Many small businesses have insufficient advertising funds. Having a business without advertising is often compared to a man winking to a beautiful girl in the dark. The man may be good looking, rich, and have a great personality, but the lady will not see that. Let the world know that you have a great product or service. So go ahead and take that step to advertise your business online, even on a shoestring budget.
If you want to advertise your business on a scanty budget, consider choosing between Google and Facebook platforms. Both Google and Facebook have very high numbers of daily visitors and they are therefore the top choice for most advertisers. A little money, spent in the right way can go a long way in boosting your business sales.
If you have to choose between advertising on only one of the two, here are some factors to consider:
1. User Intent
Google is a search engine platform, where users search for information, products, services, entertainment, etc. Facebook is a social media networking website, where users go to connect with others, get updates and discuss various issues. Advertisements on Google are displayed when a user searches for that product or service. Either they are researching or ready to buy.
Adverts in Facebook “interrupt” users as they are scrolling through posts on their wall. This is comparable to adverts that appear when you are watching a TV program, reading a magazine or newspaper, or a billboard as you are driving along the street. You didn’t go looking for the adverts, they just appeared.
2. Visual or Emotional Appeal
Does your product or service have a visual or emotional appeal? Clothing, holiday destinations, jewelry, vehicles, property, etc, can do very well on Facebook. Study your target audience well and create a video or image ad that attracts them enough to stop, look and buy. Google also has display advertising for video and image ads on other related websites that have integrated Google Ads.
Facebook is great for visually or emotionally appealing products or services. Adverts on Facebook can also be set to appear on Instagram if you have linked your business Facebook Page to your Instagram business account.
3. Goals of your Advertising campaign
Usually, businesses run advertisements either to increase brand awareness, or make sales, or both. Google is best for conversions and increasing sales, because of user intent as stated above (people go to Google to search for a product to buy), whereas Facebook is best for branding and awareness.
This is because Facebook gives you the capability to easily target your audiences based on demography, professions, and behavior, through the use of custom and lookalike audiences.
Google advertising costs are pegged on the keywords, and certain industries attract a much higher cost of advertising than others. Facebook advertising is cheaper, and with as little as 1 usd per day you can get a relatively higher audience than the same amount in Google ads.
There are other factors that come into play when looking at the budget spending on both. The good thing is that both Google and Facebook provide a monitoring dashboard, which allows you to closely monitor how your advertising budget is spent, and over a period of 3 months or so, you can do a lot of testing to optimize your advertising campaigns.
In conclusion, using both Google and Facebook, helps your business increase your branding awareness, get more leads, and increase your sales. Both provide very good data, which you can periodically review to improve your ads and make them more effective. Do you have to choose only one of the two? The choice you make mainly depends on your goals. If you want to make direct sales, use Google ads. If your goal is to increase your brand and get more leads, use Facebook ads.
Contact Us to help you set up Google and Facebook Ads for your business.