Which Paid Advertising Service is Right for You?
Google has made appearing in organic search results more and more difficult. Because of this, increasing your company’s revenue and extending your brand awareness with pay-per-click advertising has become a key goal within the overall online marketing strategy of a business or online business player
Pay-per-click advertising or PPC is paid advertising, which is not based on impressions, but on clicks. This has the advantage for the advertiser that only costs are incurred when actually a user action was triggered, the mere fade of the ad, however, costs nothing.
PPC advertising is, thus, also possible within the scope of small advertising budgets and financially very well calculable.
Typically, factors such as content rating and other ranking factors determine how well your own content is placed by search engines or on social networking sites.
By contrast, pay-per-click advertising makes it possible to buy its place in the upper seats, which means that even poorly placed sites can get positions in the top tier.
Since users many times click on the first 1-3 search results, this improves the chance of generating traffic and, as a rule, bolsters revenue.
This post from Wordstream offers some of the benefits of paid ads:
One of the main advantages of using Google as an advertising platform is its immense reach. Google handles more than 40,000 search queries every second, a total of more than 1.2 trillion web searches every single year. As Google becomes increasingly sophisticated – in part to its growing reliance on its proprietary artificial intelligence and machine learning technology, RankBrain – this amazing search volume is likely to increase, along with the potential for advertisers to reach new customers.
However, it can also have the opposite effect for some that when links are marked as “paid advertisements.”
A portion of users deliberately do not click on them due to a lack of trust or consider them annoying. In addition, a certain percentage of clicks on paid ads are accidental, and especially on mobile devices.
Advantages and Disadvantages of Pay-Per-Click Advertising
The creative and interesting content of your ads is of particular importance here in order to counteract this effect. In general, although the click frequency will be lower than with organic search engine results, the quality of the visitors will often increase, because if they are really interested, they will not care if it is a paid ad or not.
So there is a good chance that paid advertising generates fewer visitors than a comparably good “normal” entry, but higher conversion rates.
For PPC advertising, one usually thinks of Google AdWords first, but Facebook Ads is also an option for advertising media. When deciding which platform to use depends on the type of product offered, because each has its own prowess, as seen in this video:
Advertising in Google Adwords VS advertising in Facebook Ads
Through Google Adwords, it is possible to place ads that can be observed by those who browse the web looking for information of any kind.
The advertising displayed will be related to the words or the key information used in the search, in addition to linking the Internet user with other companies that offer similar products, for the sake of greater expansion.
This program will allow the ads to be displayed both in the Google search results and inside the web pages themselves (those with the Adsense ad system implemented and have to do with the subject).
Another advantage is that the scope of advertising is usually quite high since every day there are millions of Internet users who seek access to products. There is also the fact of allowing the user the form of payment, either by PPC (pay per click) or by CPM (payment for impressions).
This advertising is, therefore, extremely flexible, and if it is configured well we will have our potential customers coming to the doors of the business.
Facebook Ads is Facebook’s advertising system that allows you to promote a publication on its social network.
Like Google Adwords, it allows millions of users to make public announcements that facilitate, among other things, segmenting advertising by demographic data and the interests of the Internet user.
If we manage to make a quality and “viral” ad, the Facebook users themselves will serve as additional advertising agents, since they will share it with their friends, becoming a snowball that will grow without stopping.
This advertising is also low cost and is usually paid by CPC (cost per click). One advantage of Facebook is that they have developed thorough reports in relation to advertising, which will allow the company owner to optimize the design to obtain better results.
An important difference is that Facebook Ads requires a specific design in advertising, such as the creation of images of a specific size, with limits in the text of the image, etc. However, overall Facebook Ads are less complicated, and this page offers a basic overview – Getting Started With Ads
Which is better, Facebook Ads or Google Adwords?
As mentioned above, in Google Adwords, when a user searches for something specific, such as “where to buy a car”, this tool will offer the specific answer to the question. In contrast, with Facebook, the answer to this question could appear without having had the need to look for it. As we have explained, it is about the satisfaction of existing online demand (Adwords) vs generation of online demand (Facebook).
For this reason, our recommendation is that you approach this topic depending on the objective you have. You must be clear that there really is no better tool than another, but each one covers different needs such as, for example, the objectives and the budget that we have allocated to the marketing of our brand.
If your budget allows, we recommend that you test both Facebook ads and Google Adwords, and that you distribute according to the results.
With both platforms, there are other aspects to keep in mind, such as:
- Selecting the right keywords
- Keyword competition level
- The ad design of the text, which should convey an appealing message taking into account the chosen keywords, to arouse interest and readiness to click
- Defining the budget and distribution of the budget for different campaigns/platforms.
In addition to this base, however, the monitoring and analysis of click and conversion rates, as well as the constant adjustment and optimization of campaigns, are also part of it. Not a sorcery, but a science in its own right, which requires some experience, so that campaigns cost as little as possible and bring maximum success.
Forbes magazine, thanks to the data it publishes, can offer us clues as to which of these tools is better. According to this well-known publication, Facebook, from 2015-2016, the number of advertisers increased by 50%. On the other hand, Google Adwords only had a growth of 17%.
In a nutshell:
- If you have a low budget and want to make ads based on interests instead of specific searches, the best tool is Facebook Ads.
- If you have a high budget, you know perfectly the questions of the users and how to respond to each of them, no doubt Google Adwords is your tool.
- If your main objective is to drive traffic to your website promoting quality content that responds to the interests of your target audience, in the form of inbound marketing strategies, you can use both tools at the same time.
Call S&S Pro Services if you want to chat about which type of paid advertising is right for you. >>> (303) 800-6866
First posted on S&S Pro Blog – https://www.ssprosvcs.com/paid-advertising/amp/