ad sets on Google and Faceobok provide a tracking feature that will then let your direct your ads at people who have search either Facebook or Google for your product or service.
Though, where Facebook pulls ahead is in their new ad feature. Facebook ads don’t just show up in the platform to users. Ads now show outside of Facebook to non-Facebook users.
WINNER: It’s a tie, but Facebook pulls a bit ahead here with their new ad feature.
INTERACTION/ENGAGEMENT
Facebook Ads that show in the News Feed look like a typical update with reaction buttons, the ability to share the post and the comment section.
Google provides an area to rate the product/service, but otherwise the ad is one way and not engaging.
WINNER: Facebook.
AD DESIGN
Images stand out and get attention.
“When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.” (Lifelearn)
Facebook Ads features fabulous images. They provide use of stock photos or let you post your own images. They also provide the ability to create a slide show or carousel of photos.
Creating visually appealing and interesting ads will get more clicks and more views. In fact eye-tracking studies show that readers pay close attention to information-carrying images.
Google provides the ability to bold words, but not the ability to showcase visually stimulating images.
WINNER: Facebook.
PRICE
Both sites do allow you to select your own budget. However, a typical business can expect to spend over $ 1,000 on Google. Facebook allows you to set a daily budget and you can achieve decent results with just a few hundred dollars.
Cost-per-click averages out to be about the same.
However, in terms of branding capabilities Facebook pulls ahead. The cost per view or impression is typically a fraction of a cent. Add to this the fact that you can specifically target the ad to a certain audience and provide visually appealing images, Faceobok pulls ahead in this category.
WINNER: Facebook.
Facebook pulls ahead in most of the categories here, with a score of 4 ½ to ½. Facebook ads seem to be the more effective and affordable choice.
But, while results will vary based on your business and what type of products or services you are selling and the amount of your budget, the best bet may be to give each platform a try to see what works best for your business.
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