Google vs. Facebook Ad Words

~~This information was provided by APRO. Edited and added to by yours truly. ~~

Personally, I have been asked many times over the last few weeks what is the main difference between Facebook and Google ads. I was very happy to see this article come through my in-box. I added a little to it to help clarify some points. For Orange Dragonfly Editing, I have been very happy with my Facebook ad and the targeted demographic it reaches. I am sold. I did have some success with Google’s ad words, but it’s harder to see and interact with my new clients on that platform.

Many top blogs, continue to focus on the effectiveness of pay-per-click advertising through Google’s ever-popular search and content networks. But new advertising platforms are on the scene ~ such as Facebook’s that offers a more targeted advertising approach. Google is having a difficult time trying to compete.

Social sites offer more concise targeting with keywords and demographic-specific ads. Think about the manner and type of information Facebook gathers. While Google knows you’re in the market for a new home, Facebook knows what causes are important to you, which videos you like to share, and how often you make recommendations to your friends. Social media advertising opportunities are yielding better-qualified, higher-ROI results compared to the Google ad network.

Additionally, Facebook recently announced that Bing is now the default search engine for its more than 400 million users worldwide, which puts the site in a position to enhance its advertising model even more. By offering search on the site, Facebook is now able to gather data that it can leverage immeasurably in the world of advertising: the way people think, what they care about, and how this leads them to buying decisions.

Google’s model is still effective, but this newer platform includes psychographic information ~ attributes relating to personality, values, attitudes, interests, and lifestyles (also known as IAO variables). This is putting the pressure on Google to provide a similar service. The bottom line is, if you can display your ads to a more precisely targeted demographic, your click-through ratios will improve.

Regardless of the pay-per-click advertising model you choose, Google or Facebook, there are three things you need to do before you invest:

1. Determine who you are targeting
.

• Facebook: Can get very specific with your keywords and filter by location, interest, age level, and group or cause involvement.
• Google: The ability to present an ad based on what someone is searching for right now, ready to buy.

2.  Do a test campaign. 
If your budget allows, compare and test both platforms. As little as $1.00 a day an ad placed on either the Pay-Per-Click (PPC) or Cost-Per-Thousand (CPT) advertising on Facebook and Google is usually enough to reveal the difference in impact between specific and general targeting for your audience.

Determine which PPC model works best for your business
.

• CPC: Cost-per-click advertising allows you to pay for each click your ad receives. If you agree to pay $1 for each click, five clicks will cost you $5.
• CPM: Cost-per-thousand advertising allows you to purchase a set amount of impressions. An impression is a single instance of an ad appearing on a web page. If your ad appears twice on one view of the page, that’s two impressions.

Remember that click-throughs aren’t everything. Even an unclicked (but viewed) ad can play an important role in promoting your company by way of exposure. Too many marketers overlook the potential of CPM-based advertising. Keep in mind that targeted advertising greatly increases the overall effectiveness of your ad.

Here’s a quick comparison of the Facebook and Google models to help you determine which is best for your business:

Keyword Targeting
Facebook: Targeting with keywords is optional
Google: Keyword specification is required

Targeting Details
Facebook: Can target by location, keywords, interest, workplace, birth date, education, and age
Google: Can target by location and keywords

Ad Placement
Facebook: Direct to users right on their profile page
Google: Ads are often placed on obscure, undisclosed websites

Market Saturation
Facebook: It’s a newer platform, so fewer advertisers
Google: Crowded, it is still one of the top-producing online advertising networks

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