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Google Vs. Facebook Ads Strategies | Primal 013

Google Vs. Facebook Ads Strategies | Primal 013


– Three questions this week. We’re gonna be talking about
actually just one question. (instrumental music) But we’re gonna try and
split it into three parts and the question is, if I’m
advertising, should I be utilising Facebook or Google AdWords? And if you had to pick
one, which one would it be? If you were to do both, how should you use both of the platforms? So, I’m gonna break it
up into three parts. The first part is, we’re gonna be talking
about Google AdWords. The second part will be about Facebook. And the third part will be about how you can potentially use both. So, I’m just talking about Google AdWords as a platform itself. It’s been around for the longest time. It’s the source of Google’s,
main source of revenue. I believe it’s about 97% of the revenue comes from Google AdWords. And the main part about Google AdWords is the search campaigns. So when you go to the
first page of Google and you type something in, if
you don’t have ad blocker on, you’ll start to see the ads appear in the top four positions, or top three depending on the
auction and the results of it. So, it’s a PPC platform, you
do pay-per-click advertising. It’s called pay-per-click
’cause the advertiser pays every time somebody clicks on the ad. So the way the platform works
is that, you have potential buyers that are searching for
something, or prospecting, or just simply looking
for a product or service with commercial intent. Google AdWords or businesses
using Google AdWords will pick out key terms that they want
to advertise for that may lead to that searcher going to
their website and therefore, going to their website and therefore potentially taking action,
submitting a form or purchasing a product if
it’s an eCommerce store. And basically, when people
are searching for something, they already have the consideration or the intent to do something. So we covered this in one of
the last videos where we talked about the path to purchase
and the funnel and the various steps that people go through
before they end up converting, buying, or submitting
their details online. So, if we think about search
terms and people searching, people are looking and therefore
already display intent. Especially when they are
searching for commercially viable terms such as, buy Christmas tree online. It’s almost Christmas. And advertisers wanna be
able to capitalise on that. Especially that kind of intent. As opposed to advertising for
keywords like Christmas tree, which may signify that the
searcher has research intent not a buy or commercially viable intent. So, when you’re paying to use AdWords, you really want to be driving as much high-intent people to the site. You’re also paying per click,
so every time you’re paying to get a click, you really
want to be maximising that investment, only to attract people that may purchase something. If you’re catering to all
available opportunities for all keywords that relate to your
products or service with purchase intent, you also want
to be then advertising for generic key terms, which may
bring people who are in the research stage or
consideration phase to then come to your site,
consider it, bounce off, do something else and
potentially come back later on. If they remember the brand,
and maybe you’re doing some marketing as well, to
bring them back to the website and then convert. So for us, I believe, Google AdWords is a really good platform. It’s been around for so long
that the price to advertise per click, especially
for the search campaigns, rises year on year without a doubt. And the reason why this happens is just the natural supply and demand, and obviously as there’s more
advertisers on the platform, things get more competitive and heated and everyone’s bidding much
higher which then raises, it’s the average CPC, or
cost per click, year on year. So the idea with using AdWords
by itself, is that, okay you can attract people that
have high intent, but it’s also quite expensive compared
to, let’s say Facebook, for instance, which is a much more… Google AdWords is a
very mature platform and Facebook is maturing,
but it’s not quite as mature as Google AdWords. So, it’s really about the results. If you’re gonna be using
Google AdWords by itself, stand alone, without let’s say,
using Facebook alongside it, you really wannnajust focus
on the commercially viable terms that signify high intent
in order to maximise the potential return that you
might get from attracting those people to your website. So, if there is an ROI with using AdWords over time, yes, use AdWords. In fact, as an agency,
when we use AdWords for our own website, we find
that the leads that we get from our AdWords campaigns
tend to be quite high quality because we’re attracting
people that are searching for businesses like ours
before they convert. However, the cost to
attract those kind of clicks are much higher than Facebook. So, it’s really about the
results that you get from it. Is it working for you? Are you doing things right? And if so, are you getting a return? And if so, then why not continue
to invest in that platform? So, on to the second part, should I be advertising on Facebook? Is Facebook a good platform? How is it versus Google AdWords if I was to only pick Facebook? So, Facebook, it’s really
come a long way in terms of developing the campaign types,
especially its algorithms when it comes to advertising
within the platform. So actually now, you’ve got
campaign types that can increase awareness, drive engagement,
drive people to your website to convert, or even get them to
submit their details through a lead generation campaign,
therefore allowing the platform to become very powerful in catering to all stages of the funnel. And allowing you to generate
leads without getting people to even go to your website. We can run lead generation
campaigns, and we can run video advertising all within the
platform to nurture people down the funnel without even
taking them to your website, which is pretty amazing. So, the idea would be to,
and Facebook is an amazing platform for discovery as well. So, a recent Facebook event
I went to was all about how Facebook really drives discovery. How people can end up finding
services and products that they’ve never seen before anywhere else. And it’s really good to
really be able to drive that awareness and also get the
final conversion all in one. So when you’re using Facebook
as a platform, it’s much cheaper and its targeting
is very powerful as well. ‘Cause you can target people
with very specific interests, demographics, and various
behaviours online. So, when utilising the
platform it can be extremely powerful, it has immense
reach because of its high penetration among Gen Y, Gen X. It can really drive really strong results. You’re still going to get,
you’re still gonna be advertising to people that really don’t
have that intent versus the people within Google AdWords. But you’re definitely
going to get the discovery. So, you can get that
reach through Facebook to get people to discover you. It helps to stimulate new
demand versus Google AdWords which might be catering to
existing demand, as there is x amount of searches but
within Facebook you’ve got a huge pool of people that you
can potentially reach and convince to convert with
your product or service. So onto the third part, how
do we utilise both of these platforms to really maximise
one’s marketing budget? So, one really cool tactic
is, because Facebook is more of a demand generation platform
and Google AdWords is more of a, Google AdWords search is more of a demand fulfilment platform, you want to be able to
combine these two together to really cater to all stages
of the funnel and drive people through the funnel
utilising these platforms. So, one really cool tactic
is to drive Facebook traffic to your website where people can discover, go to your website, learn about
the products and services, then through some smart
pixels, you’ll be able to tag that person with cookies
so that next time somebody goes to Google and they’re searching
on Google for your products and services, or generic terms
relating to your business, because they’ve been to your
website before through Facebook and you’ve cookied them, you’re
actually able to then bid much higher within Google AdWords search to then cater to the
highest ad position possible in order to get them to
convert again on your website through a purchase, hopefully. With the remarketing on Google
search, it’s called RLSA, remarketing lists for search
ads, so you tell Google, if they’ve been to my site
before and they’re searching for terms that I’m advertising for, bid 300% higher. Because I really want to
display the ad to that person that’s been to my website
before to really capitalise on the opportunity that
they already know you and have much more intent
than someone who hasn’t been to the site before. So that’s one cool way to utilise that. Another cool way might be
to, without even taking them to your website, they
might watch a video on your Facebook page or in the
newsfeed, maybe you sponsored the video, and they would
become therefore, more aware of your brand, product or service. And then later, come to think
of you when they’re in that stage of considering different
products and services. Maybe they read a review somewhere and then they started searching for it. So, it’s really the combination
of both that’s really gonna give you the best results. And of course, it’s always about testing. As an agency, we, even
for our own brand, Primal, we’re advertising using both. And we’re finding really,
really strong results utilising both platforms to supplement
each other, as opposed to just singling one out and trying
to capitalise on just one. We find the strongest results when they’re both used together. So, I hope you enjoyed the content. If you liked it, please
share or like, subscribe, and if you have any burning
digital marketing questions, please leave a comment or
a question in the comments so that we can pick it
up in next week’s video. Thank you very much.

2 comments

Hi Mark!

How would you approach advertising for an immediate consumption (e.g. restaurants, cafes) VS non-immediate consumption (e.g. logistics, 3PLs) product/service?

Thank you! 🙂

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