Is Your Business Better Suited For Ads on Facebook 0r Google?

When businesses approach online advertising, the usual instinct is to go with Google Adwords. This makes sense, since it’s generally considered the behemoth of online advertising

On the other hand, Facebook Ads are certainly a viable avenue too, and in some cases, they may actually be better for your business. Google Adwords or Facebook Ads: which service should get your advertising dollar?

Google Adwords campaigns are set up for targets across keyword families. That means that ads will be displayed on search results or networked sites that fulfill a certain keyword criteria. While network ads (ads displayed on a site using the Adsense function for publishers), that show up in search results offer a high level of targeting. This means that the ad should appeal to someone searching for a specific product or service — people who know what they want. However, those people have to be LOOKING first.

On the other hand, Facebook Ads offer greater customization options but smaller overall visibility. Facebook is powered by individual user profiles with all sorts of demographic information to be mined: age, gender, location, even interests. Facebook Ads allow you to drill down your ad exposure to meet an ultra-targeted criteria. Ads are displayed based on these guidelines rather than search terms, so the person viewing your ad may not be actively seeking your product or service. However, if your ad is targeted strongly enough, its mere exposure may be enough to convert into a click.

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When deciding on whether to use Google Adwords or Facebook Ads, ask yourself:

  • Do I fulfill a specific need (Google Adwords) or do I sell better based on general exposure (Facebook Ads)?
  • How important are demographic criteria such as age and gender? (Facebook Ads only)
  • Would my business benefit from location-specific searches such as “Marin County Florist”? (Google Adwords)

Whether you choose Google Adwords or Facebook Ads or both, you’ll need to create optimized landing pages dedicated to conversion following a click. A click that leads to a general home page is far less likely to create a conversion when compared to a uniquely designed landing page that addresses the prompt generated by the ad itself.

By Marc Apple