Both of these online ad channels make compelling cases for their ease, simplicity and speed. But there is more to the story, and that is where the capabilities of both Google AdWords and Facebook ads really shine, provided that you have your desired result in mind.
Putting these tools to wor requires getting into the mind of the consumer and understanding where they are on their search journey. Both AdWords and Facebook Ads offer extremely basic ad templates that require very little creative juice. But in the case of online search and display ads, what the ad looks like is not nearly as important as who might be seeing it and when.
The treasure trove of personal data that Facebook has amassed about its 1 billion users runs around 500 terabytes a day (that's 1 trillion bytes). All of that user data, from the profile details, to relationship status, to workplaces, and even our "likes" is all offered up to severtisers on a silver platter within the Facebook Ad platform.
Ads on Facebook can be highly targeted according to very specific user attributes that users themselves have provided by building their profile or by participating in the platform. Reaching this audience has one significant drawback, and that is you don't have concrete evidence that an interest in your product or service exists. But because of the unique social information available, Facebook advertisers can take advantage of very specific small windows of opportunity (such as the newly engaged, or those attending a specific college). Tim Kendall, Facebook's Director of Monetization, summed it up this way in an interview, saying that highly targeted Facebook ads can "find your customers before they search" (Salkever, 2009).
Placing an ad for your business in front of a specific facebook target audience requires a leap of faith that they might be interested in what you are selling, and that you will prompt them to respond. This is known as Demand Generation. The goal is that they will see your ad and reward you with a click-through. There is no guarantee that click will result in any conversion. They might not be ready for you yet, but there you are with a prompt for something that they probably do have an interest in!
Additionally, the advent of "social search" will be a game changer in the ad arena because user interests and their web of personal relationships will drive how Facebook users find information within that platform, giving Google a run for its money.
Currently, the primary difference between Facebook display ads and Google AdWords is that people who are using the massive search engine are already looking for something; a strategy known as Demand Fulfillment. It's no surprise that most people utilizing a search engine have a goal in mind. Putting an ad in front of people who are already looking for what you offer is a smart, efficient approach which is exactly what AdWords does. The demand is already there and conversion is highly possible, though not guranteed. it is also likely that the user is shopping around, so you need to make a compelling case once that click-through occurs. The question is how are you going to provide engagement to continue their path to purchase?
"Using online advertising as a way to introduce or promote a Brand is the precursor and corollary to a direct response strategy" (Umeno, 2010). Both platforms offer comparable degrees of functionality, campaign analytics and easily deliver the masses. Whichever platform you choose, remember there is still work to be done. You need to offer a hospitable place for these potential customers to land, and be ready with an offer they can't refuse.
References:
Salkever, A. (2009, September 18). Facebook revenue guru says demand generation is secret to ad success. Daily Finance. Retrieved from http://www.dailyfinance.com/2009/09/18/status-update-facebook-revenue-guru-says-demand-generation-is-s/
Umeno, D. (2010, August 30). A mini primer on online advertising strategy. Confluence Digital Blog. Retrieved on November 11, 2012 from http://info.confluencedigital.com/blog/bid/118073/A-Mini-Primer-on-Online-Advertising-Strategy
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