When it comes to online marketing, one question I get asked quite a bit is should I do Google or Facebook ads?
Before I answer this question I want to first make sure you understand each platform and their purpose.
Even though Google and Facebook are both online advertising platforms they operate very differently and have a totally different role in your funnel or marketing process.
In other words they are both fruit but one is an apple and one is a banana. Very different in shape, taste, and texture.
Online Marketing: The Role of Google Ads
Google ads are triggered by a keyword – meaning they populate when someone is actively looking for something on the Internet.
If you’re a chiropractor for example, someone goes to the search and says “chiropractor near me” or something to that effect and if you have an ad that uses those keywords and is optimized well your ad will populate.
Basically Google ads are an active form of advertising. Meaning people are actively and purposely seeking what you do or sell and your Google ads populates their search in an effort answer their question or need.
Online Marketing: The Role of Facebook Ads
Facebook is referred to as a disruptive or passive form of advertising.
Disruptive meaning a user is on Facebook scrolling though reading their friends statuses looking at their friends wedding pictures and boom here comes your ad.
Facebook ads are passive meaning; the user isn’t activelly searching for what you are selling in this hot minute.
For example, if you’re a chiropractor the user may not be in the mindset they need a chiropractor in the timeframe they first come into contact with your ad. So its not an immediate click.
However, if they consistently see your ad, or they happen to be in the market for a chiropractor, they will click.
All this being said, your presence on Facebook is important if your target market is there. Keeping your business vigilant is a very important part of any marketing strategy.
Online Marketing: What is Facebook and Google’s Role in Your Funnel?
Most businesses especially a service-based business should use both for different reasons.
Every business has some sort of a funnel or process as to how they get business.
Now you may say I don’t a lead funnel or I don’t have a sales process – but you do. It may not be designed by someone like me – but you have one.
If you are bringing new customers clients or patients into your business you have some sort of process.
Should you do Google or Facebook ads, is the wrong question.
Here’s the real question you need to be asking – what is Facebook and Google’s role in your funnel?
For every business the answer could be very different – it depends on who your target market is, how hard or easy it to convert them to a client customer or patient and of course cost is factor. Which medium is most effective from a price perspective?
Every business wants to bring in a customer client or patient at the smallest cost and most efficient way possible.
Online Marketing: Let’s Consider Your Funnel
Your funnel is widest at the top and this is where your target market enters which is the first stages of creating awareness about your business.
There are various layers inside the funnel, they may call and get more information, check out your business online etc.
Additionally, considering your business model you could have more or less layers in your funnel. Your funnel could be very simple or very complex it depends on your conversion process.
The goal is always to get as many prospects or leads as possible into the widest point of your funnel.
The reason being, how many leads or prospects entering into the widest part of the funnel dictates how many come out the smallest point.
Referring to the smallest point or bottom of your funnel, how much do you want or need to come out to make your goals in your business?
Whatever that number is it needs to be reflective on how many leads you have coming in.
For example, if you have a really large sales goal, then you need a lot of prospects or leads coming into the funnel.
However, the amazing world of online marketing and all its awesomeness is really good for something for many business models.
Leveraging online marketing can make it possible to skip some of the layers in a funnel.
If you have a business that has high search equity like a service-based business you are definitely a candidate for having less layers in your funnel. The reason being, Google ads are an active approach to your marketing funnel meaning people want/need what you have right now. As a result you can bypass parts of the funnel process and target bottom of the funnel leads.
If you have a service-based or high search equity business, Google is where the lion share of your budget needs to be spent.
If people go to the Internet and search for what you do or sell online your first order business is to be in that search no matter what.
Not being in the search costs you money every single day.
Facebook advertising, not always but for the most part creates top-of-the-funnel queries.
People aren’t actively looking for what you are selling, but that doesn’t mean they won’t at some timeframe.
My marketing practice is made up primarily of clients who have service-based businesses. The lion share of their marketing budget always goes to Google Ads because being in the search is our top priority. I want leads from customers who are ready to buy and as a result that is where I spend most of my money.
We allocate a smaller budget for Facebook, because our customer is there and for that reason we need to be too.
If you have any questions about this marketing lesson feel free to ask. I have a section on the Perfect Marketing Equation website called Ask Me Anything and you can go there to ask your marketing questions.
See you next time!