It’s the war of the century that advertisers are caught in the middle of. On one corner, you have Google, the long-standing search engine that uses algorithms and keyword searches that enables virtually everyone to be able to access the information they need with just one click.
And you also have Facebook, the undisputedly most popular social media network in the entire web. Even though it was launched back in 2004, it has over 700 million users and a dozen applications and features that can aid advertisers in promoting their services.
What should you choose?
Google’s AdWords: Still relevant?
Everyone knows what Google is. In fact, it has already become a verb that is much used by people, especially those who want to find something (“Google it”). In essence, Google has penetrated the minds of users as the go-to search engine.
While Google AdWords are undoubtedly relevant, remember that your target market consist of people who are actively seeking out a particular service. In addition, you are dependent on linked keyword searches.
So if you’re looking for, say, a bakeshop in Manhattan or the nearest repair shop in your location, you can type in the keywords to search for particular areas. However, when you get to a site, there are also configured advertisements that are presented, most of which have some connection or relation to the keyword that you searched for.
With a clickable link to guide you to that website, Google AdWords allow users to check out your advertisement, and if they are interested, you reel in another buyer.
The downside here is that, since the ads are usually related to the particular information that the user is seeking, you also risk the chance of being ignored, especially if the user has a specific service in mind.
Word of mouth effect by Facebook
How many times has it happened when all you needed to do was check out your newsfeed and you’d immediately learn what is trending or what is being read by most of your friends?
The advantage of using Facebook is that you already have a large platform to work with. With millions of users who are online on a daily basis, and with the continuing popularity of Facebook, you are assured that you can hit a specific demographic that would appreciate, patronize, and promote your brand.
The only thing that you would have to do is to experiment on the type of marketing or approach that should be used on a specific audience.
When it comes to Facebook ads, there is a need to be enticed or encouraged to buy the product, since the target market is more diverse. For some, it can be a hit or miss issue. You try out a demographic or a certain group of people, show them a good reason to click on your advertisement or show them a product or service that they would want, so you can push your brand to them.
If an advertiser is lucky, that person’s social group and contacts would catch on, and check out the advertisement as well. Sometimes, all it takes is one person to spread the brand by word of mouth—or rather in this case, by word of Facebook—and soon, your advertisement might be soaring with clicks and hits.
What works for advertising?
The choice boils down to the kind of service or product one aims to promote. As marketing mediums, both Facebook and Google have made businesses thrive left and right. But one has to remember that these businesses succeeded because of the effort of advertisers, the utility of the product, and the creativity of the execution.
Conduct research on the target market that you want to tap into. Know their demographics, background, likes, and dislikes, so you can better improve and angle your advertising to attract their interest. The medium is only as strong as the product that it is trying to advertise.