Facebook vs GoogleWhich Ad Platform is Best for Your Business?

What is it?◦ PPC stands for pay-per-click, a model of internet

marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC. – Wordstream.com

Pay-Per-Click Advertising

This is the wrong question. Yes. Of course PPC Ads work.

◦ 96% of Googles revenue is from ads (>$60 billion)◦ Facebook makes $5.2 billion in ad revenue.◦ With numbers like that, Google & Facebook are

constantly optimizing to make sure you are successful.

The real question: Is it worth it for YOUR business?

Does PPC Work?

Budget◦ This is an INVESTMENT◦ This is REAL ADVERTISING

Type of Business◦ B2B◦ B2C◦ Product◦ Service◦ Non-Profit

Time◦ PPC strength: Targeted advertising◦ PPC ads need to be monitored and adjusted.

Goal◦ Sell a product/service NOW◦ Raise brand awareness◦ Increase attendance to event◦ Gain leads

Things to Consider

Google AdWords is the new ACTIVE advertising◦ Original definition: Deliberate, purposeful marketing

Cold calls, door to door, sales appointments

Actively presenting your business to the user.◦ Meeting a need in the moment

I Google “dress shoes”, I get an ad for dress shoes.◦ Focused on the pitch

No demographic data Target by location, device, & keyword Multiple ad extensions to strengthen pitch

Active Ads vs Passive Ads

Facebook is the new PASSIVE advertising.◦ Original definition: Ads that reach customers via

placement/ positioning. Print, radio, TV, & billboards

◦ Reaching people when they’re not in the buying mood. Planting a seed

Passively presenting your business to the user◦ Non-intrusive ◦ You want to stand out◦ Address a need/want/desire/problem

Active Ads vs Passive Ads cont.

Ads that appear at top of search results.

Best uses◦ Selling a product or a service

Shoes example◦ Increase store visits

“Banks near me” “Restaurants in Anniston”

◦ Get leads B2B, Car Sales, Real Estate Service/product inquiries

Google AdWords

Pros◦ 3 billion Google searches per day◦ Target by location◦ Address need of user

You target exactly what they’re searching for◦ They get a big share of clicks

Top 3 paid ads 46% of clicks on page.◦ Good for driving in-store traffic

Google measure over 1 billion store visits globally in May 2016

◦ A/B testing◦ Tons of data◦ Great customer service

Google AdWords cont.

Cons◦ Competition

Desktop Top ad CTR: 19% Second ad CTR: 11%

Mobile Top ad CTR: 27% Second ad CTR: 9%

◦ Competition can drive up costs◦ Can become very expensive very quickly

Strategy is a MUST◦ When ads go away, you go away

Google AdWords cont.

Industry Click Through Rate Conversion RateFinance 2.65% 7.19%B2B 2.55% 2.58%Dating/Personal 3.40% 2.75%Travel 2.18% 2.57%Real Estate 2.03% 4.40%Consumer Services 2.40% 5.00%Advocacy 1.72% 4.61%Auto 2.14% 2.27%Legal 1.35% 4.35%Education 2.20% 4.13%Technology 2.38% 2.55%

Google AdWords cont.

Ads, boosted posts, and promoted content that appear in and to the right of your Facebook newsfeed.

Facebook Advertising

Best use◦ Brand awareness/promotion

Website traffic, Facebook page promotion, content promotion

◦ Advertising an event◦ Cause awareness◦ Advertising products◦ Gathering leads

B2C Different kind of ROI

◦ Facebook ads aren’t always about an immediate monetary return.

Facebook Advertising cont.

Industry Click-Through-RateAuto 3.57%Consumer Goods 2.11%Education 0.99%Financial 1.02%Organizations/Associations 3.72%Retail 3.37%Technology 1.16%Travel 1.05%

Facebook Advertising Cont.

But where’s the conversion data?

There are 13 different ad types on Facebook.◦ Clicks to Website◦ Website Conversions◦ Boost Post◦ Page Likes◦ App Installs◦ App Engagement◦ Offer Claims◦ Local Awareness◦ Event Reponses◦ Product Catalog Promotion◦ Brand Awareness◦ Lead Generation◦ Video Views

Facebook Advertising cont.

Pros◦ Extremely cost effective

$200 goes a lot further on Facebook than on AdWords More control over spending

◦ Detailed targeting Pick exactly you who want to advertise to. Age, sex, location, interests, job title, education, salary, political

preference, religious preference, sexual orientation, online behaviors, website visitors

◦ Multiple advertising options◦ People can engage with your ad◦ Immediate traffic◦ Better use of images & video

Huge right now◦ More simplified than AdWords

Facebook Advertising Cont.

Cons◦ Users aren’t in the buying mood

Message has to be on point so you stand out.◦ Irrelevant audience

Every ad needs to be targeted◦ Requires more monitoring

Since users can engage with ads, you have to monitor for vulgar or negative comments.

◦ Customer service can be a pain Unforgiving with mistakes One refund for life

◦ Not much for B2B sales

Facebook Advertising cont.

Ultimately, it’s for you to decide◦ No blanket solutions in PPC◦ We can tell you what has worked and what can

work◦ For some companies, the answer is neither

“Not where the eyes are” Remember…

◦ Time◦ Budget◦ Business Type◦ Goal

So, Which is Right for You?

QUESTIONS?