Google ads and Facebook promotion nearly hold a duopoly in the digital ad market – but on which platform do you spend the bulk of your marketing budget and time?
Between Google, Facebook and their subsidiaries (including Instagram and YouTube), all digital advertisers need to respect the raw reach of these digital giants. Research by PEW Research Center published in October 2018 notes that 68% of Americans use Facebook, and 73% of adults use YouTube.
74% of adults with Facebook use the app at least once every day
Those PEW Research is a US-based firm, there’s no question that Canadian consumers also spend a large portion of their screen time on these platforms. The question is – where should you spend your limited marketing budget?
You know that your customers live on both of these platforms – so how do you get the most effective return on your marketing investment?
Here’s the secret: when it comes to advertising, Google and Facebook actually cater to two very different markets.
Here’s what we mean:
Google Search Is Built To Address An Explicit Need
When was the last time you performed a Google search? Why did you do it?
More likely than not, you had a question in mind and wanted answers. Where do you find the best marketing services in Vancouver? Who holds the world record for pie-eating? When is the next public holiday? The list goes on.
Ultimately, Google searches are made to address an explicit need from a consumer, to answer their questions with the best resources available on the internet.
Google ads should be built to correctly identify, answer, and prompt an action from users who already have your service in mind.
What happens when you see a “related brand” for a similar product – that doesn’t really address your need while performing a Google search? Unfortunately, you’re likely to ignore these types of posts, and are unable to recall these products and services at a later time.
So, when should you use Google search ads?
Google knows exactly what you want to do, but doesn’t know who you are or why
You should run Google ads whenever you have a product or service that answers a specific query that you expect your customers to be looking for. “Bag too heavy” or “where to find healthy food fast” could be examples of these sorts of queries.
However, you should NOT run Google ads when you have a product that solves a problem that people don’t know about or haven’t considered, nor should you run Google ads purely for branding purposes.
Facebook Is Built To Address Boredom
While Google is built to address specific questions, Facebook addresses a broader spectrum of desires.
When was the last time you used Facebook? Most likely, you opened the app for a couple minutes to see “what’s new” – in your friend circle, on a favourite group, perhaps even on your newsfeed just to see if anything catches your eye.
Facebook, and other similar social media platforms, offer a way for consumers to stay up to date and generate delight (or escape boredom).
While “unrelated” posts generally result in low clickthrough rate on Google searches, branding posts generally do much better on Facebook.
Facebook knows exactly who you are, but doesn’t know what you want to do
Are you introducing a cool new product? Are you fulfilling a unique niche with your service? Your ads might perform better on Facebook, where the platform collects information on its user’s age, location, interests along with demographic information and actions.
If you’re offering a new type of product built specifically for dancers, Facebook could be a great way to reach your demographic by catering specifically to those who are interested in Dance, or similar pages to yours on Facebook.
Facebook gives you room to explain your product, either visually or through video, which gives it an edge over Google search for product demonstration.
Facebook Ads Offer More Room For Creativity
While Google Search ads are limited by words, Facebook ads combine ad copy with images, moving photos and videos.
If a photo is worth a thousand words, what is a video worth?
Ultimately, Facebook is a remarketing tool to build a story and convert new audiences into customers in the long run. Facebook ads should be used strategically to cast a net, creating a strong network of potential customers, then slowly educating them with new information and offers as they eventually churn into customers.
With Facebook, it’s possible to build an audience, a community of like-minded individuals who will continue to support your brand and stay engaged over the long run. With Google – you’re only fishing for a one-time interaction at best.
It all boils down to your product or service. Is your value proposition clearly defined? Do you know exactly what your customer wants, and know that they are looking for you? Great! Contact our marketing agency in Vancouver, to see how we can help you optimize your ads to ensure you get the best return on your marketing investment.
If your customer needs a little more education, or if you’re in a niche that’s a bit more complicated than a simple search to generate a sale, contact us for an in-depth marketing review to flesh out your outreach plan to support your sales cycle in 2019. Give us a call! We always have chocolate.