As B2B marketers continue to explore the benefits of social media marketing, new research indicates that they remain invested in Facebook, in particular. Most of them even explain that paid advertising on Facebook is seen as being even more effective that Google Adwords for their industry. They go on to elaborate some of the following points that earns their loyalty to the social media giant.
Facebook Ads Are Relatively Affordable
The Cost per Click (CPC) for a Facebook ad is almost 70% less than Google AdWords CPC. What you should understand is that Google AdWords use keywords when advertising. So, you must use an appropriate keyword for your product or service to appear at the top when customers search. Some keywords are more popular than others, so most people tend to use them. The increased competition for these keywords pushes their prices very high. This is unlike Facebook, whereby the cost of any word you use remains uniform even if its competition is high. On top of this, Facebook also has more bidding options that may cost even less, including the Cost per Action (CPA) and Cost per Thousand Impressions (CPM). You can also try these two options and measure their performance.
Better Targeting
With Google AdWords, you can apply a random keyword and hope it will be visible to customers. It is like gambling, especially when you do not have the budget to pay for a better keyword. Facebook ads use a different approach. The system provides you with the keywords and an estimate of their potential. Facebook knows a lot about their users because they list their preferences when creating an account, so it’s easier to target the audience you need and avoid wasting time on an audience that may not be interested in your services. Google AdWords knows little about its users and cannot target them properly.
Facebook Ads Allows You to Use Images and Videos
This feature of Facebook ads is very powerful. You can attach an image alongside your text which shows what the product you are advertising looks like. That is because images are eye-catching. Google AdWords does not have this feature. It only relies on texts, and not many people take their time to read through a text ad unless they need what you are offering. An image will attract those people considering new furnaces or full systems simply by putting it right in front of their eyes. Besides images, Facebook ads also allow you to use videos. You can show eye-popping graphics that draw in customers to your business.
Facebook Ads Have More Freedom
Google AdWords allows only 75 characters, but Facebook ad allows as many as 135 characters. The higher count means you can give more details about your products for better understandability. Also, unlike Google AdWords, Facebook ads recommend which words to use to avoid any potential copyright issues. You can even invite the target audience to participate in a contest and increase your brand awareness or email list.
It is Easier to Set-Up a Facebook Ad Account
Setting up a Facebook ad account is straightforward and user-friendly, unlike the Google AdWords account. It is also easier to manage since you will only be checking how your ad is performing and making a few adjustments whenever necessary. Google AdWords requires a lot of effort to manage. If you make a slight mistake, you may not get any results.
Whether B2B or B2C, Facebook ads provide more versatility, more options, and more avenues for businesses to reach out to their target market and close more sales in the process. Google Adwords has its place in the digital marketing world, but it can’t be expected to replace social media marketing channels like Facebook.
