Facebook Ads vs. Google AdWords: Which one should you be using? Part 1
2019

 
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Do you want to run ads, but aren’t sure what platform you should be using?
Join Matt and Chris for another thrilling episode of the Best SEO Podcast, featuring “Facebook Ads vs. Google AdWords: Which should you be using?” by WordStream.
TRANSCRIPT:

Chris: Hi and welcome to the SEO Podcast: Unknown Secrets of Internet Marketing. My name is Chris Burres, owner of eWebResults.

Matt: My name is Matt Bertram, your SEO Therapist.

Chris: You’re the SEO Therapist. Please come in. Sit down on the couch, make yourself comfortable.

Matt: We will reduce your stress on this podcast.

Chris: Tell us all that ails you and your internet marketing endeavours.

Matt: I like it.

Chris: And we shall fix them. We shall make them better.

Matt: I really like that.

Chris: This is Podcast #447! As always, we have a tip from our previous podcast, and that tip is…

Matt: The tip is: start using videos for your marketing. At a minimum make a video on the About Us page.

Chris: Why should they do the About Us page?

Matt: Well it’s their story! People want to do business with people they know, like and trust.

Chris: Yes, and it’s the second most visited page on a typical website. First the Home page, second the About Us. So do that story. Subscribe. Follow.

Chris & Matt: Boom!

Matt: Why don’t you put it on the Home page, then?

Chris: Put what on the Home page?

Matt: Why don’t you put the video on the Home page?

Chris: Nobody said you can’t put the video on the Home page. Don’t attack me. It’s just because I wrote the tip! Alright hey, I wanted to jump into this. Before I jump into this, remember Matt and I, we are filming live here in Houston, Texas. And we are your…

Chris & Matt: Results Rebels!

Matt: So you did that so you could just do it twice.

Chris: Yeah, three times now.

Matt: Three times, yeah.

Chris: Twice in the beginning, and when you can do it on the–

Matt: Alright.

Chris: And what he’s referring to is–

Matt: Hook ‘em horns! Go Aggies! Go Aggies.

Chris: But there’s a different, right? This is Houston and that’s… yeah. If you’re following on Youtube or Facebook Live you can see we’re making gestures with our–

Matt: Manny’s back!

Chris: Manny! Punch in the face to you! Happy New Year to you!

Matt: Send me an email, give me a call! I want to talk.

Chris: Alright, I want to talk to you about a review that we have. This review is of course…

Chris & Matt: 5 stars!

Chris: This is from Cressie B. By the way, this is one of the 15 hidden reviews on Yelp.

Matt: Oh, cool!

Chris: We’ve got 15–

Matt: We love Yelp here at eWebResults.

Chris: Hidden reviews: we are so fond of them. Here we go. This from Cressie B, “I recently started listening to the eWebResults podcast and was inspired to check out their website and request a website analysis. Chris was wonderful.” Yeah, that’s me.

Matt: Yeah.

Chris: Yeah, yeah. “He took time to explain things we could do to improve our SEO without a heavy sales pitch. He showed me options to continue working with them without the normal pushy sales pitch. We really appreciate his time and look forward to working with them again in the future.” Cressie, same here. Punch in the face to you. Now this is me twist your arm. Come work with us–

Matt: No, no, no, no. We professionally help people buy.

Chris: Yeah, if you’re ready to buy–

Matt: If you need it, we can help you if we got it. If we don’t, we’re going to tell you.

Chris: Yeah. By the way it is internet marketing: you need it. If this is the first time you’ve been on the podcast: howdy and welcome to the podcast! If you’ve been to this podcast before, you might be looking for some stuff, right?

Matt: Yeah.

Chris: You might be looking for, “20 Tips for Awesome Web Design,” or–

Matt: I want that.

Chris: “Top 10 SEO Tips,” “5 Mistakes that Can Tank Your Business,” “77 Marketing Strategies Every Law Firm Needs to Know.” You can get all of these at eWebResults.com/Tips.

Matt: Well, I want to make my little book of video statistics.

Chris: And video– yeah.

Matt: And internet marketing statistics, and SEO statistics that are really cool.

Chris: Is that’s going to be like Matt’s Little Book of Video Statistics?

Matt: Yeah, actually yeah.

Chris: And then Matt’s Little Book of– yeah.

Matt: Yeah, and I’m not just going to do an eBook, I’m just going to put it in print.

Chris: Yeah.

Matt: Yeah.

Chris: I like it.

Matt: I think it’s a good little thesaurus.

Chris: Little piece of–

Matt: Is that a thesaurus, a dictionary?

Chris: Really, it’s good–

Matt: What would it be called?

Chris: Library reading.

Matt: Is that what it’s called?

Chris: There’s really only one place to read that type of book.

Matt: I want to know what that would be called.

Chris: On an airplane of course.

Matt: A reference guide.

Chris: It’s a reference guide.

Matt: I like it.

Chris: So hey, we’re going to cover an article today. At least part of the article. This is, “Facebook Ads and Google Adwords: which should you be using?”

Matt: Ooooooh!

Chris: An article we found–

Matt: This is a big question I get a lot in the profit plans. Yeah.

Chris: Yup. And you know, there’s one concrete answer. So we’ll get to that. Again, if you’ve tuned into the podcast, you know what we’re about to skip. Each week we run a contest, if we get 10 shikos…

Matt: A share, a like, or a follow.

Chris: Yeah, if we get 10 shikos and we get a review. I just read the review by the way, if you were–

Matt: Shikow. Boom.

Chris: Shikow, that’s right.

Matt: Boom.

Chris: When you do a Shiko, the noise you hear in the back of your head is Shikow!

Matt: Boom!

Chris: No! It’s not boom! It’s Shikooow! So the way the contest works: if we get those 10 Shikos and we get the review, then we skip how we tell you how to leave a review. We’re going to skip that. In fact, I don’t even think we did it on the last podcast. If you are interested in some way cool, like way cool, internet marketing t-shirts, PPC t-shirts, SEO t-shirts.

Matt: I am– we created them because I couldn’t find ones I was looking for out online. I wasn’t really impressed.

Chris: Yup.

Matt: So we made some really cool shirts.

Chris: Go to eWebResults.com/Swag. Go ahead and order those shirts for you. They’re pretty awesome. May the Rank be With You. I’m just going to throw that one out there.

Matt: That one is popular.

Chris: That is a very good one. I think that’s it, let’s get into– yeah, let’s get into our article here. “Facebook Ads and Google Adwords: Which Should You Be Using?” We’re going to talk about Google or maybe talk a little bit about Facebook, and then we’re going to really dive in to the differences in the next podcast.
“Although the two platforms are often positioned as competitors, nothing could be further from the truth in a practical sense.” By the way, I think that statement’s wrong. They are definitely competitors but the way he’s speaking about this is: should I use or the other?

Matt: It’s like one-two-punch.

Chris: That’s not a real competition: should I be using one or the other? They’re definitely in competition with each other so I think that’s true. “Many businesses are leveraging the strengths of advertising on Google and Facebook Ads in concert to achieve maximum visibility, increase leads and sales, and find new customers, adopting different strategies that align with the–” I highlighted a lot. I didn’t need to read all that, by the way. They are in competition with each other. That’s Facebook and Google, right? And I’m thinking in the last podcast you even said they hate each other: they’re mortal enemies, right? That’s definitely true, and it’s not one strategy or the other, it’s probably both. Oh, spoiler alert.

Matt: Well I’m sure they’ve recruited each other’s people. So they probably don’t hate each other as much, but it was just a figure of speech.

Chris: Yup.

Matt: Yeah.

Chris: Alright so, let’s talk about the differences. “Google AdWords: Paid Search. Google AdWords is the largest and most popular PPC advertising platform.” Yes?

Matt: We could have a three-way fight and put Microsoft and LinkedIn in there. That would be fun.

Chris: Yes.

Matt: Okay. Anyways go on. Sorry, sorry.

Chris: That would not be fair to include the third and fourth place runners up into the first and second place.

Matt: No, Microsoft bought LinkedIn, so they’re in the fight.

Chris: Ah, that’s true. Yeah, that’s true.

Matt: Alright.

Chris: Alright so, “Google AdWords is the largest and most popular PPC advertising platform,” on the planet, right? So PPC, pay-per-click.

Matt: Boom!

Chris: They actually say that Adwords is synonymous with the phrase Paid Search, right? And we do say that. Like we’ll say pay-per-click really does apply to Facebook.

Matt: Kleenex.

Chris: Right, kleenex.

Matt: Tissue.

Chris: That’s it.

Matt: Adwords Google.

Chris: Yup.

Matt: No, Adwords Paid Search.

Chris: Pay-per-click. Yeah, yeah.

Matt: Yeah, pay-per-click. Yeah, yeah.

Chris: “Paid search focuses on the targeting of keywords and the use of text-based Advertisements. Advertisers using AdWords bids on keywords – specific words and phrases included in search queries.” So there’s really kind of two pieces of the Adwords Platform. I like to call the utilization of one I think is so unique and distinctive that you really need to add to this list of two. Even though it’s part of one.

Matt: What? So you’re talking about display?

Chris: In display.

Matt: Yeah.

Chris: Remarketing, right?

Matt: yeah, yeah.

Chris: Remarketing is a piece of display, but I believe it deserves it’s own name, right? And almost like you should– the one thing you should be using?

Matt: Yeah.

Chris: Without a doubt is remarketing.

Matt: Well, so when we build campaigns, we’ll do the Adwords.

Chris: Yup.

Matt: We’ll do Display or we’ll do remarketing next, typically.

Chris: Right.

Matt: Then we’ll add Display.

Chris: Yeah.

Matt: And then you know, if you have any videos, you can do Youtube remarketing or you could do like Youtube Ads.

Chris: Yup.

Matt: And so those are really the broad buckets. Also there’s email. So you can target in people’s email boxes.

Chris: Yeah.

Matt: You know, so AdWords is really versatile. It’s a great resource. I believe if you’re looking– well, we’ll go into it later, but it’s a great choice.

Chris: Yeah, and I think remarketing, just to be clear, is actually getting ads – and very specific ads if you so choose to work the platform that way – in front of people who have visited your website, right?

Matt: Yeah.

Chris: And so there’s nothing more valuable than the people who have visited your website, right?

Matt: I got a twitch.

Chris: There’s nothing more valuable than those people to get ads in front of– again, they’ve already expressed an interest in you. Hopefully they got there because they’re the right target, and now you need to get them again.

Matt: So I have great statistics related to that.

Chris: This is in Matt’s Little Book of Great Statistics.

Matt: Yes. Yeah, I’m going to put it– like statistics I use all the time, I want to put them in a book. So basically 94% of users will leave a website without doing anything and never come back.

Chris: Taking an action, yeah.

Matt: And so, retargeting, remarketing, people call it like different things, but I believe the data says that retargeting, remarketing will increase conversion rates by 50-60% and increase engagement by over 400% across all industries.

Chris: Yeah.

Matt: I mean so, super powerful when used correctly. Remarketing, I believe you need to have 500-1000 users coming to your website per month for it to really make sense.

Chris: Really kick in, yeah.

Matt: Unless you’re selling like a huge piece of real estate and you only need one person to buy it– so it’s product price and number of visitors. So that’s just kind of my rule of thumb. It’s not like hard and fast, like it has to be that way.

Chris: Alright, let’s talk about Facebook Ads, right? “Facebook Ads is a prime example of what is known as ‘paid social.’” I hadn’t really heard– I mean I’ve heard that phrase, but we don’t use it regularly around here.

Matt: Yeah.

Chris: “Or the practice of advertising on social networks. With the highest number of monthly active users (or MAUs) of any social network in the world, Facebook has become a highly competitive and potentially lucrative element of internet marketing.”

Matt: So I like this article so far but again, there’s really strong statistics on how many people spend on Google.

Chris: Yeah, how much time they spend, and–

Matt: Well, not just time but money.

Chris: Yeah.

Matt: The biggest buckets are Facebook and Adwords. Those are the two biggest buckets in online spending. And those statistics are pretty powerful and I would just say, those would make it pop.

Chris: Yeah, if you’re going to compare.

Matt: I like statistics.

Chris: So here’s one of the ways that they break it down, and I know that you’re going to have a different opinion from this. This is: “AdWords helps you find new customers, while Facebook helps new customers find you.” I’m not sure– I don’t– that’s not–

Matt: No, I read that. And that was kind of a different way to say it, and I kind of liked it. Usually how I say it is: Facebook generates demand, Google harvestes that demand.”

Chris: Harvests that demand, yeah.

Matt: And so, if there’s already people searching for you online, and there’s data to support. you really want to be in the top couple positions in Google. If you’re not there yet, right? And people are already searching for you, why not spend the time, energy, money, whatever to get those people that already seeking out the services you have. Now, if you’re offering something new or you want to let people know about something, Facebook’s a great way to go get up in their face, and let them know about your product, and introduce them to it. So this says it in a very different way I haven’t heard it.

Chris: Yeah.

Matt: Because Adwords is looking for new customers and then Facebook puts it in front of you.

Chris: See, this is– Yeah, yeah.

Matt: So it answers– yeah

Chris: And the reality certainly from this perspective is that we’re looking for new customers, either on the Adwords platform or the Facebook platform. What I would say is that Adwords helps potential customers who are looking for what you do find you.

Matt: Oh yeah.

Chris: Right?

Matt: And then Facebook–

Chris: And then Facebook looks for a potential customer–

Matt: So you think it’s backwards.

Chris: Well potential customers who probably aren’t looking for what you do yet, find you.

Matt: That’s true, that’s true.

Chris: Right, and that’s the planting the seeds versus the harvesting, right? Planting the field is like, “Hey, they’re on Facebook. We have their demographics, we know what they like, and we know that they probably like what we do. Although if they liked what we do, they were probably already on Adwords searching for it and we got an ad in front of them.

Matt: Unless it’s a new product, or there’s new demand for something, or if you’re offering some kind of sale and you want to let people know about it. I mean there’s ways to use both of these tools. And you do use them together, but a lot of people are going to be like, “Ah, we need to be doing Facebook.” And a lot of times when people say they need to be doing Facebook Advertising, they think about it as like Facebook organic.

Chris: Right.

Matt: Just the post. They don’t really actually think of it as paid social. So you know, Facebook could do a little bit better job painting–

Chris: Demarking that.

Matt: Yeah, yeah.

Chris: Well, one thing we know: if you’re a business and you’re doing posts, you almost never get seen. You gotta put some money behind it.

Matt: Not since March of last year.

Chris: And the data’s pretty conclusive that if you’re going to put paid budget behind it, you shouldn’t just boost posts, you should actually get in there and do advertising and target and all that. Well, I mean you can target the post–

Matt: Well they let you do it now. I mean they’re getting better, that platform for a while was really difficult and you had three different layers, okay? And it was really complicated. They are making it a lot easier, they’re working on usability, so I think it’s great.

Chris: Yeah, excellent. Alright so, let’s talk about, “The Strengths and the Advantages of Google AdWords.”

Matt: Oh there it is.

Chris: And then we’ll come back to the other one.

Matt: Not the money but the search queries, yeah.

Chris: Alright so, “Google is considered the de facto leader in online advertising. Fielding more than 3.5 billion search queries every single day.” 3.5 billion.

Matt: That’s awesome.

Chris: Google advertising, they offer Search network and Display. So searches really on the SERPs – Search Engine Results Page – where you’re doing paid ads right there at the top. Usually you see them, they’re top 3 or 4. The configuration has changed, that’s the paid ad: the Search network.

Matt: So here’s kind of an interesting little debate, and I’ve been talking with a lot of perspective clients as they’re kind of moving through our process. But you know, I ask a lot of people, “Hey, do you click on ads?”

Chris: Everyone says no, right? Like everyone says no.

Matt: The majority of people click– no. And it’s like– but there’s so much money being generated with it. I believe people click on ads because, one: they want a deal.

Chris: Right.

Matt: Or they have some kind of urgency.

Chris: And I think there’s a third because I can be honest, we’ve had people in our conference room and we’ve had ads up and they’re like, ” Oh, I didn’t realize those were ads. You mean the little thing that says Ad next to it.

Matt: Well, there’s definitely that as well.

Chris: Yeah.

Matt: And they try to do a job of demarking it, but also kind of hiding it a little bit and a lot of people don’t know that. There is kind of a Venn Diagram too of people who click on ads and search for organic. But a lot of times Adwords used to be a very big silver bullet, but now– you know, SEO in my opinion is a better qualified pros–

Chris: Lead. Yup, yup.

Matt: Lead, because they’ve done the research. They also feel like you’ve earned the position that you’re in.

Chris: Yup. Credibility.

Matt: There’s a little more trust where– yeah, credibility. And so, you really want to break down how you want to use Adwords versus SEO, and there’s good reasons to use both but you just got to understand what your strategy is.

Chris: And one of the things that you said the other day that I think is really powerful in comparing SEO to PPC – and then we’ll get back to PPC – is that SEO, right? Once you get it good placement, that’s an asset. That’s an asset that you take into the next month, and the next month, and the next month. Whereas PPC, if you’re not funding that asset, it’s no longer an– I mean you’ve got that thing sitting there, but you got to fund it. Yeah.

Matt: Yeah.

Chris: So search engine and Display network. It talks about the Immense Audience. “Google handles more than 40,000 search queries every second. More than 1.2 trillion web searches every single year.” Simply put: “No other search engine can offer the potential audience as Google.” A lot of people believe that when you get in Google Adwords you’re on the Search Network – even Display – that the budget is the only thing that matters. And it’s actually not true because Google got really smart. And there’s a book I read, I think it’s the fifth employee– employee #5 or something of Facebook. Really good book.

Matt: I haven’t heard that.

Chris: And it talks about the other search engines, that it may have been like Lycos at the time. Where the paid– you just paid as much– if you paid enough, you got on any search result. And what it turned out is: so let’s say for instance we want to pay for eWebResults to show up on rock climbing, right?

Matt: Okay.

Chris: We just did rock climbing. So we could show up on rock climbing and our ad would be there but no one would ever click it, right? Why would you click it, because you just searched for rock climbing and it said, “Internet Marketing Agency.” So you could do a lot of branding, but it was a very disappointing experience for the user because they searched for rock climbing and they see all these branding, and back then it was viagra or whatever. And it wasn’t relevant to their search. So Google’s actually the first company to make smart decisions about showing paid ads, and relevancy is very important to Google. I mean there’s lots of people– there’s searches–

Matt: Page rank.

Chris: Yeah?

Matt: Do you know why– so I watched a documentary on Netflix, it’s called the Creepy Line.

Chris: Okay.

Matt: So do you know– page rank I thought it was because it was the page.

Chris: It was Larry Page!

Matt: It was Larry Page! That’s how they named it. Yeah, yeah.

Chris: Yeah, yeah. It was because of Larry Page, so that was THE page rank. So Google does a good job of showing you relevant ads. In fact, we’ve all done a search where there’s no paid ads.

Matt: Yeah.

Chris: Right? We know there’s companies out there who would like that real estate, Google’s not even giving them that real estate because it’s an irrelevant bad experience to the Google user. It’s one of the things we say in this podcast all the time. When you’re providing a good experience to the Google User, Google will look favorably upon you.

Matt: I like it.

Chris: So it’s not just the size of the budget, right? Budget does matter, and especially the more competitive the industry, the more mature the industry, the more you got to be a better business to be competitive in the PPC landscape but it’s not the End All Be All. It’s not just about have the biggest budget.

Matt: Okay, yeah.

Chris: Alright so this is– do you want to stop or do you want to keep going? We’ve got–

Matt: What time is it?

Chris: It is–

Matt: Yeah, I probably need to go.

Chris: Okay, so we’re going to jump into the next piece. That’s going to be, “The Strengths and Advantages of Facebook.” We’re actually going to talk about Adwords and how we use Adwords and Facebook. We’re going to talk a little bit more about remarketing because again, anybody who’s visited your website – who you threw your targeted efforts, content effort, or paid effort – get to your website, how important it is to bring them back. We’re going to talk about that in the next podcast. So we’re going to wrap this up. We’re going to ask you to do one thing.

Matt: One thing.

Chris: Just one thing.

Matt: One and one thing only.

Chris: Share this podcast with one person.

Matt: Yeah.

Chris: And let them know about it, and tell them–

Matt: If you got value out of this podcast.

Chris: Please do that. If you’re looking to grow your business with the largest, simplest marketing tool on the planet…

Matt: The internet!

Chris: Call eWebResults for increased revenue in your business: 713-592-6724. If you have a referral– right, so that’s somebody you know who’s interested in internet marketing. That’s web design, landing pages, funnels, email marketing, PPC.

Matt: Or if you’re a marketer out there and you want to bring in a second opinion, or if you know, you want to look at things. We’ve been doing a lot of that lately.

Chris: Yeah.

Matt: And so, for all you marketers out there, if you’re having problems and you want a second set of eyes to look at it, feel free to reach out to us too.

Chris: Yeah, and you can fill out that form. Actually go to eWebResults.com. There’s a referral button. Fill that out and you are good to go. Hey, why don’t you leave us a review. Leave us a review at eWebResults.com/Yelp. That’ll take us to our Yelp page so you can add more hidden–

Matt: If they show them after you–

Chris: More hidden reviews, yeah.

Matt: yeah, more hidden reviews.

Chris: It’s alright. Remember we are filmed live here at 5999 West 34th Street, Suite 106, Houston, Texas, 77092. If you want a transcript, video, or audio of the podcast, you can get that at our website again, eWebResults.com. We are the most popular internet marketing podcast on iTunes. That is because of you, because of y’all, all of y’all.

Matt: Yeah, so interestingly enough, there was a little issue on a couple of podcast with transcript, and based on the last podcast you said you liked to skim?

Chris: Yeah.

Matt: So there are people out there that would rather read–

Chris: Skim text, yeah.

Matt: Skim the text to get to the part that they want, and the know what it’s about. As opposed to listening to us talk and not know what we’re going to say.

Chris: Yeah. So that transcript is available and it’s there for you. Thank you guys.

Matt: Yes, thank you.

Chris: For making us the most popular internet marketing podcast on iTunes. We appreciate you. Until the next podcast, my name is Chris Burres.

Matt: Matt Bertram.

Chris: Bye bye for now.