There’s Facebook, and then there’s Google. Which one should you use for your business? First off, Google is intent-based. So with Google AdWords, people type in based on what they’re looking for. Buy a cheap cell phone, cheap hotels in Las Vegas. These are all examples of things that people would be typing in. That’s what Google AdWords is great for. When someone types in car insurance on Google AdWords, the chances are they’re looking for auto insurance.
On the flip side, with Facebook Ads, there really is no intent base. With Facebook Ads, you can’t just go and create an intent ad, because people who are on Facebook are looking to connect with their friends. They’re looking to look at pictures, videos, people’s walls. For that reason, your ads won’t convert the same way that they would on Google. If you’re an intent-based business where you’re selling products or services and you’re just going to go after people who are looking for a specific intent, such as they need consulting help, they need accounting help, they need to buy a product or a service like an iPhone or a leash for their dog, whatever it may be, Google AdWords is great for that.
If you want to go after a broad audience, that’s what Facebook is for. For example, if you want to go after women who are interested in beauty because you want them to know about your new beauty product that’s revolutionizing the industry, Facebook will work.
The main difference is Facebook’s for a broad segmented audience, such as like beauty, people who are car enthusiasts, people who are business owners. With Facebook, you can create ads that drive people to a landing page.
The ideal way to convert people from Facebook is to first give them some educational information, such as a blog post that breaks down why your product or service is amazing, what they’re going to learn, maybe drive them to a webinar first, and then from there, convert them into a customer. Again, Google AdWords is for intent-based. Facebook is to target a whole category segment, such as beauty, automotive, business owners, and then from there with Facebook, unlike Google, you don’t send them to a page where they can buy right away. It’s more sending them to a page that educates first, and then gets them to purchase.