Google Ads vs Facebook Ads: Which channel is right for your business? — Brenton Thomas // Twibi

Show Notes

• ·02:39 - Google Ads vs. Facebook Ads for lead and revenue generation Google Ads excels in driving leads for products, while Facebook proves more effective in generating revenue. Although Google can also drive product revenue, the creative element in Facebook ads vividly showcases the product's features, leading to a better return on ad spend. ·03:52 - Challenges with Facebook and Instagram Ads When using platforms like Instagram and Facebook, users are typically in a leisurely mindset, engaging with entertaining content unrelated to business. Converting users in this state to engage with business-related ads and make purchasing decisions is challenging and unlikely. ·04:52 - Effective eCommerce ad spend on Facebook and Instagram Facebook and Instagram can be very effective for ad spend due to their broad audiences and the ability to optimize campaigns toward revenue goals across Facebooks properties. The audience manager enables seamless targeting and revenue generation from different platforms. ·05:38 - How to set up Facebook Ads Build out the account with campaigns targeting different parts of the fu el. Optimize toward sessions at the top, different conversion points for the middle, and purchases at the bottom, while ensuring accurate conversion tracking for effective results. ·07:04 - Maximizing conversions and ROAS across the customer lifecycle Consider turning off middle-of-fu el campaigns if the top-of-fu el performs exceptionally well with a higher return on ad spend. Focus on effective top-of-fu el ads that drive conversions and pull people through the customer lifecycle. ·07:43 - Optimizing Facebook Ad targeting for better results When starting Facebook ads, it's more effective to leave the targeting very broad, such as 18 plus years old, male and female, without selecting specific demographics or interests. This approach tends to yield better results compared to using detailed targeting parameters. ·08:20 - Facebook's algorithm for optimal ad placement and targeting Facebook's algorithm utilizes past data to inform its present decisions and maximize ad placement. Once a sufficient number of conversions are obtained, Facebook can effectively identify and target people who are likely to take the same desired action as those in the past. ·09:09 - Conversions on social media The effectiveness of converting social media users to make purchases varies, but the majority of conversions seem to come from Facebook rather than Instagram. ·10:28 - Scaling a business with Facebook Ads vs Google Ads Typically, Google offers more scale than Facebook as larger businesses tend to experience diminishing returns on Facebook. For substantial scaling on Facebook, broad audiences like the entire United States are recommended, and expanding to other countries. ·11:22 - Handling diminishing returns search ads Diminishing returns can occur on both platforms as a business grows. Exploring other campaign types like YouTube remarketing or display remarketing becomes necessary when a maximum scale is reached on search ads. ·12:05 - Balancing paid advertising and SEO Most of Twibis clients are more focused on the paid side rather than SEO because paid ads offer more immediate impact. So, even while using AI to generate blog post content for long-term SEO gains, theyre still ru ing paid ads to get clients revenue faster. ·13:01 - Driving leads and purchases with SEO Google Ads is recommended for leads-based businesses, while Facebook offers significant opportunities for brands looking for purchases. SEO can support both purchases and leads, making it beneficial to implement alongside either platform.