But what we find out is, when somebody signs up for those discounts, or for those coupons,
or whatever it might be, that the response rate is literally only about 10%.
Hi, I'm Mike Mancini with PPCVideoTraining.com.
Today we are talking about the difference between Facebook Ads and Google Ads, or what
some people used to call Google AdWords, which, as most of us know, some of you might not,
Google AdWords became Google Ads.
Now, a lot of people ask me this because, obviously, we specialize in Google Ads.
You know, "What are the differences?
What are the best ones to ... Best approaches to take?
Should I put my business on Facebook, should I put it on Google Ads?
I have people telling me all of these different things, and I'm not sure which way to go."
The one thing that I have to tell you about is ... And I'm going to give you some examples
here, is intent.
And I know you've probably heard people say that before, but maybe they haven't explained
it or shown you some example.
What I mean by that is, if you have intent on looking for a product or looking for a
service, where do you typically go?
Now, some people will say, "I go to Facebook because I go ask my friends."
That's fine, but if you want a quick answer, typically the ... Well, the majority of people,
and the numbers show it, based on what Google makes, they will say, "We go to Google."
The example I always like to give is a plumber.
If you had a pipe break in your house, I think the last thing you probably would want to
do is go to Facebook and say, "Hey, I've got water rushing anywhere.
Anybody have a good referral?"
Obviously, that would probably not be the greatest move.
In fact, chances are you've got your cell phone, you're doing a mobile search, and you
go right to Google, and you type in "emergency plumber," or whatever it might be.
That is intent.
That is somebody that has a huge pain point or a pain problem, and they need it solved
now.
Another great example of that is the pest control industry.
We work with a lot of pest control companies, and it's an awesome experience for us, because
... And our clients, obviously, because we get them business, but it's so easy for us
because the pain point is so high for somebody who's looking for pest control.
It's typically ... And obviously not being sexist or anything here, but their main clients
are women, who are the ones that call them.
I think he said something like 80% to 85% of the calls they get are from women, homeowners,
obviously, and they have a problem.
They saw a mouse, they have ants in their kitchen, they have a snake underneath their
porch, whatever it might be.
There's a million things, but those are things that people are like, "I have a mouse that
just ran through my house.
Gross.
I want it out now," and they call.
But they don't go to Facebook, typically, they go to Google and look under "pest control"
or "mouse removal," or whatever it might be.
So let's take a look at some examples, and I'll give you another idea kind of what I'm
talking about, and show you a little bit more about the differences that you'll see between
Facebook marketing as well as Google Ads.
Okay, so here we are on my Facebook page, and this was one that came up literally today:
Otobrush.
"The tooth-brushing routine has been revolutionized with Otobrush."
So, it's a well-produced video, it's this device that you stick in your mouth, and I
guess it brushes your teeth for you, whatever it might be, cool.
All right, I have absolutely no idea why they're showing this ad to me.
The one thing about Facebook is the targeting that you can do for Facebook is so insane.
You can literally target a single mother of two who is sitting on her couch and loves
ice cream and the Minnesota Vikings.
You can really target that well.
The problem is that sometimes people don't realize that, and they just target everybody.
You know, the only way, if this is a targeted ad, the only way I can see that they targeted
me personally, could have been maybe because demographically, we might be in a certain
income bracket.
This is not something that you're going to advertise to anybody under the poverty line;
they just don't have a lot of expendable income.
Another way might be is, I was a hockey player.
Maybe they are searching people who played hockey because they have a lot of fake teeth
that need to ... You know, those have to be cleaned really, really well to stay pearly
white.
I don't know.
Those are just two I could just come up with and kind of pull out my butt.
But that is one of those things where there's no intent.
I would never, ever, ever look for this product, because I just ... I have no interest in it.
This isn't based on my search history, this ad is not, because I've never looked at it.
Another way that this ad could be being used is it could have been a retargeting ad, and
maybe I just don't remember it, maybe I clicked on an ad before, and now they're showing this
to me again because ... Or maybe it's a different ad.
But they could be showing it to me again because maybe I showed interest in it before.
I don't think I did, but maybe that could be another way that they're targeting me.
Let me give you another idea, or another example of what we're talking about.
Here we go.
We Go GOAT, "No more shifty, slippery rugs."
This is one that I have ... I'm 1,000% positive I have never, ever, ever clicked on an ad
like this, just because I don't have any rugs in my house that I slip on, and I don't know
why they're targeting me.
They could be targeting me because I'm a homeowner.
Once again, there is no intent.
They're putting this in front of me, hoping that I see it, okay?
Let me show you one more.
Doodly, okay, this is ... Now, this is being targeted to me.
So, "For a short time, we're offering lifetime access to Doodly for a one-time fee."
Creative doodle videos.
So, these are those videos that when you go to a website and it shows people drawing,
kind of walking you through the process while it looks like they're drawing it.
They're pretty cool, but I guarantee you they're targeting me because I'm in marketing.
My search history has a lot to do with marketing, I've got a marketing background, I mean, I
talk about marketing on my pages.
They're targeting me directly, okay?
But still, I had no intent.
Now, granted, with that said, this still might grab me, I might take a look at it, but I
had no intent.
I did not go out searching for this product.
So once again, Facebook advertising, they're kind of hoping that I'm going to trip over
it.
But one thing that Facebook advertising ... They're very good for a lot of different things, but
one thing they're really good at is called cross-platform retargeting, so you can basically
target to people on Facebook, those people who have already looked at your website.
So maybe you have a product or service that somebody has gone to your website, they're
checking you out, but maybe they haven't purchased.
You can target, retarget them on the Facebook platform.
That is awesome.
That is something that we do a lot of, okay?
But it's also so when somebody scrolls down their feed, they're not tripping over our
ads, they're looking going, "Oh, oh, I actually know who that is."
So, you're creating brand recognition, you're giving them a second opportunity to take a
look at you, so on and so forth.
All right, see how that works?
So let's go over to Google.
All right, so here we are on Google, and I typed in "toothbrush solution," because I
wanted to find one of those toothbrushes ... From Otobrush, I think it was.
And I go down here, and let's see, Wiki, Colgate, Colgate.
There's really no ads up at the top except, actually, these are sponsored ads.
So, let's open these up.
Here we are, Otobrush, $69.99.
That's the same product.
But you see when you type in "toothbrush solution," that's all you're getting.
Somebody is very intent and very targeted about what they're looking for.
The same thing with "plumber."
If I go to Google, I have intent.
I need a plumber, and I need a plumber probably soon.
I am going to find somebody that is a plumber near me, whatever it might be.
I need somebody now.
So, I go to "plumber," there's a bunch of ads here, there's some sponsored ads, local
ads up here.
You get some Google+ pages here.
You get the idea.
It's all about intent.
Clients talk to me every day about what the best place is to put their ads.
For local businesses, I can't tell you how many times we have run Facebook ads, and they're
nowhere near as profitable.
I'm not saying that it's not a good platform; we use Facebook ads all the time.
What I am saying is the intent is not always there.
So we are running specials, we are running discounts, we've done a number of those things
on Facebook, but what we find out is when somebody signs up for those discounts, or
for those coupons, or whatever it might be, that the response rate is literally only about
10%, meaning that if 10 people signed up for a discounted coupon, our clients might only
get a hold of one of them.
Because people are scrolling through Facebook and they're like, "Oh look, a deal," and there
are so many people on there that just will fill it out just to get the deal, whether
they have any intent on using it or not.
So with local service businesses, we have found that Google ads work much, much better,
and the return on investment is much higher.
The one area that we've found where there is definitely places to grow with Facebook
ads is places like gyms, health centers, those types of things, and the reason being is you
can target so well, and you can target down so deep do those people using Facebook's ... using
all their statistics, that you can really put the right ad in front of somebody who
really has a high interest in physical fitness, or CrossFit, or whatever it might be.
Now, I'm not saying that Facebook ads don't work in other industry.
Sure they do, they work really, really well.
But when we're talking about things like local service businesses, we have found the best
return on investment to definitely be on Google Ads, just because of intent.
Somebody needs their walls painted, they don't go to Facebook, they go to Google.
Somebody has ... Their furnace goes out in the middle of winter, especially where we
live in Minnesota, that's a huge deal.
They don't go to Facebook, they go to Google.
So, hopefully that helps you understand the difference between Facebook and Google Ads.
All right, so to continue the conversation, look at the video right next to me, titled
How Much do Google Ads Cost, and Seven Ways to Lower It.
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