As marketers and search engine optimizers, it is largely impossible to have an overarching customer acquisition strategy. Our clients expect us to be the experts, knowing which platforms will provide the greatest success in the marketplace. Unfortunately, without a cookie-cutter answer available, we commonly need to create a new recipe for each and every client. Paid advertising is no different. Traditional paid advertising, however, is history. I think we can all agree that close to any target market is found online. The discrepancy lies in their exact online location.
Following the echo of buzzwords, one would assume that these people are on Facebook. Following the rumble of analytics, however, one would know that these people are on Google. Regardless of where the majority resides, marketers must take a holistic, open-minded approach to paid advertising. Let’s face it; if you work in this space and you lack flexibility, it’s time for some online yoga. Marketers must be willing and able to adapt to trends, while maintaining a grasp on reliable platforms.
Today, we hope to distinguish the main differences between Facebook advertising and pay-per-click advertising. And beyond identifying differences, discerning which platform makes the most sense for today’s advertising needs. But remember, as we taste samples of both Facebook and Google, we must be willing to write our own recipes. Bon appétit!
Sizing Up the Kitchens
Taking quite a few steps back, both Facebook and Google boast an enormous number of frequenters. However, this is display advertising we’re talking about, would you rather being talking to 845 million monthly active users or the world’s largest online display network (which encompasses Google’s Blogger, YouTube, Gmail, and a solid 2 million additional websites)? Is that unfair? Maybe, but Facebook holds a 51% reach, compared to Google’s 90% – that’s difficult to compete with. On the contrary, what about stacking up page views vs. impressions? Here is where things get tricky. Facebook’s 1 trillion monthly page views clearly trumps Google’s 180 billion monthly impressions.
Bottom line: there isn’t a clear winner here. Does your client need elevated impressions or a broader reach?
The Fruits of Display Network’s Labor: Who tastes the best?
As we concentrate on the actual fruit (the ads themselves), there are a variety of contributing factors. We’ll concentrate on ad format, targeting capability, and overall performance.
Ad Format
Let’s start with Facebook. Zuckerberg made it clear that his social giant would remain user-friendly and uncluttered. With that in mind, ad space is limited to avoid user unrest. That’s great, but not for display ads. While video and interactive content are available, the placement is still unfavorable. A standard Facebook ad is text and description plus an image. The platform has recently added sponsored stories, which offer a creative method of getting your company in front of your target, pretty cool. Finally, with the additional push from Zynga’s platform, we may see a a brighter future for Facebook ads.
Google, on the other hand, is hard to even compare to Facebook in terms of ad format. While this in itself makes us quiver at the overall comparison, we’ll simply say that Google presents a far superior ad format. The options range from text ads, image ads (including flash-based), video ads, as well as a mobile component in the form of mobile ads on games and mobile webs.
Targeting Capability
While both Facebook and Google offer targeting via both location and demographic factors, the similarities basically end there. Let’s give Facebook some targeting credit. You can, in fact, target by workplace, education, and pages users have liked, which pulls data from user profiles beyond Google’s capability. Unfortunately, however, Google absolutely outplays Facebook on every other level of ad targeting.
Google is unquestionably an online genius. Using browsing history, Google ads can target based upon categories and topics of interest. Beyond historical browsing based targeting, Google uses keywords to target users. The Google Display Network actually takes keywords used to search in order to target specific, relevant ads. Even better, Google allows for advertising on its partners’ sites. At this point, it seems that Google wins in the targeting department and we haven’t even scratched the surface. Introducing retargeting, and I use the term “introducing” because Facebook has yet to meet this little gem. Google actually targets those who have previously viewed pages on a website. Finally, and arguably most importantly, Google offers mobile advertising. With more than half of Facebook’s 845 million monthly users accessing the site from their phone, this presents quite the advertising Catch-22.
Overall Performance
Now, we assume that advertising ROI is the focus of anyone reading this article. We all want the biggest bang for our buck. So, when it comes to overall advertising performance, whose bang is the loudest? Well, based upon the fact that measurability is incredibly narrow on Facebook’s platform, it’s tough to even compare. Facebook reporting is very limited and when put up against Google, Facebook’s CTR is only half the industry average, not good.
In addition, Google’s reporting is far superior in terms of measurement and strategy. The Google Display Network metrics have proven its advertising concept through calculable conversions and CTRs. Even further, with no quality scores on Facebook, it is difficult to truly judge success. At its current state, Facebook is years behind Google.
Raising Red Flags
Looking at the above points, we have taken a slightly constricted approach to this comparison. For every mark in Google’s win column, there are countless examples where a marketer or an agency can counter with an outperformance using Facebook. Let’s take a closer look at some of the red flags apparent in this evaluation:
1. Internet users frequent Google with an objective of finding something. They are seekers of information, specific information that advertisers are able to target. Internet users frequent Facebook with an entirely different objective: to be social. From this perspective, it is difficult to even compare these two Internet giants. Advertising on Facebook is a pure example of “push advertising”. We’re dealing with active searchers vs. casual socializers – these groups seem to be worlds apart.
2. On its quest to worldwide social domination, where do ads fit into Facebook’s timeline? Clearly, Facebook has a long ways to go in an attempt to “catch up” to Google and its display network. The real question lies in whether or not this is a space they truly want to compete in. Can Zuckerberg justify advertising’s role in this quest to worldwide social domination? If so, it’s time for the company to change its attitude.
3. Nutella, the delicious chocolate hazelnut blend, presents another red flag in this comparison. In a recent campaign, Nutella attributed 15% of sales coming from Facebook ads. Even further, the company cited that Facebook outperformed television in terms of ROI. Does this anecdote justify spending on Facebook ads? Maybe not, but it does point to the fact that Facebook cannot be ignored as an advertising outlet.
And the winner is…
In regard to format, targeting, and overall performance, Google is the clear winner here. The real question lies in whether or not Facebook wants to win. Even following its recent IPO, Zuckerberg still maintains his (and therefore, Facebook’s) aversion to advertising. Can Facebook adapt and accept advertising as a true revenue stream? Only time will tell. At the end of the day, Facebook must be willing to acknowledge the value in advertising and the added value that exists between advertisers and its Facebook users. Until then, Google is the victor.
