Categories
Digital Marketing

When to Use Google vs. Facebook PPC Ads

Both Google pay-per-click ads (PPC) and Facebook Ads are powerful advertising platforms. When executed well, they can cater to nearly every type of business. In terms of paid channels, these two are the main contenders. Whether one platform is better than the other in delivering a solid return on investment continues to be a question many people are asking.

The reality is choosing between the two tools depends on your business goals. So, let’s take a closer look at when to use Google’s PPC ads and when to use Facebook Ads.

Paid Search vs. Paid Social

Google Ads, or paid search, is basically paying to have your listing featured on a search engine results page to get found more easily. The end goal is to create conversions and earn revenue for your business.

Using paid search, your ad is placed based on a keyword phrase or a natural long-tailed keyword phrase instead of targeting a certain audience. That said however, I advise you to adjust the settings of any paid search campaign to target specific audiences based on location and other factors.

Paid social, or Facebook Ads, is advertising your product or service on Facebook and/or Instagram. Because of Facebook algorithm changes, it has become increasingly difficult for brands to be seen by their potential customers organically. Since the company went public, it’s pay to play for most businesses.

Facebook offers a variety of options as to where your ads will be placed. In addition to your Facebook news feed, you can use Facebook ads to advertise on Instagram, the Audience Network, and Facebook Messenger.

It’s worth mentioning that paid social also includes running ads on other social media networks such as Pinterest or Twitter.

Benefits of Using Google Ads

Google has now become a verb for the act of searching for something on the Internet. Because of this, it’s no real surprise that Google is the world’s most popular search engine. Google fields more than 3.5 billion search queries everyday which offers advertisers access to an unprecedented potential audience of users who are actively searching for goods and services.

One of the largest misconceptions is that whoever has the biggest advertising budget will somehow automatically win when it comes to Google Ads. Fortunately for those of us with smaller marketing budgets, this is not the case. The focus is primarily on the relevance and quality of ads rather than how much advertisers spend.

Google is about user experience. The more relevant an ad is to the user, the better experience that user is likely to have. When Google’s users are happy, Google is happy. Because of that good user experience, it is more likely that the user will continue to use Google as their primary search engine. Part of Google’s algorithm has these factors come into play to determine and ads quality score. The higher your ads quality score, the more they will serve your ad to users. Quality score is determined by a mixture of keywords, relevance, ad, and URL. You can check your quality score at any time while running a campaign.

Benefits of Using Facebook Ads

Both Google and Facebook ads give you options for targeting and retargeting specific audiences. Both platforms allow you to Target by age, location, gender, income level, and other things. However, Facebook is the winner when it comes to advanced targeting options, especially in the B2C space.

Beyond the variety of targeting options, Facebook enables you to create audiences based on a list of interests, behaviors, and demographics. Facebook will remember these lists if you ever want to target the same audience in the future.

You can target parents, parents of children between the ages of 9 and 11, and even vegan parents with children between the ages of 9 and 11. You can take it one step further to Target those vegan parents with children between the ages of 9 and 11 and a household income ranging between $50,000 and $75,000 and to follow health and fitness pages. You can get highly specific and granular with your targeting here.

A big misconception about Facebook ads is that they will generate immediate conversions. Facebook ads are less effective for getting leads to convert quickly. The reality is people typically go to Facebook to socialize and relax not shop. However, this isn’t a downside if you have other goals in mind with a bit of patience.

The Facebook platform is incredibly useful for building your audience. It’s unique retargeting capabilities are designed to create conversions from interested people who may have clicked on an ad and not brought or added to a card or even who spend time and read the ad or watch the video. Facebook’s algorithms are great for getting results. If you can create recognition with a sense of community around your brand on social media, people will be more likely to buy when they need your service or product. If this is part of your business is Kohl’s, then Facebook is your best choice.

Which Should You Use?

If you’re new to the word of PPC, it can be intimidating to get started. Both Google Ads and Facebook Ads promote themselves as being easy to get started with, but the variety of targeting options and advanced features are a bit difficult to digest at first. It takes a lot of time and energy to reach expert status for either platform.

That means when it comes to choosing the right platform it is important to match your goals with the unique features from each platform.

Facebook ads gives you deeper demographic targeting to match ads to the interest and progress of different audiences across your funnel. You’ll also get better conversions for a B2C company or brand. You’ll get better branding opportunities with creatives on Facebook to help build awareness over the long-term. You’ll have a platform to run your campaigns when looking for a long-term conversions and the opportunity to build a relationship with your customers since you’re interacting with them as they perform other actions on Facebook. You also have the ability to retarget an existing customer with messaging that directly matches their interests and shopping habits.

Google Ads provides text contextual targeting to reach your customers closer to the end of the sales funnel when they are looking for your products or services. You’ll get a faster return on investment, especially within the B2B space. A lot of people will convert with their first interaction with a PPC ad because they have a stronger purchase intent. You’ll also get better coordination with your SEO efforts and drive increased visibility of your organization and its offerings.

If all of this makes sense to you but sounds too complicated, the team here at Sachs Marketing Group can help. We work with both Google and Facebook ads on a regular basis and can help build the right campaign for you.

Categories
SEO

6 Reasons Your Pay Per Click Campaigns Are Failing

Not getting the results you hoped for from your PPC campaigns? Seeing either little-to-no results or high costs per click? While it’s easy to blame the niche or the internet as a whole, the reality is most of the reasons you aren’t seeing a return on investment (ROI) are things you can control. I’ll help you better understand this complex issue in today’s post.

Your Keywords are All Wrong

It’s not that your keywords are all wrong; it’s that you’re probably using too many. As you assess your campaigns, take a look at which are actually converting. Take the top 12 percent and redirect your budget to those and those alone. Seriously. Ditch the rest.

Most research statistics reflect that the top 12 percent of your keyword list gives you most sales. The other 88 percent are eating up around 60-some percent of your total marketing budget.

What a waste!

It’s still important to experiment and test new keywords. Make sure your campaigns aren’t limited to broad-based keywords. Include longtail terms that are specific to your niche, products, and target audience as well. The goal is to find the best performing keywords and direct your budget accordingly.

Your Bid Budget Needs to Be Adjusted

We’d all like to believe that setting a low bid for clicks is the way to go. It will save you money, right? Well…yes – and no, too.

In the beginning, you should actually allow for a higher budget — possibly even higher than Google recommends for your keywords.

A lack of clicks makes it impossible to determine which of your keywords are performing better (see above). The more clicks you get, the easier it is to collect the data you need to analyze your campaign.

Let’s say, for example, the recommended budget for your keyword is $12 per click. Instead, set your budget at $30 per click. You’re not likely to end up paying that $30; you’ll probably spend a few dollars over the initial $12.

Consider this an investment. Take the data you get in that first week, adjust your budget, and watch your visibility improve.

Your Ad Text is Weird

You only have a limited amount of space for your ad text, so at first it may seem like you need to get creative. This really isn’t always the case. You are better off with clear, concise wording that describes exactly what you have to offer than something witty but vague. Save the creative word play for your landing page.

This next tip matters: the text you use needs to be clear and concise, but it also needs to directly relate to what your audience will see. Don’t, for example, set up an ad about warm winter boots and then send your customers to a landing page advertising your spring special on cute flats. No one likes feeling misled. Your headline and your destination need to match.

Your Landing Page is Tripping People Up

It’s not uncommon for a subpar landing page to be the true culprit when it comes to a lack of conversions. Your PPC ad may be great, but you won’t see any sales if the ad drives traffic to a boring, slow, or unorganized destination. It takes the average web user a mere 10 seconds to decide if the page they’ve landed on is worth exploring. It better not take more than half that time for your entire page to finish loading.

Your landing page needs to load quickly and feature relevant content. Contrary to popular belief, less is more when it comes to content. Vibrant graphics, great video, and easy-to-navigate text are key. This doesn’t mean you can’t include a lot of info, especially if it’s necessary, but what you do add should be organized and skimmable.

Don’t forget to test landing pages, too. Create a couple of different versions and conduct regular A/B split tests. Direct your ads to the one that does best while you adjust the second version or come up with something new. You may even find you have different landing pages for different keyword groups, based on the way those individual audiences react to the unique ways you present information.

You’re Asking for Too Much

What’s your actual goal? Do you want a potential lead to call you for information? Do you want them to download a free form? Should they click on the landing page to complete a purchase online? Maybe you want them to sign up for an email list so you can continue to cultivate the sale.

I’ve seen a lot of landing pages where all of the above are incorporated in different areas. The truth is your visitors aren’t going to perform multiple actions. They’re looking for clear, concise instructions and will likely do one thing for you. Be clear about what that thing is and your action conversions will skyrocket.

Your Audience Targeting is Off

Your marketing team has probably spent a lot of time discussing company goals. You have great ad campaign ideas, timelines for rolling out new products, and targets for conversions.

So what’s the problem?

It’s all about you. Your customers don’t care how many widgets you want to sell this quarter. They don’t even care about your cute marketing graphics. They want to know what on earth your widget is going to do for them. Why do they want it? Do they really want it? What would they rather see instead?

Your landing page needs to answer all of these questions and more. It also needs to offer solutions for potential customers who have more questions. Can they trust you? Can they speak to someone with additional questions or concerns? Make sure your customers are receiving the educational information they are really looking for.

Boosting PPC conversions isn’t difficult, but it can be time consuming. You need to be dedicated to assessing, reassessing, testing, and adjusting your campaigns on a regular basis. Your keywords, ad text, audience demographics, and landing page layout should all be subject to regular scrutiny. The more flexible you are, the less likely your campaigns are to completely flop.