Nowadays, digital marketing solutions are usually generalised and split into two categories – Google AdWords and Facebook Ads. However, as a busy boss or business owner and not a digital marketing expert, it can be difficult to know which option will give you the best results. Today we will explain how each service works and what the differences are, to help you make the best decision for your organisation.
Google AdWords
Google AdWords is a pay-per-click platform. You bid on keywords which are relevant to your business so when users search for those keywords on Google search, your organisation will ideally appear in the top results.
Each time your ad is clicked, you are charged a certain amount of money based on competition for that keyword.
Facebook ads
Facebook Ads are ads that are shown to users of the platform while they are on the page or app, or while using its sister platform, Instagram. Rather than bidding on keywords, you bid on an objective or goal such as conversions, reach, engagement or video views for a particular audience.
You also have the ability to choose who you want to show your ad to. In this case, we may choose for it to be viewed only by men and women aged 18-50 years, within a 10km radius, interested in fitness, health and exercise. You are then charged an amount for each conversion.
What’s REALLY the difference?
The difference between the two strategies lies within the user – One is in a buying mindset, the other may or may not be.
For example, if I go to Google and search “Buy Alpacas Perth”, it’s a pretty good indication that I’m actively looking to buy a fluffy companion. On the other hand, if an ad for a local Alpaca farm pops up on Facebook, it may be because I’m interested in Alpacas, but it doesn’t mean I’m actively looking to purchase one.
So, when do I use them?
Here’s a simple diagram to help you figure out which one you should be using:
Your choice should be based on whether or not you can target them on Facebook through interests and other demographics that Facebook allows you to target and whether or not they’re in a buying mindset.
Bottom right quadrant: No buying mindset, but can target on Facebook
If someone is not necessarily searching for you however, you can target your ideal customer traits on Facebook. So building a well-targeted Facebook campaign with a strong lead magnet is the way to go.
Top left quadrant: Buying mindset, but can’t target on Facebook
If someone is in a buying mindset, but you can’t necessarily target them well on Facebook, then it’s best to reach them at the moment they’re looking for you with Google AdWords.
Top right quadrant: Buying mindset, and you can target on Facebook
If someone is in a buying mindset AND you can target them on Facebook, you can do either, or both.
It all comes down to whether or not your customer is in a buying mindset or not, and if they can be easily targeted on Facebook.
Not everyone that visits your website is going to convert on the first impression. However, if you have the Facebook pixel installed on your website, you can retarget traffic on Facebook and Instagram. This means if you’re running a Google AdWords campaign, you can retarget website visitors with prompts to call, message, or revisit your website. And it’s very cheap to do so. Not retargeting your website visitors is simply leaving money on the table.
Brandon Willington, Founder, The Hybrid Minds
