Many sellers engaged in cross-border independent stations, including some students, have been struggling with a question: which one does Facebook and Google do and which has a higher rate of return? Is it useful to be Google? Some questions like that. Today, we will analyze the difference between Google Advertising and Facebook advertising in detail.
01 in terms of marketing:
Popular expression and understanding is:
Google is passive marketing
Facebook is active marketing
Google represents search engine based search advertising
Facebook represents new media advertising based on active display
The core of Google AdWords is keyword. Keyword advertisements appear only when users search for keywords in the search engine.
Users actively search because they don't understand or are interested in some topics. They want to know what content can meet their needs by comparing search results. Express freight
FB is a process of active presentation, which displays its own advertisements through accurate audience prediction, arouses users' interest, and thus generates interaction with the brand.
These interactions include: like, collect, buy and so on.
02 ways of advertising audience selection
Google is a very powerful search engine. Customers have needs, want to know and look for things. They will use Google to search and use [keyword], which is equivalent to that if the category is completely irrelevant to the keyword, it will not appear at all. Google's recommendation system is based on your search behavior, including the user's own use of Google products. He will collect them and then recommend them to users.
In other words, Google collects information when users have an intention. It speculates "what do you want to do
Google AdWords focuses on keywords, but the keywords themselves do not have the setting of audience conditions, and only languages and regions can be selected.
As a big man in the social media industry, Facebook directly obtains your personal information and social information. In addition to the default residence, gender, occupation, single or married and a series of personal information filled in at the time of registration, every likes you make on this platform and every interaction with your friends are recorded. Every action you take on the platform is transparent. For example, FB can even label a divorced person and accurately mark whether the person has just divorced, within three months, or within a year.Express freight
Facebook's operation is very direct. Its approach is' who are you? I guess what do you want? What do I recommend for you
When launching Facebook ads, you can also choose general basic conditions, such as gender, age, work, interest, favorite pages, behavior, etc., and take personal information as the condition of the audience in more detail to narrow the audience of advertising.
Facebook belongs to active marketing and actively communicates its information to users
03 in terms of customer experience
Google AdWords keyword advertising, customers are less able to interact with keyword advertising itself, no corporate logo, pictures, etc., less able to attract customers to click in, and less able to shape brand awareness.
Customers have to search first before they have relevance.
The essence of Facebook is social media. The customers put in your ads can easily interact with these ads. Whether it's pictures, gifs, movies or general text posts, in the interactive process of likes, messages and sharing with customers, they will naturally be exposed to the dynamics of customers' friends and increase the natural flow.Express freight
04 how to choose an independent station?
Judging from the advantages of both sides
Google has more than one billion searches a day, so it also has an unparalleled potential audience. As the most popular and widely used search engine in the world, Google has been the leader of digital advertising for many years.
Adwords advertising service is divided into two main bodies: search advertising and display advertising.
Search advertising includes Google search engine and relevant cooperative media. Advertisers can put corresponding content for keywords and phrases, win accurate traffic and reach potential customers through increasingly accurate search function.
Because display advertising covers more internal and external media, it can provide advertisers with wider exposure, such as YouTube films and various banner advertisements. It covers up to 90% of Internet users and can also improve brand awareness.
In short, the more relevant your ads are, the more accurate your audience is and the easier it is to transform
As the world's largest social media, FB currently uses more than 2 billion people, with more than 155 million active users per month. FB advertisements are interspersed in various ways.
Facebook advertising has become a pioneer in paid social networking and has become a core part of many commercial digital marketing strategies.
FB actively markets customers through various ways of advertising. Businesses accurately deliver to users through accurately positioned audiences.
After so many years of updating and upgrading, FB's advertising algorithm has developed 'what I think you need' to the extreme, but it has proved to be very effective.
Although the advertising cost of FB is gradually increasing, its effect is beyond doubt.Express freight
Tiktok, FB, as the leader of social networking, can not achieve Google's brand building. Google can't study the principle of creating a IP.
Summary:
Google AdWords is a very good reminder when they search. The keyword ads make it easier for them to know the services or products you provide. Your keyword ads will have the best effect in these customers' active search, but you can only reach these active people in this way.
Facebook advertising represents a more far-reaching significance; More often than not, they slip over the pictures, are interested and look at the copy carefully. At this moment, your e-commerce brand has planted a seed in the subconscious of customers; They can praise and share posts, and then unconsciously irrigate the interactive relationship between your brand and customers, so as to improve the possibility of more conversion.
So!
Google AdWords helps you find customers, and Facebook ads let customers find you.
After understanding the advertising methods of the two, you will find that they do not conflict at all, and even complement each other in the direction of building a brand. Therefore, Huayu suggests that if you plan to take the vertical route and the brand route, you should operate the two together. As for who comes first, there is no need to tangle. According to Huayu's experience, you want to operate well and issue orders, It is better to operate both at the same time.
If it's explosive play, it's recommended to do FB in the early stage, which is not suitable for Google.
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