Today we're going to be talking very briefly about the main difference between Google and Facebook advertising, so that you as a small business can understand what you should be thinking about when you're trying to decide whether you should use Google or Facebook. Let me jump right into it. Alright, so Google and Facebook, they are two different platforms, they are two of the biggest marketplaces let’s call them for doing digital advertising today. They take about 70% of all of the entire online digital advertising space which means pretty much everyone or most companies are doing their ads either on Facebook or on Google.
The first scenario is based on a search, so we all know this as search engine marketing or SEM and that scenario one where somebody has an actual problem or they want to search for something and a solution so we all go to Google and we type in whatever we're looking for. And then scenario two, in general it's what's called display advertising where you see an ad, okay, that you're not really looking for it.
So usually there used to be, back in the days, display ads; there were physical graphics that you could see. Today on Facebook, they're basically through a post, so there's a combination of text and an image and now there's also a call to action. So they are definitely different than they used to be, but in this case we're going to talk about only Facebook ads, as opposed to the rest of the other types of ads that could be... such as Twitter ads or display banners or many of the other display advertising. But, the important thing that I want to highlight here for you to know as a small businesses that, one of the most important things is that, people when they're either on Google or on Facebook, they have a totally different mindset.
Successful modern marketing hinges on the ability to craft impactful advertising campaigns that convert leads into customers, and there are countless tools available for accomplishing this. Three of the biggest contributors to your marketing success will invariably be your marketing automation platform, ad campaign, and landing pages. When you get these three facets of your marketing efforts working in sync with one another, the results can be astounding.
Facebook Advertising Might Be Your Next Major Marketing Breakthrough
Every business owner needs to develop a strategic advertising and marketing plan. One of the most popular advertising platforms is also the biggest social media outlet in the world. Facebook has more than 1.5 billion active users. Twitter has only a fraction of this number, coming in at 320 million. With so many eyes available, it’s only logical that businesses take advantage of the possibilities.
It is estimated that only 2% of click-through website visitors convert (aka: make a purchase) on their very first visit to an online store and about 96% of all website visitors visit websites when they’re not ready to buy.
So how do you make your business’s website visitors ready to buy?
Advertising agencies are self-contained structure. Within the advertising agency, there are departments and people, all essential to the movement of client projects and overall success of the agency. One department cannot work without another, as they are all interconnected and dependent on each other.
Think of an ad agency as a chair. The agency as whole, as an organization, is the seat. It’s the part of the chair people take most notice of; it’s where clients sit and relax. The departments are the legs, the support system. Like a chair, if one leg fails, the whole agency falls. In most agencies, these four legs, or departments:
Creative is responsible for creating the ads, from concept to final product. Within the creative department, there are designer and art directors, who are responsible for visual elements, and copywriter, who are responsible for coming up with wording. The accounts department creates a “creative brief”, or a document communicating the client’s project requests, which is then given to the creative department. The creatives then execute a concept, based on the creative brief, with several rounds of client revisions. Once the project exceeds clients’ expectations, the creative department packages the project in digital formats, which can be used for printing, TV broadcasting, digital advertising, and so on.
The accounts department acts as the liaison between the agency and the client. If the client requests a change to a project, account executives are responsible for passing on the information to the creative department. For example, if the client requests a color revision on an ad, the account executive assigned to that client, will inform the designer of the requested change. Once the revisions have been made by the creative department, the account executive will deliver the revised project the client, until completion.