Google AdWords or social advertising? It’s a question that we get asked a lot. What’s the difference between the two and which one will work better for you?
We don’t mean to sound biased but we would always recommend social ads as it is the most cost effective way for small businesses to advertise online, now use needls to manage it all and you’ll be laughing all the way to the bank!
We’ll try to keep this simple. Google AdWords is contextual advertising meaning people search for terms in Google and based on those terms and their location they will receive relevant ads. These keyword based searches can definitely be effective but the problem when it comes to SMBs is competition. AdWords was first released in 2000 so it’s extremely saturated and competitive. The cost per click is based on supply and demand, and with so many large companies spending a massive amount of money on the keywords they are driving up the cost which leaves little room for SMBs to have a profitable piece of the market share.
Google Adwords is also much more complex than social advertising. You have to come up with an extensive list of keywords, you have to create various ad groups and continuously be tweaking things. Constantly having to optimize ads is a nightmare if you have no idea what you’re doing, on top of that the platform is constantly being modified which can be hard to keep up with especially for those who are highly irritable. The platform is meant for experienced marketers and they cost a lot of money.
Social advertising is interest based. When you see advertisements on social media they are targeted to you based on your actions whether it be sharing or liking a post or based on groups that you’ve joined. Think of it as just chatting to your network and those you trust.
Advertising on social media is a lot more cost effective especially for small businesses. Social platforms allow you to cast a wide net to people you know have interests related to your product or service, making it less risky when it comes to your investment. A click is typically cheaper on Facebook than it is on Google which is why SMBs get more bang for their buck. In addition to getting clicks to your website social ads can be a great way to improve engagement. This includes page likes or followers, comments on posts, retweets and more. It provides added value as more people will organically learn about your business and become prospective customers.
Another thing to keep in mind when advertising on social media is to keep your ads simple and personable. You don’t need to pay exuberant amounts of money for someone to design ads for you. Invest in some quality photography that will last you a long time and show actual photos of your product/service. People can tell when it’s a stock photo so make it personable and connect with your potential customers.
So again we can’t say one is better than the other because both Google AdWords and social ads are effective ways of driving traffic to your site, but for the more budget conscious businesses social ads are definitely a better choice for your wallet.