Paid Search vs. Facebook Advertising

We all understand paid search. You bid on keywords on which you want to appear on search engines and, as much as your budget can support, you appear for impressions and are charged for clicks. We are so used to this form of advertising that it has become routine for most businesses. From a marketing point of view, of course it’s...

We all understand paid search. You bid on keywords on which you want to appear on search engines and, as much as your budget can support, you appear for impressions and are charged for clicks. We are so used to this form of advertising that it has become routine for most businesses. From a marketing point of view, of course it’s effective.  However, someone‘s search is required. In simplified terms: Someone must be seeking what you have. Not a problem, paid search forecasting can offer you estimates on impressions and clicks. But… the market still needs to come to you.Advertising on Facebook is entirely different. There is an intelligence built into Facebook advertising that search engine advertising lacks.  Facebook is a giant database. Everything you say or do on Facebook is like adding personal data to a complex database. Everything you like, every response, every like, everywhere you go… it all tells the database a little about you.  And, that information can be monetized. In other words, Facebook can offer you database marketing through a very familiar format: advertising or promotion. The difference when compared with paid search is that the market does not need to come to you. With Facebook ads and promotion, your ad or message seeks out an audience based on chosen demographics.In paid search on a search engine you might choose for your ad to be visible on a specific keyword. On Facebook, you can choose to place your ad on the pages of women 25-36 in a 15 miles radius from your location who have shown an interest in wellness, health and fitness and weight loss. See the difference? So should you replace paid search with Facebook ads and promotional boosts? No. But knowing the value and effectiveness of both methods is vital these days.Searchers are active and shopping.  Facebook users are in a different mode but more susceptible because they are in a friendly environment.  In one case you want to be present when sought out. In another you want to introduce yourself without pressure.  And, the message you present is more important than ever. Want to see some ideas of what works on for boosted social media posts. Today, I shared three campaigns from three of our social media clients onto Dog Star Media‘s Facebook page. Those Before/After stories have resulted in hundreds of web site visits for each client.  This storytelling, feature-type approach is suited for social media where direct advertisement of benefits works better on paid search.  Social media advertising has changed the game by making it database driven and tonally different.  Are you prepared to transition to this new balance in advertising? Are you in a position to tell your story better to a demographically favorable audience to build interest in calling you? If so, please contact me at donald@dogstarmedia.com. We’d love to help you.