PPC Advertising: Pros and Cons of Facebook and Google.
When launching a new website, driving traffic to your website can be a challenging experience to say the least.
From pay-per-click or PPC advertising to banner ads to expired domains, just to name a few, there are a quite a few methods to consider when buying website traffic.
The biggest question I receive the most from customers is which method is the most cost-effective, yet will return the biggest results in terms of shear traffic volume and conversions?
As I’m sure you have experienced when increasing website traffic, most website owners find that it takes three or four times as long as thought to increase organic website traffic from a variety of resources.
From personal experience, I’ve found success in buying website traffic to supplement my SEO efforts to increase organic website traffic.
There are many online sources for buying website traffic, good and bad.
In today’s post, I want to focus on pay-per-click or PPC advertising, and how you can use PPC advertising as an effective tool to drive instant website traffic and increase your organic website traffic along the way.
A wide variety of PPC advertising networks to choose from
Typically, website owners, as I once was, are guilty of spreading themselves and their budgets across multiple PPC advertising networks.
In short, you’ll find this approach will not only leave you with subpar results, but you’ll waste your precious resources without much in return as it pertains to converting customers into profitable sales.
When selecting PPC advertising networks to drive instant website traffic, it is in your best interest to always focus on one PPC advertising platform at a time.
Learn to master one PPC advertising network at a time, and then take your lessons learned to the next PPC advertising network.
This approach allows you to minimize mistakes as well as costs across each PPC advertising network.
There are countless PPC advertising networks made available to website owners in search of instant website traffic.
There are more than enough sources to find qualified website traffic to convert into customers using the following platforms:
However, the biggest two networks, Google Adwords and Facebook, are probably where most website owners should start in terms of gaining experience with PPC advertising.
PPC advertising network face off: Google vs. Facebook.
A few years back, Google Adwords was the preferred PPC advertising network for most website owners.
Now Facebook ads offer a PPC advertising opportunity to reach broad demographics at very competitive pricing.
With Facebook’s increasing usage and ecosystem growth, it has become one of the preferred choices for many website owners and marketers because of its excellent and unique features to reach potential customers.
Both Google and Facebook have their pros and cons when it comes to using their respective PPC advertising networks to increase website traffic.
It is important to keep in mind that both have a number of similarities and differences between their PPC advertising networks.
In addition, keep in mind that you can lose the shirt off your back if you are not careful in how you setup, optimize, and manage PPC advertising networks with ads.
PPC advertising networks, regardless of the network, are not “set it and forget it advertising.”
Remember that should you take the set it and forget it approach with either Google or Facebook PPC advertising networks, you could very well end up spending thousands of dollars that did not need to be spent.
Pros and Cons of Facebook and Google PPC Advertising
So which PPC advertising is best for your business? Well, the answer is both.
However, if you are constrained by budget or time, and you can only select one PPC advertising network, then consider these pros and cons of Facebook and Google PPC advertising:
Consider the quality and size of audience you want to reach
Both Facebook and Google give you methods to determine the audience size.
Personally, I found Facebook’s UI to be more intuitive and effective in terms of being easy to understand and quickly setup.
Google Adwords is quite easy to setup but it does take some technical know-how to understand certain PPC advertising aspects.
For instance, the audience size using Facebook can be determined using various parameters like the number of friends, pages, likes, comments, and posts, etc., whereas Google’s audience is consists of just about everyone who is interested in your line of business.
In my opinion, Facebook PPC advertising provides more granularity in terms of targeting specific attributes about your audience as opposed to Google Adwords.
Consider the Cost-Per-Click or CPC performance
When considering a PPC advertising network’s CPC performance, you must also consider the Click-Through-Rate or CTR.
Since Google has pioneered PPC advertising, they have a lead on Facebook in terms of perfecting the CTR of their PPC advertising network.
But don’t be fooled because Facebook is gaining ground although it has been thought that Facebook’s PPC advertising network is ineffective and has a very low CTR.
I’ve experience both success and failure with both PPC advertising networks.
For instance, my wife and I own a women’s boutique clothing store and we used both Google and Facebook PPC advertising networks.
Because we didn’t know much about our target audience starting out, like the keywords used when searching, we found that Google was great at providing general traffic.
We found that Facebook helped us to better understand and define our target market and their buying behaviors.
From the various data and information obtained from using Facebook’s PPC advertising network, we were able to take our findings and optimize our Google ads, increasing CTR and CPC performance for both.
In addition, both Facebook and Google PPC advertising networks now offer improved targeting options and a large number of ad formats for the advertisers to choose from.
However, Facebook is lacking slightly in the number of ad formats in comparison to Google.
Consider PPC advertising network ad options
Both PPC advertising networks, Facebook and Google, offer a wide range of ad options and formats.
As previously state, Facebook is slightly lacking in comparison to Google although Facebook is adding more options to is current offer of traditional ad displays.
One big advantage that Google has over Facebook is its unique PPC advertising of the Google Display Network.
This network allows for greater visibility and additional functionality to multi-touch target audiences.
These additional features make Google a much better and cost-effective platform to spend your ad dollars and take market share from competitors.
In addition, another big feature Google has over Facebook is ad remarketing or retargeting where ads are shown to potential customers on a specific website or websites participating in the Google Display Network based on products and services they show interest in when searching or using the internet.
Knowing it can take up to 7-10 times before a potential customer converts, PPC remarketing is a very monumental feature and it offers the biggest bank for the buck.
Which PPC advertising network is best for your website?
To be honest and fair to both Facebook and Google PPC advertising networks, I recommend that you try both. Just remember to never attempt to use both PPC advertising networks at the same time as doing so only wastes time, effort, and money for subpar results.
All PPC advertising networks have their pros and cons, and you’ll have to perform your due diligence to figure out which PPC advertising networks are best for your line of business.
Always keep in mind that because you find success on one PPC advertising network with certain types of ads that those same ads may not bring you the same results on a different PPC advertising network.
It’s all a trial and error process of controlled testing of this and that to figure out what brings about the most cost-effective conversions and results.
There are many, many, many PPC advertising networks to offer instant website traffic. But again, keep in mind that your goal should not be to increase website traffic for the sake of increasing website analytics.
The goal of increase website traffic should be to drive qualified traffic to your website and convert a high number of those visitors into customers and repeatable business.