One question I receive quite often is “Should I be advertising on Facebook?” My answer is usually “no.” Before I continue, keep in mind the reasoning behind my response: We work with clients that are primarily interested in leads, not building awareness. With AdWords averaging a click through rate of 2% and Facebook Ads at a substantially lower 0.051%, quick results are clearly better found through Google. As I’ll expand on more below, Google AdWords (loosely referred to as “pay per click”/”PPC”) provides a platform for advertisers that is better suited for businesses with the need for leads. Here’s some more about Google AdWords vs Facebook Advertising:
Google AdWords
More Popular
Let’s say someone’s looking for a web design company to redesign their site. The first place they’re going to go is most likely Google, and search “web design company.” If you’re a web design company, clearly the place to be is on the first page of these search results.
The point: Google AdWords allow you to advertise to people who are already looking for your product or service.
Better Quality
With AdWords, advertisers target buyers by bidding on keywords and targeting a location. That’s the gist. It’s easy to target buyers if you are experienced with PPC. With negative keywords, maybe a few broad match modifiers and some understanding the psychology behind intent — getting in front of people ready to purchase your product or service is simple.
Facebook Advertising
Different
Advertising on Facebook is a little different. Continuing with the perspective of a web design company, let’s say you begin a Facebook campaign. For the sake of keeping it simple, pretend your ad is visible to the entire U.S., both genders, and anyone above 25 years old.
Problematic
There’s one fundamental problem here. Who’s to say that anyone who sees your ad even has a website? However, you might reach a ton of people who love looking at great websites, in which case you’ll spend $2 (random estimate) to have some 35 year old living in his mom’s basement check out your portfolio while drinking a 40.
More Advanced
Facebook does have some pretty advanced targeting techniques. Besides the basics, these include interests, education, and connections (“liked” pages). Because Facebook uses cookies to track how you surf the web outside of their own site, I wouldn’t doubt this information is used towards choosing which ad to show you. But how do you target business owners, or someone in need of a certain service? Apply the same idea to pest control companies, remodeling companies, and dentists. See how hard it becomes to target buyers?
The point: With Facebook Advertising, your ads are being shown to people who aren’t looking for your service.
Less Expensive
Of course, amazing campaigns have come from Facebook ads. If you’re willing to integrate a great contest or other incentive into your existing Facebook page, clearly Facebook is the place to advertise that incentive. Don’t be afraid to get creative with your marketing strategies. With notably lower CPC rates on Facebook, a budget of $10/day can go a long way — with the right incentive.
Do you have any successful Facebook Advertising stories? Tell us in the comments section.
By Mary Lewis
