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When Is the Best Time to Use Facebook Ads Versus Google AdWords?

Last Updated: June 13, 2019

You’ve probably noticed that organic search results pages are getting harder and harder to rank on.

(This is mostly due to Google’s quest to monetize every inch of space on Page 1, but that’s a rant for another day…)

As a result, many business owners are trying paid ads, instead. Most people are using either Facebook Ads or Google AdWords (or both).

If you’ve tried this alternative yourself, we don’t blame you. It’s a smart move!

However, if you’re going to start a paid ad campaign, make sure you’re using the platform that best matches what you’re advertising. Otherwise, you’ll be throwing away your money.

But don’t fret. We’re here to help. In this post, we’ll explain when you should use Facebook Ads, and when you should use Google AdWords. Keep reading!

Choosing the Appropriate Platform

Let us tell you about a mistake we see often.

Many small, local business owners start off using Facebook Ads because the platform is super-affordable and easy to understand. However, sometimes they don’t realize it’s not well suited to what they’re specifically advertising.

No matter how much a paid platform costs, it’s a waste of money when it doesn’t effectively market your services.

This is why it’s so important to recognize the differences between Facebook Ads and Google AdWords.

So, without further adieu, we’ll now discuss Facebook Ads versus Google AdWords and how to tell which platform is a better fit for your business.

Facebook Ads vs. Google AdWords: What’s the Difference?

When deciding between the two platforms, your choice boils down to one thing: urgency.

Put another way, how immediately do people need your services?

Is your typical customer calling you for a fast solution to an urgent problem?

Or, on the other hand, does your typical customer spend time planning and researching what they need before contacting you?

If your customers are often in a rush to get something fixed, then Google AdWords is the better fit. However, if you offer a service that your customers tend to put off for a while or take their time thinking about, then Facebook Ads is a more suitable option.

Why?

It has to do with the nature of the platforms.

With Google AdWords, your ads are displayed only when users search for your products or services. They have a specific need and they’re seeking you for it.

For example, here are some services that are a good fit for Google AdWords:

  • Appliance repair
  • HVAC repair or replacement
  • Windshield repair
  • Leaky pipe repair
  • Drain unclogging
  • Basement flood cleanup

As you can see, these services are for time-sensitive problems that demand a swift solution. People aren’t likely to hem and haw over price quotes or do extensive cost comparisons. Rather, their most pressing concern is how quickly the job can get done. The idea is, when they google something like “furnace repair in Albany,” they’ll see your ad right away and give you a call.

By contrast, Facebook displays your ads in the news feeds of the people you’ve selected to target. These ads interrupt their activity without them explicitly seeking out your products or services. The goal is to keep your brand on their minds as they go about their days so they remember you when the time is right.

Here are some examples of services that are successful with Facebook Ads:

  • Trash removal
  • Home remodeling
  • Car audio and mobile electronics
  • Driveway paving
  • Landscaping
  • Electric panel upgrades
  • Massage therapy

Before hiring a company for the above services, most people take time to do research, ask for recommendations, compare quotes, and/or plan their budgets. These are not emergency situations. Therefore, it’s helpful to plant the seed early and often by periodically displaying your ad in their Facebook news feeds.

Is the difference between Facebook Ads and Google AdWords a little more clear now?

Let us know if you need further explanation! We’d be happy to answer your questions and give you some guidance on setting up your first campaign. Just give us a call or shoot us a message!

One Major Reason Your Paid Ads Aren’t Getting You Results

Last Updated: April 26, 2019

Are you DIY-ing your company’s paid ads and getting frustrated by your lack of results? You probably started a campaign on Facebook or Google expecting to drive tons of visitors to your website—or, better yet, to generate a slew of new customers.

However, for some reason, you’re just not getting the results you were hoping for. Worst of all, the cost of your ads keeps going up! You feel like you’re dumping your business’s hard-earned cash down the drain.

Why is this happening?

To answer that, let’s first take a step back and examine why you’re using paid ads in the first place…

Paid Ads: Not as Easy as They Look

Honestly, starting your online marketing from scratch can feel like such a grind. If you take the organic SEO approach, it takes several months to get off the ground, and there are countless moving parts involved. As a result, a huge number of business owners throw up their hands and take the path of least resistance: paid ads.

Why paid ads? Because they promise a high ROI and instant, measurable results that make your upfront investment seem worthwhile. Moreover, you don’t have to know much about SEO to create an attractive, attention-grabbing ad. All you have to do is upload a high-quality image, come up with a snappy caption, and publish it to the audience of your choosing.

Doesn’t that sound MUCH easier than studying SEO best practices, executing a multipronged promotional strategy from the ground up, and waiting 3+ months for results?

In other words, it’s easy to see how the idea of using ads on Facebook, Google, Yelp, and other platforms to drive people to your website is immensely more appealing to most business owners.

But… People Don’t Know Who You Are Yet

Unfortunately, the allure of fast results and ease of use leads a lot of business owners to jump headfirst into paid ads before they’re ready. As a result, they pour a lot of money into ads that just aren’t generating the website traffic or leads they were hoping for.

This brings us to one major reason your ads aren’t performing:

The people who see your ads don’t know who you are!

Your ad’s audience has no prior experience or knowledge of your business. Therefore, they aren’t motivated to click, like, or share your posts and ads.

Most often, we see this happen when you approach online marketing by starting with paid ads first. As we explained above, this is an understandable move: Jumping into paid ads from the get-go is far more appealing than plugging away at organic SEO for months and months.

However, if you attempt a paid ad campaign without any prior exposure or visibility to your target audience, you’re setting yourself up for disappointment. Because people aren’t aware of your company, your products, or your services, they’re likely to ignore your ad and keep scrolling.

Now that we’ve shed some light on what causes your ads to get a low number of interactions, let’s look at why this leads to higher costs…

Less Engagement = Higher Costs

The relationship between a campaign’s engagement levels and costs can turn into a vicious cycle.

If this is your first time running a campaign on whatever platform you’re using, then you’ll already start out with a high cost-per-click (CPC). This is because the platform (Facebook, Google, Instagram, etc.) has no prior data on your company. Without confidence that your company will receive lots of engagement, they’re going to give you a higher CPC at first. Eventually, as your campaign goes on and your engagement rate improves, the platform will decrease your costs.

However, if you don’t get good engagement (primarily measured by click-through rates and conversion rates), then your costs will remain high. In some cases, if your engagement is low enough, your costs may even increase. As you can guess, this is how you can get yourself into trouble.

Make Yourself Known First

What does all of this tell you? It tells you that you need to establish familiarity with your audience before you attempt a paid advertising campaign. We know this isn’t what you want to hear—after all, you skipped ahead to paid ads for a reason! However, if you want to actually get a good ROI from your ads, then you need to get your business name out there first.

Here are some ways you can do that:

  • Invest in SEO so your business is more visible online in general.
    • This way, when someone who’s unfamiliar with your company sees your ad, they can do a quick search for your company name and immediately find you on multiple, high-quality listings. This builds your credibility and gives you an air of legitimacy (as opposed to if they googled your company name and found nothing).
  • Build your company’s brand. Read this blog post on branding to see how!
  • Participate in real-life promotions like local fairs, trade shows, partnerships, and sponsorships.
  • Put your business name and logo on your vehicles to increase visibility while you’re driving around town.
  • Ask your existing customers to spread the word.

Of course, we’d be remiss if we didn’t mention the other factors that can affect your ad campaign’s engagement, as well. For example, things like ad formatting, call-to-action strength, and image quality are certainly important to consider when creating an ad campaign. However, these considerations are secondary. Unless you’re placing your ad in front of people who recognize your brand in the first place, these extra factors won’t make a difference.

So, bottom line? Make sure your company has some brand recognition before you waste your money on paid ads!

As always, don’t hesitate to reach out to our specialists if you have any questions. Good luck!

Facebook Costs Less Than AdWords, But Is It Better?

Last Updated: February 15, 2024

It’s no secret that paid ads are a great way to inject some power into your online marketing efforts. But whether it’s a PPC (pay-per-click) campaign from Google AdWords or a social media campaign from Facebook Ads, you need to be using the platform that best aligns with your business’s needs.
This is where most people get stuck.
If you’re struggling to decide between Google AdWords and Facebook Ads, there are two things you need to know:

  1. Facebook costs less than Google AdWords by a substantial amount.
  2. Facebook and AdWords are built for different kinds of businesses.

So, if you’re on a tight budget, that’s one reason to be in Facebook’s corner. However, just because Facebook costs less, that doesn’t necessarily mean it’s the best fit for your company. The nature of your business will largely determine which advertising platform you use. Facebook is good for some businesses; AdWords is good for others.
Keep reading to see what we mean!

Facebook Is More Budget Friendly

For most business owners interested in paid ads online, their first question is, “How much is this going to cost me?” While the exact cost will obviously depend on the specifics of your campaign, we can tell you Facebook is typically the more cost-effective option.
Managing numerous campaigns for clients, we’ve seen firsthand that Facebook ads are, overall, a better bargain than AdWords. Take Bethany’s Cleaning Service, for example:

  • In one day, Bethany’s Cleaning Service spent $39.45 on AdWords versus $22.67 on Facebook.
  • On AdWords, their ad was placed in front of 126 people and was clicked 7 times.
  • On Facebook, their ad was placed in front of 951 people and clicked 29 times.

Therefore, Facebook cost $0.78 per click, while AdWords cost $5.64 per click. That’s a pretty big difference.

Read the full case study about Bethany’s Cleaning Service to see how Facebook Ads and Google AdWords match up!

So, if you’re worried about spending too much on sponsored ads, then Facebook is the way to go.

Facebook Is Good for Ongoing Service Providers

However, while Facebook costs significantly less, that doesn’t mean it’s beneficial to everyone. On the whole, Facebook ads make more sense for businesses that provide ongoing services for customers. These businesses can be anything from landscapers to beauty spas to weekly garbage collectors. Their common traits are:

  • Their customers typically do a fair amount of research and get referrals before working with them.
  • They provide recurring services their customers need on a regular basis (not just one-and-done jobs).

Our client, Advantage Disposal, is a prime example. As a residential trash collection company, they have regular, loyal customers whom they serve every week. Due to the nature of their business, they rely on name recognition, word-of-mouth, and customer satisfaction not only to retain their current customers, but also to gain new ones.

READ: [Case Study] Advantage Disposal

We ran two different Facebook campaigns for them (one short-term, another long-term), and they both flourished. As you can see in our case study, Advantage Disposal’s Facebook ads received a ton of engagement and generated an incredible number of leads with each passing month. Each ad focused on their customer service and personal touch, which led lots of fans to like, share, and comment to show their support. The result is that their ads reached thousands of local users and got them a lot more phone calls.

Google AdWords Is Better for One-Time Jobs

Unlike Facebook Ads, Google AdWords is suited for businesses that specialize in time-sensitive, one-off jobs. People are more likely to search Google for something like “refrigerator repair near me” or “dumpster rental in [town name]” when they’re on a time crunch and just need a one-time service. They aren’t as concerned about building an ongoing, working relationship with the business, nor do they have the luxury of time on their side.
Take a look at how AdWords worked for our client, All Bergen Appliance Service, LLC. As a local appliance repair business, they’re the ideal candidate for an AdWords campaign. In their case study, you’ll see how our pay-per-click campaign increased their monthly leads and doubled their monthly calls.

READ: [Case Study] All Bergen Appliance Service, LLC

Ultimately, we helped All Bergen Appliance Service, LLC, increase incoming calls from prospective customers from 203 in April 2017 (the month prior to the AdWords launch) to 464 in July 2017!

Don’t Go by Price Only

Sure, price is a critical factor when deciding which online ad platform to use. However, don’t let that be your only deciding factor. Although Facebook costs less and is more affordable across the board, it will still be a waste of money if it’s not well suited for your business’s needs. So, make sure you’re listening to more than just the part of your brain that wants to pinch pennies. Listen to your marketing specialists and invest wisely.
Want to discover more info about the differences between these two platforms? Check out our previous post, “How Do You Choose Between Facebook Ads and Google AdWords?”

How to Start Promoting Holiday Services in October (and Why You Should)

Last Updated: October 12, 2017

Do you have a plan yet for capitalizing on the holiday season? We know, we know: “It’s only October!” But we all know the holidays have a way of sneaking up on us before we’re ready. This year, why not plan ahead?
That’s why we put together this quick guide to help you jump-start your winter advertising early. By following our suggestions in this blog post, you’ll promote your seasonal services and set yourself up for a busy, fruitful winter. (Better stock up on coffee now!)

Why Market Seasonal Services Early?

Before we get into the how-to, let’s explain why it’s a smart move to start marketing your winter seasonal services in October.
First, if you start your advertising a few weeks early, you’ll give your ads a chance to gain traction. They’ll put the bug in people’s ears for holiday gift ideas, winter specials, and other seasonal services they might be interested in. As one business owner says, “It can really help to beat the noise by starting a seasonal campaign before everyone else.”
Most people don’t consider it wintertime until at least mid-November (even though the winter solstice isn’t until December 21). So, if you start running ads now, you can get an edge on your local competitors. You’ll get your message across before everyone’s Google and Facebook pages are flooded with winter-themed ads.
Of course, it’s not only about beating your competitors to the jump. By starting your marketing early, you’ll also reach those eager holiday shoppers looking for gift ideas. As Adam Heitzman writes for Inc.com:

“Starting in September, the internet comes alive with holiday fanatics who are already counting down the days to December. On top of that, a huge number of adults start their holiday shopping as early as October to space out their purchases. If your business peaks during these holiday months, start promoting deals, products, services, and ideas to reach those early shoppers.”

So, if you’re going to start advertising early, make sure you’re choosing products and services that are seasonal or time-sensitive. This will build a sense of urgency, which makes ads more effective.

What Kinds of Seasonal Services Are Good for Ads?

When we talk about seasonal services for the winter, we’re referring to any service that has significantly higher demand in the winter months. These could be popular Christmas gift ideas or just services relevant to the fall and wintertime. For example:

  • Year-end accounting (seasonal service)
  • Remote car starter (gift idea)
  • Massage therapy (gift idea)
  • Snow removal (seasonal service)
  • Leaf removal (seasonal service)
  • Firewood delivery (seasonal service)
  • Electrical/handyman work for stringing up lights and decorations (holiday-specific service)
  • Christmas tree pickup (holiday-specific service)
  • New appliance installation (gift idea)
  • New car stereo (gift idea)
  • Home theater installation (gift idea)

…Just to name a few!

How to Run Sponsored Ads for Seasonal Services and Gifts

Whether you decide to advertise with Google AdWords or Facebook Ads, that’s up to you. As we explained in a previous post, both platforms are well suited to special, limited-time promos. Your decision will come down to your budget and what, exactly, you’re promoting:

On AdWords, your special must be for a product or service people are already searching for. On Facebook, the special has to be intriguing enough that it steals people’s attention away from their news feeds.

Also, keep in mind that AdWords is generally more expensive than Facebook. Meanwhile, Facebook will be easy on your budget and still allow you to reach quite a large audience. Plus, Facebook’s ads are highly versatile and customizable. Just remember that AdWords is more often credited for directly driving up revenues for businesses. So, while AdWords is expensive, it may turn out to be worth the investment for you.
You can discover more about their differences here: “How to Choose Between Facebook Ads and Google AdWords.”
Once you’ve chosen which ad platform to use for your seasonal services, it’s time to think about what you want your ads to say.
Ad Creation Tips:

  • Keep your message clear and straightforward.
  • Make your ad’s headline count. Put the most important message right there in the headline so your audience can’t miss it.
  • Use strong call-to-action language (e.g. “call now,” “click here,” “contact us today,” etc.)
  • Don’t give too much information away. Instead, give your audience an intriguing preview so their curiosity builds.
  • Create a sense of urgency by using phrases like “don’t miss out” and “last chance.” If it’s a limited-time coupon, include the end date.
  • Use a high-quality image with bright colors and a high contrast. This will make your ad leap off the screen.
  • Speaking of images, make sure your image has a visually interesting subject to grab people’s attention. In most cases, it should represent the particular product or service you’re promoting.
  • Include your company slogan to increase brand awareness. Use other brand assets, like a signature font and logo, while you’re at it.
  • Consider adding a giveaway with your promo to generate more interest and excitement.
  • If you have the capability, create a video ad. Adobe reports that consumers who watch a video ad are 1.81 times (almost twice) more likely to make a purchase.
  • Show off your sense of humor! Don’t force it, but if you can make a good joke in your ad, your audience will respond more strongly.

Two MUSTS: 
1.) Whatever product or service you’re promoting must have a dedicated webpage your ad can link to. It can be a landing page specifically designed for this promo, or it can be a relevant page on your existing website. Just make sure the page contains all relevant details and displays your contact info prominently. A call to action would help, too!
2.) Give yourself some time for your ad to be processed and approved. To be safe, create your ad at least 24 hours in advance of when you need it to display.
Feeling stuck? Need some inspiration? Check out this awesome list from AdEspresso: “55 Facebook Ads That Get the Holiday Advertising Right.”

Prepare to Be Busy!

If you use these suggestions to promote your wintertime specials and seasonal services, and you start advertising NOW, then you’ll be in great shape by the time the holidays roll around. In fact, this scene might start to look a little too familiar:

Busy Elves During the Holidays

Good luck!

How Do You Choose Between Facebook Ads and Google AdWords?

Last Updated: February 15, 2024

If you’re one of our clients, then you’ve heard us talk about the advantages of paid advertising. In fact, you’re almost certainly sick of hearing about how advertising on Google AdWords and Facebook can be super-effective ways to reach a wider audience.
However, in all our talk about these two platforms, we rarely get into how you should choose between them. After all, most local businesses don’t have room in their budgets to advertise on both platforms. So, when it comes down to Facebook Ads versus Google AdWords, which one should you choose? That’s what we’ll help you decide in this post.
Keep reading to find out how your goals and budget will play into your decision!

Facebook Ads Versus Google AdWords: What’s the Difference?

Let’s start by going over the fundamental difference between Facebook Ads and Google AdWords. It’s as simple as “push” versus “pull.” Let us explain.
As you may know from reading our previous blog posts, we describe Facebook Ads as “interruption marketing.” Facebook sprinkles ads throughout your audience’s news feed. As a result, when users are scrolling through their friends’ photos and status updates, your ad interrupts them. (This is how TV commercials work, too.) These people aren’t searching for your company or services, but you’re putting your name in front of them anyway. You’re essentially “pushing” your brand and your offerings into their consciousness.
On the other hand, Google AdWords uses your business’s offerings to “pull” customers in. Google only presents your ads to users after they search for your specific products or services. Then, it’s your ads’ job to grab people’s attention and intrigue them enough to click. With Google AdWords, you’re relying on the fact that people are already aware of and interested in the services or products you offer.
In simpler terms: Facebook ads push your services onto potential customers, while Google ads use your services to pull them in.

Use Google AdWords When Demand Is Built In

As we explained above, Google AdWords is ideal for products and services that people are already seeking out. These ads are pay-per-click, and your main goal is to get people to click on your ad. Clicking on your ad brings them to your website, which, hopefully, convinces them to call you for a job. Plus, whoever clicks is already a motivated consumer because they’re clearly interested in learning more about your service offering (otherwise, why would they have searched for it?). Therefore, AdWords is the best way to directly increase your leads and revenue.
So, if you provide a well-known service that local homeowners regularly need, like household appliance repairs, then you may benefit from an AdWords campaign (provided it’s set up and managed correctly). People’s refrigerators and dishwashers break all the time, and they only have three options: repair it, replace it, or live without it. That means your ad for a common, straightforward service like appliance repair has built-in demand. This makes your chances of converting leads into sales much higher.
Please note: Because clicking on your ad brings users to your website, make sure your website is up to snuff. It should have high-quality images, well-written content, and all of the pertinent details customers want to know upfront. In other words, before you even think about starting a Google AdWords campaign, you better fully optimize your website.

Use Facebook Ads to Establish What You’re About

While Google AdWords targets a product or service and directly converts new leads, Facebook Ads promotes a general awareness of your local business. More awareness will eventually lead to more customers, but you shouldn’t expect your Facebook Ads to single-handedly drive up your revenue.
So, what kind of awareness do you want to spread with Facebook Ads? If your local business is doing something different and your desired customers wouldn’t necessarily know to search for it, then you’re a prime candidate for Facebook Ads. Facebook Ads are ideal for promoting things like a brand-new product, a special technique you use in your work, or a unique perk that comes with your services. Basically, you’ll want to use Facebook Ads for anything that’s novel or can’t be easily distilled into a couple of keywords.
For instance, we have a client who successfully uses Facebook Ads to promote their trash collection company. The focus of one of their ads is the old-fashioned customer service they provide. Because Facebook Ads are designed for interruption and “pushing” your business into people’s minds, they’re a great platform for establishing your brand’s personality and values. In this case, our client uses their ad to tout their dedication to customer satisfaction. Not surprisingly, this ad receives a tremendous amount of engagement and positive feedback from its audience. Over the course of a few months, they saw a substantial increase in phone calls.
Please note: While Facebook Ads generally don’t lead directly to new sales, their versatile design allows you to set whatever call-to-action you like. You can lead your audience to visit your website, visit your page, or send you a direct message straight from the ad. This helps you tailor your campaign so you get the results you’re looking for.

Both Are Great for Special Promos

Special promos, like limited-time offerings and discounts, are where Google AdWords and Facebook Ads overlap. A special’s time-sensitive nature automatically builds a sense of urgency. Plus, if it’s a sale, the promise of savings is sure to catch people’s attention.
However, the same basic differences between Google and Facebook still apply. On AdWords, your special must be for a product or service people are already searching for. On Facebook, the special has to be intriguing enough that it steals people’s attention away from their news feeds.
When you target and manage these special campaigns effectively, you’re sure to see success on either platform. The platform you choose simply depends on how much you’re willing to pay. Which brings us to…

Price Comparison

It all comes down to cost, doesn’t it? Google and Facebook’s pricing structures are dramatically different. Here’s what you need to know.

Google AdWords

Frankly, AdWords is expensive. So, while it’s an effective tool in generating more leads, you should only start a campaign if you’re sure you have room in your budget. For many local businesses, though, the return on investment for AdWords tends to be on the higher end of the spectrum, which makes the investment worthwhile. However, your ROI will depend on a few key factors:

  • Your local market. Are enough people seeking out your products or services to justify the costs of running a campaign? Sometimes, there’s just not enough demand, and your small revenue won’t cover your investment.
  • Your local competition. Are you going against regional chain stores or national corporations? Chances are, they’re going to beat you because of their name recognition and large budgets. It will be an uphill battle for you.
  • Your budget. High-ranking keywords often cost more per click. As a result, many people diversify into multiple different keywords. This stretches the budget too thinly across the ads. And when you underfund them, they underperform. It may sound counterintuitive, but if you set your AdWords budget too low, you’ll actually waste more money.

Facebook Ads

Facebook, on the other hand, is more affordable than AdWords. While a keyword-targeted ad for your industry might cost you $13 per click on AdWords, an ad with similar messaging may cost you just $3 per click on Facebook.
However, as we’ve established, the AdWords audience is more motivated in the moment to make an immediate purchase—so you may get much more out of that $13 than you do out of the $3 on Facebook. At the same time, that’s why Facebook is a great tool for when you just want to broaden your visibility and brand awareness. It all circles back to what your goals are.

Summary of Facebook Ads Versus Google AdWords

Phew! We’ve covered a lot of ground in this blog post, so let’s do a quick recap.

  • Use Google AdWords when you have an in-demand, well-known product or service you want to promote.
  • Use Facebook Ads when you want to increase visibility and brand awareness for your local business.
  • Use Google AdWords only if you’re willing to pay more upfront to get more in return.
  • Use Facebook Ads if you’re on a small budget and need an affordable alternative to AdWords.

Of course, there are still several nuances and shades of gray that take years of experience to fully grasp. Only trained online marketing specialists understand the countless factors that go into deciding between Facebook Ads and Google AdWords. So, if you’re still unclear about which platform you should go with, please don’t hesitate to get in touch with our specialists. We’re here to help your local business grow in any way we can.

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