Using Google Strategies for Facebook Ads
Everyone has been watching Facebook to see if it can monetize its enormous traffic to become a going business. And the focal point of that monetization effort is advertising, just like Google’s. And you’ve probably read about Facebook ads, or perhaps even tried them yourself. And maybe you’ve decided that they just don’t work. You might be right, but it could also be that you are trying to use Facebook ads the same way you use Google ads, when you ought to be doing something very different.
We like to think that advertising is all the same everywhere, but it’s not. The skills needed to optimize a Google paid search ad are far different than what’s required for a feel-good “our company is kind to animals” brand image TV spot. They have vastly different purposes and they have different metrics for success.
So it is with Google ads and Facebook ads.
Google ads are all about “Buy now!” People searching are often in the midst of a purchase decision, and a Google ad is successful for marketers because they know how to sell. They can immediately figure out the ROI the minute someone buys, too. Google ads are simple and they work.
Facebook ads are a lot tougher. People using Facebook are not usually trying to buy something, so the same “Buy now!” approach you use with Google doesn’t work. In fact, your ad probably should not be selling anything except a relationship.
Facebook ads are likely more effective by going after the very beginning of the buying cycle, where people are learning about your product and trying to decide whether they need one. Or even further back, when they are trying to solve a problem and don’t even know what kind of product or service will do that.
Facebook is all about relationships, so a Facebook ad should be about that, too. How can you relate to prospective customers? Do you have a consultant that has frequent status updates that your customers might want to friend? Do you have an upcoming event (online or offline) that your friends are invited to? What can you do for your friends that might help them understand their problem better and start seeing your company as having the expertise to solve that problem?
If you develop a relationship through Facebook, the sales are more likely to follow than if you try to make a sale first. With Google ads, the relationship usually starts after the sale. With Facebook ads, you might need the relationship before the sale.
Originally posted on Biznology
Mike is an expert in search marketing, search technology, social media, publishing, text analytics, and web metrics, who regularly makes speaking appearances.
Mike’s previous appearances include Text Analytics World, Rutgers Business School, SEMRush webinar, ClickZ Live.
Mike also founded and writes for Biznology, is the co-author of Outside-In Marketing (with James Mathewson) and the best-selling Search Engine Marketing, Inc. (now in its 3rd edition, and sole author of Do It Wrong Quickly, named by the Miami Herald as one of the 11 best business books of 2007.
Great article. There are many ways to increase your company’s status on Google. People are now using Facebook for their SEO. Thanks for sharing.
Christine@ Chicago SEO
i totally agree with the part of: With Google ads, the relationship usually starts after the sale. With Facebook ads, you might need the relationship before the sale… informative article, Thanks for sharing
Lately, I’ve been trying to push myself to have a generally applicable strategy to everything. When I run into a problem (like Google ads emphasizing “buy now!” or “get reviews!” and Facebook ads emphasizing relationships), my conclusion is that I’m actually not being general enough. The strategy shouldn’t be “Include a call to action that encourages a sale.” Rather, the rule should be “Include a call to action that encourages a platform-appropriate conversion.”
It’s not that you don’t have a call to action – you always do – but the specifics are context dependent. So, you’re exactly right about Facebook. On social media, the call to action is to begin or maintain a relationship: “Like us! Be our friend.” After that relationship is established and authentic, then we can worry about other conversions.
Totally agree with yo, facebook ads will help us in bussines, first after put an ads, we are able to get more fans in our fanspage, the second, it will make our sales become better. Put it in the end of month. That’s all from me Mike, Thanks.
i am agree with your concepts. Many people use Facebook for their seo business. Thanks for sharing nice article keep continue.
I have had no luck using Facebook ads, especially on a national scale. I honestly think Google ads are the only ones worth the money, but then again I could be wrong.
With Facebook ads, you might need the relationship before the sale… informative article, Thanks for sharing
I agree that Facebook has been very innovative with its social ad units. However, if anyone should have the label of having invented social advertising on a mass scale – it’s probably YouTube.
Read by small business people, our newsletter delivers a digest of articles from the top search engine marketing experts. You will learn about:
Our newsletter is the perfect way to stay up to date with all of the latest trends, events and techniques in using search engines to grow your business and make more sales. Subscribe here. Your email address will NOT be given to third parties.
FreeFind Site Search Engine – FreeFind adds a “search this site” feature to your website, making your site easier to use. FreeFind also gives you reports showing what your visitors are searching for, enabling you to improve your site. FreeFind’s advanced site search engine and automatic site map technology can be added to your website for free.
Buy UPC Codes
Get your products listed online!
Search marketing information for small business owners.
Fetching the best small business news.
A friendly place to share small business ideas and knowledge.
Small business support through education, resources and community
The directory of the best small business sites and tools.
Copyright © 1998 – 2018 Search Engine Guide All Rights Reserved. Privacy
Research & References of Using Google Strategies for Facebook Ads|A&C Accounting And Tax Services
Source
0 Comments
Trackbacks/Pingbacks