Pay-Per-Click (PPC) advertising allows your business to use customised messages to target a specific audience that is more likely to respond. Online analytics will also show which advertisements support retargeting. But, which PPC platform will give you the best return on investment (ROI)?
With Google Ads, you’ve got Gmail ads, YouTube, the display network and a variety of bits. On the other hand, Facebook gives you access to the world’s biggest social media platform. Which one is more effective? We investigate below.
Google Ads is the highest quality leads you can generate for your business, but they are on average about five times more expensive than a Facebook lead. A search-based lead is a very high-quality lead because it is intent-based. Someone has a problem, they search for a solution online, see an ad about the problem and get taken to a landing page that is tailored to speak to their specific challenges.
On Facebook, people are not searching for a problem. So, there are no intent-based leads. What you can do, however, is target people who might have that problem. You can create look-alike audiences and then find the small segment of people who might have that problem. This means that if you do your targeting right, you can also find high-quality leads.
People will scroll in their newsfeed on Facebook and see your ad. The cost for these leads is lower, but you need to plan how you are going to turn the Facebook user into a client with captivating and engaging content.
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