Google runs their ads based off of both search inquiries and content from websites who participate in the Adsense program, while Facebook displays ads according to the location parameters that the user sets. In the case of this client, I limited the scope of ads to only display for Facebook users within a 25 mile radius of the client’s Texas location. I still had to place bids for ad rotation, set a daily budget for clicks, just like I do for Google ads.
For the first week of running the Facebook ads, they received over 160,000 impressions, whereas the same ads only had 60,000 impressions on Google (for both search and content). These ads were clicked 27 times, and the Google ads were clicked 38 times. The click-through rate therefore is slightly higher on Google, but it’s not so much higher that Facebook’s CTR and clicks should be brushed aside. When you take in consideration how much our client spent in clicked ads for that week ($98.77 in Google and $21.00 in Facebook), then it becomes far more obvious how great of an asset Facebook ads can be for your business marketing.
However, the Facebook ad impressions are steadily decreasing because I have set the ads to only appear to users who are not already fans of the client (meaning he has a fan page in Facebook in addition to the ads). On the same token, the number of clicks are not decreasing, but instead increasing, so I can only assume that we’re still reaching out to new, potential fans and clients. Our Google Analytics account additionally confirms that a good portion of new visitors are from the popular social media client. Each week we only have ten fewer clicks on Facebook than Google, and the weekly billing is nearly a fourth of the Google cost.
Now this isn’t to say that businesses should give up on their Google ads completely. Google reaches far more users daily with search inquiries alone than Facebook could ever hope to. But when you’re formulating your search engine marketing budget, you should take into consideration Facebook as a venue for social media marketing. Just lower your monthly SEM by $20, try out what Facebook has to offer for $20 a month and see how many more clicks you receive each week. I bet you’ll be just as surprised.
Of course, if you need assistance in setting up your search engine and social media marketing campaign, we would be more than happy to discuss your marketing goals and build a successful campaign.