Facebook Advertising: 6 Advantages over Google Adwords

For many merchants, advertising on Facebook is a no-brainer. The social network recently topped two billion monthly active users and has 1.23 billion daily active users, up 18 percent year over year.

It’s the platform’s ability to hyper-target these users that makes Facebook advertising particularly powerful. This social giant has an enormous amount of data that it has accumulated from Facebook users and has put this data in the hands of marketers. Hyper-targeting is the key advantage.

Firms mainly limit Adwords to keyword searches for websites. Most advertisers use it because their websites are not visible and getting traffic. In industries where most firms use Adwords to try to get leads, Adwords just does not pay. To make this process worse, advertisers target their home page – not their offers. The top 4 advertisers bid so much that it makes it uneconomic for smaller advertisers to compete. Google is the only winner.

Facebook and Google ads should be used to target landing pages with specific offers and clear calls to action to get new customers – this is best way to get a decent return on your advertising investment.

Our new advanced Integrated Traffic Campaign product is targeted at securing customers for your offers and products and includes Facebook ads and some Adwords (if they are competitive and we target landing pages only). Facebook ads are great for this purpose allowing us to generate a great ROI. We change the target every month and our agile management really does generate far more customers and orders. Don’t donate your money to Google each month – tell us how many sales and customers you want each month and we’ll show you how we’ll do it for you with our Integrated Traffic Campaigns.

Advertising opportunities are ripe on Facebook. If you want to scale your business this year, pay closer attention to these Facebook advertising advantages.

1 Mobile Now Makes Up the Majority of Facebook’s Ad Revenue

If you’re trying to reach consumers on mobile devices, you need to be advertising on Facebook. Facebook recently reported that mobile now counts for 85 percent of its ad revenue, accounting for $6.7 billion in ad revenue.

This clearly demonstrates the lucrative opportunities for advertisers and, with the holiday season a few months away, now is best the time to create effective mobile Facebook ads. In fact, Facebook is preparing for holiday shopping by releasing a video for dynamic ads.

Additionally, Facebook has been focusing on enhancing mobile ads by introducing powerful new Canvas features. Exciting things are happening with mobile Facebook ads, and there are plenty of ways for advertisers to capitalize on these new features.

2 Facebook Retargeting Significantly Lowers Cost-Per-Click and Cost-Per-Action

You probably knew that retargeting ads are extremely effective at driving clicks and conversions, but did you know that they can also keep your ad expenditure low? With Facebook’s rising cost-per-clicks (CPCs) and cost-per-actions (CPAs), more marketers are doing whatever they can to keep their ad expenditure down.

A survey by AdRoll found that Facebook retargeting lowers the cost per click (CPC) by 26% and cost per action (CPA) by 33%. This, in addition to impressive click-through rates, has caused many marketers to focus on improving their Facebook retargeting ads.

If you need help with Facebook retargeting, you can integrate AdRoll with your existing marketing automation platform to boost your marketing efforts on Facebook. AdRoll is great for this because it has features that are designed specifically for Facebook retargeting.

3 Brands That Use Emoji’s Have Higher Click-Through Rates

The consensus on using emoji’s in Facebook ads has been a bit of a mixed bag in the past, but research shows that successfully including them in your ads can make consumers more likely to buy.

One experiment by Aggregate demonstrated how using emoji’s in the headlines of Facebook ads generated a 241 percent increase in CTRs. You can easily perform this experiment yourself with an A/B split test. Keep both ad variations the same, except insert emoji’s into the headline of one of your ads. If you decide to use emoji’s in your ads, be sure to make them relevant.

4 Native Facebook Videos Are More Likely to Reach Audiences

Everyone should know that images boost conversions rates and that ad placement matters. According to SocialBaker, photos may be promoted more than videos on Facebook. Native Facebook videos are an extremely effective way for brands to reach audiences and experience a 135 percent increase in organic traffic when they are posted instead of a photo.

Facebook advertisers would be wise to begin learning how to create compelling video ads with Video Views as their primary metric. Facebook has been testing live video ads lately, so expect to see a new live video ad featuring coming soon as well.

Videos may not be the right choice for every business, but there is no denying their power. By focusing your ad budget on increasing video views, you can optimize your campaigns and potentially see a higher ROI.

5 The Best Day of the Week to Run a Paid Ad Is Monday

There are peak times at which your target audience is on Facebook. You should be aware of these peak times, considering how this could be the key to maximizing your campaign’s performance.

If your goal is to increase your revenue, you may want to consider running your Facebook ads on Monday. This is the day that seems to generate the most sales, according to multiple sources.

The best times and days to post on Facebook will vary, depending on the type of business you have and your industry vertical. But, for most retailers, Monday seems to be the best time for online retailers to run their Facebook ads. You should check out Facebook Insights to see when your target audience is most likely to be on Facebook and then set your ads to run during these peak times.

6 Social Proof in Facebook Ads Can Lower Cost-Per-Acquisition

Social proof is a powerful technique for marketers – work it into your Facebook ads to drive more sales. An experiment by Kissmetrics found that, on average, Facebook ads with user-generated content had a 50 percent lower cost-per-acquisition (CPA) than those without this valuable resource. Additionally, these brands reported a 300 percent higher click-through rate and 50 percent lower cost-per-click.

Social proof doesn’t necessarily need to be in the form of customer testimonials and reviews. They can also come from comments, likes, and shares on your ad. Strive to get more positive engagement from your ad, and you will be rewarded in higher revenue and lower ad costs.

Conclusion

We hope at least a few of these advantages will resonate with you and you will consider using Facebook ad campaigns instead of Google ad campaigns. We realise that most firms want to let third parties run their campaigns and Patterson Digital Marketing will run your Facebook ad campaigns for you. We’ll get far better ROI than letting your webman advertise your home page on Google search. Call us on (027) 489 5009 or email chris@pattersondigitalmarketing.com.

Chris Kirkham