Whether you knew it or not, you have most likely clicked on paid advertisements at some point. These ads are strategically placed to entice visitors like you into clicking on them in hopes of finding the most relevant information. Google’s paid advertising system generates billions of ad revenue dollars for Google and its publishers for one main reason….it works. Facebook advertising is also a fast growing area due to its highly specific targeting that they offer.
As a business or individual looking to gain exposure for yourself online, knowing whether or not it will work for you ahead of time could save you hundreds, if not thousands, of marketing dollars.
Should I use Google or Facebook?
There are different use cases for each, but in many cases you want to do a combination of both.
AdWords can be great if you know what people are searching for when they are looking for your business, and you can afford to pay the market rate for those clicks. This can be expensive depending on the industry that you are in. AdWords does use geographic and demographic targeting but it is based on IP addresses and cookies to track behavior. AdWords is great to target people who have actionable intent and have about 80% of the global search volume.
Google Adwords works best when someone is in research mode. When a person searches for a keyword on Google, the top results will be advertisements related to the person’s search. So you only reach searchers.
Where Facebook shines is targeting. Facebook has a lot of data about its members, a scary amount really. Some of this data in inferred and some of it is based on what people have liked on the network. The cost of Facebook ads in many cases can be much more affordable than using AdWords.
You aren’t targeting a search behavior but rather targeting the person. So if you know what your target customer looks like, you can ensure that your ad gets showed to the type of customer that you want. This can also be great for targeting someone who isn’t aware that they need your product or that your product may have an advantage over what they are using now. You can very easily target your competitors fans and try to lure them over to your business.
Facebook Ads are about making people talk about your business. It focuses on word-of-mouth marketing. Facebook Ads can not only help you sell, they can also help you build an interactive relationship with your customer.