Should You Advertise with Google AdWords or Facebook Ads?
November 10, 2015
November 10, 2015
“Should we advertise on Facebook or Google AdWords?”
It’s a great question and one that we talk about with most of our prospective clients. The two platforms have permeated our everyday lives, yet it’s difficult to determine which one to use when investing our advertising dollars.
What are the 7 questions you need to ask when deciding between Google AdWords to Facebook Ads?
Time sensitive problems require immediate attention. Something happened, it needs to be fixed, and you’re searching for a solution.
Did your child fall and you need an urgent care facility? That’s an emergency and very time sensitive. Are you looking for a specific book right now? Not an emergency, but you need to buy a book and you’re searching for the book right now. Did something happen and you need a plumber? Time sensitive emergency. Enough said.
Google is the go-to for solving problems.
When you need something right now, you start with Google. Need to find an urgent care facility, book or plumber? They’re right at your fingertips.
Facebook isn’t a search engine.
I searched “plumbers in Tempe” on Facebook and saw a few folks that are plumbers, but they’re certainly not plumbing companies. Even after clicking places and pages, no plumbing companies to be found.
Pro tip: If you need a plumber right now, do not start with Facebook!
Location-specific businesses serve a geographic area and are less relevant outside of that area.
An example of a location-specific business might be your pool cleaning company and you only want to service pools in a certain part of town. Or, your dental practice would be geographically restricted because people often don’t travel far from home for dental work.
Google AdWords provides excellent geographic targeting. You can run your ads by zip code, city, state, radius and more.
If someone is looking for your service in a particular area, you can restrict your ads to appear just for them. The following example shows results for “dentist in Tempe.”
Looking for a dentist? You’ll be able to find one here!
You’ll also see that the first three results are paid advertisements, the ads in the right column are also paid and then the three pack of local results appear in the “organic” content area.
The only way to guarantee premium real estate on the first page is through Google AdWords.
Facebook also has great geographic targeting.
Its options aren’t as extensive or flexible as AdWords, but you can control your market to meet most needs.
Facebook works well for advertising restaurants or services that are visited regularly, but might have been forgotten by the consumer. Advertising your law firm might not be effective because visits are so infrequent, but running a special for your restaurant, yoga studio, or coffee shop would drive interest due to the frequency of visits.
Google AdWords by a smidge.
AdWords simply has better targeting features than Facebook, but they both allow targeting by geography.
Are you promoting the latest chili cook-off? Offering a webinar or educational workshop about your services? Does your product solve a problem that your customers didn’t realize they had?
Sometimes you’re introducing your product to customers who wouldn’t be actively looking for you.
Consider HelloFresh, Plated and Blue Apron. Originally, these home delivery food providers introduced a concept the general public hadn’t seen yet. They needed to raise awareness about their service because people wouldn’t be actively searching for them.
Consumers go about their day solving problems that surface. They generally react to those problems by trying to find solutions.
“I need to schedule a dental appointment. I’ll find a dentist on Google.”
“I want a coffee. Where’s the nearest coffee shop?”
They don’t often “explore” the internet trying to find workshops, events, or new products. For this reason, Google AdWords search has a difficult time helping you raise awareness.
When raising awareness, you wan’t your advertising pushed in front of your target demographic. You don’t want to rely on them seeking you out.
On Facebook, ads are pushed in front of visitors based on your demographic targeting. You’re not relying on the visitor to take action and then serving ads.
If you’re planning an event or launching a new product, Facebook is great for helping raise awareness because you’re forcing the consumer to see your ad.
On mobile devices, the ads look similar to standard posts except they say “sponsored” just beneath the name of the company. Facebook also controls the frequency of their delivery which is helpful for getting the exposure you want.
In many cases, the customer’s active search aligns their demographic profile with your product.
But what if you’re trying to raise awareness (question 3) and need to target a specific type of individual? You may want target by their personal interests, gender, age, or other characteristics.
In Google’s traditional search marketing, you can’t filter your ads by demographic characteristics.
For example, if you’re advertising makeup and want to show your ads to just women, you don’t have the ability to restrict your delivery to that market. The ad delivery partially manages itself since primarily women search for makeup, but it’s not controlled by the advertiser.
The targeting would fall short if you wanted to raise awareness for a beauty expo in your area. Not only does Google search perform poorly in raising awareness, but you can’t filter by demographics either.
Facebook’s entire platform is built on demographic profiling and interests.
Look at it this way, nearly anything tracked in your Facebook profile can be used by advertisers to target you. Some of the most interesting targeting variables include:
The following example targets individuals that might be interested in a singles run club in Tempe for successful creative professionals. That’s right, all 390 people within 10 miles of Tempe will see your ad.
This is an extremely small segment that is likely too narrow of a market for most, but it illustrates the point of Facebook’s power.
Sometimes we’re looking to reach new customers and other times we’re looking to reach our existing base.
It’s impossible to know if a Google user is a current or prospective customer.
If you want to reward existing customers with a discount, you aren’t able to do that with Google search. Google doesn’t have a way of knowing if that user has previously engaged with your company.
On the other hand, in Facebook you can target someone that’s engaged with your brand or target friends of people that have engaged with a brand.
Again, anything you do in Facebook can be targeted by advertisers.
Facebook also has a feature that allows you to upload a customer list of emails which then match against the emails of Facebook users. If your company has a list of 10,000 customer emails, this list can be uploaded to Facebook and the users with those emails can receive loyalty or retargeting ads.
Reviews and referrals are important for every business, but some businesses rely on them more heavily. Restaurants, contractors, hair salons, and other personal services companies live and die by reviews.
Professional companies don’t receive as many in today’s business environment, but we can see that shifting over the next few years.
Google integrates your review score right in your AdWords ad and organic search results.
There are certain qualifications for your rating to appear, but the impact of their appearance is substantial when there are a dozen companies competing for attention on the page. Consumers gravitate towards companies with a better review profile.
Facebook does have a review feature on their business pages, but these reviews cannot be brought into your ads.
Even though you can’t directly pull in reviews, there’s an aspect of social credibility with likes and comments that can have the same effect as reviews. Unfortunately, direct review integration isn’t possible and the social credibility can be be hard to create. It may even backfire with negative comments.
Do you receive a lot of calls from customers?
If you’re a restaurant, retail store, plumber, electrician, or other service company, customers might need to call you. Your phone number needs to be easily accessible so contacting you is simple and straightforward.
AdWords provides a call extensions feature that associates a phone number with your ads. When your ad appears, your number will be shown next to it on desktop computers and a call button may appear on mobile devices.
The feature makes it simple for potential customers to call when seeing your ads. You can also set up dynamic number insertion to track each phone call. This is an incredible feature and can be used on the ad itself or on your website.
Facebook doesn’t offer features to associate a phone numbers with your.
Each platform has different strengths and weaknesses that benefit your company differently.
Need to raise awareness? Facebook is a great option. Helping someone solve a time sensitive problem? AdWords is a good start.
Here’s a summary of the results!
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Paracore is terrific! If you're looking for an experienced, professional PPC management company to help with your company's search advertising you'll be happy to have found them. Adam and his team are knowledgeable, responsive and a pleasure to work with. They handle our Google Ads, display advertising, facebook advertising and Instagram advertising. They also handle our landing pages. HIghly recommended!
We have been working with ParaCore for just over 6 months. There are 4 things that really stand out with this organization responsiveness, communication, openness, and expertise. We came to them with several challenges and they really stepped up in a big way. They have always been available and provided regular updates. They are always very open about what they are seeing and what is happening. They are definitely experts in the paid search areas. They have no problem sharing exactly what they are doing. We are looking forward to a long term partnership.
We have been partnering with ParaCore since 2018. Our account is complex and they love the challenge. They work hard to earn our business by presenting new trends, testing new methods and evolving our account each month. They are organized, quick, kind, accommodating, technical and they make an effort to understand our business.
ParaCore has been amazing. Their staff is extremely knowledgeable and professional. After trying to personally navigate Google Ad's for a couple of years I found it to be confusing and ever changing. Having a professional, knowledgeable company like ParaCore has increased the quality of leads and reduced our monthly spend. I highly recommend ParaCore.
Paracore is extremely knowledgeable and helpful. They continually present us with new optimization ideas and genuinely care. I highly recommend working with them for PPC support.
ParaCore has done an amazing job helping me and my organization with Paid search, video and social programs around the world. I love how proactive, organized and passionate they have been. It's been a great pleasure! If anyone is looking for an agency for these services, you will not go wrong with ParaCore!
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