Facebook Online Marketing 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 can 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 demographic “interests”
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 usually 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.
Final Thought:
If you have viral content that is shareable, engaging, interactive and keyed at a very specific demography of people than Facebook Ads would be a perfect fit.
Google Online Marketing Explained-
Google 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 leisurely time, like in Facebook and YouTube; Google supplies Ads to those who are typing in the exact keywords you are targeting.
If you pay for the 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 because Google doesn’t have that catalog of info.
Google only knows you based on your search intent and your location.
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.
AdWords can be a very expensive game if you’re in a competitive industry and a competitive area.
For competitive industries you have to get creative with your search terms and find terms that are low volume, long tail or all together ignored.
Final Thought:
Google AdWords is all about targeting keywords (or search terms). If you know exactly what your ideal customers are typing in, then AdWords is a perfect fit for you.
YouTube Online Marketing Explained-
YouTube is a PPC advertising platform that is part Google and part Facebook.
You can target search terms like in Google but because of the nature of the videos, you can also target demos 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 are more expnsive.
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.
Final Thought:
If you have a video that you want to advertise, you can choose Facebook or YouTube. I recommend trying both to see which audience gets better results.
