Google Still Out Performs Facebook In Advertising Effectiveness

There are fundamental difference between Google Adwords and Facebook Ads. Let us put the discussion of effectiveness aside for a moment and look at what each different channel provides to advertisers.

Messaging:

Google Adwords are text-based and usually the second option users click when they cannot find what they are looking for in the organic search results. To help advertisers, Google has made it increasingly difficult for consumers to differentiate between Adwords and organic search results. This makes the advertising less interrupting and more a part of natural search.

Google Adwords do not allow for creative, which is not necessarily a bad thing because this type of messaging is consistent with the Google interface and the very thing that differentiates the website from other major search engines. Simplicity and lack of clutter is a major factor that contributes to usability and the reason Google continues to hold the top position in the Top 15 Most Popular Websites (eBizMBA, 2013).

Facebook enables brands to implement creative and engaging call to action elements creating a better opportunity for brand awareness and leveraging brand recognition that has been developed through other forms of advertising. It allows for companies to better leverage brand equity.

Audience Reach:

Although Facebook reaches more than one billion users, Google’s audience is in a different mindset—they are looking for answers, valuable information, and not necessarily to connect with friends and family. So depending on your business, target audience, and advertising goals, Google Adwords is an excellent solution for reaching thousands of individuals who are researching information online looking to discover solutions to their needs and connect with brands rather than their best friend.

Adwords enable advertisers to target audiences based on location and keyword search terms. This type of targeting is not offered when using Facebook Ads, however, Facebook Ads allow for more precise psychographic targeting and allow brands to make clear decisions based on the segmentation criteria they select. 

For instance, as you narrow down your audience, the estimated reach is presented in real time. This can be extremely valuable for marketers who are looking to better optimize their budget through highly segmented, precision targeting.

Measurement:

The data that is offered to marketers from Google Adwords can be tied directly into the brand’s site analytics through the Google Analytics platform. This provides a single source to measure ads, Web traffic and consumer behavior. These metrics are useful, but they do not give insight into the bits of content your audience finds engaging. 

For instance, a user can click on an Adword and stay on your Web page for three minutes, but you have no way of knowing if the time spent was the result of a positive experience. Google does not have tools integrated on your site that allow users to interact and share information. You are required to build that on your own and work to integrate that development into the Google Analytics platform.

Conversion rate using Google Adwords or Web analytics can be several things including a form completion, video play, and sometimes even feedback.  

Now in terms of Facebook Ads, 

Conversation Rate = # of Audience Comments (or Replies) Per Post (Kaushik, 2011). 

You have the opportunity to better understand your audience and engage with them instantly and creatively. 

Conversion on Facebook also means increased word of mouth—a person’s action is viewed by their network. A conversion on your website is viewed by, well, that individual and maybe a family member that pokes their head in the room. 

Kaushik’s Amplification Rate metric can be applied to the insights provided by Facebook and other social media networks showing the amplification of the advertising message or shared beyond the boundaries of the intended audience.

On Facebook, Google Plus: 

Amplification = # of Shares Per Post (Kaushik, 2011).

Now I encourage you to continue to read about all the other valuable metrics Kaushik offers in this blog post. Not only is the information valuable, his personality and sense of humor that shines through always makes the time spent well worth it.

In looking back at the points covered in this post, the obvious answer might appear to be Facebook Ads. So now it is time to talk about effectiveness. For most brands, it is extremely difficult to implement a Facebook Ads campaign that is successful. And some research attributes the failure of Facebook ads to what we have discussed earlier, consumer intent. 

Consumers are just not in the mindset to interact with brand messaging in the same way they are when they are actively seeking information about products and services.

We can’t continue with the same ad models, in a space that doesn’t support them; a solution is out there, it just hasn’t matured yet, (Clark, 2012). Social media platforms must think differently and work towards a model that leverages word of mouth and engagement rather than click-through rate.

Clark, S. (2012, October, 13). Why Google Ads Work & Facebook Ads Don’t. Retrieved on February 4, 2013, from, http://seanclark.com/pay-per-click/why-google-ads-work-facebook-ads-dont/

eBizMBA (2013). Top 15 Most Popular Websites | February 2013. Retrieved on February 4, 2013, from http://www.ebizmba.com/articles/most-popular-websites

Kaushik, A. (2011, October). Occam’s Razor. Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value. Retrieved on February 4, 2013, from, http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/