Now and then, we see talk in the blogosphere about Facebook Ads being the next best thing in online advertising. For years, I viewed that sentiment with skepticism. How could a social network, with no search or intent, ever perform better than Google?
Well, Facebook recently launched a Shop function. And while it hasn’t taken off in a big way yet, it could. Just think about all the data Facebook has that Google doesn’t.
Here’s the kicker, though. As I was setting up a new Facebook Ads campaign this week, it hit me. Facebook makes advertising easy by focusing on advertiser goals: what do you want to accomplish?
Just look at this. Not only are the goals stated in plain English (reach people near your business, collect leads for your business, increase conversions on your website, etc.), but Facebook has grouped the objectives along the buyer journey.
Think about that for a second.
Nearly every advertiser we work with understands at least a little about how users go about deciding to buy from them. Whether their product is an impulse buy or a long-term consideration deal, the advertiser knows where they fall.
And most of the time, the advertiser knows what they want to do, even if it’s in basic terms: “We need to increase sales.” “No one knows about us, so we need to create awareness.” “We want people to attend our event later this month.” Simple.
Not only does Facebook make it easy to choose your objective, they tailor the campaign setup experience to your objective. Different objectives have different ad options. While this may seem confusing or complex to those of us used to setting up Adwords campaigns, for a novice advertiser it’s much more intuitive. There are fewer levers to pull, but also fewer choices to try to understand.
Facebook also optimizes campaigns for your objectives. More often than not these days, I just set my Facebook Ads campaigns to optimize for my objective. Why bother dealing with bid management when you don’t need to? We get great CPCs and reach on Facebook even when we use auto-optimize.
Why is that? Well for one thing, Facebook has frequency – something Google Search doesn’t have. People don’t always search for the same thing over and over, but on Facebook, you can see the same ad multiple times, making it harder to forget. And Facebook knows who we are – which can be a huge hurdle for search, where you have the intent portion, but no idea whether the person searching falls into your target audience.
Let’s contrast the Facebook experience with Adwords. Here’s the first page in Adwords signup:
Yikes, an email opt-in. Not the best start. Before I even know whether I want to do this or not, Google is asking for my email address. Facebook already has it, since you need an email address to sign up. It’s the same thing, but feels different to the user.
And then there’s Adwords Step 2:
Hoo boy. Complicated language about a campaign (what’s that??), a budget (whoa), “choose a target audience,” which doesn’t look like a target audience from the mindset of a novice advertiser, and “set your bid.”
Think about this for a second. Two of the three steps have to do with money – before I even see what I’m getting or who I’m reaching, I have to tell Google how much I’m willing to spend each day and for every click – and “Adwords automatically sets your bids to help you get as many clicks as possible within your budget.” And I pay for every one of those clicks!
Can you see the difference here? Facebook focuses on the experience – they don’t ask for a budget until everything is set up, and if you choose to let them optimize, you never see a bid at all. Instead, Facebook thinks about campaigns the way advertisers do – by objective and audience.
Looking at it another way, let’s say I’m talking to a new prospect who is thinking about doing online advertising. Do I go in and immediately ask them to opt in to our agency emails, and then immediately ask them what their budget is? Or do I ask them what their goals and objectives are, and talk about their target audience? Which of these approaches is going to win me the sale?
Now of course I love Adwords. I wouldn’t be where I am today if it wasn’t for them. And Adwords campaigns are some of the most effective around. We have countless options: text, image, video ads; remarketing, Google Display… the list goes on. In the hands of an experienced professional, Adwords is a beautiful thing indeed.
But to the advertiser, it’s confusing. How many hours do we all spend each week just trying to explain Adwords to clients? Yet everyone understands Facebook, because they use it every day; and because it makes marketing sense to them.
And who knows? We may see Facebook overtake Google at some point.
What do you think? Is Facebook’s approach more logical than Google’s? Will Facebook Ads continue to grow in importance, or will Google remain king? Share in the comments!