Is Facebook Ads or Google AdWords Right for You?

Is Facebook Ads or Google AdWords Right for You?


– Hey, everybody, Adam
Arkfeld with ParaCore, and in today’s video,
I’m gonna talk to you about the differences between
Google AdWords and Facebook, and which platform makes the
most sense for your business. Now, I like to think about
these two different platforms as comparable to a phone
book and a billboard. And the idea, the premise
behind each platform working and not working is the intent behind the consumer’s path to purchase when they’re interacting
with you, as a business, and they’re trying to find
your product and service, or maybe they’re not trying to find it. So, let’s talk about AdWords first. With AdWords, someone goes to Google, and they’re looking for
something very specific. They’re looking for a
product or a service, but they have this need that
they’re trying to fulfill. They’re going to Google to help them find the result, to find
a solution provider, and then they’re gonna
contact that person. So, home services are a
very common business type to be on AdWords, and
they work really well. So, as an example, you
might have an electrician, a plumber, HVAC, a pool service guy, landscaping, whatever the case may be. So, when you need an electrician, you might go to AdWords and
say electricians in Phoenix, electricians pop up, you see
their ads, you click their ad. You then go to the landing page, and then you’re gonna convert into a lead. You’re gonna either fill out the form, or you’re gonna call, right? So, that’s how a consumer finds you, their intent is to find a
solution provider for that. And I liken that to a phone book because before Google, when
people used phone books, people would go to the phone book, and they would look up
businesses by category, so lawyers, or plumbers, or whatever, and there would be a bunch of listings in there that people paid for. They were still paying
for listings back then, so you can pay for ’em now, too. They would see listings
that people paid for, you would then call them,
and you would convert. So, it’s like the intent is to find a solution provider for
my problem, alright? Now, let’s move into Facebook. Facebook has different intent. The intent of a Facebook user is not to be buying something at that
specific moment in time. Now, they do buy things
at that moment in time. It’s just like walking
down the street and seeing a coffee shop and deciding
to go in and buy a coffee. It’s like when you’re
traveling, and you’re in Europe, and you see gelato, and
you wanna buy some gelato. You don’t have, necessarily,
intent to buy that product or thing, but it appears,
it seems interesting, it seems like something that you want, and then you go check it
out, and then you buy it. You may not buy it, you may
just check out the store. You might be window
shopping in a boutique, and you see some things that
you want, and you buy those. So, it’s really putting it out in front of you that
you might like, alright? So, in Facebook,
essentially what we’re doing is we’re saying someone’s on Facebook, they’re in a community,
they’re interacting with their friends,
looking at baby pictures and kitten pictures, and then, based on demographic targeting, you’re gonna show them an
ad that they will hopefully like because of their
gender, their preferences, their interests, their
behaviors, whatever. And if they find interest in
that, they’re gonna click it. They’re then gonna see some
other sort of interaction, so maybe they’re gonna see a lead form or go to a landing page,
and then hopefully, they’re gonna learn more
and convert into a customer. But the main distinction
is that they had no intent, very little intent to
purchase your services. They may have wanted your services, they may have been thinking about it, maybe it’s just a problem
that wasn’t big enough to solve right away, but
they’re not going to Facebook with the intent to buy that pair of shoes, for example, that Nordstrom showed you. So, Facebook has very different intent. The intent of people being
on there is to interact with their communities, and
they’re being shown ads. And then, in AdWords, you’re
not in there for the community aspect, you’re going there
to find a solution, alright? So, Facebook is very
much like a billboard. It’s like you’re driving on the highway, and you’re seeing a billboard
and you see that service, and then you’re gonna consider buying that product when
you actually need it, OK? I wanna use the, so, businesses
that work really well on Facebook are businesses that kind of appeal to more of an aspiration or something that you want to achieve rather than something that
you have already gotten. So, if you are, maybe if
you’re showing clothes to someone based on a demographic or you are, like those meal
prep delivery services, those are really, really, really good types of businesses to show on Facebook because someone didn’t
really think about that. I use TiVo as an example,
but TiVo is so old-school that if you ran TiVo on AdWords when you very first
started running AdWords, nobody’s searching for
TiVo, that records your TV. It’s the same thing with
the meal prep services. They can’t run on AdWords to
start because they created a market, and no one was looking for them. So, on Facebook, they
pushed their product out, they created awareness, people bought, and now those businesses are on AdWords, and people are searching for
them because there’s so many. So, going back to our
home services example, a home services company is not
a great company to advertise on Facebook, from traditional
audience targeting. Now, retargeting is a little
bit different conversation, so I don’t wanna dig in there, but for traditional audience targeting, someone only needs an electrician when they need an electrician. The buying window is a
week, maybe it’s a month. You only need a plumber, and
the buying window is an hour. Something goes wrong, and you
need someone to come fix your toilet, you’re gonna solve
that problem in about an hour. So, if you’re showing ads,
as a plumber, to people on Facebook, they’re not
even in the buying behavior. You may be trying to
create brand awareness, but your conversions
are gonna be very low. So, on Facebook, again, it’s
all about brand awareness, it’s all about showing your ad to people that maybe aren’t aware of it, but if there’s high intent to purchase, then AdWords is typically a better spot because people are going somewhere to find a solution provider, to convert, and that’s what they do on AdWords. So, that’s it, that’s kinda the difference between Google AdWords and Facebook ads when it comes to type of businesses. And really, it all boils down to intent. What is the intent of the consumer, and how does my business
fit into that intent? And if they’re not actively
looking for something on Facebook, odds are the ads
aren’t gonna work for them. If it’s something that you wanna show them that’s new, and cool,
and hip, and maybe just fits in their demographic profile, like a sweet pair of
shoes, then go for that. But when you’re in AdWords,
if someone’s looking for something very
specific, then go with that. And in AdWords, if someone’s
looking for something very specific, then use AdWords and show your ads to them
when they’re ready to buy. So, that’s all for today. Again, my name’s Adam with ParaCore, we’re a pay-per-click lead
generation-agency in Phoenix. And if you have any questions or comments, please leave them below. Like the video and subscribe,
and thank you for watching.

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