Facebook advertising? Google advertising? Or both? It’s one of the most
common questions we get asked being a digital marketing agency.
There’s a general feeling that if you’re not spreading your advertising
spend across both platforms, you’re missing out on an important revenue stream.
Both platforms operate as pay-per-click, however the two platforms are distinctly different in terms of their offering, targeting, cost-per-reach and industry conversion rates.
We think of Google as the new ‘Yellow Pages’. It’s a business directory, driven by purchase intent. A user is usually actively seeking a product or service in a local area or specific location. E.g. ‘local dentist near me’ or ‘GP clinic in St Kilda’.
Google understands the value they provide, by giving you the ability to target local users who are displaying intent to purchase products / services that your business offers.
Therefore, Google charge significantly more per conversion than most
other digital and non-digital advertising platforms.
SEO (Search Engine Optimisation)
Google defines SEO (Search Engine Optimisation)
as a method that aims to maximise the
number of visitors a website attracts. It does this by ranking your site high
on search results.
Google makes frequent changes to its algorithm. Although this may be, one essential feature of SEO stays the same. This includes both On-Page and Off-Page activities.
On-page SEO involves optimising the individual pages of your website. This involves optimising the page’s content and HTML source code.
Off-page SEO refers to raising a site’s rank through activities away from the website. For example, off-page SEO may be when a frequented online magazine features your business and website link as part of a blog article.
Facebook ads operate in a completely different way to Google.
Facebook allows you to hyper-target specific audiences based on a range
of specific demographics, psychographics and user-behaviour.
Facebook advertising works wonders for brand awareness campaigns, market research and re-marketing industries such as fashion. It’s unlikely when searching for a new shirt you’re going to type in ‘white shirt’ in Google. You’re more likely to purchase it from that ad that has been following you around Facebook and the Internet.
Which Platform is Best For You?
These platforms should be viewed as complimentary to one another. Both
have their own strengths and can be used for different stages in your marketing
As a general rule (that’s made to be broken of course), Google Ads are better for businesses looking for new customer acquisition or for products / services that can be bought immediately.
Facebook ads are ideal to help with customer retention or products / services that require a little more research and brand awareness, such as buying a car. Facebook is also more visual.
Don’t Spread Yourself Too Thin
We strongly recommend that our clients don’t spread their advertising
budget too thin across different platforms.
All pay-per-click campaigns are optimised over time. The more data a campaign can produce, the quicker the campaign will deliver results. We suggest sticking to one pay-per-click platform (which ever one is most suited to your business).
Jacques is an experienced digital marketer from Melbourne, Australia.
He's spent a decade working alongside many businesses and professionals from a broad range of industries, developing long-term strategies to navigate the ever-evolving digital landscape. Jacques is a co-founder of See The Label, which boasts in-house artistic and creative design, married with a strict focus on the mathematics and science behind digital campaign analysis.
Fresh, clever content creation and planning that actually increases customer engagement and most importantly converts into real sales.