Understanding Google Ads
Google Ads, formerly known as Google AdWords, is a pay-per-click (PPC) advertising platform that allows businesses to display ads on Google’s search engine results pages (SERPs), YouTube, and other Google-affiliated sites. Here’s what you need to know:
Key Features of Google Ads
- Search Intent: Google Ads targets users based on their search queries. This means your ads are shown to people actively searching for products or services like yours, making them highly intent-driven.
- Wide Reach: As the most popular search engine globally, Google offers unparalleled reach, ensuring your ads can be seen by a vast audience.
- Ad Formats: Google Ads supports various ad formats, including text ads, display ads, video ads, and shopping ads, providing flexibility in how you present your offerings.
- Measurable Results: With robust analytics tools, Google Ads allows you to track the performance of your campaigns in detail, offering insights into clicks, impressions, conversions, and more.
Benefits of Google Ads
- High Intent Traffic: Users on Google are often ready to make a purchase, leading to higher conversion rates.
- Scalability: Google Ads can scale with your business, from small campaigns to large, international efforts.
- Flexibility in Budgeting: You can set daily budgets and adjust bids based on performance, ensuring you control spending.
Challenges of Google Ads
Cost: High competition for keywords can drive up costs, particularly in competitive industries.
Complexity: Google Ads requires a steep learning curve, and managing campaigns effectively often demands expertise.
Understanding Facebook Ads
Facebook Ads is a social media advertising platform that allows businesses to display ads on Facebook, Instagram, Messenger, and the Audience Network. Here’s what you need to know:
Key Features of Facebook Ads
Targeting Capabilities: Facebook Ads excels in targeting, allowing businesses to reach users based on demographics, interests, behaviors, and even life events.
Visual Engagement: With a strong emphasis on visual content, Facebook Ads supports a range of ad formats, including image ads, video ads, carousel ads, and more, fostering high engagement.
Social Proof: Ads on Facebook can garner likes, comments, and shares, enhancing their visibility and credibility through social proof.
Detailed Analytics: Facebook Ads Manager provides detailed insights into ad performance, including reach, engagement, clicks, and conversions.
Benefits of Facebook Ads
Advanced Targeting: Reach specific audiences with precision, making your ad spend more efficient.
Cost-Effective: Generally, Facebook Ads are more affordable than Google Ads, especially for highly targeted campaigns.
Brand Awareness: Great for building brand awareness and engaging with potential customers through visually appealing content.
Challenges of Facebook Ads
Lower Intent: Users on Facebook are typically not actively searching for products, which can result in lower conversion rates compared to Google Ads.
Ad Fatigue: With high frequency, users may experience ad fatigue, leading to decreased engagement over time.
Privacy Concerns: Changes in data privacy regulations (like iOS 14 updates) can impact targeting accuracy and tracking effectiveness.
Comparing Google Ads and Facebook Ads
Cost and ROI
Google Ads: Typically more expensive but a very intent buyers.
Facebook Ads: Generally lower cost per lead, but can have more price shoppers if you don’t have better pre-qualification.
Which Platform is Best for Your Small Business?
Choose Google: If you have an easy to understand, in-demand service, then Google can be a great option. It allows for an easy setup, clear targeting, and a clear cost per lead. It does require you to have an optimised website.
Choose Facebook: If you have a service that takes a little more explaining. Examples would be debt counsellors, financial advisors, accountants, or similar. Or if you have a business that people do not know that they need. Facebook is also a good option if you don’t have a website, as you can run successful lead generation campaigns without a website!
Choose Both: In many cases, using both Facebook and Google allows for a consistent flow of high quality leads at a good cost. This is good for businesses who really want to dominate a local area as the top provider in this area.
Do It Yourself Or Pay Someone Else
You can successfully run ads on Facebook or Google without needing an agency, the same way you can file your own provisional tax return with SARS. However, having an expert team that takes care of everything and focusing on getting you a return on investment is worth every penny.