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

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?