24 Oct Facebook, Google and YouTube Advertising Explained
Facebook, Google and YouTube Advertising Explained
It’s important to keep in mind that Facebook is a personal network that is used to connect friends and family and that your ads are merely getting in-between their posts. So what you have to figure out is, how do your businesses ads fit in naturally with what people are already interested and posting about.
Facebook Advertising use social graphing and activities to pinpoint those who fall into your buyer demographics; knowing the age, interests, sex, location and buying habits of all its users makes Facebook Ads an incredibly effective targeting tool. Facebook ads let you target the exact demographics you are looking for and can allow you to create messaging aimed at whatever demo you want. You can have 1 ad created and aimed at women between 25-25 and another separate ad aimed at men in Florida who like Fishing. Unlike Google, Facebook lets you target very specific demographics (or ‘demos’)
Facebook Advertising is a bidding system, so every time there is an ad in someone’s news feed you can picture Facebook as an auctioneer with a thousand ads just like yours raising bidding paddles trying to fill that ad spot. Much like going to a bidding house, you decide what your budget is ahead of time but unlike at a traditional auction, Facebook decides how to spend your budget not you. If you set a budget of $10/day then Facebook will spend that money however it thinks you will get the best bang for your buck.
AdWords is about targeting your ads based on someone’s search intent.
With Google AdWords, you bid on the terms that people are actively searching for. Instead of interrupting someone’s news feed, like in Facebook, Google Ads are supplied to those who are typing in the exact keywords you are targeting. If you pay for the search term or keywords “dentist office in Cook County” then when someone searches that term your Ad is supplied. You can narrow down your demographics to location but cannot get as granular as age, gender and interests like in Facebook or YouTube.
Google’s cost structure is called Pay Per Click (or PPC) and amounts to you paying every time someone clicks on your ad. The more competitive the search term, the higher you’ll have to bid. If you bid .05c per click on “Attorney in Chicago”, your ads will never be shown as there are so many other businesses willing to bid more for those clicks. It can be an expensive game if you’re in a competitive industry and a competitive area. You can get creative with your search terms, but it requires a lot of tweaking and research.
YouTube is a PPC advertising platform that is a combination of Google and Facebook’s platform. You can target search terms like in Google but can also target demos based on criteria like age, gender, location and interests. You tell YouTube how much you are willing to pay per click and then your video ads are served up when your PPC is the highest.
Video ads are generally shown before a video and come in two different forms; Ads of up to 60 seconds can be skipped after 5 seconds but you are only charged if the viewer makes it past the 30 second mark and then there are also ‘Unskippable’ ads of 30 seconds or less can be paid for.
YouTube ads are served based on engagement, which means better performing ads with higher click through rates or viewing statistics will automatically be served more often than ads which haven’t been received as well.
So here’s a quick summary of the differences between these two powerful advertising platforms:
- Facebook Ads offer powerful targeting capabilities that allow you to reach people who didn’t even know your product/service existed. It is a great platform for generating awareness, interest, and desire but requires a lot of testing and tweaking. Facebook offers access to a very large audience at a very competitive price and includes retargeting options that let you show follow-up ads to those who have interacted with your original ad.
- Google ads are great for reaching customers at the point when they are showing a high buying intent. You’ll probably pay a bit more per click, but you know exactly what’s going through the searcher’s head because they typed in exactly what you wanted them to when they saw your ad.
- YouTube Advertising is a great way to get engaging and shareable content out there. When creating videos for YouTube quality matters. Make sure there’s a purpose and value to what you’re uploading and that it’s something with content. Picture YouTube’s ad system as a way to put out TV commercials but instead of the generalized spray of a shotgun blast where anyone can be watching your ads, YouTube allows you to aim at your demos with a sniper’s scope