Key Features of Both Platforms
Internet ads consist of a title, some text, perhaps a picture and a link. This link can take users to any landing page of your choice, such as a blog post or specific product page. Both Facebook Ads and Google AdWords operate primarily as pay-per-click (PPC) formats, where businesses bid the amount they will pay each time a web searcher clicks on their ad.
In addition to selling products, Internet advertisements can boost brand awareness, increase social media follows and convert potential leads into new clients.
As a search engine, Google displays ads at the top of the search results. They used to do so on the right hand the side as well but stopped doing so in February 2016. Certain ads are triggered to display depending on what the user uses as search terms. As a result, the ads are directly linked to the information a user is searching for at the moment.
This focus on keywords allows Google to target consumers based on their needs. Facebook, on the other hand, targets users by interest rather than their search terms. It tends to display ads based on a user’s likes, as well as relevant page likes within his or her network of friends.
Despite their differences, both platforms have a lot to offer. Both allow targeting by relevant keywords and geo-targeting (Google) or demographics and psychographics (Facebook), as well as basic analytics (both).
Google wins points by reaching everyone interested in particular search phrases, but Facebook fights back by helping businesses reach their specific niche audience. Overall, both local health practices and global companies can benefit from buying ad space on one or both sites, depending on their market, services and offers.
Understanding Google AdWords
Google’s advertising platform, AdWords, is a powerful tool for online marketing. These ads show up in Google’s search engine results and are directly tied to the type of search terms a user has entered. While Facebook ads can help businesses connect with consumers, Google ads are the best option of the two for direct product sales and break/fix services such as an emergency dentist. After all, web searchers are looking for something specific and may be ready to buy.
However, promoting your link to the top of the list is easier said than done. For one, you cannot choose how and when your ad will be displayed, as Google determines this based on relevancy. In addition, although all sponsored ads appear at the top of search results, you still have competitors to contend with. Keyword optimisation is essential, as is the ability to understand the bidding process.
For example, the search term “dentist” will have many competitors, even if you include a location within the search phrase. The practice that bids the most to pay per click will be awarded a higher search position. To avoid overpaying for clicks or being buried by the competition despite your best efforts, you must make sure your ad is relevant and directly related to your also relevant landing page (i.e. your home page won’t do it).
The benefit of learning these skills or working with a digital advertising consultant is that Google offers so much in return. The platform has superior cost-per-click (CPC) performance and a large array of ad formats, as well as improved ad targeting and geo-targeting tools.
Your site will likely experience higher click-through rates (CTR) since users are specifically searching for that content. Finally, Google’s large Display Network means your ad will be seen on many partner websites as well as within the site’s search engine results.
How Facebook Ads Compare
Unlike Google, Facebook allows businesses to choose the audience for their advertisements. There are many different filters to use, including demographics, interests and location. As a result, only the Facebook users who fit those criteria will see your ads. This fact makes Facebook the ideal place to build a brand presence, which requires a different approach than product advertising via Google AdWords.
For example, users tend to spend much longer on Facebook than on a single web page within a list of Google search results. On Facebook, where the ads are seamlessly integrated into the newsfeed, many positive results can occur:
- Increases brand awareness
- Builds familiarity with the ads and company name
- Different ad formats allow for creativity
- Increases page likes and follows
- Can sell products or send a specific message
- Allows businesses to engage with consumers one-on-one
Due to the nature of Google AdWords, you may find more success selling particular products there than on Facebook. However, Facebook is ideal for promoting knowledge of a brand and building a following. The interactive platform encourages communication and active engagement, which could lead to more word-of-mouth advertising from satisfied customers.
Getting Started with Online Marketing
Some things, such as attention-grabbing copy and a landing page that is well designed, are essential for both Facebook and Google ads. However, each platform is multi-faceted and requires specialised knowledge for effective results. In fact, many small businesses and independent practices become overwhelmed at the amount of options and choices available.
While there are many different tutorials online, including ones published by each platform, the fastest way to see results and a positive return on investment (ROI) is by setting everything up right the first time and frequent optimisation based on analytics results with the help of a professional web marketing consultant.
We can help you build ads on one or both platforms, with strong designs, keywords and landing pages to drive results. For more information about our consulting services, contact Espresso Digital Marketing online or call 0401 535 584 in Australia or +61 401 535 584 from anywhere else today.
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