Google Ads vs. Facebook Ads
Why specifically Facebook and Google Advertising?
When we think of digital marketing we think of Google and Facebook. Both of them being dominant in their respective fields.
Googling has become a verb all on its own. When we look for a new restaurant, I no longer tell my wife, “Hey can you search this.”, it has become more like, “Let’s google a new restaurant.” Not too many people do anything but Google. They serve 40,000 searches per second on their servers. That’s a lot of people searching for a lot of stuff! Facebook being its own behemoth. Facebook has well over 2 Billion (with a B) Monthly Active users. The key is monthly ACTIVE users that hit Facebook a month.
Then, just think about our world in general. We’re coming into a completely digital world. When was the last time you opened a Yellow Pages book to find something? I haven’t seen one in years! Anybody that still goes to the malls, there are stores that aren’t even in business anymore. These malls are looking like something out of the zombie apocalypse.
We’re interacting online more, we’re having interactions more on Facebook, we’re looking up things on the web, we all have our pocket computers. We are constantly online and constantly connected. So we need to start changing our marketing strategy, we need to start shifting our focus and techniques to being able to market on Google and Facebook where we can gain customers and grow our business that way.
Today our focus is Paid Facebook and Google Ads, but let’s take a quick look into things we can do without having to pay any money. There are some things that you can do without it being paid to get us started.
When it comes to your website for Google Rankings. Some of the IMPORTANT things you need to do is have good content on your site that’s related to your target audience. Content needs to be posted to your website and updated regularly. If you’re not updating your website at least once every 3 months, Google will ding you and bring you down in the search rankings. The more you post the better and being consistent with it is better with increasing your rankings. One of my suggestions would be to post a blog once a week or once every other week and do it at the same time every week.
With Facebook, the most important thing you can do with your page is to be social, to be engaging, to be interactive with people. That’s going to get your posts listed in front of more people, more so than those that are just being “like” monsters or “heart” monsters.
I came across a meme that someone posted on my Facebook newsfeed and it said, “Support small businesses. To do that, don’t just like my posts, support me by sharing, engaging, interacting, communicating.”. Those are the things that Facebook looks for in their algorithms. How many times is this thing that you posted been viewed, liked, shared. If you’re a “heart” monster, and you’re going through and putting hearts on all the posts you come across. That’s fine, but what you really need to do is go out there and have an actual conversation, say thanks, say hello, saying how it’s going, how’s your business. The more social you are acting and engaging on Facebook as well as your page, the more that content is going to be seen.
There are just a couple of quick things that we can do that are not paid. The key here is that we don’t need to be spending a ton of money but we do now in this world, need to be spending some money on advertising on these platforms. Unfortunately, gone are the days where we can organically grow our businesses through Facebook or Google, etc. They’re businesses just like you and I are and they need to make money too. How much money…that’s a thing for debate.
Let’s dive into the paid ads portion. First and foremost, the title of this is Google VS. Facebook ads. That’s not necessarily true, this is not a one or the other type of thing, this is not to pick out, you do this, you do that. Really a mix of both is appropriate and finding the right mix for you.
I like to look at Google as a new way for new customers to find you. If you need to have customers find you really quickly, Google Ads is a great way to go about that. Facebook I look as a way for you to find new customers. So you can get out there and get out in front of new customers based on the customers that you already have.
The next question I get is how much? How much do I need to pay, or what does our budget need to be with for Google or Facebook ads to be successful and to see some return on that investment. And that’s a difficult question to answer. You could spend $1000 and get nothing, you could spend $25 and get a ton. It really just depends on what your goals are, what you’re trying to do, and how you design your ads, and how much work you put into those things.
I answer-If you go back to our Developing a Business Plan Series and you go to the budget section. You take 50% of that advertising budget and put it towards Google & Facebook Ads, that’s how important this is. 50% of your advertising budget should be spent on Google & Facebook Ads. With that 50%, I don’t necessarily mean 50% going to Google and 50% going to Facebook. Letting our goals tell us what we need to do. The first thing to do is to determine what your goals are. Are we trying to get a lot of new customers, are we trying to get more business?
Say you have a good base of customers and have a good handle on your ideal customer, then spend more of your percentage on ads with Facebook. If you’re newer to this and need to build your database more or don’t have a good handle on who your customer is, then I’d spend more money on Google Ads. The actual amount can be small and still be effective, you just have to really refine your keywords and target audience.
Good Ads is a pay per click advertising. Which means the cost goes up every time somebody clicks on your ad. The key is to get in front of the right people so when they click on that ad, you actually get some return on that ad.
How do you get in front of the right people? Without diving too deep into Google Analytics, you’re going to want to look at your bounce rate. If your bounce rate is high, based on that ad, then that ad is not working. How do we make it work? Google is all based on keywords and what they’re searching for. When they search for something, their ads get put up in front of something, if you’re paying for that keyword. So we’ve got to refine our keywords. I suggest first to go back and re-watch my video on “How to Find Your Niche (http://aaronmontgomery.info/niche) Then make a list of all the keywords you think you need to work towards researching those keywords. What people might be searching if they’re part of your niche. Then we want to research those keywords a little bit. Google as a keyword tool that’s helpful inside ad words. Check out Uber suggest that I really want you to check out https://neilpatel.com/ubersuggest/
Once we’ve done that, then we can do something that is called re-targeting. This is a simple way to gather people who have taken some action on your site (Abandon Carts, Newsletter Sign-up) and they re-target your ads to them.
Facebook Ads is basically what we call paid social.
The cost goes up every time your ad is placed in front of them as they are on Facebook. So the key is to serve ads to only people who might become a customer.
Do you know what FOMO is? THE FEAR OF MISSING OUT.
Dump FOMO! Better to miss someone first than to get in front of people you don’t want – Check out video (http://aaronmontgomery.info/smpaid ) to help with this step! The important part I want you to get is that excluding is more important than including here.
We need to build what Facebook has what’s called a ‘Look A Like Audience’ – Once you have a good list (Maybe uploaded your top customer’s emails as an audience), Facebook will make ‘Look a Like’ or similar people. Set goals for the Ads, do a small test, measure and repeat to bigger audiences till you find your sweet spot