A few days ago I was in a meeting with a client of ours that was considering some online advertising until the effects of their Search Engine Optimization began to gain traction.
What is important for business owners to know is there are significant differences between these two advertising mediums that need to be acknowledged to determine if they would be useful to their business, as well as how to develop the overall campaign.
Let's Start with Pay Per Click
One of the biggest differences between Facebook and Pay Per Click (PPC) advertising is whether there is already a preexisting demand for your product, or not. For example, if you run a PPC campaign on Google for your lawn service company in Bergen County, NJ, you're going to build your campaign around being found by those searching for keywords related to your business, such as:
- Bergen County, NJ lawn service
- Landscaper in Bergen County, NJ
- Affordable landscaping in Bergen County, NJ
So, what you'll hopefully acknowledge is the fact that searchers are already expressing a demand for yours services based on them searching these terms alone. Because of this, Pay Per Click advertising is passive, in that it is only effective when there is a market need; however, PPC is great in driving sales because you must assume most people looking for lawn services, specifically, aren't kicking tires - they're picking up the phone because their lawn sucks and they need your help.
Now Let's Talk About Facebook Advertising
Now, when people are scrolling through their Facebook feed, they are rarely thinking: "Jeez, I need a plumber." Or: "Oh boy, where is a great dog kennel when you need one?" Instead, they're looking at Jenny's wedding pictures, arguing politics with the Social Media trolls on the comment section of Danny's latest posting and wondering how many times Peggy is going to change her relationship status in one month. Seriously people, pick one already.
The point is, people go to Google for:
People go to Facebook for:
You see, if people want products/services, they'll Google or Bing it. The point is, if you're going to advertise on Facebook, you must create a demand for your products/services.
Now, how you do this depends on a couple factors, such as:
- What are you selling, and why do people need it? Better yet, what low lying fruit of your target market will realize the demand for what you're selling as a result of reading your compelling copy?
- Who are you selling this product to?
Let's address #1 first. Take a look at this Facebook ad we developed for a client today:
Now, notice how we didn't simply advertise for services, but rather attempted to drive desire for new home owners to contact our client to minimize the risk of a stranger entering their home. And that's why we were claiming they needed to contact our client.
Now I want to talk about the second aspect of successful Facebook advertising, and that is targeting the right crowd.
One thing you'll begin being grateful for in your Facebook advertising is how much Facebook knows about their users. While Facebook won't provide you an option to target: "Moms with 2 kids living in Bergen County, New Jersey with one ex husband and $26,000 in debt", they will however provide you with several targeting options that should help your find your market.
For instance, in the example above, we chose to target females aged 25-38 who 'liked' their local police department page, took a recent interest in real-estate, and 'liked' pages that sold children's clothing. In this way, we were targeting recent home buyers who place an emphasis on being informed about local crime and have children. While no ad campaign will ever reach 100% of your intended target, the name of the game is ROI: Return of Investment, not simply impressions. In other words, with $200 in Facebook advertising, how many customers and how much revenue did you generate. That is the most critical metric in all of your campaigns.
As I always say, "a marketer that sells impressions is like a chef that seats you at a table - neither is going to feed you."
No matter if you're running Facebook ads or Pay Per Click ads, spend some time learning about your target market, and what keeps them up at night with regard to your product or service. Do that, and your message will be very effective at increasing your sales, and your overall growth, as you thrive like a beehive. Good luck to you.
Don't compete — DOMINATE.
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Matt Steffen was Listed by Forbes as the #1 Marketing Consultant Who Avoids the B.S.