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Friday, 24 February 2017 07:15

Basic differences between Google and Facebook Advertising Episode #8

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Welcome to Marketing Fridays Episode 8.

Today we're going to be talking very briefly about the main difference between Google and Facebook advertising, so that you as a small business can understand what you should be thinking about when you're trying to decide whether you should use Google or Facebook. Let me jump right into it. Alright, so Google and Facebook, they are two different platforms, they are two of the biggest marketplaces let’s call them for doing digital advertising today. They take about 70% of all of the entire online digital advertising space which means pretty much everyone or most companies are doing their ads either on Facebook or on Google.

The first scenario is based on a search, so we all know this as search engine marketing or SEM and that scenario one where somebody has an actual problem or they want to search for something and a solution so we all go to Google and we type in whatever we're looking for. And then scenario two, in general it's what's called display advertising where you see an ad, okay, that you're not really looking for it.

So usually there used to be, back in the days, display ads; there were physical graphics that you could see. Today on Facebook, they're basically through a post, so there's a combination of text and an image and now there's also a call to action. So they are definitely different than they used to be, but in this case we're going to talk about only Facebook ads, as opposed to the rest of the other types of ads that could be... such as Twitter ads or display banners or many of the other display advertising. But, the important thing that I want to highlight here for you to know as a small businesses that, one of the most important things is that, people when they're either on Google or on Facebook, they have a totally different mindset.

 

They might be doing both at the same time or switching back and forth but the reality is that, when people are on Google, they're actually going there and typing something that they're looking for, right. They are looking for a solution, they're looking for ways to solve a problem. So their mindset is much more open to looking at specific solutions that they might find online, right, because they're looking for them. But, when they're on Facebook, in this case, they're not really looking to try to find a solution to anything; they're there to be social, to see what's up with their community, see what their friends are up to. So the mindset is completely different and you have to keep this in mind because depending on the product or service that you're offering, when you keep this in mind you might decide Facebook isn't really the right platform to advertise or it is, because people might not think about it or they might not be looking for us, but if we show them something, they might be interested. For example, let's say that it is Valentine's Day and I didn't really think about typing in "flower shops in San Diego" but I might be looking through my Facebook feed and I might see 'the local San Diego flower shop company' and I'd be like: "okay, you know I want to click on it, they might have a special and I might go buy some flowers" right.

So in this case, for example it works. But let's say that I'm looking for a very specific type of I don't know lawyer, right, patents lawyer. I mean more likely than not, I'm going to go to google and search for San Diego patent lawyers. So in this case, I'm more likely to click on the links there and actively look for somebody who can help me. So that's the main difference.

Now let's show you what happens, and you obviously might know this but when you go to Google, at the very top in today's newest format for 2017, now there's only adds at the top and at the bottom of the organic results. There's no longer any ads showing up on the sidebar, which is what used to show up. So there would be ads on the top, on the side and then the bottom. So now there's only at the top and on the bottom. The reason they did that is, they wanted to keep their mobile and their desktop search looking the same.

So you go to Google, you type in something and then usually the three or four results at the very top are the advertisement; usually you can see the little thing that says ads. And if the advertiser is doing it right, they're most likely going to send you to a landing page, as opposed to just their website right, because they want you to do something specific.

They want you to either sign up for something or request information or request a physical meeting or to attend the webinar, or whatever the company is advertising. Some ads simply do take you to their websites and that's it and then they hope that you're going to look around and sign up or contact them or maybe give them a call.

But the truth is that, these days if you're doing marketing right, you should be using a landing page but that's for another topic. And, then what happens of course, when you're looking at the organic results, the ones that are not ads, the ones that are free when you click on them, they're going to just take you to whatever it is that you're looking for. So that's usually, almost all the time simply a website or a blog or whatever it is that you've found. So that's organic and that's pretty much all there is to it.

The reason that people do google ads is because they're not ranking for free on the organic or the free results, so in that case you do need to pay to be basically listed at the top, that's kind of how it works. But for example, our company, we prefer to use Search Engine Optimization by creating a lot of content which is part of content marketing. So we produce a lot of content and then when people are searching for some of the solutions or things related to what we do, they'll be able to find us and that really helps us rank naturally or organically on Google. And when it comes to Facebook ads, this is kind of how it works when you're looking at an ad and this is right here the ad that you can see right here.

The ad just looks like a regular Facebook post, like any of your friends might post something with a picture, but it does say sponsored so that you do know it's actually an ad. When you see the ad, there's usually three things that can happen today. You can either be taken through what's called now, Facebook lead ad and it's basically a pop-up that shows up within Facebook on your mobile phone, and now also as of not that long ago, the same pop-up is going to actually show up on the desktop version of Facebook, not just in the mobile phone.

And the amazing thing about this Facebook lead ads is that, they already come pre-populated with your name or email, so you don't actually have to type in anything. The moment that you click on the button of the ad on Facebook, it'll pop up this and say hey you want to learn more, it could ask you a few questions to answer but for sure your contact information like your name and email and maybe phone number, there already pre-populated there. So all you got to do is click, you know a submit button or continue one or two times and that's it. The advertiser automatically will have all of your information, so this is a really great new method that a lot of people that are doing Facebook ads are using and so are we, because it's really really effective.

The other two options is to take people to a landing page, which again the landing page is the place where you want people to do something very specifically, like sign up. They usually have only one call to action button that you want them to press, otherwise you know if you have a regular website, they're going to just be pressing all over the place and they're going to be lost and they will not be converting into a user so that you can get their information. But the other place you could still send, if you don't want to go through creating landing page, simply sending them to your website, right.

But once they go to your website, they will get lost because I'm going to assume that your website has a lot of different pages and a lot of different things that they can click on. So that's the reason they're usually not good for sending page traffic to it. So that's pretty much it.

Those are really the differences between Facebook and Google. So just keep in mind, it's all about the state of mind that people are in. On Facebook they're not looking for things, on google they are totally looking for things so they're more likely to be more qualified, and that's the key. People they are going to be getting leads through Google will be getting leads that naturally are more qualified they are people looking for a solution. But if you get leads through Facebook, they might not be just as qualified. Alright?

Well hope that helped. Again this is Jaime Nacach from Bloominari digital marketing and creative agency in San Diego. Please leave any comment that you have or questions below and I’ll definitely be answering them. I wish you a great weekend and hope to see in the next episode. Bye Bye.

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Jaime Nacach

Marketing Strategist

I love helping small businesses with their digital marketing and business strategy. I'm a young man with a passion in entrepreneurship and international experience in business development, marketing, sales, and web/graphic design. 

Find me on: Team Page | LinkedIn | Google+Personal Website

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