Facebook Ads vs. Google Ads: which one should you use in your business?
Not sure which tool to use in the advertising strategy of your business? If this is the case, knowing the differences between Facebook Ads vs Google Ads can help you make the most appropriate decision for your company: 1.- User mindset Consumers on Google are looking for an answer to their questions or a solution to their needs. They search voluntarily, and the ads appear in search results, meaning that they are already advanced in their buying journey. In other words, they know what they want. While users are on Facebook, they are browsing through photos and news, interacting through comments, or chatting with their contacts. They are not actively searching for products or services; the ad just appears as it does on Google. This is significant in the dynamics between the advertiser and the audience. In Google, your landing page must match in design and include the keywords that you use in the campaigns. On Facebook however, you have to focus on building audiences with interests, demographics, and characteristics that match your ads. 2.- Budget Variation The costs per click will vary greatly depending on the sector in which you develop. It should be noted though that the cost in Google Ads is higher than in Facebook Ads, and even more in the industries with more competition. Certainly, Facebook is the most accessible option, economically speaking. So, if you are starting in this world of online advertising, a good way to get a good return on investment is to use Facebook Ads. Although Google Ads require a more expensive investment, you can obtain better results in conversions. If you have a good budget, this could be the best alternative to advertise your business. 3.- Audience segmentation A key point for audience reach is segmentation. In the case of Google, it works through keywords. It also allows you to select the times and territories where you want your ads to appear in searches. On Facebook the options to segment the public are much more varied. You can do it by territory (limiting it to an area of your city), age, gender, demographics, education, interests, and mobile devices. This could be more effective, but it depends on the type of business. In order to make a decision, you must bear in mind that on Facebook you can be more specific and create different types of audiences, while in Google Ads you have the keywords and purchase oriented users. 4.- Branding If you are looking for brand recognition, then Facebook Ads is for you. Keep in mind most of the time ads and campaigns reach people who do not know that the product or service exists. It’s a way to publicize your business and improve your positioning, so users will know everything you have to offer. Google Ads focuses on attracting people who have already made a journey in their purchase research. In fact, they may already be determined to make their purchase, but have not yet finalized the purchase of the product or service. It is true that in Google Ads you can also do branding; however, for this case it’s better to use Facebook. You can focus more on direct response activities with Google. There is something that is demonstrated in these differences. The two tools do not have to be rivals or have one stand out more than the other. In fact, they can work together perfectly to achieve all your goals. 5.- Different types of ads and objectives Another notable difference is the wide range of ads that can be created on Facebook. It gives you the ability to advertise your website, specific capture pages, and fan pages in addition to increasing the engagement on your page or in your app, or promote its download. It also allows you to reach people near any business, capture leads within this social network, and increase video views. This allows you to find various promotional options with ads that are based on what your business seeks to achieve. This does not mean there is no variety in Google Ads, as it has incorporated different ad formats such as universal application campaigns. It continues to focus on the ones that drive web traffic to a website, preferably a landing page, where there is a clear offer and call to action. Here you must analyze the difference between the multiple types of ads and the objectives that there are in Facebook Ads vs Google Ads. You must carefully study which ones are best suited to the marketing strategy of your business. What is the best for your business? Now that you know the differences of each one, how they work and the benefits they provide in different aspects, it’s time to develop your strategy. As you could see, both Google Ads and Facebook Ads are advertising platforms with great potential and the ability to adapt to any type of business. Having to decide on one of the two is not an easy job, but you don’t have to for the two platforms can be used in a complementary way, especially depending on the objectives to reach your audience. Comparing Facebook Ads and Google Ads will not lead you to a choice, but rather an understanding that they should be used in alignment, not opposition. It’s a good advertising strategy to take advantage of the power of paid search and increase the reach of social networks. You will however require a digital advertising strategy that aligns with the strengths of each platform. What you must understand is how to use each one to get the maximum return on investment and greater business growth. You have to think strategically, and in Q Ad Group, we like to support you in your projects, offering you our best service. If you need help for online advertising, content creation, reaching new clients, or any other marketing service we are always here to help.
5 B2B INBOUND MARKETING STRATEGIES THAT YOU SHOULD USE
If you are interested in attracting new potential customers, then you are going to need several B2B inbound marketing strategies. The idea is that you can work with a variety of techniques that allow you to reach your prospects, the goal you are aiming for, naturally. Keep in mind that these are companies just like yours, so you should use a language that is at a more professional level. It’s different when working with B2C (Business to Consumer) marketing, since in that case, you are targeting final consumers. Inbound B2B marketing allows you to get the most out of digital channels through which you can constantly generate leads. For this reason, it’s extrememly important that you are clear about the strategies that you are going to apply to get positive results and new opportunities for business. Below are 5 strategies that may be useful for you: 1.- Align your marketing and sales teams The first thing you should do before you start looking to attract your B2B prospects is focus on the internal structure of your company. To do this, you will need to get your marketing and sales teams aligned in order to simplify processes and communication. This will create a consistent, two-way workflow. Suppose that the sales team is in charge of supplying the key information for the ideal customer and their requirements during their buying journey. The marketing team creates different content offerings to solve their doubts or concerns, ultimately educating them to a point of a made decision. The content generated by the marketing group will help the sales team build a good relationship with prospects. In addition, it will generate interest and even allow them to handle some sales objections that will translate into higher profits. 2.- Know your customers Some do not achieve success when working with Inbound B2B marketing because they forget a determining factor: knowing the customer. In fact, it may be one of the most important, since this is what gives you the possibility of having successful relationships with the prospects you need. Why is it so relevant to know so much about your customers? First, because it allows you to solve their problems, offering them exactly what they need. Secondly, because the cost of retention efforts is much cheaper than that of acquiring new customers. To achieve this, you will need to follow three fundamental tips: Search into the needs they have. By knowing their industry and their pain points, you will better understand what they are looking for before they say it. Learn how to market to customers the way they want to market. Keep in mind that this will change, since it depends on each client. You have to supply value and then go on sale. Listen to customer experiences, because in them you can find many answers and ideas. These can help you optimize your B2B Inbound marketing strategy for both loyal and potential customers. 3.- Take advantage of conversational marketing and chatbots It’s no longer about convincing customers through persuasion, but about helping them solve their problems and meet their needs. Interested prospects hope that you can solve any of the doubts they have in relation to what you offer. The communication you have with users is important, which translates into a conversational marketing strategy. This method focuses on allowing people to easily access communication channels with the company, regardless of the industry. Companies want to be heard and understood to finally receive your help. Talking about conversational marketing and not relating it to chatbots wouldn’t make sense. Nowadays, people have greater demands and prefer quick and precise answers to their questions. Thanks to advances in artificial intelligence, these softwares are becoming more and more useful and customizable. Although users know that these are chatbots and not real people, they still feel comfortable and cared for. These often help you in a number of ways, such as narrowing down a visitor’s focus and guiding them through their individual shopper’s journey. 4.- Bet on customization Working with tools that give you the ability to track and display the most relevant content allows you to have greater precision. This means that you can give a personal touch that makes each of the B2B clients feel special. It doesn’t matter if you are working your B2B Inbound marketing strategy with automation tools, the fundamental thing is that you customize it. This is the next step in conversational marketing, it goes beyond including the name – you can rely on their preferences. The idea is that you are able to respond to their needs. Using retargeting ads is also an excellent option in this case, since they follow an audience that has visited your site. It’s a way of making your existence known and reminding them that it’s there, which will also help you to attract new prospects. 5.- Use video marketing More and more users consume a greater amount of content in audiovisual format. They can be creative videos, lives, virtual events or meetings. This is because this is one of the best ways to connect emotionally with people, generating interest, engagement and conversations. This is a clear sign that you should start to exploit the full potential that video marketing has to offer. Currently, people come across these materials in places they did not exist before. They are now found in emails, social media, blog posts, presentations, reviews, landing pages, and more. The key is that you continue to increase the creation of content in audiovisual format, since the audience demands it. Take into account making videos adjusted to the current pace of life, which is quite busy. This will also depend on the topic you are dealing with. As you can see, the techniques that you must apply to be successful are not that complicated, you just have to know how to work them. It’s about learning to use them individually so that you can later complement one with the other resukting in a solid