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For any business looking to advertise itself online, the options open to you today are absolutely incredible. To help make sure that you are making the correct choices, we recommend that you start by taking a look at advertising on either Google, or Facebook. Both offer excellent opportunities for returns on your investment, and make it easy enough to start targeting people who would be smart and intelligent investments for your business. However, both marketing opportunities come with various pros and cons.
You would not market the same way on Google as you would on Facebook. It requires a different form and style of marketing, and that can make it quite tough to know what works and what fails. To help you make sure your marketing is more progressive, let’s take a look at how you can make every penny spent on Google and Facebook advertising a penny well spent.
So, advertising on Google makes a lot of sense for obvious reasons – it’s one of the most powerful search engines around. Being on here is a must for any business that wants to be discovered by the majority of search engine users. Since it is primary a search-based service, though, we know that people only come across you when they were actively searching for what you offer in the first place. For that reason, there’s no need to go and try and target people and reel them in: they literally came looking for you. As consequence, the cost per lead to acquire a customer on Google is amongst the lowest in the industry. Many businesses like to turn to Google as it offers the opportunity to get access to people across a whole host of platforms. Add in the prevalence of Google and Google Chrome as a mobile search tool, and the idea of advertising on Google becomes a lot more obvious.
However, it takes a certain level of expertise to manage Google campaigns. You can find it very easy to waste valuable resources and time trying to implement a system that is never going to work.
The technical side of Google advertising is quite complex, with knowledge of keywords, trends and Google AdWords needed. Therefore, it’s one that many people choose to work with by hiring a professional rather than going solo. While this is yet another added cost, it avoids wastage.
It also means that you need to deal with a huge level of competition – and we mean huge. Google advertising is going to be loaded in most of the big niches meaning that you need to run rather exceptional campaigns to get noticed. Again, professional advice is worth seeking out.
Facebook advertisting, meanwhile, is a different kettle of fish altogether. It’s all about highly targeted advertising and using everything from personal interests to geo-targeting and age demographics to make it all fall into place. Facebook offers us so much potential contact info, though, that you can be so specific and targeted about who to make sure is getting access to your promoted advertising. If you are selling kitchens then you won’t want to be promoting your kitchen sales on a Facebook group, or Facebook profiles, that are interested in something totally different. It’s all about using the power of Facebook to dig deeper and find a profile of person that would be your standard, go-to demographic.
Since Facebook works with massive companies like Experian and Oracle, too, the level of accurate and personalized targeting is actually a little frightening. Invasion of privacy aside, this allows you to get right into the mind-sets of the kind of people who will love what you have to offer.
Facebook knows who you likely voted for, what sport team(s) you follow, where you live, what you had for lunch last week and who you are going out with. So long as you posted about it on Facebook, they’ll be able to use that information as a potential demographic to market to and target.
Now, the thing with Facebook is that its marketing is amplified even further when combined with Google. While Facebook is all about vastly specific targeting, there is nothing to say that the people you promote to are interested in what you have to offer.
Instead, you need to be using Facebook to show that you are a business that can be trusted. Promote links to useful content and valuable information rather than just the product. Bring them in and let them see what you stand for first, then make the sale. Unlike Google, when people are actively looking for what you offer, Facebook allows you to make new networking contacts and build your reputation, but isn’t so great for direct advertisement. At least, not when trying to generate new leads.
How, then, do you choose what you need?
Making The Choice
Really, the best choice is to try and augment them both together. Since Facebook is so unique in the information that it provides you with access with, it becomes increasingly easy to target people exactly as you would like. By using Facebook to get people interested in your company and then using Google advertisements to reel them in when they dig deeper, you can help both marketing campaigns to amplify each other. Rather than trying to use them to make two different forms of marketing half-work, they can be utilized as one to make a much more compelling case for either to be used.
If you are unsure of what to do, then, invest in Facebook and Google marketing and combine them together. Lure people in with value via Facebook, and use their Google searches to offer access to excellent promotions, value deals and more!
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