Imagine we've just met and I make you an offer...
"If you give me £100 I will hand you back £900."
No catch, no small print, and definitely not a pyramid scheme.
Would you take it?
I'm guessing you would snatch it up!
So, why are there brands still not running ads when there are so many tried and tested campaign results? Facebook advertising alone is bringing brands in a very generous 9-10% ROI. If you aren't already playing in the ad game, there's a guarantee your competitors are and that's why they are stealing you customers.
Our client conversations tell us there are 3 main reasons for resisting.
They don't understand what they should be doing and how it works so the investment feels like a gamble, which for companies with smaller profits, is a risk they do not want to take.
They have tried unsuccessfully before. Typically we find this has been by boosting a post that did nothing, or using a shoddy agency that focused on 'clicks' over actual results.
They have considered it but don't have the time to do it themselves.
Entrepreneurs looking to expand their brand's reach and drive conversions often find themselves faced with a crucial decision: Should they start with Google Ads or Facebook Ads? Both platforms offer unique advantages and cater to different audiences, making it essential to choose the one that aligns best with your brand's goals and target audience.
In the most simple explanation we can give, Google Ads are where customers already have some interest in your product and service and are looking for a business to buy from. Social Ads (Facebook, Instagram, LinkedIn etc...) are aimed at finding the right customer for your business when they don;t yet know they need you.
Here, we'll delve into the key differences between Google Ads and Facebook Ads further to help you make an informed decision.
Understanding Google Ads
1. Intent-Focused Advertising: Google Ads primarily revolve around intent-based advertising. When users search for specific keywords or phrases, your ads appear at the top of the search results page. This means that your brand reaches potential customers who are actively searching for products or services similar to what you offer. It's a powerful tool for capturing high-intent leads.
2. Keyword Targeting: Google Ads allow you to target specific keywords relevant to your business. You can bid on keywords related to your industry, products, or services, ensuring that your ads show up in front of the right audience. Keyword targeting gives you precise control over who sees your ads.
3. Highly-Measurable Results: Google Ads provide detailed metrics and analytics that allow you to track the performance of your campaigns. You can measure click-through rates, conversion rates, and return on investment (ROI) with precision. This data-driven approach helps in optimising your ad spend effectively.
4. B2B Advantage: Google Ads tend to be more effective for B2B marketing due to their intent-based nature. Businesses can target specific industries, job titles, and decision-makers effectively, making it a preferred choice for many B2B advertisers.
Understanding Facebook Ads
1. Audience-Centric Advertising: Facebook Ads are all about audience targeting. With a treasure trove of user data, Facebook allows you to create highly-specific audience segments based on demographics, interests, behaviours, and more. This makes it an excellent choice for brands looking to reach a broader audience and raise brand awareness.
2. Visual Appeal: Facebook is a visual platform, and ads here are more engaging and visually appealing. You can use images, videos, and carousels to showcase your products or tell your brand's story creatively.
3. Re-marketing Opportunities: Facebook Ads provide robust re-marketing options, allowing you to re-engage users who have interacted with your brand in the past. This is valuable for nurturing leads and encouraging them to convert over time.
4. E-commerce and B2C Focus: Facebook Ads are particularly effective for e-commerce businesses and B2C brands, as they excel at generating brand awareness and driving impulse purchases.
Which Should You Choose?
The decision between Google Ads and Facebook Ads ultimately depends on your brand, goals, and target audience:
Choose Google Ads if:
You want to capture high-intent leads actively searching for your products or services.
Your business primarily serves a B2B audience.
You prefer a data-driven approach and want precise measurement of ROI.
Choose Facebook Ads if:
You want to raise brand awareness and reach a broader audience.
Visual storytelling and creative content are crucial for your brand.
You run an e-commerce business or primarily target consumers.
Many successful businesses use a combination of both platforms to maximise their online presence and results. This strategy, known as cross-channel advertising, allows you to leverage the strengths of both Google and Facebook to reach your marketing goals effectively.
The decision to start with Google Ads or Facebook Ads should be driven by your brand's specific objectives and target audience. By understanding the unique strengths of each platform, you can make an informed choice that aligns with your marketing strategy and helps you achieve your business goals. Remember that ongoing optimisation and testing are key to success in the ever-evolving world of digital advertising.
We hope this has given you some confidence around digital advertising. If you are still feeling unclear, feel free to book a free consultation with us. There is not obligation to go on to work with us, and you can always take our ideas and implement them yourself!
Of course, if you are looking for an agency to help you maximise the effectiveness of your advertising budget, please take a look at our Lead Machine solution.