Facebook Ads VS Google Ads: Which is Best for You and Why?

We recently reported on changes to iOS and Facebook that will be tough on advertisers. If you
can make the changes we recommend and remain viable on Facebook, this may mitigate
reasons not to consider Facebook ads over Google. That said, Facebook is very much like an
internet all on its own, with just about everything online available via the social media site.
Conversely, Google is the most powerful and far-reaching internet search engine by far. So the
question is, which service offers the most valuable advertising capability. That’s going to
depend on your business model, budget, target demographics, and more.

These two advertising services are similar in many important ways, making choosing between
them difficult. Each platform has different features, many of which are unique to their
prospective hosts. Here, we’ll discuss which features would serve you best to help you make
the most beneficial decision for your business needs.

Your Marketing Goals

The advertising service you use should depend largely on the goals of your advertising
campaign. Are you looking to develop brand awareness, sales, or leads? Are you trying to
achieve a few goals or all of them?

Google ads is excellent for capturing demand. This means buyers looking to make a purchase,
already sold on the type of purchase they want to make, are best approached through Google
ads. This is because buyers who know what they want will go straight to the Google search
engine and search for what they want.

Facebook ads are much better suited to developing interest. This means targeting buyers who
do not yet know they want what you’re selling. Do you have a new device, an innovative
service, or something else new and wonderful? Then Facebook ads is probably the better fit.

Your Advertising Budget

The purpose of any ad campaign is to bring in more money in sales than the cost of the
campaign. If you choose Google ads, you’ll have to consider the cost per keyword for SEO
services and the competition over your keywords and phrases.

If you want to spend only $100 and rank under the term “flower shop,” and you find that the
cost for that keyword is $20, this limits you to just five clicks a day. That’s not very impressive.
What’s important here is knowing which platform will help you get the most value out of your
advertising dollars. This will mostly be determined by your marketing goals and whether
demand exists or if you need to create it. But you should definitely compare prices before
pulling the trigger.

Understanding Your Buyer’s Journey

Understanding the journey your average buyer will go through before making a purchase is key
to designing and housing your ad campaign. We’ve already talked about the difference
between capturing demand and developing demand. This difference is critical to the buyer’s
journey and should be your first consideration.

Beyond that, you need an accurate buyer’s profile. Know who is interested in your product or
service and where they live. You need to know what problem or desire they are trying to
remedy, how much they are willing to spend, and what determines whether they choose your
brand or a competitor.

When it comes to choosing Facebook or Google ads, it’s about knowing whether demand exists
or not, where your customers are, and what their related interests are. With Facebook, this is
much easier because you can target specific groups in the places where they gather. Google is a
much bigger wading pool, and buyers there tend to know what they want.

Historical & Competitor Data

Advertising is always part art, part science, and part spray and pray. You want to reduce the
third part as much as possible. But the best results are those based on experience. That means
you’re going to need to base your choice on personal experience. That being the case, you may
consider performing an exploratory advertising campaign. That means creating an outreach
effort that is far under budget purely for exploratory purposes. Use the data from your
experimental campaign to guide more serious efforts later.

You’ll also need to research your competitors. Find out what similar merchants are doing. Study
their mistakes and their successes and plan accordingly. Finally, you’re going to have to learn
how to make a Facebook ad and/or how to make a Google ad. It’s not straightforward in every
case, and the system on Facebook is rapidly changing.

Contact Strategic Growth Advisors today to find out more about what we can do to help your business.

How Apple’s iOS 14 Could Limit Your Marketing Efforts

Each year, the Apple computer company shares the most important updates and changes to products and policies at the Worldwide Developer’s Conference (WWDC). Last year, the company announced that it would be making changes that will affect the sharing of data in the iOS ecosystem and admitted that these changes are likely to hinder small businesses’ advertising efforts and business growth.

The Effect on Personalized Ads

The changes the company proposed are expected to limit your ability to reach your audience and expand it. They could hinder your ability to reach users on different types of devices, and they may affect your ability to control who can and cannot see your ads. Finally, the changes might limit your ability to get accurate metrics on the performance of your ads. As these changes begin to take effect over the coming months, small and medium-sized businesses are likely to see performance losses in their ads and personalization with higher prices for changes and improvements.

Summary of Limitations

The changes to the iOS platform will limit your ability to perform the following actions:

  • Measure and report conversions on specific customers
  • Monitor the app installations of people using iOS 14 and newer
  • Deliver ads to users based on engagement with your business
  • Ensure that your ads reach the right audience at the correct times
  • Predict the cost per action over time for budgeting purposes

These changes will make it more challenging to reach your target audience and receive accurate metrics about the success of your advertising efforts. What’s more, they will make it difficult or impossible to budget an ad campaign using Apple products. Most small businesses have come to rely on this process, and removing that option will have a severe impact.

 

A Growing Trend of Limitation?

Recent online marketing studies have shown that small businesses advertising on Facebook apps suffered a 60% cut to sales coming through the social media site. These same small businesses found that they could not use their own data to find new customers on the platform.

At present, Facebook is posturing as the good guy in this story, offering users tips on minimizing the effects of these changes on Apple iOS. But the fact remains that small advertisers have been seeing a drop in Facebook ads’ effectiveness for a long time. You can do a few recommended things that might stabilize your Facebook advertising in the short term. Still, to survive the ongoing effects on small businesses, advertisers will need to outgrow their dependence on these platforms.

Things You Can do Now

1. Verify your domains with Facebook

An effective way of marking your spot on Facebook is to verify your domain and establish yourself as an official business presence. It might stop the changes from being directly applied to you in the short term. You can do this by adding a TXT entry to your DNS record and confirm that you are the owner of a specific domain. You can also do this by adding a meta tag to the head section of your domain page.

2. Prioritize the eight conversion event types you will track

These are ways in which a would-be buyer becomes an actual buyer. Tracking each one can place an additional burden on the hardware infrastructure, and the owners of that hardware want to minimize that burden. To do this, go to Facebook’s official overview of events. Use this guide to choose the events you will track.

3. Retool for the new 7-Day Attribution

In January, Facebook changed its 28-day attribution for ads to a 7-day attribution. Facebook didn’t do a very good job telling users about it, and the site’s page on it appears to have been deleted. This means that if anyone clicks on an ad and makes a purchase within seven days, as a result, the owner of the ad will get credit or commissions.

In other words, if you make money by posting ads for other companies, your window of opportunity to make money has gone from 28 days to just seven. This means that you might need to scale up your efforts. The worst part is that Facebook neglected to tell Ads clients about the change effectively. If you think your business model can survive it, then it’s time to start making the necessary alterations. If not, it might be time to jump ship altogether.

Understanding These Changes

There’s no getting around the fact that competition has something to do with it. Major corporations lobby Washington to promote a legislation climate that benefits them. They also use their power, money, and influence to promote a software environment that’s good for them- and usually bad for you. In addition to this, as stated, the hardware infrastructures that these companies like Facebook and Apple must run and maintain are burdened by every byte of power and choice they give you. That means they will always feel pressure to curtail that power.

But there are other things you can do about it, in addition to politely asking Facebook not to bulldoze your digital home.

Additional Action You Can Take to Protect Your Online Business

The way of the future for small businesses online is to seek to be as independent as possible. To survive, merchants will need to build their own platforms, develop a direct relationship with their customer bases and fans, and use aggressive security protocols to keep the tech giants from blocking out their digital sunlight. Here are a few key ways you can do this:

1. Build strategic alliances with innovative data products

Products like data clean rooms can give you access to event-specific data that you can use to optimize your advertising strategy. Of course, you should also be using a VPN, which can be very affordable.

2. Seek out alternatives to cookie tracking

You’ve probably noticed that cookies are being pushed on users all over the internet. The scripts for these things are written by organizations that may not have your best interest in mind. But you can use email log-ins to track users and phone numbers instead.

Increasingly, as marketers become savvy to these kinds of artificial bottle-neck creations, they will require users to log in to their sites more and more. It’s inconvenient, sure. But it’s one way we can protect our ability to do business online.

3. Develop value exchange strategies

The large corporations that are vacuuming up everyone’s data don’t want to pay for it. You can offer your customers discounts and rewards in exchange for their user data while on your site. This is a much more democratic approach, and it shows your respect for your customer base.

To learn more about how to protect your business amid these sea changes, consult with us at Strategic Growth Advisors today. We can help you get the most out of Facebook Ads and Facebook Marketing today and help you survive the challenges of doing business online over the long term.