Whether you are considering entering internet marketing to additionally enhance your business or you are already partaking in investments in digital advertising. Enterprises ranging in various sizes need to make some difficult decisions about which platform sufficiently meets their requirements and necessities. It is beneficial to leverage the strengths of advertising using Google Adwords and Facebook Advertising to achieve maximum visibility, increase leads and sales.
So, when it comes to Google Adwords and Facebook Advertising, which one is better for your business? Well, we are here to find that out.
What Is Google Adwords: Paid Search
Google AdWords is the single most popular PPC (pay-per-click) advertising system in the world which is widely known as Paid Search. In simple terms, Paid Search is the use of text-based advertisements that operates on a pay-per-click model, in which advertisers pay a fee each time one of their ads is clicked.
Using AdWords, these ads are created under specific keywords that hold relevance to each business offering. Keywords are specific words and phrases used in search queries by users in search for products and services. Businesses typically are bidding to be in the top 5 ranking in the search result page for each keyword. This is a way of getting higher reach in hopes users would go to your website to learn more or to convert to become a customer.
Advantages of Google Adwords
1. It works faster than SEO
Getting traffic organically through SEO (Search Engine Optimisation) is also an effective way to get more traffic into your website, but a well optimised AdWords campaign can work much faster for a business to the top 3 spots on Google.
2. Marketing campaigns are Measurable
With Google AdWords, every single aspect of your marketing campaign is measurable, right down to the number of clicks, number of impressions, number of conversions, click-through rate (CTR), conversion rate, cost per click (CPC), cost per acquisition (CPA), etc. It’s straightforward to measure your return on investment (ROI).
3. Maximum Relevance
Advertisers who have large marketing budgets may not necessarily get the best positions on the search page, nor the best ranking. Why? Google takes into account of several factors when determining the ad rank. If your Google AdWords campaigns have a higher click-through rate than your competitor’s, then the probability of your ad being clicked is higher, and thus, your ad would be placed above the competitors.
Disadvantages of Google Adwords
1. Google Specific
While Google is the most popular search engine, you are missing out on people who are using other popular search engines, such as Bing. In total, you would be missing out on roughly 15% of all searches by advertising with only AdWords.
2. Optimisation can be Timely
You have to manually optimise your ad regularly for an AdWords campaign to stay successful. In fact, 53% of small businesses only optimise keywords once per quarter. Un-optimised campaigns and overlooked mistakes could affect your ranking.
Things you need to know about Facebook Advertisements: Paid Social
Paid Social is the term used to describe the use of advertisement on social media, an example of this would be Facebook ads. Facebook is a globally known social media platform with the highest monthly engagement rate compared to other social media platforms. Therefore, Facebook is often used for potential business advertisement strategy.
Facebook ads now come in several varieties. You can promote your Page, posts on your Page, and have call-to-actions for users to buy or to visit your website. The biggest difference of Paid Social compared to Paid Search is that Paid Search is targeted to users based on their location, demographic, and profile information. Advertisers then could also set a budget to bid and select how many impressions your ads will receive.
Advantages of Facebook Advertising
1. Fine-tuned Targeting
Facebook provides multiple options to help target and retarget a specific intended audience based on their location, behaviours, interests, recent searches, or demographics for example. The majority of people in today’s society share and consume content which is relevant to their interests, beliefs and values. Facebook helps provide a way to tailor advertising messages to a particular group of people that is highly relevant to them.
2. Visual Platform
Facebook ads are powerfully visual and stimulating which makes these ads more compelling. You could also introduce your product or service with a beautiful, persuasive story and engage with your audience even more.
3. Fairly Affordable
The pricing of Facebook ads makes it an extremely attractive proposition for both small or big businesses. It is surprisingly affordable given their potential impact and ability to advertise to not only a large number but also to the relevant audience who have shown to have an interest in your products by their behaviour on Facebook.
Disadvantages of Facebook Advertising
1. Difficult to Catch People’s Attention
With the number of posts and content shared on Facebook, it could be difficult for an ad to stand out especially if the ads are dull and plain. So if you are planning to put ads on Facebook, be ready to put a lot of creative thought into them.
2. Negative Comments
Many of the other customers are reading comments on a particular page for research, so if they read negative comments, this could affect the sale and credibility of your business. You must be ready to handle negative feedback and have a plan on how to manage them.
So to answer your question, Both Google AdWords and Facebook Ads are remarkably effective advertising strategy for any size of business. The most efficient platform is highly dependent on what your business offer and your marketing objectives. Experiment with different solutions and see what best suits your business needs.