Google AdWords
There are
numerous things that are different, and a few things that are the same with
Google AdWords and Facebook Advertising. The payment model is the exact same
for both advertising services. Both operate on either a CPM, which stands for
click-per-thousand impressions, or a CPC model, which is cost-per-click. Advertisers
set up a budget that they are willing to spend per day, and set an amount that
they will spend per click or thousand impressions. Google pioneered this
advertising model and now Facebook uses it as well.
According to
a Google AdWords video (GoogleBusiness, 2009), advertisers can quickly make changes
to ads and campaigns at any time. This is great because it allows advertisers
to make real-time changes when needed. For example, say a certain keyword is
performing better. The advertiser may want to raise the CPC and daily budget
for this keyword so that more people click through the ad. Advertisers can start
and stop ads and campaigns at any time.
There is no minimum
budget for Google AdWords, so businesses can spend as little or as much as they
would like (GoogleBusiness, 2009). This is great because it enables businesses
of all sizes, large and small, to be able to afford advertising with Google. It
used to be that only big businesses with big advertising budgets could afford advertising,
but now anyone can because the cost to advertise with Google AdWords is so low.
It is easy to
reach large or small audiences with Google AdWords based on the keywords you
choose to advertise with. You can reach millions of people in the U.S. and
around the world. Ads can be geo-targeted based on a user’s location on a
local, national or international level. For example, your audience can be as
specific as people searching for dog toys within 20 miles of San Francisco
(GoogleBusiness, 2009).
Google AdWords
gives advertisers quick access to campaign data, so that smarter advertising decisions
can be made.
Facebook Advertising
Like I stated
above, Facebook shares a payment model with Google. The CPC and CPM models are
how advertise pay for ads on Facebook. Just as with Google, advertisers set a
price they are willing to pay per click and a maximum budget for each day.
On Facebook,
advertisers can advertise a Facebook page, an app, an event, a group or a
website (FacebookTutorial, 2010). Facebook also offers ads called Sponsored
Stories, which is when the advertiser promotes likes or check-ins in their
friends’ timelines (Facebook Marketing, 2011). This allows marketers to really
promote the word of mouth recommendations happening all the time on Facebook. The
Sponsored Story appears at the top of the feed, so it is more likely to be seen
by the user.
Marketers can
target over 1 billion Facebook users by country, state, province, city, age,
sex, interested in (males or females), relationship status, languages spoken,
likes and interests, education and work, connections on Facebook, and friends
of connections (FacebookTutorial, 2010). Because people post so much personal
information on Facebook, these targeting options can be very useful to
marketers who know exactly who they want to target and their characteristics.
Google does not have this wealth of demographic and psychographic information
like Facebook does, and this is one advantage Facebook advertising has over
Google. Google’s ads are based on a person’s intent when searching for
different keywords; Facebook’s ads are based on its deep knowledge of each user’s
personal interests, likes and preferences.
References
GoogleBusiness.
(15 June 2009). Getting Started with Google AdWords. Retrieved on 11/12/12 from
http://www.youtube.com/watch?v=tx2L6EGa9DY
FacebookTutorial.
(5 April 2010). Facebook Tutorials – How to Advertise on Facebook. Retrieved on
11/12/12 from http://www.youtube.com/watch?v=8jOBDIql4yc
Facebook
Marketing. (25 January 2011). Introducing Sponsored Stories. Facebook.
Retrieved on 11/12/12 from http://www.facebook.com/video/video.php?v=10100328087082670
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