Advertising for SMBs – Facebook Ads vs Google Ads
Facebook ads can be highly effective in driving traffic to your landing page and this while they are cheaper than Google AdWords. Here’s why Facebook ads may be just what you need to boost your product sales.
Facebook ads are different from AdWords ads
With AdWords you create ads based on keywords. With Facebook advertising you create ads based on the interests of your target audience. The difference is significant because with the Facebook ads you’re targeting people not based on what they need right now, but rather on what they might need.
Does that mean a lower conversion rate?
In theory; perhaps, because the way Facebook ads work make it less likely that consumers will buy your product right away. But in practice, conversion rates don’t have to be low, because those consumers who see your Facebook ads have no reason not to follow up on your offer.
There are also some who say that Facebook ads are not really that effective because people don’t want to be bothered by ads when socializing. That’s food for thought. But you have to remember that Facebook has a huge user base – there will always be people interested in what you’re advertising, so long as you’re offering something of good quality.
Facebook advertising is cheap
At the moment, the average cost-per-click (CPC) for Facebook ads is two or three times times lower than the AdWords CPC. That’s because with AdWords the CPC increases with the popularity of the keywords.
With Facebook ads, on the other hand, if you do your research beforehand and target your ads based on who the audience is, your advertising becomes outstandingly effective, and thus CPC costs are reduced.
A great thing about Facebook ads is that you can target consumers based on their demographics. You can know the sex, the age, and the other essential information about the person clicking your ad. That information is not available with AdWords, where you don’t really know for sure whether the person clicking your ad is 20 or 60 years old. You can only speculate.
If you’ve made up your mind to use Facebook advertising, then it’s important to do it right. The key term is experimentation.
There’s no formula for advertising effectively on Facebook. You just have to get started, learning the basics as you do so, and then experiment with different targeted ad campaigns, while monitoring the results.
What many SMBs that just start using Facebook observe is that it takes some time for them to fine-tune their ad campaigns and get their target audience right. In other words, start small.
Facebook ads are, compared to Google AdWords, a different way of advertising based on what people like rather than on what they are looking for. Right now they are appealing because they are cheaper than Google ads, but this may change in the future.
For SMBs, the best strategy is to use the combined power of Facebook ads and Google ads.