Facebook vs. Google

This seems like a really contentious week for my blog. There was content versus conversation and now it's Facebook versus Google advertising.

At the basic level, Facebook's and Google's advertising systems both offer the same thing. They allow you to send consumers to your website or campaign from a section of the online marketplace that a lot of people frequent. It's a lot like putting up a sign at the mall. If you check out this video on Facebook's ad formation, you can see that this tool aims to target users effectively (Facebook Tutorial, 2010).

Google's ad creation tool is also targeted (Google Business, 2009). You're not pulling from all the people who search Google who like Elton John or ride their bike to work like you can on Facebook (Facebook Tutorial, 2010). However, not everybody lists their interests on Facebook. I don't. Facebook has no indication that I am obsessed with Doctor Who, a BBC TV show, and that I would click on anything with David Tennant's face on it. Facebook only knows what you tell it, and if you're careful like me or you just don't spend enough time cataloguing all of your interests, you're not telling it very much.

Both are so easy to use that you could probably turn the sales process into a game for elementary students. I feel like I could purchase advertising on both sites in less than an hour, and I'm not really fast.

Google AdWords' targeting depends on choosing the right keywords. You have an idea of how well a keyword works through AdWords' tool. With Google you also have the option of driving traffic for free. This handy, dandy search engine optimization guide provided by Google should help you either way. It helps you diagram search pages and gives advice about page titles, summaries and URLs. It will also suggest the best ways to create your site navigation, the best way to use photos, and how to notify Google that your site is mobile.

The biggest thing you probably need to know though about these tools isn't regarding functionality. You might want to know about the return on investment you'll get. Facebook's advertising bluff is being called. And, as the advertiser, it's good for you to know where you stand. Google ads are clicked on 10 times more than Facebook ads (Haberman, 2012). Facebook ranks lower in targeting options and ad formats offered. Google's click-through rate is higher, and Facebook doesn't even publish its ad click-through rate. The data provided in this article comes from Webtrends' independent analysis. Facebook's advertising rates rose 40 percent in the first quarter of 2012 while its click-through rates fell by 8 percent.

In another report, four out of five Facebook users say they have not bought a product or service because of advertising or comments on Facebook (Jones, 2012). Before Facebook went public last month, General Motors pulled its Facebook advertising in favor of only using the site for free promotional efforts through Facebook's Pages. However, GM's competitor Ford has said it will increase its Facebook advertising budget.

ComScore argues that the poll data from the Facebook user survey is inaccurate because people have weak memories (Booton, 2012). This argument seems flimsy. If you read this article by Booton and contrast it with the data collected on Facebook's current strength versus that of Google's in advertising, I think it's clear where you ought to spend your money.

References

Booton, J. (June 8, 2012). ComScore: Stop bashing Facebook ads. Retrieved from: http://www.foxbusiness.com/technology/2012/06/08/comscore-warns-people-to-stop-judging-facebook-ads/

Facebook Tutorial. (April 5, 2010). Facebook Tutorials:How to advertise on Facebook. Retrieved from: http://www.youtube.com/watch?v=8jOBDIql4yc

Google. (2010). Search engine optimization starter guide. Retrieved from: http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf

Google Business. (June 15, 2009). Getting started with Google AdWords. Retrieved from: http://www.youtube.com/watch?v=tx2L6EGa9DY

Haberman, S. (May 15, 2012). Can Facebook ads ever beat Google? Retrieved from: http://mashable.com/2012/05/15/facebook-google-advertising/

Jones, R. (June 5, 2012). Facebook's problem: Ads aren't grabbing users, analysts say. Retrieved from: http://marketday.msnbc.msn.com/_news/2012/06/05/12069407-facebooks-problem-ads-arent-grabbing-users-analysts-say?lite