Purpose

To determine the best use of Internet advertising dollars for max ROI.  We will evaluate Facebook Ads and Google AdWords campaigns as they relate to best practices for overall internet marketing strategies.

General Info

Campaign Comparison

Summary

The key difference between these two ad campaigns:  Facebook Ads target people based on who they are and Google Adwords targets people based on what they are looking for right now. The problem with trying to reach larger audiences with AdWords is that the more general the search term, the more expensive the clicks. It’s likely that a low Click Through Rate will cause score issues, increasing cost and preventing ads from showing up.   Facebook on the other hand allows highly targeted advertising using like/interest and connection filters. If you get your targets interests right and leverage their connections properly, you can reach a much larger audience on Facebook than you can with AdWords.

Recommendation

The specific ROI for either campaign is largely indeterminate. However, because Facebook advertising guarantees impressions and creates user connections it is overall a better longer-term strategy for any business. Of course, your site’s most pressing need is optimization for search engines based on specific keywords that will increase organic search rank. If this is all in order and you have a clear brand identity and focused target audience, launch a test Facebook ad campaign.  Here’s why…

Facebook:
Creates user connections
Allows more targeted advertising
Has better metrics for tracking demographics
Is Cheaper — $250 can create a Facebook Ad seen by over 3 Million specifically targeted people, this same reach could cost between $1000 – $1500 with Google.