I notice that the last half year everyone in the Bulgarian market has focused on developing profiles and advertising on Facebook and Instagram. And it seems that Google, as a platform for digital marketing, remains extremely misunderstood and untapped to its full potential. Perhaps this is due to the complexity of the platform, or the fact that now Facebook and Instagram are undeservedly praised. Therefore, in this article we will look at some of the benefits of Google as a digital advertising platform, backed by examples from my personal experience in the field.
Many people are surprised when I tell them that I have recently noticed lower prices for Google ad results, compared to Facebook and Instagram. I’m talking specifically about ads in order to attract more users to a site. For me, this is normal, and I’m surprised that people don’t know it. Display (banner) ads on Google, for the purpose of website traffic for the Bulgarian market, are the cheapest possible digital advertising that a business can afford. The platform recognises the currency in BGN (something that is missing as a feature on Facebook and Instagram), our market is many times cheaper than the US or Western European markets. And despite this fact, a lot of businesses want to advertise their sites on Facebook. I’m not saying this is wrong. Simply, in my opinion, running an ad on Facebook for website traffic is a waste of advertising budget, and this can be done in a much more efficient and budget-friendly way through Google’s display advertising. To prove my point, below you can see an excerpt from a display test ad I ran for my own site in February 2022. For the entire month, the ad spent 13.88 BGN (= 7.09€), with an ad budget of 0.50 BGN (=0.25€) per day, and the achieved results were a total of 228 clicks at a cost per click of 0.06 BGN (=0.03€)!
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However, do not accept my words as absolute truth or as fixed statistics. The data, however, is from a test campaign that I wanted to better understand where my own marketing strategy was going. Every industry is different, for every business, the price of the result will be different. Don’t get me wrong by concluding that you don’t need a bigger budget to advertise on Google. But if your goal is to increase traffic to your site, reach more people, and spread your site, it’s better to put your budget into a Google Display ad than a Facebook ad for website traffic.
Who is Google search advertising best for, and why choose it over Facebook advertising?
When you advertise on Facebook, you’re advertising to users who may have never heard of your business, or to users who aren’t sure they’re looking for what you offer. However, with Google search advertising, you bet on keywords and phrases that users type when searching on Google, meaning that your text ads appear to users who are already actively searching for what you offer. This situation is more favourable for you, because it increases your chances of conversions. Google Search is a relevant type of digital advertising, when your goal is to drive better traffic to your site, when your goal is for users to fill out a form on your site, whether it’s a service request or a newsletter subscription, because the goal is building a database of potential buyers / customers.
For this type of advertising, the CPC is higher than that of display advertising, it is inevitable. The average cost of the result varies greatly, not only from industry to industry, but also from the set of keywords and phrases you bet on.
If your options are to run a Facebook ad for website traffic, or a Google search ad, my advice would be not to waste your budget on Facebook in this case. Better invest your advertising budget in a Google search ad.
IMPORTANT!
Again, I want to emphasise that you do not accept what I have said as absolute truth, as well as, the results above from another of my test campaigns. The budgets invested in Google search ads are always good to be higher, and what I have achieved as results does not mean that you will get the same CPC and website visits for the same budget. However, with this type of advertising, there are countless of opportunities to grow your website.
The platform allows the use of dynamic search ads, as well as, display ones. The idea of such ads is to fill them with several titles and descriptions, with the name of your business and in the case of dynamic display ads – variations of your logo, up to 15 photos, and you can even add YouTube videos. The beauty of this type of advertising, especially display ads, is that you don’t have to be a designer or to work with one. The easiest way is to bet on high quality photos that clearly represent your business. For example, you can see the photo below, which is from a very basic test dynamic display ad on Google for my website. The artificial intelligence of the platform optimises photos, logos, titles and descriptions, shows them to users in different combinations and sizes, and of course, shows the most those combinations and sizes that bring the highest number of results. Quick, easy and not complicated at all. Of course, this is the most basic display ad option you can use and upgrade once you’ve covered this baseline.
As I mentioned above, one of Google’s advantages as an advertising platform, is the platform’s artificial intelligence. This artificial intelligence works in your favour and helps your ads get the best results. In the “Recommendations” section of your Google ads account, you can see suggestions for optimising your ads to bring you even more results. Of course, the suggestions of the AI might not always your best move. However, you can use these recommendations to monitor the progress of the ads themselves, and keep an eye on whether the text and photos wear out over time. At such moments, through the recommendations section, you can add new texts and visuals or rework existing ones to breathe new life and appearance into your ads.
By advertising through Facebook Business Manager, your ads can be displayed to users on the Facebook and Instagram platforms. With Google, your ads can appear in a number of places:
By having a wider range of placements where your ad can appear, you have more opportunities to increase your reach and brand awareness, and to get to a wider audience.
Each platform has its own characteristics and purposes. Each platform has its advantages and disadvantages, and is more appropriate than another channel in certain marketing situations. Of course, it is important to know which platforms your audience is at, but there are other factors that affect your choice of digital advertising platform in a given situation.
Therefore, let’s look at a short list of cases in which you can choose to advertise on Facebook and when to prefer advertising on Google.
In general, where you advertise digitally depends entirely on the nature of your business and your target audience. But in a situation where you are wondering between two or more platforms, it is good to be able to make an informed choice. I hope this article has been able to help you understand advertising on both platforms (Google and Facebook) a little better, and when you need to make a decision, choose the better and more effective option for you and your business.
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