When it comes to online ads, you get what you pay for.
There are many different ways to advertise online. Two of the most popular are via Google AdWords and on Facebook. There are a lot of misconceptions out there about paid advertising, especially when it comes to social advertising like on Facebook.
There’s a place for all kinds of advertising in your digital marketing strategy…let’s take a look at three of the biggest misconceptions about Facebook vs. Google advertising.
Myth #1: Professional people don’t spend time on Facebook.
You’d think, right? For those first few years after Facebook launched (in 2007, if you want to feel old) it was good for little more than chatting with friends and posting on walls. Today, Facebook is a cultural force. Saying it isn’t applicable to a segment of the population is like saying ____ group doesn’t like TV. Take a look at these statistics:
- Facebook has 1 billion daily active users
- Over 84% of people between 18-49 use Facebook; 79% of Facebook users are college grads
- More than 60,000,000 businesses have a Facebook Business page
- The average Facebook Business page reaches only 2% of its audience organically
Oops, how did that last one get in there? Well, while we’re talking about it, understand that with organic (read: unpaid) reach so low, businesses must run Facebook ads to reach their audience. It’s simple math. That audience, though? If you pay to reach it, it’s a big one.
Myth #2: People don’t browse Facebook at work.
Are you kidding? You probably have a Facebook tab open in the background right now! (Quick, hide it before your boss shows up!) People spend an average of 35 minutes a day using Facebook, accessing the network at least 8 different times during their waking hours. Smart people have done lots and lots of studies and found that the best time of day for businesses to post on Facebook is on weekday afternoons between 1-4pm. (Specifically, on Thursdays!) And what are most people doing then? They’re trying not to fall asleep at their desks by scrolling Facebook on their desktop or more likely, on mobile.
Myth #3: Google AdWords is super-effective.
Oof. That’s a complicated one. Can PPC Google ads work? You betcha. Are they huge money-wasters for many small- to medium-sized businesses? Most of the time, unfortunately. There are a lot of things you can do to keep from wasting money on AdWords, though; keyword research and location targeting are two of the most important. At the end of the day, small businesses are usually competing with big businesses that have far higher budgets for the same AdWords audience. Google ads will never be the winningest strategy for a business with limited advertising budget.
What have we learned?
Well, for one, Facebook shouldn’t be written off. It’s not “dying” and it’s not purely for socializing, either. It can be an incredibly useful marketing tool when implemented properly. Google AdWords, conversely, has become prohibitively expensive for some companies. As a digital marketing vehicle, it leaves a lot to be desired in this day and age.
Need help sorting the fact from the fiction?
It’s a tangled web out there.
Let Sync’s digital marketing experts help you formulate on online success strategy that doesn’t push your advertising budget to its limits.