Facebook Ads vs Google AdsOne huge advantage that Facebook Ad campaigns have over Google Adwords is enhanced demographic targeting.
There is a higher probability that Facebook ‘knows’ more about the target member of the audience than Google, allowing the advertiser to design campaigns heavily geared towards this subset of individuals. CTR and CPC metrics will be radically different to Adwords but the main difference lies in the targeting system.
Ironically, Google’s Adplanner provides a great tool to establish a big tranche of data to use in Facebook advertising campaigns. Ideally, what we are after is age, sex, interests and education and Google’s Adplanner can provide age and interests. You can also supplement this data by using Alexa and Quantcast, plus it’s good to have three sources of information to back up the primary source of information, namely Adplanner.
You can then leverage the plethora of ad targeting options that Facebook has available:
- Up to 25 countries
- City level targeting
- Age, Age Groups & Birthday
- Relationship Status
- Likes & Interests
- Workplace Education
- Friends & Connections
- Likes of existing Facebook page
And improve your targeting via:
- Testing different versions of the ads
- Refreshing and rotating them, especially via the image
Facebook, with it’s access to customer segmentation data from third parties – such as Acxiom, Datalogix and Epsilon – can display ads to custom audiences via Facebook partner categories, based on the products and brands they have purchased across desktop, mobile and even offline.
It’s also possible to find ideal customers and then target another group of people who have similar characteristics via Lookalike Audiences. There isn’t any individual data (such as address or credit card numbers) available to Facebook or the advertiser, just the size of the audience. However, it is possible to target, for example, people who are heavy buyers of children’s cereal or purchasers of entry level cars within the next six months. The data can be obtained from loyalty cards and transaction level data, and it won’t be long until it’s available here in the UK.
It soon may be possible for a user to opt-out of receiving the ads by paying a fee to Facebook, via patented Paid Profile Personalisation. One sure winner will be Facebook’s revenue figures, expected to be $6 billion in 2013 but still a lot lower than Q1 2013 revenue figures for Google, a respectable $14 billion.
More Business articles from Business 2 Community: