We’ve recently been test marketing a product and paying for ads on both Google AdWords and Facebook to drive traffic. The type of customers they attract are very different and it’s very important to understand the difference.
Your ads will work differently because people use the sites differently. People use Facebook is for experiencing one’s life. They use Google to solve problems.
People clicking ads on Facebook:
- Are exploring the ad as part of the surfing experience on Facebook. It’s an extension of their lifestyle
- May have already seen the ad 20 times, but click when they prefer. It’s like reading a magazine and controlling when you engage
- Are not going to click an ad a second or third time even though Facebook will keep showing it to them (you have to keep changing your ads if you want to get the same person’s attention twice)
People clicking on Google ads:
- Are trying to solve a single problem as quickly as possible
- Care less about who is providing the solution and more about does it seem like a quickest resolution to their query
- They do not want to be switched to a derivative product. It they are looking for business cards, for example, do not try and sell them letter head.
- Rarely desire to start a relationship with the provider of the ad they click, they just want the problem solved
- Are replaced every day with almost the same volume of other people seeking a solution to the same problem.
They both can be very effective, just make sure your ads are speaking to to how the person is using the site.
(Source)
