Metrics

Facebook vs Google AdWords: Choosing the Right Platform on a Limited Budget

As a Digital-savvy business owner or executive with a limited marekting budget, you will often face a decision of choosing between Facebook or Google AdWords as your primary digital marketing platform. The two platforms share many similarities, but can serve different purposes. Google Display Campaigns and Facebook Campaigns are even more similar in that they both rely on image ads, are based on a push strategy, and can be targeted towards interests. However, when we think of Google AdWords, we tend to think of Search Campaigns. For the purposes of this article, we are going to compare Google Search Campaigns and Facebook Advertising.

 

Facebook or Google AdWords: The Battle for Digital Supremacy

 

Even though Facebook is newer to the digital advertising battle than Google, it has become quite the formidable opponent. Facebook has built a significant, and ever more crucial, database of information and analysis about its users. It has become its own self-sufficient source of news, real and fake. In addition, very recently it started rolling in the ability to apply for jobs, competing directly with LinkedIn.

 

Nevertheless, Google is no easy opponent. If Facebook is Rocky Balboa, Google is Apollo Creed – and in the end, both are probably equal, but have different styles. Not only is Google fully aware of all your search history, but also knows your video-viewing habits, and through its Google Maps has a knowledge of places you frequent, countries you visit, and even which cars you look at more often (on the internet, not real-life, but that surely is just right around the corner).

 

To determine which platform is your primary choice, just look at the battle lines and try to compare your objectives with the best platform.

 

Push (Facebook) vs. Pull (Google AdWords)

 

Facebook Ads follow a push strategy. Facebook delivers ads to its users on their timeline feeds based on their interests and past online behaviour. On the other hand, Google AdWords Search Campaigns are based on a pull strategy. Ads are delivered based on a list of pre-determined search keywords. If the user searches for a keyword, the ad is then delivered based on that keyword.

 

Choosing the right platform for your campaign will be based on your business and your objectives. Is your business better served with a push strategy or a pull strategy? Keep in mind that push strategy campaigns tend to be more expensive than a pull strategy by nature, because you need to choose the right target audience. Therefore, your target audience is narrower, which means real estate for the ads will be more valuable, and costlier.

 

Pay Per Click (Google AdWords) vs. Pay-Per-Click OR Impression OR Other (Facebook)

 

Google AdWords search campaigns are billed on a pay-per-click basis. Facebook campaigns vary widely, and as a result there are different types of billing methods. Pay-per-impression or pay-per-click are the most common.

 

If your main consideration is budget, choosing the right platform will be dependent on your objective. Is your objective to lead people to your website? Then a pay-per-click campaign is certainly the best way to go. If you are simply looking to establish your brand and increase awareness, you want to go with a pay-per-impression campaign.

 

The Real Answer Will Depend on You

 

In the end, to determine which platform is best for your campaign and budget, you will have to trade-off between sending ads to a large amount of people, that might not be exactly your target audience, but happen to be searching for it (Google AdWords), or exactly people who are your target audience, but you reach them on a different platform on a personal platform (Facebook).

 

Strictly speaking, because the real estate on Facebook is more limited than Google AdWords, a campaign is more likely to cost you more on Facebook. However, conversion rates on Facebook might be better, if you are reaching the right target audience, and your business is well-suited for that approach.

 

Contact us today and we will help you assess your objectives and determine which platform is the right one for you!

Metrics Every Blogger Should Understand

As a blogger you put your heart and soul into each of your posts. You understand that content, creativity and daily engaging is key to building your brand and driving traffic to your blog but are you measuring this traffic?

Do you truly understand what posts are delivering results?

Do you know who your audience is and what posts they are interested in?

Here are some key metrics to help you gauge the success of your blog:

Users

The most basic blog metric to track is how many users your blog is getting (this was formerly referred to as unique visitors). This is a metric you should look at weekly.  Understanding this metric will help you know just how many people are actually seeing your blog posts.

Pages Per Visit

This represents the number of  pages a reader views each time they visit. This is a great indicator on how interested readers are with your content.

Average Session Duration

Understanding what pages your readers visit is important but it is also key to understand just how long your readers spend on your site.   If blog readers are staying on your blog for a reasonable amount of time then you can safely assume that your readers are engaged with your content.

Bounce Rate

The bounce rate refers to the number of your readers who visit your blog and immediately close the site or click the back button.  This is a very important metric as it lets you as the blogger understand how many of your readers were potentially driven to your site and then thought twice about continuing on.  Understanding this is critical as it may help you to better promote your social media shares in a way that allows the reader to truly get a picture of what they can expect when they land on your blog.

Acquisition

Understanding where your traffic is coming from will help you plan for future success.  Look for key metrics such as: organic search, search engines, social media referrals.  If you are cross promoting with other bloggers or blogging networks track those referrals to see if they are valuable to your blog.

Understanding these metrics may seem daunting at first but they are worth learning & truly delving into.