Facebook vs. Google Pay-Per-Click: What the buzz is all about

Facebook Advertising has been quite the buzz phrase as of late for digital marketers. The Facebook platform certainly has matured and offers some incredibly useful data insights. Though incredibly creepy as a consumer, this data has proved to be quite a gold mine to those leveraging the insights to drive leads and revenue through optimized campaigns.
I would argue that nothing is more powerful than those raising their hand actively seeking you out via search (ie: Google). When putting yourself in front of those searching for your exact offering, there is really no better place to be. If you are an ecommerce brand, even better as Google Shopping campaigns account for a big win here. Now we can show the item and most importantly pricing before the prospect even clicks on your add as to pre-qualify them before you spend your money on getting them to your site.
The flip side of this is that if you have a new product or are looking to increase awareness where there is either A) no search volume yet or B) the cost-per-clicks are incredibly expensive, Facebook presents the best offering. Here we can target the end user and early adapters by cross-filtering: age, income level, brands that they like, interests and devices. We can then split test ads for different focus groups and optimize the ads and data accordingly.
Facebook has recently also made a play to compete with Google Shopping with their own iteration of “Product Ads” dubbed as “a solution designed to help businesses promote multiple products or their entire product catalog, across all the devices their customers use.” You can scroll through these products and by clicking on one or the other are directed to that exact landing page.
The graphic below outlines some of the more important features and benefits of each:
As you can see above both platforms have a Quality Control / Cost Structure (Facebook recently announced a relevance score last week showing similarity to Google’s Quality Score), Both offer ad-scheduling, remarketing, and geo-targeting to a similar yet different degree. Google click costs are typically more expensive naturally for search as Facebook’s click costs are less being purely display. Facebook still is the only platform with a custom audiences function while Google has the shortest sales cycle (unless you are offering direct app downloads).
The more campaigns I’ve been coming across lately, the more opportunity I’m seeing to run these together in conjunction. By leveraging the strengths of each platform you capitalize on those BOTH looking for your product or service and those who fit your exact customer specifications that NEED to be aware of your offering. Source: Brad Keys

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