Google Advertising or Facebook Advertising – Which gives better results?
We get this question from a lot of our clients. I wish there was a simple “It is …. “, unfortunately it’s a little more complicated than that. Google and Facebook are 2 very different platforms and the reasons for using these platforms differs vastly.
Google is used as a tool, yes I know this is obvious but remember this. It is a tool used to find specific things on the internet. For example, if you are looking for a pair of shoes you saw a friend wearing, you know the make and style you are looking for, you just don’t know where to find it so you go to Google. The two inmportant elements in this example are the following :
YOU are searching. You already want the product, you must just find it. This would make you a hot lead which is generally easy to convert into a sale.
The item is specific, you know exactly what you want and you need to “pitch” to prove this product is the right fit for you.
Let’s break this down. This means that Google is fantastic if your target is for a specific product and service. The leads you get from your Google Ads will have a high conversion rate if this is the case as the leads are already hot leads.
There are many variables such as your landing pages and chosen keywords but for this example we will imagine these to be perfect so that we can draw a simple conclusion without adding too many elements.
Facebook is used for leisure, people go to Facebook to kill time and spy on each other’s lives. This creates a sort of a Mall environment for advertising. If you drive a lot of traffic past your shop window some are likely to come in. The important differentiating factor is the following :
You are browsing. Your intention is not really to buy anything but if something you like comes across your screen you may.
People here do not know what they want, therefore if your product appeals to a large number of Facebook users the campaign will be a success.
This means Facebook is great for products that would appeal to a large population. Facebook is also great for advertising more than one product at a time eg ecommerce websites.
You are probably reading this article to get some sort of definitive answer … and I am not going to let you down. As you may know we run a digital marketing agency. We use both Facebook and Google. Our results have been far more effective using Google than Facebook. We have come to realise that for our market Facebook is great for events and Google is great for sales.
I hope you enjoyed this article. For Google Experts in Johannesburg or Facebook Experts in Johannesburg please feel free to contact us at any time.
Timo van Deventer is a SEO Expert in Johannesburg. He owns major ecommerce websites and businesses across the world in various industries. In 2016 TImo helped over 200 business rank on the first page of Google.