FACEBOOK ADS VS GOOGLE ADWORDS
We have recently covered the differences between SEO and SEM. When it comes time to pay for advertising, people often find it hard to choose between these two platforms. The big problem is here. Why choose one or the other of the advertising platforms when these complement each other perfectly. It is important to understand the differences between these two tools to properly diversify your advertising budget and get the best for your business according to your needs.
SOCIODEMOGRAPHIC AND BEHAVIORAL TARGETING VS. RESEARCH INTENT
The big difference between Google Adwords and Facebook advertising is how we will target our audience.
When we advertise on Google, we target people based on what they are looking for. The acquired traffic is therefore already prequalified, as they are already looking for your products or services. The link to your site will appear in the first search results according to a list of specific keywords. Advertising must therefore be relevant and meet the intent to search for Internet users. This will increase the click rate to your website.
On Facebook, on the other hand, the advertising tool makes it possible to target the users according to their interests, their socio-demographic profile and their behaviors in general.
This allows you to reach people who are not necessarily looking for your products or services, but who are likely to be interested. Your ad will appear in the news feed of users who are targeted by your ad. The Facebook ad is therefore a very effective way to increase visibility and get a ” brand awareness ” of your company from an audience that does not necessarily know your business.
Both approaches therefore complement each other very well in a marketing campaign to reach people who need your business right away with Adwords and make your business known to people who are likely to need you with Facebook.
THE POWER OF GOOGLE ADWORDS: RESEARCH INTENTIONS
The main function of Adwords is to pay to appear first in search results with specific keywords. This allows us to target people at different points in their buying cycle. What is interesting is that the cost per click will vary depending on the competition rate in your area. So it’s smart to create a campaign that will respond to different buying cycles of Internet users.
For example, if you are a bike dealer, you can promote a blog article that will draw the differences between the different product lines. You will therefore target buyers who are at the beginning of their purchase cycle. You will then be able to get email from visitors and use it as a sales lever by offering tempting offers of related products via email.
You can also promote a particular product that will reach users in a more advanced purchase cycle. To do this, you can, in our previous example, promote the new model of road bike ” Cervélo ”. With a keyword like ” Critique Cervélo S5 ”. You will reach the people who consider buying the Cervélo S5 and offer to go to the store for a free test drive.
It is therefore important to target your ad according to the user’s buying cycle and direct them to the page of your site that will allow the visitor to move on to the next step of the purchase process.
THE POWER OF FACEBOOK: TARGETING STEROIDS
What is most interesting with Facebook advertising is the power of targeting the audience. Indeed, Facebook allows to target people according to their place, sex, age, mentions ” j’aime ”, their ethnicity, the love situation, the place of work, their job, their training and even more!
This is what is fascinating with this platform, so you can advertise with an audience with the precision of a nuclear clock!
Let’s take the example of our bicycle dealer. It can therefore target people in your area, between the ages of 20 and 40, who are cycling.
There is no better control over advertising targeting than that!
The cost per click (CPC) is calculated differently on Facebook than on Adwords. In general, the CPC is higher on Adwords, as it is dictated by the competition rate. Indeed, the more a keyword is prized, the higher the CPC will be. On Facebook, however, it will be the fineness of the targeting that will dictate the CPC.
That being said, a click through an advertisement, although generating quality traffic, does not necessarily result in a sale or conversion. It is therefore very important to analyze Cost by Acquisition (CPA). For example, if the CPC is 5 times cheaper on Facebook than on Adwords, for example $ 0.30 vs. $ 1.50, but Adwords converts 10 times more (8% vs. 0.8%) then Adwords CPA will be $ 18.75 $ 37.50 for Facebook. This means that even if you pay less on clicking on Facebook, Adwords will give you more for your money.
ADVERTISING FACEBOOK VS GOOGLE ADWORDS: WHY NOT BOTH?
The senses often tend to choose one or the other platform, which is sometimes a mistake. For example, if you concentrate your advertising budget entirely on Adword, you may reach a cap because of the limited number of searches in your industry. In this case, it is a great idea to invest in Facebook advertising to reach another audience and reach more people. In this case, you could make your offers or your company known at a hearing that may be of interest to them. This somehow broadens its market.
Another interesting reason to use both platforms jointly is remarketing. Google offers the remarketing service, but several studies indicate that Facebook is more efficient. It is therefore interesting to attract traffic by Adwords and ” retarget ” those same visitors on Facebook.
TO SUM UP
Adwords is an excellent platform to reach consumers at different times in their purchasing process and allows you to be in the right place at the right time when this one decides to buy a product or pay for a service. You will pay a little more per visitor purchased, but in general, the conversion rate turns out to be higher because visitors who come across your site are usually not buying process.
Facebook, for that matter, gives you access to a very wide audience and extremely targeted at a competitive price. This helps reach people who do not necessarily know your business but are not in the research phase. Using Facebook allows you to generate interest and visibility for your products or services. Using both platforms jointly helps develop more comprehensive advertising strategies that improve your visibility on the web.