Facebook

 

Facebook vs Google Advertising Comparison

Facebook Ads Google Ads
Developed website with mass appeal, then focused revenue generation Developed website with mass appeal, then focused revenue generation
Who people are – gender, location, age, education, preferences, etc – matching buyer with demographics What people want – matching seller with buyer’s expressed interest
‘Touch’ advertising – authenticated identify, interaction, and conversation ‘Push’ advertising – anonymous – inferred identity profile (cookies, IP address etc.)
Cost per thousand impressions or cost per click Search network: mainly cost per click
Content network: as per Facebook
Seeks to build a profile log of behavior over time Seeks to build a profile log of behavior over time

Therefore, there is a fundamental difference in straight advertising on Facebook. In Google, people are searching for a product or service. In Facebook they are doing something else – communicating – and you thrust an advert upon them.

To advertise click the link at the bottom of the Facebook page and create a new or go to an existing advertising account. The page may look something like this:

There are few things you have to be careful about. For the first six weeks, Facebook only runs your account at a limited pace – less than $50 a day. After this, you are exposed to the full Facebook population you select. So suddenly, your expenditure can shoot up from $50 a day to $1,000 a day or more.

The second is that although there is very precise geographic, demographic and socio-economic targeting, by being too selective you limit you target audience quite quickly. One factor, which does not work so well, is the selection by company worked for.

In terms of what works and what do not work, this is matter of trial and error.