Facebook Ppc Vs. Google Ppc

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Facebook is a social network that has had the success of breaking into the social networking scene and surpassing its competitors all the way to its current position at the top of the social media sphere providing its services to over 400 million users.

Facebook provides a PPC (Pay per Click) service that focuses on the various niche markets that engage on the social network. The social site allows you to target your ads to only be viewable on specific profile pages.

Here is a view of the setup and the various demographics on Facebook:

These ads are non-invasive, similar to Google’s PPC, but Facebook allows you to add images and they also give the user the chance to vote on whether or not they like the advertisement making the ads that much more accountable to their target audience.

Here’s a Facebook’s example of a Niche Market PPC advertisement:

This is referred to as Demographic Facebook PPC, which means you’re doing a better job of reaching your target audience with specific ads. Sure, Google gives you the ...
... opportunity to choose topics or keywords, but they are not nearly as specific as Facebook’s PPC ads, because Facebook allows you to narrow your ads to be seen by more specific demographic (i.e. Age, Sex, Location and often interest).

eMarketer.com names Facebook as the go-to destination for marketers. This is certainly a growing trend and perception. According to eMarketer.com, social media is predicted to account for 5.4% of all paid advertisement spending, which in itself shows the shifting sands in targeted methods of advertising.

“As more marketers incorporate social networks in their business, they will no longer look at them as siloed destinations. Instead, they will look to increase the impact of their social network presence by linking it to other marketing initiatives, both online and offline,” said Debra Aho Williamson, eMarketer senior analyst and author of the new report, “Social Network Ad Spending: 2010 Outlook.”

There are issues with Facebook’s PPC; for instance it is said that Facebook tends to have a very low CTR (Click Through Rate). Also, while Facebook may allow for more targeted niches, it is not a search engine and doesn’t have the volume that Google has. So, although Facebook gives you the ability to better reach those buying your products or services, Google allows for a broader audience and a larger number of prospects.

However, Facebook ads are quickly gaining in popularity, and appear to be a very beneficial tool for small to medium businesses attempting to increase traffic with PPC.

If you are trying to decide between the two, don’t! The only way to come to the right conclusion is to try them both and measure the results over a defined period of time.

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