Google PPC vs. Facebook Advertising

As businesses become more aware of the fact that they have to incorporate some form of online marketing in order for their business to succeed, they are not sure which route is best when it comes to paid advertising. They are not sure if they should use either Google Adwords or Facebook marketing ads. Both paid advertising methods have proven to have their pros and cons. Therefore, many marketing plans tend to lean one way or the other. This article will discuss elements from both types of paid advertising campaigns and provide the necessary information for you to decide which one might be best for you.

PPCGoogle Adwords had many features that marketers appreciate. It allows you to create image ads, flash detection, the option to use Google Analytics, and as an added benefit, Google comes with an amazing support team.

When you place a bid on your PPC ad, you only pay when someone has clicked on your ad and they are genuinely interested. This makes it very straightforward because you know exactly what your money is being spent on. PPC also allows you to set a budget. This means that you will never go over the dollar amount that you want to spend. PPC gives you the option of location targeting as well as delivery options. You can choose devices like mobile or even the time of day that your ad runs based on a prime time and location when you are most likely to reach potential clients. PPC also shows results very quickly. After building your campaigns and setting the appropriate funds for them, you will see results very quickly. This, however, depends on a number of factors.

Be aware of the fact that PPC does take some knowledge and understanding of how it works. Not anyone can do it because it requires strategy from someone who is experienced in running PPC campaigns. It is especially useful when you have hired an expert in PPC  who also is an expert in SEO. In the following article titled, “8 Ways PPC and SEO Are Better When Used Together” by Moz, they discuss this is further detail. We have found the best reasons why PPC and SEO work hand in hand:

Visibility

Dominating the organic and paid search results will greatly increase traffic and give the impression that you’re an established presence in a particular market.

Share Keyword Data

Determine which organic and PPC keywords have the highest conversion rate, and use that information to optimize your overall strategy.

Use Best Performing PPC Ad Copy to Inform Your Organic Content Strategy

What works for PPC often works for SEO. By determining which PPC ads result in the most conversions, you’ll have a good idea how to create title tags, meta descriptions and page content for the pages that you want to rank organically.

Test Strategic Organic Keywords with PPC

PPC ads are a great way to refine your organic keyword strategy. As your long-term organic keyword strategy evolves, test the conversion rate of the words you want to rank for with PPC ads.

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PPC can be a great way to gauge what works and what doesn’t in your SEO strategies. This article claims that you will also be able to combat negative PR with the use of PPC. Furthermore, you will also be able to understand your customer base search patterns and incorporate that into your SEO strategies. Many marketers are also starting to use Facebook advertising in their marketing strategies.

Facebook AdvertisingFacebook strategies has many benefits as well. Like PPC, Facebook allows a business to create budget-friendly ads that will be displayed to your targeted audience. Although many professionals claim that it is not as sophisticated as Google’s PPC, it still is very effective. It is also user-friendly. It certainly creates “brand awareness” that most businesses want. In the following article by Search Engine Journal, they discuss some of the characteristics of Facebook advertising:

The Benefits of Facebook Ads for Your Business

Budget-friendly Advertising Programs

Facebook Ads run on either per-impression or per-click basis. Moreover, it shows which relevant bids are open while letting you set daily limits for your campaign. That way, there will be no risk of blowing your budget.

Powerful Targeting Parameters

One advantage that Facebook Ads can provide for your business is its targeting parameters. Since the social networking giant has over 800 million active users, it will be easy for you to create targeted ads using this feature.

Customizable Ads

Other than its powerful targeting parameters, Facebook Ads are also customizable. You can create an ad that will redirect your users to a particular website, to your business’ Facebook page or group, or to promote an event with an RSVP link.

User Feedback

All Facebook Ads run with a Like button, which can increase the effectiveness of your marketing campaign when clicked by a user. On the other hand, he or she can also close an ad and provide a reason. This information can give an insight as to why your ads are not doing well.

This social networking giant has created a great platform for business to cater to a targeted audience. It even allows more interactive marketing where a person can “like” your ad or close your ad and state their reason why. This provides powerful feedback. Furthermore, these ads are budget friendly because you pay on a per-impression basis.

With all of the information that we have, which one is best according to the experts? Both Google PPC and Facebook advertising seem to have their perks. They both are effective methods of paid advertising. In the following article by Moz, they discuss which one they believe is more effective:

Our experience so far has shown us that, yes, some forms of social media advertising are far more cost-effective than Google AdWords, and one of those is Facebook Advertising.

If you are operating in a business to consumer market, Facebook advertising could be the ideal cost-effective solution for you. With many similar benefits to Google AdWords, Facebook Advertising also has a few other benefits which trump Google, the most important being a lower average cost per click.

Google AdWords

  • Detailed measuring tool makes your campaign easy to track
  • Large potential audience
  • Immediate influx of traffic
  • Complete control over your daily budget and maximum cost per click
  • Instant return on investment (You can easily define a cost per conversion and understand at what point your profit is made)
  • Targeting options, including regions, time of day, days of the week, and specific websites (if using Display Network)
  • Different advertising options, including Display Network, Search Network, and Remarketing
  • Targeting those who already have an interest and, therefore, are more likely to convert into sales

Facebook Advertising

  • Campaigns are easy to track
  • Immediate influx of traffic
  • Complete control over your daily budget and maximum CPC
    Instant return on investment (You can easily define a cost per conversion and understand what your profit is)
  • More targeting options, including, towns, regions, age, likes/interests, income bracket, and other demographics
  • Easier to set up than Google AdWords
  • The ability to reach people early on in the buying process, before they are aware of their need, whilst capturing those who are aware of the need in a subtle way
  • You can use images and videos to capture the interest of your target market, helping you to sell your products and services
  • CPC is relatively cheap, depending on your industry (On average, our clients have paid no more than $0.61 per click)

Sections from this article originally posted on the “Moz” website and can be viewed here.

Both platforms have their pros and cons. It seems that they both can reach a big audience and target the correct demographic of people. However, if these platforms are set up incorrectly, they can cost a lot of money although they claim that Facebook is far less cheap. If you are in a competitive industry, CPC in Google Adwords can be quite costly. Google Adwords requires a person who is experienced and knowledgeable to manage your campaigns.

This article claims that Facebook is easier to setup and more user-friendly. However, the amount of time spent on Facebook is far longer than a Google search. However, because Google is more sophisticated and has more options such as improved ad targeting options and many options of ad formats, many experts claim that Google outperforms Facebook. This, of course, is dependent on your industry and brand. Therefore, both platforms are effective.

By incorporating Google PPC or Facebook advertising by a professional SEO expert, you will be able to reach more potential clients. L4 Group specializes in helping business owners and marketing executives throughout the United States by using effective online marketing strategies that will increase traffic, sales, and profitability with proven results. Call today for a free consultation and web analysis.

Grow your business and contact us today or give us a call at (610) 471-0001 if you have any questions on SEO marketing.