WordWatch is a search company and we deal with pay per click optimization, using Google AdWords. In simple terms, AdWords is a paid search advertising program that allows you to bid on key words and phrases that people use in their search queries.
If you have one of the top bids, then your ad will be displayed on the Search Engine Results Page (SERP) near the top of the list, thereby increasing your chances of getting a click through. Whenever someone clicks on your ad you are charged the amount that you bid on the word/phrase. In our opinion, AdWords provides the best results. For those of you looking for display ads though, there are options.
There’s one question that we get all the time from potential clients. People want to know what the differences are between advertising on Google and on Facebook. On the face of it, both companies do a lot of advertising. We are flooded with their display ads and paid ads. Their models are different though, as are their Click Through Rate (CTR) and Cost Per Click (CPC).
Google also has a Display Advertising program which is what Facebook uses. A display ad model is very different from the AdWords Model. Essentially you agree to have your ads displayed by Google or Facebook on their pages. You can set targeting options on both platforms for your ads like location, and demographics. Google allows for remarketing, keyword contextual targeting, and topic and interest targeting. Facebook offers targeting based on individual education, likes and workplace.
WordStream did a great infographic on their blog carefully comparing the Google vs. Facebook display ad programs. They question whether Facebook ads even work. This question was highlighted last month when General Motors withdrew from the facebook display ad program citing poor results.
Here are some of the facts:
- Overall in America there is a 0.1% CTR for banner ads.
- Google produces 180 billion display ad impressions every month reaching about 90% of all internet users.
- Facebook provides 1 trillion pageviews per month reaching 51% of all internet users.
- Facebook has an average CPC of $0.80 and has a CTR of 0.051% . This number is steadily declining.
- Google has and average CPC of $0.75 with a CTR of .04%. That’s cheaper with ten times higher CTR than Facebook.
In terms of ad format there is really no comparison. Google provides more format options (text, image and flash), display on more platforms (mobile), and more analysis tools.
Our conclusion is that Google provides a far superior ad platform for display ads. Call us if you’d like to chat about getting started on AdWords, we’d love to help.