On an average, a persona active on social media spends at least 50 minutes on Facebook according to a 2016 report by New York Times. On the other hand, Google search engine traffic is about 70% of the total search engine traffic. For now, it can be safe to assume that these two platforms will be primary focus areas for digital marketing efforts. Both the platforms have their own merits and demerits, which is what we’ll look into.
- Facebook ads: Let’s start with Facebook ads. There are multiple kinds of ads, based on the target audience, intended action for advertiser, the device consumer is using, etc. What Facebook ads basically do is match the preferences entered by the advertiser to the right person. This is done using interests a person expresses on Facebook, the pages they follow, if they are on apps that are linked to the Facebook account or if they visit sites that use Facebook pixels. Facebook also allows geographical tagging, i.e. it allows advertiser to control in which all areas the ad appears. Now based on the needs of the advertiser, you can select the business goal you have in mind. It can be either increasing web traffic, so you have Link click ads, or if you’re looking to increase brand awareness, you can simply do boost campaigns that ensure your posts have a larger outreach. Further, there are dynamic product ads, which target customers based on their past actions, or in better words, re-targeting potential customers. All of these can be customized to show either text, images or videos, based on your budget and needs. If you are into e-commerce, facebook ads allow you to show collections or have ads that encourage you to download apps or register for mailing lists. To increase likes on a page or post, boost ads work really well. The idea is to keep a call to action, choose the right image to go along with the ad, and target the right audience. A local fresh fruit produce ad is irrelevant to a person living 25 kilometers away. Further, by setting a daily budget cap on your ads, you can ensure that this doesn’t burn a hole in your pocket and still reaches the intended audience.
- Google Adwords: On the other hand, google ads focus more on keywords and search engine optimizations. They are majorly divided into the google search and google display network. The google search results make use of keywords to appear in the search results of users when their search contains the keywords selected by the advertiser. You can bid on certain keywords and improve the content on your site to include as many backlinks and secondary keywords related to it to increase your pagerank, i.e. the rank at which your ad would likely appear. In case of google display, its again based on past actions of the user. The difference is that search ads appear when a person starts to particularly look for specific services, while display ads can give you a heads up, targeting relevant customers before they look at other options via search. Further, google adwords can be optimized for best results. Over time, if your ads are getting good responses, the Adwords can actually figure out what are your best target audiences. Further, the bidding process is automated, so by bidding strategically on keywords, you can increase the ROI you get from your Adwords campaign.
The idea is to know which platform will clearly help you get the customers your business needs, and accordingly invest in the platform. Nothing kills a bad product faster than good advertising, but to make a good product successful and sustainable, you must choose wisely.