Facebook PPC | The Digital Clicks Blog
While Google AdWords is established and is a proven online marketing method in the UK and worldwide, Facebook’s PPC service is relatively recent and underutilised. Facebook ads are more direct; businesses can place targeted ads based on demographics and psychographics, but there is a lower click-through rate (CTR). Google is less niche, but an online marketer can be sure that when users come across ads on Google, they are already looking for something. When someone searches, advertisers can know that it is indicative of a problem or need for which they are providing an answer. There is an existing interest in what they have to offer. It isn’t surprising, then, that AdWords has a higher click-through rate. Facebook ads have at their disposal a 400 million-plus pool of willingly submitted personal information, which should entice most internet marketing companies. The ads, though, are relatively subtle and do not detract from the social use of the service. Users are on Facebook because they want to socialise, probably not because they want to buy things. In this sense, Facebook is proactive, while AdWords is more reactive. When a need isn't declared, as it is when actively searching, a greater amount of consideration is needed to entice the user away from their habitual activities. The ads will most likely be very relevant to the user, but advertisers must then consider how they will grab the visitor both visually and textually to a much greater extent. The consensus seems to be that the use of ad words and Facebook PPC shouldn’t be mutually exclusive. Both offer advantages over those in online marketing, but their use is wholly dependent on a business’s budget and goals. Google offers a higher CTR and has at its disposal a huge content network to distribute ads if the reach is the primary concern. They also offer negative keywords, which ensure an ideal audience and reduce PPC costs. Facebook potentially provides the best fit for the product or service, despite the lower CTR. Ideally, both services should be tested and compared to see which produces the best results for a specific business. If a quality-over-quantity method is desired for targeting a smaller but specialised audience, then Facebook PPC may be an ideal alternative to AdWords. It is certainly cheaper, but it might be wise to consider Facebook’s ad service to be a valuable additional service for larger campaigns if it can be afforded.