It’s time to invest in paid advertising strategies to grow your business. But the question then becomes: Do I invest my advertising budget in Facebook Ads or do I use Google Ads?
However, before you decide, it's important to note that there's a strategy for having both types of ads or choosing between the two. In this blog, we will evaluate the steps you should take to determine which is best suited to your business.
To learn about the differences between Google display and search ads, click here to further your paid advertising knowledge.
For now, let's jump into the real reason you're here.
The right answer to this question we posed above requires some quick goal evaluations and additional questions about your products or services and your customers.
The first thing you want to do is identify your goal with paid advertising. Do you want to increase the amount of leads in your sales pipeline, or are you looking to build your business’s visibility in the community?
The answer to this question will decide if you need a targeted strategy or a brand expander strategy.
Both offer tremendous value to a business, but they serve different purposes in the quest for increased business. You can learn more about Targeted Ads and Brand Expander Ads offered by RevLocal in this blog!
Meeting vs. Creating Demand
After you’ve set your goals with paid advertising, it’s time to think about your products or services.
Are you an auto repair shop that offers oil changes? Or are you a clothing store looking to promote a sale to a specific demographic?
Google Search Ads are designed to meet the demand that is currently in the market. Customers need oil changes, plumbing services, flower delivery, etc. and they are not going to stray on these needs.
These users open Google on their mobile device, tablet or computer and search for a business that can solve the problem they have with some sense of immediacy.
Because of this, their buying cycle is relatively quick. They are likely to see your business, consider you a viable option and make the decision to contact you within a short period of time.
If you’re looking to capture warm leads when they are ready to purchase, Google Ads is a great option.
On the opposite end of the spectrum are businesses that need to create a demand for a product or service, and that’s where Facebook Ads can provide a lot of value.
By putting your brand, product, service, event, etc. in front of your customers where they spend a lot of their time (social media), you can create a demand for your business.
You build awareness for your business and provide a reason for someone to engage further. These customers will have a longer buying cycle, typically, as you will have to show them why they should purchase one of the products or services your business offers.
Facebook advertising also works well for more niche industries as well as those that are highly visual.
While Google will be incredibly valuable for those users who know what they are looking for with niche products or services, Facebook can be a great place to advertise as well.
Those who have a niche need are likely engaged with Facebook Groups, manufacturer brands and other enthusiasts on Facebook when they are searching for the product or service they need. Being in front of them on their timelines is a great way to get your business to the top of their mind when they make their decision.
Using Both Facebook and Google
Utilizing both platforms can also be highly beneficial.
When you can create a need via Facebook, users will begin searching more on Google for additional providers. The last thing you want to do is not be present when someone is searching, so a Google Ads strategy might be necessary.
When a consumer sees your business on Facebook and then moves over to Google to do more research, if your competitors are there instead, the chances that your business is selected diminish greatly.
You want the user to see your ad on Google! There is trust already built from the Facebook ads they see, making the path to conversion faster with the help of Google.
Google recently came out with metric changes to their Google ads. Learn more about these updates here.
It is important to remember that Google and Facebook both have the power to drive customers to your doors. Choosing the right platform for your advertising can get them there faster.
But remember they are not mutually exclusive. If you can invest in both platforms, consider doing so. Your brand will be stronger and you’ll be able to build more consumer trust.
For more information on which platform is right for your business, reach out to your marketing strategist to create the perfect advertising plan.
If you are looking for a place to get started in your advertising journey, fill out this form to request a demo with one of our expert digital marketing consultants.