PPC should I go with Facebook or Google?
Posted by Patrick Murphy on Fri, Aug 27, 2010
PPC can be one of the most profitable forms of advertising and marketing channels, but only when done correctly. With Facebook recently announced they hit the major milestone of 500m users, following hot on the heels of the news that, in the US, the site has overtaken Google for the first time should you start to look Facebook as another medium for your Pay Per Click.
For PPC the first measure you should always look at is the potential opportunity and the size of that opportunity. Many people look to the CTR or the Click Through Rate to gain an understanding this potential opportunity. The average CTR you would expect to see from a Google advert would be around 1.27% and if you compare this against the Facebook rate of around .09%, it appears that Google does provide an great opportunity to get found my your target market. To paint it a different way people are 14 times more likely to click on your advertising on Google than your Facebook advert.
So if this is the case why do companies use Facebook for advertising? Facebook takes the traditional pay per click advertising model to a more targeted level Facebook has the ability to tap into the user’s profile, as well as the extra amount of personal information a user typically adds to their site every day and uses all that information to make it possible for companies and business to target groups of people at an extremely granular level. With Facebook it is possible to go further that the basic demographics such as age and gender. Facebook lets business targeting people on the basis of their favourite movie, snack etc. Facebook enables you to build your target audience group and advertise to them specificity.
So would I be right in saying that Facebook build a brand and Google gets you found? If you are still unsure about PPC check out our beginner’s guide on Pay Per Click.