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.
Google is the unquestioned king of search engines, and Facebook is the most popular social media platform in the world. While it’s important to invest in your marketing efforts wisely, don’t conflate how these two giants operate. People generally use Google and Facebook for very different reasons, and it’s important to recognize that your tactics for generating traffic on one platform may not work on the other.
Think of the purpose behind Google: people want to know more about something so they search for answers. There is a motive or intent behind every Google search, whereas Facebook curates ads and sponsored content based on users’ apparent interests. Marketers must approach these platforms differently to make valuable connections.
When tailoring a strategy to Google, the goal should be to answer very specific questions. For Facebook, it’s more about casting a larger net to a wider audience.
Hands down, the most cost/effective way to generate revenue for a small business is to use online advertising.
In this live workshop, our company's founder spoke at Downtown Works in San Diego on October 5th, 2016 about how to use Facebook via paid advertising in order to capture leads.
You may have read about “online sales funnels” and “lead capturing” techniques, but how exactly do they work?
Hands down, the most cost/effective way to generate revenue for a small business is to use online advertising. In this article, we’ll specifically talk about how to use Facebook via paid advertising in order to generate leads.
You may have read about “online sales funnels” and “lead capturing” techniques, but how exactly do they work? In this article, I’m going to explain how to set-up a lead capturing funnel just 3 easy steps.
Many marketers create audiences without ever leaving the realm of the Power Editor, but if you want your Facebook Ads campaigns to be truly effective, you may need to go outside those boundaries.
But first of all:
That is a shame.
And it is proof of ineffective marketing strategies performed by business owners without experience or marketers who are not utilizing social media tools properly.
Facebook is a great, cost-effective way to drive traffic to your small business. The platform offers many different ways for you to reach potential customers, too! We’ve covered the basics of creating a boosted post or ad on Facebook, but today we’re going to highlight the best Facebook ad types that you can use for your small business.
Facebook can’t show your ad to everyone. In addition to it costing a fortune, showing your ad to people who are unlikely to take action would be a waste of money.
Instead, Facebook creates a pool of potential people based on the targeting you select. Facebook will then choose who to show your ad to based on the type of ad you select.
This means that if your desired goal is to drive people to your website (a more general outcome), Facebook will show your ad to people who would be different from the people who’d see your ad if your goal was to get people to claim a coupon offer (a more specific outcome).
So when you create a Facebook ad, think about what’s most important to you. And if you’re not 100% sure what kinds of outcomes would be beneficial, we’ve got you covered!
Website click ads are primarily used for driving traffic to a page of your choice. Your destination could even be a 3rd party page, but ideally you’d want to send the traffic to your own proprietary website. Facebook will show your ad to people who are more likely to click on it; the more relevant your ad is, the cheaper each click will be.
This type of ad is great for improving brand, event, offer, or product awareness. If you’re doing any kind of pixeling on your website (i.e., for ad retargeting), website click ads will help you grow the audience for that campaign as well.
Website conversion ads are primarily used to generate visitors who are most likely to take final actions and convert on your website. The more relevant your ad is, the cheaper each conversion will be.
While both website click ads and website conversion ads will send traffic to your website, people who are likely to click on your ads are not necessarily people who are likely going to convert. So if you know that conversions are essential, consider an ad optimized specifically for them.
If you’re interested in running website conversion ads, check out our blog post on Facebook conversion tracking!
If you’re running Facebook ads or boosted posts, Facebook will automatically show you some great data about how many people see your ad and how many people are taking action by liking, sharing, or commenting on your ad. You’ll also see how many people are clicking to go to your website. By default, though, Facebook won’t tell you how many people actually converted as a result of your ad.
Luckily, this is easy for us to fix. Follow these simple steps to gain better insights about your company’s ad performance!
Facebook conversion tracking helps you understand:
Without conversion tracking, you’re left guessing about which sales or mailing list sign-ups were the direct result of your paid advertising. It’s hard to justify investing money in online ads if you don’t know how many sales you received as a result.
All you need to set up Facebook conversion tracking is a Facebook ads account, a clear understanding of the conversion you’re tracking, and the page you’re going to be using to track the conversion. Here are a few examples:
You may even have multiple conversion types on your website, which is totally okay! Facebook will let you track as many as you want. Just make sure you select the right one when you create your ad or boosted post.
tags. Save the page once you’re done.
Many small businesses are looking to Facebook as a cost-effective way to get their content, deals, and offers in front of new potential customers. In this blog post, we’ll walk you through the two main ways of advertising on Facebook — boosted posts and ads — and give you the knowledge you need to get started!
If you’ve posted anything to your business’ Facebook Page, you’ve probably seen a blue button, reading “Boost Post,” in the lower-right corner of each post. Clicking on this button will begin the boosted post creation process.
Boosted posts enable you to easily get a larger audience for a single specific Facebook post. Since you can include as much or as little information as you want in your post, you can make your paid content very informative. You’ll instantly see how many more people you can reach with a boosted post than an unboosted post.
Spending Options: Total budget. Facebook will automatically optimize your spend.
Audience Options: Boosted post audience options prioritize connections to your Page. You can choose people who like your Page only, people who like your Page and their friends only, or people you select through targeting certain geographic locations, age-ranges, and interests.
Location Options: News feed, mobile news feed, and right column.
Results:Page post engagements, a catch-all term that includes things like:
Google Adwords is normally the first name that comes to mind when most people think of Pay-Per-Click advertising or online display networks.
This is more than understandable. Google is the undisputed king of the internet (especially in terms of search volume and users).
Most established small businesses looking to “branch out” into online advertising look to advertise on Google first. However their “search” usually begins and ends there once they hit their ad budget (and usually doing so very quickly) and are confused as to the next best option.
In terms of reaching the most eye balls, Google is still #1 by far. There are other very effective display networks other than the Silicon Valley giant out there though. When determining which one is actually the best choice for your business, Google isn’t always the default choice.
Below are some of the pros and cons of the three biggest display networks you can advertise on: