How Facebook & Google Advertising are Different..??
In the current Marketing Industry a specific kind of strategy is in the air, which is very much towards the Digital way of reaching out the users/customers. Though the Tech market has become too much crowded with people catering services like Social Media Marketing, Search Engine Marketing, Social Media Optimisation, Search Engine Optimisation Email Marketing, etc in costs cheaper than a cheese sandwich. It becomes very strange to understand that a product/service like Google SERP, Google Adwords, Facebook & Facebook Adverts which took years to evolve and so much of hard work invested can be delivered in such low costs. How is it actually possible that people can bring millions of likes or traffic to a website or facebook page so easily.
On daily basis i come across various posts on customers getting cheated from so-called Digital Marketers assuring them valuable traffic to their product/website. And the more disappointing thing is that thy always believe on these marketers only.
Anyway concluding my above mentioned questions i would like to introduce you the actual process of advertising over Google or Facebook.
A social community which is considered as the largest population of users across the globe. Now if we consider it as a marketplace where an individual has to market his/her product or service, then they have to reach out the users in every possible way. By brand building, identity creation, creating primary, secondary and tertiary connections and much more. But in reality it has the most bouncy audience which cant give you any more conversion ration than 0.1%. Still its the most potential marketplace as the 0.1% figure is also a huge audience to target.
Lets take an example, consider yourself inside a mall and a promotional activity going on by any Brand/Company. You will observe that a stage setup with flashy lights and an Anchor addressing the audience about the activity. Some 2 or 4 volunteers interacting with the passing by crowd. While the activity going on for the promotional campaign, you will see a lot of audience just watching the activity from some corners of the mall, some of the people might show interest and a few will indulge with the activity & will also get converted by the brand/company as per their objective of the activity. If we consider the investment for the activity then it comes out to be very little in terms of the expected Returns on Investment. Still it will give good results in respect of conversion but not in large numbers.
Now lets relate this to Facebook Advert Campaigns. Any activity done over social media platform is as similar to the above mentioned example. These activities will have a large in-market audience to cover in different part of demographic locations just watching your post and scrolling down their timeline. Some will like, react, respond to your activity and will also open your page, event, group or paid promotional campaign. A few will also get converted as per your objective for the social media activity. The investment is going to be either negligible or very small but still you might get some results. Exhibit that its a demand generation platform where the initial branding or promotion will be a word of mouth process.
World's largest search engine to find anything else your Flip-Flop. A network where an individual can get worldwide knowledge based on their objective of search term. It gives you the feasibility to showcase your brand/product/service to a varied audience as per their choice. Also this is a market place where the conversion ratio ranges from 5% to 10% in non-premium locations and upto 40% in premium locations. It all depends upon how fast and specifically you reach your potential audience. Searches happened over google are keywords based and depends upon relevancy to your brand/product/services.
let's relate this to a real time event. Suppose a company wants to market its product, they will organise an attractive event. This includes booking a banquet hall and arrangements of a happening activity for the very specifically invited audience who are chosen as per their interest shown for the product they are seeking in market, also the invitees with be some of the existing and some newly targeted people. Now the brand has spent a good amount for the event to engage the invitees with their product presentation or promotion, and the objective is to present the product in such a way that they get the maximum conversion out of their investment for the event. And while the presentation the invitees will be catered with attractive offers in a privileged manner so that the audience will get what they are actually looking for. The company officials are pretty clear that out of this activity they will definitely convert some of the existing customers as well as the new leads out of the event. This gives them oriented results in consideration of the campaign they organised.
In the similar way the google campaigns are designed in a way that they can cover both the audiences as in, the in-market audience & the newly target audience over internet channels. Now google provides lots of options to target the audience in various ways which are based upon keywords, interests, re-marketing, demographics, and much more. So if we look into the above mentioned example we will find out that investments over Google Adwords Campaigns might be a bit higher then any other advertising channel but yes it will give you guaranteed quality results. And yes the conversion will be pretty good because the campaigns will be targeted to a very specific audience with a focused agenda. Exhibit that Google is a demand fulfilment platform where an advertiser gets higher Returns On Investments.