I have recently been asked by some of my clients whether Google or Facebook is best to advertise on. There is no one answer as it depends on your type of business, who your potential customers are and what your personal preference is, but here are some things to consider when trying to make a decision.
One of the main benefits of Google is that everyone uses it. It has become a verb in its own right. People who want to find out something Google it. But do they really?
Each new windows laptop, tablet, desktop or other device comes with Bing as the default search engine. Most people over the age of 45 don’t know the difference and think that Bing IS Google. They would be unlikely to change their search engine to something else because they get used to what they use most. This brings up the point that if your audience is over 45 you might be better advertising on Bing instead, it’s cheaper and it has far less rules and regulations to trip you up.
Google is, however, much better at getting your advert in front of the right people, ie the people who are most likely to want your product or service. There is a way of drilling down who you would like your advertisement to be shown to ie, business owners, people of a certain age, stay at home moms etc. By being able to more effectively target your audience you are more likely to make a sale.
A big draw back with Google is that it has lots of rules and regulations governing its advertisements. You are not allowed to mention money making, you are not allowed to use excessive capitalisation in your text, you are not allowed to put something like save £££s. They are also very careful about where your website leads people to once they have clicked on your advert. I you have set up a one page website then Google will probably not authorise this advert as they son’t like single page sites. They also do not accept you sending your traffic to a landing page that has nowhere else to go from within it ie another page on your site.
If you read and follow the rules though you should be okay. The main advantage of Google over Facebook is that there is someone to talk to if you do get yourself into trouble and they will help you to get out of it. Facebook has no one. If you get into trouble with them they will either disallow your advert or just close down your account. It is not easy setting up a new account as you have to log a credit card against it and once an account with a specific credit card has been closed you cannot use that credit card again.
Google and Bing use what is called solo ads. You have seen them, they look like this…
They give you the room to put a headline (in blue), your website (in green) and a sentence of text explaining what you are advertising. When you click on the advert it takes you to the landing page or website where you can find whatever is being offered. Simple and effective and what people are used to.
Facebook adverts are a little different in that they are called native ads. This means that they look like everything else on Facebook. Here is an example of an advert and a non-advert on Facebook. See if you can spot the difference.
And this one…
Could you spot the difference? In fact the first one is the advert and you can tell because it has a call to action button on the bottom right of the advert saying sign up. It could say something like learn more, watch the video or buy now.
The idea is that is does not look out of place when users scroll through their newsfeeds. Facebook produce a template for you to use to make the whole thing much simpler for you. When someone clicks on your call to action button they are taken to the landing page or website where they can find your offer just as in the solo ad above.
Google and Facebook cost about the same amount to advertise on. You really need to be looking to spend at least £300 per month if you want a decent amount of traffic to your offer.
This advertising is called pay per click and you pay when someone clicks on your advert. Google doesn’t give you much of an opportunity to explain your products whereas Facebook lets you write a whole story about it. This means that people who click from Facebook ads are far more qualified than those who click from Google ads – hence the first sentence saying it depends on your business.
If you are selling a fishing rod then people know what this is and how much they are likely to cost and so are already pretty qualified. If you are selling something more obscure then you might need to tell people more about it before they click on your advert as it may not be what they thought or want and so you have just wasted money on a click that isn’t interested in what you are selling.
Facebook lets you really specify the audience you want your advert seen by. You could, for example say that you wanted to target married men, 35 -55 who live in Birmingham and like cycling. This is great as if you are selling cycles you only really want people who are interested in cycling to click on your ad as these are the people more likely to buy from you.
As you can see, there is no hard and fast rule. It really is just a matter of how specific you want to be with your audience and where you think your audience is likely to find you.
Remember, people do not use Facebook to look for bargains or products to buy. If you advertise n this platform you need to get good at defining your audience and writing good advertising copy. The plus is that over 1 billion people use Facebook every day and this figure is growing daily. It is by far the most popular place on the planet for people to hang out.
I mentioned YouTube briefly and it is just worth pointing out that most kids under the age of 25 spend most of their lives here so if they are your audience, then this is probably where you need to be advertising.
The main thing to consider is not really where to advertise but rather who is your audience. How old are they? Where do they hang out online? Where are your competitors advertising to reach them? The more you get to know and understand your audience the more likely you are to attract customers to your websites and offers.
Business and Life Coach