-Jesse Lubar, CEO OMG National
We all know by now; Google AdWords is the standard by which all other advertising online is measured. They pioneered and perfected the medium, you’re either listed at the top of the page, or you’re invisible, right? Well, not if Facebook has it’s say. Facebook continues to up the ante with its targeted advertising campaigns, complete with robust demographics and an intuitive ad manager which gives you many options for how to advertise your specific posts, promote your page (Facebook), your website, even your phone number directly.
Both sites are frequently changing the rules of the road, which makes keeping up on the latest algorithm shift an arduous task. With Google, they shift their requirements for landing page density, keyword bids, and page relevance, while Facebook adjusts what users are shown in the news feeds. Keeping up with these changes requires frequent study, testing with various analytical web tools, and just running practical scenarios to see where your ads stand.
But knowing where to spend hard earned marketing dollars is the key. You need results, you don’t want to wait, and certainly don’t want to waste time or money. So which is right for you? With Facebook, the targeting features are unlike anything else we’ve ever seen. Being able to pinpoint your audience in such a granular fashion is very powerful. Here are a couple of examples, pulled from real world OMG clients who are advertising with us on Facebook.
- Luxury Home Remodeling Company – Miramar, Florida – This client is looking to target high end remodeling projects in South Florida. What we can do for them is target members of country clubs in the target zone, readers of home design magazines, those with CEO, President, or Business Owner titles listed as their occupation, and so on.
- Pharmacy – Atlanta, Georgia – This client is looking for new customers within a specific geographic area. We will search for Facebook members in the local area who are current members of AARP, grandparents, aged between 55-79.
You get the idea. Imagine the possibilities for your own business. During a discovery meeting, we will pull ideas from you to help craft this audience. When they log on to Facebook, they are now targeted with either page suggestions, as in “You may like Wally’s Pharmacy”, or sponsored posts from them, this could be a discount, new customer promotions, etc. The advertiser can now broaden or narrow their target list depending on the number of Facebook users who fit the mold. The more defined the demographic gets, the smaller the list becomes.
The big question on the mind of Facebook’s early advertisers was whether or not the ads would convert. The rap on them was that they were not converting enough. Facebook got smart and began investing some of their billions of dollars into Google defectors, filling their ranks with some of the best Google ad pioneers and solving some of these early challenges.
In looking at the timing of ads in relation to when searchers are making purchases or decisions to purchase, one would give the edge to Google. Google is where you go when you are seeking out services or specific products, however Facebook is coming on strong with a new feature they have rolled out called the Professional Services Listings as well as a new search feature. This makes great sense as more and more consumers are consulting Facebook prior to making purchasing decisions. How many times have you asked those with whom you are “friends” with on social media for a recommendation? Anyone who is a frequent social media user has seen this.
Also, Facebook now has network ads which appear outside of Facebook (even to non-users) across multiple sites, similar to the AdWords enhanced network. This enhanced network is helping Facebook close the gap on Google’s lead in the online/digital advertising race, by combining the carousel-style image ads which can be run on multiple devices with their branding abilities and the inexpensive cost per impression model which is in use with the typical Facebook ad.
These new features and their commitment to continual improvement, are pushing Facebook close to Google when comparing options. However, when looking at the ad viability in a head to head comparison, we still give the edge to Google when it comes to direct service or product based online ads. Using both is a powerful way to capture leads and accomplish enhanced brand recognition at the same time.
Here at OMG National, our experienced digital marketing representatives will work hard to make the most of your budget. Our goal is to get you the most bang for your buck whether you are just starting out, or are working on multiple campaigns for your well established business. We will blend our services and balance the need for “right now” results with the longer term concepts of brand consistency and review management.
For OMG National, this is Jesse Lubar signing off with a smile.