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Should I Advertise on Facebook or Google?..

Google Vs. Facebook. Which should you advertise on?..

I’d like to start by saying that I acknowledge both Google and Facebook are extremely versatile. Results, average CPC, and so on will vary from advertiser to advertiser. That said, at a fundamental level for a small business there are some strategic differences.
This may seem obvious, but with the barrage of misinforming marketing guru’s flooding the internet in the past few years people seem to have misconceptions on the uses of these platforms for advertising. So let’s break down the main fundamental strategic differences between these platforms when it comes to advertising.

Google
Let it be known that I don’t believe one platform is better than another. I simply believe there’s a time and a place for each. For example, speaking very generally I tend to lean more towards Google for more service based businesses, here’s why.
Let’s say you wanted to do marketing for a roofing company. Could you use Facebook advertising?.. The answer.. Sure. You could create a very compelling piece of content and some great ad copy. You could probably create a target audience of people who are likely to be searching for your service at that very moment. Hell you may even get some leads or sales. But.. would you rather go through all that effort, spending and testing? Or alternatively create a Google search ad and capture people in your area making relevant searches who are clearly illustrating that they’re in the market and NEED your services. One seems a lot more streamlined and effective. Perhaps even cost effective.
This is basic, but unfortunately I see many ambitious business owners falling into the trap of thinking that just because they spend money on ads they are going to see a return. Facebook is not a fixall. You need to understand context and strategy for all platforms you intend to use.

Facebook
Facebook on the other hand generally is less search based. I like to think of it as a more brand oriented platform. In the sense that you can use it to grow a brand effectively. But also it’s more for brand oriented businesses.
Now all businesses need to take brand development into account. But there are some types of businesses that brand is of utmost importance. Such as clothing lines and restaurants. These are very cultural businesses. It’s a cliché but generally people aren’t buying the shirt they’re buying the brand. Facebook is great for these kinds of things. Because of it’s integration with social media and it’s shareability, Facebook advertising is a fantastic tool for creating pseudo cultural significance and social proof (and the real thing too). This goes a long way for brand oriented businesses like the ones listed above.
As well I tend to group more impulse based purchases with Facebook. There are products that people may not know exist, but you can convince them to buy with the right targeting and message. People sell a lot of weird things nowadays. I’ve received ads for custom lightsabers before. Many people have a high interest in Star Wars, an excess of income and time, but perhaps aren’t aware of this product. That’s where Facebook comes in.
You can introduce people to products that they may not know about, but are definitely interested in. Then you can lead them down a funnel that is likely to result in a purchase. Powerful stuff..

In closing
As previously stated both platforms are ridiculously versatile. These are generalized approaches for those perhaps not so far along in their marketing journey. Google does tend to be more search oriented and Facebook tends more cultural and impulse based. But obviously there’s plenty of overlap. What you really need to consider, is how would someone likely find a business like mine?.. And if you have a very unique business, how can you best generate interest?

Google Vs. Facebook. Which should you advertise on?..

I’d like to start by saying that I acknowledge both Google and Facebook are extremely versatile. Results, average CPC, and so on will vary from advertiser to advertiser. That said, at a fundamental level for a small business there are some strategic differences.
This may seem obvious, but with the barrage of misinforming marketing guru’s flooding the internet in the past few years people seem to have misconceptions on the uses of these platforms for advertising. So let’s break down the main fundamental strategic differences between these platforms when it comes to advertising.

Google
Let it be known that I don’t believe one platform is better than another. I simply believe there’s a time and a place for each. For example, speaking very generally I tend to lean more towards Google for more service based businesses, here’s why.
Let’s say you wanted to do marketing for a roofing company. Could you use Facebook advertising?.. The answer.. Sure. You could create a very compelling piece of content and some great ad copy. You could probably create a target audience of people who are likely to be searching for your service at that very moment. Hell you may even get some leads or sales. But.. would you rather go through all that effort, spending and testing? Or alternatively create a Google search ad and capture people in your area making relevant searches who are clearly illustrating that they’re in the market and NEED your services. One seems a lot more streamlined and effective. Perhaps even cost effective.
This is basic, but unfortunately I see many ambitious business owners falling into the trap of thinking that just because they spend money on ads they are going to see a return. Facebook is not a fixall. You need to understand context and strategy for all platforms you intend to use.

Facebook
Facebook on the other hand generally is less search based. I like to think of it as a more brand oriented platform. In the sense that you can use it to grow a brand effectively. But also it’s more for brand oriented businesses.
Now all businesses need to take brand development into account. But there are some types of businesses that brand is of utmost importance. Such as clothing lines and restaurants. These are very cultural businesses. It’s a cliché but generally people aren’t buying the shirt they’re buying the brand. Facebook is great for these kinds of things. Because of it’s integration with social media and it’s shareability, Facebook advertising is a fantastic tool for creating pseudo cultural significance and social proof (and the real thing too). This goes a long way for brand oriented businesses like the ones listed above.
As well I tend to group more impulse based purchases with Facebook. There are products that people may not know exist, but you can convince them to buy with the right targeting and message. People sell a lot of weird things nowadays. I’ve received ads for custom lightsabers before. Many people have a high interest in Star Wars, an excess of income and time, but perhaps aren’t aware of this product. That’s where Facebook comes in.
You can introduce people to products that they may not know about, but are definitely interested in. Then you can lead them down a funnel that is likely to result in a purchase. Powerful stuff..

In closing
As previously stated both platforms are ridiculously versatile. These are generalized approaches for those perhaps not so far along in their marketing journey. Google does tend to be more search oriented and Facebook tends more cultural and impulse based. But obviously there’s plenty of overlap. What you really need to consider, is how would someone likely find a business like mine?.. And if you have a very unique business, how can you best generate interest?

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Social Media

Increase brand relevance & connect with
your audience.

Paid Ads

Gain brand awareness and generate leads
with ads on social media & Google.

Content Creation

Creation of professional, cohesive, & brand
driven content.

Social Media

Increase brand relevance & connect with your audience.

Paid Ads

Get massive awareness and
generate leads with ads on social media & Google.

Content Creation

Creation of professional, cohesive, & brand
driven content.