Written by Ashley Nantz, Intern
When looking at ways to market your business online, there are two highly competitive, popular options that can take your business to the next step. In this newsletter we are focusing on ways that your business can be found by online users through the sphere of Google and Facebook advertising. As you think about how to expand your business, rest assured that these are two trustworthy options. Recently, internet live stats discovered that five billion Google searches are made daily and there are two billion active users on Facebook every month. All this to say, whichever medium you choose to advertise with will generate GOOD traffic to your business. In the latter part of this newsletter, we will discuss the perks of each platform and their advertising techniques to ensure that you are well-informed when it comes to making a decision on the platform that serves your business best.
Advertising with Google is guaranteed to be profitable for your business as you only pay for the clicks that you receive on the advertisement. This is in large part because internet users are using the search engine with targeted research purposes. Google Advertising is geared to engage with your future clientele, especially since users have a strong search motive, often leading to high conversion. High conversion means that people are more likely to engage with your advertisement, look into your website, and maybe become a part of your business family. This is just basal information when it comes to Google advertising. Google advertising is dependable and reliable. When we get into the financial side of Google advertising, just like Facebook advertising, you set your own budget. This means you choose how much money you want to spend on an Ad, and the best part of this set-up is that you don’t pay for anything but your success. You are only charged by Google on a click system; it’s called cost per click (or pay per click). As internet users interact with your advertisement they have the option of clicking on your website, calling, or some other call to action which then charges you. Google is very advanced with their conversion and tracking opportunities, so much so, that when you allow a website to track your location, a business is notified of the moment you enter their business. Crazy cool for you as a business right? You are only paying for your victories, and your victories are worth paying for and celebrating! On top of that, it is said that advertisers make $2 for every $1 spent. As said in the beginning, you are setting your business up to be profitable when you choose to advertise with Google.
When you look at advertising with Facebook, its goal is also to be profitable for your business. The intent of users on Facebook is different from the objective of users on Google, generally meaning that Google and Facebook advertisements are geared toward two different goals.. This makes sense when remembering that the two are very different platforms, hardwired for different purposes, bringing about different results. Google is geared toward people looking for specific search results, Facebook is a social media platform. Facebook users are often looking to kill time, stay up to date with happenings of current events and the people in their lives. However, time spent on Facebook can lend to great conversion opportunities. Advertising on Facebook can target specific audiences you are trying to reach, increasing your brand awareness and likes to your businesses Facebook page, getting more leads, attracting more attention and engagement to blog posts and your websites, as well as more store visits and purchases. Facebook advertising is very personable and your ads are displayed to the people who you really want to see them. You can set target audiences based on age, demographics, location and proximity to your business, and so much more. In fact, when you are in the initial stages of targeting who you want to reach, you can input all of your current clients by email so that your current clientele will see your ads. Then, Facebook uses your current clientele audience to hone in on this really strong attribute of a “lookalike audience.” Lookalike audiences capture individuals that are similar to your current clientele. This opens up a world of very feasible prospective clients who are already in your range and very much within your reach. Facebook advertisements have been known to increase brand awareness and result in increased google traffic, and it completely makes sense. If your ad is targeted towards the right people, they likely have interest in your services, and be interested in utilizing your services once introduced to you via a Facebook Ad (this will open the door for them doing a little research of their own into your business. Facebook advertisements meet potential clients where they are for the hope of generating soon-to-be clients.
Both Google and Facebook advertisements have great benefits. Both are highly reputable, and results driven. With investing in either or both of these ads simultaneously, you will see that both platforms will like that you are engaging in their services and will be more likely to help promote your services. This newsletter has only scratched the surface of the two most successful online marketing campaigns, to know more of the nitty-gritty before you make your first move, check out the visual chart on how the two spheres work. Happy advertising!