Google Ads to Facebook Ads? Which is right for your Business?

Google Ads to Facebook Ads? Which is right for your Business?

Facebook Ads or Google Ads?

Which promotional road is right for your business – Facebook or Google? The short answer is BOTH, if you have a significant and adequate budget to reach your audience across both channels. However as most small businesses have reasonably modest ad spend budgets I want to examine the differences, contrasts and similarities of the platforms so that you have the power to make the right choice for your business.

Facebook VS Google

Are these guys rivals? They are certainly two of the most powerful tech companies in the world. They both hold us, and our information in the palm of their hand and we as a modern society are reliant on them for just about everything from communication, education, to directions, opinions, social connection and of course business.

So how do they differ?

Google has 90.46% of the search engine market share worldwide. So really I could just stop there. Google Ads is what is known as a Pay-Per-Click (PPC) platform. Advertisers select a series of relevant search terms (keywords and phrases) used by search users (your potential customers). When a user clicks on an ad, the advertiser is charged. With over 63,000 searches per second (yes second), it is no surprise that Google is an important tool for advertising products and services.

Facebook has the largest number of monthly users in the world and has become a pinnacle advertising platform. Facebook Ads are what is known as social promotion. Advertisers select targeted audiences based on their preferences and behaviour online.

Both are used to promote products and services online however where AdWords helps you find new customers, while Facebook helps new customers find you.

Let’s break down each of the platforms.

Google Ads Advantages

With 3.5 billion searches daily, Google offers advertisers access to the biggest potential audience in the world, even a small piece can bring thousands of users who are actively looking for your type of goods and services to your door.

I’ve heard it being said that Google displays the ads of those with the largest advertising budget first. This is a myth as Google focuses on how relevant the ads is to the audience, not how much you’re spending.

The more relevant the ad is to the user, the more likely the ad is to be successful, if the user has a positive experience, they will keep using Google to search and Google will keep making money from advertising. Because Google is a business, and relevance is good business practise, they will keep serving up high quality and relevant ads. It also means if YOUR ads are awesome, you won’t have to bid as much for them as those that create what Google considers to be poor quality…Beware the dreaded “For all your (insert industry here) needs” ad copy.

Certain keywords and phrases on Google vary in price significantly, this is noticeable in industries with high competition such as Financial Services and Law. However the bid prices are still displayed according to the quality and relevance of the ad, even if the overall ads are higher cost.

For a detailed account of how Google Ads work, have a read of this blog. https://www.wordstream.com/articles/what-is-google-adwords

For the most part, Google Ads are text based. However advertisers can also take advantage and make ads ‘sexier’ and more appealing to users by using an extensive number of features such as reviews, site links, location targeting, shopping ads, feature banner ads, and many more. All services and industries are catered for so your business will be able to take advantage of these features to best showcase what you’re offering.

Facebook Ads Advantages

Facebook has no rival when it comes to the its colossal audience in the social media world. However its true advantage is the ability to target audience members so precisely that users virtually are served ads daily that they have been prequalify to want.

Have you ever been in the market for a new adult size baby romper and found that every ad on Facebook seems to be for adult baby dress ups (neither have I…but you get the point, and also each to their own). Facebook advertisers are able to track your activity online and put you into relevant target groups based on advertiser target preferences. If advertisers do their job properly, your ads will be served to those who are interested in your goods and services thus giving you quality leads in exchange for your ad spend.

Have you ever heard of ‘lookalike audiences’ – they’re pretty awesome. Advertisers can upload their customer database information to Facebook which then applies filters its own data which they get from third-party data brokers to match users whose information the advertiser uploads. Scared yet? This creates a look alike audience which allows advertisers to increase their potential customer base by advertising to new customers who have similar consumer behaviour and interests as their existing customers. Just remember …they’re watching you.

Facebook offers advertisers a huge range of ad formats; text based, visual, video, shopping display and many many more. The tracking is incredibly detailed and allows advertisers to change direction at anytime to enhance their campaigns. In other words it’s not like placing a press ad and hoping for the best. Thanks to Facebook there is no more yelling into open spaces hoping someone will hear you and actually be interested. If it isn’t working today, change it tomorrow.

 

HOT TIP FOR NEW PLAYERS:

If you’re looking to buy something say, a handmade lampshade for your Covid-19 office, type it into Google, click on two websites that come up, and search around for 3-5 seconds. Next time you are on Facebook you’ll have a plethora of handmade lampshade sellers to choose from. Saves you having to search through pages of small unknown, (sometimes offensive-to-a-web-designers-eye style) websites. That’s how I like to use Google and Facebook in combination to seek out some hard to find goodies. But it works for anything – houses, cars, fertility doctors. Give it a try.

 

The best part about Facebook Ads, is that it will show you your ROI before you’ve spent a cent. Based on your targeting and desired budget, Facebook will show you how many potential customers are in your chosen audience and how many engagements it expects you will receive. Brilliant eh?

So which one is right for you?

I am sorry to say that there is no clear cut answer. Truth be told if you can afford to do both well do both. If not, choose one and do it well. It really depends on the business, the location, the desired product or service being offered, the budget, the time of year and many more factors.

Here are some examples of businesses and advertising solutions:

Electrician looking for local residential clients all year round

This is a service that people only seek when they need it. It is a essential service but not a desired purchase. Using Google Adwords is a good choice because people will seek these services and click on his ads only with genuine interest, meaning he will only pay for genuine local leads.

Jewellery e-commerce seller with midrange price point jewellery around Mothers Day, Australia-wide audience

A luxury non-essential purchase. It is less likely that potential buyers will Google search for this type of product. If they do, this independent small business is unlikely to break through the noise of big companies such as Michael Hill Jeweller and Pandora. A Facebook ad campaign targeting people who have researched or purchased similar products online is a great strategy for this business. They can display beautiful visuals of their products as well as videos of happy mothers receiving their pieces.

While these are simple examples, they may shed some light on how to make a determination.

Whatever you decide is right for your business I urge you to do your research, take some online courses and get it right to avoid spending unnecessary money and ultimately determine that Google and Facebook Ads don’t work – because they do. If you plan to engage a professional do your due diligence and make sure they know what they’re doing and talking about. The return on investment you get by working with a true professional is well worth the spend. After all it is about the success of a business you have worked hard to create, it deserves to be nurtured.

Good luck. May the power of digital advertising be with you.

Digitally yours, Ala

Small Business Marketing During Coronavirus

Small Business Marketing During Coronavirus

I am sure most of you are tired of reading blogs that start with “these are uncertain times’. It is clear to everyone that this is a horrendous situation. However, there is light among the clouds. Many of us are still able to work and those who are running a small business, rely on the support of their communities to keep their business going.

While money is tight and you aren’t sure where your next job/ customer is coming from, it is important to continue your marketing efforts and communicate with your customers. I’ve put together a list of things you can continue to do, or introduce into your business right now to continue the conversation with your existing, new and potential audience members.

Website

Update your website with Coronavirus information

Are you operating? In what capacity? What new or additional services are you offering to customers? Put this on your home page AND write a BLOG POST about it.

Add a payment gateway to your website or Social Media channels. Stripe or Paypal are an excellent choice.

Capture leads by offering customers an incentive, at the moment everyone is struggling financially a discount will be appreciated. Once you have people’s emails it is easy to communicate with customers and keep them up to date.

Create a pop up on your site to encourage email sign up

 

Email Marketing

If you do not already have one set up an email marketing platform. There are many out there but here are a few to consider Mailchimp, Constant Contact and Sendinblue (email and SMS), Drip.

Email customers about your products and services. How often should be determined by the types of customers you have…fast-moving consumable goods can send every few days whereas trades and professional services should reduce the frequency so as to not annoy their customers. You know your audience better than anyone, think about what they want and NEED at the moment and provide that solution.

Link your emails to your website or social media where people can purchase your products or services.

 

Social Media

Update your Facebook profile with Coronavirus information.

Share the blog post you wrote on your website to your social media

Post regularly with updates on your business, products and services. Always link to your website or where ever people can purchase your services (such as shopping on Facebook or Instagram)

Join community groups and provide information about your business and your industry to local people

Support other local businesses at this time.

 

Create content

Unsure what to post about on your blogs and social media? Here are some ideas.

  • Videos of your business
  • Interviews with your staff and customers
  • Instructional videos
  • Free live seminars to teach or inform
  • Menus
  • Services information and an outline on what is involved
  • Discounts

 

Google My Business

If you do not have one, set up a Google My Business account. This helps with local SEO and gets your business found locally by those seeking your services.

Update your Google My Business with Coronavirus information

 

Communication tools

If you don’t already have one, sign up for an online video communication platform. Zoom, Skype and Microsoft Teams are popular options. This will allow to communicate with customers face to face (well as face to face as we are currently able). Some businesses will be able to offer services using this technology, while others can still benefit from using it for initial discussions with potential clients

 

Advertising

We are all feeling the pinch financially however now is a good time to continue advertising to your customers. Restaurants, professional services, trades, online retails stores need to keep their doors open and if you are letting your customers know you are open for business, they will be far more likely to engage with you and buy.

Everyone is at home and on the computer right now, so you have a hostage audience…looking for things to do.

Facebook Advertising is the cheapest and most effective way to engage with an audience. If your Facebook page doesn’t have a large following then advertising may be a way to attract more people to your services and products and give you a better chance of attracting and retaining new business.

Set up a Facebook Ads Manager account (do not boost posts) and practice creating ads. You have full control over how much you spend and can spend as little as $10 a day for a local small business.

Facebook Ads Manager allows you to advertise on Facebook and Instagram

 

Search Engine Optimisation

What would being in the number 1 position of a Google search mean for your business? Did you know that small business SEO is quite achievable, and more so if your service area is local.

Now is a great time to start performing some basic SEO tasks and climbing the rankings.

So where should you start? Here are a few SEO activities that will get you started.

  • Create a Google My Business page
    Write blogs and articles and share them on social media sites
  • Make sure your website metadata is complete
  • List your business on online directory websites
  • Write guests blogs and articles on other people’s websites or article sites

 

For more information about SEO and why its important, check out my blog What is SEO? Why do I need it?

If you have any questions on the above I’d be happy to join you for a call or video chat to answer your questions.

 

Why tradies can’t rely on just word of mouth anymore

Why tradies can’t rely on just word of mouth anymore

WORD OF MOUTH HAS EVOLVED AND SO SHOULD YOUR MARKETING

You’ve been in business for a while now. Perhaps a long while. Things are going well and business has been consistent. Except that it’s not. The phones are slowing down, your word of mouth recommendations are starting to dry up. Where is your next lead coming from?

It is undeniable that word of mouth has always been the best marketing out there, but as communication channels have changed and become more advanced and people have more information at their fingertips than ever before, word of mouth has also evolved.

Today, your potential customers are still asking their friends and acquaintances for recommendations of products and services, but more so they are doing it through their online channels. You only have to join a Facebook group to see how common this is.

Now while your previous happy clients may recommend you to a prospective customer at a BBQ, its almost 100% guaranteed that that customer is going to check you out online before they take any action. That means they’ll be looking at your website and social media before making a decision. If they like what they see, you may go on the list of providers they contact. If they don’t like what they see, they’ll be contacting your competitors that are doing it better. Yes, even if you’re more skilled than those competitors.

So what are the considerations you need to make if you’re serious about getting a steady stream of new customers asking for quote? Here’s but a few.


DO YOU HAVE A WEBSITE?

If the answer is no, you’re already losing business. You need to have a website which outlines who you are, what you’re great at and provides evidence. It doesn’t have to be an elaborate 10 page site that requires intense management (websites still need ongoing management but you need to decide how much time you have). A website can be a 1-3 page online presence that wows your customers and urges them to learn more, or better yet ask for a quote.

Now while a website is the FIRST step, it certainly isn’t the only one..yep, there’s more.


ARE YOU BEING FOUND ON GOOGLE?

That means in Google My Business Listing, maps, organic listings and (or) in Google ads. Google is king, like it or not. Yellow pages are a waste of time, they sold their database to Google years ago, local trades pages may be slightly effective but unless those directories are well known to people, it is unlikely that customers will be going to find them. Similarly if you are on page 3 of Google, no one will ever look for you there.

You need to take action and ensure that you are being found on Google. How do you do that? Well here is a (short) list of things you need to do.

  • Have an effective website and tell Google it’s there (this is called indexing)
  • Have a complete Google My Business Profile
  • Create ongoing new content on your website that is shared on the internet, creating more links to your website and giving it more authority (telling Google it is worthy of showing it higher in its rankings
  • Use keyword effectively on your website
  • Link your website to your Google account including Google analytics so you can measure how many people are going to your site where that traffic is coming from.
  • Ask your customers for reviews. And learn how to manage the bad ones.

There’s more, but I will leave you with that for now.


DO YOU HAVE WELL CHOSEN AND WELL MANAGED SOCIAL MEDIA PROFILES?

Facebook is a must. Even if you choose not to use it, you need a business profile listing your services, hours of operation and communication channels, Add some images and a few posts for good measure. If you feel strongly about not using the profile, you can leave a message on the page giving your potential customers information about how to contact you.

If you are going to use Facebook a clear strategy for what you will post, how often and to what end is vital. Remember too that your website needs to have a pixel installed if you are planning to be able to measure any activity that is coming from your Facebook page to your website.

If you choose to use Instagram, you need to commit to it. If you have a trade that has a visually appealing outcome, then Instagram can work well for you. People love before and after shots, but that may not be so appealing if you are a mechanic. Remember to use hashtags effectively. Think about what your customers may be searching for and use those terms in your hashtags. Oh and maintain a visual consistency…choose a style and stick with it.

Posting content is important but if you have a small number of followers you may as well be yelling into an empty room. More on advertising in a moment.


ARE YOU USING EMAIL MARKETING TO EFFECTIVELY COMMUNICATE WITH YOUR CUSTOMERS?

Capturing emails and maintaining email messaging with your customers is one of the most effective ways of keeping your business top-of-mind. But don’t bombard them with wordy emails or put yourself under too much pressure to deliver a monthly newsletter. Trust me, they aren’t waiting for your email. Again a clear strategy for your marketing encompassing all your channels will give you an advantage, and take the guess work out of what to send to who and when.

Your email capture can be from your website or landing page, or a Facebook advertising campaign, or both. Remember to keep it short, sharp, informative and give your customers plenty of opportunity to engage with you.


ARE YOU ADVERTISING EFFECTIVELY INSTEAD OF WASTING YOUR MONEY.

Facebook advertising has become one of the most effective ways to reach a specific audience by delivering interesting content and value to your potential customers. If done well and strategically, Facebook ads can be the most cost-effective way to reach new leads.

Google ads can be complex and expensive if you are not sure what you are doing. However, when done right, they can put you at the top of the paid ads search results and get you instant leads. Remember to do effective keyword research and not over-expand your geographical reach.


ARE YOU RUNNING AN SEO CAMPAIGN?

Google advertising can give you instant results, but what happens when you turn the ads off? Your website disappears from Google searches. To get to, and maintain page one Google search rankings an SEO campaign is a sure-fire way to get to the top. Unlike Google ads, this is a slower process. At the start, if you are starting from a lower position, it may take up to three months to get to the page one spot, once you are there, you will find there is a battle for the top stop with your main competitors, but together with a good social media presence, you can be the king of the castle.

SEO has longer-term results than advertising, it takes a lot longer to be knocked off the front page if you stop all activity.


ARE YOU ASKING ALL YOUR CUSTOMERS FOR REVIEWS?

Back to the word of mouth. Human recommendations aside, most people will look at your Facebook and Google reviews to help them make decisions about your services. If you consistently ask your customers to leave their reviews, you will soon find you have a bank of golden feedback that will put you up in lights. Don’t worry about the negative reviews, there are effective ways of managing these and given that your good will outweigh the bad, most customers will make a reasonable judgment that you are good at what you do and occasionally you come across a disgruntled customer.

So there you have just a snapshot of some of the activities recommended to make you stand out online and attract new business. While it can seem like a lot, so is building a house or repairing a broken driveshaft. You wouldn’t leave the roof off or forget to put the wheels back on.

If you’re interested in knowing more and getting your marketing up to speed, check out our TRADES NOTICIBILITY SCORE SURVEY. It takes just 3 minutes to complete and in return, you receive a free report outlining how far you have already come with your marketing and identifying key areas recommended you tackle to get those phones ringing off the hook. It’s absolutely free and if you don’t like what you see or aren’t interested in discussing any further, we won’t be offended. But come on..who doesn’t want more business?

What is a TRADES NOTICEABLITY SCORE?

What is a TRADES NOTICEABLITY SCORE?

WHAT’S THE SCORE?

A Trades Noticeability Score is a score out of 20 which determines how well your digital marketing is performing.

To create the score we review the following in depth:

  • Your website including
    • quality of website, contents and call to actions
    • social integrations
    • Google indexing
    • Blog activity on your site
  • Google
    • Google my business listing – existence, accuracy and quality of information
    • Reviews
    • Integration with website and analytics
    • Google Ads
    • Rankings in Google searches
  • Facebook
    • Facebook business profile
    • Integrations with website
    • Quality and frequency of content
    • Audience engagement
    • Reviews
    • Call to action buttons
    • Messenger platform
    • Facebook Ads

 The final score is based on the cumulative total of our findings.

WHY WE REVIEW YOUR MARKETING

By reviewing your digital marketing presence and the quality of content and engagement with your audience we are able to determine our recommendations for improving your marketing, increasing your exposure to your target audience and getting you more leads.

No score is determined to be BAD, it simply tells us, and YOU how far you have already come, and what you can do in the future to get in front of your customers.

Based on the score we provide you with 10 actionable steps to implement TODAY which will help in improving your marketing.

The next step in the process is to meet with you over a coffee, chocolate milk or a beer to talk about what you can do in the future.

We are a local Brisbane business with 18 years in marketing, including experience in old school marketing like TV and Press advertising. We’ve seen it all. We understand that the current marketing world can be complicated and it’s hard to know what to do and when. You are no doubt great at what you do, which is why people come to you to have their car fixed, deck build or house painted. Working with us let’s you do that best as the leads roll in without having to worry about where the next customer will come from.

THINGS WE CAN HELP YOU WITH

  • Building websites and landing pages
  • Setting up social media profiles
  • Creating marketing strategies so you know where you are going, email, social media and promotion
  • Managing your Facebook advertising so that you stop wasting money
  • Managing your Google advertising so you get seen
  • Creating email campaigns so you can keep in touch with your clients
  • Photography, so that your business always looks its best
  • Google my Business management
  • Search Engine Optimisation (SEO) so that you are always #1 when someone Googles your services

So all that is left to do now is to fill out this form. This gives us all the information we need to check out your existing marketing and put together a comprehensive report. It will about 3 minutes to complete and it’s 100% risk free because if you don’t like what you see or don’t want to talk further, we won’t hold it against you, but come on, who doesn’t want more customers calling?

Talk to you soon.

What is SEO? Why do I need it?

What is SEO? Why do I need it?

What is SEO? Why do I need it?

It used to be as easy as having a yellow pages ad, but as technology as changed and competition has grown fiercer, SEO (Search Engine Optimisation) has become a near necessity for business marketing.

Sure if you have a spare $50,000 you could run a successful radio campaign. Or perhaps place an ad in the paper, but the reality is, these days people are searching for products and services using Google, and if your business isn’t appearing at the top of those Google searches, then you are missing out on customers.

So what is SEO? And how exactly does it’s milkshake help bring all the boys to the yard?

What is SEO?

The first thing you need to understand is how search engines (okay just Google, the rest aren’t important), rank pages and decide which should appear at the top of the search.

To put it simply Google sends out its team of creepy crawlies “spiders” or “bots” to “crawl” hundreds of millions of web pages and collect information such as page content and links to and from the page.

Once collected, the data is analysed by the search engine’s algorithms (these are like prewritten pieces of code that set rules upon the content) to determine the relevance of the page to the nominated keyword and compared to all the other pages that are also competing for that keyword. Yes it is a digital popularity contest.

It’s a bit like this. You say you have an ice cream stand. The bots go to the stall and determine whether you have a stall, ice cream, a sign that says ice cream, some literature about ice cream, and some pictures as proof that indeed there is ice cream at that location. Oh and that picture also needs to be named “ice cream”. It is also important that you have more information, more images, more links and more ice cream than the business up the road which is also claiming to have ice cream.

So when a customer, hungry for a double choc chip cone, goes to Google in search of a tasty treat and types in “ice cream”, Google uses this information to determine which page should come up first in the search.

Simple right?

How does SEO work?

Okay so you get how Google ranks and displays the pages, but how does Search Engine Optimisation actually work?

SEO works by putting the right information into your website allowing the spiders and bots to find you easily and determine that you have all the right data to rank for the keywords which are being searched.

SEO also performs the function of making your site user friendly so that the bots can tell Google it is a good site.

SEO builds links to and from your website, telling Google that it is credible (that is if the links are to and from other well ranked websites)

The way that all of this is done is by painstakingly changing the information within your website including

  • creating relevant names and titles of pages and page descriptions

  • adding keywords into web page content

  • changing the names and description of images, and

  • ensuring the webpage is clean and free from missing pages and URL errors.

Off page SEO works to add links across a variety of digital media channels including social media platforms and article submission sites that lead users back to your site.

Why do I need SEO?

Running a quality SEO campaign will result in having a bot friendly website which helps Google to rank your site highly.

Did you know that 90% of people searching for products and services do not even make it past the first page. No one is searching page 10, and I will bet a kidney that no one has ever searched page 1000.

Having a website which appears in the top 10 search listings under your relevant keywords will mean more customers to your website and more customers to your door.

In short, SEO will bring the boys to your yard whether you are selling milkshakes or ice cream, car parts or body parts (if you are selling body parts we will unfortunately be unable to do any work with you because that is illegal).

Why choose SEO over Google Adwords?

The difference between SEO and Google Adwords is that Adwords will place you at the top of the page almost immediately (the more money you spend the higher you will go), however once the campaign ends, your presence disappears immediately.

Search Engine Optimisation on the other hand will keep your site optimised month after month and the more work and content you put in, the higher your ranking will be. SEO is therefore a longer term solution.

How do I start?

There are plenty of DIY SEO plugins for websites that can get you started. A simple Google search of DIY SEO will give you the best ranked sites and plugins (isn’t that ironic).

The thing to remember is that good solid SEO takes time, research and consistency. If you have time to work on your site for hours on end then I absolutely encourage you to start today. If not…. Well I know of a few tried and tested outsourcing options..wink wink

Digitally Yours

Ala Pie

alamarketing.com.au