For digital marketers, the two biggest advertising platforms are Google Adwords and Facebook Ads. While they are both use the pay per click model, they have key differences in how they work. Here are the key differences that you need to know about both platforms.
Let’s start with how costs are structured to begin.
For Google Adwords you simply put a bid in how much you are willing to pay for each click. You have various options such as bidding manually, autobidding based on goals (set to maximize the clicks you get, focus on conversions, rank placement).
The best way to get the most out of Google Adwords is to bid manually and set specific limits. Automatic bidding can quickly run up your budget. It is also helpful to use bid management platforms or tools to help you keep to keep track of your campaigns.
For Facebook, it’s very similar. You set a bid for how the maximum you want to bid or set a specific amount if you are bidding manually. There is autobidding as well. You can bid for the lowest cost clicks.
The best way to get maximum exposure is to start bidding high to begin with. Then adjust your bids to see a good ROAS for your campaign.
2. How Your Ad is Ranked
Both platforms use an algorithm to determine the quality of your ad.
For Google Adwords, they have what’s called a quality score. It evaluates your CTR as well as various elements of your landing page to score your ad. This plays into how much you ultimately pay for your ads.
To get a good quality score, your ad should match the keyword intent. You must also abide by Google’s landing page guidelines and write landing page copy that is relevant to your ad.
For Facebook Ads there is the ad relevance. It measures how targeted and interesting your ad is to your target audience. There’s a lot more room to be creative with your ads but you still need to appeal to the audience.
To get a strong relevance score, you must try to get engagement. Your ad must have a strong hook, get people to want to comment, and use attractive graphics to catch the attention of users.
Finally, you have to figure out how to measure conversions.
Google will allow you to track conversions by using its conversion code so that you can improve performance. What you want to do is to improve your bids for performing ads while scaling back the ads that are not proving to be profitable for you.
Facebook has what we call an estimated action rate. It’s basically a prediction of how well your ad will perform in regard to the goal you’ve set for it (clicks, video views, comments, etc.). If your campaign has a low estimated action rate, then set easier conversion goals like email subscriptions and clicks rather than downloads and conversions. Facebook advertising cost is highly dependent on the estimated action rate along with the 2 other factors above.
Overall, many digital marketers are familiar with one of the platforms but have trouble with the other one. Ideally, you want to use both to reach your market. The positive thing is that the platforms are very similar. If you’ve mastered one platform, you’ll quickly pick up the other one if you continue educating yourself.
Ted is from Ice Cube Marketing, a digital marketing agency in Singapore that helps local small businesses acquire leads from channels such as Facebook and Google.