If you've ever thought that brick-and-mortar retail stores were out of business, you're wrong!
According to eMarketer research, 94% of retail revenue generation comes from physical stores.
Why? Well, consumers stated that they'd prefer to touch goods and go out with friends to have a nice shopping experience.
Amazing right? If you're still not convinced, another research (I love numbers) showed that 85% of shoppers prefer to go to physical stores because they get to feel and touch the products they want to purchase.
Are you leveraging Google Ads to drive customers and sales to your local business? Creating ads on Google Ads (formerly Google AdWords) platform work really well for local businesses.
After all, Yelp’s research shows that 86% of consumers use the Internet to find a local business and 29% of consumers search for local businesses every other week.
Large companies like Wal-Mart, OfficeDepot, and McDonald's have acquired hundreds of thousands of customers via their highly-targeted local ads.
But don’t be moved by that, small businesses are running profit-generating ads every day on the same platform. So what are you waiting for?
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.
Understanding the differences between Google Ads and Facebook is crucial to marketing success.
Google is the unquestioned king of search engines, and Facebook is the most popular social media platform in the world. While it’s important to invest in your marketing efforts wisely, don’t conflate how these two giants operate. People generally use Google and Facebook for very different reasons, and it’s important to recognize that your tactics for generating traffic on one platform may not work on the other.
Think of the purpose behind Google: people want to know more about something so they search for answers. There is a motive or intent behind every Google search, whereas Facebook curates ads and sponsored content based on users’ apparent interests. Marketers must approach these platforms differently to make valuable connections.
When tailoring a strategy to Google, the goal should be to answer very specific questions. For Facebook, it’s more about casting a larger net to a wider audience.
To sum it all up in one word, the #1 thing that drives people to click on an ad is curiosity. Not benefits. Not a unique or original feature. Curiosity.
You cannot sell a product in 40 characters. You cannot even differentiate your company from the rest of the pack in that short window. You can, however, spark curiosity in that brief of an instant.
Curiosity is a fundamental human emotion. It burrows way deeper than any logic-based purchasing emotion. In your prospect’s mind, it no longer is a question of how this product can benefit me. They forget they are even trying to buy something and the issue becomes: “I need to know the answer to this or it will eat at me for the rest of eternity.”
It’s funny when you put it that way but it’s true. Everybody has ADD online. You really only waste 2 seconds of your life if you land on a page that doesn’t fit your fancy, so people are pretty open to clicking on something if it looks even mildly interesting.